Case Study2.doc - Arsi University College of Business and Economics Department of Logistics and Supply Chain Management Case Study No 2 Superb

Case Study2.doc - Arsi University College of Business and...

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Arsi University College of Business and Economics Department of Logistics and Supply Chain Management Case Study No. 2 Superb Automobiles, a Nasik-based heavy vehicle manufacturing company, designed, developed and produced a deluxe car which it called Satisfaction. This vehicle was meant for the elite of the Indian corporate world and other higher income group customers. For an Indian vehicle manufacturing company, Satisfaction was a bold venture. The company’s intention was to ‘take-on’ imported cars which were higher priced. Superb Automobiles had a market reputation. Hence, Satisfaction was well-received in the market without much initial fuss and skepticism. At the end of the first round of booking, a waiting period of average 5 years was estimated. These ‘waitings’ enriched the company’s coffers by Rs. 50 crores! But, when the first batch of Satisfaction hit the road, problems began cropping up. There was a steady flow of complaints regarding the performance and road-worthiness of Satisfaction. The
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