Case Example
Strategizing for a USD 490 Mn Indian farm equipment and tractor producer to gain upto 15% market share to become a challenger from being a marginal player in South India
Client Challenge
The client is among the top three tractor manufacturers of India and provides a complete product line. It exports its products to more than 70 countries
After gaining a significant market share in North India, as a part of its overall growth strategy, the client wanted to gain and consolidate its market share in Southern India
Our Approach
- Selected the key regions of focus for the study through discussions with the client’s core management team
- Estimated the market size and analyzed the nature of demand for tractors in each of the individual regions and its likely future potential.
- Segmented the customer base (farmers), analyzed their buying patterns and selection behavior to identify the technical and non-technical criteria that influenced their purchasing decisions
- Mapped the competitor landscape and their business models to evaluate their market share, value propositions, marketing & promotion strategies
- Assessed the prevalent models of financing and the key deciding factors for choosing a financial institution
- Analyzed the existing network of dealers in the region and their partnerships with the client and the competitors
- Drew out a strength – weakness matrix for the client based on its market perceptions with respect to the key success factors and competitors in the region to identify gaps in the client’s current strategy
Our Impact
- Identified repositioning strategies for leveraging the existing favorable market perceptions
- Identified product modifications (technical) required to provide a more ‘fit for purpose’ product for altering some of the existing unfavorable market perceptions of the client
- Recommended specific initiatives and action points for improving the financial ecosystem and channel effectiveness (dealer network)
- Outlined the overall strategy and implementation plan for gaining ~8-15% market share in the regions of study.
- The client further asked Universal Consulting to implement the recommended strategy and the Phase – II (implementation) has already begun