Reference no: EM132964812

DIRECTIONS: Niagara-Medina Case Study 

Read the following scenario, then fill-in the table below.

Assess the needs of three people: (1) the Niagara buyer, (2) the Medina seller, and (3) the Foremost rep.

Scenario:

Niagara Manufacturing is a large corporation that uses thousands of hinges of various sizes. For over a decade, the current Niagara buyer has purchased all of Niagara's hinges from Medina Hinge Company and the current Medina sales representative. The Niagara hinge account now represents 40% of the Medina seller's total dollar sales. Although the Niagara buyer is responsible for purchasing other items, the Medina hinge account is 30% of the buyer's total dollar purchases. Over a period of time, the price of Medina hinges has more than kept pace with inflation, and complaints from the factory supervisors about degrading hinge quality are increasing.

Niagara's hinge buyer places the orders with the Medina chief hinge sales representative, who happens to be fellow college alumni of the buyer. The buyer and the rep share a condo in Hawaii during winter months on a time-share lease plan arranged by the Medina rep's sister-in-law who figures prominently in the real estate business in the town where both the buyer and the rep live. Things are going OK at Niagara in spite of the rising costs and slipping quality, mainly because manufacturing is at plant capacity, orders keep pouring in and no one questions any of it, particularly no one in the accounting or quality departments.

In the same city as Niagara and Medina is the Foremost Hinge Company, whose hinges is unsurpassed in both quality and price competitiveness. Foremost started producing and selling hinges 4 years ago, and thanks to the efforts of a well-trained sales staff, has consistently gained market share of hinges. But not being able to crack Niagara is a sore point. The standing pun at Foremost is "Nobody from here sells to Niagara...Nobody!"

Foremost has its top producer working on the problem, though, and that rep found out about the Alumni/Hawaii connection! The Foremost rep accepted the Niagara case and is determined to crack it. This rep is consistently the winner of hinge sales contests and is a member of the Million Dollar Hinge Round Table, and organization of top hinge salespersons who are envied by every hinge sales rep in the country. This "hot dog" sales rep wants YOU to help!!!

Use the matrix below and check the appropriate needs of the Niagara buyer, the Medina seller, and the Foremost seller. These needs are Maslow's Hierarchy of needs. You should have convincing evidence to support your opinions.

Maslow Needs Theory

Niagara Buyer

Medina Seller

Foremost Seller

Aesthetics

Know & Understand

Self-Actualization

Esteem

Love & Belonging

Safety & Security

Survival