Mr. Preston Tucker, the main character in the movie, Tucker:

The Man and His Dream, set out to do just that in 1948. The

“Tucker Torpedo” had revolutionary features like disc brakes,

seat belts, and a pop out windshield; plus the car design is just

gorgeous. Mr. Tucker wanted to build “the car of tomorrow”

and his company built 50 cars.

The big manufacturing companies were making small improve-

ments to their designs with one character flaunting that he intro-

duced vinyl seats. The improvements Mr. Tucker proposed and

built went beyond anything on the market and the reason he

called his car “the car of the future”.

What about your product/service? How does it compare with

your direct and indirect competition? Writing a table listing your

competitors and your company will allow you to make clear

comparisons of your products/services vs your competition.

Developing a SWOT (Strengths, Weaknesses, Opportunities,

Threats) analysis is the next step. A SWOT evaluation looks at

your internal environment and the external environment where

you concentrate to maximize your opportunities and to minimize

the dangers. An entrepreneur has great control of their internal

environment: attention to market trends, diverse markets,

smart-lean operations, healthy financials, and great customer

service are some of the actions a business owner can take to

prepare to external dangers. The USA dollar is strong and has

been strengthening since last year. This is good when buying

foreign products/services. This is not so good when your busi-

ness depends on foreign buyers. The Mexican peso has deval-

ued 25% against the USA dollar since July 22, 2014. This is a

threat that a business can only prepare for by controlling their

internal environment.

Your business is unique and so will be your competition and your

SWOT. Call us at (520)515-5478 or e-mail Mrs. Cecilia V. Rivas

Schürmann at schuermannc@cochise.edu to set-up an appoint-

ment to develop strategies to maximize your profits.

Do you offer a better mousetrap?

The product/service of tomorrow

July’15

Marketing Tip