What should Tim McDern recommend to his senior managers?
What will be an ideal response?
Since it is no longer cost-effective to operate separate sales and marketing divisions, the brand names must be
changed. He should recommend that the change come in stages using a portion of the U.S. market as a test case
since both brand names are known in this market. Aggressive promotions among distributors and advertising of the
new brand name to customers would be necessary. After a specified time, it would then be determined how to enter
the international markets where either one brand name or the other is known. It is important not to lose already-
established markets. McDern needs to state the fact that the brand name change is a long-term decision that would
affect the longterm positioning of the company.
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