for or justification of your proposals. Concision and clarity are important.
             Cumberland Metal Industries has developed a breakthrough product for a new market: a metal cushion pad for pile drivers. The metal pads improve pile driving rates and significantly reduce pad changing time, which saves money and improves on-the-job safety. Although this diversification would use CMI's existing manufacturing capabilities, market entry is risky because of: (a) CMI's lack of experience in the construction industry, (b) lack of clear distribution channels for this market, and (c) low barriers to entry for competitors...
             We recommend that CMI adopt two goals simultaneously: maximizing eventual market share, and developing distribution channels. CMI should price their pads initially at $500 per set, midway between costs and the estimated value to the consumer, and provide an extra incentive to switch from existing pads (100% rebate for the first order). To deter competition, CMI should try to establish a patent. To address inefficient and unknown distribution channels, CMI should spend to establish a direct sales force and to sign up distributors via manufacturer's representatives.
             The good example goes straight to the point. It mentions the most important facts and makes it clear why they are important, and it quickly moves on to a summary of the recommendations, which are briefly justified or related to the case facts.
             Cumberland Metal Industries wants to market a curled metal cushion pad for pile drivers on construction sites of new buildings. CMI is one of the largest manufacturers of curled metal products with sales over $18.5 million in 1979. Current pads have been cut from larger pieces of asbestos by small, anonymous job shops. CMI's pads save on labor costs because contractors don't have to pay workers during the long wait for asbestos pads to cool down (changing asbestos pads can also be hazardou...