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-56 ttq-017_ -13-l LTTMS ( 04-1003-93 I SIIAI(AIICANJ N,llLLS LIMITED:'rl-tE SUGn l( CUBE PROJT,Ct'(n ) Shahicl Clrak-ror Alvi, Marketing Manager at Shakarganj Mills Limirecl, Jhang, decicled to have a one last look at the two market research proposals lying orr his desk. it was June 4, 1993, late in the evening, and Shahicl had alreacly spent tlle better part of )ris rveel<encl eva luati ng tlre proposa ls. I le wanted to presen t a wa tertight recommencla tion to his CEO, M r. Altaf Saleem. Mr. Saleem, orr lris parl, lracl prornised the two research agencies that;r clc,cisicrrr trr hire r:itlrr:r of therr ra,cluld reach thern by )une7,1993. lrclr t]re last tur() ycars, Shalrid hacl lreen wor)<ing orr the vialrility of rc-irrtroclucirrll S)rakar6iarrj suglr rrrrhcs irr llrc rrrarl<cl. 'flre Iailtrrc of alr r,rirrlicr att['r)Ipt rrrrrt]c llrr,'selecLiclrr of the right nlarkelirrg clec'isions espccially inlp()rtant lhis time. 'l'lre lwo propoi;nls, one [rol.]r Marketing Deci:;ions Inc., ancl tho other from A. l). Consultants, outlinecl rnarketin6i researclr activities that thesc agencies rvurc' proposing to assess the expectecl rnarket demand of Shakarganj sugar cubes. ln arlditior-r, a Iot of other inforrnation, useful for decisions regarcling, th€-{*#k+r*+g r}}}x+rl +: new prorlLrct, was also beirrg, ga therccl. 'f he proprosals, however, were cluite r:iifierent in th('ir s(ope ol rvorl<, lnctlrodLr l()g y, an(l researclr (1.)s15. COMPAN Y I}N (]K(; ITOUN T) Slrakarii;rr jL4 il ls l-irr r ilecl (SM I-) u;as incorporatecl as a 1-.ul: ic lirliled coruprany in19fi7. The rnain pulprosc oI SML was t(, set up a refinecl wlrite sugar rnanu [aclrrrirlg l]lant irr Pun jalr. Various ecorrorn ic a rrtl political circu nrs tances dela yeLl t ho proiect a t1( l the cr)rnpa n y cotrr nrenceci operal.iolrs firrally irr .1974 with a productiorl capacity of 23,000 nletric tons;.1 L One rnetric torr ir crlual t0 lW kil0;,,r';rrrrs 'l-lris cast, was written by Associate I'rolessor Ehsarrr-rl I'laque at the Lahttre Busitress School, as a basis fr>r class <iiscussiorr rather tlrarr to illr-tstlale either efiective or ineffectivc , handling o( arr adlninistratiorr situation. 'Ihis case may not be quoterl, Photocopied or' reprocluced b1, t1r11, 11"^,., without the priclr writtetr consent oI thc Lahore Uuiversity tlf N4 anagernen t Scir:nces. ( ) I9 )3 l-alrore [.jnivc|sity oi N4alrag,t-.tnr:rr[ licittrr(cs ." "' I a ( (i

The Sugar Cube Project

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