Windshield wipers were invented by Mary Anderson in 1903, when she observed that streetcar drivers in New York City had to open the window when it rained in order to see. Her invention consisted of a long arm with a rubber blade that was operated by hand from inside the cab. By 1916, all passenger vehicles were fitted with these manual windshield wipers; starting in the early 1920s, a variety of automatic systems began to appear.

In 1936, the first windshield washer unit became available as an option, adding another technological breakthrough in automotive technology.

Flash forward to the present. Now, every vehicle utilizes windshield-washing fluids—usually consisting of a mixture of ethylene glycol, isoproponal, and water—that are reasonably effective at removing dirt, bugs, and other debris. The efficacy of windshield washing fluids decreases, however, in cold weather. Indeed, in winter months, these fluids do not spray properly and can sometimes even freeze.

Recently, a few companies have begun to manufacture windshield-washing fluid heaters, which instantly heat the windshield-washing fluid to approximately 50 ° C ( 132 ° F )

at the driver’s touch. The system comes in a kit, which takes only 15 minutes to install. The first benefit, of course, is that the heated windshield-washer fluid reduces the amount of scraping of ice and snow needed by the driver beforehand. Heated windshield-washing fluid also sprays more consistently, helping to reach all parts of the windshield, and is more effective at dissolving dirt and bugs. The manufacturing companies also claim that the fluid will help windshield wipers last longer.

Many countries have long and cold winters, but Russia instantly comes to mind as a potential global market.

Evaluate Russia in terms of its environmental forces for these manufacturers of windshield-washer fluid heaters. Based on approximately 275 motor vehicles per 1,000 people in the Russian population, what percentage of the market do you think that companies selling this product can capture (industry sales)? Which mode of entry seems best for one of these manufacturers? They are usually mid-sized companies with limited capital, international experience, and knowledge. How much customization would a product like this require for Russia?