Details

Case

Educator Copy

United Foam Industries (Pvt) Ltd

Ehsan ul Haque


INDUSTRY : Foam

AREA : Marketing

ORGANIZATION : United Foam Industries Limited

LENGTH : 21

LUMS No : 04-2317-96-1

PUBLICATION YEAR : 1996

DESCRIPTION

KEYWORDS:

Foam Industries,United Foam,Marketing,Private,Limited


DESCRIPTION:

On July 5th, 1996, Mian Javaid Amir, Managing Director of United Foam Industries (Pvt) Ltd., (United), Lahore received a piece of depressing news. Following up on its recent threat, Diamond, the second largest competitor in the foam industry, had increased its discount to Diamond dealers by an additional ten percent. Javaid could easily imagine the reaction of his dealers to this news. Only three days back, he had a stormy meeting with his dealers who were up in arms because of lack of sales which in their opinion was due to the high United foam prices. Javaid wondered how would United survive the beginning of this apparent price war between Diamond and the market leader, Master.


LEARNING OBJECTIVES:

N/A


SUBJECTS COVERED:

Marketing