CASE STUDY THE BARRY CORPORATION

Presented to Dr. Milind Phadtare Presented by Rahul Sompura (F11028) Rakesh Seela (F11030) SriRam Venkata Rao (F11036)

Company Introduction
The Barry Corporation, A new England manufacturer of shock and vibration control equipment, since 1943.

They produced shock mounting for Navy combat ships , Army land vehicles and vibration isolators for military aircrafts
Mainly concentrated on developing isolators to protect electronic and electrical components from combination of mechanical conditions encountered on military equipment Four types of mountings : 1. 2. 3. 4. 5. Air dampers All metal Rubber in shear Rubber in compression Mix of 3 and 4 types

Case Description
They created a new mounting of sandwich type with 1/4Th thick plates above and below with neoprene rubber in between. This new type of mounting can be used for all heavy equipment requiring good insulation and maximum shock absorption. The company got no direct sales force and so sold 95% of their stocks to manufacturers through manufacturing agents and they made most of their sales to electrical and electronic industries. when this new mounting was introduce to them , it was an alien to electrical and electronic industries

There was nor direct contact with industries / customers to reply for inquires and follow up for product sales.
After acquiring adequate production capacity Mr. Jhonson concentrated on distribution channel

Solutions opted and suggested by company

Mr. Jhonsons distribution channel :
1. Selling direct to machine tool manufactures as original equipment. 2. Selling through machine tool distributors. 3. Selling through industrial supply. One of the Barry executives recommended to have a direct mail advertising and this might be useful in stimulating demand and securing inquiries, and giving technical application data.

SWOT ANALYSIS

Strength

Weakness
Opportunity Threat

STRENGTH
Low mounting cost Maximum utilization of capital cost Maintains of accuracy Reduction of employee fatigue Quality Full sales

Weakness
Production No direct contact with customers Distribution network is not adequate Non technical marketing agents

Opportunity
Life of the product Quality Quantity Product design Price (low)

Threats
Competitors Imitators poor distribution network not able to influence Salesmen were not technically sound

Solution we suggest

Market survey

strategies

Product development

Technical marketing people

Complete technical specifications

Free installation and extended guarantee

Free samples to manufacturers

Communication channel

Increasing price of product