Contents

Contents................................................................................................................... 1
Competitive analysis.................................................................................................... 2
Market Structure...................................................................................................... 2

Characteristic of market................................................................................... 2

Competition.................................................................................................. 2

Entry Condition............................................................................................. 2

Product Differentiation..................................................................................... 2

Flow of Information........................................................................................ 3

Marketing Strategy................................................................................................... 3
Porters Five Forces Analysis....................................................................................... 3
Marketing Planning Process........................................................................................... 4

Increasing Purchase Involvement...........................................................................5

Increasing Product Involvement.............................................................................5

Reducing Purchase involvement and Increasing Product Involvement..............................5

Conclusion............................................................................................................. 6

Competitive analysis
Competitive advantage is a business concept describing attributes that allow an organization to
outperform its competitors. These attributes may include access to natural resources, such as high
grade ores or inexpensive power, highly skilled personnel, geographic location, high entry barriers,
etc. New technologies, such as robotics and information technology, can also provide competitive
advantage, whether as a part of the product itself, as an advantage to the making of the product, or as a
competitive aid in the business process (for example, better identification and understanding of
customers).Competitive advantage exists when a particular company consistently outperforms other
companies in the same industry. A company is considered to be outperforming others if profits are
higher than the competition's profits. The competitive advantage is thought to be stronger when it lasts
for a longer period of time. Those companies who are able to maintain a competitive advantage for
many years are thought to have a sustainable competitive advantage.

Market Structure
Characteristic of market
a) Number of Player There are numerous small companies targeting the local industrial
market.
b) Demand Demand for the service needs to be build up, industrialist do not realise the
importance of regular health monitoring of their machinery. They usually take it lightly. When
they get stuck with some breakdown of machinery leading to loss in production, then they
feel the actual need of such services. Awareness on this service needs to be developed, which
in return will enhance the demand.
c)

Degree of Buyer and Seller Concentration Buyers of this service will try to opt for cheap
and cost effective measures. Small sellers will try to grab the opportunity, but it may not be a
proper and best solution. JUSCO on other hand being expertise in this utility services would
provide the best viable services.

Competition

Entry Condition
Different suppliers will adopt lucrative price quoting strategy to get orders from the consumers
making it at tough entry to the market with high risk involvement.

Product Differentiation
Team with high expertise and knowledge about the use of different electrical equipments help the
service to reach a level of quality with distinction.

 Flow of Information
The most important way is via promotional text messages, advertising through hoarding, issue of
pamphlets, advertising through utility bills, etc.

Marketing Strategy
The strategy adopted by ETS to sell their new services to the consumers in the following ways

Time Market Entry Our specialization is testing of all type of Electrical equipment of
Industrial consumers. We would approach the small and existing vendors to make them part
of our new venture to in order to reduce competition among small players

Sell Directly to Consumers - JUSCO already has a brand image in Jamshedpur and
Saraikella belt for providing uninterrupted Quality Power. This is to be used as base for
Promotion.

Focus on specific Market - Jamshedpur is the niche area of JUSCO, initially we will focus
your sales efforts here, after achieving success we would begin to scale and expand to the
other surrounding areas.

Keep Cost Variables--- Expanding into new markets requires significant investments in
product redesign, marketing campaigns and other levels of analytical work When faced by
new consumers, their demand and needs may vary, constant changes and evolution in
product/service design is required to be assessed.

Porters Five Forces Analysis

Marketing Planning Process

Marketing planning process is the managerial process that helps to develop a strategic and viable fit
between the firms objectives, skills, resources with the market opportunities available. It helps the
firm deliver its targeted profits and growth through its businesses and products. We have to increase
the penetration power, getting the first time user to try out ETS offerings of the services in a well
established market.
Marketing orientation is concerned with the process and activities associated with creating and
satisfying customers by continually assessing their needs and wants, and doing so in a way that there
is a demonstrable and measureable impact on business performance. It involves three behavioural
components - customer orientation, competitor orientation and inter- functional coordinationand
two decisional criteria long term focus and profitability.

There has been a lot of research regarding the relationship between product involvement and
consumer risk perception. Involvement is the level of perceived importance and /or interest evoked by
a stimulus within as specific situation. We have to understand the process of increasing purchase
involvement, product involvement and reducing purchase involvement while retaining product
involvement.

 Increasing Purchase Involvement

Purchase involvement is defined as the relevance of purchasing activities to the individual. ETS,
A TATA brand, will create a certain amount of excitement among the industrialist, which would
be the starting point of purchase involvement. It is to be initiated with attractive price offers with
more information about the services. It is the case of search attribute to the industrialists where
they can have a vivid picture of the services before opting for it. It has to be offered with high
service differentiation and sale promotion with interesting consumer schemes.

Increasing Product Involvement

Product involvement is the process of ongoing commitment on the part of the
consumer with regard to thoughts, feeling, and behavioural response to a
product category. Here two risks are affected service performance risk and
social risk.
Service performance involves:
a) Financial risk Consumers will always be satisfied with the process of
testing. Authenticity will always be maintained.
b) Performance risk Performance is guaranteed with high SLG (Service
level Guarantee).
c) Physical risk Safety standards are always taken into account before
performing any testing jobs, so the physical risk is always minimum.
Social Risk involves the threat that if our testing process fails, it will be a
humiliation to ETS, yet it is very negligible keeping into account of our
expertise.
Once the consumers get acquainted with the importance of the service, it will turn into an
experience attribute. They will have more information about the credibility of the brand.

Reducing Purchase involvement and Increasing Product Involvement

The consumer is always high on purchase involvement and product
involvement when exhibiting problem-solving behaviour. It is the most crucial
stage. As the service is a complex product, it may end up as subcontracted
decision process, so ETS will focus on shifting the brand to the habitual stage
by focusing on the credence attribute. This would retain the product
involvement and reduce the purchase involvement.

Product Involvement -- Technically classified and Approved Testing Process

Purchase Involvement Service acceptance by the consumer

Conclusion
ETS, following all the safety standards, will provide the best possible service to
its consumers. The perception of being TATA brand will add an extra feather to its
new wing. The marketing niche being the industrial zone of Adityapur, will project
the credibility of ETS in business front in broad scale which will help in expansion
of this vertical to places other than Sarakella and Jamshedpur.
The new initiative will encourage the individual small groups in the market to
unite together with ETS and get acquainted to this organised way of electrical
testing solutions from installation to periodic testing to troubleshooting which will
encourage the involvement of new technology. In near future, the new vertical
ETS will emerge out to be a great success with proper supervision, lending out
hand to our esteemed consumers for better and safe working environment to
ensure proper health monitoring of the electrical equipments and ensuring
reduction in breakdown time.