Teaching notes:

Synopsis of the case

Mr. Sunil owns SS electricals in Odisha. The company provides services in industries such as steel
and power in contractual basis. At present, SS electricals have four contracts, three in Odisha and
one in Bhilwada.
The company’s profits are showing a decreasing trend due to various factors like completion form
unorganized competitors and cutthroat rates for the job which they are getting.
There is a dilemma that whether Mr.Sunil should continue with their present sectors where they
are providing service or expand there reach i.e., whether to go into other industrial sectors?
Whether to continue in the familiar territory or try to get contracts in other industrial belts?
The proposal from Mr. Kulkarni willing to join the company is very lucrative and much needed.
Whether to join him? If yes, whether it is going to affect authority?

Case objectives and its position in a course

The marketing of the services provided by SS electricals is not an easily achievable thing. To
which sectors and region should they expand? Will hiring Mr. Kulkarni help to expand the market
based on the contacts he has. On what bases should Mr. Kulkarni be hired.
Are we prepared to grow? In different sectors and in different areas?

Relevant Readings
Relative readings are The marketing environment, Strategic planning, and understanding
marketing (MKTG Principles of Marketing Lamb, Hair, Sharma, and McDaniel )

Assignment questions?
What must be Mr. Sunil plan
1. Whether should he try new sectors other than steel and power?
2. Whether he should start his business in unfamiliar territories ( other than Odisha )?
3. What should be done with Mr. Kulkarni proposal considering long term effects of the
decision made?

Teaching plan and analysis:

Discussions on possible answers to the case. Leaves some questions there like analysis of sectors
and locations. Leave at open point research on the service sector. Proposing an employment plan
for Kulkarni.
Possible outcomes
1. SS Electricals hires Mr. Kulkarni, not on payroll bases but based on profit shares and based
on the Kulkarnis skills and contacts SS electrics will be having plenty of contracts and SS
electricals stick to Odhisa region and
2. SS Electricals hires Mr. Kulkarni, not on payroll bases but based on profit shares and he
gets contacts and SS electricals with its new profits start entering new territories and new
industrial sectors
3. SS Electricals hires Mr. Kulkarni as a consultant. He might reject the offer or accept the
offer
4. If he accepts then we get new contracts and gain profits
5. He rejects the offer we have to think about the future of SS electricals
6. We hire Mr. Kulkarni he makes profits by bringing a lot of contracts and Mr. Kulkarni
might just settle of that.
7. We hire Mr. Kulkarni he makes profits for SS electricals and there might be chances for
Mr. Kulkarni asking for a company share or ownership this might result in loss of control
8. As SS electricals are doing in Odisha if Mr. Sunil starts into new territories or new sectors
there might be chances of him to make losses or make profits.
9. Or as electricals are good in steel and power industry if it sticks to just these two sectors
even in where industrial belts.

Pedagogy planning :
Students should come prepared by reading the complete case and prepare a decision sheet, which
should be backed with proper justification and numbers. Students should have a proper reading of
the theory of overview of marketing. Students need to have minimum knowledge of what an
electrical service contractor does. Should have basic knowledge of industrial belts in the country.
How a medium and small scale contractor works.
Before going to any conclusion they need to understand the exhibit data and analyze those data as
it indicates profit changes from past years. Also, opportunities in different sectors can be analyzed.
It would be helpful for them to understand marketing in this field is not easy.
The discussion should be very interactive, with more and more points to be discussed and
countered.
Case studies need to be based on Mr.Sunil perspective.