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Shyu Fuu Industries Co., Ltd.
Michael Hicks
School of Aviation, Liberty University
BUSI 330: Principles of Marketing
Professor AnnMarie Hohman
October 2, 2023
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Shyu Fuu Industries Co., Ltd.
While almost all traditional automobiles have windshields installed as a requirement,
there can be significant differences that would benefit from market segmentation. Instead of
attempting to divide the entirety of the driving population into small segments, I feel the most
effective and efficient segmentation would result in 2 segments. The personal vehicle segment
would consist of cars, pick-up trucks, and SUVs. The commercial vehicle segment would be
aimed at busses, Semi-trucks, and Recreational Vehicles. Though the number of vehicles in
operation worldwide is quite large, it is not unexpected for drivers and operators to be unsure
about introducing new technology into their vehicles. I believe that a reasonable and measurable
objective to set for both markets would be to see a 5% increase in sales contributed by the new
product withing the first year, and 15% within three years. This objective breaks down to an
attainable growth rate of 1.25% per quarter This would allow the company to monitor new
product sales in each market, and an increase of 5% per year could be used as a guidepost that
could give early warning of product revision or abandonment if sales do not meet the mark, or
increased consumer interest if the 5% annual goal is surpassed. Using social media could make
the private and commercial vehicle segments more aware of the new product and drive sales and
reaching out to existing clients with the new product, could also make the new product a
standard item in the client’s vehicle line.
Traditional vehicle sunshades are not marketed toward any particular demographic
mainly because of the wide range of selections and availability. However, with the integrated
technology and required research and development, the cost of this automatic sunshade will be
considerably higher in price. This would suggest that individuals or families with some
discretionary income would be one target market. While the product will be available to anyone
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who desires it, marketing will be more effective in sunny and hot locations. There would be no
gender target, because anyone can receive the benefits of this product. The only physical
limitation would be to market the product to people of legal driving age, essentially 16 or older.
Aside from personal vehicle owners, this product can also be targeted towards commercial
vehicles like charter busses and semi-trucks. Since many over the road truckers sleep in their
vehicles, having a sunshade that automatically deploys would make their trips a little easier.
Anyone who appreciates advancements in technology, values the condition of their vehicle, or
just enjoys getting into their vehicle without dealing with scorching interior temperatures would
stand to benefit from this new product, all while removing any user effort other than a button
press after installation.
A vehicle sunshade is a specialized piece of equipment that can easily be replaced by a
newspaper. While a newspaper won’t block as much sunlight or reflect as much heat (if any), it
can still function as a sunshade. Currently available products are a traditional folding shade,
roller/retractable shades that are mounted on the A pillar of the windshield, and shades that are
affixed to the windshield with suction cups or magnets. All of these options are operated
manually or require the operator to manually place them into position. The new product would fit
in the roller/retractable classification of shades, but it would be automated using the vehicle’s
power source to operate instead of relying on the operator to install the shade manually. The
necessity for mounting of the shade and running of wiring and diodes to prevent accidental or
premature deployment of the product while the vehicle is moving will increase the price of the
product, so a competitive price point among traditional shades is very unlikely. However, since
SKYshades uses innovative sheet materials that provide higher resistance to heat and UV rays
than traditional shades (Shyu Fuu. n.d.), this product would be more attractive visually. With the
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technological advantage of automated operation, it would provide ease of use through little to no
effort required to deploy the product. Combining the ease of use, the high quality of materials
used, and the thorough research and development that is utilized for the development of every
product SKYshades produces, this would create a durable, high-quality product that is user
friendly.
The positioning statement for this product would highlight the quality, dependability, and
innovative attributes of this product.
For drivers who desire a high-quality, durable, and reliable automotive window shade
solution. SKYshades is a moderately priced vehicle shade company that provides the only
dependable solution for automated sunshades for any vehicle.
Other companies, like Heatshield has the position, “Our goal is to provide the best
custom-fit windshield sun shades and car window shades on the market by using high quality
materials, cutting edge technology and U.S.A. based manufacturing.” (Heatshield. n.d.). While
this company claims to provide high quality materials and cutting-edge technology, they do not
have the advantage of automation for their system. Heatshield’s sunshades still require the
product to be installed each time by hand.
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References
About sky: Professional car sunshades manufacturer: Shyu Fuu Co., ltd.. Shyu Fuu Industrial
Co., Ltd. (n.d.). https://www.shyu-fuu.com.tw/aboutus.htm
Team at Canvas Works Inc., parent company of H. and A. C. Inc. (n.d.). About Us. Heatshield.
https://www.heatshieldstore.com/about
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