Boise Automation Canada Ltd.

: The Lost Order at Northern Paper by

Group-10

Q1. Why did Boise Automation lose the order (Problem Recognition)?

 Several problems led to order failure. Consequently, Boise Automation was known for its
high customer satisfaction, and its efforts were rigorous in determining the importance of
the customer. Boise tried to push more value to Northern Paper in this order, however, by
pushing their view on the new technologies. Northern Paper was more worried about the
competition and made it known to Boise that the rival offered cheaper rates. Even after
Northern had made it clear to them many times, Boise Automation did not realize the value
of a lower price.
 Boise Automation also refused to consider the dilemma imposed by Northern. Their criteria
were evidently overlooked by Boise and thereby led to the loss of the order. By proposing
new advanced technologies and facilities for their use, Boise began attempting to assist

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Northern. However, Northern made it known that, given their budget limitations and

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operators' experience with the current product, they decided to use the existing technology.

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 Boise Automation has failed to consider its competitors' position and success in the paper

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industry market. It eventually contributed to the loss of the order because they could not
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give Northern what the competition might, through their inability to consider these
elements.
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 Boise Automation lost its reliability and probably the loss of Northern's interest due to the
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lack of structured contact. In an attempt to sway Northern's emotions against their newest
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technologies that they had at their hands; Boise Automation talked to Northern through
many channels. Boise's vigorous sales promotion campaign had finally demonstrated
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indiscipline when they had talked to someone other than the representative of the
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organization.
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Q2. What should he have done differently (Recommendations to avoid similar mistakes in the
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future) ?

 Boise Automation should have had a clear understanding of the specifications of Northern
concerning its budget and need for the new product. Instead of forcing new technology and
equipment into their industry, Rob Allison should have known what Northern wanted and
then met with their specifications.
 It would have been ideal for performing a comprehensive review of Boise's rivals and their
innovations and facilities to prove Northern that the old technologies are not the way of the
future. Thorough comparison analysis between the new tech and old tech should have been

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 imposed by Boise Technology to show that new tech benefits outweigh the cons
(competitors).
 Allison should also have made a predicted analysis of financial gains between the two
technologies and showed how the new modern technology could have saved Northern Paper
a great deal in the future. If he might have been convinced that the savings outweighed the
high price, they charge for it due to advanced technology, so Boise had a reasonable chance
of booking the order.
 Rob Allison should have directed his calls specifically to the engineering manager, Jason Li,
and the operations manager, Bob Muma, rather than making casual sales calls to Northern's
corporate office. He may have established a relationship with these men by doing so, thereby
encouraging them to adopt the new technologies. These two men should have persuaded
the entire Northern corporation as it was much more in their power and not in Allison's

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power to do so.

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 Given the length, Allison's submission of the 100-page description was a mistake. To go

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through this whole paper, Northern had little time management. It was clear that Northern
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still did not read the entire text. Allison should have given Northern a far more summarized
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paper on the advantages imposed by their modern innovations to prevent such an error.
Northern may have been given an opportunity to read the whole paper and see a simplified,
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summarized version of the advantages of taking on modern technologies.

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 Boise Automation should have asked Northern to carry out a training session with respect to
Northern's concern regarding its operators and their lack of knowledge about new
technologies. At Boise's cost, this training session could have been free of charge, and might
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theoretically have been seen as a marketing strategy for Boise to impose their new
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technologies in the Northern Paper.

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