CASE STUDY OF MARKETING
Satish – The meatwalla
• Satish Sehalpal was an officer in the air force. He
bolonged to administrative and special duties
branch and had specialised in catering.
• Sehajpal had studied hygine, nourishment, diet
planning, quality assurance of food products,
cooking and so on.
• Life took a turn when Satish Sehajpal lost his
father. Satish Sehajpal had to reluntantly leave
the air force and settle in Hyderabad.
• A Number of friends suggested that he set up a live-star eating place because of his background in
• M/s Bindu & Ganttum, exported meat to the middle East in ready-to-consume packages. Sehajpal
studied the details and concluded that.
• M/s Bindu & Ganttum had set up this industry from scatch. It had been consistently returning
profits from the time it started commercial production.
• The company had a turnover of approximately Rs 8 crore per annum, through the capacity of the
processing plant and the abattoir was 12 tonnes of finished product per day.
• The sale of the plant could be considered a distress sale to some extent since the owners, Bana and
Girish were migrating to Canada to settle with their children. The owners would be happy to get the
total price in their hand at one go. This would enable them to leave the country quickly. The sellers
did not count payments by instalments.
• Satish Sehajpal could afford to bye the plant from the assets left by his father.
• The deal went through quickly and smoothly. Satish Sehajpal was happy at having become an
industrialist ‘Satish Sehajpal,Industrialist’ sounded great However, his friend gave him the title
‘Satish: The Meatwalla’. This angered and in protest, he give up eating meat.
• The most difficult area of working was
kickbacks, speed money, ‘tips’, etc.
• There was the problem of purchasing proper
inputs and organizing timely transportation.
• Quality Control.
• There was also the problem of exports being
reduced or orders being cancelled altogether.
• The best solution for this problems is that
importance is giving towards Indian
• Main preference is giving towards middle
and lower level people.
• Mainly much giving concentration about
quality with pricing.
• It can be justified the above solution ,that more
concentration on middle and lower level speople
is because when the segmentation is done in
indian market it better go to the middle and lower
income group people with suitable pricing policy.
• In india the seller cannot expect rich cutomers
who can buy at higher prices also
• Concentration on indian market reduces cost of
transportation and qulity can be maintained very
• lastly it can be concluded that more
concentration on national market than foreign
market is more profitable.
Be as smart as you can, but
remember that it is always
better to be wise than to be