1. What are the major characteristics and growth drivers of the glass bottle industry in India?

Answer :

- Factors such as a rise in disposable income and greater acceptability of alcohol consumption
fueled increased demand for glass bottles in the APAC region. The growing beer industry in
India was expected to increase sales and market share in the region.
- glass bottles were about 30 per cent lighter than they had been in the past decade, which
resulted in better profits for manufacturers because of reduced raw material costs.
- Its recyclability, non-corrosive nature, non-permeability, and zero rate of chemical interaction
made glass a suitable packaging material for beer, soft drinks, beverages, and
pharmaceuticals.
- Glass packaging ensured that the products inside the bottles retained their strength and/or
aroma and flavor.
- Helped preserve food and beverages for a longer time and prevented contamination.
- The glass bottle industry was characterized by large buyers in each segment, and the demand
for glass packaging had become highly seasonal, especially for products such as soft drinks,
cosmetics, and beer.

2. What is the importance of CRM strategies for Ajanta? Evaluate the direct and indirect effects of
CRM initiatives on Ajanta!

3. What are the possible ways of segmenting Ajanta’s customers?

Answer :

4. What is Key Account Management?

Answer :

Key Account Management is a process that helps sustain and expand relationships with
important key accounts and will work closely with multiple business departments in order to
maintain and further develop the relationships with the key accounts. Key Account Management
also known as strategic account management is responsible for the achievement of sales quota
and is assigned key objectives/metrics relevant to key accounts.

5. How did the relationship between Ajanta and SF evolve over time?

Answer :

Ajanta struggled the relationship with SF, even Ajanta have a huge business with SF the
profit margin is less than 7%. Because of the payment dates and deliveries made it increasingly
difficult to manage. SF is 15% of Ajanta business. The relationship is not going well for Ajanta
because of the payment date and even late of payment that SF do. But, Ajanta need huge order
from SF company. It’s make a dilemma for Deepanker to continue their business with SF.

6. Why did Ajanta continue its relationship with SF?

Answer :
 Because, SF had been Ajanta’s customer since 2001. It was one of Ajanta’s oldest and
most important customers and constituted around 15 per cent of Ajanta’s business. However,
although Ajanta received good business from SF, the profit margins were very low. SF want to
expand their business that can make a huge business to Ajanta. Because, Ajanta is the major of
bottles company that SF will order.

7. What should Ajanta do about its recent order from SF?

Answer :

Ajanta should negotiate to SF about the payment agreement to make win win solution
for both company. Ajanta can give prioritized of the SF order, but the payment should be done in
30 days to make Ajanta profitability well. So, both company get positive impact with the
agreement of business that they make.