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Content
Introduction
Introduction
Current market leader in ATM market Docutel corporation founded in May 1967 by REI Initially automated baggage handling and ATMs REI sold Docutel to IPC in 1970 Docuteller: Withdrawal of funds Total teller: Capable of deposits and cash transfer Docutel ATM sales grew rapidly initially in 1973, later declined
Customers analysis
Competitor analysis
Market characteristics
Environmental Trends
Customer Analysis
Commercial Banks Mutual savings banks Analyzing market opportunity
Factors influencing demand Regulation Branch issue with commercial banks Usage of remote machine Disadvantage of commercial bank compared to S&L Bank competition Rivalry b/w commercial bank and S&L S&Ls view of ATM as a new aggressive weapon End user habits Invasion of privacy Vs convenience
What Benefits
Less Paper work Less processing fee Solution to Float Automation 24x7 processing Real time processing Maintenance service
Customer Analysis
Commercial Banks Mutual savings banks Analyzing market opportunity
Who buys competitors product and why ATMs: Docutel customers Point-of-Sale: S&L On-line Teller Terminals: S&L and Mutual saving banks Domestic Banks: acceptance Foreign Banks: Extremely centralized purchasing arrangement
How product fits Automatic customer activated terminal banking Docutel ATMS installed in banks or stand alone Capable of online as well as offline Interface b/w bank and its customers
Competitors Analysis
Analyzing market opportunity
Identification of competitors
Develop terminals which help to sell Similar activities their computers Burroughs Strong position in IBM POS market NCR 75% of total market Different activities Diebold Mosler
Market characteristics
Analyzing market opportunity
Estimated growth in volume of transactions and number of accounts Looking for electronic and automated transaction systems Extension of market through full EFTS Full EFTS includes ATM, POS, OLTT Uncertainty about the rate of acceptance of full EFTS Uncertainty about the standalone sales and manufacturers Estimate demand for ATMs: Growth from $52 - $80 mn by 1980 Successful experiments with POS, NCR having largest share Commercial banks are reluctant towards OLTT Eventual market of 250,000 automated terminals
Environmental Trends
Analyzing market opportunity
Economic changes
Social changes
Regulation changes
Technological changes
Headcount General and administration Field Engineering Manufacturing Engineering Marketing Total 50
368 130 90 82
720
Docuteller 8%
The decision
Concentrate on commercial banks and consortia of thrift institutions Region wise marketing team, Focus on T4 in lobby machine selling R&D effort for new version with faster transaction time Upgrading field service, Pricing of service Establish Docutel as leader in On line, Develop marketing support package Quantity discounts for multiple sales, Advertising to strengthen ATM and Docutel Total marketing and technical expense of $ 8.7 mn
Concentrate on few geographic areas Developing them completely before moving to others Efficiency on services Other marketing mix similar to dominate strategy Total marketing and technical expense of $ 6.0 mn
Target medium size institutions Sales team with 12 area coordinators Me too policy