M&d Inc. in the Governmental Sector: A Marketing Case
Ababneh, Musab M., Austin, Nathan K., Journal of the International Academy for Case Studies
The primary subject matter of this case involves the application of service quality models i.e. 'RATER' and 'Flower of Service' in the evaluation of strategic decision choices in service industries. M&D Inc. is a multifaceted business support services company considering expansion of its diversification efforts to enter a new market. The case has a difficulty level of three or four, appropriate for introducing junior and senior marketing or business administration students to both models. It is designed for a 50-minute class period and is expected to require two hours of pre-class student preparation.
M&D Inc. is a multifaceted business services support company focusing on the private sector. Its range of services includes mailroom management, e-commerce development, printing, and marketing. Until recently, Ron Lee was the CEO of the company, but he has had to give up the position as a result of ill-health. Prior to his resignation as CEO, Ron Lee was planning to sign a new service contract with another department of the U. S. federal government. M&D Inc. was successful in servicing its first federal government contract which was much smaller and less demanding. The new contract requires M&D Inc. to hire 250 additional employees who will be required to work extra hours every week with significant cost implications. The incoming CEO, Josh King is skeptical of M&D Inc's capability to service such a large contract, so he meets with Ron Lee to discuss the issue. …