Doorguard Case Study

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| Case Study 1: DoorGuard | | Background Steven Harris developed the idea for DoorGuard, a magnetic door panel to protect car doors against dents and scratches from neighboring cars. The product is to be made of a foam panel called Mini-Cell 200, magnets, and has a cable attached to it for protection against theft. Strengths The panel is practical in the sense that it was thin, lightweight, impact resistant, and able to be rolled up. Having the panels with magnets on the back made it easy to use, and the cable that was attached and locked in the car provided the ease-of-mind from the product being stolen. Besides the practical aspects Harris extended his idea towards marketing by having the material be compatible for printing advertisements on. Weaknesses The price of the product is a major source of weakness. 30 dollars for each door guard leaves the target market unclear. The product is too expensive for companies to give away as a promotion item, and seen as too expensive for older cars that already had dents and scratches. The specific market of new cars means less sales. Opportunities While the new car market is specific, it also shows opportunity. Harris can capitalize on the fact that the United States had new car sales totaling 9,853,000. By capturing 5% of this market DoorGuard has the potential of 6,100,000 sets sold. As the United States is slowly coming out of recession, people are still looking for ways to protect their investments. DoorGuard would offer a fairly inexpensive way for a customer to prevent future damage expenses Threats There are no products like the DoorGuard currently available on the market. This causes incredible uncertainty for the customers’ interest in the product. Market The main market DoorGuard is targeted towards is people that recently purchased a new car whose value is over 15,000 dollars.
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