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PRESENTED BY; SURYA PRAKASH (12) SAURABH SRIVASTAVA (16) VIKAS KUMAR (39) IRFAN SHAHID (48)
Case Situation
Company
The Company named M/s Pramal Farmatics Pvt. Ltd owned by three technopreneurs Jagdip Trivedi, Jayanti Bhai Patel and Pragnesh Patel, manufacturing facilities situated near Anand Gujarat Initially it was a material handling company
Which is now ready to manufacture and market the small 10 HP tractor under the brand name of Vanraj.
Company got the certification of Central Motor Vehicle Rules (CMVR) from Central Farm Machinery Testing and Training Institute (Budhni, MP). Company had good technical and professional experience before entering in this business.
Competition
Company is entering in the new segment and this segment was not catered by any company There was not any direct competition but it was in the very competitive Industry where various major players like Mahindra & Mahindra, TAFE, Punjab Tractors, Escorts and Sonalika were there. There were three mini tractor manufacturer but they were not the refined product that is why they are not direct competition.
Customers
They are going to enter in the new segment which was not catered by any company as such that is why there is no clear defined customers Usage and the design of the tractor has some implication about the customers they may be the Small and marginal farmers, horticulture farmers, material handling customers They have also identified the large farmers as segments.
PEST ANALYSIS
This case is not too much influenced with politics
Economical the company was the small scale industry and the customers identified were small and marginal, large and horticulturist etc.
Company got funding from the government wing for the technological refinement Sociological factors - product was focused to cater small usage which was not tackled by the big tractors. Most of the consumers were small and marginal farmers. For the buying the tractor they consider the HP as the main factor but beside this there are other factors like it is a status symbol also it is the sign of prosperity also tractor purchase also has lot of other social significance.
CONT..
Technological aspect
The marginal farmers are still dependent on the bullocks and other manual systems. Farm mechanisation has lot of value in terms of the upliftment of the poor and increasing the productivity In tractor industry HP is the main criteria and most of the technological aspects are covered in this case
MARKET SEGMENTATION
Demographic segmentation
Demographic segmentation
On the basis of land holdings:
Small & marginal farmers: In this category the level of mechanisation is low and they used bullocks for tilling and agricultural operations. Moreover they had small land for farming and the Vanraj tractor was focussing this segment as its target. Large farmers: This section was catered by all the big players as they have large area for farming and the farms were highly mechanised. They usually preferred tractors having HP more than 20.
CONT.
On the basis of type of occupation:
Industry: Industry wise they are divided into small scale firm, national, and multinational players.
Horticulture: This segment of cultivation requires specific design which would facilitate the cultivation process. It requires intercultural operations like removing weeds and creation of soil. These functions could be well performed by tractors having three wheel convertible features which is observed in Vanraj tractors.
Medium tractor: Tractors having horse power between 31 and 40 HP were included in this section.
Large tractor: Tractors having horse power more than 50 HP were included in this section.