Relevance of Marketing and Appropriate Technology

Abstract

This paper discusses the various factors involved in identification of electronics products that could be profitably manufactured and marketed by small-scale units. The paper emphasizes and discusses in some depth the importance and relevance of two of the major factors involved in such identification viz. (a) marketability of the product(s) to be produced, (b) optimum manufacturing technology.

It is pointed out that certain electronic items may be easily produced by the small-scale industry (i.e. with capital equipment under Rs. 10 lakhs), yet the cost of marketing these in an open market may be prohibitive for a small-scale unit, leading to a non-profit making situation.

Relevance of proper technology selection is emphasized. Heavy capitalisation of knowhow fee, especially in the event of a foreign collaboration or heavy expenditure on R & D to commercialise a laboratory process could be ruinous to a small-scale unit.