1. BY AMY PRUTSMAN, ADINA SCHOENEMAN, KIM
CHARLES AND CATRINA AUBRY

2. WHO ARE WE
• A manufacturing company who currently produces
nylon rope and steel cabling products
• We’ve received customer feedback:
• Traditional nylon rope does not support enough weight for
their needs
• Traditional steel cabling weighs too much and reduces the
efficiency of crane loads

3. OUR NEW PRODUCT
• Our R&D team came up with a new innovation to
solve customer concerns
• Flexible nanotube technology cased in double
braided nylon exterior.
• Improved weight capacity:
• Traditional ¼ inch nylon rope holds 1,500 lbs. while our new
technology can support 15,000 lbs.
• Traditional steel cable weighs around 0.5 lbs. per foot while
the nanotube rope will weigh only 0.2 lbs. per foot.

4. SURVEY QUESTIONS
• Surveyed current and potential customers for
nanotube technology
• Survey included 10 questions:
•
•
•
•
•
Demand
Price
Product
Place
Promotion

5. POSSIBLE SEGMENTS
• Construction Machinery Manufacturing
• Sporting Goods Stores
• Building Materials and Supplies
• Commercial Fishing Equipment and Supplies

6. DEMAND
How Often Company Orders
Rope/Cable
How Often Company Orders
Rope/Cable
45
20
40
18
35
16
30
14
25
12
One-Three Weeks
20
Three-Six Weeks
Onceyear
10
Twiceyear
15
Six-Nine Weeks
8
Three timesyear
10
Nine+ Weeks
6
More Often
5
4
0
2
Sporting
Building
Commercial
Goods Stores Materials and
Fishing
Supplies
Equipment
Dealers
and Supplies
0
Construction Machinery
Manufacturing

7. DEMAND
How Many Establishment Customer Operates
35
30
25
20
1-5
6-10
15
11-15
16-20
10
21+
5
0
Construction Machinery
Manufacturing
Sporting Goods Stores
Buidling Material and
Supplies Dealers
Commerical Fishing
Equipment and Supplies

8. DEMAND
How Willing is Customer to Try New Products
40
35
30
25
Not Willing
X
20
XX
15
XXX
Very Willing
10
5
0
Construction Machinery
Manufacturing
Sporting Goods Stores
Building Material and
Supplies Dealers
Commercial Fishing
Equipment and Supplies

9. PRICE
Which is More Important to Company: Quality or Price
30
25
20
Quality
2
15
3
4
10
Price
5
0
Construction Machinery
Manufacturing
Sporting Goods Stores
Building Material and
Supplies Dealers
Commercial Fishing
Equipment and Supplies

10. SEGMENT DECISION
• Based on previous demand questions, we
determined our best segment would be:
Commercial Fishing Equipment and Supplies

11. PRICE
How Competitive is our Current Pricing Strategy to the
Customer
25
20
Not Competivitive
15
2
10
3
4
5
Competitively Priced
0
Construction Machinery Sporting Goods Stores
Manufacturing
Building Material and
Supplies Dealers
Commercial Fishing
Equipment and Supplies

12. PLACE
Customer Opinion on Storage Space of our Current
Product
40
35
30
25
Too Much Space
20
Right Amount of Space
15
Not Applicable
10
5
0
Construction Machinery Sporting Goods Stores
Manufacturing
Building Material and
Commercial Fishing
Supplies Dealers
Equipment and Supplies

13. PLACE
What Channel the Customer Aquires Product Through
20
18
16
14
12
Direct Distributor
10
Web-based Distributor
8
Direct from Manufacturer
6
Manufacturer Rep
4
2
0
Construction
Machinery
Manufacturing
Sporting Goods Stores
Building Material and
Supplies Dealers
Commercial Fishing
Equipment and
Supplies

14. PRODUCT
Importance of Weight Capacity
35
30
25
Not Important
20
2
3
15
4
Very Important
10
5
0
Construction Machinery
Manufacturing
Sporting Goods Stores
Building Material and
Supplies Dealers
Commercial Fishing
Equipment and Supplies

15. PRODUCT
Current Customer Service Satisfaction
25
20
15
Very Unsatisfied
2
3
10
4
Very Satisfied
5
0
Construction Machinery
Manufacturing
Sporting Good Stores
Building Material and
Supplies Dealers
Commercial Fishing
Equipment and Supplies

16. PROMOTION
How Customers Find New Technology Information
40
35
30
25
Trade Show
20
Trade Press
Web Search
15
Regular Web Sources
10
5
0
Construction Machinery Sporting Goods Stores
Manufacturing
Building Material and
Supplies Dealers
Commercial Fishing
Equipment and Supplies

17. CONCLUSION
• We have decided to target the Commercial Fishing
Equipment and Supplies Segment
• To position ourselves for this segment, we will:
• Launch our product at trade shows, invite trade press to
write about us, and encourage web sources to gather
information to feature on their pages
• We will working on pairing up with web-based distributors
and secure manufacturers reps to build relationships and
promote our web-based sources through personal selling