Marketing Management – II

Case Study Presentation

On

GROUP – IV
PGCEP

Alavelli Venkata Harun Raaj - 1831001

Boddu Raja Sarath Kumar - 1831024
Gogulamudi Ravi Babu - 1831025
Podila Venkata Krishna Sai - 1831032

GROUP – IV - PGCEP 1
 How are we taking it forward ???

3 7
1 Facts of the Case Strategy Evaluation

Introduction
4
Observations

8
2 Question Hour

Overview 6
Strategies

5
Stats

GROUP – IV - PGCEP 2
1
 Introduction
200 Hp Motor

Dominion offered motors ranging from small fractional horsepower (hp) units to large
2000 hp motors .

Dominion produced Motor Control & Panel Board Units which control & protect the
motor automatically .

1984 – Sales amounted to $323 Million

Sales were distributed among Control & Panel Boards , Fractional HP Motors , 1-200
hp motors , 250-2000 hp motors.

 80 % of the sales were done by Company Sales people to Original Equipment

Manufacturers (OEM)’s & Large industrial users .

3
 Overview
DMC has acquired 50% of the available market for oil well pumping motors in the north
Canadian oil fields .

Dominion believed it was successful because of one sales person hired in 1974 as he could
talk the oil people’s language .

DMC was able to establish an early foothold & develop a strong market position .

DMC’s Market share was at stake in Canada due to Hamilton Oil Company & its tests .

 John Bridges head of HOC concluded that DMC’s motor was a third choice behind Spartan
Motors & Universal Motor Company .
• 200 hp photo -
http://www.infomine.com/equipment/forsale
/200-hp-siemens-pe-21-plus-premium-
efficiency-motor-mill-and-chemical-duty-
1185-rpm_183628/