ENSI 207 Case study 2023

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Cathy Le (39169707) ENSI 207 Class Test 2023 - 600 words per answer Critically discuss the extent to which the Naro car is an example of combinational creativity, and why? The visionary entrepreneur, Hugh Kemp, dedicated 25 years of his life to being involved in developing and selling engineering solutions in the motor industry. With a history in senior and director roles at car designing corporations for well-known motor companies, and a license from Prodrive. Kemp was motivated to develop his unique innovative creation that could lead to an impact. As he explored and analyzed previously designed automobiles, Kemp conceptualized his product concept of the Naro car. This revolutionary vehicle provides consumers with choices for their daily forms of transportation. The Naro car perfectly exemplifies the concept of combinational creativity, as it displays Kemp’s ability to combine concepts from earlier motor vehicle designs and transform them into more refined and enhanced products that can cater to consumers’ needs. Not only does the Naro car have innovative features and offers choices for daily transportation, but also seeks to elevate consumers' experiences in the automotive technology space. That is why Hugh had established, The Narrow Car Company. Often driving through busy cities and packed streets can be inefficient to drive a car. By recognizing this problem, Kemp designed the Naro car by combining components from numerous motor designs to create his automotive concept. With its physical features of 2.5 meters in length, similar to the size of a smart car, the Naro car seamlessly blends the traffic- evading agility associated with motorcycles, with the comfort, safety, and load-carrying capabilities inherent in cars. Its tall narrow look is designed to be both light and efficient. One of its distinctive characteristics lies in its adaptability to accommodate either one or two passengers, offering flexible capacity for carrying various loads. In comparison to older vehicles with the Naro car, there are many distinctive characteristics that both these automotives hold. Such as its physical features and levels of impact. Conventional cars are traditionally designed with a lower center of gravity. They have wider range in size and styles, from compact cars to SUV’s and trucks. The Naro car is described as a four-wheeled motorcycle with the length of a smart car, the width of a motorbike, and the height of a multi-purpose vehicle. In addition, the Naro car weighs approximately 300kg, which is less than a third of most city cars, and can park in a third of the space occupied by traditional cars. Unlike conventional vehicles, they have different sizes, however, they need a lot of space in terms of parking depending on the specific model. This multi-purpose vehicle can have a leading impact on consumers and the future market for automobiles. Since the Naro car was innovatively designed to be increasingly more effective and efficient, this vehicle has dual-powered capabilities. For instance, this car can be powered either by a compact gasoline or diesel engine that has the fuel efficiency of up to 100 miles per gallon, or by a fuel cell engine that runs on hydrogen. This can lead to an impact on consumers as they would not be required to fill up on gas considering the fuel efficiency that this car acquires. Not to mention, the journey that can be made with the Naro car is achieved with 30% of normal fuel consumption. This concept of combinational creativity is translated into commercial success because it results in both cost and environmental benefits for the automobile market.

Overall, Kemp applied combinational creativity when developing the Naro car because he wanted to create an innovative car for consumers. Transforming conventional vehicle ideas into improved designs that aim to enhance consumers' daily transportation experiences and have a significant impact that gives meaningful relevance in the automotive market. Critically discuss the importance of relevant resources and resourcefulness in how entrepreneur Hugh Kemp approached the Naro Car opportunity. Hugh Kemp’s approach to the Naro car opportunity demonstrates the importance of relevant resources and resourcefulness. With the establishment of the Naro car concept, Kemp’s past work experience within the motor industry can be identified as an opportunity for existing knowledge. As he was once in senior roles and renowned companies like Prodrive and Lotus Cars, these experiences provided him with the technical knowledge he needed to start up his entrepreneurial venture. With his technical background in developing automotive, presentation skills, and business understanding, Kemp can leverage his knowledge to showcase his innovative product. This is considered to be resourceful as he was able to guide himself in the right direction of developing his entrepreneurial concept because of his previous experiences with creating similar automobile products. This insinuates that he does not need to rely on others when developing his concept or perhaps faces difficulty in certain areas when starting up his venture. A critical relevant resource that Kemp used throughout his journey of starting up his entrepreneur concept was his license given by Prodrive. When Prodrive decided to not pursue Kemp’s concept of the Naro car, he strategically used his licensing opportunity to take the concept forward. Hence, he established The Narrow Car Company. With his licenses, Kemp had access to a valuable resource that allowed him to gain intellectual property rights on his innovative product, which laid the foundation for his venture. The intellectual property rights that are associated with Kemp’s license can give his product a competitive edge in the market. This form of legalized right protects his unique design idea from being exploited or replicated by others. This gives him an advantage in attracting investors and collaborators because of his distinctive and protected position in the market. Another way that Kemp approached the Naro Car opportunity that incorporated resourcefulness, was when he faced challenges in his project funding. To develop prototypes for Kemp’s Naro car concept, he needed a large amount of funding. During the beginning stages of his venture, he had very little funding available to him. Ultimately, this became a risky challenge for him as he was facing difficulty securing financial resources. However, Kemp’s resourcefulness came into use as he explored several different supporting programs that could help him achieve his funding goals. Such as the Coventry University Works Business start-up program and government grant programs like the UK government SMART grant. From the SMART grant he had applied for, he was able to secure £57,000 after showcasing his concept for eighteen months. His level of resourcefulness in overcoming funding challenges allowed him to grow as an entrepreneur and learn how to adapt to available resources and seek out new ones. In addition, given Kemp’s past knowledge of conventional vehicles, he was about to use that information to seek market opportunities and diversify his product into the automotive industry. He identified potential markets for the Naro car, including personal transportation and innovative technology. These two sectors were significant divisions in the market industry as they allowed entrepreneurs to excel in future technological advancements. This

way of forward-thinking shows how Kemp strategically positioned his product to diversify the automotive market. Analyzing and using market insights can be a valuable resource for Kemp if he wishes to expand his venture. In conclusion, Kemp’s journey as an entrepreneur shows the importance of relevant resources and resourcefulness. From utilizing existing knowledge and navigating funding challenges, Kemp’s approach serves as a valuable example of how entrepreneurs can strategically use resources and demonstrate resourcefulness when starting up a venture. With this, Kemp was able to move forward and strive as an entrepreneur.

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ENSI 207 Case study 2023

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