Case Studies in Marketing

Frontmatter

1. Southern Pumps: A Public Tender

Abstract

Southern Pumps Ltd are tendering for a borehole pump contract to the South Coast Water Board. Until recently their only competitors would have been other British pump makers, whose list prices are all very similar.

Charles Dunn

2. Dry Cells by the Million

Abstract

The newly appointed Marketing Manager is given the task of achieving a fourfold increase in sales over a period of five years.

Charles Dunn

3. The Alterwater Company: Selling to the U.S.A.

Abstract

A British manufacturer of water softeners has had such a success in the U.S.A. with a new design of a household unit that this has aroused American competitors, who are now putting heavy pressure on the Britisher’s distributors.

Charles Dunn

4. BIMCO: A Licence to Manufacture

Abstract

This case starts with a letter from McDuff & Company, machinery importers in New Zealand, to BIMCO; a British electric motor manufacturer recently acquired by a large industrial holding company, suggesting that BIMCO grant a licence to enable manufacture to take place in New Zealand.

Charles Dunn

5. Coldslip: Representation Overseas

Abstract

A British manufacturer in the mechanical engineering field has the exclusive selling rights in the U.K. and Western Europe of an American plastic bearing material.

Charles Dunn

6. The Family Dinghy for the Mass Mariner

Abstract

A builder of inflatable boats has produced the prototype of a dinghy that provides the excitement of a sailing catamaran with the utility of a load-carrying rowing dinghy.

Charles Dunn

Backmatter