An assessment of Loctite's decision to launch Virginia Craftsmen Inc Executive Summary, its brand-new instant adhesive dispenser has heighted the truth that the dispenser would not be complementing the business's present line of product. The truth that Loctite is a leader in immediate 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 minimizing the company's profits in the long run. With risks 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 releasing Virginia Craftsmen Inc Executive Summary besides the reality that the prototype of the brand-new invention has actually been established and is ready to be released under the company's name.
A recommended marketing mix in case the business decides to proceed with the launch advises the cost to be below $250 with the product being targeted at a niche segment such as that of the 'motor vehicle repair work' so that the company does not end up losing the market share of its high-end designs to Virginia Craftsmen Inc Executive Summary because of the product's low cost. Distribution through distributors is suggested according to the marketing mix rather than choosing the sales team considering that the expense of each sales call is $120 which would not be a financially feasible move for a low cost product. A promotional campaign can not be eliminated from the marketing mix since the initial awareness has to be produced in order to reach out to potential clients in the targeted sector.