Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Introduction
Cloverleaf plc is an established UK-based supplier of bottling plant used in production
lines to transport and fill bottles. One of the main strengths the organisation has is their
technology. The technological benefit they have allows them to fill the bottles 10% quicker
than their competitors with equal accuracy. Therefore this will save customers a lot of time
and cost. Cloverleaf also discovered that their product was more reliable than any of their
competitors. In addition, customers would benefit from further cost saving as the product
was more reliable. Time wastage would be minimised for the buyer. This is a major
competitive advantage for Cloverleaf over their competitors. Having a superior product
than competitors should increase sales, if marketed and processed correctly.
Analysis
Cloverleaf failed expectations in the European market. With a potential 1000 customers
only three units had been sold in two years, sales were low. So why was this?
Cloverleaf invested in sending five employees to Europe to drive sales. These included
ones sales manager who was in charge of three sales people and a technical specialist. One
sales person was placed in France the other in Germany and the third around the Benelux
countries. The technical specialist was available to clear up any specific technical
questions with potential customers.
One particular deal that was unsuccessful was with Commercial S.A.
Commercial S.A. is a Marseille based bottling company, who produce a number of key
soft drink brands. They also have a reputation for technical excellence and innovation.
Commercial S.A. required a new bottling line as a result of their expansion. This seemed
