Competition:
The competitor of Advanced Parking Guidance System should be Parking Guidance System. It is a little machine that can be installed in any vehicle. The screen of the machine will tell the driver the exactly distances between the barrier and the vehicle. Also, it will alarm when the vehicle really close to the barrier.
Amount of Change in User’s Behavior
The consumers might compare the Advanced Parking Guidance System to Parking Guidance System, or Rearview Camera. In my mind, it’s a dynamically continuous innovation. It is a big innovation. Advanced Parking Guidance System is a self parking system, not as the Parking Guidance System and the rearview camera, which just make the parking much easier for the driver, but according to the Toyota web site that “Advanced Parking Guidance System requires driver brake control. Always look around outside the vehicle and use mirrors to confirm clearance.” (Toyota). It means that semi-auto self parking system, and the next innovation might be the auto self parking system, which computer can analyze the clearance by itself and do the parking automatically.
It is a great innovation. It makes more convenient for parking, especially for the rookie drivers. Therefore, this factor will help speed up diffusion.
Relative advantage of innovation
As we know, the most difficult part of parking is when and how much we turn the wheel, and when we turn it back. The biggest advantage of this innovation is that the vehicle will does this most difficult part for the drivers. Sometimes it’s a perfect parking, and sometimes the driver should drive the vehicle forward a little bit. The other systems such as Parking Guidance System or rearview camera is using for guide. Drivers should parking by themselves anyway, which means the problem of parking is fixed but not enough.
A great innovation leaves a huge advantage. This factor will help speed up diffusion.
Observability of the Relative Advantage
I saw a YouTube video about Advanced Parking Guidance System. In this video a man drive the Toyota Prius Five and ready for parking. He just stopped the vehicle and pressed on the screen to start the Advanced Parking Guidance System, and then he left his hands from the wheel; put them behind his head. After two or three second stop, the wheel turned automatically. This guy finished the side parking without his hands.
When I saw this video as a customer, it makes a good sense to me. We are not the professional driver, and the vehicle for us is just a tool. Therefore, it’s not necessary for us to practice a high-level of parking skill. If I’m a rookie driver, I would like my vehicle has the Advanced Parking Guidance System, and I suggest the rookie drivers using that system.
I’ll say that this factor will help speed up diffusion.
Trialability of the innovation
Nearly fifty percent of vehicle accidents happen while the drivers attempt to park. Therefore, there is an idea which is using a system to avoid those impact and crash. No matter of the cultures, there is nobody wants to have an accident when drive so reduce the accident rate became a very good and important idea for the seller to the product can be sampled by the prospective buyers.
Reduce the risk is match for the idea “safe driving”, and customers are looking for that. Therefore, I believe that this factor will help speed up diffusion.
Compatability of the innovation
Advanced Parking Guidance System is just an independent system for Toyota Prius Five without language barrier. Therefore, it doesn’t need to compat with anything, in my mind. According to that, this factor doesn’t have any relation with speed up or slow down diffusion.
Complexity of the innovation
Advanced Parking Guidance System is an absolutely low-complexity innovation. Drivers only need select the type of parking by pressing the icon and stop for a second then the vehicle will parking automatically.
Customers can understand and use the new technology easily which is a very important thing. Therefore, this factor will also help speed up diffusion.
Overall conclusion of the rate of diffusion
There are six factors, and one of them is not related. The rest five factors all speed up diffusion. Because of that, in my opinion, the Advanced Parking Guidance System is a great innovation, and rate of diffusion will be really fast as my perspective.
Reference
Advanced Parking Guidance System (APGS) [self parking system] option as
part of the Advanced Technology Package on the Toyota Prius Five-
http://www.toyota.com/prius-hybrid/trims-prices.html
CHECKLIST (You must fill out this checklist and submit with your paper as
the last pages)
Select one of these two:
_____ As the focus of this paper I chose one of the products listed on the
assignment description.
OR ___*__ As the focus of this paper I used a product that was approved by Dr. Stone.
_____ The direct and indirect competition have been researched and identified.
___*__ The amount of change in user’s behavior is categorized into 1 of the 3 groups.
___*__ The effect of the amount of change in user’s behavior on the diffusion of
product is assessed.
___*__ The effect of the relative advantage on the diffusion of the product is assessed.
___*__ The effect of the observability on the diffusion of the product is assessed.
__*___ The effect of the product’s complexity on the diffusion of the product is
assessed.
__*___ The effect of the compatibility of the product on the rate of diffusion is assessed.
___*__ The effect of the product’s trialability on the rate of diffusion is assessed.
___*__ The overall assessment of this product’s rate of diffusion is determined.
___*__ Each of my assessments is explained.
___*__ I used the required subtitles (indicated in the assignment’s instructions).
__*___ Paper is no longer than 7 1/2 pages, not including the cover page and the
Checklist pages.
___*__ All secondary information in the body of the paper has the source of that
information cited within the paper.
__*___ A Reference list of all secondary sources is included at the end of the paper
(but before the Checklist)
__*___ I followed APA citation style both for intext citations as well as the References list.
.
Cover page included with the following information.
__*___ my name
___*__ the course number (MKT 345)
__*___ the course reference number (07133)
__*___ the course name (Consumer Behavior)
___*__ the semester (Fall 2011)
__*___ the assignment name
__*___ the date of submission
___*__ the statement of academic integrity (copied from the Communications
Guidelines document)
___*__ all of the above information is located in the center of the cover page
___*__ Pages are numbered, excluding the cover page.
__*___ Page numbers are on the bottom center of each page.
__*___ All text is double-spaced, with the exception of long quotes (that are to be single
spaced and indented with no quotation marks) and charts.
___*__ Paper is prepared in MS Word as either a doc or docx file.
__*___ Font size is 12 point.
__*___ I did not use script style font.
___*__ Font color is black, with the exceptions of the cover page, exhibits, charts,
graphs, pictures, and URL’s.
___*__ I named the electronic file as “My Name – Innovations Assignment”.
___*__ I titled the subject in the Deliver Here area as “My Name – Innovations
Assignment”.
Select one of these two:
_____ If I used left justified paragraphs I doubled the double spacing between
paragraphs.
OR ___*__ I indented the first line of each new paragraph.
