Professional Documents
Culture Documents
leader?
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CONTENTS PAGE
Acknowledgements. Page 3
Introduction... Page 10
Conclusion ..........Page 22
Recommendations..page 22
Bibliographypage 23
Appendixpage 24-25
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ACKNOWLEDGEMENTS
For providing adequate information about the company and also appearing for an
interview.
Employees: for taking out time and truthfully filling in the questionnaires
provided.
Mr. Emmanuel George: for his continuous guidance and aid in formation of this
report.
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EXECUTIVE SUMMARY
Embassy silicones is private limited company operating in Mumbai that deals with
the manufacturing and selling of enzymes. It is a company that is operating since 2 and a
half decades with steady profits, however now the company aims to increase its sales and
emerge as a market leader in the industry, but is facing certain unknown obstacles which
Hence my research question is What strategies can Embassy silicones adopt to achieve
their goal of greater sales and attaining the position of a market leader?
of the company and certain employees, observing working of current employees along
with secondary data collected through examining the financial documents of the firm was
carried out that revealed certain strengths and weaknesses of the firm.
This searched data was analyzed and evaluated using non-financial tools such as the
SWOT analysis, Ansoff matrix, Boston matrix, the 4PS and the goal setting theory.
silicones uses marketing techniques and improves the existing ones along with a little
change in their motivational style they will surely climb up the ladder in achieving their
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RESEARCH PROPOSAL
RESEARCH QUESTION
What strategies can Embassy silicones adopt to achieve their goal of greater sales and
THEORITICAL FRAMEWORK
Through this report, I plan to look at the existing strategies that Embassy silicones has
adopted to work towards achieving their goal concerning the objectives, marketing
The surveys carried out will help reveal the effectiveness of the existing strategies and
hence help me devise and suggest new strategies that Embassy silicones can use to
achieve greater sales and the position of a market leader. The tools used for this purpose
are SWOT analysis, Ansoff matrix, Boston matrix, the 4ps and the goal setting theory.
RATIONALE
Embassy silicones is a private limited company based in Mumbai that deals with the
manufacturing and selling of chemicals, it is a company operating since two and a half
decades and its main aim is to increase sales and o achieve the position of a market leader
in the chemical industry, however they are having some trouble in doing so, the employee
motivation being one major hindrance, hence through this project I will investigate as to
what is the hindrance in the way to their goal and what other improvements will help
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Key Areas of syllabus covered
- SWOT analysis
- Ansoff matrix
- Boston matrix.
- 4 ps.
Methodology
PRIMARY RESEARCH
Interview with the director of the company in order to assess the current financial
and non-financial position of the company and understand the future goals and
Observation type of primary research to assess the working environment and the
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SECONDARY RESEARCH
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ACTION PLAN
proposal
questionnaire given to
employees.
setting theory.
methodology improved
format corrected.
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POSSIBLE PROBLEMS AND SOLUTIONS
Problem Solution
multinationals.
management.
3. Biased interview, leading to wrong Cross checking with the secondary data.
information.
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INTRODUCTION
textile processing and garment industry. They are channel partners to a few MNCS and
some Indian companies for marketing their range of products to the Indian customers and
they work in close context to Novozymes. The company has team strength of 30 people
with 6 dedicated technical team members situated in different locations to service the
customers.
The company has also started manufacturing in a small way by creating their own
formulations and marketing it to the consumer, Currently the company is very competitive
within the country, has loyal customers and enough finance to source their requirement.
However the company would like to expand further within the country as well as overseas
by increasing their range of products for the respective industry and achieving the position
of a market leader, but is having some trouble in doing so and it is taking them a lot of
time, this effort is being going on since the past 2 years now,1 thus the research question
what strategies can embassy silicones adopt to achieve their goal of greater sales and
Hence with the use of Tools such as the SWOT analysis, Ansoff matrix Boston
matrix can help the company make better and effective decisions hence get them into a
better position and achieve their goal, therefore answer the question.
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MAIN RESULTS AND FINDINGS
work timings
3%
satisfactory
37%
very good
poor
60%
leadership style
30% yes
45% no
nt really
4th Qtr
25%
employee employer
relations
2%
very good
33%
good
poor
65%
4th Qtr
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salary satisfaction
25% yes
30%
no
not really
4th Qtr
45%
SWOT ANALYSIS
Strengths Weakness
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Logistic support Limited customer base.
Credit support
Threats Opportunity
ANSOFF MATRIX
determine its product and market growth strategy. 2It helps managers consider how to
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grow their business through existing or new products or in existing or new markets. 3In
this way it helps managers assess the differing degree of risks associated with moving
their oragnistaion forward thus make the right decision for the organisation. It would be
an effective tool for Embassy silicones as they are looking for expanding their market. 4
MARKET SHARE
HIGH LOW
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Market penetration Product development
HIGH
LOW
Out of the four proposed strategies by the Ansoff matrix, it would be best for
embassy silicones to opt for market development which is a medium risk growth strategy
that involves selling existing products in new markets,5 this is the best strategy for
embassy silicone as it has started manufacturing products it must now start selling them in
other markets, they must target other markets, they can do this through exporting their
policies.
BOSTON MATRIX
5 Hoang, Paul. "Growth and Evolution." Business and Management. Second ed. 2011. 115. Print.
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The Boston matrix is based on the product life cycle and is very useful for a
business that has a huge product portfolio as it helps to determine the priorities of the
business hence help the business invest its resources in the right place and avoid wasteful
investment.
MARKET SHARE
HIGH LOW
HIGH
Catalase Protease
LOW
important for them to realize their main revenue products, hence enable them to invest
their resources in the right way on the right product to avoid any wastage of resources.
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The product for which they have a high market share and a high market growth is
the product cellulase, this is thus their star product that generates high amount o cash for
The product in which they have a high market share but is in a low growth market
is catalase hence this is their cash cows that generates a lot of revenue for them as it is
present in a mature market hence they must invest maximum resources in this and
The product amylase is the product that operates in a high growth market,
however embassy silicones as a low share for it, hence this is their problem children,
embassy silicones must pay close attention to this and find reasons for low share and
And lastly protease is the product that operates in a low growth market along with
a low market share for embassy silicones, hence this is considered as dogs, these products
are serious concerns for the company as they use up most resources but do not generate
much cash, hence embassy silicones must think of strategies to increase its share or just
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The 4 PS of a marketing mix are the essential aspects that a business requires in
PRODUCT
Embassy silicones has a range of products but it has a strong need to look into its
must use effective branding strategies that will differentiate its products from the rivals
and help create a legal identity in the market, as it creates a legal identity it will help
foster brand loyalty by their customers (ie other firms) hence firms would prefer their
products over any other competitor and this will also affect the price mix of the firm as
consumers will be ready to buy products irrespective of price , as they will become
PRICE
Price is one of the main factors of the marketing mix and embassy silicones can
take great advantage of this factor to create profits, as for instance as they manufacture
their own products embassy silicones can use the skimming price strategy where initially
they set a higher price for the product in order to recoup all their costs and then after the
required demand is created they can lower the price, this strategy wouldnt even affect the
performance of the business or its customer base as the high price would be set for a
product that only they sell and is not available anywhere in the market , also if they
manage their product mix through effective branding it will help create an inelastic
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demand as mentioned above thus the demand would not be affected at all on the basis of
price.
PLACE
Place is the aspect that explains how the product is sold to customers.
This is one aspect that is very essential for embassy silicones, as this is a company that
deals with chemicals that have a very limited shelf life hence it is required that they have
warehouses in accessible areas close to their factories where they can store the chemicals
well and this will also help them reduce transportation costs.
PROMOTION
Since Embassy Silicones does not use this aspect of marketing mix at all, there is an
urgent need for them to use this method to inform people about their products and
persuade them to but it thus increase their sales. The company must use both above the
line as well as below the line techniques for a full proof promotion.
The company must publicize about its company, what it specializes in, its strengths and
Embassy must advertise in brochures and send it to big companies mentioning the name
For instance embassy is affiliated with Novozymes which is a huge company known by
everyone, it is also affiliated with the company Biocon headed by the very well known
6 Hoang, Paul. "Promotion." Business and Management. Second ed. 2011. 482. Print.
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and reputed businesswomen kiran Muzumdar, embassy also supplies chemicals to them.
By stating these facts the company will be able to create a image for itself, as by stating
names of companies that they are affiliated with, other companies will understand their
This is a sort of extension strategy where you use well-reputed company names with your
The company secondly must work on its logo, currently it has a logo that is plain
with the company name, it must have something attractive, and appealing with a very
Thirdly the company must attend seminars and meetings abroad also, at he
moment the company attends seminars and meeting but only in Mumbai or in areas close
by, this will help the company to expand locally not nationally, hence the company must
make efforts to attend seminars abroad also where they can meet new companies,
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According to the goal setting theory, goals are the most important factors affecting
the behavior and motivation of employees. Goal setting theory emphasises on specific
and challenging goals in achieving motivated behavior. They often involve quantitative
According to this theory challenging and specific goals are more effective than
when a person is told, to do his best Challenging goals are difficult buy not impossible
to attain, and more challenging the goal the more motivated the employee as he gets
determined to achieve his best8, to prove himself and then be entitled to the benefits of
achieving this goal, being successful in achieving a challenging goal will induce self
confidence and efficiency in the employee who will automatically feel motivated to carry
Hence it is very important that embassy silicones takes up this theory as till now
they are playing safe, assigning high risks tasks only to top end management, however
they must increase the intensity of challenge or employees and help them motivate
CONCLUSION
7 "Reference for Business." Motivation and Motivation Theory. Web. 1 Mar. 2015.
<http://www.referenceforbusiness.com/management/Mar-No/Motivation-and-Motivation-Theory.html>.
8 "Reference for Business." Motivation and Motivation Theory. Web. 1 Mar. 2015.
<http://www.referenceforbusiness.com/management/Mar-No/Motivation-and-Motivation-Theory.html>.
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In conclusion we can say that an improvement in the marketing style of the
company, enhancing their marketing mix and using marketing tools such as the Boston
matrix to help invest their resources in the right path and consider all possibilities while
taking a decision will help them to be more systematic and organized thus help them
achieve their goal of increasing sales and becoming a market leader in the industry.
However since marketing is only one step of the ladder to achieve their goals and
employees being an important aspect of any company that ultimately determines the
success or failure of a business, embassy silicones must also adopt the goal setting theory
and avoid playing safe thus help employees self motivate themselves and increase
RECOMMENDATIONS
With embassy silicones aim of greater sales and globalization, their main method
Also with growing competition they must provide fringe benefits to motivate
workers along with some training that can help them to serve customers better and attract
more sales.
BIBLIOGRAPHY
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"Ansoff Matrix." Ansoff Matrix. Web. 1 Mar. 2015.
<http://www.tutor2u.net/business/strategy/ansoff_matrix.htm>.
Hoang, Paul. "Growth and Evolution." Business and Management. Second ed. 2011. 115. Print.
Hoang, Paul. "Promotion." Business and Management. Second ed. 2011. 482. Print.
"Reference for Business." Motivation and Motivation Theory. Web. 1 Mar. 2015.
<http://www.referenceforbusiness.com/management/Mar-No/Motivation-and-Motivation-Theory.html>.
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APPENDIX
1. What are the main long-term goals you would like youre organization to meet?
My business is doing quite well, and in financial terms is also able to cover the costs with
a large margin, however my aim is to become a market leader in the chemical industry
My whole staff is trying their best to attain this goal; however since the past 2 years we
have got very meager results and are having great difficulty in attaining it.
3. What do you think are the problems acting as a hindrance in achieving youre
goal?
I have looked into all financial aspects, and thankfully I have all the finance that I could
use to attain my goal however I guess there is something lacking in my human resource or
4. How do you carry out tasks in youre organization? How do you delegate the
tasks?
Usually I keep my employees involved in the decision making process, because I believe
it is important to take their opinion as they are the core of the organization, hence I give
the work to them and let them take decisions on how to go about it.
5. How do you motivate youre employees? Do you provide awards like employee of
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I do not provide any awards or financial bonus however I provide them with certain gifts
I think that somewhere my employees lack the required motivation, which affects their
productivity and attitude at work, and for this I am trying to set up a human resource
department.
7. Do you think it would be best for you to expand overseas or just expand with new
I am actually looking to expand overseas, as thats our main goal, however I havent
looked into the befits of expanding in the market itself over the benefits of expanding
overseas.
range of products? And are all the different products providing you with enough
revenue?
However not all provide the same revenue, some provide more while some provide less.
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