Dominion Motors &

Controls,Ltd

Presented by:
Aroosh Javed
Zahra Ayaz

Zainab Naeem
 

  troductio
Dominion manufactures control panel and
pumping motors for Canadian oil producers
Commands 50% of mark
market
et share
Spartan and universal are the main
competitors
Foreign companies ere also the

competitors
!"ered a line of motor ranging from small

fractional horsepoer units to large #000

horsepoer motors
 

Problem

 $he amilton !il compan performed a



'eld test in hich the ere ranked (rd 

after Spartan and )niversal Motor compan
of Canada*
 $he ere threatened
threatened ith the loss
 

Alternatives
+educe the price of DMCs -0 hp motor to
that of .*5 hp motors
+eengineer DMCs present .*5 hp motor to

make its starting tor/ue at le

make least
ast e/ual to
that of Spartan .*5 hp unit
)nder take design of a de'nite purpose

motor for the oil ell pumping market* 1t

should 2e 5 hp motor ith the starting
tor/ue of -0 hp unit
3ersuade amilton to overturn the decision
 

Analysis
 4lternative -
  Counters immediate loss of customers*
 Short term solution*
 +educe compan pro'ts*
4lternative #

  6iolates 78M4 standards

  Ma encounter resistance fr
from
om rig
operators
  $or/ue ar ould start that ill lead to
un2alanced motor designs
 

 4lternative (
  $actical advantage in long run*
 3roduction can 2e started 2efore completion of -9:5
sales ccle and still has one month cushion 2efore
Septem2er*
 Market share ould increase to ;0%
  $he ill 2e the 'rst one to 2ring this in market
4lternative <

 Collusion 2eteen =ridges and Spartan ma not 2e

ruled out as stud suggests acts of omission and
commission on !ver motoring*
Further
F urther tests ma even acknoledge =ridges stud as
1ndustr standard*
 

Decision
Meet standards ith 78M4*
4ppro
4pproach
ach amilton and =ridges to ork
further on the stud to 2u time*
> ?ork on 5 3 Motor @4lternative (A to
cover Banks for -9:; Sales ccle
1t ould increase
in crease ;0% share in market

 $he ould 2ecome
to introduce this* 'rst one in the market
market