MARKETING PROBLEM

Andell Industries, in Wichita Kansas is owned and operated by Stan Andell, who inherited the restaurant supply business from his father. The company has a 52-year history, and is well known in the city for its wide variety of restaurant equipment and its reliable service. Wichita is a town of some 600,000 people, and is centrally located in Kansas. Because of the reputation of Andell Industries, its market extended throughout the state.

However, in 1996, sales began dropping as customers who had once used Andell exclusively began turning to other sources of supply, obtained through the Internet. Andell resisted the concept of the Internet at first, believing that the personal service that had built the company would be lost through trying to sell in a non-traditional manner.

Part of that traditional manner was maintaining a wide

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Category: Business - M