ISGEC (B): Product Adaptation and Pricing

Abstract

The case describes the situation of an Indian company that has successfully supplied chlorine containers, manufactured according to British specifications, to a buyer in Malaysia. The same buyer has a requirement for ammonia containers and has been using ammonia containers manufactured according to Japanese specifications. The company has to decide whether to make an offer for ammonia containers to suit Japanese specifications or to try and convince the buyer to buy ammonia containers manufactured according to British specifications.