Haver and Boecker manufactures specialty wire mesh which is used for screening machines, filtration and measurement technology. The company was faced with an opportunity, wherein they have enough wire mesh being made to expand into new markets. Haver and Boecker was unsure of what other types of opportunities existed for their wire mesh and wanted to learn more about new industries and uses for the product.
Marketing students at the College conducted an in-depth study about the wire mesh and how it could be used within several different industries. Several student groups presented a variety of approaches of how to best utilize the wire mesh and presented the proposal to Haver and Boecker, justifying why the product would succeed in the suggested markets, and providing various sales and marketing strategies to consider when approaching a new market.