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Case
-
Reference no. 596-045-1
Subject category: Marketing
Authors: Roger Palmer
Published by: Cranfield School of Management
Published in: 1996
Length: 19 pages
Data source: Generalised experience

Abstract

This is the second of a two-case series (596-044-1 and 596-045-1). The case is based on the UK animal feed supply industry. Case (A) describes the industry and introduces the companies involved and their key employees. Case (B) provides an individual perspective for each of the key staff. A comprehensive teaching note provides a full analysis and teaching suggestions. The objective is to demonstrate the complexities and inter-relationships that exist within an industry and between its buyers and sellers. In case (A) students are asked to prepare an industry map of the relationships and discuss the strengths and weaknesses of each company. Case (B) illustrates the intra-company difficulties associated with strategy development by the Decision Making Unit. The outcome is to show that organisational buyers are not necessarily more ''rational'' than consumers, and that the different objectives of companies within an industry must be resolved by negotiation. This supports the role of those having customer contact.
Location:
Size:
Up to GBP200 million pa
Other setting(s):
Mid-1990s

About

Abstract

This is the second of a two-case series (596-044-1 and 596-045-1). The case is based on the UK animal feed supply industry. Case (A) describes the industry and introduces the companies involved and their key employees. Case (B) provides an individual perspective for each of the key staff. A comprehensive teaching note provides a full analysis and teaching suggestions. The objective is to demonstrate the complexities and inter-relationships that exist within an industry and between its buyers and sellers. In case (A) students are asked to prepare an industry map of the relationships and discuss the strengths and weaknesses of each company. Case (B) illustrates the intra-company difficulties associated with strategy development by the Decision Making Unit. The outcome is to show that organisational buyers are not necessarily more ''rational'' than consumers, and that the different objectives of companies within an industry must be resolved by negotiation. This supports the role of those having customer contact.

Settings

Location:
Size:
Up to GBP200 million pa
Other setting(s):
Mid-1990s

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