SUMMER INTERNSHIP PROJECT REPORT ON

[ “A STUDY ON CONSUMER BEHAVIOUR & MARKETING STRATEGY OF GLASS

POINT IN NAVI-MUMBAI.’’ ]

Submitted in Partial Fulfillment for the Award of the Degree of

Master of Management Studies (MMS)

(Under University of Mumbai)

BATCH 2020-22

SUBMITTED BY
[SAHIL AZEEM KHAN]
ROLL NO: [201074]

SPECIALISATION
[MARKETING]

UNDER THE GUIDANCE OF

[SHAHEDA SHEIKH]

PILLAI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH,

NEW PANVEL – 410206
 SUMMER INTERNSHIP PROJECT REPORT ON

[ “A STUDY ON CONSUMER BEHAVIOUR & MARKETING STRATEGY OF GLASS

POINT IN NAVI-MUMBAI.’’ ]

Submitted in Partial Fulfillment for the Award of the Degree of

Master of Management Studies (MMS)

(Under University of Mumbai)

BATCH 2020-22

SUBMITTED BY
[SAHIL AZEEM KHAN]
ROLL NO: [201074]

SPECIALISATION
[MARKETING]

UNDER THE GUIDANCE OF

[SHAHEDA SHEIKH]

PILLAI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH,

NEW PANVEL - 410206
CERTIFICATE FROM THE COMPANY
 DECLARATION

I hereby declare that this Project Report titled “A STUDY ON CONSUMER BEHAVIOUR &

MARKETING STRATEGY OF GLASS POINT IN NAVI-MUMBAI. ’’submitted by me to

PILLAI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH, NEW PANVEL
– 410206 is a bonafide work undertaken by me and it is not submitted to any other University or
Institution for the award of any degree diploma or certificate or published any time before.

Name: SAHIL AZEEM KHAN

Roll No. : 201074.

Signature of the Student

 PILLAI INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH,
NEW PANVEL - 410206

CERTIFICATE

This is to certify that project titled “A STUDY ON CONSUMER BEHAVIOUR &

MARKETING STRATEGY OF GLASS POINT IN NAVI-MUMBAI. ’’ is successfully

completed by Mr. / Ms. _SAHIL AZEEM KHAN during the III Semester, in partial fulfillment
of the Master's Degree in Management Studies recognized by the University of Mumbai for the
academic year 2020 – 22 through PILLAI INSTITUTE OF MANAGEMENT

STUDIES AND RESEARCH, NEW PANVEL – 410206. This project work is

original and not submitted earlier for the award of any degree / diploma or associate ship of any
other University / Institution.

Name of Guide: SHAHEDA SHEIKH  

Date: ______________________ (Signature of the Guide)

 
ACKNOWLEDGEMENTS
 EXECUTIVE SUMMARY

Glass Point engages in the manufacture, processing, and retail sale of architectural and
decorative glass products. The company offers processed glasses, such as insulated, toughened,
laminated, and decorative glass products, as well as float glass. Glass Point provides its glass
products under the Solid Glass, Armor Glass, Fort Glass, Tone Glass, Decor Glass, Fireban,
Laminated glass ,stain Glass , Back Painted sheet Glass , Opac Glass. The company also operates
Glass Point Manufacturing Unit in (Belapur)Navi Mumbai, India. The company€'s
Manufacturing Unit Offers decorative glass articles, sanitary wares, art and artifacts, and tiles.
Glass Point primarily serves real estate players, builders, architects, and interior designers. The
company was formerly known as Antique Glass and changed its name to Glass Point in 2009.
Glass Point was incorporated in the year 2001 and is based in Seawoods Navi Mumbai.
SR.NO TABLE OF CONTENTS PAGE NO.
1 Introduction. 1

 Objectives of the study 2

3
 Need for the study
4
 Limitations of the study 5

 Research Methodology

PART A
2 Industry Analysis 6
 Summary

 PESTLE

 Porter’s Five Forces Analysis

PART B
3 Company Analysis

 SWOT Analysis

 7-S Framework

 Ansoff Analysis

4 Rise of E-learning during lockdown

 Literature review

 Introduction

 Introduction to Management concept

 Data Analysis

 Recommendations

5  Conclusion

 References
SR.NO LIST OF FIGURES PAGE NO.

1 PESTLE Analysis

2 PORTER’S Framework

3 SWOT Analysis

4 7- S Framework
5 BCG Matrix

6 Ansoff Matrix
SR.NO LIST OF TABLE PAGE NO.

4
CHAPTER 1: INTRODUCTION TO THE PROJECT.

INTRODUCTION.
OBJECTIVES :-

1. To study retail industry in India using the industry analysis framework.

2. To study and analyze Glass Point Company using the company analysis, tools, framework.

3. . To study the consumer behavior towards the company

4.To Study the marketing strategy used by the company .

SCOPE :-
LIMITATIONS OF THE STUDY.

 The analysis of the present study has been carried out based on the information has
collected from the survey questionnaire circulated among the people in Navi Mumbai
only.
 The study is an opinion survey caution may have to be exercised while extending the
result to other areas.
 Due to the lack of enough time on our hands we have limited our research to
which is a major drawback of our thesis.
 Due to time constrict only 100 numbers of respondents were considered.
 Generally, most of the people are not interested to give time to answer a questionnaire.
Therefore, it was very difficult to collect actual data because the information of the
respondents was collected by approaching them to answer on social media and not face to
face.
 The result fully depends on the information given by the respondents which may be
biased.
RESEARCH METHODOLOGY:

The data was collected from primary sources. For valid and reliable results, a random sampling
method was undertaken in a sample size of 100 respondents. A self-designed questionnaire was
used as the tool for collecting primary data. The collected data was analyzed using independent
survey questionnaire

Primary Data:

Primary data has been collected through questionnaires. The questionnaire was mostly related to
the Consumer satisfaction & Consumer Behaviour towards the Services Provided & Products
Offered By the Glass Point . was provided by surveys, questionnaire.

Secondary Data:

Secondary data sources like website , magazines of the company, product range book of the
company, various internet sites and Literature Reviews have been used.

Sampling Design:

The research was designed to achieve the above mentioned objectives and the following tools
were used to collect the required data
 CHAPTER II : PART A : INDUSTRY ANALYSIS .

INTRODUCTION.
Glass is a silica-based, non-crystalline amorphous solid material that has broad practical and
technological properties as well as a longstanding function in decorative applications such as
windows, tableware, and household appliances. Glass transmits, reflects, and refracts light, all
qualities that can be enhanced through cutting and polishing for use in optical lenses, prisms, fine
glassware, and optical fibers for high-speed data transmission that uses light.

While a broad array of different silica-based glass exists, the most ordinary glazing and container
glass is referred to as soda-lime glass, also known as soda-lime-silica glass. It accounts for
approximately 90% of all manufactured glass and is most commonly used in windowpanes, glass
containers for beverages and food, and various other goods. It can be technically classified into
two groups: flat glass (windows) and container glass.

The techniques differ for these two groups with a float technique used to produce flat glass; and
blowing and pressing techniques to produce container glass.

It is possible to color glass by adding and homogeneously distributing electrically charged ions
or by emitting finely dispersed particles to glass that is in a molten state. While ordinary soda-
lime glass appears colorless to the naked eye when it is thin, it contains traces of iron oxide
impurities which produce a green tint that are more visible with thick pieces or with the aid of
scientific instruments. Green and brown bottles are obtained from raw materials containing iron
oxide.

PESTLE ANALYSIS

A PESTEL analysis is an acronym for a tool used to identify the macro (external) forces facing
an organisation. The letters stand for Political, Economic, Social, Technological, Environmental
and Legal. Depending on the organisation, it can be reduced to PEST or some areas can be added
(e.g. Ethical)
In marketing, before any kind of strategy or tactical plan can be implemented, it is fundamental
to conduct a situational analysis. And the PESTEL forms part of that and should be repeated at
regular stages (6 monthly minimum) to identify changes in the macro-environment.
Organisations that successfully monitor and respond to changes in the macro-environment are
able to differentiate from the competition and create a competitive advantage.

POLITICAL :-

Democracy & Other Democratic Institutions – According to David J. Collis, Tsutomu Noda the
democratic institutions are needed to be strengthened further so that business such as Glass
Industry can thrive in an open, transparent and stable political environment. Strengthening of
democratic institution will foster greater transparency and reduce the level of corruption in the
country.

Size of Government Budgets – both Local Governments and National Government – The
government at both national level and local levels are running deficit budgets which is boosting
growth in the short term but may lead to increase in inflation over medium term. The bond rating
of national government is investment grade.
 Regulatory Practices - The regulatory practices are streamlined with global norms which have
helped the country to improve its “ease of doing business” ranking.

ECONOMIC :-

GDP Trend & Rate of Economic Growth – The higher GDP growth rate signals growing demand
in the economy. Glass Industry can leverage this trend by expanding its product range and
targeting new customers. One way to start is by closely mapping the changes in – consumer
buying behavior and emerging value proposition.

Consumer Disposable Income – The household income of the country has increased constantly
in the last decade and half, compare to the USA market where household income is still below
2007 levels and not increased in real terms since early 1980’s. Glass Industry can leverage this
trend to expand the market beyond its traditional customers by employing a differentiated
marketing campaign.

Level of Household Income and Savings Rate – Increasing consumption and stagnant household
income in United States had led to credit binge consumption. It has decimated the culture of
savings as people don’t have enough to save. Glass industry needs to be careful about building
marketing strategy that is dependent on “Purchase on Credit” consumer behavior.

Fiscal and Monetary Policies – The Republican government tax break culture has increased the
deficit and it can lead to fiscal trouble for the economy in coming years.

Financial Market Structure and Availability of Capital at Reasonable Rates – The quantitative
easing policy of Federal Reserve has led to liquidity flooding all across the global financial
markets. Glass industry can borrow cheaply under such circumstances. But this strategy entails
risks when interest rate will go up.

Work Force Productivity – Work force productivity in US has grown by 25-30 % in last two
decades even though the salaries are not reflecting those gains. It can enable Glass Industry to
hire skilled workforce at competitive salaries.

SOCIAL :-

Attitude towards Savings – The culture of saving in US and China is totally different where
savings rate in China is around 30% , it is well below 15% in United States. This culture of
consumption and savings impact both type of consumption and magnitude of consumption.

Demographic Trend – The demographic trend is one of the key factors in demand forecasting of
an economy. For example as the population of USA and EU is growing old the demand for
products mostly catering to this segment will grow. Glass Industry should consider demographic
trends before new product developments and integrate features that cater to this segment. As
population is ageing it will require less tech intensive products.

Power Structure in Society – Glass Indusrty should carefully analyze both - What is the power
structure in the society? How it impacts the demand in the economy. For example the power
structure in US economy is slowly moving towards the older generation as that generation has
higher disposable income compare to the younger generation.

Birth Rate – Birth rate is also a good indicator of future demand. USA has avoided the European
Union style stagnant economy on the back of slightly higher birth rate and higher level of
immigration.

Immigration Policies and Level of Immigration – What are the immigration policies of the
country, what is the level of immigration, and in which sectors immigration is encouraged. This
will enable the Glass Industry to determine – if required can it hire talent globally to work in that
particular market.

TECHNOLOGY :-

Mobile Phone & Internet Penetration – Glass Industry should assess the level of internet and
mobile phone penetration in the country as it will it in building a requisite business model based
on local needs and realities.

Level of Acceptance of Technology in the Society – Glass Industry has to figure out the level of
technology acceptance in the society before launching new products. Often companies enter the
arena without requisite infrastructure to support the technology oriented model.

Acceptance of Mobile Payments and Fintech Services – One of the areas where US are lacking
behind China is Mobile Payments. Glass Industry should assess what are preferred choice of
mobile payments in local economy and chose the business model based on it.

Transparency & Digital Drive – Glass Industry can use digitalization of various processes to
overcome corruption in the local economy.

ENVIRONMENTAL:-

Environmental Standards and Regulations both at National & Local Levels – Often the
environment policy at national and local level can be different. This can help Glass Industry in
numerous decisions such as plant location, product development, and pricing strategy.

Influence and Effectiveness of Environmental Agencies – The role of environment standards

enforcement agencies is critical in safeguarding norms. But often in emerging countries these
agencies delay the process as a tactic to extract bribes. Glass Industry should be aware of
presence of such practices in a country.
Influence of Climate Change – How climate change will impact Glass Industry business model
and supply chain. For example if the supply chain is not flexible it can lead to bottlenecks if
shipments from one part of the world are delayed because of sudden climate shift.

Per Capita and National Carbon Emission – What is the per capita carbon emission of the
country and what is the overall level of carbon emissions of the country. This will help in better
predicting the environment policy of the country.

Focus & Spending on Renewable Technologies – How much of the budget is spend on
renewable energy sources and how Glass Industry can make this investment as part of its
competitive strategy.

Recycle Policies – What are the recycle policies in prospective market and how Glass Industry
can adhere to those policies.

Environmental Regulation Impacting Absolute Cost Advantage Dynamics in the Industry.

LEGAL :-

 Time Taken for Court Proceedings – Even if the country has best of the laws, it doesn’t mean
much if they can’t be enforced in a timely manner. Glass Industry should do a primary research
regarding how much time it often takes to conclude a court case in the country given the sort of
legal challenges Glass Industry can face.

Health & Safety Laws – What are the health and safety laws in the country and what Glass
Industry needs to do to comply with them. Different countries have different attitude towards
health and safety so it is better for Glass Industry to conduct a thorough research before entering
the market.

Business Laws – Before entering into new market – Glass Industry has to assess what are the
business laws and how they are different from home market.

Laws regarding Monopoly and Restrictive Trade Practices – As a new player Glass Asahi
shouldn’t be worried about the monopoly and restrictive trade practices law.

Employment Laws – What are the employment laws in the country and are they consistent with
the business model of Glass Industry . For example Uber employment system is not consistent
with French laws and it is facing challenges in the country.

PORTER’S FRAMEWORK :-
Porter’s Five Forces, based on Michael Porter’s ground-breaking that helps us to examine the
competitive market forces in an industry or segment.
The five forces Porter recognizes in its industry analysis method are:
 Threat of new Entrants.
 Bargaining power of suppliers.
 Bargaining power of buyers.
 Threat of substitutes Products.
 Rivalry in the industry.

THREAT OF NEW ENTRANTS:-

New entrants in Materials brings innovation, new ways of doing things and put pressure on Glass
Point through lower pricing strategy, reducing  costs, and providing new value propositions to
the customers. Glass Point pvt Limited has to manage all these challenges and build effective
barriers to safeguard its competitive edge.
Bargaining power of suppliers:-
All most all the companies in the Materials industry buy their raw material from numerous
suppliers. Suppliers in dominant position can decrease the margins Glass Point can earn in the
market. Powerful suppliers in Materials sector use their negotiating power to extract higher
prices from the firms in Materials field. The overall impact of higher supplier bargaining power
is that it lowers the overall profitability of Materials.

Bargaining power of buyers:-

Buyers are often a demanding lot. They want to buy the best offerings available by paying the
minimum price as possible. This put pressure on Glass Point profitability in the long run. The
smaller and more powerful the customer base is of Glass Point the higher the bargaining power
of the customers and higher their ability to seek increasing discounts and offers.

Threat of substitutes Products:-

When a new product or service meets a similar customer needs in different ways, industry
profitability suffers. For example services like Dropbox and Google Drive are substitute to
storage hardware drives. The threat of a substitute product or service is high if it offers a value
proposition that is uniquely different from present offerings of the industry.

Rivalry in the industry:-

If the rivalry among the existing players in an industry is intense then it will drive down prices
and decrease the overall profitability of the industry. Glass Point operates in a very competitive
Materials industry. This competition does take toll on the overall long term profitability of the
organization.
 CHAPTER III : PART B: COMPANY ANALYSIS OF GLASS
POINT

HISTORY OF GLASS POINT :-

The world around us has changed drastically. Technology has shrunk distances. Expanded
possibilities and redefined the way we live. In 1998 we started with a small glass trading retail
outlet Named Antique glass.After Few years as we see the demand for Architectural glasses are
increasing day by day we decided to expand the business with new Ideas and technology So after
7 years New Display showroom was been started The Name was changed From Antique to
Glass point Envisioning the demand for glass in the Indian Market, we expanded to a
processing unit in Belapur Navi Mumbai Glass was being increasingly used in construction.
Recognizing this trend quickly, Glass Point. was established. It has a processing unit at Navi
Mumbai & Gujarat.

European machinery, solid infrastructure, and most importantly a thirst to grow with a vision is
what makes today as one of city’s preferred player in glass solutions. We have emerged as a
One-stop-shop for virtually ‘Everything in Glass’.
TOP MANAGEMENT OF GLASS POINT :-

Mohd Azeem Khan.

He is the proprietor and the owner of Glass point . Working hard on company since 1998 Past 23
years.

Mohd Nadeem Khan.

He is the Chief Marketing Officer of the Company .

SIZE OF THE ORGANIZATION :-

In 2019,The number of workers among all the branches were around 35 to 40.

In the year of 2019, there was an hike in online sales and growth by 25% in the business.

Glass point website Contains Aprrox 200 Different Types of products which is being sales and
manufactured by the company .

Most of the products Are imported from Iran , Malaysia

For E.g Float Glass , Mirrors , Back painted Glass sheets
VISION AND MISSION OF GLASS POINT :-

Vision:-

It is a vision of the Glass point to create a brand image for Glass point that evokes a sense of
awe, blind faith and inspiration and to achieve for itself the position of industry leader in the field
of float glass manufacturing

Processes, operating systems and procedures shall be adopted with the objective of surpassing
the exacting international standards for product and systems.

Mission:-

To bring to our customers the benefits of industry leading technology from concepts to
realization.To provide to our customers the best of glass solutions.To set standards in service to
customers.

SWOT Analysis of Glass Point :-

STRENGTHS :-

As one of the leading firms in its industry, Glass Point has numerous strengths that enable it to
thrive in the market place. Highly skilled workforce through successful training and learning
programs. Successful track record of developing new products – product innovation.

WEAKNESSES :-

Weakness are the areas where Metro Performance Glass Limited can improve upon. Strategy is
about making choices and weakness are the areas where a firm can improve using SWOT
analysis and build on its competitive advantage and strategic positioning.
Limited success outside core business – Even though Metro Performance Glass Limited is one of
the leading organizations in its industry it has faced challenges in moving to other product
segments with its present culture.
Need more investment in new technologies. Given the scale of expansion and different
geographies the company is planning to expand into, Metro Performance Glass Limited needs to
put more money in technology to integrate the processes across the board. Right now the
investment in technologies is not at par with the vision of the company.

OPPORTUNITIES :-

New customers from online channel – Over the past few years the company has invested vast
sum of money into the online platform. This investment has opened new sales channel for Glass
Point . In the next few years the company can leverage this opportunity by knowing its customer
better and serving their needs using big data analytics.
The new technology provides an opportunity to Glass Point to practices differentiated pricing
strategy in the new market. It will enable the firm to maintain its loyal customers with great
service and lure new customers through other value oriented propositions.

THREATS :-

Intense competition – Stable profitability has increased the number of players in the industry
over last two years which has put downward pressure on not only profitability but also on overall
sales. No regular supply of innovative products – Over the years the company has developed
numerous products but those are often response to the development by other players. Secondly
the supply of new products is not regular thus leading to high and low swings in the sales number
over period of time.
7-S FRAMEWORK OF Glass Point :-

The McKinsey 7s model is a strategic tool and framework that helps managers and businesses
assess their performance. The McKinsey 7s model identifies 7 key elements for an organization
that need to be focused and aligned for successful change management processes as well as for
regular performance enhancements.

STRATEGY :-

The strategic direction and the overall business strategy for Glass Point Leverage A Double-
edged Sword are clearly defined and communicated to all the employees. The strategic direction
for Glass Point Leverage A Double-edged Sword is also important in helping the business guide
employee, staff  behaviour towards the attainment and achievement of goals.
 STRUCTURE :-

Glass point has a flatter organizational hierarchy that is supported by learning and progressive
organizations. With lesser managerial levels in between and more access to the senior
management and leadership, the employees feel more secure and confident and also have higher
access to information . It has a developed and intricate system for ensuring communication
between employees, and different managerial levels.

SYSTEMS :-

Glass Point has defined and well-demarcated systems in place to ensure that the business
operations are managed effectively and that there are no conflicts or disputes. The systems at
Glass Point are largely departmental in nature, and include. Human resource
management,Finance Marketing, Operations,Sales..

STYLE :-

Glass Point has a participative leadership style. Through a participative leadership style, Glass
Point is able to engage and involve its employees in decision-making processes and managerial
decisions. This also allows the leadership to regularly interact with the employees and different
managerial groups to identify any potential conflicts for resolution, as well as for feedback
regarding strategic tactics and operations. Through its participative leadership, Glass Point is
able to enhance employee motivation, and increase organizational commitment and ownership
amongst employees

STAFF :-
Glass Point has a sufficient number of employees. Employees for different job roles and
positions are hired internally as well as externally – depending on the urgency and the skill levels
required. Based on this, it is seen that Glass Point has employees who are skilled as per the
requirements of their job roles and positions. All employees are given in house training to
familiarize themselves with the company and its values.

SKILLS :-

Glass Point has a commendable workforce, with high skills and capacities. All employees are
recruited based on their merit and qualifications. Asahi India Glass Limited Leverage A Double-
edged Sword prides itself on hiring the best professionals and grooming them further to facilitate
growth and development.
 CHAPTER IV – PART C: MANAGEMENT CONCEPT.

LITERATURE REVIEW :-

DATA ANALYSIS :-

FINDINGS OF OBJECCTIVE 4:

LEARNINGS FROM THE SUMMER INTERNSHIP:

As an intern I completed my internship from GLASS POINT , it is a Retail & wholesale

company which Manufacture Various Type Of Designer Glass And Imports Glass Sheets . I
started my internship in this company from 1-june-2021 till 31-july-2021. The vision and
mission of the company is “To bring to our customers the benefits of industry leading technology
from concepts to realization.To provide to our customers the best of glass solutions.To set
standards in service to customers. There are 30 to 35 employees who work in the company. In
the company my work was to get Orders , data entry, Inventory and manage the accounting. And
as an intern I polished my knowledge, skills, and abilities in the field of social media marketing
and taught me valuable lessons that helped me to learn more about management. My intern
experience set a direction which helped me set my career goals and objectives. One of the most
important things I gain from the internship is how to think out of the box. I also learned how to
communicate in the business because communication skills, negotiation and creative thinking are
one of the most important things which I could learn from the business.

RECOMMENDATIONS AND SUGGESTION:-

FINDINGS AND CONCLUSION:-

REFERENCES:-