Type of product to be manufactured

Type of product to be manufactured

The first product policy of importance deals with the general type of product to be manufactured and marketed. While most medium-size or large manufacturing enterprises make and sell a line of products, it is entirely possible and often advisable to place the emphasis upon a particular type of product.

The manufacturer who chooses to produce only convenience goods, or only shopping goods, or only specialty goods, definitely simplifies his problem of marketing. Nor does such a policy of limitation of product type preclude the possibility of building up a "line" of products which will include many different items of varying sizes, styles, and models.

Some degree of emphasis on convenience goods, shopping goods, or specialty goods is highly profitable as a matter of product policy.