Manager Case

Situation Analysis: Exhibits a solid understanding of the marketplace and issues facing the Nundies Brand. Exhibits good insight into the introductory program that Advanced Materials has used to market Nundies. Draws logical inferences, rather than merely repeating case facts.

Sales of Nundies aren’t going as well as had been expected based on pre-launch publicity, apparent enthusiasm among the trade, and initial orders. Will Mortensen, the President of Advanced Materials, Inc. needs you to help him figure out the problem and what to do about it.. Specifically, he needs you tp cover the following issues.

1. Evaluate the initial marketing strategy for Nundies including..

a. Target segment

b. Value Proposition

c. The elements of the marketing mix.

d. What are the major issues/problems that you see in the strategy that need to be addressed?

2. Estmate the market size and sales potential for a product like Nundies.

a. Note: Market Size and Sales Potential are two separate items.

b. Note: Think “ Chain Ratio Analysis”

3. What are the pros and cons of the proposals identified for Nundies?

4. What are the likely sales and profit impacts of those proposals?

5. Which action(s) do you recommend and why?

Sales of Nundies aren’t going as well as had been expected based on pre-launch publicity, apparent enthusiasm among the trade, and initial orders. Will Mortensen, the President of Advanced Materials, Inc. needs you to help him figure out the problem and what to do about it.. Specifically, he needs you tp cover the following issues.

1. Evaluate