An assessment of Loctite's decision to introduce Habitat For Humanity International In South Africa Executive Summary, its new instantaneous adhesive dispenser has heighted the fact that the dispenser would not be complementing the company's present product line. The truth that Loctite is a leader in immediate adhesives and operates in a market which has low price sensitivity shows that providing a low priced adhesive under Loctite's name would only be reducing the company's profits in the long run. With dangers of sales cannibalization and sales of Loctite's luxury dispenser's being threatened by the new potential launch, Loctite does not have a valid argument for introducing Habitat For Humanity International In South Africa Executive Summary other than the fact that the prototype of the new invention has actually been established and is ready to be introduced under the business's name.
A suggested marketing mix in case the company chooses to proceed with the launch suggests the price to be below $250 with the item being targeted at a niche segment such as that of the 'motor vehicle repair work' so that the business does not wind up losing the market share of its high-end models to Habitat For Humanity International In South Africa Executive Summary because of the product's low cost. Circulation through distributors is suggested as per the marketing mix rather than going with the sales group because the expense 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 given that the initial awareness needs to be produced in order to connect to prospective customers in the targeted section.