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Alternatively, or additionally, he can decide to have more aggressive advertising and sales effort to recruit new dealers and assist current dealers. SMC is also preparing for the introduction of a new Trim-Max product. Wayne's ability to make the right strategic marketing decisions now will decide the destiny of SMC in the future.
Product Line
Swisher Mower Company (SMC), established in 1945, has a current portfolio of three products ? push mower kits, trailmowers and riding mowers. It is also in the process of developing a new product ? all-in-one trimmer, edger and mower. Chart 1 shows the percentage contribution of each of these products to SMC's total sales and Chart 2 shows the percentage contribution of each of these products to SMC's total gross profit in 1995...
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