Price point is very important…that’s why I designed my own cable system &
EDIS, installed them and just having fun with them. Although I do need help
with the JCNA slalom run…following the course helps with one’s timing.
Mike Goodwin
'68 E Type OTS
Phoenix, AZ
In God We Trust-----Original Message-----
From: owner-e-type@jag-lovers.org [mailto:owner-e-type@jag-lovers.org] On
Behalf Of VRRacing
Sent: Wednesday, March 19, 2014 7:36 AM
To: e-type@jag-lovers.org
Subject: Re: [E-Type] Mangoletsi throttle cable conversion kit
In reply to a message from Heuer sent Tue 18 Mar 2014:
It’s obvious you’re a big fan of the throttle cable system, David, and are
disappointed that the e-type community has
‘failed to support it’.
In the end it is not the responsibility of the market to support a product.
It is the responsibility of the vendor to effectively market it. So given
that, lets look at the throttle cable in the context of the 4P’s of
Marketing (see wikipedia for more details).
- Product - A product is seen as an item that satisfies what a consumer
demands.
The e-type throttle system is a Rube Goldberg contraption of the first
order. Lots of points of wear and adjustment. I certainly see the
potential value of an alternative, but many others don’t.
- Price - The amount a customer pays for the product. When setting a price,
the marketer must be aware of the customer perceived value for the product.
That last part is important. In the US (the largest market for the e-type
and hence the largest market for upgrades) the throttle cable costs $870.
That’s a lot of money in absolute terms. That point about ‘‘perceived
value’’ is critical though.
The expectations in the US for throttle cables & linkages from Jegs or
Summit Racing is that $100 is a premium price (for say Lokar). So even
adjusting for Jag-flation, $900 is a hefty premium.
Plus, at $900 you are now competing with other ‘‘investments’’
like a Mig welder, a 2-stage compressor, a new hood/top, etc.
I’m sure exchange rates account for a lot of the price but then again as a
vendor you need to find a way to deliver your product at the right price.
Price is set at what people in the market at willing to pay, not what the
vendor wants to - or must - charge.
Promotion - All of the methods of communication that a marketer may use to
provide information to different parties about the product.
If it wasnt for your posts on Jag-Lovers and E-type, I don’t think I would
have ever heard of the throttle cables. Nuff’
said.
Place - Refers to providing the product at a place which is convenient for
consumers to access.
In the US (again the largest market) the cable is available only from SNGB.
But it is almost impossible to find on their website (which has issues
beyond the cable vendor’s control).
On Chrome, the search box on the home page is covered by links for misc
parts. If you can find just the right spot and click you can get the
insertion point into the search box. Enter ‘‘throttle cable’’ (seems
logical, right?), press Return and wah-lah…
There were no product items found that matched your search criteria.
Well, damn. Turns out the search box requires you to know the part number
in advance. If you’re really determined, you can eventually find the
throttle cables. There are four listed but good luck figuring out which if
any will work with your car (SU vs Stangleberg, LHD vs RHD, etc).
For a product to be successful, one must execute well on all four P’s.
Note that I used my investment budget on EDIS. 
Jim
The original message included these comments:
Your loss.
David
–
70 E-type OTS
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