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Use This Information for Question That Refer to the Wire

question 12

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Use this information for question that refer to the Wire Products Inc.(WPI) case. Rob Rose sat back to review the portfolio of products his company,Wire Products Inc.(WPI) ,has in its product line.The company specializes in making various products for consumer and industrial uses from hard laminated wire-coated with special paints.
1) WPI's Wire Closet products have been on the market for 10 years.Consumers install the wire shelves and closet rods themselves.The market leader,Closetmaid,has been selling similar products for more than 20 years,but so far the sales volume and profits for the market have continued to grow.Recently,several new competitors have come into the market.
2) Three months ago,WPI entered the lawn and garden market with folding fences made with laminated wire and branded as Wire Fold-Fence.Previously,WPI had never made fences or been a player in the lawn and garden market-although other companies have been making products in this market for years.However,Rob Rose has discovered that recent sales of wire garden fencing have leveled off and profits are declining overall.Still,WPI thinks it has some cost advantages and can grow its own sales and profits in this market.
3) WPI has just developed Oil Wire,a new concept for the environmental cleanup market.Oil Wire is coated with a special material that cleans up oil spills.There has never been a product like this and WPI wants to quickly get the word out about its benefits.The product is now being rolled out in selective markets.
4) Another business product is Wire Locker used for secure storage by gymnasiums or companies.This style of locker has now gone out of fashion and most customers are finding better materials to use for lockers.Aggressive selling has helped Wire Locker's sales stay flat,but the total market for wire style lockers is only half of what it was 10 years ago.
5) WPI's Wire Window product is used as a security product to protect glass windows.It sells to homeowners and retailers looking for additional safety.WPI's sales of this product have dropped in recent years because competitors have introduced maintenance-free products.However,the overall market for this type of product continues to show good growth.
6) WPI is running concept tests of a new wire car-top carrier called Wire Car Top.There are other car-top carrier products on the market,but WPI plans to include options in its carrier that will make it easier to load bikes,skis,and suitcases.Wire Car Top is also very easy to put on and take off of the car because of its light weight and ease-of-use features.The concept tests are helping WPI analysts develop rough estimates of costs,sales,and profits.
7) Another new product idea,tentatively called Wire Tent,is being considered.It would use laminated wires to create a portable tent frame.This product is currently being evaluated to determine its fit with the company's objectives and external market trends.
Rob is thinking about the product life cycle,where each product fits,and what he should be doing as part of his marketing plan for each of these products.
For which product is it most critical for WPI to build brand familiarity?

Definitions:

Four-Firm Concentration Ratio

A metric that represents the market share of the four largest firms in an industry as a percentage of the total industry's output.

Restaurant Industry

A sector of the economy comprising establishments primarily engaged in preparing and serving meals, snacks, and beverages for immediate consumption.

Metropolitan Area

A region consisting of a densely populated urban core and its less-populated surrounding territories, sharing industry, infrastructure, and housing.

Monopolistically Competitive

A business environment defined by numerous companies offering products that are alike but not exactly the same, providing them with a certain level of influence over the market.