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Medium Profitability Market Entry Licensing Strategy

Auto Emissions

#Manufacturing #Environmental Regulation

Your client is an industrial goods producer who primarily focuses efforts on planes, trains, and various automobile parts. Their R&D team recently developed a way of lowering emissions for diesel …

CasesCoach Comment

This is a structured market analysis case requiring the candidate to estimate addressable market, identify priority targets based on regulatory compliance urgency, and calculate revenue. The case emphasizes data interpretation from charts to make strategic targeting decisions—candidates should notice Navistar's critical timing need versus Volvo's existing technology advantage.

Estimated Time 32 minutes
Difficulty Medium
Source Cornell
52 / 100
Your client is an industrial goods producer who primarily focuses efforts on planes, trains, and various automobile parts. Their R&D team recently developed a way of lowering emissions for diesel engines. Environmental regulation changes currently occurring will likely benefit their R&D finding in the future. To roll the product out to the market, your client plans to partner with diesel manufacturers and license its product to achieve revenue.

Clarifying Information

  1. Currently operating only within the US marketplace
  2. Most diesel engines are utilized for off-highway vehicles (John Deer, Caterpillar) → used in construction, heavy machinery, etc.
  3. This is a brand new product
  4. No competitors currently hold this product patent
  5. Patent is valid for another 20 years
  6. We currently already have relationships with all diesel engine manufacturers
Mock Interview
Interviewer

Your client is an industrial goods producer who primarily focuses efforts on planes, trains, and various automobile parts. Their R&D team recently developed a way of lowering emissions for diesel engines. Environmental regulation changes currently occurring will likely benefit their R&D finding in the future. To roll the product out to the market, your client plans to partner with diesel manufacturers and license its product to achieve revenue.

You

Thanks. Before analyzing, I'd like to clarify a few key questions...

Interviewer

Good question. Let me provide some background information...

You

Based on this, I suggest analyzing from these dimensions...

AI Score
Clarifying + Framework /5 Exhibits + Analysis /5 Brainstorm + Conclusion /5 Universal Skills /5
Practicing...
Score coming soon
AI Mock Interview

🤖 AI Summary: A client with a new diesel emissions reduction technology seeks to license it to manufacturers. The candidate must build a framework for 5-year revenue projection, analyze which manufacturers to target using emissions data, calculate revenue from targeted partnerships ($67.5M), and identify growth opportunities beyond year 5.

💡 Key Insights:

  1. Regulatory drivers create differentiated urgency among competitors—prioritize based on compliance timeline, not just market share
  2. Competitive analysis is critical: Volvo’s existing technology reduces their need for licensing despite high market share
  3. Revenue model combines market share data, total addressable market, and per-unit licensing fees into straightforward calculation
  4. Post-5-year growth strategy should leverage existing product (planes/trains) or geographic expansion rather than product innovation

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