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Certificate
I, Mr. Mayank singh certify that the Summer Training Report
(Paper Code MIB-201)
entitled Analysis of Customer Satisfaction in India
International Leather Fair2013
Delhi is done by me and it is an authentic work carried out by
me at ITPO, Pragati
Maidan New Delhi. The matter embodied in this Report has not
been submitted earlier
for the award of any degree or diploma to the best of my
knowledge and belief.
Signature of the Student: Date:
Certified that the Summer Training Report (Paper Code MIB-201)
entitledAnalysis of
Customer Satisfaction in India International Leather Fair2013
Delhi in done by
Ms. Shipra Singhal, Roll No. 0619114313, is completed under my
guidance.
Signature of the Guide Date: Name of the Guide: Ms. Sandeepa
Kaur
Designation: Assistant Professor
Countersigned Director/Project Coordinator
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ACKNOWLEDGEMENT I would like to express my deep gratitude to all
those who helped and guided me throughout the project. I am deeply
indebted to Mr.....Name of director..... For giving me the
opportunity to work on this challenging project and for being the
pillar of strength for me throughout my project lifecycle. I wish
to express my gratitude to Mr. ...Guide name...for his unmatched
guidance, valuable suggestions and for sharing his vast reservoir
of knowledge and experience during the entire life of project.
A very special thanks to all my team members, for giving me an
excellent
environment to work in, without their support this module of
mine would not have been a
success.
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EXECUTIVE SUMMARY
The researcher has taken up the Internship Project on the topic
on Analysis of
Customer Satisfaction in India International Leather Fair2013
Delhi organized at
ITPO, Pragati Maidan New Delhi.
Undertaking this project researchers theoretical knowledge about
level of satisfaction
has been enlightened. The researcher used different parameters
or variables to judge the
level of satisfaction of customers. The researcher worked at
India Trade Promotion
Organization for 7 weeks where he grasps much knowledge about
company as well as
how fair is organized. Involvement at trade shows creates many
benefits for your
company in the marketing world. Here are ten reasons why your
company should invest
in a trade show: Trade shows offer budget friendly solutions to
market your brand and
sell your product. With a simple booth, some technological
accessories and selling
charm, conventions offer simple, inexpensive ways to get your
brand on the market. The
personal interaction offered at trade shows allows you to
establish a direct, more effective
relationship with your client. This relationship is valuable in
the future as you maintain a
connection, thrive off of their business and network through
other clients. You can
establish a client base through business cards or compiling
email lists. A one time
meeting at a show could result in year round marketing for you
and your client.
Personally handing out brochures, verbally explaining the
product and offering
promotional products increases customer awareness about your
company. This awareness
could last all year if you continue promotional contact and
maintain a client relationship.
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CHAPTER-1
PROFILE OF THE COMPANY
1.1 Introduction of The Organisation:
INDIA TRADE PROMOTION ORGANISATION
ITPO, the premier trade promotion agency of the Ministry of
Commerce & Industry,
Govt. of India is committed to showcase excellence achieved by
the country in diverse
fields especially trade and commerce.
ITPO has an extensive infrastructure as well as marketing and
information facilities that
are availed by both exporters and importers. ITPO's overseas
offices assist buyers seeking
information relating to sourcing products from India. ITPO's
overseas offices at New
York, Frankfurt, Tokyo" Moscow and Sao Paulo are pursuing
opportunities for
enhancement of India's trade and investment.
ITPO manages India's only world class exhibition complex which
is being renovated,
modernized and upgraded from time to time to keep it in a high
standard of fair-
worthiness. Spread over 149 acres of prime land in the very
heart of India's capital and
bustling mega polis, New Delhi, Pragati Maidan offers 62650 sq.
meters of covered
exhibition space in 17 halls besides 10,000 sq. meters of open
display area. New halls
have been added recently. ITPO has an extensive infrastructure
as well as marketing and
information facilities that are availed by both exporters and
importers.
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Table no.1.1: Details of ITPO
Name of the organization India Trade Promotion Of
Organization
Address Pragati Bhawan, Pragati Maidan, New Delhi-110001
Tele fax 91-11-23371492, 23371493
Telephone 91-11-23371540 (EPABX)
Website http://www.indiatradefair.com
E-mail [email protected]
Type Government Organization.
Industry Services Industry(Trade promotion)
Headquarter Delhi
Regional Offices
a) MUMBAI
b) BANGALORE
c) KOLKATA
d) CHENNAI
Logo of organization
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1.2 NATURE OF THE ORGANIZATION
ITPO provides a wide spectrum of services to trade and industry
and acts as a catalyst for
growth of India's trade. ITPO approves holding of international
trade fairs in India and
regulates holding of various expositions in India primarily to
avoid any duplication of
efforts while ensuring proper timing. It manages India's world
class exhibition complex
which is constantly upgraded to keep it in a high standard of
readiness. Spread over 149
acres of prime land in the heart of India's capital, New Delhi,
Pragati Maidan offers about
61,290 sq. mtrs. of covered exhibition space in 16 halls,
besides 10,000 sq. mtrs. of open
display area. The state-of-the-art exhibition halls have
enhanced the appeal of Pragati
Maidan as the ideal center for an increasing number of fair
organizers and business
visitors from different parts of the world.
The Chennai Trade Centre which addresses a long-felt need for a
permanent and modern
exhibition venue in Tamil Nadu has already emerged as a hub of
trade-related activities
in the region. During the year 2006-07, CTC hosted 49 trade
fairs and 85 conventions
related programmers.
Likewise, the formal commissioning of the Trade Centre Bangalore
(TCB), at Whitefield
on September 20, 2004 as a joint initiative of TPO and the
Karnataka State Industrial
Area Development Board, is the harbinger of an added impetus to
trade promotion
through fairs, exhibitions and associated activities of the
State and Southern region.
During 2006-07, TCB hosted 21 trade-related events.
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On the advice of Department of Commerce, ITPO has been
coordinating the construction
of an exhibition-cum-trade complex 'North East Trade Centre' at
Sarusajai, Guwahati
under 'Assistance to Sates for Developing Export Infrastructure
and Allied Activities
(ASIDE)' Scheme, for facilitating trade in North-Eastern States.
Spread over an area of
10 acres on the NH-37; the constructed exhibition complex under
Phase-I of
development, consists of three fully air-conditioned halls of
800 sq.mtrs. each entrance
lobby and plaza, mini convention-cum-conference room in a total
plinth area of 8,700 sq.
mtrs.
ITPO is also providing assistance to State Governments in
setting up Regional Trade
Promotion Centers (RTPC) in various State's Capital and major
cities. Initiatives have
been taken by ITPO for establishing Trade Fair Complexes and
Convention Centers at
Kolkata (West Bengal), Bhopal (Madhya Pradesh) and Sri nagar
(Jammu & Kashmir), in
close association by the State Governments and Industrial
Development
Corporations/Boards of these States.
The identification and selection of overseas fairs is based on
the opportunities that these
exhibitions offer to Indian exporters. ITPO extends a variety of
facilities to participants
including market information, publicity and visitor promotion,
design and display
inputs, freight handling and clearing and insurance of cargo.
ITPO has an extensive
infrastructure as well as marketing and information facilities
that are availed by both
exporters and importers. ITPO's overseas offices assist buyers
seeking information
relating to sourcing products from India.
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1.3 Companys Vision & Mission
1.3.1 Mission
To strive to be the pre-eminent trade promotion organization of
India and as such to
promote, facilitate, encourage and coordinate various activities
and programmers which
would enhance India's share in international trade and
contribute in maximizing the
country's foreign exchange earnings through the instrument of
trade in goods and
services.
a) Corporate Objectives of ITPO are:
i. To organize and participation in international trade fair
& exclusive Indian
trade related exhibitions abroad.
ii. To organize international & national trade fairs in
India.
iii. To organize trade development and promotion through
specialized
programmes such as buyer-seller meets contact promotion
programmes,
promotion through department Stores, exchange of business
delegation etc.
iv. To assist the technically competent unit in product
development & adaptation.
v. To coordinate programmers of trade delegation.
vi. To encourage and involve medium scale & small scale
industrial units in
export promotion efforts.
vii. To provide trade promotion and trade fair related
information services on
modern lines.
viii. To conduct in-house and need based research on trade and
export promotion.
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ix. To enlist the involvement and support of the state
government in the
promotion of Indias foreign trade.
x. To promote establishment of facilities for holding trade
fairs in state capitals
or other suitable locations, wherever possible, in consultation
with state
government concerned.
xi. To disseminate trade information.
1.3.2 Vision
In furtherance of above, the strategy during the year would
specifically focus on the
following:
i. To create modern infrastructure for dissemination of trade
information.
ii. To focus on human resource development for developing
professional skills.
iii. To organize export promotion seminars in the regional
centers in the country.
iv. To develop tools for system improvement to enable ITPO
become a premier
trade promotion organization.
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1.4 Product Range Of The Organization
Engineering items
S.NO Product group code
1 Automotive Ancillaries & Accessories 01
2 Bi-cycle Components & Accessories 02
3 Builders' Hardware 03
4 Castings 04
5 Industrial Machinery & Parts 05
6 Diesel Engines 06
7 Electronic Equipments & Components 07
8 Electrical Equipment & Accessories 08
9 Forgings 09
10 Fluid Systems 10
11 Hand Tools & Garden Tools 11
12 Industrial Fasteners 12
13 Medical Instruments 13
14 Machine Tools & Accessories. 14
15 Mopeds & Motorcycles 15
16 Sewing Machines 16
17 Agricultural Machinery 17
18 Computer Software & Hardware 18
Table no. 1.2 Product Range of the organization
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The Main Activities & Services of ITPO are as follows:-
i. Managing the extensive trade fair complex, Pragati Maidan in
the heart of
Delhi.
ii. Organizing various trade fairs and exhibitions at its
exhibition complex in
Pragati Maidan and other centers in India.
iii. Facilitating the use of Pragati Maidan for holding of trade
fairs and exhibitions
by other fair organizers both from India and abroad.
iv. Timely and efficient services to overseas buyers in vendor
identification,
drawing itineraries, fixing appointments and even accompanying
them where
required.
v. Assisting Indian companies in product development and
adaptation to meet
buyers requirements.
vi. Organizing Buyer-Seller Meets and other exclusive India
shows with a view to
bringing buyers and sellers together.
vii. Organizing India Promotions with Department Stores and Mail
Order Houses
abroad.
viii. Encouraging small and medium scale units in export
promotion efforts.
ix. Conducting in-house and need-based research on trade and
export promotion.
x. Enlisting the involvement and support of the State
Governments in India for
promotion of India's foreign trade.
xi. Trade information services through electronic accessibility
at Business
Information Centre.
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1.5 Size of ITPO
The number of employees in year of 2010-11 was 930 where the net
income was 1640.8
(million) and revenue was 775.7. As per increases in no of
employees year of 2011-12
was 989 and net income was 1830.3 (million) and revenue was
3365.8 .In the year of
2012-2013 Net income increase to 1830.3 (million) in year of
2012-13 the no. of
employees was 1054 and the revenue was 3737.9.
In ITPO, the no. Of employees for the year
Table no.1.3 Manpower in ITPO
.
Year No. Of Employees
2010-11 930
2011-12 989
2012-13 1054
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1.6 Organisational Structure of the Company
Fig 1.1 Organization Structure Of ITPO
Chairperson & Managing Director
Smt .Rita Menon
Executive Director Shri Malay Shrivastava
Deputy Manager Smt. Jasdeep
Kaur
General Manager Shri Vikram
Sahgal
General Manager Shri Dalel Singh
General Manager Shri S.K Sharma
General Manager Shri Arun Chandra
Deputy General Manager
Shri Abhijit Basu
Deputy General Manager
Shri S.M.Lodha
Deputy General Manager
Shri D.S.Rawat
Deputy General Manager
Shri Y.K.Sharma
Manager Shri Hitesh Sethi
Deputy Manager
Shri Azam Khan
Deputy Manager
Shri S.U.Siddiqi
Deputy Manager Shri Anoop Kumar
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1.7 Market share and Position of the organization
Present share of India and exhibitor industry is about Rs.1100
(crores) and it is going at
the rate of about 15% annually.
As an organizer ITPOS share in the trade and an industry in
India is about 10%. As an
venue provider ITPOs share should be about 40%. About 600
exhibitions takes place out
of which about 100 exhibitions are organized in Pragati Maidan.
In terms of number of
fairs held in Pragati Maidan has about 15-16% of the market
share in India.
1.8 Present Leadership
Designation Name of the Person
Chairperson & Managing Director
Smt .Rita Menon
Executive Director
Shri Malay Shrivastava
General Manager
Shri S.K Sharma
Manager
Shri Hitesh Sethi
Deputy Manager
Shri S.U.Siddiqi
Table no.1.4 Present leadership of ITPO
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1.9 Source of Data Collection
Data collection is a term used to describe a process of
preparing and collecting data - for example as part of a process
improvement or similar project. The purpose of data collection is
to obtain information to keep on record, to make decisions about
important issues, to pass information on to others. Primarily, data
is collected to provide information regarding a specific topic.
i. Primary sources:
(a) Questionnaire: - Questionnaires are used to collect primary
data. Questionnaires should be designed to be as simple and clear
as possible, with targeted sections and questions. Most
importantly, questionnaires should also be as short as possible. If
the questionnaire is being given to a sample population, then it
may be preferable to prepare several smaller, more targeted
questionnaires, each provided to a sub-sample. Questionnaires, like
interviews, can contain either structured questions with blanks to
be filled in, multiple choice questions, or they can contain
open-ended questions where the respondent is encouraged to reply at
length and choose their own focus to some extent. Secondary Data
used in the report includes various publications of the central
& state governments, technical & trade journals, books,
magazines & newspapers, reports & publications of foreign
trade fair organisers,reports prepared by research scholars,
universities, economists etc in different fields, data provided by
the Fairs Division of ITPO & annual reports of Trade
Associations.
ii. Secondary sources:
(a) Guidelines of the organization from the website:
www.itpoindia.com
(b) ITPO employees help us to arrange the information like size
of the organization,
product range & structure of the organization.
(c) Policies of organization from guideline.
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CHAPTER-2
Theoretical Prospective
Prospect Theory explains that the risk preferences of
individuals are dependent on
whether they perceive their options as either gains or losses
with regards to their current
situation .The theory of comparative advantage suggests that a
country should specialize
in producing those goods that it can produce most efficiently,
while buying goods that it
can produce relatively less efficiently from other countries.
Furthermore, the theory
suggests that opening a country to free trade stimulates
economic growth, which creates
dynamic gains from trade. Therefore, it would follow that if
low-wage countries can
make certain products more efficiently than high wage countries,
the low wage countries
should produce and export those products. While trade barriers
may protect workers and
companies, they are a short-term fix at best. Moreover, by
protecting industries, the
government is not encouraging companies to become more
efficient. Instead, they are
promoting inefficiency. Consumers lose out because they have
higher prices and less
choice. The principle tenant of mercantilism is that a country
should maintain a trade
surplus, even if that means that imports are limited by
government intervention. This
policy is bankrupt for at least two reasons. First, it is
inconsistent with the general notion
of globalization, which is becoming more and more prevalent in
the world. A policy of
mercantilism will anger potential trade partners because it will
exclude their goods from
free access to the mercantilist countrys markets. Eventually, a
country will find it
difficult to export if it imposes oppressive quotas and tariffs
on its imports. Second,
mercantilism is bankrupt because it hurts the consumers in the
mercantilist country. By
denying its consumers access to either cheaper goods from other
countries or more
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sophisticated goods from other countries, the mercantilist
countrys ordinary
consumers suffer. From a profit perspective, it makes sense for
a firm to disperse its
various productive activities to those countries where,
according to the theory of
international trade, they can be performed most efficiently.
Being a first mover can have important competitive implications,
especially if there are
economies of scale and the global industry will only support a
few competitors. Firms
need to be prepared to undertake huge investments and suffer
losses for several years in
order to reap the eventual rewards. In its purest sense,
mercantilism is a bankrupt theory
that has no place in the modern world. The principle tenant of
mercantilism is that a
country should maintain a trade surplus, even if that means that
imports are limited by
government intervention. This policy is bankrupt for at least
two reasons. First, it is
inconsistent with the general notion of globalization, which is
becoming more and more
prevalent in the world. A policy of mercantilism will anger
potential trade partners
because it will exclude their goods from free access to the
mercantilist countrys markets.
Eventually, a country will find it difficult to export if it
imposes oppressive quotas and
tariffs on its imports. Second, mercantilism is bankrupt because
it hurts the consumers in
the mercantilist country. By denying its consumers access to
either cheaper goods
from other countries or more sophisticated goods from other
countries, the mercantilist
countrys ordinary consumers suffer. There are at least three
main implications of the
material discussed in this chapter for international businesses:
location implications, first-
mover implications, and policy implications.
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SWOT is an acronym for strength, weakness, opportunities and
threats.
By definition Strength (S), Weakness (W) is considered to be
internal factors over which
you have some measure of control. Also, by definition,
Opportunities (O) and threats (T)
are considered to be external factors over which you have
essentially no control.
SWOT analysis is the most renowned tool of audit and analysis of
the overall strategic
position of the business and its environment. Its key purpose is
to identify the strategies
that will create a firm specific business model that will best
align an organizations
resources and capabilities to the requirements of the
environment in which the firm
operates. In other words, it is the foundation for evaluating
the internal potential and the
limitations and the probable/likely opportunities and threats
from the external
environment. It views all positive and negative factors inside
and outside the firm that
affect the success. A consistent study of the environment in
which the firm operates helps
in forecasting/predicting the changing trends and also helps in
including them in the
decision-making process of the organization.
2.1 Boston Consulting Group Matrix Model
Boston Consulting Group (BCG) Matrix is a four celled matrix (a
2 * 2 matrix)
developed by BCG, USA. It is the most renowned corporate
portfolio analysis tool. It
provides a graphic representation for an organization to examine
different businesses inits
portfolio on the basis of their related market share and
industry growth rates. It is a two
dimensional analysis on management of SBUs (Strategic Business
Units). In other
words, it is a comparative analysis of business potential and
the evaluation of
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environment. According to this matrix, business could be
classified as high or low
according to their industry growth rate and relative market
share.
i) Relative Market share:
One of the dimensions used to evaluate business portfolio is
relative market share.
Higher corporate market share results in higher cash returns.
This is because a firm that
produces more, benefits from higher economies of scale and
experience curve, which
results in higher profits. Nonetheless, it is worth to note that
some firms may experience
the same benefits with lower production outputs and lower market
share.
ii) Market growth rate:
High market growth rate means higher earnings and sometimes
profits but it also
consumes lots of cash, which is used as investment to stimulate
further growth.
Therefore, business units that operate in rapid growth
industries are cash users and are
worth investing in only when they are expected to grow or
maintain market share in the
future.
The analysis requires that both measures be calculated for each
SBU. The dimensions of
business strength, relative market share, will measure
comparative advantage indicated
by market dominance. The key theory underlying this is existence
of an experience curve
and that market share is achieved due to overall cost
leadership.
BCG matrix has four cells, with the horizontal axis representing
relative market share and
the vertical axis denoting market growth rate. The mid-point of
relative market share is
set at 1.0. If all the SBUs are in same industry, the average
growth rate of the industry is
used. While, if all the SBUs are located in different
industries, then the mid-point is set
at the growth rate for the economy. Resources are allocated to
the business units
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according to their situation on the grid. The four cells of this
matrix have been called as
Stars, Cash Cows, Question marks and Dogs. Each of these cells
represents a particular
type of business.
10 x 1 x 0.1 xs
Figure 2.1: BCG Matrix
2.11 Stars:
Stars operate in high growth industries and maintain high market
share. Stars are both
cash generators and cash users. They are the primary units in
which the company should
invest its money, because stars are expected to become cash cows
and generate positive
cash flows. Yet, not all stars become cash flows. This is
especially true in rapidly
changing industries, where new innovative products can soon be
outcompeted by new
technological advancements, so a star instead of becoming a cash
cow, becomes a dog.
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2.12 Cash cows:
Cash cows are the most profitable brands and should be milked to
provide as much
cash as possible. The cash gained from cows should be invested
into stars to support
their further growth. According to growth-share matrix,
corporate should not invest into
cash cows to induce growth but only to support them so they can
maintain their current
market share. Again, this is not always the truth. Cash cows are
usually large
corporations or SBUs that are capable of innovating new products
or processes, which
may become new stars. If there would be no support for cash
cows, they would not be
capable of such innovations.
2.13 Question marks:
Question marks are the brands that require much closer
consideration. They hold low
market share in fast growing markets consuming large amount of
cash and incurring
losses. It has potential to gain market share and become a star,
which would later become
cash cow. Question marks do not always succeed and even after
large amount of
investments they struggle to gain market share and eventually
become dogs. Therefore,
they require very close consideration to decide if they are
worth investing in or not.
2.14 Dogs:
Dogs hold low market share compared to competitors and operate
in a slowly growing
market. In general, they are not worth investing in because they
generate low or negative
cash returns. But this is not always the truth. Some dogs may be
profitable for long period
of time, they may provide synergies for other brands or SBUs or
simple act as a defense
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to counter competitors moves. Therefore, it is always important
to perform deeper
analysis of each brand or SBU to make sure they are not worth
investing in or have to be
divested.
a) Advantages of the matrix:
i. Easy to perform;
ii. Helps to understand the strategic positions of business
portfolio;
iii. Its a good starting point for further more thorough
analysis.
b) Limitations of Matrix:
i. Business can only be classified to four quadrants. It can be
confusing to classify
an SBU that falls right in the middle.
ii. It does not define what market is. Businesses can be
classified as cash cows,
while they are actually dogs, or vice versa.
iii. It does not include other external factors that may change
the situation
completely.
iv. Market share and industry growth are not the only factors of
profitability. Besides,
high market share does not necessarily mean high profits.
v. It denies that synergies between different units exist. Dogs
can be as important as
cash cows to businesses if it helps to achieve competitive
advantage for the rest of
the company.
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2.2 Strengths, Weakness, Opportunities & Threats
Table 2.2 SWOT Analysis of ITPO
2.21 STRENGTHS
a) Spread over 149 acres of prime land in the heart of Indias
capital, New Delhi
b) Offers about 61,920 sq mtrs. Of covered exhibitions space in
18 halls, besides
10,000 sq mtrs. of open display area.
c) Wide Infrastructure as well as marketing & information
facilities that are availed
both by exporters & importers.
d) Numerous facilities & services provided under one
roof
i. Exhibitions halls: - India Trade Promotion Organization has
18
exhibitions halls with 61,920 sq mtrs. area.
Strengths:-
a) Large space
b) Modern Infrastructure
c) Strong support of GOI
Weakness:-
a) Coordination among different dept.
b) Improper manpower planning &
management
Opportunities:-
a) External trade
b) Trade potential in underdeveloped
markets
Threats:-
a) Global slowdown
b) Private trade fair organizes
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ii. Conference halls & auditorium: - Separate conference
halls & auditorium
for business meeting.
iii. Banks: - There are 3 banks in the premises of ITPO which
mainly work
for ITPO.
e) Experienced manpower in trade fair industry.
f) Strong support of Government of India & its other bodies:
- India Trade
promotion Organization is directly supported by GOI.
g) Trade fairs & exhibitions are its area of specialization:
- Large space and easy to
reach is very important strength of ITPO.
h) Only government body that focuses on trade fair industry on a
large scale in India.
i) Sound financial base & adequate reserves.
2.22 WEAKNESSES
a) Obsolete & outdated as compared to global standards: The
infrastructure of ITPO is
outdated it needs to be for better competitive advantage.
b) Lack of congenial professional working environment: Some
employees are not fulfils
their responsibility properly.
c) Lack of coordination among different department: Coordination
among different
department which result in delaying of work.
d) Red tapism & Bureaucracy: All the work is based on paper
which takes time.
e) Improper manpower planning & management: Work done by
administration
department is not proper.
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f) Lack of moral and motivation.
g) Inappropriate compensation management.
2.23 Opportunities
a) Increased focus of government on external trade.
b) Recognition of India as a major emerging economy.
c) Upcoming trade potential in underdeveloped markets.
d) Scope of joint venture with global leader in exhibition
industry.
e) A number of branded exhibition shifting to India.
2.24 Threats
a) Volatile Market: - Market is volatile in nature people demand
for change.
b) Global showdown: - The growth is slow in the economy
therefore fewer exhibitors are
interested for participation.
c) A number of upcoming private trade fair organizer both from
India & abroad.
d) Number of upcoming exhibition centers in India i.e NCR region
& other metros
examples Chennai, Bangalore and Delhi.
2.3 Position of ITPO in BCG matrix model
India trade promotion organization is at the position of STAR.
This is because of the
fact, that it has high market growth rate but high relative
market share. Thus, the
researcher would suggest the company to generate much more
revenue out of the infused
capital. This can be done in various ways as follows:-
a) Injection and proper utilization of sufficient capital.
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26
b) Glowing && development its core area such as
marketing.
c) Enhancing the standard of training & development for the
employees working at
Various levels of management
d) Maintaining effective and efficient benchmarks in order to
compete in the best way
possible.
2.4 Best Practices/USPs (Unique Selling Preposition) of the
Firm/Company
a) Marketing
The company comes up with an innovative fair(s)/Exhibition(s) at
regular
intervals of time. Moreover the company is very much stable in
promoting its
fair(s)/Exhibition(s) to its clientele through various channels.
Also, the company is highly
competitive in charging the reasonable amounts from its
clientele which is both attractive
and competitive.
b) Finance
The company is always ready with reserves in order to grow and
develop itself in
the best way possible.
c) Customer Relationship Management
The company is very much prompt in providing the after sale
service to its
customers as and when required.
d) The company is highly competitive in nature. This can be seen
by the fact, that the
company continuously observes the strategies formed by its rival
companies and always
comes up with counter strategies.
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e) The company allows its workforce to provide their views,
thoughts, opinions etc in
various decision making processes which ultimately supports the
company to cater its
clientele in the best way possible.
f) The company always tries its level best to come up with an
innovative product at
regular intervals of time so as to achieve a competitive edge
over its competitors.
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28
CHAPTER-3
OBJECTIVE AND SCOPE
3.1 Objective of the study
a) To study the process and procedures for participation in
overseas trade fair by
ITPO.
b) To define all the activities involved in planning of overseas
fairs and attempt a
pert chart for timely execution of these activities.
Well, because we go every year. If thats your answer to the
question of why youre
attending a particular trade show, then its definitely time to
re-evaluate your trade show
objectives. Trade shows are expensive and consume a lot of time
and energy, so its
important to establish valid, meaningful and measurable
objectives prior to committing to
any events. Objectives help maintain focus during the entire
design, implementation,
participation and evaluation stages, and perhaps most
importantly can improve your
return on investment at a show.
There are three key types of objectives you can apply to your
trade show marketing
program: communications, quantifiable, and logistical goals.
Look at each of these
objectives, and see how many youd like to apply to your own
trade show strategy. With
proper research these goals can be measured and/or evaluated,
and can provide a target of
success against which future trade show participation can be
compared.
Communication Objectives Awareness, Perception and
Positioning
Establish or enhance company awareness, credentials and/or
capabilities
Create, change or reinforce your companys position
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29
Affect general perceptions of your company, product and/or
service
Promote a specific message such as The Total Solution For All
Your Widget
Needs
Distinguish your company from the competitors
Introduce a new product, service or capability
Enter a new market
Quantifiable Objectives Measured By The Numbers
Total number of cool, warm and hot prospects
Identify and recruit new employees for the company
Total attendance compared to previous years
Establish qualified leads
Conduct market research such as industry trends and surveys to
test perceptions
Generate revenue in sales
Identify new distributors, suppliers and representatives for
your product or service
Increase sales with your existing customers
Identify and recruit new partners
Meet with key decision makers of your current clients
Logistical Objectives What Happens On The Floor
Get press or publicity
Gather information about your competition
Opportunities to speak at a conference track
Demonstrate support for your industry
Attract attention from attendees who are unfamiliar with your
company
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30
Promote excitement and activity in the vicinity of your
booth
Generate desirable traffic flows
Demonstrate equipment, products or specific solutions at your
booth
How many items have you checked off? There are many reasons for
participating in a
trade show, but attending because its a habit or because theres
cool stuff on the exhibit
floor are not smart trade show objectives. Developing a list of
trade show objectives will
help your company decide which shows to attend, and validate
your decision whether to
continue exhibiting at shows youve attended in the past.
Objectives provide some much-
needed direction during the entire trade show planning process,
and when measured and
analyzed can help determine your return on investment. So in
case youve forgotten your
reasons for exhibiting at a trade show, use the list above to
re-focus and re-evaluate.
3.2 Scope of the study
With reference to the above objective, the scope of the study is
as follows-:
To Conduct a survey on 52 respondents participate in India
International Leather Fair
2013 Delhi in order to know the satisfaction level during the
fair and how much the fair is
successful as compare to last year. For this purpose, data was
collected through a
questionnaire. Exhibitions provide a unique networking platform
to both Indian and
foreign participants. They help in promotion, marketing and
publicity efforts of
participating companies. Exhibitions lead to joint ventures,
tie-ups and they also help
bring in investment in the Country", says Dr. Amit Mitra,
secretary general, FICCI.
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31
As a reliable media for exchange of information, exhibitions are
being globally
recognized as the apt medium for doing business today. In the
words of Prem Behl,
Chairman and MD, Exhibitions India Group, "The current economic
slowdown is the
ideal time for the industry to showcase its presence on
exhibition floor as the industry is
very much in a position to reinforce its tenacity, strength and
collaborative nature.
In fact, in tough market conditions, it becomes all the more
imperative for all businesses
to show greater visibility, strong fundamentals and continuation
of businesses. The
platform is ideal for exhibitors to nurture the trust and
confidence across the supply
chain."
Agrees Udo Schuertzmann, MD, Messe Duesseldorf India Pvt. Ltd,
"Exhibitions and
conferences bring all the potential buyers at a single platform
wherein they have an
access to entire gamut of products and technologies. The tools
of the exhibition industry
like live demonstration, product launches, touch and feel of the
product, networking
opportunities, etc., all further foster sales.
Fairs had little impact on business activity till mid-seventies
but with the amalgamation
of Directorate of Exhibitions, Indian Council of Trade Fairs and
India International Trade
Fairs Organisation, the Trade Fair Authority of India (TFAI) was
formed in March 1977
as an acceptance of the role of fairs and exhibitions in
promoting trade and industrial
activity.
What followed was a number of fairs organized in Pragati Maidan
during the period
1977-1992. The advent of liberalization saw a new development to
further enhance the
productivity of fairs; the Trade Development Authority was
merged with the TFAI to
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32
form India Trade Promotion Organisation in early 1992. The step
catapulted the fair
industry to the new levels of excellence.
Among other benefits, these fairs provide the business houses
and individuals a face to
face meeting point, which is seen as a perfect cost effective
means for achieving trade
objectives. According to Gaurav Marya, President, Franchise
India Holding Ltd, "The
scope of exhibition becomes more important as face to face
meetings with target
audience provide an opportunity for businesses to meet new
buyers in person and also
renew their contracts with existing buyers." The major players
in the interactive media
like ITPO, CII, FICCI, ASSOCHAM, IMTMA, IPPAI, Exhibition India,
Franchise India
Holding, INTERADS, Services International, Images Multimedia,
TRIUNE, Zak Trade
Fair, REED Exhibition, The Times group, Bharat Exhibition, Fair
Design, TIE, Expo
Media, Tafcon Projects, Media Expo, Garment Tech, etc., organize
international events
on a mammoth scale, the effort needs to be compounded to harness
the benefits in future
as India is being seen as the next big thing in the coming
decade.
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33
Chapter-4
Research Methodology
Research methodology is a way to systematically solve the
research problem. It not only
involves research methods but also considers the logic behind
the methods we use in
context of our research study and explain why we are using a
particular method or
technique and why we are not using others. Thhe organization
trades with concern for the
social, economic and environmental well-being of marginalized
small producers and does
not maximize profit at their expense. It is responsible and
professional in meeting its
commitments in a timely manner. Suppliers respect contracts and
deliver products on
time and to the desired quality and specifications.
Fair Trade buyers, recognizing the financial disadvantages
producers and suppliers face,
ensure orders are paid on receipt of documents and according to
the attached guidelines.
For Handicraft FT products, an interest free pre-payment of at
least 50 % is made on
request. For Food FT products, pre-payment of at least 50% at a
reasonable interest is
made if requested. Interest rates that the suppliers pay must
not be higher than the buyers
cost of borrowing from third parties. Charging interest is not
required.
Where southern Fair Trade suppliers receive a pre payment from
buyers, they ensure that
this payment is passed on to the producers or farmers who make
or grow their Fair Trade
products.
Buyers consult with suppliers before canceling or rejecting
orders. Where orders are
cancelled through no fault of producers or suppliers, adequate
compensation is
guaranteed for work already done. Suppliers and producers
consult with buyers if there is
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34
a problem with delivery, and ensure compensation is provided
when delivered quantities
and qualities do not match those invoiced.
The organization maintains long term relationships based on
solidarity, trust and mutual
respect that contribute to the promotion and growth of Fair
Trade. It maintains effective
communication with its trading partners. Parties involved in a
trading relationship seek to
increase the volume of the trade between them and the value and
diversity of their
product offer as a means of growing Fair Trade for the producers
in order to increase
their incomes. The organization works cooperatively with the
other Fair Trade
Organizations in country and avoids unfair competition. It
avoids duplicating the designs
of patterns of other organizations without permission.
Fair Trade recognizes, promotes and protects the cultural
identity and traditional skills of
small producers as reflected in their craft designs, food
products and other related
services. A fair price is one that has been mutually agreed by
all through dialogue and
participation, which provides fair pay to the producers and can
also be sustained by the
market. Where Fair Trade pricing structures exist, these are
used as a minimum. Fair pay
means provision of socially acceptable remuneration (in the
local context) considered by
producers themselves to be fair and which takes into account the
principle of equal pay
for equal work by women and men. Fair Trade marketing and
importing organizations
support capacity building as required to producers, to enable
them to set a fair price.
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35
Chapter-5
DATA COLLECTION AND DATA PRESENTATION
5.1 Data Collection
5.1.1 Marketing Department
The Marketing Department manages all matters related to the
marketing of ITPO's
permanent exhibition complex, Pragati maidan in New Delhi to
outside organizers
of international and national fairs. It is also responsible for
clearing of the holding
of international fairs by outside organizers anywhere in India.
This department is
further responsible for organizing all ITPO's international and
national fairs, except
those related to the Leather industry, in India outside New
Delhi.
Spread over 123 acres of prime land in the heart of India's
capital, New Delhi, Pragati
Maidan offers about 61,290 sq. mtrs. of covered exhibition space
in 16 halls, besides
10,000 sq. mtrs. Of open display area. The state-of-the-art
exhibition halls have enhanced
the appeal of Pragati Maidan as the ideal center for an
increasing number of fair
organizers and business visitors from different parts of the
world.
September to March is the most sought after period for
organizing fairs and exhibitions at
Pragati Maidan. A special discounted rate of licence fee for
holding exhibitions during
the lean Period from 16th March to September is offered by
ITPO.
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36
5.1.2 Human Resource Department
Guidelines on reservation in services are complied within the
ITPO. Liaison Officers
have been nominated to look after the interest of employees
belonging to SCs/STs
and OBCs. In every Departmental Promotion/Selection Committee
meeting, an officer of
appropriate level belonging to SC/ST category is associated.
The provisions, relating to reservation in posts/services for
disabled persons, In the
Persons with Disabilities (Equal Opportunities, Protection of
Rights and Full
Participation) Act, 1995 are also complied with in the ITPO.
To achieve standards of excellence in performance a number of
training programmes,
seminars and workshops were organized on topics such as gender
sensitivity,
leadership development programme, vigilance awareness workshop,
workers education
programmers. A Women Cell has been continuing to look after the
welfare of women
employees. Implementation of the Official Language Policy of the
Government of
India as well as in-house training arrangements for Hindi
typing/stenography were
continued during the year. Hindi typing, shorthand,
noting-drafting, translation and
Hindi Speech competitions were organized during July-August,
2004. Participants
securing the first three positions in each competition were
appropriately awarded with
prizes.
(a) Recruitment
India Trade Promotion Organization recruits through internal and
external sources.
Following are the methods of recruitment through internal
sources in ITPO
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37
i. IJP (Internal Job Posting): In this method, the company flash
vacancy and the
employees come up with their documents. After documentation each
employee
has to go under recommendation of the manager.
ii. Reference: In reference, mail is sent to the employees and
employee uploads the
resume. On the basis of resume the employees gets
shortlisted.
iii. Online Portals: The Company also invites applicants from
online portals.
iv. Retirement: At times, management may not find suitable
candidates in place of
the one who had retired, after meritorious service. Under these
circumstances,
management may decide to call retired managers with new
extension.
v. Former Employees: These include retired employees who are
willing to work on a
part-time basis, individuals who left work and are willing to
come back for higher
compensation. Even retrenched employees are taken up once again.
The
advantage here is that the people are already known to the
organization and there
is no need to find out their past performance and character.
Also, there is no need
of an orientation program for them, since they are familiar with
the organization.
Following are the methods of recruitment through external
sources:
National level exam is conducted for selection of manpower in
the organization. In
National level exam application are invited from all over India
after which exam is
conducted and final selection is done on the basis of candidate
performance in Test and
Personal Interview.
(b) The steps of selection process are :-
i. Selection Test
ii. Interview
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38
iii. Reference Check
iv. Selection Decision
v. Physical Examination
vi. Job Offer
vii. Evaluation of selection programme
(c) Training and Induction
Induction is for 40-60 days in which the employees are given
information about the
various activities of ITPO. They are also trained on the 6
values of the company namely
Integrity, Innovation, Customer centric, People Care One for all
and all for one, team
work, joy and simplicity. Every employee training goes for after
joining. It helps in the
working area of the employee because every employee needs to
know about the main
core work of the company that is product selling and for that
they need product training.
Common Areas of Training in ITPO
i. Computer Application: It has been transpired that manpower
re-structuring has
not kept pace with rapid advancement in IT and communication
technology with
the change in technology, the requirement of post of typists,
stenographers and
messengers etc.has gone down. At the same time, need for
training in computer
applications at all levels has become an inescapable necessity.
The computer
application includes the knowledge of
Internet
E-mail
Power Point Presentation
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39
MS Office
Web Designing, Networking
Photoshop & Coral Draw etc.
ii. Interpersonal & Communication skills: ITPO is concerned
with promoting Indias
external trade, catalyzing trade, investment & technology
transfer process. ITPO
provides a wide spectrum of services to trade and industry. It
is a service
providing organization therefore communication and public
relation skills are
imperative for employees in order to handle clients and
visitors.
iii. Behavioral or Attitudinal Training: Some training
programmers focus on
emotional and behavioral learning. Here employees can learn
about behavior by
role playing in which the role players attempt to act their part
in respect of a case,
as they would behave in real-life situation. Business games,
cases, incidents,
GDs and short assignments are also experiential methods is on
achieving,
through group processes, a better understanding of oneself and
others.
iv. Training in Operational Research :
PERT: Programme Evaluation & Review Technique is basic
network
technique which includes planning, monitoring & controlling
of
activities. It also provides the framework for treating a wide
range of
management problems.
CPM: Critical Path Method analyses the project into different
operation
& determines their relationship on a network diagram. It
marks critical
activities in a project & concentrates on them. It is based
on assumption
that expected time actually the time taken to complete the
project.
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40
(d) Performance Appraisal & Recognition Systems
India Trade Promotion Organization is using 360 degree
performance appraisal system in
which the performance of employee is checked on the basis of the
report given by his or
her co-worker employees who work with him.
5.1.3 Finance Department
a) Accounting Procedure of ITPO
For purpose of accounting of revenue there is no centralized
accounting had called
Revenue Control Account whenever a payment is received from a
party the amount will
be credited to the parties account by debiting the bank account
after the conclusion of the
particular exhibition, the amount so credited to the party
account will be adjusted against
the dues of the party for the exhibition he participated.
Broadly whatever ITPO receives
the amount; the entire amount will be kept in this revenue
control account and there later
on adjusted against the due to various events or participants.
At the end of the year, the
account will show zero balance.
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41
b) Financial Structure of ITPO
FINANCIAL ADVISOR CUM CHIEF ACCOUNT OFFICER
Fig 3.1 Financial Structure Of ITPO
Deputy General Manager
Deputy General Manager
Sr. General Manager
Deputy Manager
Manager Finance
Management A/c
Bill Checking (Sec. Works)
Bill Checking (Sec. Gen)
Revenue Section
Salary Section
Foreign A/c ( Fair Section)
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42
3.1.4 TRADE PROMOTION DIVISION
a) DOMESTIC FAIRS DEPARTMENT (DFD)
The Domestic Fairs Department (DFD) organizes all the ITPO's
international
and national Fairs in Pragati Maidan in New Delhi and ITPO's
specialized
Leather fairs in other parts of India.
b) FOREIGN FAIRS DEPARTMENT (FFD)
The Foreign fairs Department provides comprehensive services for
export
promotion through the organization of exclusive Indian Trade
Exhibitions and
the coordination of India's participation in international trade
fairs abroad.
c) INFORMATION & COMPUTER DEPARTMENT
This Department, comprising a Trade Information Centre, a
Documentation
Centre and a computer cell renders trade information services to
the trading
community in general and Associate/regular member in particular.
The
Department also provides information support to other
departments of ITPO for
implementing development activities.
d) PRAGATI MAIDAN: THE EXHIBITION COMPLEX
Pragati Maidan, headquarters of the India Trade Promotion
Organization,
located in the heart of New Delhi, is more than just the premier
exhibition
complex of India.
True to the meaning of its name, Pragati Maidan stands for
development and
progress through trade. ITPO manages India's only world-class
exhibition
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43
complex, which is being renovated, modernized and upgraded from
time to
time to keep it in a high standard of fair-worthiness. Spread
over 123 acres of
prime land in the very heart of India's capital and bustling
megapolis, New
Delhi, Pragati Maidan offers 62650 sq. meters of covered
exhibition space in 16
halls besides 15,000 sq. meters of open display area. New halls
have been
added recently.
These state-of-the-art exhibition halls have enhanced the appeal
of Pragati
Maidan as an ideal business proposition for an increasing number
of fair
organizers and business visitors from different parts of the
world. In general,
Pragati Maidan offers the kind of ambience that is conducive to
an increasing
variety of exhibitions featuring gigantic machinery and
equipment to delicate
exhibits like watches and jewellery having handle-with-care tags
besides a
whole range of precision engineering products. Every year as
many as 80-100
exhibitions are organized at Pragati Maidan by ITPO and other
agencies.
5.2 Data Presentation
This section includes presentation of the data acquired by a
survey conducted on 52
respondents participated in India International Leather Fair
2013 Delhi through a
questionnaire.
5.2.1 Objective of the study
c) To study the process and procedures for participation in
overseas trade fair by
ITPO.
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44
d) To define all the activities involved in planning of overseas
fairs and attempt a
pert chart for timely execution of these activities.
5.2.2 Scope of the study
With reference to the above objective, the scope of the study is
as follows-:
To Conduct a survey on 52 respondents participate in India
International Leather Fair
2013 Delhi in order to know the satisfaction level during the
fair and how much the fair is
successful as compare to last year. For this purpose, data was
collected through a
questionnaire.
5.2.3 Research Methodology
Research methodology is a way to systematically solve the
research problem. It not only
involves research methods but also considers the logic behind
the methods we use in
context of our research study and explain why we are using a
particular method or
technique and why we are not using others.
Research Design
It is the arrangement of conditions for collection and analysis
of data in a manner that
aims to combine relevance to the research. Research Design, in
fact, has a great bearing
on the reliability of the results arrived at and as such
constitutes the firm foundation of
the entire edifice of the research work.
This study is based on Exploratory Research. The main purpose of
such studies is that of
formulating a problem for more precise investigation or of
developing the working
hypotheses from an operational point of view. The major emphasis
in such studies is on
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45
the discovery of ideas and insights. The research design
appropriate for such studies must
be flexible enough to provide opportunity for considering
different aspects of a problem
under study.
An Experience Survey is used for this exploratory research. It
means the survey of people
who have had practical experience with the problem to be
studied. The objective of such
a survey is to obtain insight into the relationships between
variables and new ideas
relating to the research problem. For such a survey people who
are competent and can
contribute new ideas may be carefully selected as respondents to
ensure a representation
of different types of experience. Thus, an Experience Survey may
enable the researcher
to define the problem more concisely & help in the
formulation of the research
hypothesis.
Sampling design
A sample design is a definite plan for obtaining a sample from a
given population. It
refers to the technique or the procedure the researcher would
adopt in selecting items for
the sample. A complete sampling design indicates the number of
samples and identifies
the particular samples (for example, the geographic positions
where these samples will be
collected or the time points when samples will be collected). A
well-planned sampling
design is intended to ensure that resulting data are adequately
representative of the target
population and defensible for their intended use.
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46
Sampling Unit
A sampling unit may be a geographical area such as state,
district, village etc, or a
construction unit such as a house, flat etc or it may be a
social unit such as a family, club,
school etc or may be an individual. The researcher is required
to select such units for the
undertaken study. The Sampling Unit for the research is from
Delhi-NCR Region.
Sampling Frame
Indian Exhibitors who participated in New York Fancy Food Show,
Javits Centre-USA
( 27-29, June, 2010)
Size of Sample
The size of the sample should neither be excessively large, nor
too small. It should be
optimum. An optimum sample is the one which fulfills the
requirements of efficiency,
representatives, reliability & flexibility. The Size of
Sample taken in the study is 30
Indian Exhibitors.
Sampling Procedure-
Non-probability sampling design is used in this study .It is
that sampling procedure which
does not afford any basis for estimating the probability that
each item in the population
has been included in the sample. There are different ways in
which Non-probability
sampling can be done.
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47
In this study Convenience sampling is used. It is used in
exploratory research where the
researcher is interested in getting an inexpensive approximation
of the truth. As the name
implies, the sample is selected because they are convenient.
This non-probability method
is often used during preliminary research efforts to get a gross
estimate of the results,
without incurring the cost or time required to select a random
sample.
5.3.3 Introduction of Leather Fair Organized By ITPO
ITPO will organise India International Leather Fair (IILF) 2015,
29th in the annual
series, from February 01-03, 2015 at Chennai Trade Centre,
Nandambakkam,
Chennai. The fair will be inaugurated on 31st Jan., 2015 at 6:00
pm and will open to
business visitors from 01 Feb to 03 Feb 2015 (10 am to 6
pm).
IILF will have on display the entire range of products relating
to leather industry from
raw material to finished products and auxiliary products such as
finished leather;
shoes; shoe components - uppers, soles, heels, counters, lasts;
leather garments,
fashion accessories, leather goods - wallets, belts, gloves,
portfolios, hand bags;
saddler and harness; machinery and equipment and chemicals.
IILF has all along been a vivid presentation of the leather
industry. Latest expressions of
the trends, styles, designs and colors in world fashion are
shown. The business visitors
will surely be attracted to exhibits displayed by more than 400
companies, including over
100 from more than 20 foreign countries.
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48
As per feedback from exhibitors, the business generated during
IILF Chennai 2014
was about US$ USD 239.87 million or INR 14898.3 million.
About 98% of the exhibitors have shown interest to participate
again in the 30th edition
of the fair About 95 % of the participants indicated that their
participation in IILF
Chennai 2014 was cost effective. This indicates the high level
of satisfaction with the
business, visitor turnover and facilities at the fair.
IILF will have on display the entire range of products relating
to leather industry from
raw material to finished products and auxiliary products such as
finished leather; shoe
components - uppers, soles, heels, counters, lasts; footwear,
machinery and equipment,
process technology, software, chemicals, publications.
India International Leather Fair, Delhi , 2014 will have on
display the entire range of
products relating to leather industry from raw material to
finished products and auxiliary
products, such as finished leather, footwear, shoe components -
uppers, soles, heels,
counters, lasts; machinery and equipment, process technology,
software, chemicals,
publications.
The 4rd in the annual series, the fair is expected to have 200
participants. The business
visitors will surely be attracted to see the exhibits displayed
by more than 150 companies,
including over 50 from foreign countries.
Overview Export Performance and prospects
a) Among the top ten foreign exchange earners for the
country.
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49
b) Annual Turnover of over US$ 8.5 billon.
c) Exports export of leather and leather products increased
manifold over the past
decades and touched US$ 4.99 billion in 2012-13, recording a
cumulative annual
growth rate of about 8.54%
(5 years).
d) Affluence of raw material as India is endowed with 21% of
cattle & buffalo and 11%
of world goal and sheep population.
e) Employment intensive sector, providing job to about 2.5
million people mostly from
the weaker sections of the society.
f) Second largest producer of footwear and leather garments in
the world ,accounts for
share of close to 3.05% in the global leather import trade of
US$ 159.89 billion
(2011).
Strengths of Indian leather sector
a) Own raw material source 2 billion sq ft of leather produced
annually
b) Some varieties of goat / calf / sheep skins command premium
position
c) Strong and eco-sustainable tanning base
d) Modernized manufacturing units
e) Trained / skilled manpower at competitive wage levels
f) World-class institutional support for Design & Product
Development, HRD and R &
D.
g) Presence of support industries like leather chemicals and
finishing auxiliaries
h) Presence in major markets Long Europe experience
i) Strategic location in the Asian landmass
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50
Emerging strengths
a) Design development initiatives by institutions and
individuals
b) Continuous modernization and technology up gradation
c) Economic size of manufacturing units
d) Constant human resource development programme to enhance
productivity
e) Increasing use of quality components
f) Shorter prototype development time
g) Delivery compliance
h) Growing domestic market for footwear and leather articles
A brief overview of IILF' Delhi 2013 (vis-a-vis IILF Delhi 2012)
is given below:
IILF Delhi 2013- Overview
IILF Delhi 2012 IILF Delhi 2013
Total area sold (in sq. mtrs.) 1411 1609
Total number of Exhibitors 128 105
Indian Exhibitors 88 67
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51
Foreign Exhibitors including Agents
40 38
Number of foreign countries (China, Taiwan, Korea, Germany )
04 04
Total Trade Visitors 3489 4847
National 3397 4798
Overseas 92 49
Table no. 3.1(overview of IILF' Delhi 2013) Overseas Visitors
Profile
Overseas Visitors Profile Country Name
IILF Delhi 2013
Afghanistan 1
China 18
France 1
Italy 4
Jordan 1
Nepal 2
Nigeria 1
Pakistan 1
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52
Table no. 3.2(visitors profile)
It was observed that the number of visitors to IILF Delhi 2013
increased by 39%,
compared with IILF Delhi 2012.
Qatar 2
Serbia 1
Sri Lanka 1
Turkey 3
USA 5
UAE 3
UK 4
Others 1
Total 49
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53
Fig. 3.2(comparison for Indian visitor)
0
1000
2000
3000
4000
5000
6000
IILF Delhi 2012 IILF Delhi 2013
Indian Visitors to IILF Delhi
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54
INFERENCE
According to the registrations during IILF Delhi 2013 it can be
seen that Indian visitor
are increased in 2013 as compared to 2012 fair the reason behind
this can be the customer
satisfaction, successful completion of the fair.
Fig. 3.3(comparison for foreign visitor)
Interpretation
The above diagram shows that the no. of Foreign visitors visited
in IIFL2013Delhi was
less than previous year.
0
10
20
30
40
50
60
70
80
90
100
IILF Delhi 2012 IILF Delhi 2013
Foreign Visitors to IILF Delhi
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INFERENCE
According to the registrations during IILF Delhi 2013 it can be
seen that Foreign visitor
are decreased in 2013 as compared to 2012 fair the reason behind
this can be the visa for
India or IIFL China is more successful than IIFL Delhi.
Analysis of some key components of the feedback survey
report
Country No. of Exhibitors
China 35
Taiwan 1
Korea 1
Germany 1
India 67
TOTAL 105
Table no. 3.3(Country wise Exhibitors)
-
Country-wise Exhibitors
Interpretation
This diagram shows that, In IIFL13, Delhi majority of
participants was
participants followed by China and few from Taiwan, Korea and
Japan respectively.
Inferences
According to this report it is found that majority of
participants are from India followed
by China and few from other countries
Italy companies are participating in IIFL
local participants.
China
35%
56
In IIFL13, Delhi majority of participants was Indian
followed by China and few from Taiwan, Korea and Japan
respectively.
According to this report it is found that majority of
participants are from India followed
from other countries. The reason behind this is that the
countries like
Italy companies are participating in IIFL Chennai. And in IIFL
Delhi there are so many
India
67%
Taiwan
1%
Korea
1% Germany
1%
Sales
Indian
followed by China and few from Taiwan, Korea and Japan
respectively.
According to this report it is found that majority of
participants are from India followed
. The reason behind this is that the countries like
. And in IIFL Delhi there are so many
-
Percentage responses for attainment of objective
To export orders
Objective of Participation
For Publicity
To distributer/agentsTo export orders
To explore new
57
Table 3.4 (objective of participation)
Percentage responses for attainment of objective
For Publicity Others To locate distributer/agents
Objective of Participation
Number of
Exhibitors
For Publicity 7
To locate distributer/agents
5
To export orders 14
To explore new market
27
Others 6
Total 52
To locate distributer/agents
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Fig 3.5 (% of objective of participation)
Attainment of Objective No. of Exhibitors
Attained Partially 64
Attained Fully 31
Not Attained 5
Table no. 3.5(Attainment of Objective)
Fig 3.6 (% of Attainment of objective)
Interpretation
Responses given by the participants after fair majority of the
participants achieve their
objective partially approx. one-third participants achieve their
objective and very few are
not satisfied with the fair result.
Attained
Partially
64%
Attained Fully
31%
Not
Attained
5%
Percentage responses for
attainment of objective
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CHAPTER 6
DATA ANALYSIS
Findings of Functional Areas
6.1 Marketing
Technology can play a crucial role in delivering the highest
standards of service set by
the company and it will be imperative for any serious player to
excel in all of these. Price
is a relevant differentiator only in two segments Lean Period
and in Peak Period. Here
too, service delivery and financial strength will need to be
present at a minimum
acceptable level for price to be a relevant differentiator.
The strategy of ITPO is to more and more customer relationship
and main focus on print
advertisement.
The level of demand is latent and will have to be activated
considerably. The market
needs to be developed. Greater awareness of Exhibitions and the
need to have it as a
promotion tool to promote the small or large businesses.
6.2 Human Resource
6.2.1 Training & Development
The company is highly active in order to sense the areas of
management where training
or development is required. After that the company provides apt
methods of training or
development to the concerned employee/employees, so that he/she;
they can work
effectively and efficiently. The most preferred method of
training or development is
through conferences/seminars/classroom teachings.
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60
6.2.2 Performance Appraisal & Recognition System
The company is currently using the latest method of performance
appraisal. With the help
of such method the company is having an ease to provide
reasonable remuneration along
with incentives/perks/rewards etc.
6.3 Finance
The Finance department follows the pattern which is decided by
the top management by
which it is easy to work. Because in ITPO there are so many
fairs organized in the
financial year so many transaction are taking place.
6.4 Information Technology
Use of computers is prominently seen in every department. If the
company use more
advanced softwares and start IT function in their own department
like other companies
then it will be more profitable.
The company is using the latest software technology in order to
be competitive in nature.
Currently the company is using SAP (System, Application &
Products) software in order
to maintain the usage of its resources in best way possible.
Company is using IT for CRM which helps them in maintain and
storing data of the
customers which encourage them to maintain healthy and long-term
relationship with the
customer.
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6.5 INDIA INTERNATIONAL LEATHER FAIR
(July 04 06, 2013), Delhi
India Trade Promotion Organization (ITPO) organized the third
edition of
International Leather Fair (IILF) in Delhi from July 04 06,
2013. The fair was
organized in close collaboration with Council for Leather
Exports (CLE), and active
support from CSIR Central Leather Research Institute (CLRI),
Indian Shoe Federation
(ISF), Indian Footwear Components Manufacturers Association
(IFCOMA), and Indian
Finished Leather Manufacturers Association (IFLMEA).
Smt. Rita Menon, CMD, ITPO, along with Mr.Giantuluca Grandi
(Charge
dAffaires, Embassy of Italy, New Delhi) and Mr. Roberto
Pellegrini (President,
Riva Del Garda Fierecongressi) jointly inaugurated the fair on
July 04, 2013. After the
inaugural ceremony that was held in Hall 12 & 12A Foyer, the
fair was open to business
visitors.
IILF Delhi 2013 covered a gross area of 4000 sq.mtr. There were
105 exhibitors
including 38 from overseas mainly from China, Taiwan, Germany
& Italy. IILF Delhi
was held concurrently with the third edition of Expo Riva Schuh
India organized by
Riva Del Garda, Italy in Halls 8-11. IILF maintained its lead
position providing a vital
platform for buyers and sellers alike in the leather and leather
related segments.
A comprehensive range of products and services relating to
leather industry - Finished
Leather, Synthetic Materials, Footwear Components, Machinery
& Equipment,
Chemicals, Software, consultancy publications, etc. were on
display at the fair.
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62
A pavilion based on the theme Prakriti Paduka was set up by the
Footwear Design and
Development Institute (FDDI). It showcased the use of
eco-friendly raw materials which
can be used in manufacturing footwear, handbags, dresses, etc.
The main aim of the
theme-based presentation was to show recycling and being
environmental friendly in a
contemporary and modern way.
4847 business visitors visited the fair, out of which 49 were
overseas business visitors
from 15 countries. The visitors were from a host of countries
like China, UAE, UK, USA,
Nepal, Afghanistan, Serbia, Qatar, Jordan, Turkey, Italy and
France.
A daily newsletter was brought out during IILF Delhi 2013. It
contained a variety of
information related to the fair, its highlights and quotes by
exhibitors.
The conclusion of IILF Delhi 2013 was marked by a felicitation
ceremony. Based on the
recommendations of the eminent members of a jury, select
exhibitors were awarded
Gold, Silver and Bronze under the following categories:
1. Foreign Sector
2. Domestic Sector
3. Innovative Technology/Product
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63
A brief overview of IILF Delhi 2013 (vis--vis IILF Delhi 2012)
is given below:
Data for IILF Delhi 2012 was based on 93 responses whereas that
for IILF
Delhi 2013 was based on 52 responses.
Objective of Participation
Number of Exhibitors
For Publicity 7
To locate distributer/agents 5
To export orders 14
To explore new market 27
Others 6
Total 52
-
Table 4.1 (Objective of Participation)
Percentage responses for attainment of objective
Fig 4.1 (% of objective of participation)
To export orders
64
Table 4.1 (Objective of Participation)
responses for attainment of objective
(% of objective of participation)
For Publicity Others To locate distributer/agents
To locate distributer/agents
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65
Inferences
According to this report it is found that majority of
participants are from India followed
by China and few from other countries. The reason behind this is
that the countries like
Italy companies are participating in IIFL Chennai. And in IIFL
Delhi there are so many
local participants.
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CHAPTER -7
FINDINGS
7.1 Findings on the basis of Functional Analysis of the
company-:
7.1.1 MARKETING
The strength of the Marketing Department lies in Customer
Relationship Management
like how the company makes good relationship with its customers
and how the company
solves the problem of its customers and how the company solves
the problem of its
customers in effective & efficient way.
7.1.2 Human Resource
The strength of the Human Resource Department lies in Training
& Development
Methods and Performance Appraisal. Like how the company gives
training to its
employees and judge their performance on different
parameters.
7.1.3 Information Technology
The strength of the Information Technology Department can be
seen by the fact that
the company is using the latest software and hardware technology
in order to manage its
resources in the most effective and efficient way.
7.2 Lessons Learnt
7.2.1 Working Environment of the Company
According to the researcher, the working environment of the
company was
appropriate. This is because the researcher got the sufficient
amount of facilities in order
to perform the front end and back end processes of the
company.
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67
7.2.2 Practical Knowledge
The practical experience in India Trade Promotion Organization
was very great.
Researcher gains too much knowledge from the organization. They
divide the financial
year into two parts i.e. Lean period (1April to 15 Sept.) and
peek period (16 Sept to 31
March). The rates for booking space are different for Lean
period and peek period for
organizing fair/exhibition(s). The marketing strategy of ITPO is
more and more customer
relationship and main focus on printing advertisement. There are
different sections in
ITPO for different work responsibilities like for lower level
employees there are three
sections namely E1, E2, and E3. These sections work for framing
of policy, for
attendance, and work of executive & SDM respectively.
General section taking care of
responsibility of daily wages worker required in different
fair(s).
i) Marketing
ITPO provides me the market knowledge about the product, process
and industry
way to promote Exhibition(s) and also regarding how to sell the
report to the
customer(s). They provide information about how to target market
and how to make
trust among customer(s).
ii) Human Resource
ITPO provides me the knowledge about how to motivate employees.
The company
provides me the information about how they maintain retention
rate in the
organization. The company also tell me that how different
sections are work for
different level of employees in the organization.
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68
iii) Finance
What are the sources of the income of the organization? How the
company earns its
profit and how they charged to foreign customer differently form
an Indian
customer for the participation in fair.
7.3 Finding on the bases of Survey
A questionnaire was made and a survey was conducted with the
sample size of 52
respondents those who are participate in IILF2013 Delhi. Data
collected from the survey
was analyzed and following findings/results are made-:
7.3.1 No. of Exhibitors
As per the record the numbers of exhibitors in IILF2013 larger
share was captured
by Indian participants followed by china & few from Taiwan,
Germany and Korea.
7.3.2 Objective of Exhibitors
The majority of the exhibitors participate in IILF2013 Delhi
with the objective of to
explore new market followed by to export order and some are
participate for other
objective, for publicity & to locate distributors
(resp.).
7.3.3 Achievement of Objective
According to the results I can say that the majority of the
exhibitors achieve their
objective partially, approx. one-third achieves fully and few
were not achieve their
objective.
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69
7.3.4 Business Generated by Exhibitors
As per the response given by 52 exhibitors we can estimate that
total business
generated in IILF2013 Delhi is higher than IILF2012, Delhi.
7.3.5 No. of queries generated
As per the response given by the exhibitors we can say that the
no. of query generated
from the visitors is much higher than last year. This shows that
the visitors who visited
the fair were good quality.
7.3.6 Uniqueness of the Firm/Company
Almost all the employees whom I meet were linked among
themselves for with their
respective work. Moreover those employees were following the
climate and the culture of
the company in the best way possible. Not only this, many
employees were also awarded
with various recognitions etc for their effective and efficient
contribution to the company.
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70
CHAPTER-8
RECOMMENDATIONS
The researcher had a valuable experience working as an intern in
ITPO, Pragati Maidan.
This is because he got to know the working of the company, its
pros and cons and various
other things. Moreover he was guided, rectified and supervised
in the best possible way
by his mentors. He is really thankful to the leather fair team
of ITPO who supported him
to get fruitful knowledge regarding the different functions of
the company. He would
highly recommend that the students must be sent to this company
to pursue their
internship as they would definitely get full corporate exposure
which is must for the
nourishment of their career.
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71
CHAPTER-9
CONCLUSION
Trade shows are generally targeted at an industry and people
involved or interested in
that industry. Exhibiting at a trade show can be a great way to
advertise to a target market
and create brand awareness. Exhibitions are open to a large and
sometimes diverse range
of audiences (usually the general public). This provides you
with a platform to promote
your product or service to a broader group that may have little
or no knowledge of your
products and services. Depending on your type of business,
product and market testing
can be carried out at trade shows and exhibitions to gain
industry or general opinion
about your offering.
Being involved in a trade show or exhibition can provide you
with opportunities to
branch out to business-to-business trading and create a customer
database from the
visitors to your display booth.
It is also important to ensure that you have thoroughly
researched attending a trade show
or exhibition, and if you have a business adviser, discuss it
with them. There are risks
involved and you need to be aware of those risks in the planning
stages:
Trade shows require at least a day and probably more of your
time.
Travelling to trade shows can be costly.
Displaying at a trade show can also be costly.
There will probably be quite a bit of competition at all
shows.
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72
Choosing the wrong trade show to exhibit your business's
products or services can result
in displaying to the wrong audience. Poor promotion can mean the
costs of attending the
trade show outweigh any revenue you gain.
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73
REFERENCES AND BIBLIOGRAPHY
Books
i) Kumar R., (2009) Research Methodology, 2nd edition, Pearson
Education.
ii) .Kothari, C.R. (1990), Research Methodology: Methods &
Techniques, 2
edition, Wishwa Prakashan, New Delhi.
iii) Malhotra N. and Dash S. (2009) Marketing Research, 5th
edition, Pearson
Prentice Hall.
Websites
i) http://www.indiatradefair.com/beta/index.php
ii)
http://www.indiatradefair.com/beta/corporate_itpo_introduction.php
iii)
http://www.indiatradefair.com/beta/corporate_itpo_logo.php
iv)
http://www.indiatradefair.com/beta/corporate_itpo_activities.php
v) http://www.iifleather.com/
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QUESTIONNAIRE FOR EXHIBITORS
Name of the company-.
Q.1 what is your Objective of Participation in the fair?
1) Introduction of New product/concept
2) Market Assessment
3) Reviving old contacts & making new ones