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Case
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Reference no. 580-012-1
Subject category: Marketing
Authors: Roy W Hill (Cranfield University); F Polhill (Cranfield University); R J Wooding (Cranfield University)
Published in: 1980

Abstract

MIL Limited is a small to medium sized manufacturer of agricultural equipment (mainly loaders) which is based in the West Midlands. The case outlines the problems facing the company regarding the sales and distribution of its products. Particular attention in part (A) is paid to the problems which arise due to changing demand, franchising arrangements between dealers and large manufacturers, growing inflation, difficulties of direct selling, and the lack of interest among small manufacturers in collaborative marketing. An appendix to part (A) gives a summary of the distribution process in the UK agricultural machinery industry. Part (B) is concerned with the use of TV advertising to boost sales of loaders and motivate dealers. The case can be used to discuss how a small manufacturing company can approach a market which is dispersed, service conscious and dominated by personal and franchise relationships.
Location:
Size:
Small, medium
Other setting(s):
1978-1979

About

Abstract

MIL Limited is a small to medium sized manufacturer of agricultural equipment (mainly loaders) which is based in the West Midlands. The case outlines the problems facing the company regarding the sales and distribution of its products. Particular attention in part (A) is paid to the problems which arise due to changing demand, franchising arrangements between dealers and large manufacturers, growing inflation, difficulties of direct selling, and the lack of interest among small manufacturers in collaborative marketing. An appendix to part (A) gives a summary of the distribution process in the UK agricultural machinery industry. Part (B) is concerned with the use of TV advertising to boost sales of loaders and motivate dealers. The case can be used to discuss how a small manufacturing company can approach a market which is dispersed, service conscious and dominated by personal and franchise relationships.

Settings

Location:
Size:
Small, medium
Other setting(s):
1978-1979

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