Exploiting core competencies in small businesses

Abstract

A core competence is a set of different kind of special competencies and skills that brings the company a competitive advantage. The core competence approach means concentrating especially on what the company does best. This study examines how core competencies can be used in Mobisoft Oy to compete and succeed in future markets. Mobisoft is a Finnish software supplier founded in 1994. Mobisoft operates in the mobile data area offering information systems based on radio communications. Mobisoft's main product is Mobitaxi, an automated taxi dispatching system. -The objective of the case study was to define Mobisoft's current competencies and to examine the competitive environment. The study was also to define for Mobisoft a competitive strategy that could lead it to future success. This covers establishing Mobisoft's strategic goals and a strategic architecture that examines how the future targets will be achieved. The operational part of the study examined the actions needed to embed the core competence approach in Mobisoft and to achieve the strategic goals. -Together with the more general competencies (such as utilization of wireless communications, knowing the application areas, and know-how in wireless real-time systems), Mobisoft was found to possess one core competence, namely `automating fleet management'. In addition to its core competence, Mobisoft's competitive advantage was found to be based on Mobitaxi, on the company's excellent image in Finland, and on competitive pricing, especially for smaller systems. - Mobisoft has two strategic goals to be reached by the year 2002. These are `the dominant position in Finland' and `at least 50 % of the turnover from export'. Competitive advantage will be supported by references from the most competitive market areas and by creating an excellent image in global taxi system markets. In addition to current competencies, Mobisoft's future competence areas will include, among others, global marketing of complicated information systems, international business skills, and building of global high-tech brands. These three competence areas are also the basis for Mobisoft's next core competence, `global marketing of high-tech products. -In the following years Mobisoft has to launch the strategic goals and get them adopted by all employees. Mobisoft has also constantly to maintain and develop its (core) competencies. For export Mobisoft has to carefully choose the first projects and to establish a name abroad in the long run.

AB3:Ydinosaaminen on yrityksen yksittäisten osaamisalueiden ja taitojen yhdistelmä. Ydinosaamisiin perustuva strategia tarkoittaa, että yritys keskittyy niihin osaamisalueisiin, joissa se on parhaimmillaan. Tämän työn tarkoituksena on tarkastella, kuinka Mobisoft Oy voi kilpailla ja menestyä hyödyntäen ydinosaamisiaan. Mobisoft on tamperelainen ohjelmistotalo, joka on perustettu 1994. Mobisoft toimii langattoman tiedonsiirron alueella ja tarjoaa radiotietä hyväksi käyttäviä informaatiojärjestelmiä. Mobisoftin päätuote on automaattinen taksiliikenteen ajovälitysjärjestelmä, Mobitaxi. -Case-osuuden tavoite oli määrittää Mobisoftin nykyiset (ydin)osaamisalueet ja tarkastella kilpailutilannetta Mobisoftin markkina-alueella. Työn tavoitteena oli myös laatia Mobisoftille kilpailukykyinen ja menestyksellinen strategia. Strategian laatiminen piti sisällään tavoitteiden asettamisen sekä strategisen arkkitehtuurin luomisen. Strateginen arkkitehtuuri määrittelee, kuinka tulevaisuuden strategiset tavoitteet saavutetaan. Työssä käytiin lopuksi myös läpi ne toimenpiteet, joiden avulla Mobisoft voi kehittää osaamisiaan ja saavuttaa asetetut tavoitteet.