Case 1: Columbia Industries

846 Words Sep 28th, 2012 4 Pages
case 1: Columbia industries

1.Who are the key members of the buying center at Columbia industries, and who will most likely have the most influence on the purchase decision.

It was Mr. West who was charged with the responsibility of searching for seven new lift trucks which were going to be best suited for the company. This process had to however pass through the purchasing agents who were required to examine all of the qualifications who finally settled on just five brands. The quotation to be considered was from Yale company one which had previously been liked by CI as they served them very well. Also considered were Komatsu and caterpillar, Inc proposals. These last two proposals were presented to Mr. West by the sales person who
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Mr. West was more interested with the brand from Toyota and he finally succeeded to meet with their salesman later on. Though the salesman was not able to get the kind of lift that Mr. West had initially requested, he managed to send one which was close to the specifications that had been given. The trucks from Toyota were easy to handle though their capability to lift the pipes could note be tested since the pipes only expanded for 112 inches and not for 260 inches as required.

4.What roles are being played by each member of the buying center for this product?

There were several steps that had to be completed before the lifts could be bought and everyone involved had a specific plan. Following the successful presentations from different sales person, Ms. Ogrosky and Mr. West had a meeting where they reviewed all the features from the different kind of lift trucks that had been presented to them. After a thorough review, they then met on September 3 so as to be able to come up with a final decision as to which was the best model that they were going to recommend to Mr. Debre. Mr. Debre had not had some experience of using some of the trucks that were presented and Ms. Ogrosky together with Mr. West had to therefore prepare a very convincing presentation for him to consider any other company that they have not had business relations with before.

5.Which forklift company did the best job of identifying the key member of the buying center and developing

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