Promoting Storz & Bickel's affordable vaporizer lines to take advantage of an emerging market explosion.
Storz & Bickel is a German-based electrical engineering firm founded by Markus Storz and Jurgen Bickel, who remain in charge of the firm; Storz is director of technology and design, and Bickel is the managing director. Storz & Bickel are basically known for four signature product lines -- the Crafty, Mighty, Plenty, and Volcano model vaporizers. Of these, the Volcano is perhaps the best known, and is Storz & Bickel's best-seller: technology review website Gizmodo refers to the Volcano Vaporizer as "king of all paraphernalia" and notes that "if spending $700 on something to smoke with seems a ludicrous and insane thing to do on your budget…not everyone can afford a Porsche, either" (Frucci 2009). Like Porsche, Storz & Bickel has established its core competency as precision mechanics coupled with attractive design, while both have proved near-impossible for rival firms to imitate. In this sense, Storz & Bickel is essentially a luxury goods manufacturer: it is the high end of a rapidly emerging market.
That market is the market for vaping. Vaping is a process whereby materials that can be smoked are subjected to a heating process which lures the chemicals out into vapor, without any combustion...
difficulty with customer retention for Storz & Bickel is that their chief high-end product, the Volcano Vaporizer, lacks "planned obsolescence." I am using the term that was devised by Alfred P. Sloan for the Ford Motor Company, but this is now basically a strategy implemented by all major manufacturing corporations -- in some sense, the point of an iPhone 5 is that it will eventually be made obsolete by an
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