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ELEPHANTINE CASEPresented By :-

Ankur Rajput

Ankur Prabhakar

Ankit SodhiyaPrateek Puri Goswami

Prateek Srivastava

B.Vijay


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The engineering manager of this company one day conceived of newcomputer terminal that do everything but peel potatoes, a slight

exaggeration perhaps, but the concept was widely applicable,broadly compatible device.

Since the manager enjoyed excellent rapport with the firms GeneralManager, who was also an engineer, it was easy to conceive GM onthe merit of the idea & a product development program wasvigorously undertaken.

When the prototype was complete & functionally proven, a productline was set up & manufacturing was begun. About this time, thesales manager & his sales force were called in for a productpresentation. After the new device was explained & demonstrated,they were told to GO SELL IT.

Since the new product line was capable of producing 500 units amonth, this was established on average sell goal. The sales manager& sales force went optimistically forth into the market, but six monthlater they reported back to GM that they were unable to move thiswonderful new product in anything approaching the target volume.


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After firing the Sales Manager, the GM & the EngineeringManager commiserated with one another about the

incompetence of Sales people who couldnt sell a product thatis obviously superior to anything else available & right for themarket.

Neither of them knew quite where the market was or who itwas & unfortunately even the ex Sales Manager hadnt know

either. Since the mountain wouldnt come to Mohammad &Mohammad didnt know where the mountain was, so he couldgo to it, a lot of time & money were wasted for practicallynothing.

It was certainly too bad Elephantine was so unlucky, because

when the product design was eventually sold to Whiz-BangComputer Company, it was a roaring success.


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Q & A

1. Does your group feel that Elephantine is

really unlucky? If so, why? If not, why not?

Ans:- Yes, Elephantine is really unlucky. Theycreated wonderful product for the customers but

they failed to market it. At the same time Whiz Bangconverted the product in to a roaring success. Alsothe sales department lacked experience.


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2. What do you think Whiz-Bang would have

done to make it a roaring success? Pleaseexplain the process & the step-by-stepactivities carried out by Whiz-Bang to make itsuccess?

Ans:-Following may be the reasons due to whichwhiz Bank made a roaring success and their stepby step activities carried out by them:-

Good marketing department Experienced employees.

Innovation and better ideas.

Well coordination between the departments.


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3. What is wrong with Elephantine? What is right

if any?

Ans:-There is a gap between the departments inthe Elephantine case. Their product failed to reachthe customers.

Sales manager does not have the calibre.

No coordination between the departments.

Monthly or weakly reports should have to bepresented to the marketing department.

Lack of planning and execution.

Low motivation.


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4. Do you think Elephantine Management did right withfiring Sales Manager? Why? Why not?

Ans:-No, Elephantine doesnt have the Ethics so GMfired the sales manager.

5. Who else in Elephantine deserve to be fire? Why?

Why not?

Ans:-No one else deserves to be fired. The engineeringmanager and the GM are the technical personal andknew the fact the product is going to be revolutionary.

Also the top level management agreed with the productwhen the engineering manager and the GM explainedthe product in presentation.


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6. Do you think Elephantine Management would

have learnt any marketing or business lessonbefore & after firing sales manager & before &after selling the design?

Ans :- Yes, Elephantine learned lessons after sellingthe design to the Whiz Bang. Elephantine doesntknow the dos and donts and fired the sales personis not proper according to the ethics of company.


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7. What marketing lesson did you get from this case?

Ans:- We first know where the marketing mountain ispresent .Identify the consumer needs and demand.Major function is delivering the product to consumers.

8. What business philosophy or orientation orconcept or belief system has driven with efforts &result of Whiz-Bang? Elephantine?

Ans:-Actually the philosophy used by Whiz bang is thatthey know the marketing strategy to whom they have to

market and where they have to market and InElephantine case they havent done.


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9. What is the moral of the case?

Ans:-Knowing that the new product is going to be agreat success is not sufficient. The coordinationbetween the various departments of the companyas well as the right knowledge about the product isnecessary.

The sales person should know all the features ofthe product and also conduct survey

To find out the target markets i.e. following the rightmarketing strategy.


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THANKYou...!!!!!

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