Subject : Marketing management

Case study Submitted by BABASAB PATIL

FACTS

Satish sehajpal was specialized in catering who has 20 years work experience in air force.

After his father death he return back his native place Hyderabad. Satish was searching for good occupation. He observed advertisement that is sale of meat processing plant and slaughter house.

That plant name is M/s Bindu & Gautam. The company earning profit from the time it started.

Satish sehajpal could ready to spend to buy a plant The deal went thoroughly, quickly & he was happy because of being an industrialist.

CONT

Satish Slowly start to understanding what are the problems in that

company.

Other Asian & African countries are entering the most market of the middle East.

His three of managers Jyoti ,samir, Dastidar who are belongs to

finance, production marketing respectively, they are approached

one day satish.

Dastidar suggested that M/s Bindu & Gautam company should look at the growing domestic market.

Cont

Satish felt that the local meat market was too wide to be covered at ones it will turn to luck. The directions

of directions of sehajpal, the detailed study conducted

by dastidar.

After collecting the details he suggested that initially M/s Bindu & Gautama Should concentrate on selling their product in the states of Maharashtra & Andhra

Pradesh.

Problems

The problem was most difficult area of working was Kickbacks, speed money, tips etc

Secondly there was the problem of purchasing proper inputs and

organizing timely transportation.

Third & most important was quality control. Arrangements of non accepted consignment or those returned from abroad or not sent there at the least moment was a real

problem.

The products which are exporting being reduced or orders being cancelled sometimes.

And competition of Asia and African countries had been viewing the meat markets in the middle east.

core problem

And actual the problem was after deciding to do business in domestic market. And choose segment of market for their product.

Alternatives solutions

Upper segment of the market where the customer are willing to pay additional prices of high quality and packed meat. This segment would like fat free. Institutional sale to hotels, restaurants, hospitals, hostels it to take up the whole attention to increased not only the output but a portion of the meat being exported. To sale the product to middle level bazaar it require.

Evaluation of alternatives
Upper segment Market Advantage This meat is contain fat free. High quality Low investment. Time saving This segment could consume all the additional production being planned.

Disadvantage: Customer have to pay additional price. This product is not suitable for domestic market. The little chances for returning the consignment.

Institutional of sales
Advantages: Bulk sale. Lower prices Not much advertising would be needed. Disadvantages: Change in bulk of packaging. Here the product have to be changed to suit Indian cuisine. So time is consuming here.

Middle level bazaar

Advantages Low price may increase the size of market. Whole market will be covered.

Disadvantages More time required. More Advertisement expenses. High cost of production.

justification
Here we selected second alternative because Institutional markets are characterized by low budgets and captive patrons. Here zero level distribution channel is adapting, Manufacturer Customers It absorbs not only the increased output but a substantial portion of the meat being exported.

Cont..

Bulk packaging, it helps to reduce the cost of packaging. Not much advertise would be needed.

conclusion

Based on evaluation of all alternatives we came to know the institutional segment is more suitable for the M/s Bindu & Gautama's company.