The Comparative Marketing Strategies of Case Constructions with

Competitors in Odisha.SWASTIK DAS

MBA GLOBAL BUSINESS151207002

Company profile Case constructions equipment and products support a

full line of construction equipment around the world It includes the no.1 loader/backhoes, articulated trucks, excavators,

telescopic handlers and motor graders and wheel loaders, vibratory compaction rollers, crawlers, dozers, skid steers, compact track loaders and rough terrain fork lifts.

Through case dealers, customers have access to a true professional partner with world class equipment and aftermarket support, industry leading warranties and flexibility in financing.

Case has also extended its capacity in agricultural sectors in India. Global sources drive trains, axles, engines, (AG & CE).

It started its business in India joint venturing with Larsen and Turbo (loaders backhoes and compactors)

Objectives• To understand the competitive market analysis of the

CASE with the market leader JCB.• To identify the scope of improvement in the process. • To understand sales and after sales process of case• To identify the scope of improvement

Compactors A compactor is a machine or instrument used to decrease the measure of material, for example, waste material or bio mass through compaction. Backhoe Loaders

It is a compound construction equipment that comprises of a tractor like unit fitted with a scoop/basin on the front and a little excavator on the back.

Products offered

Demography of Odisha (formerly known as Orissa)Odisha has 485 kilometres (301 mi) of coastline along the Bay of Bengal on its east, from Balasore to Malkangiri. It is the 9th largest state by area, and the 11th largest by population. Odia (formerly known as Oriya) is the official and most widely-spoken language, spoken by 33.2 million according to the 2001 Census.

Sales processDirect sales

is the promoting and offering of items specifically to customers far from an altered retail store.

Hawking or peddling is the most common type of direct sales as per definition.

Stock and sales

The machines are already availed near the respective dealers who can deliver the machine as soon as the payment or documentation is done for the further process.

Bit costlier but faster process

Profitable process

Seven steps of sales process Product knowledge Prospecting Approach Needs assessment Presentation Closure Follow ups

Competitors

S OStrengthsThe cost of the products of the case equipment are middle ranged.

StrengthsIt’s a reputed brand and world acclaimed with high measures of good will

Strengths1. It has got regional wise it

has got sustainable dealers with wide area of networking

2. Efficient dealers and sales team makes the proceedings of the business easy

OpportunitiesEfficient sales process and contact will attaining more customers

OpportunitiesThe Case construction equipment’s opportunities are huge in terms of gaining market shareOpportunities

Gaining market upto 35% by the end year 2019

Positive factorsSWOT ANALYSIS

W TWeaknesses

The weakness could be lack of going for an aggressive marketing strategy which needs a lot of man and money power . Weaknessesdealer inefficiencies, lack of scope or area of sales, decreasing economy

Weaknesses

Lack of man power also leads to decrease in advertising,

Threats

Increase in the amount of the competition

Threatsmarket misleading or misrepresentation of stats or data

Threats

30 percentage of Odisha region is yet to be covered

Negative factorsSWOT ANALYSIS

Swot analysis of JCB- competitive analysisstrengths

JCB entered twenty years ahead of Case entered into Indian market.

In India, JCB has got bigger brand value than Case and others.

They have a world class networks with international presence. Their spare parts are easily available and cheaper than others

They are the market leaders with multi-processing ability of dispatch, sales and service

Therefore, increasing the resale value of JCB products than Case and other company’s equipment

weakness

The maintenance cost of JCB products are quite high in comparison to the price

The efficiency of JCB products are questionable when it is compared to the price being charged.

JCB cont.opportunities

It has always created high demand and will continue to maintain its dominance in overall structure

Venturing into remote and distant areas

threats

The changing gears of economy of Indian market can prove vital for any companies that thrive to survive in the Indian economy.

Rising in the number of competitors in the Odisha market which might lead to loss of market share in future.

DATA ANALYSIS- INTERVIEW METHOD Interview was conducted to 25 of the different customers including

JCB, CATERPILLAR, CASE, TEREX, L&T KOMATSHU These studies were conducted in Bhubaneswar and near-by areas

where I was allowed to venture and collect information that includes different branches all over Odisha.

LIMITATION OF THE STUDY: The study was conducted in Odisha which has limited construction

equipment market The interview was conducted to company personnel and limited

customers due privacy and other policies

INFERENCES- PART A

PRICING STRATEGY AVIALIBILITY OF VARIETY OF

PRODUCTS USEFULNESS BRAND PERCEPTION ADVERTISEMENT STRATEGY

PEOPLE AWARENESS

50%

22%

9%

7%12%

JCBCASECATERPILLARTEREXL&T KOMATSHU

INFERENCES- PART B

AFTER SALES SERVICE RE PURCHASE FOLLOW UPS RE SALE VALUE

CUSTOMER RETENTION

JCB34%

CASE25%

CATERPILLAR

17%

TEREX8%

L&T KOMAT-

SHU17%

Suggestions In order to sustain in the market in near future requires a huge amount of branding and

promotional strategy that includes offers, discount, billboards, announcements market of construction equipment is quite limited and huge amount of financial

involvement is there at par in the market it requires a bigger man power and huge financial power

The non-availability of duplicate spare parts unlike others has always been questioned. These will help in a longer run to develop authentic market.

The competition will always remain in the market but the after sales strategy and involvement will increase its customer retention rate in larger number.

Hiring of different qualified local personnel of a particular zone with great enthusiasm to venture into remote and distant places and is ready to comply and upgrade himself in search of leads will definitely come handy.

to retain their existing customers, Case has to work really hard to maintain its strong relationship with its old customers