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Milchem has developed a new product after years of research. This has been a huge effort with challenging decisions. Years before, the company stopped some developments because of high manufacturing costs, an issue that Milchem considers very carefully.
In a mature market where costs of production are higher than 80% of sales, Milchem top management has already decided to launch the product. Mr Keon has to consider the concentration of the printing US Market that is located mainly in the Northeast of the country and California. In fact, the marketing strategy needs to have geographical steps to be able to cover the national printing blanket market...
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