JINDI ENTERPRISES

SHUBHENDU SAURABH
1701003231
SECTION A
About Jindi Enterprises

 Chinese company – makes Heat Exchanger Units (HEU)

 Founded by Ma Rui in 1997.
 Generated revenue mainly from Heat Exchanger Units
and HVAC(Heating,Ventilator & AC).
 Competitors – SOE, Yongda and joint ventures.
 SWOT ANALYSIS OF JINDI
Strength:
 Ma had a strong engineering and technical background so he had
 Designed series of heat exchanger units with different capacities.
 Won several national prizes in boiler design.
 Captured the residential and commercial markets.
 Employees were more reliable.
 70% of the sales engineer were university graduates with engineering
background.
 Attractive compensation package.
 Employee benefits- 10%
 Growth: two investors joined Jindi
 Sun Foodstuff Ltd
 Trojan software
Weakness:-
 Zhou Xun former sales manager has left and joined their
competitor Yongda.
 Jindi did not owned any production facilities.
 From 2002, manufacturing was done by a third party.

Opportunities :-

 Expanding into industrial market.

Threats
 Since Zhou has left the company so he can disclose the
jindi’s sales strategy.
 Growing competition.
 Competitor’s products were cheaper, provided good
service, and were financially strong.
 Current Challenges

 SM Zhou, former Sales Manager has resigned and joined its

competitor Yongda.
 Need to hire a new Sales Manager.
 High employee turnover.
 Entering into the industrial market.
 Develop a new sales strategy for industrial market.
Candidate 1:- Hu Bin
 Pros
 Working as sales engineer for Jindi.
 Faithful,reliable,loyal,silent,steady,enthusiasm,easy
going.
 Willing to help,leadership skills.
 Strong technical background
 Cons
 Not a successful sales engineer.
 Too Honest.
Candidate 2:- Bai Dong
 Pros
 Interested in Technological aspect of Jindi products.
 Quick learner, well organized, engaging sales style,
confident.
 Learned from failure(Handling Customers).
 Good rapport with customers.
 Cons
 Interest in entrepreneurship.
 Very young-less experience.
Candidate 3:- Qian Cheng
 Pros
 Youngest engineer to held a post as senior engineer
in architectural design firm.
 General Manager of the decentralized division.
 Smart and diversified in experience.
 Good management training and practical
management experience.
 Cons
 Overqualified.
 Might reallocate in future.
Candidate 4:- LIU Xiaogang

 Pros
 Interpersonal relationship skills.
 His father had friends and students in
architectural firms.
 Cons
 No sales experience.
 Degree in economics –lacks technological
knowledge.
Sales Analysis of Jindi
Year Units Sold Abs Growth %age growth

1997 14 14

1998 27 13 92.85

1999 41 14 51.85

2000 63 22 53.66

2001 87 24 38.09
Lead Conversion:
Percentage

30%

Direct Walk In
Targeted Promotions

70%
Customers:
Percentage

30%

High End Market

Low End Market

70, 70%
Factors of Success
Market High End Low End Industrial

Connections Price Connections

Credibility Delivery References

Geographic Quality
Factors Positioning

Customizations

Customer
Support
 Decision
 Choosing Qian as new sales manager-will
result in distribution of benefits and costs for
all stakeholders .
 Qian has architectural ties .
 Posses Engineering knowledge and
managerial experience .
 Leadership skills in sales
Thank You