simulation page

Product Overview

The product manager for the light-bulb line at Westinghouse Corporation is considering how to improve sales of its new state-of-the-art "Super Bulb," a product marketed as offering "three times the life at two times the cost" of the company's best-selling light bulb. After a successful introduction, it has now slipped to 8% of Westinghouse light-bulb sales. The manager is wondering which, if any, of the marketing-mix elements he should modify--or whether he should drop the product entirely. Offering a wide variety of marketing issues, this case can be used for the ending module of a marketing-management course and has also been used successfully as a final examination.