The marketing manager of Bedrock's Packaging Systems Division, is responsible for generating a plan to revitalize sales of Wrap 'N' Stick, a product introduced three years earlier. The alternatives for the product include an exclusivity deal, private branding, enhanced marketing, and the use of a fund raising wholesaler. A discounted cashflow is to be used to quantify the alternatives (which were not necessarily mutually exclusive). Numerous qualitative issues also need to be considered in devising the marketing plan.
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