Discuss about the Strategic Enterprise and Innovation.
Baranenko et al. (2014) argue that innovation provides strategy-making capability to any company, which helps companies in acquiring the dominance advantage over its competitors.
Innovation has always remained an integral part of the Sunliner and that has proved itself as one of those factors, which has made this company a successful venture. Ever since its inception in the year 1974, the company has never looked back. The Sunliner has evolved as one of the most trusted brands in the RV industry of Australia. Nonetheless, the innovative ideas, which the Company is continually deploying, are helping them in leading the race.
This report takes through the journey of the Sunliner Company ever since its inception in the year 1974. It reveals the characteristics of successful entrepreneurs with the citation of the characteristics of the Sunliner Company. This report tries to identify and explain the leadership features of the Sunliner Company. This also explains the strategic advantage of the Sunliner Company that it derives from its continuous innovation. The report also finds out the competition in between the competitors of the RV industry. Some points of recommendation are there for the Sunliner for their future sustenance of the reputation.
The journey of Sunliner:
The Sunliner is a renowned Compoany of the Australia and with its ever-expanding reputation as one of the most innovative Companies in the RV industry. Ever since the inception in the year 1974, the Sunliner has never thought of staying back and become stagnant, rather it continually focussed on the innovation to sustain the achieved reputation. The Company first started their journey with the low cost campervans to serve the basic purpose and to bring the recognition to the concept. Back in the year 1974, the Company had never thought of the position, what it has now. According to Bartolacci, Castellano and Cerqueti (2015), their continuous striving to the innovation brought different designs and concepts every time targeting its own customers. The success then fetched helped the Company in growing its reputation as one of the most trusted brands in Australia to serve the requirements of the adventurous people. Moreover, the geographical effect and the cultural lifestyle of the Australian people have welcomed the concept of the Sunliner Company in an unlike fashion.
The Sunliner Company started its journey first with the low cost campervans. Later on, it moved on to the concept of motorhomes and fifth wheelers. Bettencourt, Brown and Sirianni (2013) argue that of all the offerings that the Sunliner has for its customers, the Sunliner Monte Carlo Motorhome is the flagship series of the Company. Nonetheless, it has won several accolades to the company. The luxurious experience in the Monte Carlo Motorhome takes one to a different stage altogether. Camisón and Villar-López (2014) argue that luxurious experiences combining with the capacity to accommodate luggages and the people inside have collectively narrowed the competition for the Sunliner. Thus, it has helped the Company in evolving as a winner and be at the forefront in the competition. The temptation for a luxury life while being on the road itself has opened up spaces to the RV industry to acquire its significant existence in Australia (Australian Motor Homes, 2016).
The Sunliner Monte Carlo Motorhome is the flagship offering of the Company that offers luxury to the fullest with sufficient spacing inside to accommodate people and luggage’s. There are numerous of series representing all such as the Campervans, the Fifth Wheelers and the Monte Carlo Motorhomes. The campervans are less luxurious but more capacitive with good mobility features than the Motorhomes. On the other hand, the fifth wheelers works on the concept of providing the luxury life with good capacity combining with the mobility features also. Cassiman and Valentini (2015) argue that it does that by giving the vehicle an extra wheel to help in expanding the size of the vehicle to accommodate more. Chesbrough (2012) argue that the flagship Sunliner Motorhome, on the other hand, focuses more on the luxury part with good capacity but less mobility than the others two do. It is a flagship offering of the Sunliner Company for the most discerning travellers. According to Davila, Epstein and Shelton (2012), the classic and the contemporary designs with the interior engineering has together brought smile on the faces of the discerning travellers. According to Jaruzelski, Loehr and Holman (2013), Technology has been used to the fullest of its exposure in the Monte Carlo series for the Sunliner Motorhomes.
Characteristics of successful entrepreneurs with reference to the Sunliner:
Jimenéz-Jimenéz, Martínez-Costa and Sanz-Valle (2014) argue that Successful entrepreneurs have several characteristics into them that help them stand in the competition at the forefront. Johnston and Bate (2013) argue that these features comprises of passion and motivation, risk taking, self-belief, adaptability & flexibility, understanding market etc. These basic features separate out the winner from the competition.
According to Kafetzopoulos and Psomas (2015), Passion and motivation comes in the picture for its utmost importance to any entrepreneurs. Passion is something that brings passion for anything. King and Lakhani (2013) argue that nonetheless, motivation is required for any success to achieve and it just gets bigger with when it comes to an organization. Kumar et al. (2012) argues that those who are contributing to the organization with their different assigned role, they all are required to give their best to the chances provided. Laforet (2013) argues that working collectively on the fullest of the potential makes things easier comparatively and this is something, which script the story of a successful organization. Lopez-Valeiras, Gomez-Conde and Naranjo-Gil (2015) argue that the Sunliner Company is the leader in the RV industry and its ever-ending motivation has catapulted this on the top position.
Risk taking is another important aspect in the feather of successful entrepreneurs. This is something, which encourages for the innovation. Innovation is not just a term rather it evolves through a continuous long process. Nonetheless, the courage to go for a change and thereby inviting the risk factors involved in bringing the change gives birth to the innovation. Ye?il, Büyükbe?e and Koska (2013) argue that the Sunliner Company are a good reader of the market competition and that understanding of the competition and their capability has collectively encouraged them for risk taking. Nonetheless, the one who fears to take risk do always fall short when it comes to survive in the competition.
Self-belief is another very important characteristic of an entrepreneur. It helps in believing into the capability of entrepreneurs to give them chances to new ideas and thoughts. This again relates to innovation as it involves acknowledging the capability and then moves accordingly to achieve the success. Employees in the Company have strong self-belief in themselves ad that has reflected on their innovation part. Moreover, Wachsen and Blind (2016) argues that the innovation is separating the Company from others in the competition by allowing them to go for a change every time with the analysed customer’s requirement.
Teece, Peteraf and Leih (2016) argue that the adaptability & flexibility is the one nature, which strengthens the root of a Company firmly in the market. Adaptability with any circumstances and being flexible with the ever-changing customer’s requirement is something that narrows the line of competition in between the competitors. The Sunliner holds the status of one of the leading companies in the RV industry and this is to some extent because of their flexible nature with the ever-changing customer’s demand. They started their journey with the low cost campervans but gradually kept on experimenting with new ideas and thoughts to sustain the ever-losing reputation. The production of motorhomes and fifth wheelers are the consequence of their flexibility nature only. All the offerings ranging from the Campervans, motorhomes to the fifth wheelers are just the examples of being flexile with the customer’s demand. They understand their segment of market and that speak about their adaptability with the market demands.
Teece, Peteraf and Leih (2016) argue that the understanding the market and the targeted customers are the two most difficult aspects in the feathers of market competition. According to Pisano (2015), to penetrate better into the market segment, the proper understanding of the market and the targeted customers are immensely required. The Sunliner’s ruling in the market clearly reveals that the Company has a comparatively better understanding of the market and the demands of customers. According to Pisano (2015), ever since its inception, the Company has never looked back rather it has continually evolved as the quick learner of the mistakes.
Identifying and Explaining entrepreneurial spirit and leadership of the Sunliner:
The Sunliner is possessed with numerous features that enhance the entrepreneurship skills into the organization. Ever since its evaluation in the year 1974, the Company has never looked back, rather it went on progressing with every bit of its innovation. The most dominating feature of the Sunliner Company is its flexibility with the changed behaviour of the customers and the desire to use innovation. Moreover, Raasch and Von Hippel (2013) argue that the flexibility of the Company with the ever-changing customers demand can very well observed in the scuffling of the Company with the various range of vehicles. They started their journey with a low cost campervan back in the year 1974 when Tony Hunter with his wife Sue decided to convert a purchased van into a camper. Ever since then, they continually strived with their ever-changing innovation and brought new concepts of RV every time when it was required the most (Raasch and Von Hippel 2013). Their scuffling from campervan to motorhome and to the fifth wheelers strongly gives a support to the fact. Raasch and Von Hippel (2013) argue that they are one of the most innovative Company of Australia and are continually involved in bringing new ranges of luxurious RV.
Raasch and Von Hippel (2013) argue that, innovation has taken the Company to a next level and that is observable in their ranges of offerings.
Acquiring strategic advantage with the help of innovation in the Sunliner:
According to Raasch and Von Hippel (2013), Strategic advantage is a characteristic of a company that possess the capability of providing an adventurous edge over the competitors. Strategic advantage is not always the same and keeps on changing with the changed behaviours of customers. Raasch and Von Hippel (2013) argue that a company deploys its existence in the targeted market segment with the pre-prepared strategic advantage targeting its penetration in the market. Raasch and Von Hippel (2013) argues that it takes a while to acquire a significant place in the market but a strategic advantage eases the competition out and drags the market in favour of the Company. According to Pisano (2015), Strategic advantage is the production of a continuous evolution in the field of innovation and that is something, which has helped the Sunliner Company to evolve as a winner in their segment of market. According to Pisano (2015), Innovation has evolved in the Sunliner Company through a continuous process of its flexibility with the ever-changing customer behaviours. Innovative ideas and thoughts have all contributed the Sunliner in acquiring the dimensions in their manufacturing. Moreover, According to Raasch and Von Hippel (2013), a continuous striving of the Company in its innovation part has helped them in building up their own strategic advantage that has helped the Company in gaining the reputation.
According to Raasch and Von Hippel (2013), there are some company, which has its strategic advantage in their low prices such as the Wal-Mart. On a contrary to this, Pisano (2015) argues that the Sunliner Company is more class oriented. They are relying on their sheer class offering in terms of facilities to enhance the life experience even further inside the RV. Teece, Peteraf and Leih (2016) argue that this kind of strategic advantage has helped the Sunliner Company in catapulting an enormous success to the Company. It is a worth watch that the Company still has its customers and has emerged as the leading RV Company in Australia. The reason behind this is the sheer understanding of the market. The Sunliner Company has targeted a particular segment of customers with their offerings and with Monte Carlo Motorhomes, they targeted those people who are adventurous and enjoy making fun on a road itself. The high-class standard peoples living in Australia are socially very inclined towards trips and holidays. Their instincts have attracted the Sunliner Company to get a hold on their targeted customers by providing them some flagship Monte Carlo Motorhomes. Moreover, according to Teece, Peteraf and Leih (2016), the Monte Carlo Motorhomes are classy and contemporary in look and are of top notch in facilities standards
Research on the strategies of companies of the RV industry with the help of a figure denoting the competition in between:
Competition is enormous there in between the top caravans manufacturing companies in Australia. Avida, Sunliner, Colorado and Royal Flair are notably the few manufacturers, which have established them as the top manufacturers of RV in Australia. The ever-expanding RV industry in Australia is the collective efforts of these notable companies. Moreover, competing with each other to prove the dominance in the market with the help of innovation has brought smiles on the faces of the RV industry in Australia. Australia has now emerged as one of the largest RV industries in the world. Nonetheless, Teece, Peteraf and Leih (2016) argue that the geographical and the social culture of Australia have helped the RV industry to groom to the fullest.
Avida is the largest motorhome manufacturer in Australia, offering variety of ranges from motorhomes to caravans while focussing mainly on the designing part to give this the most robust structure. Moreover, it suits the Australian geographical condition. The Company is striving in their continuous innovation to enhance the productivity with respective quality parameters to have a competitive edge on its companies. Consequently, the Company is helping the Australian RV industry with its robust design vehicles opening up ample of opportunities to the Australian customers (Australian Motor Homes, 2016).
Sunliner is one of the largest manufacturers of motorhomes in Australia. Their continuous striving to the innovation has brought in beautifully designed classical luxurious motorhomes to the Australian people. The luxurious offering by the Company to have a competitive edge on its competitors adds another feature in the feathers of variety of classes offering to the Australian people. Nonetheless, it has evolved Australia as one of the most versatile country in RV industries (Australian Motor Homes, 2016).
Colorado caravans are the manufacturer of a wide range of standard layouts caravans in Australia. They have been serving the purpose for the last fifteen years with their continuous evolution as a sustained innovative company. The innovation has helped in going through the entire fifteen years with utmost success. It now caters a wide range of caravans to have a competitive edge and to sustain the competition. The Company has added another feature in the success story of Australia in the RV industry globally by adding variety of options to the customers (Australian Motor Homes, 2016).
Royal Flair Company, ever since its inception in the year 1975 continually focussed on offering wide range of new caravans to suit the needs of people. A continuous striving to the innovation has compelled them every time to be flexible with the ever-changing traveller’s behaviours. Moreover, the Company tried every bit to produce the same quality in their production. It brought the recognition to the Company as the manufacturer of a wide range of new caravans in accommodating a full family inside a single caravan. To give it the competitive edge over its competitors has helped Australia by providing wide range of high capacity caravans (Australian Motor Homes, 2016).
The first identified issue in the RV offering of the Sunliner Company is the driver seat, which is less effective as it does not have sufficient spacing inside the motorhome for this to swivel around. The swivelling of the seat enables the drivers to revolve around. Nonetheless, the driver does not require standing up and then turn around every time.
The second issue, which the learner has noticed is a comparatively smaller slide out that results in a comparatively reduced facilities inside the motorhome. The longer slide out enables accommodating larger space that allows more facilities and amenities within the caravans. This is something, which is missing in the caravans offerings from the Sunliner.
The third issue, which the learner has traced out is the low capacity payload that is only limited to 500 kg. A caravan journey becomes joyful once it meets with the basic requirements of the travellers. Moreover, any glitch in the offerings may lead to customer dissatisfaction.
The first point of recommendation is for a driver seat that does not swivel around. The Sunliner should give an extra spacing to the driver seat to enable the seat to swivel as this makes a comfortable sitting experience to the driver.
The second recommendation is for a longer slide out and there is a requirement of increasing the slide out a bit by making this in right proportion with others. The Sunliner should take a significant step in bringing out the change to inbuilt a comparatively longer slide out, which helps in providing extra space inside the motorhome to accommodate a spacious experience to the travellers.
The third recommendation is there for the payload part, which is limited only to 500 kg. The payload inside the Sunliner Monte Carlo Motorhome needs to be comparatively larger in space to allow more luggages. Moreover, in the researcher point of view, increasing the slide out size will be helpful in bringing out both the changes related to the driver seat and the payload as it gives ample of capacity options.
Innovation is an important and integral part of any enterprises irrespective of their business limit. Innovation provides a competitive edge to a company over its competitors. This report clearly reveals that the Sunliner is an innovative company that continually works on their innovation parts. Innovation that has always remained their integral part has brought flexibility with the ever-changed traveller’s behaviours. The Sunliner never looked back ever since its inception in the year 1974. Moreover, their continuous striving to the innovation to get the competitive edge has resurrected them as one of the biggest manufacturers of caravans in Australia. Their innovation has helped the Company in bringing out wide range of motorhomes, campervans and fifth wheelers. The Sunliner Monte Carlo Motorhome is the flagship model of the Company that is loaded with full of facilities and luxuries. The competition of the caravans manufacturing companies to acquire the competitive edge is helping Australia in achieving a high slot in the RV industry. At present, Australia is one of the biggest manufacturers of caravans. The competition in between the Australian caravans manufacturing companies is prospering the RV industry in Australia. The suitable geographical condition and the socio-cultural life of the Australian people are helping the RV industry in expanding to its fullest. It is by the virtue of the geographical effect added with the social lifestyle of the Australian peoples having inherited the adventurous instinct into the peoples. The socio-cultural lifestyle have compelled the Australian people go crazy for a luxury ride while being on the road itself and that is something, which has provided an space for the RV industry to get hold of the Australian market. Moreover, this is encouraging the Sunliner Company to manufacture a luxury RV such as the Sunliner Monte Carlo Motorhome.
Australian Motor Homes. (2016). Avida Caravans. [online] Available at: https://australianmotorhomes.com.au/rv-manufacturers/avida-caravans [Accessed 27 Dec. 2016].
Australian Motor Homes. (2016). Colorado Caravans. [online] Available at: https://australianmotorhomes.com.au/rv-manufacturers/colorado-caravans [Accessed 27 Dec. 2016].
Australian Motor Homes. (2016). Royal Flair Caravans. [online] Available at: https://australianmotorhomes.com.au/rv-manufacturers/royal-flair-caravans [Accessed 27 Dec. 2016].
Australian Motor Homes. (2016). Sunliner Motorhomes. [online] Available at: https://australianmotorhomes.com.au/rv-manufacturers/sunliner-motorhomes [Accessed 27 Dec. 2016].
Baranenko, S.P., Dudin, M.N., Lyasnikov, N.V. and Busygin, K.D., 2014. Use of environmental approach to innovation-oriented development of industrial enterprises. American journal of applied sciences, 11(2), pp.189-194.
Bartolacci, F., Castellano, N.G. and Cerqueti, R., 2015. The impact of innovation on companies’ performance: an entropy-based analysis of the STAR market segment of the Italian Stock Exchange. Technology Analysis & Strategic Management, 27(1), pp.102-123.
Bettencourt, L.A., Brown, S.W. and Sirianni, N.J., 2013. The secret to true service innovation. Business Horizons, 56(1), pp.13-22.
Camisón, C. and Villar-López, A., 2014. Organizational innovation as an enabler of technological innovation capabilities and firm performance. Journal of Business Research, 67(1), pp.2891-2902.
Cassiman, B. and Valentini, G., 2015. Open innovation: Are inbound and outbound knowledge flows really complementary?. Strategic Management Journal.
Chesbrough, H., 2012. Open innovation: Where we've been and where we're going. Research-Technology Management, 55(4), pp.20-27.
Davila, T., Epstein, M. and Shelton, R., 2012. Making innovation work: How to manage it, measure it, and profit from it. FT press.
Jaruzelski, B., Loehr, J. and Holman, R., 2013. The Global Innovation 1000: Navigating the Digital Future. Strategy+ Business.
Jimenéz-Jimenéz, D., Martínez-Costa, M. and Sanz-Valle, R., 2014. Innovation, organizational learning orientation and reverse knowledge transfer in multinational companies. Electronic Journal of Knowledge Management, 12(1), pp.47-55.
Johnston, R.E. and Bate, J.D., 2013. The power of strategy innovation: a new way of linking creativity and strategic planning to discover great business opportunities. AMACOM Div American Mgmt Assn.
Kafetzopoulos, D. and Psomas, E., 2015. The impact of innovation capability on the performance of manufacturing companies: The Greek case. Journal of Manufacturing Technology Management, 26(1), pp.104-130.
King, A. and Lakhani, K.R., 2013. Using open innovation to identify the best ideas. MIT Sloan management review, 55(1), p.41.
Kumar, K., Boesso, G., Favotto, F. and Menini, A., 2012. Strategic orientation, innovation patterns and performances of SMEs and large companies. Journal of Small Business and Enterprise Development, 19(1), pp.132-145.
Laforet, S., 2013. Innovation characteristics of young and old family-owned businesses. Journal of Small Business and Enterprise Development, 20(1), pp.204-224.
Lopez-Valeiras, E., Gomez-Conde, J. and Naranjo-Gil, D., 2015. Sustainable innovation, management accounting and control systems, and international performance. Sustainability, 7(3), pp.3479-3492.
Pisano, G.P., 2015. You need an innovation strategy. Harvard Business Review, 93(6), pp.44-54.
Raasch, C. and Von Hippel, E., 2013. Innovation process benefits: the journey as reward. MIT Sloan management review, 55(1), p.33.
Teece, D., Peteraf, M.A. and Leih, S., 2016. Dynamic Capabilities and Organizational Agility: Risk, Uncertainty and Entrepreneurial Management in the Innovation Economy. Uncertainty and Entrepreneurial Management in the Innovation Economy (April 7, 2016).
Wachsen, E. and Blind, K., 2016. More labour market flexibility for more innovation? Evidence from employer–employee linked micro data. Research Policy, 45(5), pp.941-950.
Ye?il, S., Büyükbe?e, T. and Koska, A., 2013. Exploring the link between knowledge sharing enablers, innovation capability and innovation performance. International Journal of Innovation Management, 17(04), p.1350018.