Abstract
An industrial equipment marketing company which markets mining machinery to the coal mines decides to sell boots and uniforms for miners. The company perceives these products as consonant with the rest of its product mix on the ground that they will involve "industrial marketing" to the coal companies. After the company enters the boot and uniform market it finds that it has entered the consumer goods market.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0077 |
| Title | Shaft Equipment Company Limited |
| Pages | 5 |
| Published on | Jan 1, 1967 |
| Authors | Matthai, Ravi J; |
| Area | Marketing (MAR) |
| Discipline | Operations Management, Organizational Behaviour |
| Sector | Mining |
| Country | India |
| State | West Bengal |
My Cart
You have no items
in your shopping cart.