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Case Study : Bt Technologies ( Btt ) Essay

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Case Summary
BT Technologies (BTT) is an Indian-based company which produces high quality engineering products for several industries such as the automotive and aerospace sectors and the agricultural and construction equipment industries. These products are separated into four separate SBU’s (Strategic Business Units) – which is where BT Technologies’ main sources of income are derived from. These four SBU’s are:
• BT Hydraulics
• BT Metal
• BT Power
• BT Aerospace
Aside from these high quality products, BT Technologies have also created themselves into a “knowledge-based organisation” through their continuous research and development (R&D) efforts. This has helped BTT to become an internationally regarded company not only known for their high quality products used in India and Europe, but also for the supply of their R&D services to high-profile international clients such as General Electric and Volvo Renault.

Current International Marketing Strategies
The current marketing strategies for BT Technologies is fairly simple as they have decided to focus their efforts on select target markets; which consist of the agricultural and industrial sectors with machine tool applications using word-of-mouth promotions.
With the company’s focus on only two market groups, BT Technologies have been able to differentiate themselves from their competitors in their product design and customer service. This is done through giving their clients complete control over the outcome of their

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