Submitted by: Submitted by christelledee
Views: 39
Words: 1948
Pages: 8
Category: Business and Industry
Date Submitted: 03/27/2015 04:39 PM
TENDER CARE DISPOSABLE DIAPERS
CASE ANALYSIS AND MARKETING PLAN
(TAN,DUNCOMBE,DUNCOMBE,GIRON)
I. CURRENT MARKET SITUATION
RMM is a medium-sized but growing company located inDenver,Colorado. The business operations o RMM involve manufacture and selling of baby products, namely diapers and jaundice treatment equipments Phototherapy equipments, for both home and hospital use in the Californian market.
The company is relatively new in the market having been incorporated in 1981. It is considering entry into the business of producing disposable diapers which is currently dominated by two huge, well managed corporations (Proctor & Gamble and Kimberley-Clerk) that have been in the market for many years and who share between them a huge chunk of the baby products market.
The company has very innovative and ambitious managers, who have expressed strong desire to make the company a force to reckon with in the baby products market by introducing not only new products but also unique ones. The company invests heavily in market and new product development as well as practicing a policy of recruiting the best professionals in the field of marketing, production management and market consultants in an effort to gain market competitiveness.
RMM is currently in advanced stages of introducing a new product in the baby products market and specifically in California. It is to start producing a diaper that it says would be of superior quality compared to any of the same products currently in circulation in theCaliforniamarket. But the road to the launch of the product is proving to be bumpy as there are a set of crucial issues that have to be overcome in the first place.
The major problem or issue is the existing tough competition in the market. Having to wrestle any significant market share from the huge, well-established, well-manage and financially muscled corporations that have a market share of above eighty percent between the is clearly a tremendous task that...