Abstract
The case describes the salient features of the fork lift truck (FLT) industry. Saptrishi has been losing several key orders to its competitor, Aquarius. A market research study finds out how FLTs are bought. The data should help in understanding the buyer behaviour, leading to a more effective segmentation and marketing strategy for Aquarius.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0192 |
| Title | Saptrishi Industrials |
| Pages | 7 |
| Published on | Jan 1, 1977 |
| Year of Event | 1977 |
| Authors | Khurana, Rakesh; Dholakia, Nikhilesh; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour, Strategic Management |
| Sector | Manufacturing |
| Country | India |
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