Market Segmentation: Otisline

OTISLINE

Group D19

NIKHIL CHAUDARY (0248/52)

DILIP KUMAR P (0274/52)

Bharath R (0301/52)

Otis has been the market leader in both sales and service segments. Consider the time when OTISLINE was just being conceived. Why do they need to do anything at all, and that too in the service sector?

It is the service market that attracts many participants as it has high profitability and steady demand. Elevator manufacturers typically retained 60% to 80% of the service contracts of the newly installed elevators. The quality of service provided by the company is what the customers assessed, mainly through the responsiveness to callbacks. OTISLINE adds a lot many features to the servicing of elevators. It improves efficiency and impacts the operations and strategy of the company. The main features OTISLINE brings to the table are

1. It improves the visibility of Otis in the service market.
2. It helps in generating “excess” callback reports for different level of management thus helping in improving the quality of service and concentrating on critical situations
3. It helps in improving the responsiveness which helps in improving the image of the quality of service in the eyes of the customers thus helping in getting more contracts.
4. It improves the reliability of the elevators by helping in spotting the elevator design problems
5. It helps Otis in being more innovative and maintain being the leader in the industry
6. It also helps Otis in improving the customer satisfaction
7. It helps Otis in forming a database through which the service can further be enhanced this having an impact on the sales of the company
8. It affects the Dispatching and Control of Service Mechanics and Marketing
9. It improves the efficiency by tackling the problems which recur often.

These points will help Otis in maintaining their lead in the market and help in expanding their business in the service sector of the industry. OTISLINE is thus needed in the service sector.

Which aspects of the OTIS organization would be affected by OTISLINE, if implemented?  

If OTISLINE is implemented then it will have the following impact on the Otis Organization

1. It will improve the sales of the elevators and reduce the cost of servicing thus improving the profitability of the organization
2. It will improve the image of Otis in the eyes of the customers as OTISLINE will have an effect on the responsiveness thus improving the service quality of the company
3. Implementation of OTISLINE would require training of dispatchers to attend to calls and planning dispatches
4. Lead to centralization of all the call log data thus eliminating manual history logs
5. Increase the number of employees and the budget for service mechanics
6. Increase the market penetration and would give power over other service companies
7. It would also open up further opportunities to tap markets using applications like Remote Elevator Monitoring

What would be the risks associated with OTISLINE?  How did they try to take care of those?

The risks associated with OTSLINE the ways Otis took care of them are as follows

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