Emr Case

EMR case

Eric and his wife Mary starting their RV repair business out of their home and become large enough to allow them open their own shop. The business has stable growth, but they want more of that. They aim to be the supplier of innovation RV products. However, Eric and Mary have developed their first product (Lock-Awn antibillow device for RV patio awnings). They have invested around $10,000 of their money to develop prototype product. They have positive feedback from customer who is try their prototype product.

Eric and Mary are unsure about whether their lock-Awn product will successful or not. Because they aware of competitors selling a similar products. And they are uncertain about which product the customer will prefer. Money was too tight for risk market entry without better understanding of lock-awn market viability. Eric wants to know if investing more money in lock-awn right thing to do or not. So he wants to know more about the market to set the marketing strategy. So, Mary starts to review the information about potential customer and competitors. That information will help them to know how they can market their product and decide what marketing strategy to use.

The RV Industry

RV is vehicles that combined transportation and temporary living for recreation, camping and travel. The interested of RV are back to 1900 when nature enthusiasts customized their own vehicles in order to see the country. After roads are improved the interested of RV has been growth. However, it wasn’t until the 1960 that term RV was consider as marketing tool.

By 2000, RV industry consisted of 135 RV manufactures and more than 200 suppliers of component part and service. RV has two main categories motorhomes and towable. The towable RV is less expensive than motorhomes.