Cyrus Mccormick: A Case Study
f the 4Ps, Product was the least innovative. McCormick did not develop innovative tactics and practices as he did for Place, Promotion, and Price. The mechanical reaper was not a unique product at the time. McCormick did not own a patent on the reaper as an invention, and the company was limited in its ability to innovate the actual product. It is worth noting that McCormick chose not to invest the time and effort in “reinventing” his product and instead focus on mass marketing efforts. He did, however, improve the design and quality of the product over time. Instead, Cyrus McCormick understood the value of the virtuous circle, and found success in marketing through Place, Promotion, and Price.