In 2 0 0 3 , Du Pont introduced Arathorn 2 5 , a polyethylene resin designed
Question:
In Du Pont introduced Arathorn a polyethylene resin designed to compete with other resins in the manufacture of flexible pipe. Tests indicated that Alathon pipe had failure rates of compared with for the competition. Farmers purchased Alathon pipe as part of belowground irrigation system. The common substitute for Alathon pipe was a pipe made of an offgrade resin selling for $ per hundred feet. Labor cost of replacing a failed pipe is about $ Pipe failures, if not detected quickly, can also damage crops. The damage could range from if the plants were mature to $ when vulnerable seedlings were washed out. Young, poorly rooted crops are in place approximately of the time that the irrigation system is in use.
Required
i What was the products economic value for the farmers?
ii What if the failure rate is reduced from to instead of to
Marketing Research
ISBN: 9781119497639
13th Edition
Authors: V. Kumar, Robert P. Leone, David A. Aaker, George S. Day