geta corporation group 10_2
TRANSCRIPT
8/8/2019 Geta Corporation Group 10_2
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GETA CORPORATIONGroup-10
SEC-A
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MARKET FOR
GETA·S PRODUCT
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SEGMENTS DEFINED BY GETA CORP
Business potential
High Low
New Product
Acceptance
High Segment-A Segment-B
Low Segment-B Segment-C
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SUCCESS RATE FOR SEGMENTS A LONG
WITH THEIR POPULATION--A MONG BUYERS
Segment Estimated population Success Rate
A 40 70%
B 60 40%
C 100 20%
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Also the successful population percentage and
their correlation with Order placing time
Successful Population Order placing Time
30% 4 months
30% 5 months
40% 6 months
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So after taking all this into consideration, GETA
CORPORATION decided to target the followingno. of people in each segment
Each Sales visit was to take 2 and half daysincluding travel time.
Segment No. of Visits
A 267
B 306
C 402
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COMPETITION FOR
GETA·S PRODUCT
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EXISTING COMPETITION
No competition existed at that time. The product
was being manufactured in INDIA for the first
time.
Competition on the basis of Technical parity was
not expected.
Only one company which belonged to the firstcategory was the selling agent for the similar
imported products. So a little danger of
competition was there in first category.
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Companies belonging to second category posed a
real danger.
A company belonging to the last category was notexpected to enter as a competitor, since the
minimum time required to implement such type
of project was 33 months.
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POSSIBILITY OF FUTURE COMPETITION
From companies currently manufacturing
equipments /materials for the material handling
and processing industries.
From the companies presently engaged in the
manufacture of rubber products.
The existing competition for the Geta productwas not from the same products but from the
other products which served the same products.
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MARKET STRATEGY
MARKET
To have high penetration among the 200 units
spread across India ranging from steel, copper,
cement, porcelain, coal, gold,copper and ironmines and refractories
50 large organizations accounted for 50% of the
total demand
Customers divided into 3 segmentsSegment A
Segment B
Segment C
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MARKET STRATEGY
PRODUCT
High focus on Rubber sheets and Rubber Lining
components
One time demand more than replacement cost of all the products
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MARKET STRATEGY
PRICE
Main cost in production was overhead cost which
would come down with increase in production
Competition from products serving the generalpurpose as Geta·s products
For switching customers needed to shown some
advantages
Benefit Price which represents tangible rupee-value benefit to the buyer compared to the
economies of the existing products
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MARKET STARTEGY
PROMOTION
Personal selling most effective way of achieving
the desired result through educating the
customerAllow them to reach the inaccessible customers
Explaining the product quality and cost benefits
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MARKET STRATEGY
MEDIA
Product catalogue explaining the products and
their advantages over the existing products in
the marketProfessional journal publishing technical articles
about wear resistant rubber products
National/Regional dailies for creating awareness
about the products