For Earth Inc.: Launching the Force Engine and Fuel Conditioner in Canada
In 2010, an entrepreneur is trying to enter the fuel additives market in Canada by marketing a product called Force For Earth (FFE) Fuel and Engine Conditioner. FFE is made in the United States and the entrepreneur has the Canadian license for the product. Unlike the products of many competitors in North America, FFE has been proven to deliver the stated benefits, but the entrepreneur’s dilemma is that every other product in the market claims to offer “proven” results as well, even though most of these claims are unsubstantiated, false, or exaggerated. The entrepreneur’s challenge is to understand, from a marketing perspective, the key selling features of the FFE product that would resonate with his target groups.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B11A027-E
Format: PDF
Number of pages: 11
Publication Date: Nov 24, 2011
Language: English
What material is included in this case:
Description
In 2010, an entrepreneur is trying to enter the fuel additives market in Canada by marketing a product called Force For Earth (FFE) Fuel and Engine Conditioner. FFE is made in the United States and the entrepreneur has the Canadian license for the product. Unlike the products of many competitors in North America, FFE has been proven to deliver the stated benefits, but the entrepreneur’s dilemma is that every other product in the market claims to offer “proven” results as well, even though most of these claims are unsubstantiated, false, or exaggerated. The entrepreneur’s challenge is to understand, from a marketing perspective, the key selling features of the FFE product that would resonate with his target groups.
Read more
Year: 2010
Geographic Setting: Canada
Industry Setting: Other Services;
Learning Objective
The case is intended to be used in a marketing positioning class and also in an entrepreneurship class. Students learn how to assess the current image of a group of products and develop an appropriate market entry strategy for a new competitor.
Leave your rating
"For Earth Inc.: Launching the Force Engine and Fuel Conditioner in Canada"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals