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Micro Analysis of CERA senetary

Micro Analysis of CERA senetary

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Published by Dhimant
contact: 09428238732
contact: 09428238732

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Published by: Dhimant on Apr 18, 2009
Copyright:Attribution Non-commercial


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Today, cera sanitaryware ltd is considered as one of the pioneers inthe sanitaryware segment in India. It is now the third largestcompany in the organized sector with over 20% market share.Incidentally, it is also the largest and only listed company in puresanitaryware space.To maintain the edge in the market, cera keeps upgrading andincreasing its product portfolio regularly. Moreover, it enjoys astrong distribution network of 500 dealers and 5000 retailers.CERA has production capacity 1.3mn pieces but they areupgrading it to 2.2 mn pieces.It is never easy to reach top position and it’s more difficult tomaintain or improve on that position. You need to constantlyinnovate and add value. CERA is doing that by realizing that it isavailable up to the premium segment and thus they felt to havetheir presence in luxury segment too. To achieve this CERA hastied-up with Pozzi –Ginori, an Italian designer Sanitaryware whichis part of Sanitec Group, the European Sanitaryware Leader.In fact, sanitation is major issue in our country. And it would not be wrong to say that sanitaryware industry is in a way of  promoting proper sanitation. Government is treating sanitaryware
as a luxury product. Our stand has been that basic sanitaryware isnot a luxury product, but a utility product for the common man.Even after 60 years of independence, there is almost 40% of  population, which is in need of access to proper sanitationfacilities. The government policy of not treating sanitaryware as aluxury product by reducing excise duty can go a long way in promoting sanitation. A lot of diseases are spread due to improper sanitation. Thus. Proper sanitation in turn can help governmentsave on its health related spends.The Company's principal activities are to manufacture and sellsanitaryware and glazed tiles. The Company product includesceramic sinks, wash basins, wash basin pedestals, baths, bidets,water closet pans, flushing cisterns, urinals and similar sanitaryfixtures.The growth of Ceramic/Sanitaryware industry entirely depends onallied sectors like housing/real estate, Government quadrilateral projects, N-E-W-S-Corridor all performing well ahead and isexpected to post a healthy growth in 2004-05. The restoration of natural gas and recent new gas finds would also bring cheer to theindustry players and R-LNG would play a vital role in reducing thefuel cost.
China has the world’s biggest bathroom equipment and taps andmixers market by volume followed by the US with Brazil in third.One surprising feature about the world market is that despite Indiahaving a population of over 1 billion people it actually has thesmallest baths market of the 22 countries covered with just under 16,000 units sold in 2002.Here the study is made of the financial Analysis, the marketingmanagement how the marketing is done in order to achieve theorganizational goals and objectives, the study is done onrecruitment procedure followed by the CERA and how theymaintain them. This report describes about the types of services provided by the CERA and their benefit on the part of the CERAwhich type of additional benefits they provides to their customersin order to maintain them and attract them to invest more and morewith Cera. In this report it is described about the CERA as wholeand is analysis is done according to its information collected likePorter Analysis, PEST Analysis, SWOT Analysis and GE Models,which helps in formulation of strategies of the company.

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