Triple Triangle Framework

Introduction:
I work in Rahimafrooz Energy Services Limited (RESL), an SBU of Rahmafrooz Group. The
main product of the group is Diesel Generators and Power Distribution Equipments. As diesel
Generator is the SBUs Primary Revenue earner, the analysis of different dynamics of this
segment of RESL through The Triple Analysis Framework (TTF) model is studied here.

A. Firm Level Factors

i. Culture:

a. Most of the organizations in this marker are sole ownership based and very few are
with proper corporate culture. Lack of enough trained manpower is a very big
challenge. As Diesel Generator is an import based product and lot of Chinese options
are available, small companies with little infrastructure are trying to penetrate market
with lower quality product with depending on lowest possible price as only
competitive advantage.

b. RESL from its inception introduces value based product marketing. For this reason
the product and service quality have to be ensured which also have to be compatible
with the core values of the company. To ensure all these quality always is a vital
issue for the organization which also affects the price.

ii. Capability:

a. As Most of the organization is very small in nature and depends on import based
product proper and sufficient skilled manpower is not available for most of the
cases.
b. RESL has one of the largest service team of the country to ensure proper after
sales service. Only rival company in this context is BanglaCAT. But to maintain
the high standard the overhead cost also in higher than most of the organization.

iii. Capital & Credit:

 a. Cost of Fixed cost is low for most company. For larger capacity of Gensets
client provides L/C, so the capital cost is not very high. But for lower
capacity Genets in most cases the organizations keep ready stock to have the
competitive advantages. So capital cost is higher who deals mainly with
lower capacity gensets.
Also as it is a highly competitive market organizations are giving high credit
facilities to the customer to beat the competition.
b. RESL is competing in both Large and small genstes markets. So it is keeping
balance for both of the market.
But as it has a strong credit policy , in most of the cases it have to face a very
strong competition within the market regarding this.

B. Industry Level Factors :

i. Customers:
a. There are mainly Six segments of customers:
i. Industrial
ii. Real Estate
iii. Government projects
iv. Hospitals and other emergency institutions
v. Financial institutions
vi. Telecom
Industrial and Government Projects are frequently targeted by most of the
organizations which deals with large generators. They also have a good service
teams as after sales services is very important for them. This market is mostly
import based.
Hospitals and financial institutions and telecom sectors are the industries where
mid to lower range generators are needed. As service is important few selected
companies work in this market. But the credit facility is a big issue in this market.
Mid and lower range brands are very much in use for this market.

Real estate market is very competitive and Chinese and local brands compete
frequently in this market. Credit facility is the highest competitive point for this
market.
 b. RESL mainly deals in all of the market. But recently it has less penetration in
real estate and telecom sectors due to credit facility and quality consciousness
and government sector due to high payout issue.
For industrial and banking sectors they have a very competitive solution due to
high product quality and after sales services.

ii. Competitors

The competitors are divided in segment wise. In Industrial market the main
competitors of RESL are BangalCAT and Cummins Enginer due to after sales
service and price competitiveness.
In government sectors the main competitors are Cross World and Energy pac due
to lack of interest in paying payout or illegal payments.
In Banking and Telecom sectors they are mainly competing with Jakson and
Chinese generator manufacturers.
In Real Estate also local company with Chinese gensets are competing highly
with high credit facility and lower cost.

iii. Collaborators