Problem
The Jones Metal Products Company in West Lafayette, Ohio is trying to secure more business from All Clad, a producer of high-end pots and pans used for cooking. All Clad uses several suppliers, and all suppliers provide the company with raw, stamped or molded steel that are finished at the All Clad factory for sale to retailers and wholesalers. Jones wants to increase its share of the All Clad business. Currently the firm molds two different cooking pots for the firm, and they want to expand to fry pans. Jones feels that their pricing is competitive, but they are not certain how to convince All Clad that they provide more value than other firms. What advice would you give to Jones in terms of how to approach All Clad? What value proposition might they consider?