FAIRTECH ELECTRONICS

Abstract

FairTech Electronics manufactured tractor switches for the local tractor market. Rasheed Sadiq, Managing Director FairTech Electronics deliberated over an offer from the largest wholesaler of tractor switches in Lahore. In the wake of a prolonged slump in the tractor market, FairTech was considering proposals from other buyers, which would mean that the company would be blacklisted as a vendor by its current major buyer, Millat Tractors. The case gives an overview of the industry, plus a brief background of the company, and has been designed to allow an analysis of marketing techniques and decision-making.