Case | HBS Case Collection | October 2008 (Revised March 2011)

Curled Metal Inc.—Engineered Products Division

by Benson P. Shapiro and Frank V. Cespedes


Curled Metal Incorporated has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products Division are responsible for formulating a strategy for the new product. A key issue is the price to charge for the pads. The case raises issues of analyzing market potential, aligning price with business strategy, and the implications of a price on development and execution of integrated strategic options.

Keywords: Price; Product Launch; Product Positioning; Business Strategy;


Shapiro, Benson P., and Frank V. Cespedes. "Curled Metal Inc.—Engineered Products Division." Harvard Business School Case 709-434, October 2008. (Revised March 2011.)