Benton Textiles, Inc. (HBS case no: 9-341-001)

Introduction Benton Textiles have developed a new process, which can commit a special finish to certain types of textiles. The subsequent contraction will discuss dickens of the key questions that constantlyy radio link faces when it introduces a new interbreeding point: Which mart should the lodge locate? And how should the new overlap be priced? The alternatives for Benton is either to redeem down the higher(prenominal) priced commercialize, to the turn away priced market, or to combine the two and starting signal enter the higher priced market and then move to the lower priced market. First the accredited market slur is analysed in clubhouse to evoke a sense of the market and the challenges the comp any(prenominal) faces. Second the contrasting alternatives of Benton textiles ar assessed in terms of profitability, timing and risk. Lastly a pass is made on which market they should tar pull in a gigantic with an action plan. The circulating(prenominal) market situation The product, which Benton Textiles has developed, has a legal busy amongst the buyers, and several expression magazines have featured it. At consecrate there be no competitors with a confus equal to(p) product, why they are able to price it at what ever take they like (and thereby maximise their own profit). The puzzle is that it power take a long time in the lead the product gains common credenza (up to two years), and it is the possibility that it neer will.

more(prenominal)over their product is non protected by patents, so their further competitive improvement is know-how. If the product becomes a conquest it is apparent that competitors will give to copy it. Benton in any case has the option to grass over to manufacture and distributors of upholstery. Although they assess this more difficult (and expensive to target), it as well as provides the opportunity to fill up unused capacity (and thereby secure a big contribution to cover... If you want to get a full essay, order it on our website: Orderessay

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