October 22, 2010
ENTR 6200 Section 3
3M’s Greptile Grip Technology Case
3M’s Sports and Leisure Products business unit took an existing technology, 3M’s “micro-replication” and applied it to a golf glove. 3M has enjoyed great success from combining the “micro-replication” with high quality Cabretta sheep leather to create a high quality golfing glove that is second to none being offered on the market. Since the introduction of the 3M Greptile Grip golf glove there has been a large influx of competitors who offer a similar technology in the golf market. Although the global market for golf gloves is estimated at $300 million with 60 percent or $180 million in the United States. The problem is mass merchandisers have increased their share of the market over the past year. With companies such as Nike, Titleist, and FootJoy offering product’s that focus on technology and comfort that differentiate their golfing gloves from competitor’s gloves on the market. 3M has a reputation for innovation; the Greptile Grip Technology is in the growth stage of the product life cycle. So 3M must find ways to promote future growth of this technology, this leaves two questions for 3M: (1) what other applications do I envision for the Greptile technology within the sports and leisure market? (2) What new market applications (outside of sports and leisure) do you envision for the Greptile grip technology?
Since the Greptile technology is such a new technology 3M needs to find ways to apply this technology within the sports and leisure market. The easiest use for this technology within the sports and leisure market would be using this technology in baseball gloves. The use of Greptile technology within a premium leather glove would provide an upgrade over what is available on the market. Baseball players play almost every day often using the same glove daily, by upgrading the leather and using the Greptile technology...
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