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商品編號： 9-582-103 出版日期： 1982/03/11 作者姓名： Dolan, Robert J. 商品類別： Marketing 商品規格： 17p 再版日期： 1985/09/24 地域： New Jersey;United States 產業： Packaging, cartons & containers;Retail trade 個案年度： 1981 - 1981
商品敘述：
Market leadership and technological innovation have marked Sealed Air''s participation in the U.S. protective packaging market. Several small regional producers have introduced products which are less effective than Sealed Air''s but similar in appearance and cheaper. The company must determine its response to this new competition. Feasible options range from doing nothing to introducing a new product. Raises product line management issues, particularly cannibalization, and affords the opportunity for the development of a marketing plan for any new product introduction. Software for this case is available (9-587-513).
涵蓋領域：
Product lines;Competitive advantage;Marketing;Sales compensation;Product introduction;Disruptive innovation;Packaging;Supply & demand;Target markets;Competition
相關資料：
Case Teaching Note, (5-585-110), 22p, by Robert J. Dolan;Case Teaching Note, (9-590-078), 7p, by E. Raymond Corey
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