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This is a 3 page paper which is a case analysis of the Cumberland Metal Industries: Engineered Products Division, 1980 with the focus on price determination and marketing strategy.
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3 pages (~225 words per page)
File: D0_JHCumb.rtf
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$18, 500,00 by 1979. Despite having garnered 80% of the market share with their manufacture of exhaust gas recirculation values, Cumberland Metal Industries now wishes to diversify. One aspect
of this diversification is a new and innovative technology for curled metal technology, the production of a cushion pad. The cushion pad is used as an integral part of
driving piles. The cushion pad is extremely important to the process of setting piles which are used to secure large bridges or similar structures when the geological composition may
cause shifting of the structure under the weight of an unsupported structure. The cushion pad developed by Cumberland Metal Industries is a continuous metal wire which is flattened and
then wound into tight, continuous ringlets. This structure allows the metal to stretch in all directions. Due to the nature of its construction, the curled metal cushion pad
can withstand nearly every temperature and all variations in temperature. This new product has been tested and has been shown to out-perform the cushion of choice at this time, an
asbestos pad. The company now wishes to move forward with the mass production and marketing of the curled metal cushion pad. The contractor that helped in the testing
process now wishes to purchase the curled wire cushions, but no decision has yet been made as to the appropriate pricing for the new product. PRICING RECOMMENDATIONS Currently the pile-driving
industry is paying very little attention to the cushion pads that they use. No one has yet tried to promote cushion pads and there is currently no competition in
the market. Certain factors need to be considered when setting the price for the new product. With an initial investment of $50,000 to be spent to purchase
...