ADITYA TUBES

LIMITED

Prepared By:
•Tausif Latif (Roll No. 1)
•Tauseef Ahmed (Roll No. 16)
•Chandan Kumar (Roll No. 46)
•Ajay Singh (Roll No. 47)
•Satyesh Kumar Singh (Roll No. 48)
 Introduction & Case Summary
This whole case study revolves around
these key factors -

Customers Competitors

Company

Channel Structure Context

PROBLEMS
&
CAUSES
 Problems & Causes

Problems
•Inefficient distribution
system because of which
max off takes were different.
• Dead inventory
• Huge number of
distributors in ambivalent
stage.
Causes
•Conflict among channel
members.
• Insistence to lift all sizes.
• Scanty & Irregular supply.
 Problems & Causes

Problems Causes
• Misuse of end year bonus •Distributors started
scheme. discounting the prices in
anticipation of bonus at the
end of year.

•Couldn’t observe monetary

motivating model for level 2 •50%-60% transactions were
channel. without bills.
 SWOT
ANALYSIS
 Strength
 Brand Image
 All India distribution network
 Huge production capacity
 Market share
 First choice of influencers
 Competent channel profile
 Excellent marketing structure.
 Opportunity

 No national competitor

 Use of new technology

 Use of extensive market coverage

 Weakness
 High price
 Irregular supply
 Technology
 Energy inefficient
 Skewed distribution of stockiest in Eastern Region
 Ambivalent level of satisfaction of channel members
 Range limited to 3” diameter
 Transactions without bills
 Dead inventory of same sizes
 No strict policy to govern max & min off-take margins
 Threats
 Emergence of local players.

 Conflict between channel members.

 Attrition of stockiest.

 Narrow product profile.

 Competition from PVC pipe.

 PEST
ANALYSIS
 PEST ANALYSIS
Political Factors
 Price factor was barrier for government
tenders.

Economic Factors
o High Prices
o No Credit Facilities
 PEST ANALYSIS
Socio-Cultural Factors
o Skewed in eastern region.
o Choice of consumers changes to PVC pipes in

Kochi & other places.

Technological Factors
o Old Technology.
o Did not change technology with time.
SUGGESTIONS
 Suggestions Of the Report

 Regular and easy availability of the sizes

needed.
 Competitive prices and discounts.
 Credit facilities.
 Development of ad hoc schemes.
 Certification for meritorious performance.
 Gift Items.
 Our Suggestions

 Use of authentic documents in transactions.

 Deep market coverage.
 Reducing attrition rate of stockists.
 More focus on the 55 distributors (tabled)
who contribute 80% of annual sales.
 Take over of local players.
 Bringing new technology.
 East & North Region
ATL’s Dispatch Distributor’s Change In No. Market Share
Cities Dispatch of Stockists
Calcutta 7460 7460 +2 23%
BBSR 160 420 +1 40%
Guwahati 1000 900 -1 25%
Patna 2500 2385 -3 28%

Delhi 3400 3400 14%

Chandigarh 90 100 30%
Ghaziabad 1160 1200 +1 10%
Jaipur 450 740 +1 3.6%
Kanpur 1400 2230 18.5%
 South & West Region
ATL’s Dispatch Distributor’s Change In No. Market Share
Cities Dispatch of Stockists

Bangalore 2870 2870 25%

Madras 1160 1160 10%

Vijaywada 500 490 16%

Vizag 300 300 25%

Ahmedabad 770 1170 -1 5%

Bombay 4850 4850 -5 13%

Indore 800 1050 -1 13%

Thank You