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Ajanta Packaging: Key Account Management
內容大綱
In the fall of 2017, Ajanta Packaging (Ajanta) was among the fastest growing glass bottle-packaging companies in India. Although the company had a large buyer base of 1,700 customers, it still earned around 50 per cent of its business from 10 key accounts, including its biggest buyer, S.F. Foods (SF), which accounted for 15 per cent of Ajanta’s revenue. The position of privilege enjoyed by SF became a cause of concern for a director at Ajanta because of the client’s unrealistic demands. After a $25 million order from SF with a profit margin of less than 7 per cent, a payment period of 60 days, and a very short turnaround time, the director was forced to review his relationship with his company’s biggest client, and to decide whether to accept the order on SF’s terms, or renegotiate the price, payment terms, and delivery schedule to benefit Ajanta.
學習目標
This case is designed for an MBA marketing course in a segment on key account management, or for a sales management course to analyze different issues that arise in business-to-business selling. It can also be used in a customer relationship management course. The case gives students an opportunity to understand the concept and various strategies of key account management in business-to-business selling, and the importance of the following:<ul><li>Customer relationship management strategies</li><li>Customer acquisition, retention, and loyalty</li><li>Customer segmentation using customer pyramids</li></ul>