Its decision to introduce the same in new packaging in the form of pocket-size sticks and sprays reflects the firm’s leadership initiatives in addressing the changing requirements of the people. The basic idea is to make them easier for people to carry it in their pockets or carry bags so that they are forever ready to protect their skin from the damaging rays of the sun.
The company has realized people have increasingly become more aware of the harmful effect of ultraviolet rays of the sun. The wide ramification of exposure to UV rays encompassing suntan, sunburn, premature wrinkles, skin cancers, etc. is a few of the serious health hazard that needs to be addressed for the wider welfare of the population. Thus, sunblock creams and sunscreen lotions become necessary not only for the beach but also daily. These are major motivating factors for the firm to introduce sunblock products in convenient packaging. Thus, the company has rightly identified huge market potential for its pocket-size sticks and sprays of its Coppertone sunscreen products.
Answer 2
The business strategy of the firm calls for comprehensive training programs, both for manufacturing and sales force. Both the areas are intrinsically linked to the product. The manufacturing of Coppertone products in sticks and sprays requires careful considerations that must meet the company benchmark for quality control, both for product and the containers vis-à-vis pocket size sticks and sprays. Indeed, quality control measures are managerial initiatives for improving and improvising goods and services to meet the changing demands of the people. Juran (2000) asserts that all quality improvement occurs on a project-to-project basis and therefore, quality assurance techniques become critical elements that help give e competitive advantage to the firm. Hence, the training implications for manufacturing of Coppertone sunblock’s and new packaging become highly desirable.
Training implications for the r sales force is another important aspect of judicious exploitation of potential markets for new products or products in new packaging. The increasing awareness of the negative effects of UV rays has greatly expanded opportunities for sunblock products. The company wishes to create a new market for its Coppertone products which are pocket-size sticks and sprays. Thus, the sales force must be well informed about the target market so that they are better prepared to put forward convincing arguments that may result in an effective sale. Spiro and Perreault (1979) believe that selling behavior fundamentally provides mechanisms that influence customer buying behavior by satisfying customer needs. The training in sales primarily involves strong communication techniques that could overcome the socio-psychological barriers of the target population. Hence, training of the sales force needs to become an intrinsic part of business strategy for optimal sales performance.
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