New Farm Organics

You recently joined New Farm Organics Ltd as a management trainee. As soon as you join, you notice that retaining long-term customers is becoming a challenge for the company. During a delivery trip on 18^th April 2023, New Farm Organics delivery specialist Timothy Cook noticed a competitors sales manager talking with the general manager of Thirst Quenchers Corp. Thirst Quenchers Corp is a large business selling beverages in and around Brisbane via vending machines across offices, educational institutions, and public places. On 19^th April 2023, New Farm Organics sales manager (Paolo Ferry) met with the purchasing manager of Thirst Quenchers Corp for taking orders. During this meeting, the purchasing manager of Thirst Quenchers Corp informed that Thirst Quenchers Corp would not continue to place new orders unless New Farm Organics offered a further discount on the beverages they purchased from New Farm Organics. Johnny Lind (founder of New Farm Organics) was concerned about this situation as Thirst Quenchers Corp had been one of the companys largest and most loyal customers since New Farm Organics was established.

Realising the urgency and importance of this situation, Johnny immediately scheduled a meeting inviting you (as management trainee), Timothy, Paolo, and several others.