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The tanner company case study

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Running Head: HEAT-EZE CASE STUDY 1
HEAT-EZE CASE STUDY
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Institution

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HEAT-EZE CASE STUDY 2
1
Heat-Eze, a reusable heating pad, had its distribution rights given to Mr. Mark Tanner
who decided recently, after much consideration, that he wanted to manage the product. Although
this product provides something unique and beneficial to customers, there are still many
significant factors to consider regarding competition and what market segment to go after. The
major problem is how to repackage the company's operations, develop a successful strategy and
launch heat-eze in a market that is currently outdated and unchanged.
2
The issues in the case study are how to figure out a particular target market and come up
with a valid marketing plan to tap into it. Richard MacKay, the newly appointed marketing
manager, narrowed down to the Medical treatment market as the primary market with
approximate calculations of how much of the heat-eze product the market would demand.
However, at that point, it can still be considered guesstimation without proper market research
and analysis. The other issue is the competition that exists in the market. This particular market
has not had any new products introduced for quite a long time. However, there were the already
existent ones. The problem that is arising from this issue is that these competitive products are
produced by large and established multi-product companies such as 3M and Johnson & Johnson.
3
ENVIRONMENTAL ANALYSIS
Demographic Environment

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1 Running Head: HEAT-EZE CASE STUDY HEAT-EZE CASE STUDY Name Date Institution HEAT-EZE CASE STUDY 2 1 Heat-Eze, a reusable heating pad, had its distribution rights given to Mr. Mark Tanner who decided recently, after much consideration, that he wanted to manage the product. Although this product provides something unique and beneficial to customers, there are still many significant factors to consider regarding competition and what market segment to go after. The major problem is how to repackage the company's operations, develop a successful strategy and launch heat-eze in a market that is currently outdated and unchanged. 2 The issues in the case study are how to figure out a particular target market and come up with a valid marketing plan to tap into it. Richard MacKay, the newly appointed marketing manager, narrowed down to the Medical treatment market as the primary market with approximate calculations of how much of the heat-eze product the market would demand. However, at that point, it can still be considered guesstimation without proper market research and analysis. The other issue is the competition that exists in the market. This particular market has not had any new products introduced for quite a long time. However, there were the already existent ones. The problem that is arising from this issue is that these competitive products are produced by large and established multi-product companies such as 3M and Johnson & Johnson. 3 ENVIRONMENTAL ANALYSIS Demogra ...
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Just what I was looking for! Super helpful.

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