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The Brazilian lift-truck product line of Clark Material Handling Group needs reevaluation. An advanced marketing technique called'tradeoff analysis'or'conjoint analysis'results in a product line modification recommendation that disturbs one of the experienced managers.

Expands on Clark Material Handling Group-Overseas: Brazilian Product Strategy (A) and (B). Company considers entry into the Japanese market.

The company's plans are revealed. A stock offering has produced $20 million to be used for development.

The recommendations of the consultants require a number of assumptions and modifications to be implemented by Syntex Labs. Presents the initial implementation plan of the company.

A consulting project involving a mathematical model of the sales force indicates that Syntex Labs should nearly double the size of their sales force and drastically alter their allocation of sales effort to the product line and physician specialties. The questions are whether the results are reliable and what action should be taken.

Information Resources, Inc. (IRI) is a small but rapidly growing marketing research firm. IRI's major product, BehaviorScan, provides the most completely controllable and measurable marketing program testing facility in the world. It includes UPC electronic scanning at all cash registers in four towns, individually targetable households for TV advertising; and longitudinal data on households. The case concerns new product development and marketing program planning for the company.

Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and promotion insights which are important in the repositioning of the product.

After the initial ASSESSOR indicated problems in formulation, product position, and advertising copy, Enhance was modified and retested using ASSESSOR. Compares the new results as well as presenting teaching study data. Enhance is well below predicted share. Is the fault in the product, strategy, or execution of the plan?

A new product, contact lenses for chickens, is to be introduced by a small firm formed to market the product. An entry strategy must be planned including price, sales force, size, and location. Allows data for computation of economic benefit to farmers. Includes state-by-state chicken population data for planning a rollout sales program. Software for this case is available (9-588-539).