B2B Marketing Strategies to Gain Competitive Advantage in Coimbatore Based Pump Industry in Tamilnadu
Rajkumar.S1, J.Clement Sudhahar2, T.S.Venkateswaran3
1Raj Kumar.S*, PhD, Management, Bharathiar University, Coimbatore 641 046.
2Dr. J.Clement Sudhahar, Professor, Marketing and Decision Strategy, Head, Karunya School of Management, Karunya University, Coimbatore 641114.
3Dr. T. S. Venkateswaran, Head, Department of MCA & Placement Officer KSR College of Arts & Science (A), Tiruchengode – 637 215
Manuscript received on October 09, 2019. | Revised Manuscript Received on October 10, 2019. | Manuscript published on October 15, 2019. | PP: 15-19 | Volume-4 Issue-2, October 2019. | Retrieval Number: B0382104219/2019©BEIESP | DOI: 10.35940/ijmh.B0382.104219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Marketing excellence is the need of the hour in today‘s competitive scenario. Numerous companies are striving to compete by continuous implementation of effective marketing strategies for sustainable growth. The purpose of this research is to investigate the impact of Internal marketing strategies and analyse the relationship between Focus Strategy (FS), Differentiation Strategy (DS), Market Penetration Strategy (MPS) and Sales Service Support Strategy (SSS) for Competitive Advantage (CA) with respect to organised sector of Coimbatore based pump industry in TamilNadu.The result shows that, Focus Strategy, Differentiation Strategy and Sales Service Support Strategy are having strong and positive impact on Market Penetration Strategies. There is also a positive and strong impact of Market Penetration Strategy for Competitive Advantage. It was suggested to provide adequate training for sales and service persons to constantly improve on technical expertise and look for new design of service quality and to monitor on-time service which would place organized pump industry on sustainable growth in a competitive market.
Keywords: B2B Marketing Strategy, Competitive Advantage, SustainableGrowth in Pump Industry.