Market survey on Switchgear contarct products: A market survey; Larsen and Toubro

Abstract

This project was undertaken on the behalf of M/s Larsen & Toubro. The objective was stated as Finding the Market Perception of L & T's Switchgear Contract Products and Benchmarking the company against its major competitors in the Northern Region. The project was started on 24.03.95 and was concluded on 19.05.95. During this period 38 respondents were covered in Delhi and adjoining areas, Punjab and Rajasthan. Engineers and officials of twenty two end users, twelve consultants and four Original . Equipment Manufacturers were interviewed during the survey. The questionnaire was aimed at finding the company’s perceived reputation over various criteria. The question was also, at a later stage modified to bring out the lack of awareness about a possible major competitor entering the market. It was also aimed to bring out not only what the compan was doing wrong but also where it was doing things right. For analysis, the consumers were divided into various different groups on the basis of their relationship with the Product (Consultant, OEM and End User); area of operation (Punjab, Rajasthan) and Industry. L & T Switchboards have been found to be the market leader in all the different groups of respondents except in Rajasthan and Users in Chemical industries. In both of the Cases) Higher corrosion and poor performance in high temperature. In both ‘the cases this has happened despite the fact that the marketing and after sales service of the switchboards have consistently been adjudged the best in the industry.