A Summer Training Project Report On

CORPORATE IDENTIFICATION AND COMPETITION ANALYSIS- ON ACP & SILICONE SEALANT WITH REFERENCE TO ALSTONE INTERNATIONAL
Submitted for the partial fulfillment towards the award of the Master of Business Administration (MBA+ PGPM; Approved by AICTE) of Star

Institute of Management and Technology

Gorakhpur (U.P)

By DURGESH KUMAR AGRAHARI Under the Supervision of Mr. A.K.Gangwar

Department of Management Studies Institute of Management and Technology

Gorakhpur (U.P)

DECLARATION

I, Durgesh Kumar Agrahari hereby declare that the project entitled Corporate Identification and Competition Analysis on ACP & silicone sealant, With Reference to ALSTONE INTERNATIONAL. has been personally done by me under the guidance of Mr. A.K.Gangwar, Corporate Sales Manager, in partial fulfillment of Post Graduation Program- during academic year-2010-2012. All the data represented in this project is true & correct to the best of my knowledge & belief. This work has not been submitted for any other degree / diploma exam elsewhere.

DATE: AGRAHARI

DURGESH KUMAR

Roll no.

TABLE OF CONTENT
Page no. Chapter 1 Introduction to the topic Chapter 2 Introduction to the organization Chapter 3 Importance of the Study Chapter 4 Scope of the Study Chapter 5 Literature Review Chapter 6 Research Design Research Problem & Research Objective Population of the Study Sample size Sampling Technique Data collection Data Analysis Chapter 7 Data Analysis & Data Interpretation Chapter 8 Conclusion Chapter 9 Recommendations and Suggestions Limitations References Appendix

EXECUTIVE SUMMARY

Title of the ProjectCorporate Identification and Competition Analysis - on ACP & Silicone Sealant with reference to ALSTONE INTERNATIONAL.

Different objective behind conducting this projecto Identifying Target Customer. o Customer Orientation towards Features available in ALSTONE

INTERNATIONAL ACP & Silicone sealant products. o Listing of the product preferences in ACP & Silicone sealant. o Recommendation on Market potential For ALSTONE INTERNATIONAL ACP & Silicone sealant.

Chapter-1 Introduction to the topic

INTRODUCTION TO THE TOPIC

The project was carried out for understanding the customer behavior in ACP & Silicone sealant of ALSTONE INTERNATIONAL, and its market potential. ALSTONE INTERNATIONAL was established in the year 2004, they are old player in ACP Industry, and ALSTONE INTERNATIONAL has two principle client segments customer and Service management. ALSTONE INTERNATIONAL follows values such as Integrity, teamwork, respect to Commitment professionalism, & Mission. The product out of which has chosen for research is ACP & Silicone sealant. This research helps us in finding out the customers view regarding the product and Services offered by the ALSTONE INTERNATIONAL and awareness by promotion and also identifying the market potential of the product offered by the ALSTONE INTERNATIONAL.

ABOUT THE PROJECT

The project was carried out in Ghaziabad city with an objective of knowing satisfaction level of customer with ACP & Silicone Sealant Product and do customers are aware about the different types of ACP & Silicone Sealant Product &Services provide by the Company. The total sample size taken was one hundred (100) from various market of the Ghaziabad. The research shows that the market potential for the Company is very good and so many customers are not aware of the services provided by the Company which are not provided by other Company. On the other hand we have also the existing customers of ALSTONE INTERNATIONAL who are satisfied with the working style of the Company, but want continuous updates about the new Product of the Company. They want that Company should do promotional activity as Advertising. So that they can be updated while seating at home. The researcher used the method of questionnaire to know all feedback which is listed above.

Chapter-2 Introduction to the organisation

INTRODUCTION TO THE ORGANISATION

COMPLETE NAME OF THE COMPANY ALSTONE INTERNATIONAL

BUSINESS OBJECTIVE The primary objective of ALSTONE INTERNATIONAL is to enhance the market share in ACP as well as in silicone sealant industry in the country through the provision of housing finance in a systematic and professional manner, and to promote home ownership. Another objective is to increase the flow of resources to the housing sector by integrating the housing finance sector with the overall domestic financial markets. ORGANISATIONAL GOALS Alstone International main goals are to (a) Develop close relationships with individual Architect/Fabricator, (b) Maintain its position as the premier ACP Company in the country, (c) Transform ideas into viable and creative solutions, (d) Provide consistently Qualitiable & Reliable, (e) To grow through diversification . SLOGAN FOR ACP LOOKS GOOD. LASTS LONG. FOR SILICONE

BOND FOR LIFE.

Alstone International product

Alstone International

Aluminium composite panel (ACP)

Silicone Sealant

Aluminium composite panel (ACP)

Service coil

Poly Vinyl Chloride (PVC) (LD+HD) Coated coil

Aluminium Coil

Chapter-3 Importance of the study

IMPORTANCE OF THE STUDY

For Company :- The study is useful to ALSTONE INTERNATIONAL because with the use of the report it can compare itself with other Brand and also do some modifications in its services and Strategies so as to compete with the competitors in both short as well as long run.

For Student: - The study is useful for student as he/she gained knowledge about various ACP(Interior & exterior), Silicone Product, the working of the Company and also about the competitors of the Company which plays an important role in the marketing and implementation of the strategy.

Chapter-4 Scope of the study

Scope of the Study

The scope of study is to understand the problem faced by the ALSTONE INTERNATIONAL while increasing the other brands With the help of this project we can introduce new facility and we can explore new segment of customers with the analytical conclusion of this project. We can better understand what our weakness is and what our strength is. So that we can explore the strength and remove weakness.

Chapter-5 Literature Review

Porters Model

For competitive analysis Michael Porter proposed a model. It is known as Porters Model of Industry Analysis Michael Porter, an authority on competitive strategy, contains that a corporation is most concerned with the intensity of the competition within its industry. The collective strength of these forces, he contains, determines the ultimate profit potential in the industry, where profit potential is measured in term of long run returns on invested capital. The stronger each of these force is, the more companies are limited in their abilities to reach prices and earn greater profits. Although Porter mentions only five forces, a sixthother stakeholders is added here to reflect the power that governments, local communities, and other groups from the task environment wield over industry activities. In the short run, these forces act as constraints on a companys activities. In the long run, it may be possible for the company, though its choose of strategy, to change the strength of one or more of the forces to the companys advantage. In careful scanning in its industry, the corporation must assess the importance to its success of each of the following six forces Threat of new entrants Rivalry among existing firms

Threat of substitute products Bargaining power of buyers Bargaining power of suppliers Relative power of other stakeholders

POTENTIAL ENTRANTS
Threat of new Entrants Relative Power of Union or Govn.

SHARE HOLDERS

Industry Competitors

Bargaining Power

BUYER SUPPLIERS
Bargaining Power Rival Among Existing Firms Threat of Substitute

Products or Services

SUBSTITUTES

Chapter-6 Research Design

RESEARCH DESIGN
RESEARCH PROBLEM & RESEARCH OBJECTIVE Company basically means business and in business collection of raw data allows the managers to see the real scenario and then take a decision as per the data obtained. There are several implications in this statement: The company gets a clear picture of the Market scenario. They can examine the available information in the form of data to make a decision They can even get a clear picture of the scenario or potential of the ACP & silicone sealant of their company in comparison to other companies. The information can only be gathered by data collection and then analyzing the available data.

Therefore, it can be said that the data collection is an important part of the project.

Data Raw numbers

Information

The projected objectives were considered and as per the requirement a market survey was done. Procedure: The procedure that followed can be enlisted as below: Reading about the product Deciding on the objective to proceed. Developing Survey instruments Conducting personal interviews with different organisations through a Questionnaire. Finally analyzing the data of various Geographic areas and trying to study with the other players.

Process adopted: 1. Gaining knowledge about the product: Reading about the product was the first step undertaken. This gave not only in depth knowledge about what is been offered by other players but also proved useful while developing the questionnaire. Steps in the Development of the Survey Instruments The main instruments required for survey was a well-developed questionnaire. The questionnaire development took place in a series of steps as described below:

Step 1 Step 2 Step 3 4 5

Research

objectives

are

being

transformed into information objectives.

The Appropriate data collection methods have been determined The information Measurements is being evaluated. Question/Scale required by each objective is being Specific Questions/Scale Measurement format is determined. developed.

Step 6 Step 7 Step 8 Step 9

Research

objectives

are

being

transformed into information objectives.

The number of information needed is being determined.

The questionnaire and layout is being evaluated.

Revise the questionnaire layout if needed.

Step 10

The Questionnaire format is being finalized.

3.

Customer Survey:

The people play an important part as a clear perception of people about the product can be estimated and known. Studying the need levels of the people regarding the Insurance product can be observed. It was very useful in knowing about the requirements of the people.

4. Referred to brochures and websites of competitors: To understand the competitors product brochures and websites of various players were referred and a competitive analogy of all the information is been made.

Sampling Plan: Population of Study: The target population of the study included the different organisations. It will further be based on Simple Random Sampling. Sample size: 100 people. Sampling Technique: Simple Random Sampling Area of the study: Ghaziabad Data Collection: The data collection is an important part of the project. Types of Data: Data which are used in this research, are: 1. Secondary Data: Data was collected from websites, maganizes and catalogues to understand the product of the different players

2. Primary Data: A Primary Research was conducted: The questionnaire was prepared for the companies and following areas covered: competing brands. Features offered by different brands. Consumer profile Satisfaction level Desirable features of the product.

Data collection tools The questionnaires consisted of Multiple choice questions and Open ended question

Data Analysis The final draft of the questionnaire (see Appendix) was prepared on the basis of the observations from the pilot study. These were then finally filled by 100 customer, for the conclusive study. Finally the data collected was fed into the data analysis software- SPSS, to be analyzed using statistical techniques. Types of Primary Data collected: Socioeconomic Characteristics: socioeconomic characteristics are sometimes called states of being in that they represent the type of people. The factors on which we are working are occupation. Monthly transaction is also an important parameter but it is difficult to verify. Although the amount of money that business unit earns in a month is an absolute, not a relative quantity but it is a sensitive topic in our society and it is difficult to determine. Attitudes/Opinions: Through the questionnaire we have tried to get hold of business preference, inclination and requirement. Attitude is an important notion in the marketing literature, since it is generally thought that the attitudes are related to the behavior of businessmen.

Motivation: Through the questionnaire we have tried to find the hidden need or want of businessmen and have tried to find if these people can be tapped as the potential customer for HDFC Bank. Behavior: Behavior concerns what subjects have done or are doing. Through the questionnaire we have tried to find out the behavior of the individuals regarding the product and their responses. If the responses are favorable then the person can be said to be our potential customer. The primary data serves as an important tool to measure the behavioral trend of the customer. It helps in answering some of the vital Questions.

Obtaining the Primary Data: The data collection was primarily done through communication. Communication involves questioning respondents to secure the desired information, using a data collection instrument called questionnaire. The questions were in writing and so were the responses. Versatility: It is the ability of a technique to collect the information on the many types of primary data of interest to marketers. It has also been found that some of the people do not answer truthfully to all the questions especially in the case of the personal details

Chapter-7 Data Analysis & Data Interpretation

DATA ANALYSIS AND DATA INTERPRETATION

Question 1. Monthly Transaction For ACP For Silicone Sealant Total ----------------------------------------------------------------------------------------------------------------

According to the research 13% organizations do the transactions of Rs 10 to 20 lakhs, 59% organizations do the transaction of Rs 20 to 30 lakhs and remaining 28% organizations do the transaction of above Rs 30 lakhs.

Question 2. Do you use the ACP & Silicone Sealant? (a).Only ACP (b).Silicone Sealant (c).A & B both (d).No

ACP & Silicone 28%

No 10%

Silicone 37%

ACP 25%

There are only 10% such customers in which do not use ACP & Silicone products. In remaining 90% customers which use separately 37% customers use Silicone products & 25% customers use only ACP products, remaining customers are those customers which use both products ACP & Silicone they are 28%.This shows that both the product running well in the Ghaziabad market..

Question 3. If yes then which brand? (I). For ACP (a).Alcobond (b).Indobond (c).Alstone (d).Alupan

Alupan 8% Alstone 45%

Alucobond 19%

Indobond 28%

From the above data we can interpret that ALSTONE INTERTNATIONAL has first position in the market while INDOBOND has a second position on the basis of Ghaziabad market survey.

Question.3 If yes then which brand? (II). For Silicone Sealant? (a).Dow Corning (b).McCoy (c).Join Leader (d).Alstone

Alstone 28%

Dow corning 25%

McCoy 16% Join leader 31%

From the above data we can interpret that Alstone has a second position in the market while Join Leader has first position on the basis of Ghaziabad market survey.

Question 4. Which Factors do you consider to purchase the Alstone product? Easily Availability Quality Pre & Post Sale Services Brand Name Price Factor Value of Commitment

Above data represents that customer consider Alstone products to purchase because of there above given factors.

be

Question 5. Do you satisfy with the quality & services of Alstone International? (a).Yes (b).No

No 25% Yes 75%

75% customers are satisfied with Only 25% customers are not

the quality satisfy..

& services of Alstone International

Question 6. Does Alstone International assist you in case of any problem?

No 10%

Yes 90%

Only 10% customers are not satisfied with the services of the Brand. Remaining 90% customers are satisfied with services of the ALSTONE INTERNATIONAL.

Question.7. Which Brand would you like to prefer in future?

CANT SAY 35% ALSTONE INTERNATIONAL 23%

INDOBOND 13% ALUPAN 8% ALUCOBOND 21%

35% people said that they cant say anything without knowing the the Company. Remaining 65% people have given their opinion.

services of

Chapter-8 Conclusion

CONCLUSION

1. Almost all the Companies offer similar features and facilities with their ACP & Silicone Sealant Products, therefore for existing customers of ACP & Silicone Sealant of any Brand to shift to another Brand; this is very rarely the criteria or reason. 2. The level of service in terms of delivering whatever is promised, fast response in case of problems, is the most important benefit that the customers seek. 3. Network reach and visibility of a Company is a very important criterion for the customer while purchasing the ACP & Silicone Sealant Products. We can also conclude from our analysis that network reach in terms of Branches and Stocks is directly proportional to the market share in case of Private Players. 4. In case of a new customer, if a Company approaches it first for purchasing the ACP & Silicone Sealant Products with them, then there is a good chance for the Company of getting many future businesses and cross sales from the deal. 5. Aggressive Marketing is the key to increasing the market share in this area, since the market has a lot of potential both in terms of untapped market.

Chapter-9 Recommendatio ns & Suggestions

RECOMMENDATIONS AND SUGESTIONS

1. Sales person should be trained to explain the product features and its value added services to make customers product selection convenient. 2. Sales person should recommend right product to the right customer so as to ensure a high degree of satisfaction among the customer. 3. The Company needs to make people aware about there products and the basic benefits they can derive out of it. And also the differential features of its ACP & Silicone Sealant Products as compared to other brands.70% of the people did not even know about the concept, benefits and features of its Products. 4. The Company should also target small business unit so that they will also start to use the Alstone product. It will affect the retail sale. 5. Quality of service has been rated highly important by all demofigureic factors. Alstone International needs to improve the services provided to its existing customers before attracting more in the future and use word of mouth as a promotional tool to increase the sales potential of its different segments product.

Limitations

LIMITATIONS

Some of the limitations of the project are listed as below: 1. The time period of just 45 days was the major limitation. 2. Due to the financial and time constraints a simple analysis of the population so as to get better results was not feasible. 3. To convince the people for a proper interviewing process is also difficult. 4. It is very tough to take appointment in a reputated organization. 5. Compilation of data on competitor analysis was difficult due to non-availability of correct information. 6. The figures have been taken as approximations.

References

REFERENCES

Books

Kothari C.R. Research Methodology in Management 2nd edition. Beri G.C. Research Methodology 3rd Edition.

MAGAZINES Glass Yug. Hardware Events Ply Reporter.

INTERNET WEBSITE

www.alstoneindia.com www.google.co.in www.justdial.com

Appendix (Questionnaire)

APPENDIX (QUESTIONNAIRE)

Name of Organization. Contact Person. Contact No Monthly Transaction A. For ACP............................................................................ B. For Silicone Sealant... Total 1. Do you use the ACP & Silicone Sealant? (a) Only ACP (b) Silicone Sealant (c) a & b both 2. If Yes then which brand? I. For ACP (a) Alcobond II. (b) Indobond (c) Alstone (d) Alupan (c) Join leader (d)Alstone (d) No

For Silicone Sealant (a) Dow Corning (b) McCoy

3. Which Factors do you consider to purchase the Alstone product? a. b. c. d. e. f. Easily availability Quality Pre & Post sale services Brand Name Price Factor Value of commitment

4. Do You Satisfy with the quality & services of Alstone international

(a) Yes

(b) No

5. Does your Alstone international assist you in case of any problem? (a) Yes (b) No

6. Which brand would prefer in the future?

7. What are the additional service do you expect from Alstone International? ...

Date.. Place.

(Signature)