India Commerce Consulting
CORNERING THE MARKET TOGETHER
SUBJECT:Blair Company, Inc. - Water Purifiers for India
Purpose and Overview
The purpose of this memorandum is to provide you with our recommended comprehensive marketing programs for your water purifier, Delight, in India. Less developed countries (LDCs), such as India, battle water contamination regularly. It is our conclusion, based on Blair's internal strengths and weaknesses and external opportunities and threats (SWOT), that Delight will be successful in targeted areas of India. In addition, Delight will generate adequate revenues to payback funds for market testing, potential market specific product reengineering, start-up investments and ongoing operational costs. Following are highlights of our SWOT analysis, pertinent assumptions and marketing strategies.
Analysis of Your Past and Current Situations
Industry experts generally regard the Blair Company product line as superior in terms of performance and quality. For the past five years your company has enjoyed an average annual sales revenue growth of 12 percent due to its quality and market reputation.
The product line, consisting of, desalinators, particle filters, ozonators, ion exchange resins and purifiers have awarded you with record sales in 1996 of almost $400 million. Your consumer base is diversified, capturing residential, hospitals, municipalities and various businesses including water-bottling companies. With over 4,000 employees, including 380 dedicated to technical applications, international sales offices, small assembly areas and distribution facilities in Germany, Japan and Singapore, you are prepared to expand its international market presence.
Currently, your company successfully sells its two versions of home water filters to Germany, Poland, Hungary, Romania, Czech Republic and Slovakia, which significantly contributed to the 1996 international sales of almost $140 million. However, other market opportunity exists with other less developed countries (LDCs). Many LDCs are plagued with contaminated water that most home water...