An evaluation of Loctite's choice to launch Roy Rogers Restaurants Executive Summary, its new instant adhesive dispenser has actually heighted the fact that the dispenser would not be matching the company's present product line. The reality that Loctite is a leader in instantaneous adhesives and operates in a market which has low price level of sensitivity indicates that providing a low priced adhesive under Loctite's name would only be minimizing the company's earnings in the long run. With dangers 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 Roy Rogers Restaurants Executive Summary other than the fact that the prototype of the brand-new invention has been developed and is ready to be introduced under the company's name.
A recommended marketing mix in case the business decides to proceed with the launch recommends the cost to be listed below $250 with the product being targeted at a niche section such as that of the 'motor vehicle repairs' so that the company does not end up losing the marketplace share of its high-end models to Roy Rogers Restaurants Executive Summary because of the item's low cost. Circulation through suppliers is suggested based on the marketing mix rather than choosing the sales group since the expense of each sales call is $120 which would not be an economically feasible move for a low cost item. A promotional project can not be gotten rid of from the marketing mix given that the preliminary awareness needs to be created in order to connect to potential consumers in the targeted segment.