1a.The company this case is about is a company named DoorGuard. DoorGuard is a company that is trying to create a new market that protects cars from getting dinged or dented. 1b.Strengths: DoorGuard strengths are that there is currently no one else who has a product that does the same thing, along with a big target market. 1c.Weaknesses: Doorguard’s weaknesses are that he couldn’t find a concrete way to distribute and promote their product. Another weakness is that DoorGuard is a pioneer product it could boom or bust, with a pioneer product you cannot predict as well how successful your product will be. 1d. Opportunity-There is a big opportunity for this product to take off if he sold to only 5% of his target market he would be making $6,100,000. 1e.Threat- DoorGuard’s threat is they are a product pioneer. This will be a high risk, high reward company. It could skyrocket or else it will fall right on its face. It could be ahead of its time or the economic times could take a large portion of his target market and sway them in a different direction. 2. The market described in this article is anyone who has a car that costs $15,000 or more. These people are normally people who have are from their mid-late 20’s to 60’s that have a well paying job. They market also teenage kids who come from a wealthy family. 3. There are no direct competitors in this case. There is some indirect competition though with AutoShades. This is a company that prevents the sun from coming into the car. Their strengths are that they are cheap, sometimes come with the car when bought new, and also have different designs. The companies weakness compared to DoorGuard is that it does not protect the car at all. 4. The people possibly consuming or buying this product ages range from the mid 20’s –60’s. Most of these people are middle-upper middle class. The majority of these people have kids. These people drive to places where this is tight parking (grocery shopping, schools...
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