Structural Engineering Consultants Ltd- Final

8/13/2019 Structural Engineering Consultants Ltd- Final

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Structural engineeconsultants ltd.

- A Ca

Arpit Kha

Mohamma

Sanka

T


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The major prolem

!rahma Sharma" Marketing Manager o# Structural $ngineering Consultant&S$C%' was #acing a major prolem(

HOW TO RESOLVE THE PROBLEM OF STAGNANLIST OF CUSTOMERS & INCREASE THE NO. OF

CUSTOMERS..???

The co. had started its operations in April" )**+ and had not increased itscustomers list #rom , #or aout ) years.

The , customers were also ac uired due to the e-cellent contacts


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Mr. Anand 1el/igi

&C$0'

Mr. Sidharth Sen

&Co(Founder'

Mr. 2ikash3eshmukh

&Co(Founder'

The COMpany background

Structural $ngineering Consultants %td.&S$C%' was started y 4 quali#ied engineers

The team had good e-perience e-pertise in structural design e-ecution o# projects in steel structures.

The Co. took orders #or projects to e e-ecuted all o/er 5ndia.


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S6$C5A%57$3A8$A9s 0F

06$8AT50:S

6olycaronate GlassSkylights.

$g.( 3omes"6yramids";alkways

Tensile FaricStructures.

$g.(Amphitheatres" Sunshades.

S$C% speciali=ed in taking up turnkey projects" which included desig#aricating and e-ecuting steel and other structures.


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6olykladStructures%td.

KuryConstructions %td.

MacoyStruct

COMPETITORS

The Co. #aced total > competitors.

Major competitors were(

The co. had not done any Market 8esearch yet.

:o in#o. regarding Strength and ;eakness o# the competitors.

:o in#o. regarding Market Share o# the Competitors.

:o in#o regarding e-pectations o# the Target Customers.


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Market Segments

8esidential Apartments Commercial !uildings Shopping Malls

$ducational 5nstitutes 5ndustrial Applications

Target Segments

Shopping Malls 5ndustrial Applications

&eg.( 6re#aricated structur#or #actories'

Segmenting targeting

The Co. identi#ied the Market Segments" ased on the segmenting /ariale o# ?typcustomer9.

The Target Segments were selected y using the criteria o# ?pro#itaility9 ?e-tent

scope o# steel structures9.

The co. did not use some other criteria like( ?market potential &si=e o# the market and

growth'9 competiti/e analysis.


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THE meeting

A meeting was called y the C$0" and was attended y the ) co(#ounders o# the co. a!rahma Sharma" Marketing Manager.

The agenda o# the meeting was to discuss the prolem o# stagnant list o# customers.

The major issue was(

6roject order otained in the past ) years y the e-isting , custonearing completion the same customers might not ha/e any nin the ne-t #ew years.

There#ore the co urgently needed to de/elop some new customeprojects.


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How were companysmarketing eorts !

They identi#ied type o# customers y segment /ariale o# @Type o#

customer" using criteriaB

. 6ro#itaility

). $-tent o# scope

Their e-isting customer ase was the result o# contacts and connecttheir C$0" Anand 1el/igi.

Their was no particular emphasis on marketing strategy and no spee##orts were made till date to gain more customers.


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"hat was wrong with thecurrent marketing eorts

5denti#ying type o# customer using e-tent o# scope and pro#itailitye-plain ways to hold on the e-isting customers.

There was no emphasis on market or competitor which would ha/

clearer picture o# the industry market.

Also they lacked #ocus on @What customer wants and this led to aetween them and customers.


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"hat they shou#d ha$e donaccording to %ramha Sharm

!ramha Sharma #ound that" there was no emphasis onB

!rand 6ositioning

6otential market si=e

Future growth rate

Competiti/e analysis #or each o# the market segment

Dnderstanding competitor9s strength and weaknesses ased on tcustomers9 perception

2alue proposition o# competitors

$-pectations o# the customers.


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RECOMME&'(TIO&S

Re#ationship Marketing

6olicies and practices"

Commitment"

Trust"

Mutual cooperation"

Satis#action

Prospecting

Cold Can/assing with architects and engineers y recruiting Sales $nginee


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Competitorana#ysis

2alue proposition

Criteria &quality" deli/ery time" payment terms" etc'

Swot o# competitors

Sucontracting

oint 2entures

Scope #or Customi=ation


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MarketResearch

3i##icult in !)!

8esearch leads to strategic decisions

Multiple Methods

8ight respondents is crucial

!ene#its customers seek

%e/el o# coordination

oint /entures

!randing and ad/ertising


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Documents

Structural Engineering Consultants Ltd- Final