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I Case Analysis Overview Cumberland Metal Industries CMI is one of the largest metal manufacturers in the world The company evolved from selling metal as a finished product to one that used it as a raw material increasing sales from 250000 in 1963 to over 18500000 in 1979 Currently CMI relies heavily on SlipSeal which is used as a high-temperature sealant in automobiles Although CMI dominates the market for this product corporate sales figures decreased over the last year As a result the management at CMI realized the importance of diversifying its product-line so that the company does not rely as heavily on SlipSeal or the automobile industry With this in mind CMI management was very interested in a new product that could be used as a cushion pad in pile driving The cushion pads consisting of curled metal were superior in performance to the asbestos pads currently used throughout the industry The curled metal pads lasted longer then asbestos pads and were easier to change Furthermore the growing concern over the health risks associated asbestos gave CMIs pads an added advantage Government regulations prohibiting the use of asbestos or making them costly to handle could push pile drivers toward CMIs cushion pads The prospects prompted Robert Manicucci the vice president of Engineered Products Division at CMI to declare Curled metal cushion pads seem to have more potential than any other product weve ever introduced A successful market introduction could as much as double the sales of this company as well as compensate for the decline of some existing lines It almost looks too good to be true II Problem Thomas Simpson the manager of the Mechanical Products Group at CMI was excited about this new product as well The pads offered CMI an opportunity to diversify its product line and increase its sales volume Furthermore initial testing demonstrated the significant performance advantages of the metal
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