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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 V
Konkel, Meghanne B
Lay, Tiffanie N
Skinner, David
May 17, 2007
TABLE OF CONTENTS
EXECUTIVE SUMMARY 3
COMPANY OVERVIEW 3
PROBLEMS AT QCT 3
SOLUTIONS 3
MAJOR RELEVANT ISSUES 4
COMPETITION 4
MARKET TRENDS 4
MARKET RESEARCH 4
MARKET MATURITY 4
WHOLESALERS 5
CENTRAL PROBLEM 5
IMPLICATIONS ARISING FROM THE PROBLEM 5
LOSING MARKET 5
CUSTOMIZING PRODUCTS 5
SALESPEOPLE 6
ALTERNATIVE SOLUTIONS 6
CURRENT MARKET 6
CUSTOMER SERVICE 6
NEW WHOLESALERS 7
CHANGING STRATEGY 7
RECOMMENDED SOLUTION 7
Executive Summary
Company Overview
Quality Cutting Tools, Inc. 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 products and QCT has been successful in the past when competing with OEM cutting tools as well as with imported foreign cutting tools.
Currently, QCT uses National Mill Supplies, Inc. (NMS) as their main cha ...