Answer the questions from the case provided.
1. Provide a quantitative analysis of how much money Kathon MWX saves the user: i. how much does it cost the user for cleaning and not using it, ii. what is the cost using the Kathon, and iii. what is the difference (i.e., how much are you saving the customer)?
2. Why isn’t Kathon MWX selling? Would you abandon the current strategy or continue on with it? Why?
3. Describe the user environment. How are decisions made to purchase the product? Who makes the final decision?
4. What would your marketing strategy be? Your strategy is to have the following elements:
i. Pricing (give a quantitative reason along with your explanation)
ii. Positioning
iii. Channel sales
5. Based on your answers, your boss, David, asks you to be candid with him: do we try your recommendations or should the company just abandon the project? David doesn’t like quitters, but he hates to lose money even more. David is also a boss who more than anything wants a justification for any action taken. What would you say to him?
