Reference no: EM13735945 , Length: 2229 Words
Case "In a Bind: Peak Sealing Technologies' Product Line Extension Dilemma."
Question 1:
Characterise Peak Sealing Technologies' (PST's) orientation to the market and its overall values and marketing strategy. Summarize succinctly the dilemma the company is facing.
Question 2:
What is a customer buying from PST? How does that vary across PST's customer base? What are the implications of that for PST?
Question 3:
What are the arguments for and against the introduction of an economy tape? Support your qualitative analysis with quantitative analysis using the data in the case. What would you conclude from the analysis?
Question 4:
Assuming that PST has decided to ‘go ahead' with the introduction of the economy product, what should be PST's overall objective and discuss an introductory marketing program that addresses the issues it faces. Focus on issues relating to product positioning and branding / product name, pricing, salesforce compensation, distributor incentives, and marketing communications. Be as specific as possible and use both qualitative and quantitative analysis, given the data in the case. For example, the case contains sufficient data to determine the salesforce commission compensation that will incentivise the sales person to "do the right thing" from the firm's standpoint.
Write your response in 2000 words count
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The solution file contains the MS word document file with answering all above four questions saparately, It contains the total 2229 Words count and including the references
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