Ranger Supply Company

Case Study

Ranger Supply Company

Submitted to:

Submitted by:

Vu Thi HuyenTrang - Demi

Dang Thi Thu Trang - Ivy

Hoang Thanh Nam - Mike

Nguyen Viet Khanh - John

Vu Thuy Linh - Carol

MM 3-3

CASE PROBLEM:

Ranger Supply Company is a larger manufacturer and distributor of office supplies. It is based in Manila, but sends supplies to firms throughout the Philippines. It markets its supplies through periodic mass mailings of catalogues to firms in the Philippines. Its clients can make orders over the phone, and Ranger ships the supplies upon demand. Ranger has had very high production efficiency in the past. This is partially attributed to low employee turnover and high morale, as employees are guaranteed job security until retirement.

While Ranger's office supplies are somewhat similar to those its competitors, it has been able to capture most of the Philippines market because of its high efficiency, which has resulted in low prices charged to the retail stores. It expects a decline in the aggregate demand for office supplies in the Philippines in future years. However, it anticipates strong demand for office supplies in international markets over the next several years. Executives of Ranger began to consider entering to global market as a method of offsetting the possible decline in domestic demand for its products.

a. Ranger Supply Company plans to either it will enter in its own name or establish an "alter ego" for entry to the global market. What factors deserve to be considered in deciding which indication is more feasible?

b. The domestic marketers who are used to a "let's get out and sell" approach will feel frustrated and that they are acting more like lawyers or diplomats than businessmen. Could this problem be existed? Is there any obvious reason why this problem could be solved?

I. BACKGROUND OF THE STUDY

Ranger Supply Company is a larger manufacturer and distributor of office supplies. It sends supplies to firms throughout the Philippines and markets supplies through periodic mass mailings of catalogues to firms in the Philippines. Its clients can make orders over the phone and Ranger ships the supplies upon demand. It has had very high production efficiency in the past partially attributed to low employee turnover and high morale as employees are guaranteed job security until retirement.

Ranger has been able to capture most of the Philippines market while its office supplies are somewhat similar to those of competitors because of its high efficiency in low prices charged to the retail stores. It expects a decline in the aggregate demand for office supplies in the Philippines in future years and anticipated strong demand for office supplies in international markets over the next several years. Executive of Ranger began to consider entering to global market as a method of offsetting the possible decline in domestic demand for its products.

II. STATEMENT OF THE PROBLEM

1. What are the necessary factors deserve to be considered in deciding marketing entity when Ranger plans to enter to global market whether it will enter in its own name or establish an "alter ego"?

2. What will an organization do if its marketers feel frustrated and that they are acting more like lawyers or diplomats than businessmen?

3. What is the obvious reason of the necessity in solution this problem?

III. OBJECTIVES OF THE STUDY

1. To know the importance of preparing for entry