Curled Metal Inc. – Engineered Products Division
Case Assignment Questions
(Reduced)
- What price should CMI set for one of its new cushion pads? Why? Focus on an 11.5-inch cushion pad. Discussions in class will be clearer if everyone focuses on the same size of pad.
- What should a customer be willing to pay for one of Curled Metal Incorporated’s (CMI) new cushion pads? What factors are relevant in calculating willingness to pay in this situation? Please come to class with a specific monetary estimate of customer value in this situation.
- How big is the potential market for this product and what should be CMI’s strategic and marketing objectives in introducing this product?[unique_solution]
- Does the price affect how big the market is? How much of the market CMI will get?
- Is it more important to make high profits or to build market share?
- Who has to say “yes” before CMI sells a pad? Would any of these parties like
to see curled metal pads fail? Why?
- How should CMI market these pads? Describe in detail the channel
members, influencers, and others, that must be taken into account in any plan.