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1. A Case Study Analysis Title: Revitalizing Sales Strategy for Vijeta Industries Limited Class : Vindhaya (SAP S&D – II) Date: 27-03-2024 Name Roll No. Aakanxa Ghael TM2322302 Aman Kumar TM2322310 Aniket Dive TM2322312 Aniket Argade TM2322313 Ansil Vats TM2322318

2. Company Overview Company Name: Vijeta Industries Limited (VIL) Established: Over 50 years ago Product Focus: Shock absorbers, struts, and dampeners Market Position: Leader in the industry Brands: Suraksha (main focus), Suvidha (acquisition) Market Share: Over 45% in OEM segment for passenger cars, 20% in commercial vehicles, 25% in replacement market Export: Not a major focus area. Sales Contribution: 70% from OEMs and industrial customers

3. Industry Landscape Industry Structure: Oligopoly Key Players: Ford-Escorts, Hydraulics, Munjal -Showa, Tenneco, Mundo and overseas players also present . Market Dynamics: Dependence on automobile sector (80% demand) Trends: Slowdown in passenger cars and commercial vehicles segments Projected Growth: 7% per annum in the next three years

4. Organizational Structure Regional Offices: Gurgaon, Navi Mumbai, Chennai, Jamshedpur Sales Function: Senior sales executives, sales engineers Expansion: Acquisition of Suvidha necessitated augmentation of sales force Distribution: Well-established dealer network for replacement market

5. Present Problem Analysis Situation: Decline in combined sales of Suraksha and Suvidha Observation: Suvidha sales declining despite expectations National Pattern: Similar decline observed across regions Objective: Analyze reasons and propose solutions

6. Proposed Solutions Separate Sales Teams: Establish distinct teams for Suraksha and Suvidha in OEM segment to enhance focus and commitment. Differentiation in Positioning: Position brands uniquely to avoid direct competition and minimize cannibalization. Strategic Promotion: Invest in long-term promotional activities to create perceptual differences and enhance brand value.

7. Rationale Behind Solutions Enhanced Focus: Separate teams ensure undivided attention to each brand, potentially increasing share of wallet. Market Differentiation: Unique positioning reduces direct competition, catering to diverse customer segments effectively. Brand Perception: Strategic promotion over time builds brand equity, fostering customer loyalty and market acceptance.

8. Implementation Plan Team Restructuring: Allocate resources for separate sales teams, ensuring appropriate training and alignment with brand objectives. Positioning Strategy: Develop distinct brand identities, messaging, and market positioning strategies for Suraksha and Suvidha . Promotional Campaigns: Design and execute long-term promotional campaigns focusing on brand differentiation and value proposition.

9. Expected Outcomes Sales Improvement: Anticipate increase in sales volumes for both Suraksha and Suvidha . Market Expansion: Capture new customer segments and enhance market penetration. Brand Equity: Strengthen brand perception and loyalty through strategic promotion and differentiation.

10. Conclusion Action Plan: Implementing proposed solutions to address sales decline effectively. Long-Term Vision: Foster sustainable growth and market leadership for Vijeta Industries Limited. Next Steps: Initiate implementation process and monitor progress closely for desired outcomes.