Big Budget for Fancy Marketing - Management Assignment Help

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"I don't know—I think we'dhave a riot on our hands if we tried to take customers away." He frowned as he contemplated the consequences. "But our costs have risen and our sales haven't. I don't think we'll make money this year. lf we don't find less expensive ways to sell, we'll be out of business before too long." Her dad stared at her earnestly "Look, this isn't Coca-Cola. We dont have their big budget for fancy marketing, and selling to people is a whole lot different than selling to companies." 1. What type of products does Friar make and sell? (Note: The type isn't "boxes" or "cas..") 2. What type of customers do they have? 3. What characteristics of the Friar Casing market are different from those faced by Coca-Cola, and how would that affect how Friar markets? 
Case 1.2 Dan Li Manufacturing Dan "Gracie" Li, after a brief stint with Procter & Gamble (P&G) in the United States, returned to China and started her own manufacturing company. Her first customer was her old employer, who wanted lower-cost rubber and plastic products used in manufac-turing machinery. Li began by doing the engineering design, then working with manu-facturers in China to source the products. Now she employs three design engineers and five procurement specialists, in addition to the usual office staff. Rather than design, she now focus. her attention almost ex-clusively on generating sales and running the overall company. One challenge, though, is that these contract manufacturers want to do long pro-duction runs, whereas customers don't want to take delivery and store products. They want to receive the products as they need them. Li believes it may be time to get a ware-house in the United States so she is looking in the state of Washington. "I think you'll find this space in Seattle to be your best bet." said Wes Tiffin, a real es-tate agent. "I realize a five-year lease may seem like a long time, but the price is right and it gives you room to grow in the future." "I don't know, Wes," replied Li. "Two years ago, we sold twice what we sold last year. I think we can sell more if we can shorten delivery times by holding inventory. in the states, but it worries me that sales jump around so much. This year could be three times last year but then next year could be down again. Can we get a short-term lease?" 1. What would cause such wide swings in Li's sales? 2. How can Li stabilize sales? What other aspects of the business arc affected by these wide swings? 
Carr, Jon C., and Tara Bumthorne Lopez. "Examining Market Orientation as Both Culture and Conduct: Modeling the Relationships between Market Orientation and Employee Responses." Journal of Marketing Theory & Practice 15 (2007), pp. 113-26. Gebaucr, Heiko, Chunzhi Wang, Bernold Beckenham, and Regine Krernpl. "Business-to-Business Marketing as a Key Factor for Increasing Service Revenue in China." 10107141 Of Mainers & Industrial Marketing 22 (2007), pp. 126-41. 
 

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