Scenario:
Windshield wipers were invented by Mary Anderson in 1903, when she saw that streetcar drivers in New York City had to open the window when it rained in order to see. Her invention consisted of a long arm with a rubber blade that was operated by hand from inside the cab. By 1916, all passenger vehicles were fitted with these manual windshield wipers. Automatic systems began to appear in the early 1920s.
In 1936, the first windshield washer unit became available as an option, another breakthrough in automotive technology. Windshield washing fluids, usually consisting of a mixture of ethylene glycol, isopropanol, and water, are reasonably effective at removing dirt, bugs, and other debris. The efficacy of windshield washing fluids decreases, however, in cold weather. Indeed, in winter months these fluids do not spray properly and can sometimes even freeze.
Clearshield Company, headquartered in Auburn Hills, Michigan, manufactures a windshield washing fluid heater, which instantly heats the fluid to approximately 50 degrees C The system comes in a kit that takes only 15 minutes to install and, as promised by Clearshield, will “Change Your Driving Experience.”
The first benefit of the system is that heated windshield washing fluid sprays more consistently, helping to reach all parts of the windshield. Heated windshield washing fluid is more effective at dissolving dirt and bugs. Clearshield also claims that windshield wipers will last longer. Finally, the heated windshield washer fluid reduces the amount of scraping of ice and snow needed by the driver.
MOST IMPORTANT FACTS SURROUNDING THE CASE
The most important fact surrounding the case is the better driving experience. Driving efficiency is to be improved at any cost to prevent road accidents and many other uncertainties. The Clearshield Company came up with the appropriate solution that changed the driving experience. Thus, it is also pertinent to the automobile industry revolution (Spohn). The case starts with some issues and defines some course of action. A key marketing lesson is to be derived from the case.
KEY ISSUES
Windshield washing fluids were invented in 1936. However, these fluids were not effective during the winter season. Drivers complained that these fluids froze when they tried to remove bugs, dirt, and debris from the windscreen. Drivers were not able to spray fluids constantly. It puts the lives of drivers at risk, as driving without effective spray was always vulnerable. It became the major issue.
ALTERNATIVE COURSES OF ACTION
The alternative course of action was to design the windshield washing fluid heater. In winter, this heater can provide heat (50 degrees C) to the fluid. It keeps the fluid in the liquid form, and drivers can spray it every time. It also increases efficiency, and the liquid can reach every part of the windscreen. It is an alternative course of action of the pertinent solution of the main issue. Drivers can drive safely in bad weather. Another alternative is to build the windshield washer unit, which contains the mixture of ethylene glycol, isopropanol, and water. These ingredients have been made to remove bugs and dirt quickly. Comparatively, it takes less power to operate.
EVALUATING COURSE OF ACTION
This course of action is quite effective. It has become a major addition to the automobile industry. For Instance, it can be installed manually only in 15 minutes. It is a sustainable solution, as it can last longer. It seems a cheaper solution or course of action for drivers. On the other hand, the windshield washer unit is effective in summer season only. Regarding consistency, it is not workable in the winter season. Drivers can afford more power for the windshield washing fluid heater because it is consistent and long lasting as compared to the windshield washer unit,
RECOMMENDING THE BEST COURSE OF ACTION
The recommended course of action is to install the windshield washing fluid heater. It is reliable, effective, and cheaper for drivers and protects them from different uncertainties. The most important thing is to make the driver safest on the road. Interestingly, it is quite easy to operate. It is a modern form of windscreen wiper.
MARKETING LESSON
The biggest marketing lesson that has been derived from the case is market research. It is good for the company management or research and development team to identify problems and come up with some solutions (Pillai). Based on the solution, the company positions better in the minds of customers. The marketing research provides data regarding customer needs and modern market trends. Thu, based on the data, the company attracts customers. Thus, the big lesson is shaping customer-oriented products or service. It makes the product or brand more appealing in the competitive market. The marketing and production processes are triggered by each other, and the management of the company should be aware of it (Gruber and Tal).
Work Cited
Gruber, Marc and Sharon Tal. Where to Play: 3 Steps for Discovering Your Most Valuable Market Opportunities. 2017. Pearson Education Limited.
Pillai, R S N. Marketing Management. 2010. S. Chand Publishing.
Spohn, Daniel. Evaluating Market Attractiveness: A New Venture Perspective. 2004.
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