In 1990s, Gekkeikan introduced sake in self-heating cans to the Japanese market. By 2002, it was obvious that design flaws in the can had led to low sales and high production costs. Gekkeikan then used a _____ strategy and stopped manufacturing the product.
A) trading down
B) produce alteration
C) diversification
D) repositioning
E) product-mix contraction

Question

Quizplus · Accepted Answer

Gekkeikan used a product-mix contraction strategy by reducing the number of products they offered, in this case, discontinuing the self-heating sake cans due to their design flaws, low sales, and high production costs.

In 1990s, Gekkeikan Introduced Sake in Self-Heating Cans to the Japanese