Details

Case

Educator Copy

Milkpak (A)

Ehsan ul Haque, Louis T Wells


INDUSTRY : Consumer Products

AREA : Business Policy

ORGANIZATION : Milkpak

LENGTH : 11

LUMS No : 08-022-87-1

PUBLICATION YEAR : 1987

DESCRIPTION

KEYWORDS:

Milkpak,Business Policy,Consumer Products,Dairy,Milk,Traditional Milk Distribution System


DESCRIPTION:

Ali group of companies had successfully test-marketed sterilized packaged milk in Lahore, where a traditional milk distribution system dominated. The Chairman had to decide whether or not to make a huge investment based on test marketing results. Issues discussed include market size, consumer behaviour and financial risk.


LEARNING OBJECTIVES:


SUBJECTS COVERED:

Business Policy