The WRT Case Executive Summary

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EXECUTIVE SUMMARY The WRT Engineered Products (EP) Division is faced with the challenge on how to generate more commercial sales without jeopardizing its business with the military. Bruce Jacobs did a good job in identifying potential commercial customers and fostering internal market sense; however, focused marketing efforts need to be taken to ensure long-term success. EP has excellent engineers, high-level battery technology, good production facilities, competent product assurance, and impressive military orders. However, it has …

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…supervisors. He needs some success to build his credentials and gradually change the situation. Focusing on items with high potential is the best strategy. EP might lose some market opportunities, but this is the best way to avoid distracting from its military orders and the risk of rocking the boat. "The life of a marketer in an engineering firm is pitiful," right marketing strategy should be adapted to fit the firm's environment and philosophy accordingly.