Case Scenario:
You have been offered a position as a marketing representative for A.A. Ranger, a business-to-business organization that provides maintenance supplies and equipment to organizations. Maintenance supplies are products ranging from toilet tissue, paper towels, sink stoppers, and soap to computer disks, cellophane tape, and paper clips. Equipment ranges from mop buckets to screw drivers, and wrenches. Ranger strives to be a “one-stop” provider: the print copy of the catalog is 950 pages in length.
The territory you would serve is located in south Texas, and extends from San Antonio to the Mexican border. Ranger places a high emphasis on customer service and satisfaction. A private, closely-held corporation, Ranger management is continuously concerned that the company is profitable to the extent that a sizable dividend (12% of net profit before taxes) can be provided to stockholders. Ranger has consistently paid a dividend for the past 124 quarters (31 years). Your performance evaluation will be based upon your ability to each year maintain the present sales volume and increase sales at least at a rate equal to inflation.
You are to analyze this situation, the challenges, and contingencies using the principles and concepts of economics, marketing, finance, and management. Also, you should consider the international aspects of this situation and develop at least one competitive strategy, based on Porter’s five forces, to be used as a competitive advantage.