B2B ASSIGNMENT

Case Analysis | Group 1

Group Members:

Abhishek Kumar 2019PGP017

Amandeep Prasad 2019PGP049

Aniket Anand 2016IPM013

Devesh Kumar Salvi 2019PGP489

Sourav Debbarma 2019PGP415

Subhrodeep Das 2019PGP422

Swarnadeep Bhadra 2019PGP431

IIM INDORE
Rau- Pithampur Road, Prabandh Shikhar, Indore
 Dominion Motors and Controls, Ltd.
Problem:

Threat by tests Announcements by Influential nature of Timeline of decision

performed by the power John bridge in the making(Now vs
Hamilton oil companies entire industry weight for the
company reports get out)

Scenario after tests done by John Bridges: Based on the tests done by John bridges,
Hamilton’s chief electrical engineer, the main finding was that the minimum requirement of
torque in motor was 70 pounds-feet (especially for low temperatures). Now based on the
available motors in market Spartan and Universal ranked 1 and 2 respectively followed by
Dominion motors (In 7.5 hp category). These findings can really create problems for DMC
because John Bridges is really influential in the entire oil well motor industry.
Available of alternatives:
1. Reduce the price of DMC’s 10 hp motor
2. Reengineer current 7.5 hp motor and increase its torque
3. Design of a definite purpose motor which has 5 hp power with starting torque of 10
hp motor
4. Attempt to persuade Bridge and Hamilton executives regarding the conclusions of
the report
Evaluation of alternatives:
Alternative 1:

PROS CONS
Early competitive advantage Not a sustainable solution
Perfect solution for short term Should wait till the final result come out
Better than Spartan 7.5 hp motor
Will give DMC some breathing time for
conducting new tests

Alternative 2:

PROS CONS
No additional investment in plant or Could create a torque war in the industry
equipment
Highest starting torque in the category of Will be detrimental to the motor industry
7.5 hp motor as a whole
Alternative 3:

PROS CONS
DMC can regain effective product Not many cons
leadership
Better long term solution

Delivering market exactly according to its

requirements

Alternative 4:

PROS CONS
Will give management more time to design Can create problems with Hamilton and
product and market strategy bridges
Can come up with better set of conclusions Difficulty to approach bridges
after more comprehensive results

Recommendation:
Best on the available alternatives, designing a Definitive purpose motor is the best available
solution to the current problem. DPM will give DMC product leadership and it’s perfect on
every parameter of Bridge’s test. As we have discussed that Hamilton share a great position
in industry and really influential so DPM which is perfectly satisfying all the parameters of
his tests will surely give DMS’s customers more confidence in this product. It’s also the only
perfect long term solution compared to other alternatives because we are fulfilling exact
product requirements.