Case Study of Timkin Company INTRODUCTION This research analyzes "The

Many readers of "The Timken Company" case would be sorely tempted to state that the main problem affecting the company in 1980 (the time period of the case) was the inability of company management to focus on what should be the company's prime objectivemanufacturing and selling the best tapered roller bearings in the world. At some point prior to 1974, Timken began to produce the specialty steel required for its bearing operations. The company soon found that both its capacity and its expertise positioned it well to produce specialty steel products for other than its own use, and the company had, as of 1974, enjoyed considerable success in the manufacture and sale of specialty steel products for othersto the point where it is a leading provider of specialty steel products.

Timken management, blessed with an inferiority complex, does not busy itself with the mundane matters of roller bearings. Rather, the Timken management worries about why it is not known and loved as well for its specialty steel products, as it is for its r

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promote the company's specialty steel products to users, with an overall aim of boosting unaided consumer 4 awareness of the Timken Company as a provider of specialty steel products. This solution alternative is a sales promotionbased strategy. 3. The third solution alternative is for the Timken Company to develop and implement a massive institutional advertising campaign, with a focus on the company as a provider of specialty steel products. The institutional advertising campaign would not feature the company's roller bearing products. The overall aim of this strategy would be to boost unaided consumer awareness of the company as a provider of specialty steel products, by reaching potential users directly. This solution alternative is an advertisingbased strategy. 4. The fourth solution alternative is for the company to develop a specialized sales force, which will be concerned only with the sales of Timken produced specialty steel products. This sales force will agressively push the company's speciality steel products, by working directly with potential customers in an effort to solve their problems related to the use of specialty steel. This special sales force will not concern itself with Timken's roller
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Some common words found in the essay are:
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Approximate Word count = 1633
Approximate Pages = 7 (250 words per page)