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31

SWOT ANALYSIS

It is very important to have a SWOT analysis of the company which helps in

knowing both the side of the company.

Strengths:-

1. Technological base.

2. Good quality products.

3. Wide range of products.

4. After sales service.

5. Additional features of products.

Weakness:-

1. Low awareness about the features of product.

2. Spending less in advertising.

3. Less awareness about service after sales

.Opportunities:-

1. More customers looking for shifting to new and premium segment.

2. Advertising and making people aware of the product and its features which can

aid in increasing market and its share.

3. Concentrating to international customers too.

4. Capturing the market with the key factor of “service after sales”.

Threats:-

1. New in market.

2. Strong competition in the field of product range and its pricing.



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RESEARCH DESIGN AND METHODOLOGY

Definition of research:-

Research is a scientific and systematic search for pertinent information on a specific

topic in fact research is an art of scientific investigation. The search for knowledge

through objective and systematic method of findings solution to a problem is

research. Clifford woody defines research comprise of defining and redefining

problems, formulating hypothesis or suggested solutions; collecting, organizing and

evaluating data; making deduction and reaching conclusion; and at last carefully

testing the conclusions to determine whether they fit the formulating hypothesis.

“Research is a careful investigation or inquiry especially through search for new facts

in any branch of knowledge”

“Research is a systematic effort to gain new knowledge”

Research process:-

Define the research problem

Estimate the value of the information to be provided by the research

Select the data collection method

Select the measurement technique

Select the sample

Select the analytical approach

Evaluate the ethics of research

Estimate time and financial cost



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Type of research :-

Research conducted for this project is descriptive research which comes under

conclusive research. Descriptive research embraces a large proportion of market

research. The purpose is to provide an accurate snapshot of some aspects of market

environment.

Research instrument refers to the physical aids by the research is carried out. The

main research instrument used in this project is a structured questionnaire.

With reference to the project, the questionnaire is prepared in order to study the buying

behavior of different retailers and institutional consumers in the city.

Our Questionnaire includes open ended and close ended questions.

Sources of data collection

Primary source

Secondary source

Marketing researchers have a choice of two main research instruments in collecting

primary data- questionnaire and mechanical device. Mechanical devices are used

frequently in marketing research. Mechanical devices hold no relevance for this study

and thus only questionnaire was used.

The primary data has been collected through the

following methods:

Questionnaire method:-

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

This method will be main source for gathering information in project. A questionnaire

in which there are concrete and pre-determined questions and the questions are

presented with different sequence and wordings to all the responsibilities of the three

different segments.



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A questionnaire consists of a set of questions presented to respondent for their

answers. Because of its flexibility, the questionnaire by far the most common

instrument used to collect the primary data.

I made a structured questionnaire for taking response from customers. Various close

ended and open ended questionnaires were formed for taking response from

customers.

I have prepared a well structured questionnaire which consists of 10 questions which

were asked from customers.

Observation method: - It’s the most commonly used method, as

observation becomes a scientific tool and method of data collection for the

researcher. Under observation method, the information will be gathered by

inspecting the stocks of Crompton greaves available with the distributer and

customers.

Interview method: - The interview method of collecting data involves

presentation of oral – verbal stimuli and reply in terms of oral – verbal

response. This method will be used for offices and institutions that are too

busy to fill the questionnaire and in some cases it will also be used for caterers

& booking agents who are not willing to fill the questionnaire for same reasons.

Contact method: - Once the sampling plan has been determine, the

marketing researcher must decide how the subject should be contacted. The

choices are mail, telephone, or personal interviews. Telephone could not be

an effective medium for getting the first hand responses market survey, I

design the research based on primary data. For the collection of primary data,

I designed the structured questionnaire. For filling the questionnaire I will use

method of direct interview.



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Secondary data will be used to supplement the primary research and method was

adopted the data related to the study.

Some places a lot of problems in collection of data therefore instead of questionnaire

I adopted interview method so that I could make my respondents feel easy. For

appointment I used telephone in case of customer I have taken special permission

from the contractor to visit his plant.

Secondary data:

For the project were collected from:

Various publications on related subject

Various publication on the area of work

News papers, journals & business magazines.

The researcher plan is designed for gathering the needed information. Designed

research plan calls for the information (data) sources, research approach, research

instruments, sampling plan and contact method. These types of data were

Company profile

Product profile

Competitors profile

The data were collected through internet and company’s financial report.

Data Collection Method: -

For given project, the primary data, which needed to collect for the first time, were much

significant. This type of information gathered through survey technique, which is the

most popular and effective technique for correct data collection. The survey was

completed with the use of questionnaires.



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Methods of collection primary data :

Interview method of data collection

Observation method of data collection

Questionnaire method of data collection

Method for collecting secondary data :

Record review method for data collection

FOR PROJECT

Methods for collecting primary data :

For our project we used following method

Questionnaire method of data collection

In this method, a questionnaire sent to the persons concerned with the request to

answer the question and to return the questionnaire, a questionnaire consists of a

number of questions printed of typed in definite set of forms.

In preparing of questionnaire the professional marketing researcher carefully chooses

the question and they are from working a sequence. The form of a question asked can

influences of response of response. Researchers distinguish between close end and

open-end questions. Allow respondents to answer in the own words. Close-end

question provide answers that are raiser to interpret and tabulate. Our survey is based

on open end and close end questionnaire.



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According to this method a questionnaire is used for asking questions to respondents. A

special & related question format is prepared for this.

Method for collecting secondary data

Record review method

According to this method of secondary data collection manuals have been studied to-

gather the necessary information.

Internal sources

Govt. publications

Periodical and journals

Commercial data

Books, magazine and newspapers

Telephones & internet

Pamphlets

Broachers & annual report of CGL

Sampling:-

Sample is the small group taken under consideration from the total group. This small

group represents the total group. In the project the market research, which was ask to

be studied was market but as it was possible to approach all the respondent customer

of Crompton Greaves, hence a sample was selected which represents the whole. The

areas selected for the sample are present further in the appendix. Sample size of

customer list was taken from Crompton Greaves customer data base.



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Data evaluation:-

The data so collected were not simply accepted because it contained unnecessary

information and over or under emphasized facts. Therefore only relevant data wereincluded in the report, which helped in achieving the objectives of the project.



39

ANALYSIS & INTERPRETATION

1. Customer satisfactions towards the products of Crompton Greaves.

Year Importance Rating

2011-12 9.00 8.31

2010-11 9.12 8.76

2009-10 9.13 8.8

2008-09 9.13 8.6

2007-08 9.33 8.8

Interpretation- By above graph it is also clear that there are very good quality of

product towards the Crompton Greaves we get.

7.8

8

8.2

8.4

8.6

8.8

9

9.2

9.4

9.6

Year11-12 Year10-11 Year09-10 Year08-09 Year07-08

Importance

Rating



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2. Customer satisfactions towards the service of Crompton Greaves.


2011-12 8.62 7.77

2010-11 9.24 7.97

2009-10 9.06 7.97

2008-09 8.86 7.76

2007-08 9.2 8.66

Interpretation- By above graph it is also clear that there are very good level of

service satisfaction of customer towards the Crompton Greaves we get.

7

7.5

8

8.5

9

9.5


Importance

Rating



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3. Customer satisfactions towards the reliability of Crompton Greaves.


2011-12 9.00 8.08

2010-11 9.29 8.90

2009-10 9.20 8.67

2008-09 9.13 8.4

2007-08 9.33 8.26

Interpretation- As per the above description at this topic we also get a good

response of customer towards the performance of Crompton Greaves. There are

many customers we are talking and get a very good response above the Crompton

Greaves performance.

7.4

7.6

7.8

8

8.2

8.4

8.6

8.8

9

9.2

9.4

9.6


Importance

Rating



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4. Customer satisfaction above the brand image of Crompton Greaves.


2011-12 8.92 8.31

2010-11 8.68 8.71

2009-10 8.9 8.89

2008-09 8.83 8.86

2007-08 9.00 8.53

Interpretation- Here we also find the good level of Brand image satisfaction of

Crompton Greaves.

7.8

8

8.2

8.4

8.6

8.8

9

9.2


Importance

Rating



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