Benton Textiles, Inc. (HBS case no: 9-341-001)

Introduction Benton Textiles have developed a new process, which can apply a special finish to certain types of textiles. The subsequent analysis will discuss two of the key questions that every company faces when it introduces a new product: Which market should the company target? And how should the new product be priced? The alternatives for Benton is either to enter the higher priced market, to the lower priced market, or to combine the two …

…demand). *<Tab/>It is not possible to expand production beyond 100% operation at a single-shift. Exhibit 4 -Costs and sales revenue A comparison between total production costs and total sales revenue at different sales prices as a function of the production volume. Exhibit 5 - Iso-operating-profit The figure below illustrates the relation between production volume, sales price and the operating profit for the higher priced market. The lines indicate a constant operating profit (iso-operating-profit).