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CLIENT CASE STUDY

Escorts Group

OVERVIEW

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.

OPPORTUNITY

The Indian farm equipment market was in decline and the Escorts Group’s agri-machinery division (EAM) was challenged to gain market share in this highly-competitive market.

To overcome these challenges, EAM engaged Accenture Strategy to help it design and implement a growth strategy to gain market share and achieve sustainable growth.

OUTCOMES

To find new ways to build market share, Accenture Strategy met with more than 100 dealers—both EAM and competition dealers—as well as client and competition customers. Insights gleaned from these meetings, together with sales and market trend analysis, and Accenture Strategy’s understanding of the rural automotive market in India, were then used to develop an appropriate growth strategy for the organization.

Key initiatives to help build market share included an increase in EAM’s reach and enquiry base, and an improvement in the efficiency of its sales operations and enablers.

In addition, Accenture Strategy developed unique market coverage tools to formulate a sales execution plan. This was further IT-enabled through proven assets developed to help EAM plan and monitor its sales force.

To support the solution and help ensure its sustainability, a sales force training scheme was implemented for more than 700 people, including a number of change management activities implemented across both dealerships and EAM sales teams. The solution was first piloted in the largest Indian state, which allowed for adjustments before introducing it more broadly into two more states.

A 2 to 3 percent increase in market share at these dealerships was achieved, which is significant, as typically in its industry, a 1 percent increase annually is seen as a benchmark. Overall, EAM has met this 1 percent market share increase across three of its largest markets, contributing to more than 50 percent of the organization’s overall tractor sales. In recognition of this success, EAM is now extending the program nationally with Accenture Strategy’s support.

EAM, with Accenture Strategy, has successfully increased market share, attracted new customers and developed preferred sales operations processes, placing it firmly on the road to becoming a high-performance business.

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