A strategy to build market share
The Escorts Group is one of India’s leading engineering conglomerates in the sectors of agri-machinery, construction and material handling equipment, and railway equipment. A pioneer in farm mechanization, the organization has played a vital role in the agricultural growth of India for over 50 years.
Its market in India was in decline and the Group’s agri-machinery division (EAM) was challenged to gain market share in this highly competitive market.
Insights gleaned from meetings with dealers and customers, together with sales and market trend analysis, and Accenture Strategy’s understanding of the rural automotive market in India, were used to develop an appropriate growth strategy for the organization.
A 2 to 3 percent increase in market share was achieved—where, typically, a 1 percent increase is seen as a benchmark.
EAM, with Accenture Strategy, has successfully increased market share, attracted new customers and developed preferred sales operations processes.