Singapore Metals Limited (SML) has declining sales but has developed new merchandise (curled alloy pile driver pads) that, in field tests, delivers customer advantages which are many times SML's making costs.
Jonathan Lee and Alex Tan of SML's Engineered Products Department are responsible for discovering a strategy for the new product. A crucial issue is the cost to charge for the pads. The case elevates the issues of aligning price with company strategy, analyzing market potential, and discovering the implications of cost on the development and execution of strategic options that are integrated.
Singapore Metals Limited, Chinese Version case study solution
PUBLICATION DATE: March 19, 2013 PRODUCT #: 513C04-PDF-CHI
This is just an excerpt. This case is about SALES & MARKETING
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