Cases Module 1

Case 1: Cyrus McCormick: Understanding the Importance of marketing Processes and Product Innovation

1. McCormick did not developed innovative tactics and practices for his product. He developed tactics for distribution as it is proved by setting up local agents and sub-agents and also probing the West and taking advantage of the railroad. His promotion tactics were ahead of his time creating a magazine with testimonials and encouraging field demonstrations. As for price tactics he sold low at the early stages to create brand loyalty and later introducing a standard price. However, products were shipped only partly assembled and required farmers to attach the wheels and other parts. All in all, causing for rusted bolts, ruined crops, etc. Despite the fact that this too was greatly developed in the long hall as discrepancies ensued more towards the beginning.

2. Innovative in the diffusion of his produce was the root of McCormick’s success. McCormick exploded his marketing skills in the early stages of his business. His machines did not always best his rivals but he displayed confidence in his product. He understood that manufacturing and marketing process innovation was more important as product invention.

3. Computer technology is driving most advances in food productions and marketing today. Farmers have improved control over their farming maneuvers, occupying more on management services and efficiency-producing involvements, such as chemicals and irrigation, and less on traditional inputs, such as machinery. Farmers generate higher valued products as an outcome of technological improvements in agricultural manufacture and food processing