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MKTG 101 – Principles of Marketing
Group 6
Section 5
Professor Bruce Wilson
Case 24
Quality Cutting tools, Inc.
Group Case 2
Prepared by:
Vaccarezza, Andrew M
Jiang, Benson X
Longcrier, Emily N
Benson, Brooke E
Kalachik, Tatyana
Konkel, Meghanne B
Lay, Tiffanie N
Skinner, David
May 17, 2007
Table of Contents
EXECUTIVE SUMMARY 3
MAJOR RELEVANT ISSUES 3
COMPETITION 3
MARKET TRENDS 4
MARKET RESEARCH 4
MARKET MATURITY 4
WHOLESALERS 4
CENTRAL PROBLEM 5
IMPLICATIONS ARISING FROM THE PROBLEM 5
LOOSING MARKET 5
CUSTOMIZING PRODUCTS 5
SALESPEOPLE 6
ALTERNATIVE SOLUTIONS 6
CURRENT MARKET 6
CUSTOMER SERVICE 6
NEW WHOLESALERS 6
CHANGING STRATEGY 7
RECOMMENDED SOLUTION 7
Executive Summary
Quality Cutting Tools, Inc., (QCT) is a successful manufacturer of industrial cutting tools in an industry where every company is intensely devoted and competitive. The cutting tools provided by QCT have been labeled as top-quality product(s). QCT has been successful in the past when competing with OEM cutting tools along with imported foreign cutting tools.
Currently QCT uses National Mill Supplies, Inc. (NMS) as their main channel of distribution. NMS accounts for 90 percent of QCT’s sales. However, QCT and NMS are loosing sales due to a lack of product specializatio ...