Case

Educator Copy

STEDEC : THE FAMVIC PROJECT

Ehsan ul Haque, Ghalib A. Sheikh

INDUSTRY :-

AREA :MARKETING

ORGANIZATION :-

LENGTH :17

LUMS No :04-2316-98-1

PUBLICATION YEAR : 1998

DESCRIPTION

ABSTRACT:

Mr Aziz A. Khan, Managing Director, Scientific and Technological Development Corporation, Lahore, Pakistan (STEDEC) wearily pushed his chair back and gazed thoughtfully in the air. He had just gone through a voluminous, 130-page report prepared by MBA students of a local university on FAMViC, a product marketed by STEDEC. Mr Khan was preparing for a presentation on the future marketing strategy of FAMViC to his Board of Directors. The meeting was scheduled for December 28, 1994, only a couple of days away. FAMViC’s student report, past sales records, correspondence with the distributors, and other documents covered almost all of the table. Mr Khan was wondering whether to position FAMViC back as an ethical product or continue it as an over-the-counter food supplement. The rest of the marketing plan depended on this decision. “Were we right to begin with?” he mused. “Or are we being impatient now? My Board has been pretty accommodating so far. But now they will ask tough questions. Our proposed strategy better be right this time.”