The facts

The facts

An European organisation having its country operations in India was focussing on marketing its products only to the defence segment, as the products were conventionally used by the armed forces. This company had been operating in India through its Indian representative since 1950s and subsequently evolved from a liaison office established in 1987, to a 100% owned subsidiary in November 1995, employing about forty odd people. It initially focused on marketing test and measuring equipment, which were needed by Defence & Space Research organisations (and Telecom manufacturing industries). This then paved the way for introduction of newer products in the areas of Radio-communications, Radio-monitoring, and Radio-location etc. This product range discovered a need-based demand in the country from a number of discerning users, who were looking for technically superior products, which could be offered as a system solution.

A threshold level in this market area was required to be achieved with the help of a diverse product mix. Nevertheless, the focus of the organisation on the defence segment seemed undeterred. The two divisions i.e., Test & Measuring equipment division as well as Communications & Broadcast solutions division were primarily catering to the defence segment as the orders here were large  and everyone in the organisation found a ‘comfort’ level with this market segment, which they did not wish to give up very easily, although the market outside was equally large.

At the behest of the Head of the Communications & Broadcast division, services of PERCON were hired under instructions from the corporate headquarters, to bring about perspective changes, so that the newer markets could be explored and the onslaught of the competition in those areas could be taken affront. The Head of the Test & Measuring Equipment Division, however, was quite apprehensive of what the resultant situation would be, because he was used to the working style of the erstwhile business partners, who were not exposed to the aftermath of globalisation.