Cosmo Films Limited: Market Orientation

Abstract

This is a unique case of its kind in providing an opportunity to see the linkages between the corporation and its customers from an integrated perspective. It describes the steps initiated by the top management of Cosmo Film Limited, a company in the business of packaging films, to build the customer focus in various aspects of its functioning and effecting a turnaround. It provides an opportunity to develop linkages among the various measures and thinking through the options for the future. The learning challenge is in linking the various steps taken and their consequences.