MBA students and participants of MDPs.
It involves marketing of air compressors in particular and industrial equipment in general. It tries to analyse strategies on the framework of market leader strategies to facilitate growth in a challenging business environment in view of the strengths and weaknesses of the firm. It aims to identify the organizational and business model changes that may be required to be implemented in transforming a firm from a marketer of capital goods to a marketer of projects.
Expected learning outcomes
To help students/participants evaluate and select marketing strategies for a market leader under challenging business environments as well as identify important organizational and business model changes involved in transition of any firm from selling products to selling projects.
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CSS 8: Marketing.
The author thanks Ingersoll Rand India Limited, for permitting him to use the data given in its Annual Report 2015-2016 for writing this case.
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