Please help answer questions 1-5 DOORGUARD: TRY ING TO IN THE MARKET MAKE A DEN
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Question
Please help answer questions 1-5
DOORGUARD: TRY ING TO IN THE MARKET MAKE A DEN T could be successful. He began to think more seriousl about developing such a product "Hey, Steven!" Steven Harris looked up to see Todd Smith striding across the student parking lot at the University of South Carolina locking his car door the new red Mustang convertible. Hello, Todd!" Steven responded as he finished THE PRODUCT Wow! Is this your car?" asked Todd, admiring Steven mentioned his project to a friend, a recent gradu ate with a degree in mechanical engineering. The eng "You've got it. That's one reason my summer was so good. This was the third year that I've worked with my brother's yard maintenance service in Myrtle Beach. Not only did I have a good time, but with the money I saved from the three summers I was able to buy this neer suggested a panel, perhaps made of rubber, that would attach to the outside of the car door. The panel would have to be lightweight, impact resistant, and waterproof. After talking to numerous suppliers of resilient materials and visiting several trade shows, Steven found a unique foam that showed promise. Manufactured by a local firm, MiniCell 200 (M200) was lightweight, im "You bet. It didn't make much difference with my pact absorbent, and relatively thin (V% inch). The driver could roll it up for easy storage. M200 also had several drawbacks, however. It was expensive, could not be ex- car. "I'm impressed. I notice you parked way out here away from any other cars." old Chevy, but I sure don't want thoughtless people denting the sides of my new car. People really dented the sides of my old cat, especially in these student parking posed to sunlight, and tore easily lots with their narrow spaces." Steven thought he could resolve the problems by You know," added Todd, "there ought to be a finding a fabric cover for the foam. He experimented with a material that had a sunlight blocker and high tear resistance, and came in a variety of colors. Howevet, the material did not readily accept screen printing, an at- tribute that Steven believed to be necessary for the pro- ject's success. Steven discussed this problem with the manufacturer. Several weeks later, the manufacturer had law against banging doors into other people's cars. Or someone should come up with some way to protect car doors. Those rubber strips that manufacturers put on never seem to be in the right place. I agree," replied Steven, "or maybe cars should have a device that automatically dents the other car in return. Maybe that would make people more careful! developed a new way to treat the material so that Steven and Todd both laughed at the thought of cepted printingExplanation / Answer
1. What consumer needs and wants does DoorGuard satisfy?
DoorGuard meet the desires or needs of their consumers by protecting and preventing the consumer cars' side from the damage caused by another car when parking. DoorGuard’s main job is to absorb the impact of the other car and because of that it mostly attract 'buyers who are conscious about protecting them from car dents caused by other cars' car door. In addition, it is lightweight and thin that can make it easy to use and store. And because of the anti-theft system that provides a comfortable feeling for the user that their car as well as the product will remain safe and secure. It has a very stylish touch as it can come with multi-color and different prints to satisfy the most demanding customers. Some other features are that it is water proof, can be exposed to sunlight and has high tear resistance characteristics that makes it cost effective and gives a feeling of satisfying owners' that they invest their money in a product that is really worth buying. And finally the price is considered reasonable because it cannot be compared to similar products on the market.
2. Which of the marketing management philosophies discussed in the text is Steven Harris following?
Steven’s marketing philosophies are the Product Concept where he focused on developing an innovative product which has high quality and performance and by using the concept of MARKETING; where consumers prefer to get the benefits of the product itself that essentially meet their needs.
His products are unique and the only one on the market that prevents denting cars. Steven has spent great effort in designing products and provide all the features that are present (ease of use, store and carry,etc). He experimented with many kinds of materials and fabrics to come up with the desired high quality product. He is very precise in selecting the product name. Product name "DoorGuard" is easy to remember and gives a positive meaning to the product.
3. If, as the text indicates, the market is "a set of actual and potential buyers of a product,” what market does Steven wish to serve with DoorGuard?
Although Steven would not mind selling the product to the whole selling market, he chose two segments to sell their products. Segment of people who can buy a new or nearly-new cars at a price of $ 15,000 and above (demographic elements), provided they do not mind paying to install factory-body protection package for their car (behavioral elements). In terms with places, the product can serve customers nationwide today.
4. What problems does Steven face? Has he forgotten to consider anything?
Some of issues that Steven faced are when at the beginning he did not have enough time, experience and money to produce the product, so he had to find a sponsor who can do all that is needed to assemble and print products. Another is issue was price and cost, this is the main ingredient of the product and is quite expensive because the foam is the highest in the list of product costs that raises the product prices. This may not pose a problem today as Steven does not sacrifice quality and that he does not have a competitor, however, may raise concerns in the future if new producers of the same product which serious competition arise.
Steven must have a research study that will allow him to predict whether the product is received in the market and better estimate the number of potential customers in the market. He also missed to make like back-up plans for products to address all possible risks, manage and lessen them.
5. What recommendations would you make to Steven Harris? How can he adopt the marketing concept? What items should he put on his marketing "to do" list?
For me, it would be better if he conducts a market research study team and develop other products to maintain the feedback and opinions because it will make him closer to the consumers' needs better and will assist him in developing desired products. It will also allow him to predict whether the product is received in the market and better estimate the number of potential customers in the market. He should also establish back-up plans for products to address all possible risks and ways to manage and diminish them. Also, he should produce different products associated with such DoorGaurd like paint scratch remover like I saw on Home shopping Network. And also focus on the product advertisement as the concept of "Need" and not "Want". This will affect consumers’ minds and make them feel that the product is a “must” buy because it will make their cars safer and more secure.
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