Oralium : managing products and markets for growth /
Oriental Metals has a unique track record of over three decades as a trader and lately as a manufacturer of Oralium, to become the leader with a 50% market share in the aluminum roofing category in Kerala. Nevertheless, the entrepreneurs were anxiously deliberating Oralium's paltry national mar...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2024.
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| Series: | SAGE business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Oriental Metals has a unique track record of over three decades as a trader and lately as a manufacturer of Oralium, to become the leader with a 50% market share in the aluminum roofing category in Kerala. Nevertheless, the entrepreneurs were anxiously deliberating Oralium's paltry national market share of 5%, indicating the failure of its pan-India growth strategy. The company's leadership was looking into ways to transform Oralium into a winning category brand at the national market by deploying a time-bound marketing strategy. The enormous resources needed to be deployed to attain a national market visibility and growth was adding to the existing gargantuan challenge of creating a consumer shift to the aluminum roofing category. The leaders pondered whether Oralium could succeed by growing nationally at a faster pace fighting the established players, and if so, how? |
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| Physical Description: | 1 online resource. |
| ISBN: | 9781071924365 1071924362 |