Clearshield: Evaluating Market Attractiveness

by: John Branch

Publication Date: December 7, 2015
Length: 2 pages
Product ID#: 1-430-464

Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management

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Teaching Note

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A company with headquarters in Auburn Hills, Michigan, has a solution to uneven coverage of wiper fluid. Clearshield Company manufactures a windshield washing fluid heater, which instantly heats the fluid to approximately 50 degrees C. Heated windshield washing fluid sprays more consistently, helping to reach all parts of the windshield and is more effective at dissolving dirt and bugs. Clearshield also claims that windshield wipers will last longer and that the heated windshield washer fluid reduces the amount of scraping of ice and snow needed by the driver. Students are asked to find a marketing plan of action for the company.

Teaching Objectives

After reading and discussing the material, students should:

  • Apply critical concepts to define a solution to the case.
  • Critically analyze and discuss other responses and solutions to the case.
  • Draw lessons from the case analysis.
  • Generalize the case's teachings to other business challenges and decisions in organizations other than the one analyzed in this case study.
  • Demonstrate leadership and scholarship in analysis.