4 project_report cosco

INTRODUCTION OF THE COMPANY

COSCO INDIA LTD.

The name of company is COSCO (INDIA) LIMITED. Formerly it worked under the name of

Coronation Sporting ball Company but Later to take the running business of the partnership M/s.

Coronation Sporting ball Co., manufacturing rubber moulded basketball, footballs, volleyballs,

tennis balls, bladders, rubber laminated football panels and other rubber and sports goods with

all it assets, liabilities, goodwill, license, trademarks, designs and patent right etc. it changed to

COSCO (INDIA) LIMITED. Cosco (India) Ltd., established in 1966, is a public limited

company listed on the stock exchanges in India. It is one of the leaders in sports goods in India

having a very strong image and reputation in the industry.

COSCO makes available to its customers a large variety of sporting goods, health & fitness

equipments of international quality and of renowned world brands as well. During the previous

years of its existence in India, Cosco has earned a premium brand positioning due to its superior

quality, high product performance, revolutionary technological delivery and warm service. In

fact, today Cosco is recognized as a leader in setting industry norms starting with the fastest

ever-nationwide reach, latest global technology and product innovation.

Page | 1

Founder of Company

Narinder Kumar Jain

Raj Kumar Jain

Devinder Kumar Jain

Board of Directors

Narinder Kumar Jain : Managing Director

Darshan Jain : Director

Pankaj Jain : Director

Neeraj Jain : Director

Company Secretary

S.K.KAPOOR

Auditor

M/s. R.N. Bahl & Co.,

Chartered Accountants,

31, Regal Building,

Parliament Street

New Delhi-110 001

Banker

Bank of India

Registered Office

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2/8, Roop Nagar

Delhi-110 007

Branch Offices

Luthra Complex, Opp. DSSD Sr. Sec. School,

Basti Nau, Jalandhar, (Punjab)

---------------------------------------

B-78, Sector 6, NOIDA (U.P.)

---------------------------------------

Mahatma Phule Bhavan, Plot No. 66, Shop No. 3 & 4,

Sector-17, Vashi, New Mumbai

Manufacturing Plant

Cosco has setup a state of art manufacturing unit Near Railway Station at Gurgaon-122001

(Haryana). Now at Gurgaon plant, every part of Sports products is built indigenously.

The setup is based on the latest technology available in the market. The products built at the

facility are way ahead in Quality than the competitors in India.

Page | 3

Code of Ethics

Preamble:

All the Directors and Senior Management of the Company, hereinafter referred to as “The

Management” must act within the bounds of the authority conferred upon them and with a duty

to make and enact informed decisions and policies in the best interests of the Company and its

shareholders.

With a view to maintain high standards that the Company requires, the following rules / code of

conduct should be observed in all activities of “The Management”. The Company has appointed

the Company Secretary as the compliance officer for the purposes of the code, which will be

available to “The Management” questions and to help them comply with the code.

1. Honesty & Integrity:

“The Management” shall conduct their activities, on behalf of the Company and on their

personal behalf, with honesty, integrity and fairness. “The Management” will act in good faith,

responsibility, with due care, competence and diligence, without allowing their independent

judgment to be subordinated. “The Management” will act in the best interests of the Company

and fulfill the fiduciary obligations.

2. Conflict of Interest:

“The Management” shall not engage in any business, relationship or activity, which may be in

conflict of interest of the Company or the group.

Conflicts can arise in many situations. It is not possible to cover every possible conflict situation

and at times, it will not be easy to distinguish between proper and improper activity. Set forth, Page | 4

are some of the common circumstances that may lead to a conflict of interest, actual or potential

–

a) “The Management” should not engage in any activity / employment that interferes with the

performance or responsibility to the Company or is otherwise in conflict with or prejudicial to

the Company.

b) “The Management” and their immediate families should not invest in a Company, customer,

supplier, developer or competitor and generally refrain from investments that compromise their

responsibility to the Company.

c) “The Management” should avoid conducting Company business with a relative or with a

firm / Company in which a relative / related party is associated in any significant role.

If such related party transaction is unavoidable, it must be fully disclosed to the Board of the

Company.

3. Compliance:

“The Management” is required to comply with all applicable laws, rules and regulations, both in

letter and spirit. In order to assist the Company in promoting lawful and ethical behavior, “The

Management” must report any possible violation of law, rules, regulation or the code of conduct

to the Company Secretary.

4. Other directorships and management positions:

“The Management” must report / disclose their other directorships and/or senior management

ship to the Board on an annual basis. It is felt that service on the Board of a direct competitor is

not in the interest of the Company.

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5. Confidentiality of Information:

Any information concerning the Company’s business, its customers, suppliers etc., which is not

in public domain and to which “The Management ” has access or possesses such information,

must be considered confidential and held in confidence, unless authorized to do so and when

disclosure is required as a matter of law. “The Management” shall not provide any information

either formally or informally, to the press or any other publicity media, unless specially

authorized.

6. Insider Trading:” The Management” shall not derive benefit or assist others to

derive benefit by giving investment advice and information about the Company,

not in public domain which therefore constitutes as insider information. “The Management” is

subject to additional requirements relating to reporting and effecting transactions in Company

securities.

7. Gifts & Donations:

“The Management ” of the Company shall not receive or offer, directly or indirectly, any gifts,

donations, remuneration, hospitality, illegal payments and comparable benefits which are

intended (or perceived to be intended) to obtain business (or uncompetitive) favors or decisions

for the conduct of business. Nominal gifts of commemorative nature, for special events may be

accepted and reported to the Board.

Page | 6

8. Protection of Assets:

“The Management” must protect the Company’s assets, labor and information and may not use

these for personal use, unless approved by the Board.

9. Periodic Review:

Once every year or upon revision of this code, each member of the management team must

acknowledge and execute an understanding of the code and an agreement to comply. New

directors and senior management will sign such a deed at the beginning of their tenure.

Page | 7

VISION STATEMENT

Cosco India Ltd. has the vision to be the leading sports brand.

Cosco has a multi-brand strategy ranging from the sporty and high-tech to the dressy. There are

also a variety of products in cool colors and shapes aimed at the young and hip.

Growth Strategy

Fast Growth: Fast growth is the result of strategies designed to expand the

market size and earnings quickly, in the process improving the growth rate in terms of monetary

value rather than quantity.

Fast Innovation: Fast innovation involves setting extremely high innovation

goals and securing a competitive edge, aiming for a target of faster technology development and

establishment of corporate value ahead of competitors.

Core Capabilities

Product Leadership: Refers to the ability to develop creative, premium quality

products through specialized new technologies.

Market Leadership: Refers to the ability to achieve the "Cosco No. 1 brand in

India" goal backed by its formidable market presence worldwide.

People Leadership: Refers to talented people who perform excellently by

initiating and participating in the new innovations.

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Corporate Culture

Though a company implements perfect management strategies and boasts of outstanding and

talented people, it should have an appropriate corporate culture to unleash the power of these

capabilities.

Face Challenges: We foster a corporate culture whereby we suggest facing

challenges with the hard work, and fulfilling the company’s goal.

Constant Up gradation: We pursue a corporate culture whereby we try to

constantly upgrade our technology and the work environment to suite the employees to get the

better performance.

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Corporate Identity

LOGO of Cosco Ltd.

Symbol Mark

The Cosco logo is simply a Red basket with ball on top and COSCO written alongside with a

Baseline written below is ‘The Winning Edge'.

This is the registered logo of the Cosco India Ltd in Delhi (INDIA). It shows the dignity and

uniqueness and quality of the products of the Cosco group.

Cosco have different logo which is simple Cosco written in white, that represents the simplicity

and dignity of the brand. The logo is as shown:

Page | 10

Colors for Signature

Symbol mark and Logotype based on positive engraving method the reproduction of Cosco

colors must be carefully monitored to achieve the highest fidelity to the original and any

modifications could cause misunderstanding or misrepresentation of the Cosco identity.

Therefore, it is important to use the colors that are shown here. Red (Basket & ball on upside)

White (Cosco and ‘The Winning Edge’ written below) this is registered in Delhi INDIA.

Appropriate color use is essential for the accurate use of Cosco signatures:

Page | 11

SWOT ANALYSIS

The overall evaluation of a company’s strengths, weakness, opportunities, and threats is called

SWOT analysis. It involves monitoring the external and internal marketing environment.

External Environment (Opportunity and Threat)

There are number of external environment:

A business unit has to monitor key forces like:

Microenvironment forces

o Demographic-economic

o Natural

o Technological

o Political-legal

o Socio-cultural

Microenvironment forces

o Customer

o Competitor

o Supplier

o Distributor

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o Dealer

These forces affect the company’s ability to earn profit. A business unit should set up a

marketing intelligence system to track trends and important developments. For each trend and

developments, company’s management system needs to identify the associated opportunity and

threats. Good marketing is the art of finding, developing, and profiting from opportunities.

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MARKETING OPPORTUNITY

It is an area of buyer need and interest in which there is a high probability that a company can

profitably satisfy that need. There are three main source of market opportunity:

1. Supply an existing product and service in new and superior way.

2. Introduce totally new product or service.

3. Supply something that is in short supply.

4. Introduce hybrid product.

Opportunity Matrix

HIGH LOW

HIGH

LOW

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12

3 4

Interpretation:-

In the opportunity matrix, the best marketing opportunities are listed in the upper-left-cell (#1).

The opportunities in the lower right cell (#4) are too minor to consider. The opportunities in the

upper right cell (#2) and lower left cell (#3) should be monitor in the event that any improve in

attractiveness and success probabili the ones with digital photo capabilities. Lowest price with a

few clicks. capable to offer a product at a much lower price. Example: Pharmaceutical firms

have created generic versions of brand name drugs.

To evaluate opportunities, companies can use Market Opportunity Analysis (MOA) to

determine the attractiveness and probability of success:

Can the benefits involved in the opportunity be articulated convincingly to a defined

target market(s)?

Can the target market(s) be located and reached with cost-effective media and trade

channels?

Does the company posses or have access s to the critical capabilities and resources

needed to deliver the customer benefits?

Can the company deliver the benefits better than any actual or potential competitors?

Will the financial rate of return met or exceed the company’s required threshold for

investment?

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ENVIRONMENT THREATS

It is a challenge posed by an unfavorable trend or developments that would lead, in the absence

of defensive marketing action, to lower sales or profit. These are:

1. Competitor develops superior product.

2. Major prolonged economic depression.

3. Higher cost may affect profit or sales.

4. Legislation can be changed.

Threat Matrix

HIGH LOW

HIGH

LOW

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1 2

3 4

Interpretation:-

In the opportunity matrix, the threats listed in the upper-left-cell (#1) are major

because they can seriously hurt the company and they have a high probability of occurrence. To

deal with them, the company needs contingency plans that spell out changes it can make before

or during the threat. The threats in the lower right cell (#4) are very minor and can be ignored.

The threats in the upper right cell (#2) and lower left cell (#3) need to be monitored carefully in

the event that they grow more serious. Once management has identified the major threats and

opportunities facing a specific business unit; it can characterize that business’s overall

attractiveness.

Internal Environment (Strengths/Weakness)

Each business needs to evaluate its internal strengths and weaknesses. The business doesn’t have

to correct all It weaknesses, nor should it gloat about all its strengths. The big question is

whether the business should limit itself to those opportunities where it possesses the required

strengths or whether it should consider opportunities that mean it might have to acquire or

develop certain strengths.

Sometimes a business does poorly not because it people lack the required strengths

but because they do not work together as a team. It is therefore critical to assess

interdepartmental working relationships as part of the internal environment audit. For Example:

Honeywell

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H O N E Y W E LL

Each year, Honeywell asks each department to rate it own strengths and weaknesses and those of

the other departments with which it interacts. The notion is that each department is a supplier to

some departments and a customer of other departments. If Honeywell engineers frequently

underestimate the cost and completion time of new product, for example, their “internal

customer” (manufacturing finance and sales) will be hurt.

Page | 18

Brand Identity

Brand Identity: The Winning Edge

‘The Winning Edge’ this identity gives a different feeling to the consumers of winning spirit.

The Cosco are way ahead in the technology from their competitors it. This gives the feeling

of the winning spirit. Those who buy these products are ahead of the neighbors’ in the

technology of the products.

Formerly the punch line of cosco was ‘Players Pride’ which was also give a true feeling of pride.

Brand Personality

To Cosco signature and graphic that support it also radiate the innovative spirit is truly

responsible for the development of our superior products. The final result is an expression of

premium quality that is friendly, easy-to-use, and guaranteed to make us punctual. Cosco is

dedicated to make the individual as winner.

The Cosco brand is known for the reasonable price quality Sports goods manufacturer. Due

to this it has a good position in market.

Cosco Products Slogan / Signature

"The Winning Edge” is the signature giving the expression of the win. The Cosco gives

the consumer an edge to win against the competitor and make them winner.

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Online Order Management

Touch-and-feel. It's an innate part of a consumer purchase that can’t be experienced on the

Internet — in an Arthur C. Clarke novel, of course! It is a futile exercise for Indian companies to

retail consumer durables using the Net as an independent medium. However, few entrepreneurs

still have their eye on the virtual world with their feet firmly planted in the real one. And four

web models - company-owned online services, auction sites, web portals as a platform for sale,

and entrepreneurial routes like B2C - have reported healthy growth in revenues.

As the major step to the modernization the Cosco has launched its online site as the

www.coscoindia.com. The site is the well designed and has user friendly functions that help

customers to choose and buy their desired model of the sports products in their budget range.

In India the local online shop has been built in the name as www.coscoindia.com. The site not

only contains the online shop, but also provides the online service to the consumers for any

problem in understanding the functioning of the products. It has also the online for the products

in easy language and appropriate elaboration of the matter.

Customer Service

Cosco has wide coverage of services covering the whole of India they are providing the quality

after sales services to the consumers in the quickest possible time. The centers are established at

the excellent locations in the major cities of India. The service centers could be searched through

the Internet easily. The Internet includes the instructions to use its technological products

correctlyPage | 20

http://www.coscoindia.com/

Recognition & Awards

TUV CERT Certification

Cosco India Ltd. has certificate from the TUV CERT Certification body of TUV.

TUV CERT Certification body certifies in accordance with TUV CERT Procedure that COSCO

(INDIA) LTD. H.O.:-2/8, Roop Nagar, Delhi-110 007 INDIA.

WORKS: - Near Railway Station, Gurgaon (Haryana)-122 001 INDIA. Has established and

applies quality management system for manufacture of Balls, Bladders and marketing of

Sports Equipments

Page | 21

DIN EN ISO 9001: 2000 certificate

Cosco has continuously focused on innovation to offer consumers a wide choice of products. Cosco

has ISO 9001: 2000 Certificate from certification Authority for its Quality Management System for

Manufacturing Process.

Export Awards from SGEPC (Sports Goods Export Promotion Council)

The quest to stay on top of technology and offer consumers products that are in tune with the

times has driven most product launches at Cosco.Page | 22

COSCO has been winning export awards consistently for many years from SGEPC (Sports

Goods Export Promotion Council).

National Export Award from the Government of India

COSCO has also won National Export Award from the Government of India.

COSCO Tennis Balls have been used in DAVIS CUP matches held during the last 5 years.

International & Domestic Approval

International Approval

IKF

International Korfball Federation, Netherland

Netball IFNA

The International Federation of Netball Association, Australia

ITF

International Tennis Federation, United Kingdom

Page | 23

Domestic Approval

HFI

Handball Federation of India

AITA

All India tennis Association

BFI

Basketball federation of India

AIFF

All India football federation

SAI

Sports Authority of India

SFI

Swimming federation of India

KFI

Korfball federation of India

NFI

Netball federation of India

Page | 24

VFI

Volleyball federation of India

Awards from Sports Goods Organization

About COSCO Products

Page | 25

Branching out from its original "takes a licking" designs, Cosco is strapping on new faces in

order to tap new markets worldwide. Its sports products have gone upscale.

Cosco is the first to understand the changing trends in the consumer need for the sports should

include. Cosco has the most developed technological products that could fulfill the needs of the

consumers for any sports goods. The company’s research and development division has

developed the advanced products which are capable for the purpose like Quality, Variety, Looks,

Ease and comfort, Reliable etc, these are the some examples of the Cosco products. Now it has

wide variety of products, which serves the different classes of customers in India having

different relation with Sports.

India as the developing market for the Sports products as the customers relate differently to the

sports so the Cosco has the opportunity to tap this growing market. The advanced technology of

Cosco would make it a favoured brand in India.

Page | 26

Sports Goods and Health & Fitness equipments

The cosco have wide variety of sports goods and health & fitness equipments marketed in India.

The products are divided into different categories according to their specifications. Some of these

are given below:-

Key features:

Championship

[Orange, Leather Pasted, Size-7-(full)] Reinforced with multifilament nylon providing excellent shape retention and consistent rebound.

Butyl bladder for high air retention.

Official size & weight.

Designed for Indoor play for serious players.

Packing; Each

Basketballs:-

Soccer Ball:-

Page | 27

Sports Goods

Key features:

GOLD CUP(BEST PU)

Top grade hand sewn ball meant for professional play.

Ball is constructed with Japanese polyurethane with matt finish..

High shape retention and stability..

Fitted with latex bladder.

Packing: Each

Volley Ball:-

Page | 28

Key features:

Super Volley (L.P.)[Leather Pasted, Size-4 ]

Top quality genuine leather cover.

Nylon windings for shape retention.

Butyl bladder for high air retention.

Official size & weight 18 panel moulded ball.

Available in White /Multi-Colour.

Best for indoor competition play and serious players. Packing: Each

Hand Ball:Page | 29

Key features:

Handball Mini (Synthetic)

Available in size-2 for use in junior/sub junior and women level play.

High quality backing material for high shape stability.

Cosflex special high grip top cover material.

White Colour.

Hand Sewn Packing: Each

Page | 30

Rugby Ball:-

Key features:

RB-502 UMBRA

Size: 5 Panel: 4 Level: Match Material: Rubber laminate Backing: 4 Poly cotton Bladder: Latex Specification: Official size and weight

Page | 31

Other Ball:-

Key features:

Water Polo(Rubber)

Rough surface for good wet grip.

Moulded, (rubber), yellow, size- international.

18 panel moulded ball.

Yellow colours for high visibility.

Packing: Each

Cricket Ball:-

Page | 32

Key features:

CB-826 TEST

ALUM Tanned Cricket ball

4 Pcs. Construction

Official Size and Weight

TEST Grade Ball

Packing: Each

Tennis Ball

Page | 33

Page | 34

Key features:

TB-601 CHAMPIONSHIP

Felt: Woven EU.Felt

Construction:Pressurised

Level: Professional

Packing:3/4 ball Pet can

Play Ball:-

PB-702 PLAYBALL

Level: Training

Material: Rubber moulded

Colour:Multi-colour

Page | 35

Batting Pads:-

CBP-851 PROLITE

Imported PU Faced

EVA Padded

Packing: pair

Page | 36

Cricket Ball (yellow felt):-

Light Weight(Yellow felt)

Fluorescent yellow felt.

Each ball packed in polybags.

Packing: 6 Pcs. Box

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Badminton Racket:-

Key features:

CB-120

Aluminum frame with tempered steel shaft.

Good P.U. grip.

Head size (sq. in.): 51Weight (gms.) : 29-31Balance (cm.) : 29-31Tension(lbs.) : 20-24Cover : ½ CoverPacking : Each

Page | 38

Squash:-

Key features:

LST-125

Aluminum alloy frame with good stability and playability.

Available in two different attractive colours.

Head size (sq. in.): 74Weight (gms.) : 210-230Balance (cm.) : 32-33.5Tension(lbs.) : 28-30Cover : ¾ CoverPacking : Each

Tennis:-

Page | 39

Key features:

Titanium

Excellent lightness and strength.

High stability and control.

Oversize frame with larger sweet spot and longer reach. Titanium strings for extra power.

Designed for high power tennis play.

Head size (sq. in.): 107Weight (gms.) : 250-270Balance (cm.) : 38-39.5Tension(lbs.) : 60-68Cover : full Packing : Each

Table tennis:-

Page | 40

Key features:

All-round Evolution

Suitable for the modern all-round player who exploits every variation of speed and spin.

The blade of Evolution is based on the STIGA All-round Classic but it is faster.

Packing: Each

Cricket Bat:-

Page | 41

Key features:

CB-805 THUNDER Kashmir Willow best quality.

CANE Handle.

Half length bat cover.

Packing: Each

Cricket Bat Grips:-

Page | 42

Key features:

CG-841 COIL Superior Rubber for DURABILITY

DIAMOND KNURLING for Extra Grip

12" LENGTH to fill all Handle Sizes

Packing: Each

Swimming caps:-

Page | 43

Key features:

SILICON MULTICOLOR

Multi Colour

Anti Allergic Premium quality swim caps.

Individually blister packed

For use of professional

Swimming goggles:-

Page | 44

Key features:

Aqua Jet

UV Protection

Anti-Fog

Twin band strap

PC Lens

Packing: Each

Sports Wear:-

Page | 45

Key features:

Track Suit (Regular)

Regular

Packing: Each

Roller Skates:-

Page | 46

Key features:

TENACITY SUPER (Jr.)

Rubber Wheel

Adjustable Size

Packing: Pair

Page | 47

Badminton shuttle:-

Page | 48

- HI-TECH LATEX BLADDER Features:

Made for: Soccer, Handball

Size Available: All Weight

Weight Available: All Weight

Value: Assorted for all application

Packing: Doz.

Manual & Motorized Treadmills:-

Page | 49

AERO 737

Designed for Excellent sensitivity & touch.

Very Good Flight.

Maximum Control.

High Durability.

Recommended For Practice.

Health & Fitness Equipments

Key features:

MULTI-FUNCTIONAL TREADMILL CTM-666

20 Functions in one.

Unique patented design of back massage rollers gets rid of fatigue.

Adjustable cylinders for presses and butter fly exercise.

Computer equipped with speed, distance and time.

Foldable and convenient to store.

Broader and longer running belt.

Weight: 49 Kgs.

Packing: Each

Rowers:-

Page | 50

Key features:

POWER ROWER CRW-903Incline rower with beam sturdy steel frame@ 360 degree allows smooth forward and backward movement.

Internal roller track for comfortable glide.

Non slip foam grips.

Padded seat

Swiveling footrest with Velcro straps.

Knurled oars for slip free clamping.

Dimension : L-48"xH-18.5"-W28"

Weight: 15.6 Kgs.

Packing: Each

Dumbbell set:-

Page | 51

Key features:

DUMBBELL SETS Material: Vinyl

Colour: Different colours available

Available in weights: 1, 2, 3 Kgs. With rack

Packing: Each

Exercise Bike:-

Key features:

Page | 52

AIR BIKE-CEB-604 A

500 mm diameter fly wheel for complete exercise.

Permanent Link Dual action handlebars cycling and rowing simultaneously delivering the benefits of exercise to lower body and upper body.

Air Resistance : Provide low friction and less wear and tear

Weight : 23 Kgs

Dimension: L-27"xW-20"xH-43”.

Packing: Each

Home Gym:-

Page | 53

Key features:

Home Gym CHG-150N 40 x 80 mm Sturdy oval tubing frame

150 lbs. plastic weight stack.

No cable change

PEC-DEC, high floor pulleys.

Special low pulley design to exercise on eitherside of main frame.

With lat bar, curling bar ankle strap.

Optional safety steel cover.

Pulley wheel with bearing.

Maximum user weight: 120 Kgs.

Dimension : L-51"xW-45.75"xH-81"

Weight: 113 Kgs.

Packing: Each

Health Riders:-

Key features:

Page | 54

Belt Massager CVB-1688 Computer head.

2 Long and short massage belts and 1 bead massage belt.

2 Position height adjustments.

5 Sections of strength from 5-13 M/min.

Hand pulse and body fat testing.

Packing: Each

Steppers:-

Page | 55

Key features:

Mini Stepper-CST-468

Twisted action Meter enabled Packing: Each

Yoga mat:-

Page | 56

http://cosco.in/sub_prod.php?prodid=12&lv=1&lc=N&catid=21

Key features:

Sticky yoga mat

PVC shrink wrapped Packing: Each

Trampoline:-

Page | 57

Key features:

TRAMPOLINE

Available in Size: 96", 72", 48" and 40" dia.

Heavy gauge steel.

Spring attached.

Packing: Each

Pedometer:-

Page | 58

Key features:

PEDOMETER-FULL FUNCTION

Count steps upto 1, 00,000.

LCD Screen.

Double Line screen.

Can display: - Steps, Speed, Distance, Calorie and Clock.

Packing: Each

Gym Ball:-

Page | 59

Key features:

GYM BALL

Size Available: 55mm, 65mm, 75mm, 85mm and 95mm.

4" Foot pump included.

Packing: set

Swing Machine:-

Page | 60

Key features:

SWING MACHINE

The Machine is equipped with DC Motor.

It uses a left and right swing frequency system that swings centering on waist, and makes users breathe more oxygen as well as build a healthy spinal nerves system.

Packing: Each

Page | 61

PART - B

Page | 62

Research Methodology

The purpose of the methodology is to describe the research procedure. The methodology will

reveal why a particular design is being used for conducting research.

RESEARCH DESIGN:

A research design is the specification of methods and procedures for acquiring the information

needed. It is the over-all operational pattern or framework of the project that stipulates what

information is to be collected from which source by what procedures. Research design denotes

the description of the research design. The aim was to collect relevant information, which fulfills

our requirement and can be analyzed at a later stage of study without any problem. This was to

be done in minimum expenditure with least efforts and in a set period of time. For my project I

select ‘SWOT ANALYSIS OF COSCO INDIA LTD.’. The project includes the general research

on the Strength, Weakness, Opportunity, and Threat to the Cosco. This helped us in having

enough provision for protection against bias and maximizes reliability.

DESCRIPTIVE RESEARCH:

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Descriptive study, as its names implies, is designed to describe something – for example, the

characteristics of the users of a given product, the degree to which product use varies with

income, age, or other characteristics, or the number who bought a specific sports product.

Advantages of Descriptive Study:

Involve relatively large number of observation

Analysis is more objective

Averages and Percentages are calculated

DATA COLLECTION METHOD:

The methodology reveals the methods of data collection. There may be primary sources and

secondary sources of data collection.

Collecting Secondary Data:

After deciding our objective I looked for collecting and studying secondary data. It included

extensive study of literature available in Annual reports of Cosco India Limited, articles,

newspapers, journals, magazines, handouts, pamphlets describing the company and its products.

Studying of secondary data gave us an insight into the problem into hand. It also provided us

with clues and helped in designing primary research. It provided us a more accurate picture about

the functioning of Cosco India Limited.

Collecting Primary Data:

The objective of primary data is formulated on the basis of research objectives. Objectives set the

guidelines and directions of research planning. Formulating the objectives offers the best feasible Page | 64

means of solution. The primary data for my study was being collected by conducting survey. The

tools for data collection used was following types

OBJECTIVE OF THE STUDY

In the general sense, the most important reason for SWOT analysis is that it plays a significant

role in evaluation of company’s strengths, weaknesses, opportunities and threats. These can be

called environmental forces that affect its ability to earn profit. The business unit should set up a

marketing intelligence system to track trends and important development. For each trends and

developments, management needs to identify the associated strengths, weaknesses, opportunities

and threats.

To understand about Cosco India Ltd. and Cosco Products like basket balls, Volley balls,

Soccer ball, Tennis racket, badminton racket etc. and Health & fitness equipment I choose this

topic as my project. I try to cover all aspects related to SWOT analysis. It provides insight into

aggregate economic and social trends and can perhaps even predict such trends. In addition, this

understanding may suggest ways to increase the efficiency of the market system of Cosco

Products and improve the well-being of people in society.

Page | 65

DATA ANALYSIS AND INTERPRETATION IN RESPECT TO SWOT

SWOT Analysis

With the help of this analysis we are able to know the strength, weakness, opportunity and

threats of Cosco India Ltd. for research work and study.

STRENGTH

As we know that strength means a power of the company. A power with the help of which the

company grows in a competitive environment and faces the many challenges of internal and

external environment.

According to my survey, I analyze that following factors are responsible for the strength of

COSCO (INDIA) LTD.

1. Large product profile

2. Best quality

3. Turnover

4. Profit

5. Awards

6. Certificates

Page | 66

Large Product Profile

Cosco (India) Ltd. have all kinds of sports Goods like

Basket balls

Volley balls

Foot balls

Tennis balls

Cricket balls

Cosco feather shuttle cocks

Cosco nylon shuttle cocks

Soccer shoes

Sports accessories

Fitness accessories

Badminton rackets

Tennis rackets

Squash rackets

Latex bladders

Swimming caps

Swimming goggles

Sports nets

Basket ball board

Roller skates

T.T. tables

T.T. batsPage | 67

T.T. balls

Cosco not only manufacture and sales all kinds of sports equipment but also have large range of

variety and latest designs comparable to any other sports company. Now Cosco (India) Ltd. also

entered in manufacturing of health equipments.

So, manufacturing the large numbers of equipment strengths the company.

Best quality

To know about the quality of the product we done the internal and external survey.

For internal survey we visited to this manufacturing unit which is placed in Gurgaon.

In manufacturing unit we saw that company placed high quality rubber to manufacture it

products. Raw material is imported from Sri Lanka and some of the part is taken from Kerela.

Raw Material for health equipment is imported from Taiwan.

So according to our internal survey we find that the qualities of products are excellent.

External survey is done to know about the quality of the Cosco’s product. Sample size of 20

dealers is taken to conduct the survey.

Page | 68

55% dealers say that quality of Cosco’s products is excellent.

23% dealers say that quality of Cosco’s products is good.

16% dealers say that quality of Cosco’s products is average.

6% dealers say that quality of Cosco’s products is poor.

So, on the basis of our external and internal survey we have found that Cosco manufactures good

quality product and this is the strength of Cosco.

The turnover of Cosco (India) ltd. is increasing day by day.

The profit is rising.

Many certificates and awards are given by Govt. for their excellent services.

Page | 69

In Short

1. Cosco have the variety of Sports and Health & Fitness equipments.

2. Cosco is driving comfortably on its brand image.

3. Cosco has the most advanced technological research and development centre.

4. Cosco has the different strategies to tackle the changes in the demand.

5. Cosco has appointed the Indian as Product Heads because they have better

understanding of Indian values.

WEAKNESS

Following factors are responsible for the weakness of Cosco (India) limited. factors which are

emerging out from the result of our study of company profile and survey.

Lack of promotion

Lack of professionalism in organization.

Fewer schemes provided by company to increase sales.

Minimum guarantee period.

Lack of advanced decision of product.

Sales of cricket equipment are very low.

After sales services are not good.

Page | 70

Lack of promotion

Company is not investing more money in the promotion of the products of cosco.from our

survey we have found that among 100 customers 90% says that Cosco have to do more

promotional activities to capture the sports market. The growth of Cosco is possible only when it

will concentrate on promotion by providing good schemes, advertisements etc.

Lack of professionalism in organization

Cosco is weak due to the lack of professionalism in organization. Company used to follow old

policies and procedures while other companies follow advanced policies and procedures.

Companies provide less schemes which acts as a barrier in increase of sales.

Cosco (India) limited provides only six months guarantee which is minimum

period while other companies provide more than six months guarantee.

The design of company’s product is very old.

The sale of cricket equipment is very low as compared to sports equipments

manufactured by other companies.

After sales services is not good

Page | 71

From our survey we have arrived at the result that after sales services of Cosco (India)

limited is not good.

In Short

1. Cosco have less popularity in India as a Sports brand.

2. Cosco have not improved their sales services up to the expectations of customers.

3. Cosco does not exploit the lower segment market of the Sports industry.

4. Cosco has used ineffective marketing techniques.

OPPORTUNITY

Opportunities for the growth of COSCO depend upon the following factors.

Brand reputation

From the result of our survey we find that brand reputation of Cosco is very good comparable to

other sports equipment & manufacturing in organization.

According to the survey of 20 dealers we found that

Page | 72

60% - dealers say brand reputation is excellent.

20% - dealers say brand reputation is good.

10% - dealers say brand reputation is average.

10% - dealers say brand reputation is poor.

So its opportunity of Cosco to produce more product and sold it on the basis of brand reputation.

Cosco image

So Cosco has a good image in consumer mind. It is an opportunity for

growth.

Cosco also enter in health equipment & manufacturing business and

make various equipments for different segments of consumers. So it is another opportunity to

earn profit.

Increased turnover.

Cosco have its specialization in manufacturing, molding and hand

made balls.

Page | 73

In short

1. The buying capacity of Indian consumer is continuously increasing.

2. India is a fast developing market, and remained unexplored fully.

3. A competitive market would help the Cosco Products to create a niche for the

marketing in India.

4. India can be made a base for export to other countries due to its favorable policies and

regulations.

5. Indian rural market is still unexplored.

THREATS

Competition

As every body knows competition is a tough challenge for any company. Competition increase

day by day. We have to decide company strategy according to the market demand and customer

perspective. There are following companies which are prevailing in the market. Like

Adidas

Nike

Nivea

Yonex

BDMPage | 74

SG

SS

So to exist in the market they have to increase in their product quality and features. To attain

sustainable growth in the market, company has to frame its policy and strategy in advance to

earn maximum profit.

High price of product

Company products available in the market are quoted at very high price especially in health

equipments. So to prevail in the market they have to reduce their price inspite of delivering good

quality product.

Minimum guarantee

The guarantee period of Cosco products is minimum as compared to other products prevailing in

the market.

Lack of professionalism in the organization

As this company grows wider in the market but still it focus on the old ideas and techniques

prevailing in the company. Company should equip with new technologies and innovative ideas

to promote its growth in the current scenario. They should use skilled persons to generate new

ideas and new technology to increase their profit.

Page | 75

In short

1. A large number of companies is already presenting the market, so a though

competitions prevails.

2. The new products might not fulfill the expectations and may be rejected.

3. Political destabilization may also occur.

4. Always needs to be alert to keep an eye on changing environment.

5. Duplication of product may be hazardous for the company.

Page | 76

Question 1. What is the Brand Reputation of Cosco in market?

Sample Size: 20 Dealers

According to the above question of the questionnaire on the dealer, I get the following

observations:

Excellent Very Good Average Not Good Poor

Brand Reputation 20 70 7 2 1

Figures are shown in Percentages

GRAPHICAL PRESENTATION:

Following is the Graphical Presentation of Data obtained by the above question about the

motivating factor in the selection of the product:

Page | 77

Questions asked to Dealers

INTERPRETATION:

According to obtained Data, following facts were revealed:

Main factor for the selection of the product in the media as:

Poor: About 1% Dealer was saying that brand reputation of Cosco in the market is

Poor.

Not Good: About 2% Dealer was saying that brand reputation of Cosco is Not Good.

Average: About 7% Dealer was saying that brand reputation of Cosco in the market

is Average.

Very Good: About 70% Dealer was saying that brand reputation of Cosco in the

market is Very Good.

Page | 78

Excellent: About 20% Dealer was saying that brand reputation of Cosco in the

market is Excellent.

From the above data it is usual that the Mostly Dealers are in favor that the Brand reputation of

Cosco is Very Good.

Question 2. What is your opinion about Product Quality?



observations:


Product Quality 10 80 5 3 2


Page | 79




INTERPRETATION:



Poor: About 2% Dealer was saying that Product Quality of Cosco is Poor.

Not Good: About 3% Dealer was saying that Product Quality of Cosco is Not Good.

Average: About 5% Dealer was saying that Product Quality of Cosco is Average.

Page | 80

Very Good: About 80% Dealer was saying that Product Quality of Cosco is Very

Good.

Excellent: About 10% Dealer was saying that Product Quality of Cosco is Excellent.

From the above data it is usual that the Mostly Dealers are in favor that the Product Quality of

Cosco is Very Good.

Question 3. Packing of product is able to pull the attention of consumers or not?



observations:


Packing 20 60 10 5 5


Page | 81




INTERPRETATION:



Poor: About 5% Dealer was saying that Packing of products of Cosco is Poor.

Not Good: About 5% Dealer was saying that Packing of products of Cosco is Not

Good.

Page | 82

Average: About 10% Dealer was saying that Packing of products of Cosco is

Average.

Very Good: About 60% Dealer was saying that Packing of products of Cosco is Very

Good.

Excellent: About 20% Dealer was saying that Packing of products of Cosco is

Excellent.

From the above data it is usual that the Mostly Dealers are in favour that the Packing of products

of Cosco is Very Good.

Question 4. Are you satisfied with the responses from cosco for your queries?



observations:

Excellent ResponseVery Good ResponseAverage ResponseNot Good ResponsePoor Response

Response from cosco upon Query 10 15 50 15 10





Page | 83

INTERPRETATION:



Poor Response: About 10% Dealer was saying that Response from cosco is Poor.

Not Good Response: About 15% Dealer was saying that Response from cosco is Not

Good.

Average Response: About 50% Dealer was saying that Response from cosco is

Average.

Page | 84

Very Good Response: About 15% Dealer was saying that Response from cosco is

Very Good.

Excellent: About 10% Dealer was saying that Response from cosco is Excellent.

From the above data it is usual that the Mostly Dealers are in favour that the Response from

cosco is Average.

Question 5. Are you getting proper response about Dispatches?



observations:


Response about Dispatches 15 20 40 15 10





Page | 85

INTERPRETATION:



Poor: About 10% Dealer was saying that response about dispatches from cosco is

Poor.

Not Good: About 15% Dealer was saying that response about dispatches from cosco

is Not Good.

Average: About 40% Dealer was saying that response about dispatches from cosco is

Average.

Page | 86

Very Good: About 20% Dealer was saying that response about dispatches from

cosco is Very Good.

Excellent: About 15% Dealer was saying that response about dispatches from cosco

is Excellent.

From the above data it is usual that the Mostly Dealers are in favour that the response about

dispatches from cosco is average.

Question 6. Are you getting proper after sales service?



observations:


After Sales service 20 10 60 5 5





Page | 87

INTERPRETATION:



Poor: About 5% Dealer was saying that after sales service of cosco are Poor.

Not Good: About 5% Dealer was saying that after sales service of cosco is Not

Good.

Average: About 60% Dealer was saying that after sales service of cosco is Average.

Very Good: About 10% Dealer was saying that after sales service of cosco is Very

Good.

Page | 88

Excellent: About 20% Dealer was saying that after sales service of cosco is

Excellent.

From the above data it is usual that the Mostly Dealers are in favour that the after sales service of

cosco is average.

Question 7. What is your total observation about cosco?



observations:


Brand Reputation 20 70 7 2 1Product Quality 10 80 5 3 2Packing 20 60 10 5 5Response from cosco upon query 10 15 50 15 10

Response about dispatches 15 20 40 15 10

After Sales service 20 10 60 5 5


GRAPHICAL PRESENTATION:Page | 89



INTERPRETATION:

Page | 90

According to obtained Data,

I consider that Cosco has strong brand reputation in the market. In fact it has a brand image in

some product like cosco cricket ball and cosco basket ball. About 70% dealers are saying that its

brand reputation is very good.

Cosco also have superior product quality. They never do compromise with the quality of

product. Each and every product goes through many tests in R n D labs. About 80% dealers are

saying that its product quality is very good.

Packing plays an important role in the marketing of product. Packing gives Each and every

information about product. About 60% dealers are saying that its packing is very good.

About 50% dealers are saying that cosco has average response system for query.

About 40% dealers are saying that cosco has average response system for dispatches.

About 60% dealers are saying that cosco has average after sales service. after sales service helps

in retaining the customer.

Limitations of the studyPage | 91

1. As per the project involved the marketing research using questionnaires, views

expressed by the respondents are confined to elements of questionnaire. But I tried to get more

information through general question so that I could reach at the clear picture of the situation.

2. Between the Dealer and interviewer, due to differing perceptions, communications

errors in the form of miscomprehension, selective perception creeps in. In this case, errors were

unavoidable and thus might have added to slight inaccuracy in my results.

3. When the dealers were interviewed, it is quite possible that the personal biases of

dealers might have crept in.

4. All Dealers are not alike. Thus the results may not hold true for every individual.

5. In some instances respondents may not have revealed the truth.

Findings

Page | 92

Findings are the results of the study. To know about consumer’s view about the products

and the effective and the largest coverage media for the advertisement and marketing the

products and also to know the type of ads liked by the consumers. The study also includes

knowing how the consumers relate with the products? The main aim of the study was to study

the new developing channel of distribution of the products in the local market. The study was

concerned with the sports market in India the findings are related to:-

Brand Reputation

Product quality

Product Packing

Response from Cosco upon Query

Response about Dispatches

After Sales Service

Overall observation

The following analysis was done to obtain the findings in accordance with our objectives

determined during the course of study.

Recommendations

Page | 93

1. Cosco should give more attention on its Quality of after Sales Services because it

helps the company to increase customer’s satisfaction and retain the customers.

2. Cosco should concentrate on the direct retailing of its products to the customers. It

would increase its sale of the products.

3. Cosco should try to advertise more in the Indian market to make the brand more

popular.

4. Cosco should give more advertisement in Magazines & Newspapers to remind the

people about their new ranges of products.

5. Cosco should maintain the communication through feedback. They should take

time-to-time feedback from dealer about customer satisfaction to know about the customer

perception about its products.

6. Cosco should look for the reasons for buying the other brands and take the actions

to employ that in their strategy.

7. Cosco should prefer the rural areas also for selling its products.

8. Cosco should increase knowledge and ability of Dealers to explain finance options

if requested.

Page | 94

9. Cosco should provide all details related to any promotions, company schemes or

discount applicable at the time of purchase.

10. Cosco should provide more information about features and specifications of Sports

and fitness goods such as Variety, Range, usage and warranty etc.

11. Cosco should make sure that Salesman show better ability to listen, understand and

answer queries.

12. Cosco should ensure that the company is innovative and introduces new products to

meet new customer’s needs.

13. Cosco should provide quality and latest products, which help company to face the

challenges made by competitors.

14. Direct appeal to end-users should be made, the primary sale become very easy.

15. Word-of-mouth can be generated by keeping the existing customers.

BibliographyPage | 95

BOOKS

Kotler, Philip and Armstrong, Graw - Principles of Marketing, Pearson

Education, New Delhi 2004.

Kotler, Philip - Marketing Management: Analysis, Planning,

Implementations and Control, Pearson Education, New Delhi. 2003, 11th

Ed.

Kotler, Philip and Keller, Kevin - Marketing Management: Analysis,

Planning, Implementations and Control, Pearson Education, New Delhi.

2006, 12th Ed.

Sharma J K - Business Statistics (Pearson Education)

Beri - Marketing Research (Tata McGraw-Hill), 1993, 2nd Ed.

Kalakota R - Electronic Commerce: A Manager’s Guide (Pearson

Education) 2000

DAILYS & JOURNALS

Page | 96

Business World

Business Today

The Economic Times

INTERNET

www.cosco.in

www.coscoindia.com

www.google.com

Questionnaires:

Page | 97

http://www.google.com/

This method of data collection is quite popular, particularly in case of big enquiries. A

questionnaire is a method of obtaining specific information about a defined problem so that data,

after analysis and interpretation, results in a better appreciation of the problem.

In order to motivate respondents and to get best of the information from them, it was tried to

build questionnaire that is interesting, serve our objective, unambiguous and easy to complete

and is not burden someone. The aim was to enable ease in analysis and facilitate easy

classification of response to get meaningful outcome within acceptable limits.

A few questions were in disguised, where the true purpose was hidden but was sufficient to bring

in the right information from respondents. Depending on the requirement, the questions were

kept open ended and closed ended. The sequence of question in questionnaire was kept in a

logical order. After following a series of trial and changes the finally evolved questionnaire was

being used for survey work. I used the following type of Questionnaire for Cosco Products

because Cosco mostly do B2B (Business to Business) Business. They mostly supply their

product direct to the dealer not to end user:

Questionnaire for the DealersPage | 98

EXECUTION OF SURVEY WORK:

The survey work is that was done to collect primary data. In this phase we conducted “Dealer

Survey” by using questionnaire. I individually approached to Dealers and got the questionnaire

filled by them. The Dealers were randomly chosen.

The extreme care is taken to cover the section of Dealers which are the potential and present

consumers having there view about the products. The customers involved are the youth and the

above having the clear vision about products.

ANALYSIS AND INTERPRETATION:

Page | 99

After collecting the questionnaire filled, I scanned each of entry ensuring that all relevant

information required for analysis is available and is in the form through which we can analyze.

Adjusting was made where required keeping in mind that it does not hampers the outcomes of

our objectives. Editing of data collected was done to detect errors and omissions and such

corrections were made where required.

Further, coding of responses to assign numerated or symbols was done for easy and fast analysis.

Adopting suitable classes like Poor, Not Good, Average, Very Good, and Excellent etc. This

helped in grouping and categorization of responses. The data after collection, correction and

classification was processed and analyzed and compared in accordance with the outline made for

the purpose at the time of developing research plan. The classified data was finally subjected to

cross tabulation analysis and represented graphically for easy interpretation of result

Questionnaire for the DealerPage | 100

Date:…………………..

Dealer Name:………………………………… Phone no……………….………………………

Address:…………………………………………….…………………………………………………

………………..………………………………………………………………………………………….


Brand Reputation

Product quality

PackingResponse from cosco

upon queryResponse about

DispatchesAfter Sales Service

Dealer overall observation: ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Dealer signature with stamp

Page | 101

4 project_report cosco

Documents

company cosco india

company business

firm company

public limited company

management positions

management questions

director company secretary

cosco india limited