An assessment of Loctite's choice to launch International Speedway Corporation Executive Summary, its brand-new immediate adhesive dispenser has heighted the reality that the dispenser would not be complementing the business'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 shows that providing a low priced adhesive under Loctite's name would just be reducing the business's earnings in the long run. With risks of sales cannibalization and sales of Loctite's high end dispenser's being threatened by the new possible launch, Loctite does not have a valid argument for launching International Speedway Corporation Executive Summary aside from the reality that the prototype of the new development has actually been established and is ready to be launched under the business's name.
A suggested marketing mix in case the company chooses to go ahead with the launch suggests the rate to be listed below $250 with the item being targeted at a specific niche segment such as that of the 'motor vehicle repair work' so that the company does not end up losing the marketplace share of its high-end designs to International Speedway Corporation Executive Summary because of the item's low cost. Distribution through suppliers is suggested according to the marketing mix rather than going with the sales team because the expense of each sales call is $120 which would not be an economically possible move for a low cost item. A promotional campaign can not be removed from the marketing mix because the initial awareness needs to be produced in order to reach out to potential consumers in the targeted segment.