Lawn Care Case Study

590 Words3 Pages
THE LAWN CARE COMPANY “Chris, we make the highest quality grass seed and fertilizer in the world. Our brands are known everywhere!” stated Caroline Ebelhar, the vice-president of manufacturing for The Lawn Care Company. “Yah! But the customer doesn’t have a Ph.D in organic chemistry to know the difference between our grass seed and fertilizer compared to our competitors!’ We need to be in the lawn care application service business, not just be the manufacturer of super perfect products,” responded Chris Kilbourne, the vice-president of marketing, as he walked out of Ebelhar’s office. This ongoing debate among Lawn Care’s senior management team had not been resolved but the chief executive officer, Steven Marion, had been listening very closely. A major strategic decision would soon have to be made. The Lawn Care Company, a fertilizer and grass seed manufacturer, with sales of almost $1 billion, sold some of its products directly to parks and golf courses. Customer service in this goods producing company was historically very narrowly defined as providing “the right product to the right customer at the right time.” Once these goods were delivered to the customers’ premises and the customer signed the shipping documents, Lawn Care’s job was done. For many parks and golf course customers, a local subcontractor or the customers themselves applied the fertilizer and seed. These application personnel did the job incorrectly using inappropriate equipment and methods. The relationship between these non-lawn care application service personnel, The Lawn Care Company and the customer was also not always ideal. When the customer made claims because of damaged lawns, the question then became one of who was at fault? Did the quality of the physical product or the way it was applied caused the damage? Either way, the customers’ lawns were in poor shape, and in some cases the

More about Lawn Care Case Study

Open Document