Schering-Plough HealthCare Products Inc. expanded its product line by developing pocket-size sticks and sprays of Coppertone sunscreen, previously only available as lotions packaged in squeeze bottles.

The company placed a strategic emphasis on developing markets for this product. The company knew from market research studies that its Coppertone customers were already using the product in its original squeeze container at the beach. Due to increased awareness of the dangers of excessive skin exposure, consumers who had not previously used sunscreen except when at the beach were looking for a daily sunscreen product. Company managers reasoned that their market could be expanded significantly if the product were repackaged to fit conveniently in consumers’ pockets, purses, and gym bags. Identify the business strategy. What training needs result from this strategy? What are the training implications of this decision for (1) manufacturing and (2) the sales force?