The case study discusses a last-minute cancellation of a workshop due to high prices, with the customer preferring another supplier that better meets their expectations and perceived value. It highlights the need for proper understanding of customer needs and outlines the requirements for future workshops, including participant numbers and organizational dynamics. Learning points include the importance of pricing strategy and the effectiveness of negotiation to maintain value.

1. Case Study: Last minute cancellation for the workshop
• Reason for cancellation Action Taken
– Price is too expensive • Refuse to deliver due to the price
• Comparing to other supplier Reason to Support the Action
• Comparing to expectation of the • Maintain value of the
outcomes
products/services
• Comparing to quality
– Prefer other supplier over the If customer
perceive value
If customer needs
and expectation
others If
• Real objectives of the unit services/pro
ducts are
– Rollout as planned common in
the market
– Improve knowledge price
• Evidence Learning Points
– Need 50 pax per workshop • P.O. needed
• Understand customer
• Designed for 25 pax
• Process
– Explanation is there will be only • Politics
few people study • Organization
– Hard negotiation 75% off • Understand ourselves