ISSN (Print) - 0012-9976 | ISSN (Online) - 2349-8846

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Marketing Hand Tools in North America

Marketing Hand Tools in North America Trevor Griffiths Angus Hone THE Draft Fourth Plan (1969-1974) places considerable emphasis on the growth of non-traditional manufactured exports. Machinery, equipment and engineering product exports are projected to grow at 9,5 per cent per year from 1968/69-1980/81 to compensate for the slow growth of traditional exports.1 These exports will inevitably be concentrated in the developed country markets in North America and Western Europe. There is no reason to believe that these high rates of growth arc unattainable provided properly integrated marketing and manufacturing plans are established on a market-by- market and product-by-product basis. However, the record-breaking expans ion of engineering exports during 1967- 1969 was a response to the recession- and was made possible by the revamping of export incentives and a change in manufacturers' attitudes towards overseas selling in East African and West Asian markets. It must be emphasised that the patterns of selling in the developed country markets arc very different from those encountered in the markets that Indian manufacturers have exported to in the past. The problems of long-term market penetration must be considered. The questions of quality control, inspection and delivery dates are more important than many Indian exporters realise. The results of fragmented, low quality selling efforts are often damaging to India's reputation for quality and commercial probity. The solution to many of these problems would be for the relevant Ministries, the Indian Engineering Export Promotion Council, the leading export houses and certain manufacturers to mount a combined long-term marketing plan. The purpose of this note is to show how a long-term marketing plan could be adopted and implemented for the export of Indian handtools in North America, The combined United States and Canadian market for handtools has been estimated as somewhere around $400- 600 million per annum. Imports currently run at $ 40-60 million, principally from Germany, Sweden and the United Kingdom in the quality range and larger quantities in the economy range from Japan, Taiwan and Hong Kong. The market for Indian hand- tools has grown considerably:

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