A Case Study of URO Enterprises

Often Entrepreneurs recognise opportunities considering their prior experience and networking as investment capability. Mr Vijay, a technocrat entrepreneur, having over 20 years of design and manufacturing experience started a new venture of URO Enterprises for manufacture of quality disposables for Urological applications in hospitals. Though products were of high quality, the price was higher than the competitors, mainly from abroad. The initial marketing plan, through al/ India distributors, did not fetch benefits. The unit also faced problem of key raw materials procurement due to low batch production and inability to scale up due to slow sales growth.He used internet and networking with suppliers from abroad. He also developed a good working team .But his design and product development overshadowed the marketing planning and efforts required. After four years the unit was at the breakeven level. Vijay wants to grow, increase his production and sales, as well as improve the market share. His present subjective performance and satisfaction levels were gathered. The course of further action has to be recommended to Vijay to reach a growth stage of URO Enterprises