Download - 29 Mba Rahul Varma
-
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