Shering-Plough HealthCare Products Inc. decided several

years ago to expand its product line by developing pocket-size

sticks and sprays of Coppertone sunblocks, 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 to prevent sunburn. Due to increased

awareness of the dangers of excessive skin exposure,

consumers who had not previously used sunblock except when

at the beach were looking for a daily sunblock 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?