Managing Business Marketing & Sales Case Questions CEIBS 2007

Class contribution Class contribution will be assessed based on quality and consistency of effort on a weekly basis. Attendance alone is not making a contribution. Each student can ascertain the adequacy of her/his contribution by occasional discussion with the instructor. However, careful self monitoring using the following criteria for effective classroom contribution may be useful: Do comments generate discussion, or do they tend to be ignored by others? Do others appear confused when the participant makes a point? Are others left with a "so what" feeling, or does the discussant reach a conclusion that is clearly understood and appreciated? Do comments develop on evidence from the assignment, or do they just relate what everyone already knows? Are participants able to clarify important aspects of previous comments and relate them to the problems and topics under discussion? Do comments distinguish among

Alto Chemicals (AR) 1.Please prepare the case and reflect on the following questions: 2.Kindly assess the market for stabilizers and determine the needs of the various customer segments. 3.What are the challenges of Alto and other stabilizer producers? How did they segment the market? 4.How has Alto manage to gain success in the stabilizer market? 5.In what significant way does is Graff’s approach differ from the exiting one? 6.What explains the sales force opposition to the new strategy? 7.What does Eberhart Graff propose, and what should he do now?

Husky Injection Molding Systems 1.How could the market for Injection Molding Equipment and Services be segmented? 2.What is Husky’s value proposition and market strategy? 3.Analyse the industry value chain and identify why Husky machines added so much value to their customers operations. How did they change the industry? 4.Why was the purchasing process for equipment such a complicated one? 5.What is Husky’s position in the BGC-Matrix in 1995 and 1998? How does it reflect the performance differences of the industry players? 6.Are Husky Injection Molding Systems worth the premium price the company charges? Compare a customer’s willingness to pay between Husky’s system and a competitor’s system. 7.What is Husky’s internationalization strategy and why are the competitors choosing another route? What is their competitive advantage? 8.What has caused Husky’s current difficulties? How should Robert Schad and the company respond?

DIPROD 1.Evaluate DIPROD’s purchasing objectives and the firm’s policies with respect to its suppliers. What would be your recommendation as to the possible change? Support your recommendation. 2.If you were Brent Miller, what would you decide with respect to the Hexonic contract award? Support your decision. 3.What are the key points that each supplier might make in support of its bid? Explain the Rationale for them

Big Account Management at Dell China 1.Describe Dell’s marketing efforts in China. How did they segment the market? 2.What is the structure of Dell sales management in China? 3.Evaluate the RAD tool: What option does it open up for the company and the sales team? 4.Apply the 4 step approach for another industry/company. 5.Can you recommend other ways for big account management?