Professional Documents
Culture Documents
Pigment Division
13P019
13P035
13P046
13P056
13P057
Case Facts
Linda Yu: Vice President, Marketing
Hugh Swann: Vice President, R&D
Terry Lamb: Vice President, Sales
WP-88: specialized white pigment and colour enhancer used in a wide
the customers
Additional sales opportunities more revenues from the existing customers
and the smaller companies that lack technical expertise
Recommendations
Reduction in the price of the WP-88 to the bigger customers due to the rise of
the price-sensitive segment in the present slow growing market, thus fear of
losing out the major customers
Target the smaller companies with the tech service support as desired by
Linda along with customer education for the product
Focus on bringing new differentiated products for the industry as the market
is moving towards saturation and use the customer relationship to generate
greater profits via the new product sales