Question

Evaluate how Polymer Dynamics got into the present situation. What should Paige Chen do? What should Chen’s managers do? Explain. Essentials of Marketing A Marketing Startegy Planning Approach 15th Edition Page 660 Case #5 Polymer Dynamics

5. Polymer Dynamics Paige Chen, a chemist in Polymer Dynamics' resins labora- 1. Foam board is stiff but can be formed or bonded to tory, is trying to decide how hard to fight for the new product she has developed. Chen's job is to find new, morc profitable 2. Foam board is extremely lightweight and easy to lications for the company's present resin products-and her ha good structural rigidity urrent efforts are running into unexpected problems 3. Foam board has excellent and permanent insulating character- During the last four years, Chen has been under heavy pres- istics. (In fact, the major use for foam board is as an insulator.) which to apply a re from her managers to come up with an idea that will open 4. Foam board provides an excellent base on whie new markets for the company's foamed polystyrene. variety of surface finishes, such as a readily available Two years ago, Chen developed the "foamed-dome ept"-a method of using foamed polystyrene to make dome-shaped roofs and other structures. She described the pro- concrete-based stucco that is durable and inexpensive. Using her good selling abilities, Chen easily convinced her According to a preliminary study by the marketing research conc nstruction of a foamed dome involves the use of a specially designed machine that bends, places, and bonds pieces of plastic foam together into a predetermined dome shape. In forming a dome, the machine head is mounted on a boom, which swings around a managers that her idea had potential. cedure for making domes as follows: The co departm could be served by the domes: 1. Bulk storage 2. Cold storage ent, the following were areas of construction that pivot like the hands of a clock, laying and bonding layer u layer of foam board in a rising spherical form. pon 3. Educational construction 4. Covers for industrial tanks According to Chen, polystyrene foamed boards have several advantages, such a 626 5. Light commercial construction 6. Planetariums Building codes in our area are written for wood and cement structures. Maybe we'd be interested if the codes 7. Recreational construction (such as a golf-course starter house) The marketing research study focused on uses for existing dome structures. Most of the existing domes are made of cement-based materials. The study showed that large savings fter this unexpected reaction, management didn't know what to do. Chen still thinks they should go ahead with th project. She wants to build several more demo nstratiorn would result from using foam boards, due to the reduction of jects in the United States and at least three each in Europe and Japan to expose the concept in the global market. She Because of the new technology involved, the company de- thinks an interactive website and online video will also help cided to do its own contracting (at least for the first four to five spread the idea. She thinks architects outside the United construction time. ycars). Chen thought this was necessary to make sure that no States may be more receptive to really new ideas. Further, 6 nistakes were made by inexperienced contractor crews. (For she says, it takes time for potential users to "see" and accept new ideas. She is sure that more exposure to more people example, if not applied properly, the plastic may burn.) After building a few domes in the United States to demon- will speed acceptance. And she is convinced that a few re- strate the concept, Chen contacted some leading U.S. archi ports of well-constructed domes in leading trade papers and magazines will go a long way toward selling the idea. She is working on getting such reports right now. But her managers tects. Reactions were as follows: "It's very interesting, but we're not sure the fire marshal of aren't sure they want to OK spending more money on "her" Chicago would ever give his OK Your tests show that foamed domes can be protected against fires, but there are no good tests for unconventional or going ahcad at all-just in the United States or in global building materials as far as I am concerned. I like the idea, but foam board does not have the impact resistance of cement project. Her immediate boss is supportive, but the rest of the review board is less sure about more demonstration projects ma Evaluate how Polymer Dynamics got into the present situa- tion. What should Paige Chen do? What should Chen's manag- "We design a lot of recreational facilities, and kids will find a way to poke holes in the foam. PIC.COLLAGE

Answer 1

Polymer Dynamics got into the present situation by putting too much pressure on Paige Chen to develop a new product that will open up new markets for the company. Polymer Dynamics did not support or provide any help to Paige Chen and this approach of the company was neither systematic nor structured properly. Paige Chen should have been supported by proper marketing research activities so that she would have been able to identify a product gap and a need gap properly and hence develop a new product that will help in filling the need gap in an optimal manner.

Paige Chen should persist with her idea and convince her managers about the potential of the new product i.e. the foamed dome concept. She should make her managers realize that the new product is highly useful and this trait of the product will have to be communicated in a clear, concise and tangible manner to potential users.

Chen’s managers should realize the fact that any new product and any new technology take time to gain acceptance among users. Once the inflexion point is reached then new users will be added in an exponential manner and sales will increase manifold in a sustainable manner. Hence the managers should spend on promotional activities, educate users through websites and brochures and also invite users for interactive seminars in which the use of the new product and its advantages can be showcased. Once the potential users realize the benefits of foamed dome concept they will start buying the product and the product will gain acceptance in the market in a rapid manner. Also being the introducer of a new technology and being the first mover Polymer Dynamics will get a sustainable competitive advantage in the market.