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Arvin Singh is a retired factory worker who invented a rectangular case with wheels on one end and a retractable handle on the other. The suitcase can hold about four days' worth of clothes and be pulled easily down narrow airplane aisles. It is both light and durable. An integral part of the design is the several internal separators that allow easy storage. Friends and family members who test-drove the bag were enthusiastic about its prac- ticality. Singh researched several potential manu- facturers in China, and believed he could bring the luggage to market at a bargain price. Singh exhibited his new product at the luggage industry's annual trade show. The bag created little excite. ment among buyers. They complained that the suitcase stood on its side, which looked unnatural. Question 1 What particular niche market, if any, do you think Singh can successfully reach with this product? Why? Question 2 Do you think he will face an imme- diate challenge from local or global competitors? If so, how should he react? Question 3 What type of quality concerns should Singh have regarding the product? Arvin Singh is a retired factory worker who invented a rectangular case with wheels on one end and a retractable handle on the other. The suitcase can hold about four days' worth of clothes and be pulled easily down narrow airplane aisles. It is both light and durable. An integral part of the design is the several internal separators that allow easy storage. Friends and family members who test-drove the bag were enthusiastic about its prac- ticality. Singh researched several potential manu- facturers in China, and believed he could bring the luggage to market at a bargain price. Singh exhibited his new product at the luggage industry's annual trade show. The bag created little excite. ment among buyers. They complained that the suitcase stood on its side, which looked unnatural. Question 1 What particular niche market, if any, do you think Singh can successfully reach with this product? Why? Question 2 Do you think he will face an imme- diate challenge from local or global competitors? If so, how should he react? Question 3 What type of quality concerns should Singh have regarding the product?
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Answer rating: 100% (QA)
1 Singhs suitcase with its unique design features such as the internal separators lightweight and durable construction and ease of maneuverability could potentially target a niche market of frequent t... View the full answer
Related Book For
Essentials of Materials Science and Engineering
ISBN: 978-1111576851
3rd edition
Authors: Donald R. Askeland, Wendelin J. Wright
Posted Date:
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