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... This paper will analyze decisions and activities that OEC have undertaken from 4Ps・ perspective, reasons for car manufacturers have not adopted OEC・s engine, and then will discuss marketing lessons learned from the fact that OEC・s technology has been adopted by the makers of marine outboard motors in the US. ... Decisions And Activities That Were Undertaken By OEC
The major decisions and activities they have adopted could be classified into four sections, which are product, promotion, price, and place. ... 1 Product
According to the case study given, since the OCP technology was developed with the 1.2 litre automobile engine as prototype, OEC Company mainly offered a range of products including large engines, small engines, outboard marine engines, small engines for non-automotive uses (SEFIS and METEOR), and its application for conventional four stroke engines. ... As for small engines, since city cars are boosting in congested city, OEC offered an 800 cc OCP two-stroke engine for sub-compact city. ... For Non-automotive uses, OEC developed a low cost small engine fuel injection system that could reduce the high pollution levels. ... As a consequence, OEC already develop a full range of products that could meet different customers・ needs in various fields. In addition, the products of OEC could meet environmental pollution standards, which means this should be the company・s competitive advantage over its competitors. ... By using this strategy, OEC could obtain its credibility and reputation from the market place since the famous multinational companies like GM displayed OEC・s products. ... 3 Price
Since considering a necessity to develop a pricing policy for its intellectual property at an early stage and a fact that OCP engine would be about $200 to $300 cheaper than conventional engines and due to a lighter and smaller engine, redesign of the car could save further $200, OEC, hence, priced the technology at $30-$50 per engine built.
Approximate Word count = 1430
Approximate Pages = 5.7
(250 words per page double spaced)
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