Samson Motors And Control Case Summary

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Dominion Motors & Controls, Ltd. 1) The problem: DMC's potential loss of significant market share in the near and long term, of oil well pumping motors if DMC doesn't respond quickly and effectively to the expected change in motor specs for the industry. 2) Causes of the problem: Hearsay concerning a study by the trend setting buyer in the market, which, if true, will promote the motors of DMC competitors and relegate DMC to third choice in the oil pumping market. Also DMC's perceived late discovery of the study. (Other manufacturers don't seem to know so DMC may still be ahead of the others in information, but their machine is 3rd choice so timely information is more critical to DMC) 3) Is this a brush fire or an important …show more content…

per unit or "mark up" of 94% (not really a mark up, fixed costs not included). (ii) a) Re-engineer 71/2hp for higher torque mfg cost of $790. would be $410. per unit or a "mark up" of 52%. b) Use a larger motor frame mfg cost $867. would be $333. per unit or 38% "mark up" (iii) Design a definite purpose motor mfg cost $665. SP $1045. (or more): $380 per unit or 57% "mark up" (how does the $75000. investment factor in?) 4 or 5 month to market mean they will miss most (if not all) of this years sales and it could have residual impact in loss of repeat business. (iv) The impact of attempting to persuade Bridges and Hamilton Oil that another set of conclusions could be drawn from the test results is unpredictable. Hamilton could be alienated by feeling challenged or suspected of weak analysis and it could negatively impact DMC's market share. Hamilton could be persuaded and it could be a neutral affect (although in his scenario, Bridges could be offended and that could have some negative impact). 5) Key advantages and disadvantages of each …show more content…

• It could diminish revenue; it is overmotoring which is against the new standards. Re-engineering would provide what the market wanted and thus hold market share. • It could diminish revenue. It could invite a torque war which could cause confusion in the industry and possibly encourage the oil companies the look for innovative ways to avoid the confused market. This could hurt the entire industry. This alternative is also 3 months from market. A definite purpose motor could capture an even larger share of the market. It could possibly dominate the market. • It would be usable in one market and changes in the industry could render it obsolete. It can't be easily transferred to other uses. There is an investment of $75000. and it's 4 to 5 months from market. Persuade Hamilton of another interpretation of the study results: Hamilton could be persuaded and the non affect is a positive for DMC. • Hamilton could be alienated and that could hurt DMC 6) What should DMC's program be for this

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