Details

Case

Educator Copy

Milkpak - The Karachi Market

Naveed Hasan, Wasim Azhar


INDUSTRY : Dairy Products

AREA : Marketing

ORGANIZATION : Milkpak

LENGTH : 13

LUMS No : 04-566-89-1

PUBLICATION YEAR : 1989

DESCRIPTION

KEYWORDS:

Milkpak,Karachi,Dilemma,Marketing,Dairy,Advertising,Location,Powdered Milk,Competition,Rivals


DESCRIPTION:

This case enables students to evaluate the methodology of a consumer survey, to analyse tabulated survey results and to develop a marketing plan based on information gathered from consumer research. The case is to be used in a marketing research course.


LEARNING OBJECTIVES:

1) Provide students an opportunity to evaluate the methodology of a consumer survey. 2) To enable students to analyze tabulated survey results in order to extract information from the market research data. 3) To show how research can assist in understanding consumer behaviour and market conditions. 4) To give students practice in developing a market plan on information gathered from consumer research. 5) To see the sensitivity/insensitivity to the difference in market conditions and consumer profiles etc. 6) To show the existence of market segments that has different priorities for various product attributes. 7) To shwo the importance of consistency in various elements in marketing planning. 8) To give students the opportunity to critically evaluate management objectives, goals and actions.


SUBJECTS COVERED:

Marketing