Case | HBS Case Collection | March 2013

Singapore Metals Limited

by John T. Gourville

Abstract

Singapore Metals Limited (SML) has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, delivers customer benefits that are many times SML's manufacturing costs. Jonathan Lee and Alex Tan of SML'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 determining the implications of price on the development and execution of integrated strategic options.

Keywords: Metals and Minerals; Marketing Strategy; Price; Business Strategy; Product Development; Manufacturing Industry; Consumer Products Industry; Singapore;

Citation:

Gourville, John T. "Singapore Metals Limited." Harvard Business School Case 513-097, March 2013.