About Morpher Helmet Company
Question:
Discuss about the Business Model Innovation and Corporate Sustainability.
The report helps in analysing the different kind of strategies that can be used by the respective company named Morpher Helmet. The business canvas model analysis is required to be done on the respective company as this will help in understanding the different issues and solve them in an effective manner as well.
The main aim and purpose of the report is to understand the different kind of issues faced by the company and the different analysis of the nine building blocks of the same as well. The relationship between the different nine building blocks of the BMC is required to be done as this will help in mitigating the downside risk. The different changes have to be analysed effectively as this will help in implementing changes in the nine building blocks of the BMC.
The structure of the report includes the different kind of critical success factors that will help the business of Morpher Helmet in the entire competitive market. The different changes have to be analysed in an effectual manner as this will help the company in handling the issues and gain competitive advantage in the entire market as well.
Morpher Company is one of the organizations that specializes in selling helmets to the different customers (“Flat Folding Bicycle Helmet Online | Morpher Helmet”, 2018). The Morpher brand of helmets is one of the most comfortable kind of folding helmets that helps the customers to carry the helmets in an easy manner to different places without any kind of difficulty. The main aim and purpose of Morpher Helmets is to provide the customers who are cyclists in saving and protecting their lives. The main mission of the company is to create a helmet wherein they can carry the helmet wherever they are travelling in bikes (Antikainen & Valkokari, 2016).
There are different kind of products and services that are offered by Morpher Helmet wherein this will help the riders in riding bikes in an effective manner. Morpher Helmet tries to provide their target customers the helmets that are foldable in nature and this includes the different kind of helmets that are made of light weight materials and slips easily into small bags of the riders as well (Joyce & Paquin, 2016).
The helmets that are sold by the respective company provides magnetic clasp for the comfortable fit and these kinds of helmets are only offered by the Morpher Helmets Company wherein it sells with different kind of stunning colours and this is particularly for the teenagers, women wherein the size ranges from 52 cm to 59 cm. The respective company is trying to protect the lives of the individuals in an effectual manner.
Jeffrey Woolf OBE is the Chief Executive Officer of the respective company Morpher Helmet. There are different other employees in the HR, finance and marketing department of the respective company who has helped in achieving the different goals of the company.
Morpher Helmet Company is providing the different kind of services to the customers under the service sector wherein they try to provide different kind of helmets to the individuals especially to the teen age and women in the entire market and they try to gain competitive advantage as well (Spieth, Schneckenberg & Ricart, 2014).
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Key Partner Manufacturers of Helmet for different kind of bicycles and bikes Bicycle retail outlets Light manufacturers of the bicycles and bikes |
Key Activities R & D of the design of the helmets Development of the technology Proper customer service Marketing of the different helmets that are flexible in nature |
Value Proposition Providing the different cyclists with helmet that helps in ensuring that the safety of the cyclists is essential in nature with combining the taillight, headlight and side signals as to warn the other vehicles and their drivers about the direction of the travel |
Customer Relationships High Touch There are different kind of retail outlets that helps in providing the different customers the information and help them in purchasing the physical kind of product High Tech The website of the respective company helps in featuring the different kind of information relating to the product and this helps in providing ability to purchase online |
Customer Segments The individual kind of cyclists Bike provided in rentals Sharing companies of bikes such as Hubway |
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Key Resources Human Capital R & D Lab design Intellectual property |
Channels With the help of online social media or storefront Bicycle or the helmet retailers in the entire market |
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Cost Structure · The costs of the manufacturing are up to 15% · Costs of the holding inventory is up to 10% · Operations overhead – 18% · R & D costs that is up to 20% |
Revenue Streams · Retail or online sales of the company · Selling to the different companies and retailers |
Products and Services Offered by Morpher Helmet Company
There are key relationships among the nine building blocks of the company wherein the key segments are essential part of the company. The cost structure is essential in nature for the company as this will provide the different kind of mass market as this will help in solving the issues that has been faced by company in cost structure (Pedersen & Netter, 2015).
Secondly, the value proposition is essential in the business as this will help the company in gaining competitive advantage. The company needs to understand the value proposition of other companies who are selling and manufacturing helmets to the individuals and understand the strategies effectively as well (Schaltegger, Hansen & Lüdeke-Freund, 2016).
Thirdly, the company channels are essential as this helps the company in communicating with their different customers as to understand their different issues and solve them in an effective manner. The relationship with the different customers has to be analysed as they are the ones who help the company in gaining profit and revenues (Plenter et al., 2017).
The revenue and cost stream have to be analysed effectively as they help in analysing the brokerage fees and other kind of social media costs that will help the company in gaining competitive advantage. Furthermore, it was seen that the company implements different kind of services and provide proper service supervision (Ghezzi et al., 2015).
There are different kind of critical success factors that have to attained by the Morpher Helmet Company as this will help the company in understanding the innovative strategies that are used by the other helmet companies to gain competitive advantage in the entire competitive market. The respective company needs to analyse the different kind of success factors that will help in understanding the requirements of the customers in a more effective manner. The different critical success factors are as follows:
- Morpher Company needs to introduce the helmets wherein it will be comfortable for all age groups as this will help the company in gaining and attracting more customers in the market
- Secondly, the company needs to introduce different sizes helmets with different pricing strategy as this will help the company to gain competitive advantage in the entire competitive market (Pedersen, Gwozdz & Hvass, 2016)
- Thirdly, the respective company needs to achieve excellence with the process of improvement that helps in reaching the different goals in an effectual manner (Dijkman et al., 2015)
There are different strategies that can be applied by the respective company named Morpher Helmet Company wherein the company is facing different kind of issues such as:
- The structure of the market is changing and this is affecting the tastes and preferences of the customers. Morpher Helmet Company are not being able to compete with the different other competitors who are providing their customers with different kind of different helmets that will suit the different preferences of customers (Aversa et al., 2015)
- The respective company named Morpher Helmet is not being able to cope with the different kind of difficulties of making and manufacturing the helmets that is suitable for the different men of the society. They mainly focus on the manufacturing helmets that is suitable for the different teen age groups and women respectively (Dudin et al., 2015)
However, the respective company Morpher Helmet needs to understand the different strategies to mitigate the risk and solve such issues in an effectual manner. The company needs to try to understand the strategies of competitors that are applied by them as this will help them in gaining competitive advantage with the application of the different strategies. The strategies include the introduction of different helmets that will be suitable for male and females along with different age groups as well.
There are different changes that is required to be done I would have implemented if the entire helmet business was mine. I would have increased the key channels as this will help me in increasing the scope of the value proposition to provide my customers wide range of different helmets. I would have developed different strategies to try to implement the different skills to develop and manufacture helmets for the male and female customers and increase my business sales.
Conclusion
Therefore, it can be concluded that business canvas model is essential in nature in the helmet company as this helped in analysing the different key channels and partners as this will help in diversifying the segment of the customers in the entire locality and increase the business sales and profit.
References
Antikainen, M., & Valkokari, K. (2016). A framework for sustainable circular business model innovation. Technology Innovation Management Review, 6(7).
Aversa, P., Haefliger, S., Rossi, A., & Baden-Fuller, C. (2015). From business model to business modelling: Modularity and manipulation. In Business models and modelling (pp. 151-185). Emerald Group Publishing Limited.
Dijkman, R. M., Sprenkels, B., Peeters, T., & Janssen, A. (2015). Business models for the Internet of Things. International Journal of Information Management, 35(6), 672-678.
Dudin, M., Kucuri, G., Fedorova, I., Dzusova, S., & Namitulina, A. (2015). The innovative business model canvas in the system of effective budgeting.
Flat Folding Bicycle Helmet Online | Morpher Helmet. (2018). Morpher Folding Helmet. Retrieved 25 March 2018, from https://www.morpherhelmet.com/
Ghezzi, A., Cavallaro, A., Rangone, A., & Balocco, R. (2015, April). A Comparative Study on the Impact of Business Model Design & Lean Startup Approach versus Traditional Business Plan on Mobile Startups Performance. In ICEIS (3) (pp. 196-203).
Joyce, A., & Paquin, R. L. (2016). The triple layered business model canvas: A tool to design more sustainable business models. Journal of Cleaner Production, 135, 1474-1486.
Pedersen, E. R. G., & Netter, S. (2015). Collaborative consumption: business model opportunities and barriers for fashion libraries. Journal of Fashion Marketing and Management, 19(3), 258-273.
Pedersen, E. R. G., Gwozdz, W., & Hvass, K. K. (2016). Exploring the relationship between business model innovation, corporate sustainability, and organisational values within the fashion industry. Journal of Business Ethics, 1-18.
Plenter, F., Fielt, E., Hoffen, M., Chasin, F., & Rosemann, M. (2017). Repainting the business model canvas for peer-to-peer sharing and collaborative consumption.
Schaltegger, S., Hansen, E. G., & Lüdeke-Freund, F. (2016). Business models for sustainability: Origins, present research, and future avenues.
Spieth, P., Schneckenberg, D., & Ricart, J. E. (2014). Business model innovation–state of the art and future challenges for the field. R&d Management, 44(3), 237-247.
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