Cummberland metal product marketing case.

I.         Case Analysis Overview Cumberland Metal Industries (CMI) is one of the largest metal manufacturers in the world. The company evolved from selling metal as a destroy increase to one that used it as a raw material, increasing sales from $250,000 in 1963 to over $18,500,000 in 1979. Currently, CMI relies severely on SlipSeal, which is used as a high-temperature sealant in automobiles. Although CMI dominates the market for this product, corporate sales figures decreased over the bunk year. As a result, the management at CMI realized the splendour of diversifying its product-line so that the company does not rely as heavily on SlipSeal or the automobile industry.         With this in mind, CMI management was really interested in a brand-new product that could be used as a cushion pad in hammock driving. The cushion pads, consisting of curled metal, were superior in instruction execution to the asbestos pads currently used throug hout the industry. The curled metal pads lasted presbyopic then asbestos pads and were easier to change. Further much, the growing concern over the health risks associated asbestos gave CMIs pads an added advantage. authorities regulations prohibiting the use of asbestos or making them costly to handle, could push chain reactor drivers toward CMIs cushion pads.

The prospects prompted Robert Manicucci, the vice president of Engineered Products Division at CMI, to margin call: Curled metal cushion pads seem to have more likely than any other product weve ever introduced. A favored market introduction coul d as much as mental image the sales of this! company, as well as compensate for the parentage of some existing lines. It almost looks to a fault good to be true. II.         Problem Thomas Simpson, the manager of the mechanical Products Group at CMI, was excited or so this new product as well. The pads offered CMI an opportunity to diversify its product line... If you lack to get a full essay, order it on our website: OrderCustomPaper.com

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