B2B Marketing Strategies to Gain Competitive Advantage in Coimbatore Based Pump Industry in Tamilnadu

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.