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Based on the current information, I recommend that we move forward with the production and launch of Odor Eaters brand deodorizing socks in four different styles at an average price of $5.99 per 3-pair pack. Given our pricing structure, advertising investment, and other costs, we will have to increase our sales by over 14% in the first year and 21% (cumulative) in the second year for this to be a success. With a current market share of 10%, increasing it to 15% in two years can happen as a result of the following:
• Consumer test markets show that Odor Eater socks:
o Create customer loyalty
o Will sell at a higher price point
• Focused, capital intensive marketing campaign ($3+ million over two years)
• Increased distribution to include previously un-tapped retail channels (15,000 stores)
As a result, Chipman Union will breakeven in Year 1 and will begin seeing profits before the end of Year 2.

THE MARKET PLACE
In 1979, 289 million dozen pairs of hosiery were sold......

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Approximate Word Count: 2003
Approximate Pages: 9 (250 words per double-spaced page)

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