Business Communication

The Market Demand
The company had developed annual demand projections up to 1990. Based on its assessment of market
needs and competitive offerings. The company had projected an annual demand of 60 machines. The
plant had a production capacity of turning out 120 helicopters per annum. As the concept of using
helicopters as an ‘executive transport’ was still to gain momentum, Mr. D’Souza expected an upward
revision in its demand projections. It being the first private sector to manufacture choppers, he did
envisage the problems of market confidence and credibility. However, he thought that the alliance
with a proven US manufacturer and strict quality management could mollify market resistance. In its
task of achieving the export stipulation of 75%, the company had received encouraging enquiries from
several international market centres. Besides the United States, where the Company had a natural
entry advantage, it had been receiving enquiries from Thailand, Japan, Singapore, Turkey, Italy,
Australia and Britain about the product and delivery.
As for the Indian component of sales, Mr. D’Souza had been trying to identify probable users for
both the models. Keeping in view the features, i.e., low price, low operating cost and facility to land

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anywhere, he thought that the two-seater helicopter would be an ideal purchase for the police in traffic
control, disaster relief, hospitals and even news coverage. Already, Delhi Doordarshan and police
departments of two states had evinced their interest in the product. As for the five-seated model,
Mr. D’Souza pinned hopes on company executives who needed to shuttle between factories and
headquarters in different places, and other business trips.