個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Laxmi Protein Products
內容大綱
This case describes a typical situation faced by any firm engaged in marketing a commodity. Laxmi Proteins processed and sold pigeon pea, called toor or tur in Hindi. The processed grain was known as toor dal and was an important source of protein in the predominantly vegetarian diet of Indians. With the ongoing economic boom and subsequent increase in household income, it was expected that expenditures on more wholesome diets would increase and with it the intake of pulses such as toor dal. Laxmi Proteins was on the verge of inaugurating a new processing plant that would double its capacity. The managing director was concerned about the effectiveness of the current marketing strategy to sell additional produce and asked the marketing directors to review the company’s marketing efforts and come up with alternatives.
學習目標
The aim of the case is to help students understand and appreciate:<ul><li>The intricacies involved in marketing a commodity compared to a product.</li><li>The limitations of a commodity processing and marketing firm in improving the sales of a convenience good.</li></ul>