Dominion Motors &

Controls,Ltd

Presented by:
Aroosh Javed
Zahra Ayaz
Zainab Naeem

Introduction
Dominion manufactures control panel and

pumping motors for Canadian oil producers

Commands 50% of market share
Spartan and universal are the main
competitors
Foreign companies were also the
competitors
Offered a line of motor ranging from small
fractional horsepower units to large 2000
horsepower motors

Problem
The Hamilton Oil company performed a

field test in which they were ranked 3rd

after Spartan and Universal Motor company
of Canada.
They were threatened with the loss

Alternatives
Reduce the price of DMCs 10 hp motor to

that of 7.5 hp motors

Reengineer DMCs present 7.5 hp motor to
make its starting torque at least equal to
that of Spartan 7.5 hp unit
Under take design of a definite- purpose
motor for the oil well pumping market. It
should be 5 hp motor with the starting
torque of 10 hp unit
Persuade Hamilton to overturn the decision

Analysis
Alternative 1:

- Counters immediate loss of customers.

-Short term solution.
Reduce company profits.
Alternative 2:
- Violates NEMA standards
- May encounter resistance from rig
operators
- Torque war would start that will lead to
unbalanced motor designs

Alternative 3:

- Tactical advantage in long run.

- Production can be started before completion of 1985
sales cycle and still has one month cushion before
September.
- Market share would increase to 60%
- They will be the first one to bring this in market
Alternative 4:
- Collusion between Bridges and Spartan may not be
ruled out as study suggests acts of omission and
commission on Over motoring.
-Further tests may even acknowledge Bridges study as
Industry standard.

Decision
Meet standards with NEMA.
Approach Hamilton and Bridges to work

further on the study to buy time.

Work on 5 HP Motor (Alternative 3) to
cover flanks for 1986 Sales cycle
It would increase 60% share in market
They would become first one in the market
to introduce this.