EXECUTIVE SUMMARY
The WRT Engineered Products (EP) Division is faced with the quarrel on how to generate much commercial sales without jeopardizing its business with the military. Bruce Jacobs did a solid chore in identifying potential commercial customers and cling toing internal food market sense; however, focused marketing efforts need to be interpreted to ensure long-term achiever.
EP has excellent engineers, high-level battery technology, good production facilities, competent product assurance, and impressive military orders. However, it has about problems like heavy loan burden due to over expansion, over reliance on military orders, and engineering-driven philosophy. Bruce is faced with the challenge of not only how to market to the nongovernmental sector but how to foster market-driven philosophy within EP. He made some success but caused some trouble. I recommend Bruce focus on only technologies with high potential success and less competition. in that location are five promising areas: appliances and tools, buoys/beacons, calculator batteries, hearing aids, and live warning alarms.
B2B marketing usually requires long-term and complex negotiations to embodiment close buyer/seller relationship. As a newly recruit, it is not possible for Bruce to have wide support in a short run from this engineering-oriented firm and his supervisors.
He inescapably some success to build his credentials and gradually potpourri the situation. Focusing on items with high potential is the best scheme. EP energy lose some market opportunities, but this is the best stylus to avoid distracting from its military orders and the risk of rocking the boat.
The life of a vendor in an engineering firm is pitiful, right marketing strategy should be adapted to fit the firms environment and philosophy accordingly.
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