In a Bind: Peak Sealing Technologies’ Product Line Extension Dilemma - Management Assignment Help

Assignment Task:

Task:

It was a scorching hot day in July 2013 as Emma Taylor arrived at her office in Peak Sealing Technologies’ Dallas, Texas corporate headquarters. Taylor had been with Peak Sealing Technologies (PST) for six years since earning her MBA. She was the product manager for K2-Tape, the company’s premium pressure sensitive carton sealing tape line. Recently, a small regional tape producer had found some success with a cheaper, economy grade version that lacked the patented adhesive technology and high quality materials that K2-Tape products offered. Some members of PST’s executive steering committee thought the best way to defend against this threat was to add a similar lower quality, less expensive product to the PST line up. PST’s president and chief executive officer, Ethan Sloane, was not convinced this was the best strategy and had asked Taylor to provide a formal recommendation on how to deal with the economy product threat.

Background and Competitive Overview
In the adhesive industry, PST was recognized as a leader in quality, performance and technological innovation. PST product lines included carton sealing and industrial tapes, specialized adhesives, other packaging products as well as complementary packaging systems and solutions. PST products were generally utilized for packaging and manufacturing applications.

K2-Tape
Products: The K2-Tape product line consisted of nine pressure sensitive carton sealing tapes. Products were manufactured with a premium polyester film backing and a patented pressure sensitive hot melt adhesive technology. The majority of K2-Tape end users were in packaging, retail and manufacturing businesses, with specialty customers in military supply and hazardous materials. Applications for K2-Tape products focused on carton sealing, bundling and critical closure applications. Lab tests on technical performance showed exceptional adhesion properties, holding force, tear resistance and tensile strength versus all competitors. Exhibit 5 provides details and sample applications for the different grades. K2-Tape was known for its reliable seals in high stress shipping situations and superior performance for challenging sealing applications.

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