Case 2: Cumberland Metal Industries
Industriële Marketing
Prof. dr. Muylle Steve
Case 2: Cumberland Metal Industries: Engineered Product Division, 1980
Deadline: Friday 14/10/2011, 18h
Group1: Team 07:
Michiels Verona
Moortgat Jonas
Moravcovà Alexandra
Mortier Nick
Seffers Raphaël
1. What is the worth of the CMI cushion pad relative to the incumbent asbestos cushion pad? Build a customer value model including value elements, word equations, assumptions, and calculations based on the test results of both Colerick and Fazio.
1. Key quantifiable value and Price elements
PRICE: * Price of the pads ( = $0 for both tests) * other resources needed for the job
VALUE:
* less pads needed per set * less time required for changing sets * 33% faster driving time * lifetime 10 times longer
2. Incumbent or next best alternative
Next best alternative are asbestos pads. There are also other possibilities like stacks of alternative layers of aluminum and micarta slabs.
3. Points of parity, contention and difference 4. Assess relevant points of difference
PARITY: * same basis functionality (preventing the shock of the hammer from damaging hammer or pile + conducting the energy)
CONTENTION:
* lifetime * performance increase
DIFFERENCE: * more temperature and chemical resistant * less pads needed per set * less sets needed per jobs * less time required for changing sets * performance increase with 20 % * lifetime 10 times longer * various metals can be used * less weight * lower price (for 111/2 standard pads) * any diameter can be produced from the same band of metal * less heat production (= less energy lost and no time wasted by cooling the pads) * metal curled pads are less dangerous for health than asbestos pads
5. Word Equations
EXTRA REVENUE PER JOB (*1.20 because of 20% more performance)
(revenue per foot * #ft * #piles)*increase in productivity performance
Prof. dr. Muylle Steve
Case 2: Cumberland Metal Industries: Engineered Product Division, 1980
Deadline: Friday 14/10/2011, 18h
Group1: Team 07:
Michiels Verona
Moortgat Jonas
Moravcovà Alexandra
Mortier Nick
Seffers Raphaël
1. What is the worth of the CMI cushion pad relative to the incumbent asbestos cushion pad? Build a customer value model including value elements, word equations, assumptions, and calculations based on the test results of both Colerick and Fazio.
1. Key quantifiable value and Price elements
PRICE: * Price of the pads ( = $0 for both tests) * other resources needed for the job
VALUE:
* less pads needed per set * less time required for changing sets * 33% faster driving time * lifetime 10 times longer
2. Incumbent or next best alternative
Next best alternative are asbestos pads. There are also other possibilities like stacks of alternative layers of aluminum and micarta slabs.
3. Points of parity, contention and difference 4. Assess relevant points of difference
PARITY: * same basis functionality (preventing the shock of the hammer from damaging hammer or pile + conducting the energy)
CONTENTION:
* lifetime * performance increase
DIFFERENCE: * more temperature and chemical resistant * less pads needed per set * less sets needed per jobs * less time required for changing sets * performance increase with 20 % * lifetime 10 times longer * various metals can be used * less weight * lower price (for 111/2 standard pads) * any diameter can be produced from the same band of metal * less heat production (= less energy lost and no time wasted by cooling the pads) * metal curled pads are less dangerous for health than asbestos pads
5. Word Equations
EXTRA REVENUE PER JOB (*1.20 because of 20% more performance)
(revenue per foot * #ft * #piles)*increase in productivity performance