Loctite Hbs Case Study

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Recommendation In September 1978, when the vice president for marketing of Loctite Corporation’s Industrial Products Group was determining whether to recommend launching an adhesive dispensing device known as the Bond-A-Matic 2000, Loctite’s primary goal was to “become the premiere worldwide marketer of instant adhesives for industrial use by 1985.” After analyzing the potential target market segment for the Bond-A-Matic 2000 as well as its fit with the Loctite brand and within Loctite’s product portfolio, we recommend that Loctite not launch the Bond-A-Matic 2000. Instead, Loctite should focus its resources on other growth opportunities that are more likely to help it meet its principal objective. Customer/Market Segmentation The instant adhesive industrial market is a highly fragmented, B2B market, which consists primarily of small firms. Approximately 60% of end users purchase less than one pound of instant adhesives annually. With these firms purchasing such small quantities, it is unlikely that Loctite can expect these existing users or nonusers with similar purchasing habits to significantly increase their demand for adhesives, regardless of whether Loctite introduces the Bond-A-Matic 2000 or not. At the same time, end users purchasing less than one pound of instant adhesives annually are unlikely to adopt the Bond-A-Matic 2000 technology, which holds a one-pound container of adhesive and, therefore, requires the purchase of at least one pound of adhesive at a time. It is unlikely that Loctite will be able to generate enough interest in the Bond-A-Matic 2000 to offset production costs for the new product line. On the other hand, the larger end users of instant adhesives that buy more than more than ten pounds per year are likely to be less price sensitive and more quality-oriented and, therefore, would likely be more interested in the Systems

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