Read the case and assume you are SMaL’s CEO, Maurizio Arienzo. You have a formal board meeting in one month to present to them SMaL’s technology and market strategies for the next two years. Write a...

Making SMaL Big - SMaL Camera Technologies
Startup companies have to make very important choices throughout their first few years in the business. Correct decisions initially help corporate to grow in the right directions of success and add more customers to generate more revenue in the future.The initial messages to the society in the form of offering valuable products, makes lots of difference. Developing the right product and selling them in the market is the only initial steps in a competitive business environment which companies face today. .In today’s competitive world, the company should be able to offer quality products at a cheaper price, in order to have more customer data base sustainable business growth .SMaL Camera Technologies were a startup company that produced highly innovative technology capabilities for the cameras. It is understood that initially the company had a good product and was well established in the market in the first year of operation, but the company was subsequently faced with challenges , which could affect the future prospects of the company. A struggling a company , facing challenging decisions at the very early stage was also devoted by the poor decisions made by the management that could not help them to make use of the opportunities. The management of the company was able to understand the impact of poor decisions made earlier and trying to take corrective actions in order to improve the business.
A technology was developed by SMal Camera Technologies which allowed cameras to use very minimum battery life during its usage followed by the increased image capabilities of the camera and this technology was named as Autobright. (Christensen, 351). Autobright would allow a camera to adjust an image to changing light conditions so that a picture will not come out too light or too dark. With this technology they developed a very small camera called the Ultra-Pocket which showed huge opportunities for growth, because no one in the market could provide both capabilities. The other features in this camera were alluring and customers would be tending to accept the features without compromise on price. The only problem the company faced is that the quality of the picture could not meet the current expectations in the market due to the size of the camera. We may categorize the camera of SMal’s as a technology which is disruptive in nature, but was cheaper in cost terms with lower quality , providing different functions as compared similar products in the market.After getting bad experience in disruptive technology, corporate feel that this technology need to be developed in order to survive in the market and this was the situation 2003.
SMal’s Target Market And Continues Or Left In The Existing Market:
After the company was established the founders had to decide on a specific product to fit into a specific market to target the. At that point of time, it was understood that, the technology has applications in three market segments and the management of the company was of the view that venturing to market will get more benefit to the company. First, the company wanted to produce a consumer – focused digital still camera , which will have good demand in the market in the recent days. At this time, digital camera had already entered in the market in the U.S. and the market had picked up. The second potential market was the security and surveillance market. The founders were of the view that many corporations would be very interested in a digital video camera that did a better job of capturing images in difficult lighting situations. The third potential market was the automotive market. Automotive companies could use for smart applications , such as cruise control system that automatically adapted a vehicle's speed to adjust for the speeds of surrounding vehicles. The targeting automotive market will bring more additional revenue for the company in the days to come and the demand for camera from this industry...