29 mba rahul varma

Upload: amod-yadav

Post on 05-Apr-2018

226 views

Category:

Documents


0 download

TRANSCRIPT

  • 7/31/2019 29 Mba Rahul Varma

    1/34

    An analysis of preference of stainless steel

    handrail system in Delhi & NCR

    Under guidance of: Prepared by:

    Mr. Nitin Duggal Rahul Varma

    (Territory Manager) FMS BHU(Carl F International Pvt. Ltd.) Roll No: 29

    Mentor- Dr. Ashish Bajpai

  • 7/31/2019 29 Mba Rahul Varma

    2/34

    Industry profile

    Market of stainless steel handrails has been growing veryfast for last many years due to robust infrastructuredevelopment in Delhi and NCR.

    As main component of stainless steel handrail is steel sothis market is affected by fluctuations in steel industry.

    There are many reputed brands who manufacture SShandrails like D line, Jindal steel, Dorma etc.

    There are many local brands also in this market andaltogether these local brands occupy good market share.

  • 7/31/2019 29 Mba Rahul Varma

    3/34

    company profile

    Carl F International Pvt. Ltd. is a Danish Multinational Companyfounded by Carl F Petersen 130 years ago.

    Carl F Petersen started small ironmongery wholesale business inCopenhagen in 1881.

    Now-a-days Carl F has become an international design-orientedcompany.

    Carl F International Pvt. Ltd has got its presence in more than 80countries.

    International production facilities in Denmark, India and England.

  • 7/31/2019 29 Mba Rahul Varma

    4/34

    Product Information

    components in the architectural buildings.

    product range encompass all areas of the building fromentrance to bathroom

    Company mainly deals in stainless steel product of AISI 316 and AISI304.

    Carl F International Pvt. Ltd. has two brands namely:

    1. d line2. Carl F

  • 7/31/2019 29 Mba Rahul Varma

    5/34

    Products of d line and Carl F

    Door Hardware

    Bathroom fittings

    Washroom fittings

    Handrail

    Signs

  • 7/31/2019 29 Mba Rahul Varma

    6/34

    Spigot Fixing

  • 7/31/2019 29 Mba Rahul Varma

    7/34

    Spigot Fixing with mid-rails

  • 7/31/2019 29 Mba Rahul Varma

    8/34

    Side fixing

  • 7/31/2019 29 Mba Rahul Varma

    9/34

    Side fixing with mid-rails

  • 7/31/2019 29 Mba Rahul Varma

    10/34

    Financial analysis

    particulars 2010 2009 2008

    sales 23,60,00,000 22,00,00,000 24,85,00,000

    Net profit/loss -9,58,000 42,46,000 2,18,00,000

  • 7/31/2019 29 Mba Rahul Varma

    11/34

    ratios

    ratio 2010 2009 2008

    Current ratio 2.02 1.77 2.9

    Net profit margin -0.0041 0.028 0.11

    EPS -0.23 1.04 5.31

  • 7/31/2019 29 Mba Rahul Varma

    12/34

    SWOT Analysis

    Infrastructuredevelopment

    Local brands

    High price

    Limitedcustomization

    Quality leaderin market

    big brandname

    S W

    OT

  • 7/31/2019 29 Mba Rahul Varma

    13/34

    Objective

    Primary objective-

    To analyze preference of Stainless Steel handrailsystem in Delhi and NCR.

    Secondary objective-

    To know position of company among its

    competitors.To suggest measures so that company mayincrease its market share.

  • 7/31/2019 29 Mba Rahul Varma

    14/34

    Data collection

    Primary data collected by surveying

    1. Architects

    2. Builders3. Contractors

    4. Interior Designers

    Data collecting tool used: Questionnaire method

  • 7/31/2019 29 Mba Rahul Varma

    15/34

    Sampling technique used

    Non Probability sampling

    Judgment sample: The researcher uses his/herjudgment to select population members who

    are good prospects for accurate information.

    Sample size : 210

  • 7/31/2019 29 Mba Rahul Varma

    16/34

    Nature of firms visited

    175

    23 19

    53

    0

    30

    60

    90

    120150

    180

    210

    Architects builders Contractors Interior

    Designer

    Profession

    Profession

  • 7/31/2019 29 Mba Rahul Varma

    17/34

    Upcoming projects of firms visited

    122

    79

    38

    115

    52

    153

    89

    0

    30

    60

    90

    120

    150

    180

    210

    Sector

  • 7/31/2019 29 Mba Rahul Varma

    18/34

    Response distribution

    18%

    11%

    5%

    17%8%

    24%

    17%

    Sector

    Corporate

    Govt. Ins.

    Airport

    Hotels

    Hospitals

    ResidencesMalls

  • 7/31/2019 29 Mba Rahul Varma

    19/34

    Current Projects of firms visited

    104

    55

    17

    107

    48

    143

    52

    0

    30

    60

    90

    120

    150

    180

    210

  • 7/31/2019 29 Mba Rahul Varma

    20/34

    Response distribution

    20%

    10%

    3%

    21%9%

    27%

    10%

    Corporate

    Govt. InstAirport

    Hotels

    Hospitals

    Residences

    Malls

  • 7/31/2019 29 Mba Rahul Varma

    21/34

    Preferred handrail system in different

    fields

    190180

    192

    160

    176167

    188

    12

    29

    7

    26

    11 13 164 2 3 12 0 14 016

    2135

    74

    14

    59

    17

    0

    30

    60

    90

    120

    150

    180

    210

    Corporate Hotels Hospitals Residence Airport Govt. Inst. Malls

    Stainless Steel Wood Cement Others

  • 7/31/2019 29 Mba Rahul Varma

    22/34

    Customers of firms are conscious

    about-

    76

    138

    159

    15

    0

    30

    60

    90

    120

    150

    180

    210

    Price Aesthetic Product Quality and

    Safety

    Any other

  • 7/31/2019 29 Mba Rahul Varma

    23/34

    Response distribution

    20

    35

    41

    4

    Features

    Price

    Aesthetics

    Product Quality

    Any others

  • 7/31/2019 29 Mba Rahul Varma

    24/34

    Performance of Stainless Steel

    handrails since last three years

    35

    60

    5

    0 0

    Very GoogGood

    Average

    Below Average

    poor

  • 7/31/2019 29 Mba Rahul Varma

    25/34

  • 7/31/2019 29 Mba Rahul Varma

    26/34

    Brands known to firms visited

    61

    82

    32

    47

    37

    4

    44

    0

    30

    60

    90

    120

    150

    180

    210

    Carl F Jindal steel Kich Dorma Ozone Inox Others

  • 7/31/2019 29 Mba Rahul Varma

    27/34

    Brands preferred by the firms

    34

    69

    1018 17

    4

    46

    0

    15

    30

    45

    60

    75

    90

    105120

    135

    150

    165

    180

    195

    210

    Carl F Jindal steel Kich Dorma Ozone Inox Local

  • 7/31/2019 29 Mba Rahul Varma

    28/34

    Rating of Known brands for different

    features

    0

    0.5

    1

    1.5

    2

    2.5

    3

    3.5

    4

    4.5

    Carl F Dorma Jindal Kich Ozone

    Quality

    Service

    Design

    Aesthetics

    Price

    Safety

  • 7/31/2019 29 Mba Rahul Varma

    29/34

    Findings-

    There is good preference of product.

    Market is looking for quality and price is given

    least consideration.

    On one hand maximum numbers of current andupcoming projects is in residential area and on

    the other hand need of more customizedhandrails is there so company can tap this marketby producing more customized products.

  • 7/31/2019 29 Mba Rahul Varma

    30/34

    Continue

    Being a local brand Jindal is more known brandthan Carl F and preference wise also Jindal is atthe top as Carl F is targeting niche market only.

    When it comes to the satisfaction of customersregarding different features of brands, Carl Fsprice is an issue.

    As local brands are able to customize theirproduct they have good market share.

  • 7/31/2019 29 Mba Rahul Varma

    31/34

    Suggestions

    Advertisement and brand promotion as company has changed from D line toCarl F.

    Training for Business executives and marketing executives.

    Cost effective method of production.

    Company must work to find the way by which it can go for more customizationwithout compromising with the quality of products.

    Efficient and proper coordination among different department is very

    important.

    In Delhi there is requirement of showroom where all the products of Carl F canbe displayed.

  • 7/31/2019 29 Mba Rahul Varma

    32/34

    Continue

    Frequency of visit to architects, builders and contractors should be increased.

    try to retain its marketing executives

    after completion of projects feedback of clients should be taken

    Company may consider distributing miniature of products along with thebrochures.

    There may be an agreement between company and contractors where contractorskeep miniatures of companys products in display and in return company givescertain percentage of sales to contractors as commission.

    invent ways by which complexity in installation process may be reduced.

  • 7/31/2019 29 Mba Rahul Varma

    33/34

    Limitations

    Sometimes architects do not reveal actual data regardingbrands as they feared that they may lose their clients if datagets disclosed.

    Time constraints.

    No exact information about prices of other brands.

    Open ended questions were not answered many times.

    Difficulty in getting appointments.

  • 7/31/2019 29 Mba Rahul Varma

    34/34

    Thank you