For the following case, can u explain a marketing solution?

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