Case Name :      Sampoorn Foods and Feeds Limited

Authors :           Kumar Rakesh Ranjan

Source :             Ivey Publishing

Case ID :            910M88

Discipline :        Marketing

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

A business school graduate has been assigned the responsibility of running a profit centre that deals in the production and sales of animal feed. The structure and operations of a mid-sized agri-input company are discussed, along with the interactions among several stakeholders in the supply chain and the sources of cooperation and conflict between them. The case details the interactional dynamics among agri-input sellers, the nature of competition between them, their sources of trade dominance and the distribution channel structure. Amid such a scenario, the graduate is trying to enhance the performance of his profit centre. On the other hand, a former classmate and recruit in an NGO is striving to achieve the developmental objectives of her organization. The case poses questions to evoke reflection on building mechanisms and institutions that deliver benefits for the many rather than profits for the few.