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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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10

Industrial Buying ProcessCase Study of ULMC

BACKGROUND

The Universal Luggage Manufacturing Company (ULMC) is a reputed manufacturer of integrated plastic moulded luggage in India. Its product range includes a variety of briefcases and suitcases. Its total turnover in 2006–07 was INR 650 million (the company follows the April-March accounting year). The 2006–07 turnover was achieved through sales to the Canteen Stores Department (CSD) amounting to Rs. 150 million; export of a small consignment of luggage to markets in Africa and the Middle East amounting to Rs. 50 million; and the rest from retail trade all over India. The sales trends were stable and the mix between the different channels of business did not change much over the years. ...

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