Singapore Metals Limited (SML) has declining sales, but has developed a new product (curled metal pads ram) that in field tests provides customer benefits, which are many times the cost of SML. Jonathan Lee and Alex Tan SML Engineered Products Division are responsible for the formulation of a strategy for the new product. A key issue is to load the price of the pads. The case raises questions about the analysis of market potential, price alignment with business strategy and determining the … Read more »

Singapore Metals Limited (SML) has declining sales, but has developed a new product (curled metal pads ram) that in field tests provides customer benefits, which are many times the cost of SML. Jonathan Lee and Alex Tan SML Engineered Products Division are responsible for the formulation of a strategy for the new product. A key issue is to load the price of the pads. The case raises questions about the analysis of market potential, price alignment with business strategy and determining the impact of price on the development and implementation of integrated strategic options.
«Hide

from
John Gourville
Source: Harvard Business School
12 pages.
Release Date: 19, March 2013. Prod #: 513097-PDF-ENG
Singapore Metals Limited HBR case solution

[related_post themes="flat"]