Dominion Motors - Copy - Copy - Copy - Copy - Copy - Copy

Dominion Motors - Copy - Copy - Copy - Copy - Copy - Copy -...

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Unformatted text preview: The Company Who is? Who is? A large supplier of motors and control equipment in Canadian Market Strength Excellent reputation for product quality Excellent salesperson Wide range of products (motor control and panel board units) 50% of Market share in 1973 Capability of producing closer to the NEMA standard than the competitors Weakness The motors produced have low torque compared to the competitors Weak advertisement campaign Environment Analysis DOMINION Purchasers Purchasers (Oem, Reseller, Large User, Small User) NEMA Electric Companies Competitors Competitors (Spartan, Universal, foreign companies) Problem definition What has led to this situation? New customers needs: New schedule based on connected horsepower of an installation Stop overmotoring Hamilton test: The ideal motor has low horsepower and high torque Dominion is recognized as the third company in the market !!! !!! Test results will be reported in May Our Recommendations: Short Term To make the 10-hp motor still competitive we recommend to cut its price (according to alternative 1) to get a competitive positioning New price: the same of the7.5- hp price, to make it competitive despite of the new energy schedule Long term Give the market exactly what it needs: 5-hp motor with the starting torque of a 10hp unit (alternative 3) Analysis: Alternative 1 Dominion produces a motor which is very expensive, it costs more than the others in terms of energy and it is reconductable to a overmotoring practice; this means that the product is not convenient for the purchasers. The only way to sell these motors again is to cut their prices at the same level of the 7.5-hp; because companies dont care about little savings on energy in the short period, and because the torque of the 10-hp is higher than the 7.5-hps. That short period, and because the torque of the 10-hp is higher than the 7....
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Dominion Motors - Copy - Copy - Copy - Copy - Copy - Copy -...

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