Question

Sultan Trucks Ltd.’ are the manufacturers of commercial trucks for the last 20 years. The company had been doing good business but recently due to irregular supply of parts by its suppliers, the company could not make timely delivery of trucks to the parties who had booked their trucks. The customers cancelled their bookings and there were very few new bookings. The sales : of the company started declining that resulted into losses. The management of the company analyzed the problem and decided to take over those two firms because of whom the problem arose, one of them was supplying types for its trucks and another axles to the company. The company also extended credit facilities to the customers and started booking the trucks without charging any booking amount. It also decided to employ 100 unemployed youth, with 50% reservation for females to take up the cleaning operations, using the imported machines, inside the factories as well as the surrounding areas.

1. Identify and state the concepts of ‘Enterprise Marketing and Growth Strategies’ discussed in the above paragraph.

2. Identify any one value which ‘Sultan Trucks Ltd.’ wants to communicate to the society.

Answer 1

The concept for enterprise marketing is sales promotion. Sales promotion is one level or type of marketing aimed either at the consumer or at the distribution channel (in the form of sales-incentives). It is used to introduce new product, clear out inventories, attract traffic, and to lift sales temporarily. The concept for growth strategy is acquisition. Acquisition are often made as part of a company’ growth strategy whereby it is more beneficial to take over an existing firm’ operations and niche compared to expanding on its own. Acquisitions are often paid in cash, the acquiring company’* stock or a combination of both. Values involed are Courtesy; fostering respect for differences; sensitivity to environment; good behaviour in human interaction; sharing, compassion, empathy; discipline; responsibility; respect for law and order; conflict resolution; team work; honesty and integrity.