A STRATEGIC ANALYSIS OF BESTLINE LUBRICANTS’ DIESEL ENGINE TREATMENT

BestLine International Research, Inc. has recently produced evidence suggesting their engine lubricant technology may be the solution to the Engine Lubricant Industry’s challenge to find a substitute for the additive ZDDP as an anti-wear agent. In addition, BestLine has been able to validate, through third party testing, the superior performance of its aftermarket lubricants, in comparison to its direct competitors’ products. BestLine has also protected its technology through several patents. Despite BestLine’s superior technology, it has not been able to generate sufficient profits to pay out dividends to its shareholders. Furthermore, Bestline has not received sufficiently attractive offers to warrant selling or licensing their technology. This report presents a strategic analysis, within the context of the engine lubricant industry in North America, to assess BestLine’s current strategy. The results of the analysis suggest that BestLine’s current strategy is insufficient for it to fully leverage its intellectual property or the opportunity to replace ZDDP. Three alternative strategies have been proposed, and it has been determined that the most effective strategy is for BestLine to make heavy investments in marketing such that the brand is most quickly legitimized and BestLine’s technology draws the most attention from potential buyers or licensers.