Value proposition assignment: Issues with Google Maps

Question

Task: Write a report on value proposition assignment on the issues encountered by the Google map users while navigating.

Answer

1. Introduction
Google LLC is an American organisation selected to develop this value proposition assignment that deals in technological services that are internet-based. It was founded in the year 1998. One of the services of Google is google map is one of the products of Google that had been developed to provide web mapping services. It provides a 360° view of the streets. Further, the view is also panoramic. This helps to assess the traffic conditions in real-time. The aim of the current value proposition assignmentis to identify a significant solution for the issue that is being faced by the users of Google maps.

What are the main objectives of this value proposition assignment?
1. To recognise an issue faced by the presentusers of Google Maps.

2. To identify one of the best solutions that would help to deal with the issue.

3. To use ideas of the value proposition as well as innovation

As per the study conducted by Crosscombe (2018) in regards to the value proposition assignment, innovation is defined as the process that helps to add a novel feature to the service that already exists. This is done in order to increase ROI. In this process, the key to innovation is the value proposition.

2. Description of the problems faced by the company's existing customer base
Google LLC has developed diverse services that are being rapidly used by millions of users across the globe. However, one of the key issues identifies in the value proposition assignment that the users' ore facing is related to the navigation of the Google map. Thus, the users are finding it difficult to track their ways, and so on (support.google.com, 2019).

3. A detailed discussion of the problem and its significance
As per the study conducted by Brown, Zhou & Chow(2018), navigation is one of the features that are being readily availed to the Users by Google so that they can track the direction nod move around comfortably. However, one of the major issues that the users of Google Maps are facing is related to navigation. In this context of value proposition assignment, it is observed that the people are unable to navigate their movement and hence face difficulty in finding the destinations. Thus, it had created a major issue for users. In this regard, the main factor that has been reported by the users of the Google Map is that the navigation arrow does not move.

4. Possible Multiple solutions for the above problem
The above-mentioned issue provided within this value proposition assignmentrelated to navigation needs to be resolved immediately by the organisation. This is because, with the prevalence of the issue, the users would prefer to switch to some other brands for the same service. With respect to the above-mentioned issue, the most probable 3 solutions that could help the Google map users could be the use of the Geographic Information System (GIS), Global Positioning System (GPS) along with Artificial Intelligence technology (AI). The usage of any one of the solutions will help to overcome the issue.

5. Selection of one solution with proper justification
Herein value proposition assignment, out of the above-mentioned three solutions, the one that would help Google Maps is by integrating the application of artificial intelligence. With the aid of this technology, it would be possible for Google maps to enrich their services. In this context of value proposition assignment, it would be vital for the organisation to unleash the machine learning models on the satellite images. This, in turn, will ease the process of obtaining as well as updating the scenario immediately. However, in the process of improving the feature of navigation such that the users do not face issues, the most crucial way would be to use AI for creating a combination of neural network architectures. This will help the user to navigate immediately the lanes, streets, and so on. Henceforth, the user will not face difficulty in finding the desired destination.

6. Value proposition
Value proposition canvas is one of the tools that will help Google to understand the ways the consumers tend to formulate their decisions in the process of using the services of an organisation (Osterwalder et al., 2014). Hence, by the usage of this tool, it will be possible for the organisation to make the services available in such a way that it would be appreciated by the customers. This, in turn, will help Google to experience an augmented sale. In addition to this, it will also be possible to comprehend that the solution that had been determined concerning the utilisation of AI will help to overcome the issue or not.

With the assistance of the value-proposition canvas, it can be comprehended that the application of AI technology would help to overcome the issue that the users of the Google maps are facing. In this aspect, by the integration of the advanced form of technology such as AI, it would be possible for Google to develop a neural network that would help to provide them an error-free navigation service. In addition to this fact noted in the value proposition assignment, the other features that will act like the gain creators with this solution are that it would help to make the usage of the service far easier as well as accessible.

Along with this the other features that would act like gain creators include the speedy location of the areas. This is because with the aid of the AI technology it would be possible to immediately update the spatial location as per the request made by the user. Henceforth, it will also reduce the slow performance of the navigation. In addition to this, it will also help to install the application on all phone devices. This is necessary because yet many individuals are not able to buy a smartphone. Thus, it will help to relieve the pain. Along with this, the pain of inaccurate data will also be relieved.

Henceforth, with the integration of the AI technology for the purpose of creating neural networks such that spatial images of the lanes and streets could be updated immediately, it would help to solve the issue faced by the users of the google maps as illustrated in the segments of value proposition assignment. Further, it will help to attract more customers. This, in turn, will augment the sales of the organisation which is necessary for gaining competitive advantage (Rubera & Kirca, 2017).

7. Market segmentation
As per the study conducted byDolnicar, Grün, & Leisch (2018), it is stated in this value proposition assignment that market segmentation is defined as the process that helps to divide the market as per the potential customers based on different characteristics. The market segment for the above-described market proposition would be all the users of google maps. In this context, it is for all the people whether they are office workers or college and school students. It can also be used by the young generation to the older generation. This is such a service designed by google that would help all the users to gain benefits. This is because the main motive of this service is to help the individuals to trace the locations where they want to reach. In this regard, it will be useful for all the individuals who have an idea of the way the app could be used.

8. Disciplined Entrepreneurship canvas
In this section of value proposition assignment, the first four factors pf disciplined entrepreneurship canvas would be used. The first factor means the reason for existence and is termed as "Raison d’Etre”. In this regard, the existence of Google could be attributed to the fact that it wants to offer the best services to its consumers (Aulet, 2017). It is the loyal customers that aids in the prevalence of the organisation. the second factor is the "initial market". This market acts as the test market. in this context, America will be the test market. this will help the organisation to understand whether the service has improved or not. The third factor of the model is "value Creation". In this section, Google will be able to create value for its innovative service. As suggested byCoad, Segarra & Teruel (2016), innovation is one of the best means by which it would be possible to augment the sales with the aid of innovation. The fourth stage of this model is "Competitive Advantage". Thus, the use of innovation in the form of AI technology will help Google to gain a competitive advantage in the market.

9. Assumption made as per the solutions
In order to gain a competitive advantage, it is vital that organisations like Google needs to innovate their services at a constant rate (Chiu, Meh, & Wright, 2017). In addition to this, it is also vital that in the process of carrying out innovation, they need to do so by carrying out the market survey such that it would be possible to understand the need of the customers. Hence, in this regard, the major issue that the users are facing is related to inaccurate navigation or stopped navigation. Therefore, it is vital that solutions should be searched in order to deal with the situation. In this context, with the integration of AI, it would be possible to overcome the issue. Firstly, it will be possible to get updated information about the streets and lanes. Secondly, it will be possible to help the users to get the information instantly. Along with this, it will be possible for the organisation to increase its customer base and sales (de Villiers, Tipgomut & Franklin, 2019).

10. Risk and uncertainty regarding customer desirability
As suggested by Fobel, Forgon, & Fobelová(2019), in the process of innovating a service, there is a scope for risks and uncertainties. It is crucial that these risks and uncertainties must be assessed such that it becomes possible to resolve it. In regards, to the utilisation of AI technology, the major risk that the organisation would face is concerning the development of the neural network architecture. This is because it demands both expertise as well as time. Therefore, lack of expertise will lead to issues. Moreover, if anyhow the plan or the solution fails then it will harm the reputation of the organisation.

In order to deal with such a situation, it would be crucial for the organisation to useInnovation Readiness Assessment (IRA). This will help to measure the feasibility of the technology both from the perspective of technicality and from the context of cost-effectiveness. Henceforth, it will help to eliminate the barriers that would hinder the process of innovation (Gribbin, Spencer & Bailey, 2018).

11. Reflection
With the completion of the report on value proposition assignment, I would be able to assess my strengths and weaknesses with the help of SWOT analysis.

Table 1: Personal SWOT
(Source: Created by the learner)

12. Conclusion
The report on value proposition assignment had shed light on the issue faced by the users of Google Maps. In this regard, the major problemis related to the issue of navigation. Hence, users are facing a severe issue. In this context, it is vital that updated technology such that AI should be used so that it becomes possible to resolve the issue. This will also help to gain the confidence of the customers.

13. References
Aulet, B. (2017). Disciplined Entrepreneurship Workbook. Value proposition assignmentFrom https://cqu-primo.hosted.exlibrisgroup.com/permalink/f/1rb43gr/TN_pq_ebook_centralEBC4826750

Brown, J., Zhou, Z. Q., & Chow, Y. W. (2018, January). Metamorphic testing of navigation software: A pilot study with Google Maps. In Proceedings of the 51st Hawaii International Conference on System Sciences.https://scholarspace.manoa.hawaii.edu/handle/10125/50602

Chiu, J., Meh, C., & Wright, R. (2017). Innovation and Growth with Financial, and other, Frictions. International Economic Review, 58(1), 95-125. https://onlinelibrary.wiley.com/doi/abs/10.1111/iere.12210

Coad, A., Segarra, A., & Teruel, M. (2016). Innovation and firm growth: Does firm age play a role?. Research Policy, 45(2), 387-400.https://www.sciencedirect.com/science/article/abs/pii/S0048733315001687

Crosscombe, N. (2018). INNOVATION. Brock Education, 27(2), 48-52.

de Villiers, R., Tipgomut, P., & Franklin, D. (2019). International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits.Value proposition assignment In Promotion and Marketing Communications. IntechOpen. From https://www.intechopen.com/online-first/international-market-segmentation-across-consumption-and-communication-categories-identity-demograph

Dolnicar, S., Grün, B., & Leisch, F. (2018). Market segmentation analysis. In Market Segmentation Analysis (pp. 11-22). Springer, Singapore.https://link.springer.com/chapter/10.1007/978-981-10-8818-6_2

Fobel, P., Forgon, T., & Fobelová, M. K. (2019). Innovation Management in Good Practice Context. Management Systems in Production Engineering, 27(2), 69-73. https://content.sciendo.com/view/journals/mspe/27/2/article-p69.xml

Gribbin, J., Spencer, N., & Bailey, M. (2018). A Rapid Design?Led Approach to Innovation Readiness: Advantages and Challenges. Design Management Journal, 13(1), 4-16. From http://nrl.northumbria.ac.uk/35190/1/A%20rapid%20design-led%20approach%20to%20innovation%20readiness%20submission.pdf

Osterwalder, A., & Pigneur, Yves; Bernarda, Gregory; Smith, Alan. (2014). Value proposition design (Strategyzer series).

Rubera, G., & Kirca, A. H. (2017). You gotta serve somebody: the effects of firm innovation on customer satisfaction and firm value. Value proposition assignmentJournal of the Academy of Marketing Science, 45(5), 741-761.https://d1wqtxts1xzle7.cloudfront.net/57042676/Rubera_and_Kirca_2017.pdf?1532164733=&response-content-disposition=inline%3B+filename%3DYou_gotta_serve_somebody_The_effects_of.pdf&ExpiresV4ZA support.google.com. (2019). Navigation not working in google maps, whenever we start navigation, a blue dot doesn't move with us - Google Maps Community. Retrieved 4 June 2020, from https://support.google.com/maps/thread/19030877?hl=en

14. Appendix: Disciplined Entrepreneurship Canvas

Table 2: Entrepreneurship Canvas
(Source: Created by the learner)