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Medium Profitability Product Launch

REEVE TEC.

#Automotive
ProHub Comment

This case tests profitability analysis and product launch decision-making in a mid-market B2B automotive context. Candidates must identify that declining profitability stems from market share loss in a specific product segment rather than overall market decline, then apply breakeven analysis to choose among product options. The case emphasizes revenue-side solutions over cost-cutting, which is appropriate for a software-focused supplier.

Estimated Time 15 minutes
Difficulty Medium
Source IESE
50 / 100
REEVE TEC., is a TIER 2 automotive supplier specialized in VAI (Video Artificial Intelligence). The company offers safety related products, and currently serves the most relevant OEMs in Europe (original equipment manufacturers). After 9 years of growth, profitability has stagnated for the past year. The CEO hires you to: • Find why is this trend happening • Define ways to increase profits

Clarifying Information

  1. TIER 2 suppliers are experts in their specific domain, but they don’t have the desire to produce auto-grade parts. Thereby they can also sell to non-automotive customers. REEVE currently sales to OEMs only
  2. REEVE sales pre-collision video technology as in a catalog of 3 different product segments, having gained its competitive advantage thanks to its in-house developed Software
  3. The company has its core in Software development. Product manufacturing is subcontracted in a long-term contract and thereby doesn’t affect REEVE’s profitability
  4. Car safety technology is a fierce market, with many players interested to gain market share
  5. The CEO doesn’t have a specific growth target. He’s looking for short & long-term solutions