The adage: ” ‘Trying Times’, for the ‘Weak’, are ‘Crying Times’; for the ‘Strong’ they are ‘Prying Times'”, applies in Punjab, India. The maker of tractors, “Sonalika”, in Hoshiarpur, “pried open, with a ‘crow bar”‘, manufacture and marketing of their fine tractors and received excellent results: Record Sales.
We, in International Business, have seen it time and time again: Manufacturers who look ‘beyond the horizon’, accept conclusions, after their careful analyses, then act decisively. They create better products, offer them at proper ‘price-points’, with aggressive marketing; and, beat their competitors every time! In ‘tight economies’, while consistency of ‘Quality’ will bring forth new ‘lookers’, ‘Realistic Cost’ to customers, will turn them into ‘buyers’. In a “Negative Economy”: a ‘Seller’ must sell, or go out of business; a ‘Buyer’ does not have to buy.
Sonalika Tractors management, obviously put forth its ideation and manufacturing actions, long before, the CV-19 Pandemic. It certainly takes time to source suppliers, build, or have built to specifications, verify quality, then assemble components to create the tractors. While that is occurring, the Marketing/Sales Departments must think of creating ‘Customer Excitement’ for ‘Sizzle Sells’ the products. Where there are no ‘positive’ emotions, there are no purchasers. Obviously Sonalika Tractors personnel accomplished their objectives.
India’s Prime Minister Narendra Modi must be pleased, for Sonalika Tractors are copacetic with his ‘Make In India’ mantra; a economically sound objective. India certainly has: Natural resources for manufacturing; Personnel quite capable; and Quality of culture, which has and will endure.
Reality: Think ahead, Act ahead; then, Look behind, and see your followers.