Structural engineering consultants ltd.

- A Case analysis

Arpit Khandelwal Mohammad Farooq Sankalp Gupta Tinu Kalra

The major pro lem

!rahma Sharma" Marketing Manager o# Structural $ngineering Consultants %td &S$C%' was #acing a major pro lem(

HOW TO RESOLVE THE PROBLEM OF STAGNANT LIST OF CUSTOMERS & INCREASE THE NO. OF CUSTOMERS..???
The co. had started its operations in April" )**+ and had not increased its customers list #rom , #or a out ) years. The , customers were also acquired due to the e-cellent contacts .

The COMpany background

Structural $ngineering Consultants %td.&S$C%' was started y 4 well quali#ied engineers
Mr. Anand 1el/igi &C$0' Mr. Sidharth Sen &Co(Founder' Mr. 2ikash 3eshmukh &Co(Founder'

The team had good e-perience . e-pertise in structural design . e-ecution o# projects in steel structures. The Co. took orders #or projects to e e-ecuted all o/er 5ndia.

 S$C% speciali=ed in taking up turnkey projects" which included designing" #a ricating and e-ecuting steel and other structures.

S6$C5A%57$3 A8$A9s 0F 06$8AT50:S

6olycar onate . Glass Skylights. $g.( 3omes" 6yramids" ;alkways

Tensile Fa ric Structures. $g.( Amphitheatre s" Sunshades.

Space Frame Structures. $g.( Airplane <angers.

COMPETITORS
The Co. #aced total > competitors. Major competitors were(
Kur y Constructio ns %td. Macoy Structurals

6olyklad Structures %td.

The co. had not done any Market 8esearch yet. :o in#o. regarding Strength and ;eakness o# the competitors. :o in#o. regarding Market Share o# the Competitors. :o in#o regarding e-pectations o# the Target Customers.

Segmenting . targeting
The Co. identi#ied the Market Segments" ased on the segmenting /aria le o# ?type o# customer9.

Marketwere Segments Target Segments The Target Segments selected y using the criteria o# ?pro#ita ility9 . ?e-tent o# scope o# steel structures9. 8esidential Apartments Commercial !uildings Shopping Malls $ducational 5nstitutes 5ndustrial Applications Shopping Malls 5ndustrial Applications &eg.( 6re#a ricated structures #or #actories'

The co. did not use some other criteria like( ?market potential &si=e o# the market and #uture growth'9 . competiti/e analysis.

THE meeting

A meeting was called y the C$0" and was attended y the ) co(#ounders o# the co. and Mr. !rahma Sharma" Marketing Manager. The agenda o# the meeting was to discuss the pro lem o# stagnant list o# customers. The major issue was(

6roject order o tained in the past ) years y the e-isting , customers were nearing completion . the same customers might not ha/e any new projects in the ne-t #ew years. There#ore the co urgently needed to de/elop some new customers to get new projects.

How were companys marketing e orts !

They identi#ied type o# customers y segment /aria le o# @Type o# customerA" using criteriaB C. 6ro#ita ility ). $-tent o# scope

Their e-isting customer ase was the result o# contacts and connections o# their C$0" Anand 1el/igi.

Their was no particular emphasis on marketing strategy and no special e##orts were made till date to gain more customers.

"hat was wrong with the current marketing e orts

5denti#ying type o# customer using e-tent o# scope and pro#ita ility will only e-plain ways to hold on the e-isting customers.

There was no emphasis on market or competitor which would ha/e gi/en a clearer picture o# the industry market.

Also they lacked #ocus on @What customer wantsA and this led to a gap etween them and customers.

"hat they shou#d ha$e done according to %ramha Sharma

!ramha Sharma #ound that" there was no emphasis onB

!rand 6ositioning 6otential market si=e Future growth rate Competiti/e analysis #or each o# the market segment Dnderstanding competitor9s strength and weaknesses ased on target customers9 perception 2alue proposition o# competitors $-pectations o# the customers.

RECOMME&'(TIO&S

Re#ationship Marketing 6olicies and practices" Commitment" Trust" Mutual cooperation" Satis#action

Prospecting
Cold Can/assing with architects and engineers y recruiting Sales $ngineers.

Competitor ana#ysis
2alue proposition Criteria &quality" deli/ery time" payment terms" etc' Swot o# competitors Su contracting Foint 2entures Scope #or Customi=ation

Market Research
3i##icult in !)! 8esearch leads to strategic decisions Multiple Methods 8ight respondents is crucial !ene#its customers seek %e/el o# coordination

Foint /entures !randing and ad/ertising