Harper Domininite Marketing Decision
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Harper Chemical engaged in dominite mining and processing hoping to diversify its offering and achieve a return of roughly 15%. Sales projections estimated 55,000 tons/ year by 1983 and although dominite has many potential applications, large sales have yet to materialize. Harper is now considering a purchase offer for the entire dominite operation.
Harper should retain its dominite operation but make several changes to its marketing program:
1. Harper R&D must be more outwardly focused and partner with potential customers. The sales engineers (not R&D) have been calling on potential customers and have just waited for the customer testing departments to find a use for dominite. Where are the findings/applications by the world class Harper R&D area? These uses must be explained or jointly developed with customers. The dominite story must be told rather than waiting for customers to 'figure it out'. Also, each grade should be better matched with applications for the customer...