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Caselet 1

The document describes a hypothetical situation where the account representative from Tata Motors received a call from the purchasing manager of Siemens HealthCare, a long-time customer. Siemens HealthCare wants to acquire 67 Tata Sumo station wagons for their sales force to use for demonstrations and sales presentations. The account representative must draft a proposal and presentation for the customer that answers what price-related items would be listed on the invoice and what additional value and benefits the customer could gain from using the 67 station wagons, as well as any additional costs they may incur.

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Shishir Gupta
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235 views1 page

Caselet 1

The document describes a hypothetical situation where the account representative from Tata Motors received a call from the purchasing manager of Siemens HealthCare, a long-time customer. Siemens HealthCare wants to acquire 67 Tata Sumo station wagons for their sales force to use for demonstrations and sales presentations. The account representative must draft a proposal and presentation for the customer that answers what price-related items would be listed on the invoice and what additional value and benefits the customer could gain from using the 67 station wagons, as well as any additional costs they may incur.

Uploaded by

Shishir Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Exercise #1 – Automobile Fleet Marketing*

Put yourself in the following hypothetical situation. Imagine that you are
an account representative from Tata Motors for a major automobile
dealership. Your job is to sell ‘fleets’ of automobiles and sustain close
working relationships with small to medium-sized firms. This morning,
you received a call from the purchasing manager of Siemens HealthCare,
a long time account. The customer’s firm would like to acquire 67 TATA
Sumo station wagons. The customer’s sales force will use the vehicles to
give demonstrations and sales presentations at their clients’ offices.
While drafting a proposal and devising a presentation for the customer,
you must answer the following questions:

1. What price-related items would you list on the customer’s invoice?


2. What value could you promise the customer in return?
 What benefits will the customer firm gain from using the 67
station wagons?
 What additional costs can the customer firm expect to incur
once it takes possession of the cars?

* Adapted from caselet prepared by Prof. Jim Anderson and Prof. Jim Narus

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