On the Marketing Strategy of Barreled Liquid Fuel
Keywords:Disruptive innovation, 4P, aeration, 40 inventive principles, marketing strategy
Although experts’ prediction that the global oil will be consumed in 50 years is not so sure, the massive consumption of oil is forcing the search for new clean, effective, but high-cost energy sources. One of these is the liquid fuel produced in the process of refining petroleum. Aiming at Taiwan's heavy dependence on gas barrels, this research proposes a new liquid gas replacement for liquid fuel. The fuel is liquid at room temperature and is installed in a particular PE plastic barrel. When in use, it is converted into gas through aeration and then ignited and burned for use. This product has al- most exactly the same burning cost as liquid gas, and its higher flame temperature reduces the cooking time by 25%. Moreover, it can be self-filled with liquid fuel. The pressure in the barrel is low, and there is no safety concern about gas explosion. The technology has been patented. However, due to Taiwan's current habit of using liquid gas, this product faces a marketing dilemma and cannot find an opening in the domestic market. This research intends to adopt a disrup- tive innovation marketing strategy to solve the dilemma. For a market (such as Hong Kong) that needs the advantages of this product but ignores the shortcomings, a functional analysis is conducted and identifies seven provocative ques- tions, including contradictory problems. Then, we use brainstorming and the TRIZ 40 inventive principles recommend- ed by CREXA to develop 13 marketing strategies, and use 4P to classify them.
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