Columbia Industries
Case number:
A12-00-0014
Abstract
Columbia Industries, a medium-size manufacturer of couplings for construction applications located in British Columbia, Canada, is considering the acquisition of seven new forklifts. The company key operation managers will be meeting shortly to study the proposals presented by five qualified suppliers, and will be making a final recommendation to the company general manager.
Teaching
The objective of this case is to examine in detail the purchasing process of a piece of capital equipment, develop a framework for analyzing the different dimensions of the purchasing decision process. To demonstrate the particular responsibilities and attributions of both the marketing and the sales functions in the development of effective market strategies and to familiarize students with the essential elements that characterize industrial and business-to-business marketing (as opposed to consumer products marketing).
Case number:
A12-00-0014
Subject:
Marketing
Year:
Setting:
Canada
Length:
6 pages
Source:
Library