Marketing of Dillon Control Ltd - Case Study Example

Much of the information was already known by Dillon. However, the research yielded new information such as the estimate of the market potential as well as which applications were worthwhile and which were not. The market estimates were most informative to the company because it was a new market they were venturing into and the estimates were going to help them with making the final decision about the potentiality of profits before making the big move.

c) How effective was the research?
The research was effective as it unveiled from the discharge permits of the two states information about the water and sewage released from the city and municipality. The information the company lacked earlier about the number of pumping stations for the wastewater and their growth rate which was the most important information of all was obtained from the research and this sealed the deal about the market potential in the two states and that the company would make a profit with the move based on these statistics.

d) What were its limitations? Are these significant?
The sample size used was too small and lacked utility managers and engineers from New York only those from Pennsylvania. It, therefore, paid much concentration to the individuals as opposed to the technocrats. In the research, there was also lacked information about the competitors in the business or what their marketing tactics and strategies might be and this was really important information.

2. What are the risks and opportunities?
a) Proceeding with expansion into the US and
There is still much which is unknown about the market in the US and especially whether expansion from these two cities of New York and Pennsylvania is possible or whether it will prove to be a lost cause. The lack of enough information about the competitors is a huge risk because this might lead to Dillon not making enough profit to break even. On the other hand, the US was a new market and many new markets are fairly high on potentiality. Based on the information from Pennsylvania, the computerized system was highly appreciated by the residents and even utility managers and engineers were positive about the new system and were eager to have it as it would save the city costs.
b) Keeping business only in Canada

The lack of growth of the business is one recipe for lack of sustainability which is what Dillon Company was headed if it remained in Canada. The market in Canada was also congested with high competition and the only way to make more profits was to diversify and venture into newer markets. On the other hand, moving from Canada was a change towards the unknown which is risky and especially since not much was known about the new US market.

3. Put yourself in Jac Dillon’s position (You are Jac). Of the 3 choices presented which would you select and why?
Based on the risks of the venturing into US market, the best decision would be to conduct further market research even if it means more costs and additional time which is a serious setback to Dillon. The advantage of this choice is that their research will paint a clear picture and give more affirmative and in-depth information about venturing into the US which is needed more. This will reduce the risks of leaving Canada for the US or settling too quickly in the US in which case both chances may lead to losses and even bankruptcy of the company. Read More