Question

Identify a product that has gone away (like horse and buggy) and identify its current replacement (automobile). Discuss in detail why the market (made up of consumer and business buyers AND other sellers) has pushed out the old product and brought in the current replacement - consider/identify/discuss the "features," "attributes," and "benefits" (FAB) of the current replacement product that provide GREATER utility than the FAB delivered by the old product. For the product that is the current replacement, also forecast a PRACTICAL scenario where this product will eventually become the victim of creative destruction and describe the product that will replace it in the future.

Answer 1

Let us take the case of 'Horse driven carriage' and 'Petrol run car'

Old Product- Horse Carriage

New Product- Car

Why did the 'Horse Carriage' get discontinued and 'Cars' get accepted-

• High- maintenance (cost of taking care of the horses) as compared to a car.
• Risk of horses to slip during rains and snowfall
• Construction of properly paved roads led to the invention of trams and cars.
• Time taken to reach a destination by horse was more than what it took to reach by car.

FAB-

FAB	HORSE CARRIAGE (OLD PRODUCT )	CAR (NEW PRODUCT)
Features	Driven by horses Has a carriage attached	Diesel or petrol operated
Attributes (Advantages)	Efficient for small distances Multipurpose	Various models to choose from different features in different cars Driven by a single person
Benefits	Was used for multiple purposes, for eg, in fields, or as ambulances	Less cost of maintenance Easier to drive Faster   Time-saving More than two people can be accommodated Can be driven in any weather

Product be which the 'Car' will get 'replaced'-

The current petrol and diesel run cars are most likely to get replaced by 'Electric and Battery run cars.'

Electric and battery run cars have the following advantages over the current cars-

• Battery or electricity run making it cost-efficient.
• Easy to drive
• Easy to maintain
• Takes less space on road
• Less pollution

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