IC Tech Inc. developed a fan-shaped electric heater with health-enhancing function of infrared rays, which is brand-named as I-Solar. This product was a result of IC Tech's study about our climate, increasing consumer demand for more functional, safe, and aesthetic design of electric heater, and the health-related usage of infrared rays. Now I-Solar heaters are also sold successfully in foreign countries as well as in domestic market.

Despite the continuing economic depression in 2001, IC Tech declared its design concept and put top priority on design and marketing. Another competitive advantage of IC Tech lies in top managements philosophy, product performance, consistent customer relationship management, differentiated channel building and so on. Thus, through this case, we want to discuss about various marketing opportunities and threats that small companies usually face.