CUMBERLAND METAL INDUSTRIES
Overview
Cumberland Metal Industries (CMI) is seeking to diversify its product line. A Houston area sales representative has made us aware of the use of curled metal in pile driving as a cushion to absorb shock. The curled metal pads have been tested by two contracting groups, Colerick and Fazio, both with promising success and noticeable advantages over the current asbestos pads.
Colerick has requested pricing so that they can purchase and use our pads on other job sites. Colerick has been told CMI will give them pricing information by the end of the week. Price is the first priority which will be analyzed by cost savings to company, manufacturing costs, and break-even volume. Marketing options will also
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These hammers average 20 feet per hour for 290 million to 390 million feet driven annually. If six pads per set will drive 10,000 feet then the market for coiled metal pads would be 174,000 to 234,000 pads annually (Exhibit 2).
Market Share
Manufacturing cost estimates are based on a 250 unit per month production schedule. For twelve months CMI would produce 3000 pads per year, or 500 sets of a single coiled metal pad size. With a potential market demand of 174,000 to 234,000 pads annually CMI would only be capturing less than 2% of the market (Exhibit 2).
Basic Pricing based on Manufacturing Costs
The most common pad size is 11 1/2". Total cost per pad would be $148.12 using current equipment or $69.18 with the purchase of $50,000 permanent tooling equipment. CMI seeks for a 40-50% margin allowing for a price of $269.31 or $125.78 respectively (Exhibit 4).
Break-Even Volume With a margin of $121.19 for existing equipment the break-even volume would be 214 units per month. For the permanent tooling equipment the margin is $56.60 which has a break-even volume of 185 units per month (Exhibit 4). Both break-even volume numbers are within CMI manufacturing capabilities. To increase CMI unit production capability equipment at a cost of $75,000 per 250 units could be purchased.
Markets and Sales Force
CMI has been settling on signing construction-oriented manufactures' representatives who sell non-competing products on
The advantage of replacing the manufacturing lines now would be combat the decreasing efficiency rate (within 5 years it has declined from 90% efficiency to 76% efficiency when the target is 80%) and to intervene with the deterioration that has
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Situation analysis: CMI is looking to diversify its portfolio. It wants to introduce a new high performing cushion pad into the pile-driving market. CMI will initially target small engineering/construction and independent pile-driving contractors. CMI will have the first-to-market advantage, as there are currently no direct competitors for metal pads. In terms of channels, CMI would distribute its pads through manufacturing representative.
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Cushion pads are a product that contractors must use in sets (just one pad is not enough for the job). According to the two tests, a set of 6 pads is adequate for a typical job. So CMI could sell curled metal
The $320,000, on the other hand, is a fixed cost associated with the proposed addition.
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CMI was first manufacturer for CM pads, there was no direct competition and no available selling price in the market that CMI can take reference to. In view of that, CMI could use two test results of Kendrick and Corey to determine the economic value of CM pads. According to the Appendix I, the average economic value of CMI pad was 3,304. This value had taken into account of less CM pads required per job and the cost saving in equipment and labor . But the value to the customer should be higher due to some intangible advantage, for examples, lower accident claim as fewer set changes required for CM pads. Besides, lower health claim as CM pad contained non-toxic material. In order to gain the market share for this new product, we would recommend CMI to set the price of CMI pad around 85% of economic value, saying 2,805, promote to the market that it was much cheaper to use CM pads with superior performance and cost efficiency. Besides, different discounts can be granted to the customers depend on the length of the contracts signed and volume of the pads purchased, ranging from 10% to 25%.
Cumberland Metals Industries developed a new type of cushion pad for pile drivers made of curled metal. The 11.5 inch “Cumber-Coil” was tested by two different companies on two different projects and was found to far exceed the performance of the existing market-dominant product, the asbestos pad. The Cumber-Coil weighed half what the asbestos pad did and boasted a 33% faster driving time, 60% reduction in heat generated, and 400% less time wasted changing pads.
③Third step is to estimate costs. Since the average number of CMI pads need per year is 204,750(question 2), the number of CMI pads per month is about 17,000. So, the additional capacity