Safe Blend Fracturing Harvard Case Solution & Analysis

Introduction:
This case is mainly dealing with a well-known startup company with the brand name Safe Blend Technologies which came into existence in the year 1998 by the efforts of two young owners, one of them was the chemical engineer by profession named Sarah Winter and another one was by profession an entrepreneur named as Sam Dudley, who was mainly focusing on technology which follows green environment rules.
They tried to develop their business in such a way so that it follows very eco-friendly environmental conditions. It consists of the alternatives which are chemical free and try to avoid toxic and unnecessary materials from the manufacturing and agricultural industry.The company was performing well and growing rapidly but due to the recession in the year 2008, company’s sales started to decline rapidly which eventually reduced the earnings of the company.
To get rid of this reduction in revenues’ issue, thecompany planned to expand into the innovative product named as Hydraulic Fracturing, which is based on the latest green technology containing no any chemicals, which may harm the environment. Moreover, thecompany was striving to sell its innovative product to its customers and used the different strategies in marketing its product which is mentioned in the later parts of this report separately.
Qualitative Analysis:
The performance of the company’s products was evaluated by Dudley and the Sales’ vice president and the introduction of new production and its potential market by evaluating its customer base.
Customer Analysis:
Key customers and purchase decision:
Key customers of the Safe Blend Fracturing Company are the major three companies, who are dealing in Shale Gas. It consists of the BNG, AOG and Kettle. The purchase decisions from the customers are made after going through the lengthy process.

Safe Blend Fracturing Harvard Case Solution & Analysis

The purchase decision involves the sample distribution by Safe Blend Company who require the potential suppliers to provide necessary information to the sourcing department of BNG and a formal proposal request is generated, which consists of evaluation of performance and the follow up at different stages because, it takes a lot of time in making decision for the purchase of a new product. The similar type of purchase behaviour is shown by the other customers too.
The purchase decision needs a detailed evaluation of the problem with the existing products in the market and need of an innovative product which would result in the need recognition of the chemical free product requirement. Moreover, the information will be gathered by the executives after looking at the information from different sources.
The customers look at all the possible alternatives available to them, which are evaluated in detail by deciding an alternative which provides higher return on investment to them and if they are satisfied with the product and purchase experience, they will rebuy the product or they will switch to the other product if they are not satisfied with the product’s performance.
Purchase decisions are made by the sourcing departments of the customers who make sure about the product offerings of the suppliers........

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