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Case study Phillips Company

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
Sales & Distribution Management Marks:100



 !
" #$
%& '()* +,
(- $.+'$( / !
 !
 !"  "!#$# %& &!#!#!'"#
 "'(# %) (!#!*'!%* !%+#$# %"
!#(*"!* " !&! !#!!! & !$##+#
%& !!,%$# &#,(*"!*(  !( $##
-./0+*!%!#%#*  1 "2344 &! !* !
*  !#*(#*!!#&+&,* *,*'' !!*  " !
& 5*! % *! " -3 ! -6 ! " $# )  +  *'' & (
* ! ,*!%!#7*'' ,*(#!"!#%!+&!#&#!#
!# &!& *!"(" !&! &!'
("!#$# %  *" !&!  *(( !!!(!
!#! !#% 1 !# ,*%( 8!*  '' " ! *'!%  !%
 ,+!# 9" , *!  #(%& !*!!#
*%+
# #(% !*!!:*!&#!* ! !'* ! %!#*(#!"!#
$# %+!#!& &*!&!#;*',*%(  ! 
"!*'' +# *! !#!& !!!#1*'<!,&!
!  ! ! #+  ( $# ) (( 9 & ! #(#%= *! 5*!% 
&9 # &   (+ & *, "  ! !#*(#! " $#
!% !'%+#%&!%*&"$# )1! #' 
%&*!! +
# #(>'!*!!#* "*"',*!!#$# %!
9!+  & %   != !#!     ' #   ' &
!! !# ,*%( +#,*%(  ,!%& &%    "*! ,%
???++@ABC+@A$("

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
Sales & Distribution Management Marks:100
$# +%"!%(("!# !&(#!,*# +%
$#   &!!&",*!!#! "&*!! &*
,,%'!(!,,! &!#5* ' +
!& ,* !!#!$# )*' !# #"!%!9
!'*'!%* ! &"#( !9(!#%! *! +!#
#!, !,9&!#*' , $# *! +!!# !
 (!,!&!#' (  !! !#&!(,*!#((
!#(+ !'"!#' (!!*&!#!& ,# !#!
*,*  !%7!%+D !!#%(#!'  !(! !#$#  !%+
 !#% * *# !  *,!%( ,9'(  &  '*%
*'' !&!#"'   +) *(( !# !!&!#
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 #+#!#  !E*9 !' !%! ! !#:+D#! 
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NOTE: ATTEND ANY THREE CASE STUDIES ALL CASE STUDIES CARRY EQUAL MARKS CASE 1: Phillips Company CASE 2: Diamond Pump CASE 3: Central CATV, Inc. CASE 4: Driskill Manufacturing Company CASE 1: Phillips Company Sam McDonald, vice-president of sales of the Phillips Company, was concerned with the potential of his sales force in correcting his company's image in the electric utility industry. The Phillips Company, one of the leading manufacturers of steam power plants in the United States, was located in Philadelphia. The company was started by Aaron Phillips, who began manufacturing small steam engines in Philadelphia in 1846. Currently the company had annual sales in excess of $200 million and sold power plants to industrial users throughout the world. McDonald was concerned because public utilities, important users of steam power equipment, only accounted for 12 to 15 percent of Phillips' sales. Some utilities were good customers, but many other major utilities never bought from the company at all. Concerned with whether this low acceptance was a result of a poor image of steam power plants as a power alternative or a poor image of the Phillips Company as a source of steam power plants, McDonald suggested to top management that they explore the buying attitudes and motivation of electric utility companies as completely as possible. To remove the risk of personal bias, an outside research agency was called in to conduct the survey. The research agency set out to find out wh ...
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