MGT301 Assignment 1 Spring 2012

SEMESTER Spring 2012
Principles of Marketing (MGT301)
Assignment No. 1
Due Date: 12 April, 2012	Marks: 20
Assignment:
Haji Abdul Kareem was the founder of Haji Group of Enterprises. He owned many textiles mills. He established his first mill in 1956. Gradually he increased the number of mills and established a group of enterprises. He had to struggle a lot; as a result he achieved his objectives and set the tremendous examples for the industry. His entrepreneurial skills managed all the activities efficiently and effectively. He was the sole proprietor and never issued a single share in open market. He had dying, stitching and other textile related units for manufacturing. He had very good supply chain management system for exports of cloths to USA, Europe and Middle East. Nationalization was very crucial era for his business but he successfully maintained his business in that era. He had four sons who were also engaged in the business and continuously worked with their father. In 2001, suddenly he died and left behind a big gap in his business. His sons had tried to manage the business as per their father’s philosophy but they had to face another dilemma which was the global recession. They had to face high production cost along with low margins. As a result, the business gradually started declining. This was a shocking point for this family who had never faced loss and such type of hurdles in the presence of their father’s management. To face this challenge and maintain their business, For this purpose, all four brothers they had had decided to hire a consultant who could evaluate the reasons of decline and suggest them viable strategy for the future. Mr. Mohsin was a famous business consultant and they requested him for his services. In the first step, Mr. Mohsin called upon a joint meeting of the directors (all four brothers) to identify their existing capacities and areas of intensions. In a six6 hour’s session, Mr. Mohsin tried to explore the inner feelings and intentions of the directors by using different analytical techniques. When the session ended, Mr. Mohsin came up with the following results: 1. Jamal, the eldest one has more interest in production, efficiency in production, operation management and more inclined towards mass production. He wants to invest his full capacities to bring efficiency in mass production. 2. Babur, second son of Haji Abdul Kareem has concern in new product development. His interest is to focus on adding new features in the products. He is also interested to come up with new creative products rather than only relying on the existing. As he had experience in quality enhancement, he talked more about product enrichment and quality related issues. Regardless the market demand and customer’s priority, he always focuses on product and its features. 3. Tauqeer, third son of Haji Abdul Kareem has more intentions in selling the products. He tries to sale as much products as he can to every customer without even thinking that the product which he is selling to a customer might not be suitable to that customer.. He follows the selling trends in the market and is always keen to find out the potential customers for their products

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