Project Report

CUSTOMER FOCUS
Certified Quality Professional
ACKNOWLEDGMENT

This project has been accomplished by the great blessings of Allah Almighty and the support of
dedicated people, who went an extra mile for helping me in this project work.

I would like to take the opportunity to express gratitude and deep regards to Mr. Amir Iqbal,
(GM Sales & Marketing) for his exemplary guidance and constant encouragement throughout
the project work. He provided us with technical expertise and an approach through which we
were able to complete this project.

I also thank Mr. Danish Khan (Plant Manager) who guided me at initial stages of the project
and provided me a background to this project.

The source of inspiration for me throughout is my seniors and friends, parents, who provided me
guidance and give their support for the final completion of this project.

In the meantime I thank my family for their understanding and support. They comforted me in
distress, shared my happiness on success and were always there when needed.

Last but not least; I would like to thanks all those precious personalities who raised their hands in
prayer for my success.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTS i

ABSTRACT ii

INTRODUCTION vi

List of Figures viii

List of Tables ix

Chapter 1: Customer identification 1

1.1 Strategy for Customer identification 1

1.2 Customer Segmentations 2
1.3 Segments by different Prospectus 2

Chapter 2: Swot Analysis 3

2.1 Market Survey 7

2.2 Factors Explanation of Survey (needs of Customers) 5
2.3 Fish bone and its Diagram 9

Chapter 3: Strategic Formulate Process 16

3.1 Logic of Balanced Scorecard (Strategic Planning) 16

3.2 Final Strategy Formation Process 22
3.3 Final Strategies Explanation 27

Chapter 4: Final Strategies Implementation 29

4.1 Task for Human Resources Department 29

4.2 Tasks for Research and Development Department 16
4.3 Task for Production Department 22
4.4 Tasks for Quality Control Department 27
4.5 Work in Customer Prospect. (Feedback Diagram) 16
4.6 Tasks for Supply chain Department 22
4.7 Tasks for Engineering Department 27

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 4.1 Big Tasks for Marketing (Managers) Staff 29
4.2 Tasks for Top Management 16
4.3 Traditional Method and Concurrent Engineering Method 16

Chapter 5: Outcome of Project 41

5.1 Project Results and Benefits (with help of Survey and graph) 41
5.2 Conclusion 42

REFERENCES 56

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ABSTRACT

In my project, I used my potential to solve the root causes problems rather than managing them.

In first chapter of project I have identified the customers and then divided them in different segments in
age, income, quality and price. Information related this topic in my organization is not available then I
have decided to meet different painters in my local community and collect data.

In second Chapter of my project I have studied on SWOT. I have deeply studied on what our Strength,
Weakness, Opportunities, threats and our competitor as Well. In this chapter I included very important
survey of our company in end of chapter I have find out factors of flat trend that are playing very vital
role to create flat Trend . I have utilized the QC tool to visualize factors with help of fish bone showed its
percentage in table.

In third Chapter of my project I have written down strategy formulation process with help of Diagram
and Explanations. In the end in very short wordings I have written down core strategies we have to
implement in our company to finish the flat trend.

In Fourth Chapter of my project I have implemented (taken action plans) Strategies with Help Different
departments and using different diagrams. In this Chapter I have defined the responsibilities every
department of organizations without doing these responsibilities we can’t eliminate flat trend of our
product in market. If we fulfill our responsibilities we will see positive result from Customers.

In fifth part of my project I have given Special focus on Lost Customer.In this context I have launched
seven big Strategies to recover lost customers.

Final of part of my project I have mentioned outcome of project (Results) with help of data Survey and
Diagram (Graph).

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INTRODUCTION:

Customer focus
“There is only one boss- customer. And he can fire everybody in the company- from chairman to on
down-simply by spending his money somewhere else.”

“Sam Walton”

Organization that perceive the essential of customers and concentrate on their needs and needs are
ordinarily Referred to as being customer focus or customer driven. In business writing, the customer
driven and market driven are frequently utilized conversely; in any case, a customer driven Organization
concentrates more on the care and maintenance of existing clients while the market –driven by
Organization is more receptive to drawing in new customer and serving their needs.

In best in class organization, virtually every activity is undertaken with customers’ interest in mind. It is
important to note that undertaking virtually every activity with customers’ interest in mind does not
imply that an organization should do so at a financial loss. After all organization that re not profitable
ultimately ceases to do business.

Today , most quality professional consider the customer to be any individual or group that receives
and must be satisfied with the service, work product, output of a process. In other words the customer
is the individual or group whose requirements a process is intended to full fill.

Gryna broadly describes a customer as

“Anyone who is affected by the product or process”

Clearly this definition includes more than just those who receive the output of a process.

The Quality Control /Assurance Professional must realize that a process and its output touch many
people both within and beyond organization boundaries.

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 What is Flat Trend

In a typical trending market there will be good pushes up or down followed by short spells of flat or
opposing movement. To trade this it is important that you identify any major support or resistance
levels from previous trading. In simple words we can explain

“A market Position that is neither long nor short in a portfolio”

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 Chapter No.1

Customer Identification

Identifying and define customer types is an important part of service and process management
and improvement.

Strategy for customer identification

Strategy Explanation.
There is lots of internal and external customer but we believe that customer Satisfaction is above all of
them. Our customer identification would base on consumer requirement desires meet satisfaction’s will
the follow action to take the customer identification

Search for customer (consumer) desire product, accessing various product sellers.

A. Customer places the order electronically through select seller ‘web site.
B. Publisher notify seller, who notifies consumer that order is confirmed.
C. Identify our customers’ needs, demands and expectations.
D. Core/key customers
E. Non-core customers
F. Potential customers

Customer Segmentations
Segmentation generally comes from the marketing side of the organization stake holders in
quality and operations planning need to integrate the thinking and system of the organization
to align service delivery processes and quality with customer requirement depicted by the
segmentation strategy.

A. We created and maintain a customer information system to provide data on customer

identity potential segmentation criteria and if possible data on customer needs and
requirements .if a comprehensive customer database is not feasible market research
can be used to characterize customer segments.
We used customer and market surveys to evaluate customer and market perceptions of the
organization and compare these perceptions to those held toward others in the business. This
information can be used to identify current

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 B. Position in the minds of both customer and non-customer relative to current and potential
market opportunities.
C. We should use market related strategy .that segmentation strategy must be related to our
marketing planning ,strategic planning and quality service process improvements plans.
D. We use appropriate marketing performance indicators to monitors and guide the relative
success of segmentation initiatives.
E. Tailor market plans campaigns to meet needs of core customer segmentation.
F. we built the a customer database through product registration and warranty wok or conduct
market research
G. Direct market research.
H. We will visit the direct market surveys for segmentations.

Segments By Different Prospectus. This is

segment is done by our marketing staff to direct customer in last year in this

1. Segment by Income

Name of Minimum Maximum income per How much money they

segments income per month can spend to buy our
month product for one month

Income 12000 (82%) 15000 (18%) 300

2. Segment by Age
Name of Minimum Maximum Age Percentage
segments Age

Age 25 45 83%

3. Segment by Class

Name of Middle class Poor class High class

segments

Class 17% 80% 3%

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 4. Segment by Price and Quality Concern.

Name of Price concern Quality Concern People who want both

segments People characteristics in
Product.

Price and 28% 31% 41%

Quality

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 Chapter No.2

SWOT Analysis
A common component of the strategic planning process involves looking at both current
internal strength and weakness of the firm’s core competencies as well as future opportunities
and threats in the External marketplace. A SWOT analysis is a systemic assessment of an
organization ‘internal and external environment and identifies attributes that affect its ability to
achieve its vision and to improve and protect its competitive position. Since the SWOT looks at
how the firm fits to the current reality it is a preliminary indication of current competitive
positions.

Situation Analysis

          / \

Internal Analysis    External Analysis

/\            / \

Strengths   Weaknesses    Opportunities   Threats

SWOT Profile

Strength
Represent those competences which offer an organization Competitive advantages compared
with some similar organizations. Examples of such advantages are: strategic capability,
geographic Position, the stuff’s characteristics, or a relational system with other Organizations.

1. We are Market Leader.

2. We have lion share in the competitive market.
3. We have 80% percentage Customers in market.
4. We have large numbers of dealer from every corner of country and customer as well.
5. We have Strong quality control System. Our product has high level quality.
6. We have great capability to produce large number of production.
7. Alternative Suppliers.
8. Economy Package employees.

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 9. Well known Company for last six decade.
10. Reliable partners

Weakness

Represent those characteristics which generate competitive Disadvantages. Every organization

presents a specific combination of Strengths and weaknesses. The condition of revaluing
strengths and avoiding weaknesses in the strategic process is to identify them in the correct
way.
1. There is lot of Employees turnover in our company.
2. Lack of Multiple Purpose Products.
3. We cannot provide the product at low price just as our competitor is providing.
4. We can’t give the Different Discount Schemes to our customer.
5. Our Supply Chain Department is not so efficient.
6. In Our Research and Development Department is not working properly
7. We have no our own logistics System
8. Lack of a modern commercial policy
9. Mix marketing inadequate to the conditions of competition

Threats.
Represent a combination of external elements, which provoke some significant damage to an
organization, in conditions of keeping the course of its action, a course that exists when these
elements appear.

1. Our competitor providing product the very low cost price.

2. Our competitor providing multiple purpose product to customers
3. May be our competitor will get lion share in our in our market
4. Our product has to face much taught time.
5. Appearance of new competitors.
6. Inflation
7. Appearance of foreign companies on the market.

Opportunities.
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Represent a combination of external elements, which give organization significant advantages,
in conditions of a certain course it acts.
1. We can become the biggest company in south Asia.
2. We can lead our paint brush industry.
3. We can generate volume of our customers.
4. We can also increase large number of our customer who belongs to poor class by
lunching economy product.
5. We can also attract those customers who like multiple purpose products by lunching our
new product.

Our competitors Analysis

Comparisons may be made of competitors’ strategies and result in relation to one’s own
assumptions. For example if a competitor formulates its strategies base on its assumption that
birth rates in the marketplace served will increase over the next five year.
Porter provides a framework for comparing the organization with competitors that among
other factors examines a competitor’s core capabilities, its ability to grow, its quick response
capability, its ability to adapt to change and its saying power.
Both quantitative data and qualitative data can be examined in comparing against our
competitors.

Our competitors Strength

1. Our competitors have 20% customers in our market (their names Paki Tax , ZRK,
Thal ,Frontier Greenwood and other Chinese products )
2. Our competitors are located different part of country especially rural areas.
3. They are providing the very low Price product to customer.
4. Our competitors are trying forming consortium or others types of alliance.
5. Our two and three competitors providing multiple purposes product to customers.

Our competitors Weakness

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1. Their product has very low quality.
2. They are new in market.
3. They use very low level material in their product.
4. Their policies analysis shows that their main focus on short terms profits.
5. They have not professional manpower.
6. They have not much investment to launch new high level quality product.
7. Most of them located in rural class area.

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 Market Survey
Survey Explanation
This survey has been done by our market staff in 2013. They directly collected the data from
end consumers. In this survey 100 customers have given their opinions on every factor. Which
Factor how much customers liked between our product’s factor and our competitors. Data has
been mentioned with percentage.

Our Company /Al-Noor Our

Sr No.1 Factors
MDF Board (Pvt) Ltd. Competitors

1 Price 39% Like 61% Like

2 Good Quality 75% 25%

3 Flexible Policies 52% 48%

4 Discount 46% 51%

5 Schemes 55% 45%

6 Multiple Purpose 41% 49%

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 Universal Our Compeitator

80
75
70

60 61
55
50 52 51
48 49
46 45
40 39 41

30
25
20

10

0
Price Good Quality Flexible Policies Discount Schem Mulitple
Purpose

Factors Explanation
In this area we Analysis (Comparison) the major factor (one by one) our product and our
competitors Product that are playing very vital (key) role to maintain flat trend in market for
last two quarters.

1. Price
We belong to underdeveloped country. Majority of people are not enjoying their fundamental
rights.

Price is very important factor that attract the people. In our Segmentation table we have seen
majority of our customers belongs to poor class they have not enough money to buy expansive
product just as mentioned in.

Segment no.1 and 4 (in segment no.4) in our Market survey 61% people give priority over our
price. Only 39 percent People our product is has Liked this Factor. In nutshell we can say
economy price of import product is played vital role to flat our product in market.

2. Multiple purposes.
Multi purposes are second factors of import (Competitors) product to attract the people. Our
product has good quality, long life and expansive material but it is not utilize for multiple
purposes. Two and three brand of our competitor is multiple purposes. As per our market 49%
Customers like our competitor’s product due to multiple purposes.

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3. Good Quality
We have full command and control system in area of quality control. Our product has high level
quality. A large numbers of our customers who are quality concern just as mention (chapter
no.1 and Segment no.4) and other survy 75% Customers believe that we have good quality
product. A number of people always seeking cost efficient product (it mean good quality at
Economical price) our product have good quality but is expensive. That factor also played
important role to optimize our customer satisfaction. In Quality Sector we are strong.

4. Discount
Discount is fourth major factor that is providing the room for import product of competitor
market if you buy three quantities of products one product will be given free. In our market
survey shows that more than 51% customers liked this strategy .I think being market leader we
have very low level strategy Related to Discount Package. Our competitors believe this gift of
our new customers but we use little bit that strategy off and on. Customer Consider that this is
golden opportunities for him it should be buy. We focus on it to design new discount packages.

5. Flexible Policies (Pro-Customer Policies)

Flexible Policies (Pro-Customer Policies) are like back bone in market mechanism) and
generate the large number of customers especially for n new (launching) Product. This is
strategy is also part of competitor but we are so strong in this area. Our customer is fully
satisfied with our flexible. We give hundred percentage guarantees (Replace) to our
customers (just as written in our company profile). According to Our market director “Our
first priority is to optimism your customer Satisfaction through adopting Pro-Customer
Policies” (flexible Policies) our Competitor have not like that strategies plans and policies.
In Short our we strong in this sector

6. Schemes
Six major factors that played very important role to make the room in our market. According to
our market survey 55% Customers are attracted by this strategy. Management behind this
strategy is offering different smart schemes on purchasing Products. But we have launched
different schemes that attract the customer from every rank of people. In this sector we are
strong. Some time we offer ummrah ticket and T.V on Purchasing of our product. Our
competitor used this strategy to attract the new customers. In Short we have strong schemes.

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 Fish Bone
.

After deeply consideration now we have find out what are main factors that playing vital roles
to maintain flat trend. Below these factors have been explained on fish bone

A. This is a systematic process of identifying the root cause of the problem through brain
storming.
B. This process is performed by a team which comprises of representatives of each
section who are affected due to problem or can be helpful to resolve it
After this exercise we are now able to identify the possible root cause of the problem. Now
proper corrective action must be defined to eliminate the root cause of the problems.

PRICE DISCOUNT

Factors of Flat
Trend

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 MULTIPLE
PURPOSES

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 Chapter No.3

Strategy Formation Process

“People and their managers are working so hard to be sure things are done right, that they
hardly have time to decide if they are doing the right thing”

Stephen R. Covey

Logic of Balanced Scorecard (Strategic Planning)

Balanced Scorecard Explanation

Below diagram I have written down summary of strategic system.
With help of strategic altitude at 3000meters we set our vision and mission. At the height of
2500 meters we set strategic prospectus, strategic them, and strategic objects At 100 meters
we set our targets and finally we set our tasks and actions

Strategic
Altitude Optimize our customer
Vision
3000 Mt Get lion share in our
Mission
market
Recover lost Customers
Strategic Prospects
Customer
2500 Mt Needs
Strategic Terms and Rules Mention in chapter-3

Strategic Objects
Eliminate the Flat Trend
Focus other issues
100 Mt Performance Measures and Targets
Targets have been
mentioned in chapter no.4
Strategic Initiatives
Our initiatives base on
customer needs
Tasks and Actions
Ground Finish flat trend with help
of all the depts.

Final Strategy Formulation Process

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Strategy is process reviews the markets, customer need, competitor strength and weakness
sociopolitical legal and economic conditions and technical developments and availability of
resources to assist organization its planning and opportunities and weakness. Finally in our
strategy making process we have kept all the necessary information we filtered them and
afterward we are able to make our strategy, tactics and operation plans.

 Vision  SWOT/Enablers & Challenges  Our competitor Analysis

 Mission  Customers needs Analysis
 Core Values

 Discovery

 Customer Value
proposition

 Strategy Plan
 Action Plan

Final Strategies Explanation

Strategy No. 1

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Lunch new economical product
We have to lunch an economical Price and Multiple Purposed product against our competitor’s product
so that our competitors will not get big market share.

Strategy No. 2

Focus on discount Packages

We have to increase the ratio of our smart discount packages where People are not interest in our
product

Strategy No. 3

Need to Review our Processes

We have to review our production and other process and minimize the cycle time. That will minimize
our per unit cost so that we will be strong in Price Sector.

In this area we will discuss the improvement strategies (it means how we can meet our tasks (targets).
The problems which are mentioned above.

Chapter No.4

Final Strategies Implementation

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In this chapter we are going to implement our strategies to eliminate Flat trend which have
been mentioned in last page. In our implementation process we are giving different task to
every Depart and their duties and task have written down in Detail.

1. Task for Human Resources Department

1. Hire right person for right job.
2. Arrange training session where we are weak.
3. Think about our employee’s satisfaction.
If we look H/R in factors Prospectus which mentioned above H/R department should hire
professional task orient and dedicated persons they will Beneficial to eliminated problems
(factors) so that our company may get monopoly in market.

2. Tasks for Research and Development Department.

1. Work on to design Economical product.

2. Work on how to design our product for multiple purposes

3. Work on reliability of Economical product.

Is the process of exploring new development and new ideas to identify potential new product
or processes that can fulfill previously untapped opportunities and replace those that are in the
later stages of the product lifecycle.

R/D should design such product that will be cost efficient for customer it will have good quality
characteristics available in market at economical price in this way there will be no room for
import product in our market.

Task for Production Department

1. Review the process.
2. Minimize the cycle time.
3. Right man for right job.
It would be positive impact our per unit cost. It means we can minimize our product price

Is the key element of any manufacturing organization? In fact many plants have no
responsibility nut production, as all other functions are performed off site. The production

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function manages the flow of material and its conversion from a raw state of finished stages. All
Resources energy supplies equipments, and human labor.

Tasks for Quality Control Department.

1. Review their inspection process make them better.
2. Deducted those processes which are difficult to manage.
3. Everybody in Organization is responsible for Quality.
4. Make the progress from small q to big Q.
Quality control supports the other functions of the organization. This best done by helping to
define operational systems that ensure that customer requirements will be met. The quality
function might also support external function supports internal functions by helping to
interpret externally imposed requirements.

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Work in Customers Prospects. (Feedback)
This is very core Strategy to eliminate the flat trend. All the ruling organizations those have lion share
holder in market they always are taking actions according to customer needs and demands. Below
simple diagram has given.

A. Take Action.
First step of this diagram first you have to take initiative

B. Measurement Customer opinion.

Organization should measure the customer opinion in right way what is true opinion of our
customers.

C. Analyze the Interpret.

After measuring customer opinion third part is that analyze and interpret the customer ideas
and opinions.

D. Corrective Plan / innovative.

This is final stage customer opinion convert into product or corrective product.

Four Stages of Converting Customer Feedback into Product

1. Take Action

4. Plan corrective or 2. Measure customer

innovative adjustments opinion

3. Analyze
interpret the
information
Adjust plans, policies
Combine measure
product or service
from all sources

Analyze the interpret the

information

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Tasks for Supply chain Department

A. Supply chain Manager should select such Supplier who can supply the material at very
economical price to company/ organization and with good quality (timely Delivery) of
logistics. Focus on those markets where import products are becoming very popular
among new Customers.
B. Manager of Supply chain department should search cost efficient Suppliers that can
optimize our customer satisfaction
C. Eliminate a function that is difficult to manage.
D. Share and thus reduce risk.
E. Reduce operating cost.
F. Joint design marketing and launch new product at economical price.
G. Communication of demand and resources planning information beyond the day to day
and week to week.
H. Supply Chain Manager should have fully knowledge what kind of material our
competitors are using.
I. Supply chain manager should utilize logistics that would be cost efficient and timely
delivery to our customers.
Tasks for Engineering Department.
Can take many forms depending on the particular industry, product line, or company
philosophy .The of engineering functions that must be accomplished include?

A. Product Engineering
Converting the concept from marketing or the research and development into viable products
and specifications.

B. Process Engineering
Designs product realization work procedures/instructions, developing. Acquiring and installing
equipment that can consistently and effectively produce the organization’s product.

C. Facilities Engineering
Maintaining the building, land central services (HVAC and Water) and machinery.

D. Suggestions
A. Engineering Department should design new techniques and instruments that would be beneficial for
economical price product.
B. Engineering process should be made for easy
C. Find out new machinery that consumed less electricity it may help to launch new economical
product.

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Big Tasks for Marketing (Managers) Staff.

A. Keep an eye on Market trend.

B. Market staff has to play very vital part to eliminate the factors which have been
mentioned in fish bone Diagram.
C. Staff should identify their customers and segmentation them.
D. Staff should have fully knowledge about their customer’s income.
E. Staff should have fully knowledge about their customer demands and expectations.
F. Staff should introduce the new discounts packages that can minimize the demand of
import product in the market.
G. Staff set new tasks to fulfill customer satisfaction.
H. Very important strategy market staff should launch very economical price product that
can attract the lost customers. (Now they become the consumers of import product)

Tasks for Top Management (Leadership)

Management is doing things right;

Leadership is doing the right thing

“Peter.F.Drucker”

“Leaders establish unity of purpose and direction of the organization. They should create and
maintain the internal environment in which people can become fully involved in achieving the
organization’s objectives”

Top management is the key role (back bone) to eliminate the factors which have been
mentioned in fish bone diagram. Find solution to eliminate the why is our product become
victims of flat trend in competitive market.

A. Make the Soft Policies on Discount Packages.

B. They set priorities over fish bone factors.
C. They should make Flexible Policies (Pro-customers satisfaction Policies) that optimize
the customer satisfaction.
D. Top management commitment is expressed I the organization’s vision .this statements
clearly positions customers and service to customers as the primary reasons for being.
E. The concept and practices of superior customer service start within the organization.

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 F. The organization employs multiple means for obtaining customer feedback. It collects
correlates analysis and disseminates crucial information for management’s actions.
G. Training customer service representative is vital to building and retaining customers.
The organization ‘principal and the CRS skill needed are exemplified.

Traditional Method
The design and launch process has traditionally been done sequentially whereby sales
takes to customer then tell product engineering what to develop. Production Engineering
creates specification and drawing to figure for the new product.

H. Rsale
Response Product Manufacturing Production
Department Engineering Engineering

Business Customer
Results response

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 Concurrent Engineering Method
In order to overcome the inherent problems with this process, concurrent engineering applies
the team concept to get all key players involved simultaneously. It is a multidisciplinary
approach that typically involves product design and manufacturing engineering sales,
purchasing, and quality.

Top Managements

Research and
Development
Department
Human Production
Resources Department

Flat Trend/ Engineering

Finance
Department
Departments New Economy Product / Review
their Process

Marketing Supply Chain

Deptt. Department

Quality Control
Deptt

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 Chapter No.5

Strategies For Lost Customers

Tactics
“Real profits are generated by loyal customers-not just satisfied customers.”

“Rafael Aguayo”

Recover Lost Customers

All the organizations occasionally encounter unhappy customers. Making the effort to
successfully resolve customer complaints shows the customer that care and can be used as
continual improvement tool. Here is five step-Step recover the lost customers.

A. Apologize.
First and foremost say that you are sincerely sorry for the inconvenience the customers has
experience. Also, personally accept responsibility for the problems and its resolution.

B. Restate
Restate the problem as the customer described it to you to make certain that you understand
exactly what the customer means. Then tell or show the customer that you will do everything
possible to solve the problem and resolve the complaint immediately.

C. Empathize.
Make certain that you communicate clearly to your customer so that they understand that you
know how they feel.

D. Make the Restitution

Not only tell your customers that you will take immediate action to resolve their complaints (for
example, refunding their money), but tell and show them that you will make it up to them in
some special way. For example, provide a free gift or discount on their next Purchase

E. Provide Unpaid Services

Sometimes companies offer free lessons on how to use their product to recover the lost Customers.
Held the Different Seminars to expose the Good features of product and Show this impression through
marketing and advertisement policies, expectations of customers are more important for us.

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F. Establish Personal Relationship
It doesn’t mean we will build personal to common man one by one. It means our services and
market mechanism will shows we are building personal relation. Our service and pro-customer
market mechanism will show this Strategy.

G. Follow up
Later, check to see whether your customer is now satisfied. The organization’s principal and the
CRS skills needed are exemplified in the following checklist

A. Meet the customer’s need

B. Save the customer time
C. Earn my organization the customer’s loyalty.
D. Help obtain future business.

H. Blue Ocean Strategy

Blue ocean strategy generally refers to the creation by a company of a new, uncontested
market space that makes competitors irrelevant and that creates new consumer value often
while decreasing costs in 2005, Chan Kim and Renee Mauborgne from INSEAD published a book
on business strategy named Blue Ocean Strategy. According to them, while many companies
primarily focus on going one-up on the competition, the best way to compete is to stop trying
to beat the competition. Markets are typically classified into red oceans (known or existing
markets) and blue oceans (non-existent, unknown or untapped markets). In red oceans,
companies will try to take market share from each other while blue oceans represent highly
profitable growth markets as the boundaries are yet to be defined. Our market executives must
utilize the Blue Ocean Strategy to maximize volume of customers.

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 Chapter No. 6

Outcome of Project
After the implementation of tactics, Strategies plans and tasks mentioned in my project.
Focused on those areas where we weak then We Analysis our market position with help of third
party. We made the progress and eliminated Flat Trend. Data have been given below table and
graph.

1. Now we are Market Leader.

2. Now we have 86% market Share holder
3. Now we have eliminated the flat trend
4. Now we have every kind of product.
Now we have two three brands that can be it utilize for multiple purposes

Our Company /Universal

Sr No.1 Factors Our Competitors
Brush ware (Pvt) Ltd.

1 Price 58% Like+ 42% Like

2 Good Quality 77% 23%

3 Flexible Policies 59% 41%

4 Discount 56% 44%

5 Schemes 57% 43%

6 Multiple Purpose 85% 42%

Universal Brushware Competitors

90
80 77
70
58 59 56 57 58
60
50 41 44 43
40 42 42
30 23
20
10
0
Price Good Quality Flexible Policies Discount Schem Mulitple
Purpose

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 Benefits Of Project

A. Reduction in Waste
Tactics that are mentioned in last page We utilized these tactics in our organization and
minimized ratio of wastages. It means our going on process day by day improving.

B. Generate Volume of our Customers.

After execution of recommended strategies, our product not only recovers the lost customers
but also generate volume of new customers. It done directly impact on our financially position.

When we made production according to our customer expectations and cost efficient to
customers. It has generated volume of our customers. That factor directly increased our
dcompany position.

C. Optimize your Customer Satisfaction.

When we worked according to customer’s satisfaction what are needs and expectations of our
customers in this way we optimized our customer satisfaction. This is best strategy to rotate the
customers.

D. Departmental Progress.
Suggestions which I have written my project our departments have followed up and it created
very healthy environment among different departments. It leads our departments to progress
way within organization.

E. Reduction in External Failure.

This project reduced our external failures and provided healthy vision and mission in upcoming
short term and long term planning.

F. Increase Productivity.
After the implementation of recommended strategies and tactics our productivity increased
this is best sign to make progress.

G. More Orderly Method of Doing Business.

We implemented strategies and tactics which are mentioned above, now our organization has
best method of business doing in market. These methods leaded our organization best methods
of doing business in market.

H. Improved Customer Satisfactions.

By utilize the recommended strategies organization have not only optimized our customers but
also improved the customer’s satisfaction.

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I. Increase Employees Pride in Organization.
Just as we discuss lot of benefits of project (strategies and tactics) we utilized the suggestions
which are mentioned in chapter two. Generate value of customers’ and

Directly impact on finance. It made the employees financially strong. It will increase the good
rank in market for organization. Our employees feel good being part of our organization.

J. Lead our Organization to (Total Quality Management) TQM.

If we utilize the recommendations strategies which are mention in project we moved to TQM.

TQM is the name for the philosophy of a broad and systemic approach to managing
organization quality. Quality standards such as the ISO 9000 Series.

TQM means best output of every depart within organization. Everybody who is working in
organization responsible for Quality. It has two aspects of customer satisfactions

A. External Customer
One who receives the company’s product or service.

B. Internal Customer.
The next person in any sequential process.

In Nutshell.

“A management system for a customer focused organization that involves all employees in all
aspects of the organization”

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 Conclusion

Being a Quality control Director I used my potential Find out factors of flat trend. These factors
playing important role to maintained the flat trend in market. I deeply studied on SWOT and
factors of Flat trend. I have launched very authentic Strategies to eliminate the flat trend.
Recovery of Lost customer special challenge for any multi-organization and medium size
organization. In this context in launched very important and experience base strategies. For
elimination of flat trend and ameliorate (make better) our product in market, first we
identified our customers, segmentations and find our factors that are playing vital role to
maintain flat trend in end we discussed departmental duties and roles how they can play their
roles.

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