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CASE STUDY - I

Submitted by
Amol C. Ghodpage [ TM1110161 ] ; Vivek Saraf [ TM1110160 ] ; Vicky D. Deshmukh [ TM1110156 ]; Priyadarshan Patel [ TM1110163 ] ; Rohan Torase [ TM1110273 ] ; Anurag Singh [TM1110130 ]

Elephantine Electronics Company Limited

The Engineering Manager of this company one day conceived of a new computer terminal which can do everything except peeling potatoes. A slight exagration perhaps but a concept was widely applicable and broadly compatible device. He met the firms general manager and he would easily convince him of the merits of the idea and product development was vigorously undertaken. Since the general manager was also a engineer the process was much simpler.

When the prototype was ready and was functionally proven. A production line was set up and manufacturing was undertaken. Since, the firm would produce 500 units a month, it was taken as a sales target. At this point of time the sales manager and its force team was called in for the product demonstration. When the product was demonstrated, the sales people were asked to go and sell it.

The sales force went very enthusiastically into the market, but 6 months later came back to the general manager and express their inability to sell in any quality approaching the target value of 500. After firing the sales manager the general manager and the engineer manager discussed with each other about the incompetence of the sales figure who could not sell a product that is very good and no other competitor had. It is very unfortunate for the elephantine, when the product design was eventually sold to whiz bank computer company, it was a roaring company.

ANS : No, Elephantine is not unlucky Because it entered in Market without Market research and study.

ANS : Not aware of Customer needs Entered without Market research Not taken feedback from customer Improper communication between organization

ANS : they studied the market and customer requirement Modified and Redesigned the product Selected attractive target market Taken feedback from customers for further improvement

ANS :no Fired sales manager instead of knowing reason of failure

ANS : do market research before launching any product Follow the Marketing concept instead of Product concept If any Failure, find out reason

ANS : Proper market research , Good communication within the Organization , Feedback from the customers make the product Successful

ANS : Yes Sales manager not doing work in a proper way Not focused 2)Not competent enough Because not achieved the target

ANS :Yes , General manager should receive firing Improper strategy Lack of Market Research Improper communication and coordination in the Organization.

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