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Cloverleaf plc.

Presented by

Vishakh.S

Gokul Ram

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Introduction to Cloverleafplc

UKbased supplier of bottlin! plant.

"#o years a!o it opened an overseassales o$ce.

%ver &''' or!ani(ation in thosecountries

that had bottlin! facilities. )i!h e*pectation of sales but less

sales.

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+dvanta!es of their product,

&' per cent speed advanta!e overthe nearest competition #ith e-ualllin! accuracy.

Cloverleaf/s marketin! strate!y,

hi!h -uality0 hi!h price competitivepositionin!.

Salespeople #ere told to stress thehi!her speed and enhancedreliability.

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Sellin! team consists of,

Sales mana!er.

"hree sales people.

"echnical specialist.

1uyin! institutions consists of,

Production mana!er

Production en!ineer

Purchasin! o$cer"echnical director.

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Introduction to Case

2ohn Goodman received a call from 3r4eblanc0 the technical director of CommercialS.+.0 to kno# about the bottlin! plant.

March 7Called on 3r 4eblanc #ho told that

Commercial S.+. had decided to purchase ane# bottlin!

March 8Visited 5. +rtois #ho sho#ed him the

specications that he had dra#n up.

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March 11

Visited 3r 4eblanc

#hy they should buy from us

)e su!!ested him contact 5. 1ernard0 the purchasin! mana!er.

Got appointment to see him in t#o days/ time.

March 13

Called on 5. 1ernard and discussed the technical features ofthe system #ith him.

+sked about price.

March 15Visited 3r 4eblanc #ho said a decision #as bein! made #ithin a

month.

+sked him about price

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March 20

Sa# 5. 1ernard.

)e told him our price #as 6 &.&m. )e replied that a keycompetitor had -uoted less than 6 &m.

March 21)ad a meetin! #ith 5ike 1ull sales mana!er to discuss

tactics.

)e told 2ohn to reduce the price by 6 7'0''' to satisfy 5.1ernard/s e!o.

March 25"old 5. 1ernard of our ne# -uotation.

)e said he still did not understand #hy #e could not

match the competition on price

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March 30

Visited 3r 4eblanc0 #ho said a meetin! had been arran!ed for +pril&8 to make the nal decision

but that our price of 6 &.'7m #as too hi!h for the likes of 5.1ernard.

April 4

)astily arran!ed a meetin! #ith 5ike 1ull to discuss the situation.

"old him about 3r 4eblanc/s

concern that 5. 1ernard thou!ht our price #as too hi!h.

April 5

"ook our nal o9er to 5. 1ernard.

)e said he #ould let me kno# as soon as a decision

)e stressed that the decision #as not his alone: several otherpeople #ere involved.

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April 16

Received a letter from 5. 1ernardstatin! that the order had beenplaced #ith )ofstead Gm.

)e thanked 2ohn for the #ork I hadput into the bid made by Cloverleafplc.

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;hat ;ent ;ron!o# ?decider role.

"he production en!ineer 5 +rtois technical specications of productin>uencer position.

"he purchasin! o$cer 5 1ernard nancial aspects of the purchase ?1uyer role0 this is a po#erful position in the 35U as he can ne!otiateprices0 and ultimately decide if the order is value for money.

"echnical 3irector ? responsible for technical issues @inal decisionmaker

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Thank You

HAPPYNEWYEAR