For Earth Inc.: Launching the Force Engine and Fuel Conditioner in Canada
(6 pages of text)
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.
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.
Canada, Small, 2010
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