Case

Educator Copy

MILKPAK - THE KARACHI DILEMMA

Wasim Azhar, Nudah Hassan

INDUSTRY :DAIRY

AREA :MARKETING

ORGANIZATION :-

LENGTH :22

LUMS No :04-567-89-1

PUBLICATION YEAR : 1989

DESCRIPTION

ABSTRACT:

In the face of dismal sales in Karachi, the Marketing Manager at Milkpak had to devise a plan for the next year. The case addresses the crucial issue of whether the company should go into aggressive advertising by attacking their key rivals: the powdered milk producers or not. Students have to consider the counter productive effects of such a strategy in case of retaliation, and then make recommendations.