An examination of Loctite's choice to introduce Boston Beer Co Inc Executive Summary, its new immediate adhesive dispenser has heighted the fact that the dispenser would not be complementing the company's existing line of product. The reality that Loctite is a leader in instant adhesives and runs in a market which has low price level of sensitivity suggests that offering a low priced adhesive under Loctite's name would just be decreasing the company's earnings in the long run. With risks of sales cannibalization and sales of Loctite's high-end dispenser's being threatened by the brand-new prospective launch, Loctite does not have a valid argument for launching Boston Beer Co Inc Executive Summary aside from the fact that the prototype of the brand-new development has been established and is ready to be released under the business's name.
A suggested marketing mix in case the business chooses to go ahead with the launch advises the price to be below $250 with the item being targeted at a specific niche segment such as that of the 'automobile repairs' so that the company does not wind up losing the marketplace share of its high-end designs to Boston Beer Co Inc Executive Summary because of the product's low cost. Circulation through distributors is suggested according to the marketing mix instead of opting for the sales team given that the cost of each sales call is $120 which would not be a financially practical move for a low cost item. A promotional project can not be removed from the marketing mix considering that the initial awareness needs to be developed in order to connect to possible clients in the targeted section.