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Scott, MIT Graduate
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Skids, Inc. (Skids) manufactures skateboards. Skids is an

Customer Question

Skids, Inc. (Skids) manufactures skateboards. Skids is an aggressive marketer, new to this product line, and has adopted several strategies to help it rapidly build market share. One approach was to make the designs and graphics of some of its skateboards nearly identical to those of the Boards, Inc. (Boards), the industry leader in skateboards.

In addition, Skids has begun an advertising campaign that criticizes Boards’ products. For example, it has made several claims, known to be false, about the materials used in Boards’ skateboards. It has also made claims about a tendency of Boards’ skateboards to break during use. This claim was based on an independent lab’s report that later proved to be false.

Lastly, Skids made several allegations about the president of Boards, primarily claiming that this well-known skateboarding pioneer had not accomplished all that he claimed. Skids believed that its allegations were correct, but it turned out that they were wrong.
Submitted: 8 years ago.
Category: Homework
Expert:  MBA in Marketing replied 8 years ago.

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