Licensing of Technology: Marketing Distribution Through a New Channel

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Table of Contents

Introduction
Conditions Applied
Implications
Conclusion
Reference

Introduction

The venture is to have the maximum profit margin. This is the target that set the company to give the deal of applying the marketing strategy to a new channel. The experience sometimes needs to be counted and that’s what the whole proposal was concentrating on. The target of this paper is to make a wide exploration in the field of new distribution channel- Licensing of technology to manufacturers/developers. The attempt is to speculate all kinds of developments that are coming into this periphery. As a matter of fact many companies have contributed a lot in the field of new distribution channel- Licensing of technology.

All kinds of manufacturers and the product oriented companies are trying to bring in the best possible product to the market in order to have better substitution for the safety precautions on the road. The accidents are targeted to be avoided and there are many who are trying to get hold over all kinds of preventive measures. The paper aims towards the elaborative contributions made by all those companies that gets counted for the new technologically upgrade products to bring in more safety in the driving process. All these new ventures are initiated by the act of pursuing various marketing strategies in order to get the dominant space over the market.

Conditions Applied

For the purpose of new distribution channel- Licensing of technology to manufacturers/developers, there is the introduction of a rear video camera system that came over the market by Audiovox. It has been named after the Long Island that is just two-year-old. It was well backed over the issue of killing by his father in the year of 2002. It is the Cameron Gulbransen Kids Transportation Safety Act of 2007. The dominance of the same gets the mandate that the role played by the Department of Transportation is very vital in the establishment of the rear visibility performance for kinds and standards for cars. The participation was further enhanced by S.U.V.’s and the transportations like those of minivans that are manufactured within about three years.

As a matter of fact Kids and Cars, is in general a nonprofit group that has pushed for the participation of law. The purpose is meant for the estimation of about two children gets killed by vehicles within a span of a week. The purpose of this camera is thus to make the driver see the small children directly as they move behind their vehicles. This is a very typical kind of solution and that has brought in enormous safety measures to the act of driving on the road (John R. Quain 2006).

Global Auto-Multimedia Electronics was keeping the simple condition of good performance and a very dynamic presentation for the rise in profit margin. As the product gets launched in this new channel there are all kinds of dissatisfaction comes in against the channel that had the responsibility towards it. Quinn, J.B., (1992), discusses that the extent of having the venture in accordance to the strategical proceedings of the market increases the responsibility of the channel.

The estimated price of this exclusive product will range within $800 to $1700. It is also dependent over the specified features and types of the vehicle. As for the maintenance cost of this automobile, it has been estimated to be roughly to be within a range of $50 per service. However that is very much recommended only once every 18 months. All these were the most notable features that the channel was supposed to highlight al these features in order to have better customer response.

There are certain amounts of features that the channel would have made a mark for more customer realization. As for instance there is the application of rear reflection mirror instead of the traditional reflection mirror. The very attractive feature of being composed of a build-in LCD system was ignored. There was also the provision for a digital distance indicator that also has got two reading lights made the automobile more special. Not only that there is the need of certain implications like those of Market research with all sorts of particularizations. McKenna, Regis (1997), states that the preparations for the setting out aims and budgeting too are the determining factor for better outcome.

The marketing sector needs to be maintained well. The simple reason is that there is no point of having the risk factor of demoralizing losses for the client company. Sveiby, K.E. (1997), adds that this also needs the exclusive participation made by the management on the board and the all the participators in the marketing units. Mintzberg, Henry (1973, p. 38) makes it clear that e purpose is to have the dominance over the market to regularize more profit and to reach the target customer in much faster way. As the channel takes up the responsibility there are many marketing and managerial skills get into the job to make it a success (Probst, Gilbert, Raub, S. and Romhardt K. 1999).

As a matter of fact the Global Auto-Multimedia Electronics is aware of the competitors that persist in the market. As Audiovox offers similar products and has the facility of serving the same functions it gives a good competition to the company. Volvo too came up with their own specialized variation of the same product, with the additions of similar functions. Added to these two tough competitors the company has got numerous look-alikes.

All these are in the aftermarket sectors of the automobile industries and are preparing for a tough condition in the advertisement sector. The other competitive brands of automobiles are Clarion, Alpine, Kenwood, Eclipse, Panasonic, JVC Mobile, Pioneer and Sanyo. Barton, D.L., (1995), states that the most interesting part among all competitive brands is that all these have got competitive price ranges. Most of them range the price list from $150 and $500. It is quite competitive for Auto Vision Guard to be in the market with such a range.

There is certain amount of marketing strategies needs to be followed in order to have better responses. All these determining kinds of marketing strategy must have the dominance and maintenance of return deals, along with the benefits that are expected by the stakeholders. Stewart, Thomas (1997), discovers that these may be in regards to the financial and non-financial benefits. This automobile company also deals with the positioning to deal with some better strategic plannings.

These are the factors related to the risk deals (Shapiro, C. and Varian, H. 1999). These deals are all in terms of the probability and the added consequences of failure of a strategy that gets applied by the channel. This too was very much financial and non-financial sectors of risks. As for the deals related to the reactions of the stakeholder, Barnard, Chester (1938 page 235), make sit clear that the company tries to balance it with some kinds of financial back ups. There were chances that he shareholders will oppose. Customers though were always on the safer side were more concerned over an issue of having a merger in regards to quality and support.

Implications

The implication is for the cost of developing a new kind of automobile component. The purpose and target of this venture is to increase the safety of the driver and the passengers (Jarillo, J. Carlos, 1993). In order to bring in more safety to the driving process Honda Motor Co., Ltd. is counted as one of the new distribution channel- Licensing of technology to manufacturers/developers. It has come up with a very developed multi-view camera system for the persuasion of better view and dealings with the road safety measures. These are the cameras that are capable of displaying all kinds of views.

This is done through multiple wide-angle CCD cameras that are put into the automobile’s navigation screen. Its purpose is to reduce blind spots, at the same time is very strong in pursuing the support with a smooth parallel or in the cases of garage parking. It is the means that can support comfortable and comparatively safe driving zones in a 3-way intersection. Its functionalities are well appreciated in terms of its performance that brings in limited visibility in all kinds of narrow roads.

It is so modeled that it can also be safer for the pedestrians and vehicles in the surrounding the road. The usually high conditionings are being observed in order to have better environmental conditionings. The application of the new multi-view camera system was applied to all kinds of units from the all-new Odyssey. It was then scheduled for the purpose of selling in Japan in October, 2008. (Anonymous, 2008).

The factor for the terms related to acceptability is something that cannot be ignored. It is like the soul the whole strategic plan. Acceptability is basically concerned with all those kinds of expectations that need to be well comprehended and identified by the stakeholders (Liebeskind, J. P. 1996). This is mainly relevant for the participation led by the shareholders, employees and customers of interest. These are all the determining factors for the expected performance outcomes. These performance needs to be initiated in the context of return, risk and stakeholder reactions to the company.

Conclusion

The application of new distribution channel- Licensing of technology to manufacturers/developers were developing in a multi facet dimension. There are lots of solutions to it and the participation of various companies too is very acknowledging. There are many measures that have been forwarded to have a proper marketing strategy to get the best of the responses from the automobile drivers. The persuasions are all done for the sake of better safety measures on the road. The contributions made by the new distribution channel- Licensing of technology all the manufacturers/developers opting for well planned devices in the competitive market. The effects are all very noteworthy and the participations are all done as per the expectation of the driver.

Reference

Anonymous. Honda Develops New Multi-View Camera System to Provide View of Surrounding Areas to Support Comfortable and Safe Driving. JCN Newswire – Japan Corporate News Network. Tokyo: 2008.

Barnard, Chester (1938 page 235), The function of the executive, Harvard University Press, Cambridge Mass.

Barton, D.L., (1995), Wellsprings of Knowledge, Harvard Business school Press, Boston.

Jarillo, J. Carlos, (1993), Strategic Networks: Creating borderless organizations, Butterworth-Heinemann, Oxford.

John R. Quain. Installing a Rear Camera to Illuminate Blind Spots. 2006. Section 12; Column 1; Automobiles; Motoring; Pg. 16.

Liebeskind, J. P. (1996), “Knowledge, Strategy, and the Theory of the Firm”, Strategic Management Journal, vol 17.

McKenna, Regis (1997), Real time: Preparing for the age of the Never Satisfied Customer, Harvard Business School Press, Boston,.

Mintzberg, Henry (1973, p. 38), The Nature of Managerial Work, Harper and Roe, New York.

Probst, Gilbert, Raub, S. and Romhardt K. (1999), Managing Knowledge, Wiley, London.

Quinn, J.B., (1992), Intelligent Enterprise, The Free Press, New York.

Shapiro, C. and Varian, H. (1999) Information Rules, Harard Business School Press, Boston.

Stewart, Thomas (1997), Intellectual Capital, Nicholas Brealey, London.

Sveiby, K.E. (1997), The New Organizational Wealth : Managing and measuring knowledge-based assets, Berrett-Koehler Publishers, San Francisco.

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