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Accurate arc: to grow or not to grow?

Neha Seth (School of Commerce and Management, Central University of Rajasthan, Ajmer, India)
Monica Singhania (Faculty of Management Studies, University of Delhi, New Delhi, India)

Publication date: 25 July 2019


Learning outcomes

The purpose of this paper is to understand the situation of Accurate and then to consider possible options for Accurate to face competition in future. Several opportunities are also linked with certain drawbacks and hence by studying the entire mechanism, the decision makers of Accurate may decide on its future direction and how to go about it.

Case overview/synopsis

Accurate Weld Arc was established in New Delhi in 1993, his son. The company focused on manufacturing wire drawings and selling to niche customer segment. Due to this, they were operating at a modest turnover. At this juncture, the organization took two critical decisions, first, to enter the welding electrodes market which had a bigger target segment, and second, to hire a Marketing Head who conducted an extensive marketing research to recognize the need of customers and to identify differentiating factors for the organization. Later, the company made further investment in middle-gauge welding electrodes and its turnover climbed in the first year. After that, the company had set up a manufacturing unit in Raipur, Chattisgarh which generated huge profit and is now looking forward to spread its wings in other parts of the country.

Complexity academic level

This case may be used for postgraduate students, who are doing their specialization in finance and accounting.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 1: Accounting and Finance



The authors are thankful to Adil Zafar Khan, Aman Bhardwaj and Nishant Gupta, MBA students, 2015-2017 Batch, Faculty of Management Studies, University of Delhi for their valuable contribution to the case.

Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Seth, N. and Singhania, M. (2019), "Accurate arc: to grow or not to grow?", , Vol. 9 No. 2.



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