Imperial Chemical Industries (ICI) Fibres wanted to increase sales of Terylene, a water and sun damage resistant polyester fiber, to the tarpaulin industry. However, Terylene had seen resistance from weaving mills in part because of a lack of familiarity. In this case students study the dynamics of the U.K. fiber industry, weaving mills, and the market for tarps in the trucking industry in order to recommend an optimal strategy for ICI Fibres to gain sales momentum for Terylene.

Case id: 090515