Adaptable Home Products Company (AHP) is a new home products company that uses technology to enhance convenience in regular home products including furniture to accommodate those with disabilities and physical challenges.

This brand new startup company has just hired you on as one of three new marketing product line managers reporting to the marketing director. Several years in the planning, the start-up is now becoming operational.

The founders are technology entrepreneurs/engineers and a former financial director. They have many enthusiastic investors who appreciate the founders experience and innovation. Besides hiring based on specific qualifications for the particular job, they only hire marketing professionals who have technology or rehabilitation/medial supply marketing expertise. They allow the first two weeks at the company for intensive training concerning their technology and processes to become thoroughly familiar with the products. The advertising is done via magazines and streaming television programs and the company website.

Their current distribution model is the following: AHP to retailers to customer. All production is done within the United States (U.S.), and regional mechanical engineers (who have been trained by AHP) install the products if needed, once they are shipped. Either Installers National Franchise Co. installers for the largest (Product #3) items, and local or other regional installers. The founders want to keep the company relatively small in staff but with a potentially global market. The headquarters is located outside of Scottsdale, Arizona as well as their production facilities (which predominantly uses robots for actual production work) and large warehouse are ADA compliant and they hire veterans when possible. The mission of the company is: We make quality home products to help improve lives anywhere. The objectives, according to the executives of AHP, are:

Create products that are attractive, affordable, and better enable customer use.

Design quality products harnessing technology that makes peoples' lives easier. The department has hired you as one of three new marketing product line managers (you can read the general product manager job duties).

Product line 1. Furniture (push button adjustable height (1) arm chairs, (2) sofas, (3) entertainment centers, and (4) kitchen tables that with push of a button adjust height along with optional adjustable chairs.

Product line 2. Kitchen Appliances: (1) Adjustable table top small ovens that defrost, cook, and deliver the meal to table with push of a button (sensors determine defrost/cooking times); (2) refrigerator/freezers that upon selection place the frozen item in the table top oven (when bought in tandem); (3) two-sided dishwashers that can send out clean dishes from one side and retrieve dirty ones to the other; (4) cookpots that auto-cook stews and sauces by cutting and sauting ingredients placed in to "feed tube" and then cooking over low heat for several hours. 1 Director (3 reports: Sales Manasen) Finance/ Ac:c:ountins Direc:tor(S reports) President/ CEO(Z reports) AHP corporate structure: 46 employees to date

Product line 3. Adjustable Screens: (1) Television (consumer); (2) computer monitors; Business to Business line: (3) tablet and cell, and (4) industrial monitors of all types that adjust to light, time of day, and visual needs of the viewer while protecting their eyes from harmful light.

	Pricing by product Line (1-3)	Product #/ Colors: blue, white, black, green, grey-unless otherwise stipulated	Type/Size
Survey Number	Product line 1. Furniture	Product #	Size/Color	Price
1-1	Push-button adjustable-height arm chairs: wood with steel outer frame; microfiber cushions; and steel legs.	2365	Adult Extra large	$985
		2364	Adult regular	$780
1-2	Push-button adjustable-height sofas- wood with steel outer frame; microfiber cushions; and steel legs.	2877		$1,189.00
1-3	Push-button adjustable-height entertainment consoles: wood with metal adjustable legs- 2 cupboards, 2 drawers, and top rotating inlay ("lazy Susan") for television. rotation.
	White	2590		$899.00
	Black	21589		$899.00
	Grey	21588		$899.00
	Blue	21587		$899.00
1-4	Push-button adjustable-height kitchen tables: In butcher block wood with silver metal frame and legs.	Product #	Size/Color	Price
	Large kitchen table	12995	Long-Seats 10-12 9 ft. x 4 ft.	$825.00
	Medium kitchen table	12994	Medium: Seats 6-8 6 ft. x 3 1/2 ft.	$525.00
	Small kitchen table	12993	Small: Seats 4 36 in. X 36 in.	$235.00
	Adjustable kitchen table chairs add-on: metal frame with microfiber cushions in choice of colors: blue; white; black; silver; red.	12992	Reg./Large	$150/$225
Survey Number	Product Line 2: Kitchen Appliances	Product #	Size/Color	Price
2-1	Adjustable tabletop small ovens that defrost, cook, and deliver the meal to table with push of a button	52019	Large: Fits Turkey	$375
	Adjustable oven -medium	52018	Medium: For frozen dinners etc.	$285
2-2	Refrigerator/freezers that upon selection place the frozen item in the tabletop oven when purchased in tandem. 25 cubic feet side by side or stacked	52017 (Side by side) 52016 (stacked)	Only in white, grey, or black	$1,875
	Refrigerator/freezer: 18 cubic feetside by side or stacked	52015 (Side by side) 52014 (stacked)	Only in white, grey, or black	$1,575
2-3	Two-sided dishwashers that can send out clean dishes from one side (to table) and retrieve dirty ones to the other	52024		$940
	(Has conveyor belts on either side and can be operated without the adjustable table.)
2-4	Cookpots that auto-cook stews and sauces by cutting and sauting ingredients placed into "feed tube" and then cooking over low heat for several hours.	52022	Large 7 Quart	$245
	Medium	52021	Medium: 5 Quart	$210
Survey number	Product Line 3: Adjustable Screens	Product #	Size/Color	Price
	Adjust to light, time of day, and visual needs of the viewer while protecting their eyes from harmful light
	Television monitor
3-1	60 inches	62670	60 inch	$400.00
	50 inches	62555	50 inch	$320.00
	40 inches	63555	40 inch	$280.00
3-2	Consumer Computer monitor	53556	21 inches X 12	$200.00
	Trim in grey, black, or white	63555	30 inches X 20	$250.00
3-3	B2B line: Tablet and Cell phone screens	Product #	Size/Quantity/Color	Price
	Tablet by 1,000s	62945	Tablet by 1,000s &..;@21.79 per	Sales Rep. can negotiate very large contracts
	Cell phone by 1,000s	61946	Cell phone by 1,000s	Sales rep negotiates
3-4	Industrial monitors:	64592	Conference Room size: 106 x 87 inches	$1,500
	Trim in brown, black, grey, or white only	64591	Auditorium size: 40 x 25 feet	$350,000
		64590	Factory floor large: 53 x 31 inches -60 in Diagonal	$500
		64589	Factory Floor small: 20 x 16 inches	$120
	Coming in August: Video games for Youths 14-21
	Product 1: International Intrigue: Find the Historical document: A country's founding document has been stolen and based on clues teams search for the document.	77217		$110.00
	Product 2: The Race of the Hemispheres: A game in which youth race via sail boats around the world. They are subject to storms, lack of wind, low supplies, etc.	77218		$90.00
	Product 3: Entrepreneur: Youth choose a product or service and then must figure out how to start a business to product it.	77219		$225.00
	Youth cell phone cases: In exciting new colors and designs that fit with all different types of phones. They have sticking ability with Velcro.	88299	All colors- youth can design their own online on the website	$35.00
	Young adult and adult desks with three monitors built in with stereo sound and optional headphones. Ages 21-99	99417	Grey; black; white	$1,200

Choose one of the proposed new products for youth or the young adult-adult (i.e., ages 21-99) from the price tab to launch in August. Do some investigation as to the current marketing mix for the product you chose using the price tab information and evaluate the marketing mix as you ascertain it to be for the products.

Checklist:

• Determine the existing marketing mix (i.e., the four P's) for the youth or young adult-adult (i.e., ages 21-99) version of the product line you chose.
• Evaluate the existing marketing mix. Are each of the 4 P's what they should be based on the price tab new product information, the company scenario, your reading, and your research online?
• Choose a brand's product that directly competes with your chosen AHP youth or young adult-adult (i.e., ages 21-99) product. Evaluate how the competition's product's 4 P's compare to your chosen scenario product line.
• Recommend improvements to the current marketing mix of the chosen AHP youth or young adult-adult (i.e., ages 21-99) product explaining your reasoning for each of the four P's based on the market, competition research, and the price tab details on the CSR database spreadsheet.
• Support your contentions with data provided, your online research, and your readings.