Sensacon Corporation: High Technology Evolves to High Volume

Sensacon Corporation: High Technology Evolves to High Volume

Alex Edeigba – 5082890

Texas A & M University Commerce

Introduction

        [pic 3]SENSACON is a company that produces integrated micro-machined electromechanical systems. The company started out small, and eventually made an image for itself as the leading-edge technology leader in silicon micromachining industry. After years of serving a technology-driven market, the company had its breakthrough, which led to partnership with Ford Motor Company. Ford Motor Company teamed up with SENSACON in order to find solutions to the problem of car accidents and flipping overs, caused by tires earlier produced by Firestone Tires.

Identification of Critical Marketing Issues

• Branding and positioning of new product
• Competitive strategy - Transitioning from a technology driven company to a market-driven company
• Development of new marketing channel and ideas
• Partners with conflicting goals
• New management

Branding and Positioning of New Product

        Branding and Positioning of new Product. Vitale, R.P., Giglierano, J. J. & Pfoertsch, W. (2010) defined positioning as the “creation of greater value for targeted customers than is offered by competitors and the communication of that difference relative to other offerings aimed at the target market segment”. SENSACON in its early stages had issues positioning their products, but with the help of a marketing and public relation consultant, they were able to position themselves as the leading-edge company in silicon micromachining technology. Though the market had an established competition, which comprises of larger and established companies, SENSACON still created a niche for itself. Doyle, P., & Saunders, J. (1985), stated that “the key to success requirements are technological skills, scale economics, and production know how. But in the new markets, success depends on identifying and solving particular problems. Often it requires creating a package of products and services tailored to an individual buyer and produced after a searching analysis of customers’ problems”. The company “customer engineers” worked closely with customers to create a pressure sensor that was designed based on the specific needs of the market. This customers were interested in the performance of these sensors, and they were willing to design their products to accommodate the SENSACON product.

        Webster, F. E., & Keller, K. L. (2004), described a brand as “a psychological phenomenon”. It went further to define it as a name, sign, symbol or logo that identifies the goods and service of one seller and differentiates them from others. This could be actualized through a customers’ personal experience, a commercial message, interpersonal communications and other means, which resides in the mind, thoughts, feelings, perception, beliefs, attitudes, behavior, and could result from a numerous of possible brand interactions. Through the help of the PR consultant, SENSACON was able to push itself into the heart of stakeholders within the market. The company partook in numerous PR activities such as membership in all related professional related societies. Employees wrote technical papers that were presented in conferences focusing on SENSACON technology and its potentials in the market. It also participated in trade shows, where they were able to demonstrate application of their technologies. Consequently, the company was able to be mentioned as the up and coming organization in trade journals, and magazines. Its image also change, and they were viewed as the technology icon in the pressure sensor industry.