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
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recommend Cumberland Metal Industries capitalize on their evolving position as a leader in the curled metal industry and effectively launch their new curled metal cushion pads to be positioned as the “new industry standard” in the pile driving market. In order to successfully launch this product‚ we first and foremost recommend that CMI acquire a patent to prevent this product from being copied and imitated‚ thus avoiding the entry of competitors. The associated value and advantages of CMI’s metal cushion
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The “Cumber-Coil”: A Revolutionary Product for the Value-Conscious SITUATION ANALYSIS Cumberland Metals Industries developed a new type of cushion pad for pile drivers made of curled metal. The 11.5 inch “Cumber-Coil” was tested by two different companies on two different projects and was found to far exceed the performance of the existing market-dominant product‚ the asbestos pad. The Cumber-Coil weighed half what the asbestos pad did and boasted a 33% faster driving time‚ 60% reduction in
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Presentation Marketing Cumberland Metal Industries ( CMI cushion pads) The Problem Definition: For Cumberland Metal Industries the curled metal cushion pads represent a great breakthrough. These pads offer the company the opportunity to diversify‚ and double their sales‚ given a proper market introduction. Cumberland Industries faces the challenge to Place in the market (promote/advertise) and price their latest innovation‚ the curled metal cushion pads in a way that it reveals the great advantages
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Q1-1) What price would you charge for the Cumberland pad? According to the six stages of setting price‚ ①we have to select the pricing objective. Since Cumberland is in the level of introducing CMI‚ they have to pursue product-quality leadership which is to offer “affordable luxuries” for now and consider about maximizing profit later. ②The second stage is to determine demand. So‚ Cumberland has to consider consumers’ price sensitivity - in this case sensitive to quality. Therefore‚ we should think
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fter testing the curled metal pads‚ Colerick Foundation Company and Fazio Construction are aware of the value added benefits and cost savings involved in the use of CMI pads and are eager to buy. These two companies are a perfect example of the makeup of the most profitable customer‚ the Independent pile-driving contractor. They are the frontline of the buying influence‚ and once that they are aware of the value added this product provides they can easily become our most profitable segment. It is
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Cumberland Metal Industries – Decision Sheet Objective: To devise a pricing strategy which would allow Cumberland to extract maximum value in the first year and later operate at expected margin Estimation of Market Size Number of feet of driven piles* | 290000000 | 390000000 | Amount of feet per set (1) | 10000 | 10000 | Amount of feet per set (2) | 20000 | 20000 | Number of pads per set | 5 | 5 | Market size (1) | 145000 | 195000 | Market size (2) | 72500 | 97500 | Value provided
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1. What’s your price for the curled metal pads? Why? 2. How attractive an opportunity is this for CMI? 3. How are you going to market these pads? Describe your marketing plan. 4. What are you going to say to the Colerick Foundation? Exhibit 1: SWOT Analysis | | | | Strengths | Weaknesses | CMI was one of the largest manufacturers of curled metal products in US with an 80% market share | CMI’s sales were dipping and management was not optimistic of maintaining
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University of Dubai College of Business Administration MBA Program Cumberland Packaging Submitted by: Yousuf Abdulla S20112011 Submitted to: Dr. Eppen Date: 31th.July.201 Marketing Paper 1. Using the types of marketing strategies discussed in this chapter‚ indicate the type of strategy that best characterizes: - Equal’s marketing strategy during the 1980s Equal’s marketing strategy during the year 1980s is focus on strong franchise development. This means that Equal is using the concepts
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Cumberland Entertainment Summary of the case: Cumberland Entertainment is a Canadian-based company that had done very well for itself by finding and exploiting a niche market in North American music distribution. But major US clients had started producing their own titles‚ and were now direct competitors. What was worse‚ distributors had also started focusing on lower-end products from other suppliers and Cumberland’s modus operandi became unsustainable. CEO Tom Smith felt the only sensible course
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