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Unformatted text preview: FINAL PROJECT Executive Summary SPD technology, or suspended particle device, is a newly discovered technological advancement that allows consumers to control and adjust how much glare, sunlight, and solar heat can pass through glass such as those on their windows at home, offices, and automobiles. Applying this technology on car windshields would enable the driver to control the tint on their windows, giving them optimum comfort without having to deal with the everyday annoyances of glare and solar heat, further maximizing visibility on the roads (Yeh, Proposal). Through careful analysis of the extensive market research performed, the conclusive data suggests that the business venture introducing this new line of SPD windshields has incredibly strong potential for success once made available in the consumer market. This product has clear technological feasability in that the applications needed to make these items have already been widely manufactured, distributed, and further perfected. The technology, which involves a thin electrically conducted film, has already been applied to residential and corporate building windows, car sunroofs, and rear windows. This makes it much more likely for consumers to incorporate the technology into another application, the windshield, because customers have been already been exposed to and understand its functions comprehensively. Although its application on windshields have yet to be proved successful, SPD film will be able to provide significant benefits to consumers in that they will be able to eliminate the suns blinding glare, reduce solar heat build up, prevent harmful UV radiation effects, and overall improve driving experiences and customer satisfaction. Replies to Questions/ Concerns Raised in Project Proposal and Assignment #1 Proposal 1) Comment: Since you say this would not cost any more to produce, how difficult would it be for competitors to imitate the product? Response: After further research, the SPD material has been found to be relatively expensive, especially for such a low-involvement product of a windshield, because of its scientifically intricate and complex nature. Because this piece of equipment requires a great deal of knowledge and intensive laboratory research in order to be produced, it would be rather difficult for a competitor to replicate if they are denied access to this information. Competitors will also find these products difficult to imitate in that most companies hold patents over their technology, prices are still inconsistent on the market, and successful applications of these technological features have yet to be understood. Competitors can however, penetrate a different segment of the market by creating a functionally similar windshield using different technological applications. These would involve photochromic or electrochromic material that allow for adjustable tinting, essentially producing the same desired effects as the SPD film would. These materials however, have encountered the same desired effects as the SPD film would....
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This note was uploaded on 03/24/2008 for the course BUAD 307 taught by Professor Morristowns during the Fall '07 term at USC.
- Fall '07