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Marketing and Business Management – DSI Tyres and tubes

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Marketing and Business Management – DSI Tyres and tubes (Presentation)

Word Count 2500- 15 slides

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Description

Select a local company. Assume you are appointed to present the performance of one of their products/services to the Board of Directors.

You are required to submit a Presentation paper consisting of a maximum of 15 slides and supporting notes (equivalent to a 2500 – word submission). The submission of your slides package should be organised and structured in a report format.

In preparing your presentation, you should do the following:

  1. Apply McKinsey’s consumer decision journey to evaluate how your target customer comes to the moment of purchase and discover what makes them buy.
  2. Describe how to increase the customer loyalty during the pandemic and post pandemic, using the Christopher H Lovelock and Lauren Wright (1999) “Wheel of loyalty”.
  3. Evaluate the customer’s perception of the overall quality or superiority of the product or service with respect to its intended purpose, alternatives by applying the definition of perceived quality by David Aaker.
  4. Social media marketing is an essential part of digital marketing today to win consumers. Applying the Honeycomb model, select the relevant blocks to implement the most suitable social media strategy for the organization.

 

Additional information

Preview

Introduction
DSI is the market leader in the motorcycle, bicycle and three-wheel tyre industry in Sri Lanka. Started their operations in 1983, the company is a fully Sri Lanka owned company which utilizes the world-famous Sri Lankan natural latex rubber in their production process. The company belongs to the Samson Group of companies which is into other ventures in other industries as well. Currently there are 3 factories in Sri Lanka and an employee base of 300 is working for the company. The company manufactures different kinds of tyres and tubes and exports to more than 60 countries around the world. DSI products are awarded for its quality and process both locally and internationally. (Annual Report, 2022)
Sri Lanka is facing a worst economic condition which it has ever undergone. As a result of it, the government has taken many initiatives to shrink the economy by limiting the demand. Increased taxes, import restrictions, increased interest rates are the main tools used by the government. While the increased taxes and increased interest rates are negatively impacting DSI’s bottom line, the import restrictions are increasing the top line given that DSI is the largest local tyre manufacturer for the bicycles, motorbikes and three wheels.
 
Purpose
The scope of this presentation is to help DSI to face the current market challenges caused by covid and post covid economic issues.
 
Scope
Mainly the demand conditions will be evaluated here by analyzing the customer behavior and market behavior. Specially analyzing the customer behavior will be vital to identify the actual customer needs and to cater those needs where DSI can increase their Top line and bottom line.
Currently DSI is leading the market situation in Tyre and Tubes sector with their products range offered. The main point for having this market leadership is the quality of the products they offer at affordable prices. When evaluating the market competition (other brands) and their performance against DSI products, the below table will be useful.
In evaluating the above table, it could be identified that the main reason people buy DSI products is their low price against the quality. In comparison DSI tyres offer a comfortable ride with the durability where plenty of stocks are available in the local market due to the fact that the tyres and tubes are made in Sri Lanka.

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