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Curled Metal Inc. has developed a new product – curled metal cushion pads. The company
needs to formulate a business strategy and decide the pricing strategy for the product. The
product, metal cushion pads are used for driving piles. Piles are heavy beams used as a
support for building and structures.
Purchasing Influences
Pile Hammer Manufacturers - Could Influence Recommendations
Architectural/Consulting Engineers – Key Influence on purchasing decisions
Soil Consultants – Consulted only when extraordinary conditions exist
Pile Hammer distributing /Renting Companies – Provide pads to contractors
Engineering/Construction Contractors – Solicit large international firms involved in
big construction projects.
Independent pile-driving Contractors - Knowledgeable about practical aspects of pile
driving but not managerially sophisticated.
CASE ANALYSIS
Indian Institute of Management Raipur 1
SWOT Analysis
Weakness
External Analysis
Opportunities Threats
Internal Analysis
Strategy adopted
Positioning
1. A stack of 11.5 inch CMI pad weighs 75 to 77.5 pound, whereas conventional pad weighs 30 to 40
pound
2. Acceptability of a new product takes some time. Therefore, charging a high starting price close to
WTP might not be the best option
4. Conventional pad costs $ 500 per pad, whereas the Selling price of CMI pad is $ 740 per pad. An
increment of $ 240 will be acceptable pricing of a new product.
http://wenku.baidu.com/view/367d9811a216147917112843
http://www.scribd.com/doc/24156596/Price-of-CMI-Pads
http://www.scribd.com/doc/111804504/Curled-Metal-Inc-Group-10