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Selected Case

published: 21 Apr 2017

  • Topic: Marketing
  • Industry: Injection molding machinery (capital goods)
  • Region: Asia

Akita, a global manufacturer of injection-molding machines and provider of associated services, lost the sale of a large machine of over 5,000 tons to Fortune Precise Plastic Technology (FPPT) in China. Worth RMB 10 million ($1.2 million), it had seemed a perfect opportunity to help Akita expand into larger, more sophisticated production systems in China and create momentum for Akita Performance Solutions (APS), its newly created sales organization. The case describes the steps taken over several months by sales engineer Kwong Hua, from the first contact with the customer to the news that FPPT had decided to order a less advanced machine from a domestic competitor.

Pedagogical Objectives:
This case highlights the importance of customer-focused marketing in creating profitable value. It highlights key concepts related to the decision-making process in a B2B context and examines the role of the sales force and sales organization in creating value for the customer.

Decision-Making Process and Unit, Value Selling, Sales Force Control System, Business Model Innovation