Case Study: Biocell - Losing a Loyal Customer Assessment Title: Outpriced!?...What's Your Analysis? Please read the case study, Biocell - Losing a Loyal Customer, and address all three questions separately making reference to the text and taught theory/content. Each section carries equal marks.

1. Kannan and Unni seem to be happy to accept that the job was lost on price and that little could have been done to prevent it. However, how might greater consideration of the imminent USFDA vaccine approval deadline and the concept of 'value in use' have modified the way in which Summant presented the value proposition? 2. Considering sales relationships and customer relationship management, which of those individuals mentioned in the case, from Thermochem, Thermax and BioCell could have been more involved in the relationship between the companies; how might they have been more involved; and how might this have affected the course of events and the final decision to use Sri Ganesh. 3. Do you agree with Sudhir Vahal (Thermax) that this situation presents a new product opportunity for the company....and why? If so, what would the outline specification and target costing be aiming to achieve? Also, considering good practice in industry, discuss how the process for identifying such new product opportunities might be improved in the future