Abstract
The Company has the intention to set up a microwave manufacturing company and to achieve a turnover of five million pounds in the third year of running. The name of this company that will provide the customers a brand new innovation is BEAM. It was decided to have as a slogan of the company: ?"BEAM? We know what you mean'. This way the customers can be assured about the fact that this team will satisfy their needs. This enterprise is very aware of its brand name and reputation and they know that the pressure on this market could be withstood only if they can differentiate their product and enter a niche market segment. The brand new innovation of the company is a "KeepWarm" microwave that helps to keep the warmed or cooked food for longer period of time as warm and crisp as it was at the beginning. It will have an additional compartment that will contain a heating lamp. This way this microwave will be a 2 in 1 product. The market analysis had shown that the number of sold products will be guaranteed as compared to the last decade. Microwaves have become a necessity rather than a luxury item and they can be used in various ways: melting defrosting, reheating, cooking, and preparing entire meals. This innovation will give one extra function to these that is the "KeepWarm" facility. What is more the number of two-person households is growing and such a microwave is needed in these homes, as well as in one-person households and in those families who have small children.
