Product details

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Subject category: Marketing
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 2000

Abstract

Advanced Elastomer Systems has developed a new technical product, a nylon-bondable Santoprene rubber. The marketing manager outlined several potential strategies for distributing and marketing this product to industrial customers. The advantages and disadvantages of each strategy must be analyzed, a strategy must be selected, and support for the chosen alternative must be provided. The appropriate marketing tactics to support the strategy must also be selected, described, and justified. This task was complicated by the changing external environment within the plastics industry as well as by the firm''s increased internal focus on finding and developing new markets. Further pressure was placed on the situation by leading competitors who were in the process of developing similar products.

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Abstract

Advanced Elastomer Systems has developed a new technical product, a nylon-bondable Santoprene rubber. The marketing manager outlined several potential strategies for distributing and marketing this product to industrial customers. The advantages and disadvantages of each strategy must be analyzed, a strategy must be selected, and support for the chosen alternative must be provided. The appropriate marketing tactics to support the strategy must also be selected, described, and justified. This task was complicated by the changing external environment within the plastics industry as well as by the firm''s increased internal focus on finding and developing new markets. Further pressure was placed on the situation by leading competitors who were in the process of developing similar products.

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