Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 17

You are hired as an assistant brand manager for a popular consumer product. One day in an emergency meeting, the brand manager informs the group that there is a problem with one of the suppliers and that he has decided to send you over to the manufacturing facilities to investigate the problem. When you arrive at the plant, you learn that a key supplier has become increasingly unreliable in terms of quality and delivery. You ask the plant manager why the plant doesn't switch suppliers, because it is becoming a major problem for your brand. He informs you that the troubled supplier is his cousin, whose wife has been very ill, and he just can't switch right now. What course of action should you take?