Tega Industries. C, 1 /
Madan Mohanka, Managing Director of Tega Industries, a startup organization in India, was reviewing the marketing strategy and plan prepared by the marketing department for introducing new, improved wear-resistant rubber products for the first time in India, targeting mining and metal processing ind...
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| Main Authors: | , , |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
Indian Institute of Management, Ahmedabad,
2023.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | CONNECT |
| Summary: | Madan Mohanka, Managing Director of Tega Industries, a startup organization in India, was reviewing the marketing strategy and plan prepared by the marketing department for introducing new, improved wear-resistant rubber products for the first time in India, targeting mining and metal processing industries. Mohanka, an entrepreneur, had limited resources. Customers were geographically dispersed large corporations, mostly in the public sector. The case describes the products and the advantages they offered to customers; the potential market and likely demand; the customer segments based on their likelihood of buying products and business potential; and the current and the likely competition. It provides details of the objectives set by the entrepreneur and the marketing strategy for developing the market for achieving the objectives. The marketing plan in the case provides the details of: customer coverage strategy, pricing, promotions, marketing organization, and the marketing and promotion budget. Participants can be challenged to evaluate objectives, marketing strategy, marketing plan, pricing, promotion and marketing organization. |
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| Physical Description: | 1 online resource. |
| ISBN: | 9781071917732 : |
