The case is attached below.
The assignment involves an analysis of Cumberland Metal Industries case. Outline what you think the main issues of the case are. Once you define the problem, provide recommendations of what you would recommend Cumberland Metal should do. Feel free to refer to exhibits or tables in an appendix which will not count for your total page limit.
In preparing your write-up, consider and address the following questions:
What’s your price for the curled metal pads? Why?
How much do you think one of these pads is worth to a customer? Do the test data tell you anything about that? Explain.
- How big is this market? What kind of an opportunity is this for Cumberland?
- Is it more important to make high profits or to build market share? Explain.
- How are you going to market these pads? Describe in detail the channel members, influencers, and others, and explain your plan.
- If the risk in a marketing plan can be described by technological uncertainty and market uncertainty, or knowing whether your product works and knowing what the customer needs, how does CMI pad stack up on these dimensions?
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