White House Industries: A Customer Selection Conundrum
商品編號：W25427
出版日期：2021/12/08
再版日期：2021/12/08
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Field)
涵蓋議題：B2B customer selection;dynamic capacity allocation;non-monotonic pricing;customer lifetime value;business strategy;marketing strategy
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：India
產業：Manufacturing;
事件年度：2020
In December 2020, White House Industries (White House), a manufacturer of aerosol aluminum cans for deodorants and other consumer products, including sanitizers and pain relief sprays, received customer order forecasts of 30 per cent more than its maximum production capacity. Unless White House invested in a third production line, which represented a significant capital investment and required almost a year’s lead time, it would be unable to fulfil several customer orders with its existing manufacturing lines. Some customers had long-term relationships with White House, some were newly acquired, and some had a global-level tie-up with White House’s parent company. In addition, the demand from some customers was already large, while others had immense future potential. White House’s board and management team had different views regarding which customers the company should retain and which it should decline. This customer selection issue was a pressing and challenging problem that needed to be solved immediately. How should White House resolve its customer selection conundrum?
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