Case Study #3

The Company : A distributor of engineering products with a turnover of approximately Rs.12.0 crores

The Problem : To determine if there was a market for an engineering product from USA, in India, and if it was profitable taking up the product for distribution

Intervention Areas : Market survey and plan.

The Solution :The product under question had wide application in refineries, thermal power plants, fertilizer units, steel plants and other large manufacturing / govt. units. A comprehensive survey, on an all-India basis, was done involving engineering consultants, actual users and purchase heads. Details of existing competitors (both local & imported) were also collected. Extensive discussions were held with the consultants, actual users and purchase heads, to determine the sales potential, product acceptability, quality issues, commercial terms and prevailing pricing. A comprehensive report based on facts collected was prepared and suitable recommendations were made to the company on the viability of taking up the product for marketing in India.

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