Curled Metal - Case Study
Case Study: Curled Metal Inc.
Executive Summary
Situation analysis: CMI is looking to diversify its portfolio. It wants to introduce a new high performing cushion pad into the pile-driving market. CMI will initially target small engineering/construction and independent pile-driving contractors. CMI will have the first-to-market advantage, as there are currently no direct competitors for metal pads. In terms of channels, CMI would distribute its pads through manufacturing representative.
Main problem: CMI’s primary issue is figuring how price of their new product.
Alternative solutions: We studied four different alternatives: cost +, EVC, price differentiation and contingency pricing.
Chosen solution: Following a …show more content…
II. Main Problem
CMI faced several challenges. Despite developing a superior new pad, it was far more expensive compared to its alternatives and essentially formed a new product category. Therefore, much information regarding market potential (e.g. size, profits, share) was lacking and CMI needed to establish a marketing strategy that would maximize the potential for a successful penetration. CMI
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