Cummberland metal product marketing case.

I.         Case Analysis Overview Cumberland surface Industries (CMI) is one of the largest admixture manufacturers in the world. The company evolved from selling metal as a wipeout increase to one that employ it as a fond material, increasing gross sales from $250,000 in 1963 to over $18,500,000 in 1979. Currently, CMI relies hard on SlipSeal, which is used as a high-temperature sealant in cars. Although CMI dominates the market for this output, corporate sales figures decreased over the triumph year. As a result, the counsel at CMI realized the foulness of diversifying its product-line so that the company does not rely as severely on SlipSeal or the automobile industry.         With this in mind, CMI management was precise interested in a saucily product that could be used as a cushion pad in hammock driving. The cushion pads, consisting of curve metal, were superior in slaying to the asbestos pads currently used passim the industry. The curled metal pads lasted large then asbestos pads and were easier to change. Furthermore, the growing absorb over the health risks associated asbestos gave CMIs pads an added advantage. political science regulations prohibiting the use of asbestos or making them costly to handle, could push lot drivers toward CMIs cushion pads.

The prospects prompted Robert Manicucci, the vice chairman of Engineered Products Division at CMI, to shout: Curled metal cushion pads face to have more plausibly than any other product weve ever introduced. A upgrade market introduction could as much as moral image the sales of this company, as well as repay for the parentage of some breathing lines. It almost looks too ethical to be true. II.         Problem Thomas Simpson, the manager of the windup(prenominal) Products Group at CMI, was insane or so this new product as well. The pads offered CMI an fortune to diversify its product line... If you take to get a full phase of the moon essay, order it on our website: Orderessay

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