TATA BP Solar Competition
Now Viewing TATA BP Solar's competition in: Lighting Equipment Manufacture
Call Preparation Questions
Customers, Marketing, Pricing, Competition
How does the company train its distribution partners? - Larger companies host training at locations specifically designed as training facilities. Smaller companies invite distributors to their manufacturing locations for training.
How does the company educate consumers about energy-efficient lighting and the environmental impact of lighting choices? - Companies may partner with government agencies such as the Department of Energy and the EPA’s joint ENERGY STAR program. Hotlines, websites, and printed materials are used to reach consumers.
Who are the company’s major customers? - Retail home improvement centers, electrical distributors and wholesalers, lighting showrooms, and designers are primary customers of most companies.
What market segment is the company’s primary focus? - Some companies focus on residential applications; others primarily on industrial and commercial applications.
How does the company sell its products? - Direct sales personnel and manufacturer reps are the primary way to sell to customers, as are distributors and wholesalers.
What are the company’s primary price points? - Companies sell products ranging from a few dollars for residential applications bought at a home improvement center to several thousand for industrial applications.
Who are the company’s competitors? - The industry is highly competitive. Imports from low labor cost countries represent about 40 percent of total US consumption of lighting products.
How does the company differentiate its products? - Some companies differentiate products by patent, trademark, and copyright protection. Others use marketing to build consumer awareness, often touting energy-efficiency and environmental benefits.
What forms of marketing does the company find effective? - Companies use TV, radio, newspaper, and website advertising primarily for residential products. Product catalogs, special marketing literature, trade shows, and web-enabled interactive tools are used for commercial and industrial product lines.
Competitive Landscape
Demand depends primarily on residential, industrial, and commercial construction activity. Large companies have advantages in purchasing power, manufacturing volume, and distribution efficiencies. Small companies compete by offering specialized products and superior customer service in regional markets. Annual revenue per employee is about $200,000.
Business Challenges
CRITICAL ISSUES
Competition from Imports - Imports are an increasing percentage of US lighting equipment consumption. To capitalize on low-cost labor sources, US companies have moved high-volume product lines offshore. Foreign competitors have also expanded their share of North American markets.
Heavy Dependence on New Construction - About 80 percent of lighting fixtures is sold for new construction or add-on projects; only 20 percent for renovation. This dependence on construction activity can result in manufacturing overcapacity during downturns in the residential and commercial building markets.
Industries Where TATA BP Solar Competes
- Electronics
- Electrical Products
- Power Generation & Storage(primary)
- Electrical Products
- Construction
- Construction Materials
- Industrial Manufacturing
