B. C Packers

260 Words2 Pages
QUESTION ONE: B.C Packers is marketing oriented company because of the following reasons: • They were much concerned about the achievement of their needs more than that of their customers. For example in the case, when Mr. Mclvor was deciding on the product class market, if any, B.C Packer should enter, he was much concerned with the product class that will maximize its profitability rather than the product class that will satisfy the needs of the customers. He went ahead to calculate the contribution margin for each product class. • The Management team assigned to embark on the survey in Canada didn’t get available time to carry out a direct consumer survey to gather a primary information from the consumers. Rather, the relied on secondary sources which may not be realistic at times to compile their own profile for the consumers. Meaning, the satisfaction of the consumers’ needs was not their priority. • B.C. Packers in making a decision whether to enter the market, contemplated on the amount to spend on the promoting and advertising their product during its introductory year. • Mr. Mclvor had tentatively decided to reinforce the company’s sales capacity in the industry by considering its either to use brokers or hire and training its own sales force. • In the conclusion part of the case, it was stated that, Mr. Mclvor, recognized that though there were many difficulties to overcome, he didn’t want o let such a profitable opportunity to slip away, and with these thoughts in mind he started to prepare the business

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