Subject category:
Marketing
Published by:
Singapore Management University
Version: 2019-02-28
Length: 2 pages
Data source: Generalised experience
Abstract
Memaksa Steel, an Indonesian steel products manufacturer, has recently developed a new finishing process that reduces the wear time on steel by 60% for products that are subjected to intense abrasion during use. The marketing department believes this innovation should be applied to steel saw blades for use in Indonesia's lumber mills. Saw blades manufactured using this new finishing process would sell for 35% more than the older blades, but would drastically increase the cutting time before needing replacement. Santi der Majoido, the CEO, must examine the channel structure and decide whether or not to launch the new product.
Time period
The events covered by this case took place in 2018.Geographical setting
Country:
Indonesia
Subject category:
Marketing
Published by:
Singapore Management University
Version: 2019-02-28
Length: 9 pages
Data source: Generalised experience
About
Abstract
Memaksa Steel, an Indonesian steel products manufacturer, has recently developed a new finishing process that reduces the wear time on steel by 60% for products that are subjected to intense abrasion during use. The marketing department believes this innovation should be applied to steel saw blades for use in Indonesia's lumber mills. Saw blades manufactured using this new finishing process would sell for 35% more than the older blades, but would drastically increase the cutting time before needing replacement. Santi der Majoido, the CEO, must examine the channel structure and decide whether or not to launch the new product.
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Time period
The events covered by this case took place in 2018.Geographical setting
Country:
Indonesia
Related
Subject category:
Marketing
Published by:
Singapore Management University
Version: 2019-02-28
Length: 9 pages
Data source: Generalised experience