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    B5 SKF Bearings

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    GibreelChamcha
    SKF, a bearing manufacturer, needs to restructure to better serve customers. It currently focuses on products rather than facilitating motion. The proposed restructuring divides SKF into three divisions: Bearing Industries for OEMs, Bearing Services for the aftermarket, and Specialty Services for customized products. This will allow each segment to focus on its customers and improve profitable aftermarket sales. However, some employee resistance is expected during implementation. The plan is to differentiate products, use competitive pricing, develop sales channels, and promote through trade fairs and training.

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    B5 SKF Bearings

    Uploaded by

    GibreelChamcha
    204 views7 pages
    SKF, a bearing manufacturer, needs to restructure to better serve customers. It currently focuses on products rather than facilitating motion. The proposed restructuring divides SKF into three divisions: Bearing Industries for OEMs, Bearing Services for the aftermarket, and Specialty Services for customized products. This will allow each segment to focus on its customers and improve profitable aftermarket sales. However, some employee resistance is expected during implementation. The plan is to differentiate products, use competitive pricing, develop sales channels, and promote through trade fairs and training.

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    SKF Bearings

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    SKF, a bearing manufacturer, needs to restructure to better serve customers. It currently focuses on products rather than facilitating motion. The proposed restructuring divides SKF into three divisions: Bearing Industries for OEMs, Bearing Services for the aftermarket, and Specialty Services for customized products. This will allow each segment to focus on its customers and improve profitable aftermarket sales. However, some employee resistance is expected during implementation. The plan is to differentiate products, use competitive pricing, develop sales channels, and promote through trade fairs and training.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    204 views7 pages

    B5 SKF Bearings

    Uploaded by

    GibreelChamcha
    SKF, a bearing manufacturer, needs to restructure to better serve customers. It currently focuses on products rather than facilitating motion. The proposed restructuring divides SKF into three divisions: Bearing Industries for OEMs, Bearing Services for the aftermarket, and Specialty Services for customized products. This will allow each segment to focus on its customers and improve profitable aftermarket sales. However, some employee resistance is expected during implementation. The plan is to differentiate products, use competitive pricing, develop sales channels, and promote through trade fairs and training.

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    You are on page 1of 7

    SKF Bearing Series:

    Market Orientation through services (A):


    Restructuring the before and after market

    Group B5
    Aditya Sriram | Anuj Chauhan | Naveen A M | Navya Chinta | Nitisha Sethia |
    TSK Sravanth

    Bearings Industry Situation


    The four conditions that usually
    guarentee the self deceiving cycle for
    industries
    Population myth
    Belief that no substitute exists
    Production pressures
    Product Provincialism
    This condition is observed in the Bearings
    industry

    Need for restructuring the company

    As Marketing Myopia suggests,


    SKF assumed it is a bearings company
    rather than its dealings in a facilitating
    motion industry
    Shift from product focus to customer
    focus is essential to keep up with the
    evolving trends

    Proposed Restructuring
    SKF

    Bearing
    Industries
    Manufactures
    bearings for
    OEMs
    Using own sales
    force most of the
    countries
    Use Bearing
    services for rest

    Bearing
    Services
    Sales
    Organization
    essentially
    Deals with after
    market segment
    and some small
    OEM customers

    Specialty
    Services
    To deal with
    products that
    require high
    specialization to
    produce highly
    customized
    products

    Evaluation of restructuring
    Pros
    Will be able to serve the customer needs
    better
    Greater focus on profitable after market
    sales
    Better utilization of the sales force

    Cons

    Resistance from different groups of


    employees

    Implementation Plan
    Product:

    Price:

    Place:

    Promotion:

    Differentiated
    product
    offering to
    each
    customer
    segments
    Standardize
    the basic
    need as
    required by
    the industrial
    after market
    business
    Develop the
    state of the
    art
    manufacturin
    g processes
    for meeting
    OEM customer

    Competitive
    pricing to
    large OEMs
    since they are
    cost conscious
    Price based on
    value added
    in terms of
    speed
    availability
    and
    assistance to
    After markets

    For OEMs,
    ensure good
    customer
    relationship
    marketing
    since they are
    long term
    clients
    For After
    Markets,
    develop good
    incentives for
    the
    distributors to
    push SKFs
    products

    As
    important
    as all the
    other 3
    parameters
    Promote at
    trade fairs
    Ensure
    good
    quality
    training to
    sales force
    and
    distributors

    Thank you

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