r awareness of the Timken Company as a specialty steel producer.
The decision focus for the problem of its own imagination for the Timken management is to determine the strategy that will most probably lead to improvement in the level of unaided consumer awareness of the Timken Company as a specialty steel producer. The decision focus must also embrace, however, a constraint that will assure that whatever strategy is adopted and implemented to improve the unaided consumer awareness of the company as a specialty steel producer will not, simultan eously, dilute consumer perceptions of the Timken Company as the premier producer of tapered roller bearing products. Lastly, in an effort to boost the unaided consumer awareness of 3the Timken Company as a producer of specialty steel, the stra tegy adopted and implemented in pursuit of this objective must not be permitted to alienate any of the company's present cus tomers.
The preferred solution alternative for the Timken Company would be to let well enough alone. As the Timken management is bound and determined to fix something that is not broken, how ever, the preferred solution alternative cannot be considered as a solution alternative. Thus, the solution alternatives to consider are as follows:
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