Cumberland Marketing Analysis



Cumberland Marketing Analysis

Introduction

Curled Metal Inc. CMI reviewed new product that was a cushion pad, which is very necessary for the process of driving piles, which are wooden or concrete beams used as a support for the building, bridge or other such structure. These piles are very heavy, and it is very difficult to drive these piles to push under the ground where it is needed for basic support of building. For this purpose, large cranes are used to support and shift its weight for driving it under the ground. A hammer is used with the crane, to drive large piles to the ground; leads are attached with a hammer for the direction and support. There is also risk, for the damage of pile or hammer, because when the hammer strikes, both shock and heat produced by hammer strike can result in cracking pile. Therefore, cushion pads are used in order to provide safety from the shock of hammer. These cushions are packed in the “helmet” (Shapiro & Cespedes, 2008). The helmet is placed on the pile, and inside it, cushion is placed in order to prevent piles from any shock. Cushion pad helps in preventing damage from heat or any shock. In most of the cases, there is no attention paid to the cushion pads in most industry that it is very essential to choose good quality cushion pads as these are very essential to prevent from shock or any damage, which can also result in creating a risk for the building, bridge or any other such structure. There had been little concentration for the production of good quality pads as in most of the industries hard wooden blocks are used. Another problem with the use of wooden block is that continuous shocks and pounding can result in destroying resilience of wood; wood can also ignite with heat and it needs to be changed on a continuous basis. Curled metal cushion pads provides an excellent opportunity in the market.

Question # 1

1. The marketing myopia concept highlights risks arising from managers defining businesses based on physical characteristics of products rather than the customer needs.

a. How does marketing myopia relate to strategic and tactical definitions for the curled metal pad product?

Marketing myopia perfectly matches to the strategic and tactical definitions for the curled metal pad product. Marketing myopia is a very important concept in business, which deals with the basics strategy for success in business. According to this concept, success of a business depends on the satisfaction of customers. Therefore, it is one of the most important aspects for the firm or industry to meet consumer needs and demands. Myopia is the short sightedness to understand the needs and demands of consumers. If the industry is failed to understand and see the actual market and consumer demands, this will lead to the failure of the firm. In order to understand the needs and demands of consumers, an industry needs to think ahead of ...