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In this case, if the face part (softer) has some damage, it is possible to change it and maintain the backing part in use.
Analysis
EXTERNAL ANALYSIS
Customer Definition
The potential customers for the polyfibron offset press blanket are operations managers, superintendents, and foremen of printers and magazine companies in the US. Potential customers have not purchased the new product before but they know about the characteristics that it needs to have. These characteristics are basically the ones that would increase efficiency of the off set printing and reduce manufacturing printer costs.
There is a key point in the information provided that says, "although lithographers were generally satisfied with the quality and performance of existing blankets, there were indications that a number of product characteristics might be improved". In sum, the main positive reaction for the customer for a new problem is to give him a product that can improve the quality and efficiency of the current blanket with a current price …show more content…
However, it is important the long-term relationship between the customer and the distributor channel or direct sales.
Customer Satisfaction
This is a market where the final customer has to know many technical aspects relating to efficiency, replacing, and chemical features. I believe that customers who keep buying the same product is because of the technical assistance that the company can offer, either by personal direct sales or by the same distributors.
Milchem has the advantage of having at least three market researches that have served to know more about customer necessities and feelings about new technology. In the last survey held at Boston to 30 potential customers, the outcome was that 60% of them repeated buying orders, yet "the general reception was good" . In fact, the customer does not feel yet that it has to be a change in the product; even he/she feels that the current blanket can be improved.
Performance Analysis
Sales and profitability
The chart below shows important features corresponding to market size, average price in the blanket market, costs of productions, and potential
Analysis
EXTERNAL ANALYSIS
Customer Definition
The potential customers for the polyfibron offset press blanket are operations managers, superintendents, and foremen of printers and magazine companies in the US. Potential customers have not purchased the new product before but they know about the characteristics that it needs to have. These characteristics are basically the ones that would increase efficiency of the off set printing and reduce manufacturing printer costs.
There is a key point in the information provided that says, "although lithographers were generally satisfied with the quality and performance of existing blankets, there were indications that a number of product characteristics might be improved". In sum, the main positive reaction for the customer for a new problem is to give him a product that can improve the quality and efficiency of the current blanket with a current price …show more content…
However, it is important the long-term relationship between the customer and the distributor channel or direct sales.
Customer Satisfaction
This is a market where the final customer has to know many technical aspects relating to efficiency, replacing, and chemical features. I believe that customers who keep buying the same product is because of the technical assistance that the company can offer, either by personal direct sales or by the same distributors.
Milchem has the advantage of having at least three market researches that have served to know more about customer necessities and feelings about new technology. In the last survey held at Boston to 30 potential customers, the outcome was that 60% of them repeated buying orders, yet "the general reception was good" . In fact, the customer does not feel yet that it has to be a change in the product; even he/she feels that the current blanket can be improved.
Performance Analysis
Sales and profitability
The chart below shows important features corresponding to market size, average price in the blanket market, costs of productions, and potential