Raman Tractors: Establishing a Tractor Dealership

Abstract

On August 1, 2020, Raman Tractors (a fictitious company) was established as an authorized dealership of Farmland Tractors Ltd. in Lalitpur, Sambalpur district, Odisha state, east-central India. In August 2020, the dealership sold only five tractors against a target of ten. Despite their best efforts, sales in September 2020 were just three tractors while the target was again ten tractors. Raman Limbachia, the young proprietor, invested heavily in building a large showroom and service centre, implementing up-to-date technology for smooth operations and employing experienced workforce. However, the desired sales results were not realized. There was tremendous pressure on Raman, the owner of this newly established dealership, to deliver on planned sales results in the last quarter of 2020. Raman knew that his business and reputation depended on the performance of the dealership. Raman also knew that it took time for marketing initiatives to materialize into sales; hence he had to immediately initiate marketing activities to meet the last quarter targets for 2020. He pondered what was required to ensure improvement in sales. Where was he going wrong? What should be the key elements of his marketing plan? Students will be asked to evaluate Raman’s actions and to assess strategies for moving forward.

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