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Background Core consultancy group (CCG) deals with the following generic spheres of management consultancy: Industrial marketing research(IMR) Consumer marketing research(CMR) Human resource development(HRD) Techno commercial feasibility(TCF) Idea generation technique(IGT) for diversification
The above five constitute the overall service mix of which IMR constitutes nearly 80% of the firms’ turnover in sales-value terms. Its major concentration is in the east, followed by the west, and efforts are on to popularize it in the north and south of India also. The major brains in CCG are: Director, Marketing services Director, Technical Director, CMR and HRD Director, Analysis Director, Western Region
There are a number of large and medium competitors- M/S TECS, the major competitors, is one of the largest management consultancy houses in India. Profile of the prospective buyer ABB is a very large and highly diversified organization located near Bangalore, where about 2000+ people work. In 2009-10, its sales turnover was Rs. 1800 crore. Its chief concentration is in the energy sector, followed by other areas like the manufactures of Railway locomotives. They manufacture both analog thyristor drives (ATD) and digital drives (DD). For the latter product, there are a number of competitors like Siemens India. A few very large parties like UMI are also reportedly planning to start local production. For the digital drives line, 80% is still imported from USA, Germany, Japan, etc. for direct use in sectors such as
The expertise behind the proposed all-India study. Marketing services. Prospecting and lead generation( partially organized by the Bangalore. prior designing all the above. Factory Marketing research manager Manager. CCG’S liaison officer at Bangalore had sent an email to the Director. Vice president . ABB has decided to organize an all-India industrial marketing research on the DD line to assess its demand. Mini steel plants. Marketing (Drives Division). Handling Objections 3.R&D General manager. All the DMU members are highly qualified and experienced. he was fully aware of the following steps involved in the selling process. Chemicals. and Industrial machinery manufacturers (Fertilizers. Follow up The director had to give firm estimates to ABB regarding. etc.com . through the local liaison officer. Integrated steel plants. Closing the sales (even losing the order may also be involved) 5. government policy. The companies past and present relevant achievements. probable future market share. The overall process of how CCG proposed to carry out this industrial marketing research. However. 1.based liaison officer for CCG) 2.karwak. www. import scenario. detailed work-scope as well as competitive strengths should be known. The director was quite excited and. On the other hand. on 1 February 2010 requesting for the preparation and submission of a research proposal to M/s ABB. latest by 15 February 2010. corporate division President General manager. overall growth rates of end use sectors. etc) and others. and time and cost estimates. Plan for presentation to the prospective client (several-sub-stages may be involved) 4. confused about getting it done in just two weeks. potential present and future competitive positions. at the same time.
the time and cost estimate. etc. south east Asia. Karwak Case Studies – Industrial Marketing (B2B Marketing) ************************************************************************************* www. They enjoy a very high reputation and image. the director had to decide on the way he should act. 2. On what basis do you think ABB will decide to award the order & to whom. C: Task team from TECS. though also known to be the most expensive.Ghosh – Oxford Press. Prepare a research Proposal. highlighting a company’s strengths and weaknesses( if Any). The major issue was-how to act? A: Decision making unit of ABB at Bangalore. 3. etc. Terms of reference yet to be defined. He called the available seniors at Kolkata for an internal meeting. Mumbai.karwak. Which has organized about 1000.com . similar Studies in India. Note: A research proposal is a systematic and scientifically designed quotation. Questions: 1. Africa. B: Task team from CCG. Discuss the Marketing Strategy CCG should use to get ABB Business.K. the work methodology. Adopted and modified – Source: Industrial Marketing by P. 4. Devise SWOT of CCG with TECS with the context of this MR project.Given the time constraint as well as the inability to overspend.