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Cantel Inc. had just been granted a license from the Canadian Department of Communications to provide a national air network for a new mass communications technology, cellular radio communications. In devising a marketing strategy, the management team questioned whether the company should be involved in the provision of a complete cellular package, including the promotion, sales, installation and maintenance of both cellular telephones and network subscriptions. In addition, they were considering alternative distribution channels for bringing cellular to potential end users, and pricing and promotional programs were not yet finalized.

The Canadair Challenger Jet senior management must decide whether or not to proceed with the venture of designing, marketing and producing an aircraft to compete in the world market for large business jets. Canadair executives must decide the product positioning, price, advertising, selling program, and servicing arrangements before they can assess the feasibility of the venture.