Rolling stones: A study on Granite industry; TELCO

Abstract

This project was undertaken to assess the performance of TELCO in the granite sector and suggest possible improvements for the future. From the study it is clear that TELCO is doing very well in Karnataka and Andhra Pradesh but has to improve in terms of customer service in Tamil Nadu. Currently the main rival of TELCO is L&T which also has a slight edge in terms of the overall market share. The government policy is very critical in determining the growth of the granite industry. The next two years are estimated to be good for indigenous granite industry and the sales figures for TELCO’s hydraulic machines are estimated at 76. TELCO is doing well in terms of the availability of spare parts as they are locally available (non originals) and the machine performance is also better than its competitors’. More emphasis is required from TELCO in terms of advertising and educating its customers as they are not aware of the new products coming up, especially for the granite industry. BEML. which at present does not command a significant market share, shall become a threat to reckon with as it is launching a major price war and it’s machine too is considered good. TELCOs customers which are currently not differentiated have been segmented in two segments based on the buyer behaviour. Of these one comprises largely of the contractors while the other consists of the organisations. Price, machine performance, company reputation, and after sales service(in order of importance) have been identified as the main influencers while purchasing an excavator.