Bland & Swift v. Jennings Construction Case - Bland & Swift Facts: Bland & Swift produces a range of general and customer-specific electronic components used by companies in a large number of different industries. B&S has received a letter from Jennings Construction. This company is a major customer. It manufactures a wide range of products used in the auto, aviation and construction industries and also sells products produced by other manufacturers. Its products are generally regarded as technically advanced and it has a strong new-product development department. 17 - 2 Case - Bland & Swift Sheila Carmichel is the marketing manager for B&S. Before she replies to the letter, she has to think carefully about the issues that are raised. She realizes that it won't be enough to simply apologize. She also is aware that there are now a number of similar suppliers to B&S that can offer a similar range of products and similar levels of product development resources and services. B&S's margins have been slipping and their sales growth has slowed. Sheila has recently been thinking about the direction the company should take the business. 17 - 3 Case - Bland & Swift Your homework Decide how you will deal with the letter and produce a clear plan for developing business with this customer. Explain how your approach to this customer will relate to wider issues of developing your business and your other relationships. Decide how you will approach Jennings with your plan and what you will say to him and when you will say it. 17 - 4 17 - 5 \f\f