Methodology

The execution of the project lies on the grounds of the data collected from the market by 12 trainees
who have been assigned specific markets in town. The data has been collected as per the questionnaire
provided by the company.

After the collection of data from various routes, it will be put in a common format so as to obtain the
picture of Dehradun region as a whole. Market Share as the basis of interpretation of Gap Analysis is to
be calculated from the data. The collective volumes of the Refillable Glass Bottles (RGB) will be
calculated which shall reflect the market share in its case. Similar steps will be taken for calculation of
market share of Poly Ethylene Tetra (PET) stock.

Total Coc a Cola Cases

( Market Share ) RGB=
Total Cases of CocaCola+ Pepsi

Total Coca Cola Cases

( Market Share ) PET=
Total Beverage Cases

The above proportions will then be multiplied by 100 in order to reach at the percentage market shares
which will not only be found out for the city as a whole, but individual markets will also be assessed for
the same. We will thus arrive at the figures as of June 2010. The expected figures have been provided by
the company to be achieved by Dec 2010.

The gap between the present and the expected market share is to be plotted on a graph which has
Market Share in percentage on Y axis and Time in months of reference on X axis. The efforts then need
to be extended to close the gap within the stipulated time frame. Ansoff matrix has been taken as a tool
of evaluating the present and the future conditions and the ways in which the gap could be met to reach
the expected figures by Dec 2010.