Unveiling Competitive Strategy for a Leading Automation Technology Corporation

UC adopted a mixed-method approach, combining primary and secondary research to provide a thorough competitive analysis. The approach included:

1. Secondary Research:

• Conducted extensive secondary research to establish a foundational understanding of the industry landscape and competitive environment.

2. Primary Research:

• Conducted in-depth field research in key regions with robust competition: Pune, Mumbai, Chennai, and Coimbatore.
• Engaged in interviews with industry experts, key stakeholders, distributors, dealers, and representatives from application industries associated with the companies under scrutiny.

Scope and Approach Details

1. Company and Financial Perspective:

• Gathered comprehensive details about each company, including headquarters, manufacturing locations, team size, and financial performance over the last five years.
• Analyzed the breakdown of direct and indirect business, government business share, customer types, and application industries served.

2. Product Strategy:

• Provided an overview of overall revenue distribution across key product categories.
• Examined specifics on highest-selling products, product customization flexibility, new product launches, and the value proposition of each category.

3. Distribution Strategy:

• Offered detailed insights into the distribution structure, flow of goods, number of distributors, and revenue by geographies.
• Analyzed distributor stickiness, key reasons, categorization of distributors, schemes, and policies.
• Explored dealer selection criteria, logistics (primary and secondary), lead time, benefits, and government orders (distribution structure, types of distributors, and company personnel involved in the tender process).

4. Pricing Strategy:

• Examined price positioning, margin structure, market practices, and discount structures for various stakeholders (OEMs small and large, traders, large and small application industries).
• Included analysis of market operation prices (DLP, CLP, MRP).

5. Organizational Strategy:

• Provided insight into the organizational structure, hierarchies, number of employees at each level, roles and responsibilities, Key Result Areas (KRAs), and Key Performance Indicators (KPIs).

6. Promotion and Training:

• Detailed promotional activities, key personnel involved in marketing and their responsibilities, participation in external exhibitions and related budgets.
• Included information on training schedules and plans for new engineers, dealers, and their technical staff, along with details about training centers.