Business strategy & policy

Lander, Ltd.

Implementation of the marketing concept in a production-oriented firm.
Content

Introduction…………………………………….….3

Lander Ltd issues………………………………….4

Analysis of the structure’s modification………4

Alternatives…………………………………...……6

Conclusion………………………………………....8

Introduction

For the Lander Ltd it’s important to understand first when during 1927 to now, the company made some majors decisions for the future for the company:
In 1927, Lander was weaving cotton cloth. In 1940, the company needed some money for the expansion and subscribed to a new required capital.
After the Second World War, during the economic boom, Lander was growing and was already expanded (after the capital requirement in 1940), so they could easily produce and sell more than the competitors because of the new machines.
During the early 1950’s the Lander Ltd widened the scope of the company’s activities through both backward and forward integration. The entire production cycle was done by Lander Ltd.
The situation of Lander Ltd is today as follow:
Lander Ltd sells the products through a network of 46 independent distributors. Another group of customers consisted of some 72 large garment manufacturers who were directly served from the company’s plant.
They are not losing money but they are not also making some big wins. In the 1970’s Lander Ltd was at the maturity stage. Now Mr. Lander should do something to re-launch the company.

Lander Ltd issues Mr. Lander’s friend told him that he had no marketing organization and that its product line was made up largely by designers and color experts who had very little contact with the housewives or male consumers who ultimately purchased the fabrics in one form or another produced by the company. Lander Ltd had also no marketing research department, did no consumer advertising and