Introduction 1.1Background This report has been written as part of the academic requirements of the Master of Business Administration. 1.2Size up A small part ($5.4 million) of Rohm and Haas' $1.9 billion sales (1983) is derived from the sale of metal working fluids. Currently these sales are realized through the product Kathon 886MW (886MW), which is mainly used as a maintenance biocide in central metal working systems fluid reservoirs. Because of suggestions from the current end-users and the …
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showed last 75 words of 4228 total
…to the benefits of the product. d)The development of a dedicated MWX stamp or packaging easily recognizable by end consumers to associate the product to the promotion and advertisement program and to make the brand better known. e)The association of formulators in the implementation planning of the product to involve them in its development. This involvement will make them more concerned about MWX and it will associate the MWX to the formulator product.