Rohm & Haas Leadership Essay

Essay specific features

 

Issue:

Business

 

Written by:

Dorthy L

 

Date added:

March 23, 2015

 

Level:

University

 

Grade:

B

 

No of pages / words:

4 / 1042

 

Was viewed:

7710 times

 

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Essay content:

In December of 1983, Rohm and Haas launched a brand extension called Kathon MWX, designed to kill microorganisms in metalworking fluids for customers with small-capacity tanks. The new product was distributed by large industrial formulators along with the existing Kathon 886 MWX, but sales volume for the product was only 6% of what was expected...
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The new product was distributed by large industrial formulators along with the existing Kathon 886 MWX, but sales volume for the product was only 6% of what was expected. Joan Macey, the marketing manager for Rohm and Haas explained the poor sales as low awareness of the brand and its usefulness along with the lack of competition to build demand...
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