A Project Report On “ “SONALIKA INTERNATIONAL TRACTORS LIMITED ” ” IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA) SUBMITTED TO: SUBMITTED BY: Mr. Surinder Kumar Baldev Singh MBA 1 st Semester Lally Infosys, Regional Center Punjab Technical University Jalandhar
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AProject Report
On
“ “SONALIKA INTERNATIONAL TRACTORS LIMITED ” ”
IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
AWARD OF DEGREE OFMASTER OF BUSINESS ADMINISTRATION (MBA)
SUBMITTED TO: SUBMITTED BY:
Mr. Surinder Kumar Baldev SinghMBA 1st Semester
Lally Infosys, Regional CenterPunjab Technical University Jalandhar
ACKNOWLEDGEMENT
Management study is incomplete without practical experience. Being an
MBA student, we know that creativity and practical both are essential
element of management to take the successful decision. We take this
opportunity to give our sincere thanks to all those people who extended
their wholehearted co-operation and have helped us in completing this
report successfully.
We also take this opportunity to pay our deep gratitude to SURINDER
KUMAR (CLASS INCHARGE) for her theoretical rigor, constructive
criticism as well as supervision and encouragement throughout which
proved invaluable during our report work.
BALDEV SINGH
PREFACE
In today’s world education plays an important role. Now the education system has
been entirely changed from the past. Higher education has expanded fast, and it is mostly
public in nature. India has the potential to become the largest reservoir in the world.
Compared to the situation that the country inherited from the colonial rulers about half a
century ago, these numbers mark a phenomenal expansion of the system.
The report on quality parameters in higher education in India shows how the
higher education system in India grows. The higher education system in India has
constantly striven to build universities as places of culture and of learning open to all and,
above all, reinforcing the theme of learning throughout life.
INTRODUCTION
About the Company
Government Policy
Advertisement and Sale Policy
Promotion policy
ABOUT PROJECT
Marketing Strategy
Marketing Concept
Sales Organization
REVIEW OF LITERATURE
OBJECTIVES OF THE STUDY
METHOD & PROCEDURE
Research
Sample
Tool
Administration of the tool
ANALYSIS & INTERPRETATION OF DATA
CONCLUSION & SUGGESTIONS
QUESTIONNAIRE
BIBLIOGRAPHY
INTRODUCTION
Agriculture is the backbone of the Indian economy. This sector forms
the largest segment at national level for self employment and also provides
lively hood for countless migrant labourers and remain a vital factor of the
nation. Self sufficient program being relentlessly persuade by each five
year plan.
The agricultural sector having progressed from the ox plough stage is now
greatly dependent on modern technological equipments+ supporting
implements to enable boosting of productions wile saving on time ,
manpower and also cultivation. By large tractors for achieving better, faster
and economical industry today .Every organization, to maximize its profits
adopts a well planned marketing strategy which is analyzed every year.
Group Turnover and Projection
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08
Tractor (Nos.) 396 2770 6211 8773 13496 17002
Agriculture
Machinery
(Nos.)
5000 7500 1200 18000 24000 32000
The sales of the Indofarm tractor went on increasing as it is shown in the
graph. The sales in the year 2003-04 was 2770 it increased to 6211 in
year2004-05 and then in 2005-2006 –recorded sales were 8773 .In the
year 2006-07 the sale increased to 13496 much showing the name and the
better quality ,customer satisfaction . The increased technology of
Indofarm Tractors proved to be the most like tractor for every farmer .the
recorded sales in year 2007-08 was 17002.
ORGANIZATIONAL STRUCTURE
CHAIRMAN
MD
J.M.D Marketing
Production R&D Quality Gear Division Engine DGMDivision Division
Market strategy programming, implementation and control. The
organization mission programming and implementation and control
scanning the Broader environment and identifying analyzing market
opportunity understanding and changing marketing environment and the
organization market in turn, provide a basic for developing effective
marketing strategies. The specified target markets are defined, marketing
objectives delineated for each target market and the numerous marketing
programmes decision made.Together these activities make up a marketing
strategy, which is then implemented and controlled. Marketing is being
applied in all type of manufacturing and non-manufacturing organization.
On the ground that all organization have marketing problems that can be
solved by application of market theory and practice. Marketing is designed
to render to specify benefits to its implement first, marketing place and
great emphasizes on measuring the needs and desires to target market.
Second marketing emphasizes the scientific formulation and handling of
activities involving product development, pricing, communication
distribution etc.
Marketing becomes functionally more important as the country becomes
more industrialized. Since person specializes in.
Marketing becomes functionally more important as the country becomes
more industrialized. Since person specializes in producing a particular item
he does not supply directly to himself with many other goods and services
that he needs to sustain life.
This is the point where marketing functions enters the economic process.
As the production efficiency increases it may also indicate that marketing is
urgently need to find ways efficiently and effectively for distribution and
selling the output.
MARKETING STRATEGY
Marketing strategy defines the broad principals by which the business units
expect to achieve its marketing objective in a target market. It consists of
basic decisions on total marketing expenditure. Marketing mix and
marketing allocation. The development and use of marketing strategy can
be relevant for non profitable organizations as well. For them the objective
may be to increase influence, prestige or popularity. The story of the two
universities outlined in the accompanying box is an example of how
marketing strategy can be used by such organizations.
Marketing management must decide what level of marketing expenditure is
necessary to achieve its marketing objectives. Companies typically
established their marketing budget at some conventional percentage of
sales goals. Companies entering a market try to learn what the market
budget to sales ration is for competitors.
Ultimately the company should be analyze the work required to attain a
given sales volume or market share and then cost out this work, the result
is the required marketing budget.
Marketing mix is one of the key concepts in modern market theory. It is the
set of marketing tool that the firm uses to pursuer its marketing objectives
in the target market. The most popularized four factor classification of
marketing mix tool called the four ps: product, price, place and promotion.
Product Orientation
Sales Orientation
Customer Orientation
Sales Management
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
1
1st Stage
2nd Stage
3rd Stage
4th Stage
STAGES OF MARKETING
CUSTOMER ORIENTATION (MARKETING CONCEPT)
Marketing Concept
Marketing System Customer DualInformation Approach Orientation ObjectiveSystem
Functions Of Sales Management
Following are the general functions of sale management:
1. Sale planning and sale policies.
2. Pricing policies and price fixing.
3. Advertising and sales promotion.
4. Scientific salesmanship, management and control of sales force.
5. Marketing research
6. Planning and control of sales operation and control of sales costs.
7. Selection and management of channels of distribution.
8. Branding, packing and labeling.
9. After sale service, if necessary.
10. Integration and co-ordination of each functions.
MODERN SALES MANAGEMENT TRENDS
The outstanding development in sales management since 1960 are
enumerated as follows :
1. Acceptance of marketing concept i.e. customer needs and wants
given top attention.
2. Recognition of importance of planning, and programming of sales.
3. Greater dependence on marketing research.
4. Emphasis on profit performance and not merely on sales volume.
5. More attention on channel choice and channel relations.
6. Special stress on increasing productivity of sales personnel.
7. Decentralisation of sales management.
8. Improved motivation and relation of salesman.
9. Adaptation of managerial approach in selling or marketing.
SALES ORGANIZATION CHART
General sales manager
Assistant sales manager
I II III IVPublicity Sales Distribution Sales OfficeManager Personnel Manager Manager
Manager
1 2 3 4 5 Advertising Merchandising Storage & Despatch Transportthrough Aids (Sales Packing various media Promotion)
1 2 Orders SalesCorrespondence recordsfilling etc. & statistics
Exhibitions Dealers promotion Consumer promotionand showrooms e.g. display material e.g. sample distributionspecial discount premium offers contentssales contest etc. coupon, gift scheme etc.
Importance of sales organization
A sales organization is like a power station sending out energy which is
devoted to the advertising and selling a particular lines and there is
tremendous loss of energy between the power station and points where it
reaches the great necessity of planning, organizing and controlling all
sales efforts through a sound sales organization to prevent wastage in