Benton Textiles, Inc. (HBS case no: 9-341-001)

Introduction Benton Textiles have developed a new process, which stool afford a special finish to certain types of textiles. The subsequent abbreviation will discuss 2 of the key questions that all(prenominal) connection faces when it introduces a new intersection point: Which food trade should the participation locate? And how should the new product be priced? The alternatives for Benton is all to write down the higher(prenominal) priced securities indus soften, to the lower priced market, or to combine the two and first enter the higher priced market and then instill to the lower priced market. First the accredited market situation is analysed in order to provoke a sense of the market and the challenges the company faces. Second the different alternatives of Benton textiles ar assessed in terms of profitability, measure and risk. Lastly a pass is made on which market they should tar follow a gigantic with an action plan. The current market situation The product , which Benton Textiles has developed, has a good busy amongst the buyers, and several means magazines have featured it. At consecrate there atomic number 18 no competitors with a similar product, why they are open to price it at what ever take they like (and thereby maximise their own profit). The problem is that it power take a long time before the product gains common adoption (up to two years), and it is the possibility that it never will.

moreover their product is non protected by patents, so their further competitive gain is know-how. If the product becomes a success it is apparent that competitors will try to copy it. Benton in any case has the option to make to manufac ture and distributors of upholstery. Althoug! h they assess this more difficult (and expensive to target), it also provides the opportunity to fill up unused capacity (and thereby secure a larger contribution to cover... If you want to get a full essay, order it on our website: OrderEssay.net

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