Professional Documents
Culture Documents
Affiliated to
(Session: 2008-2009)
ADVANCED INSTITUTE OF
TECHNOLOGY AND MANAGEMENT
PALWAL
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Declaration
I here by declare that this project work entitled ‘Study of Brand Image of
JCB’ is my work, carried out under the guidance of my company guide Amit
Shriwastav.
This report neither full nor in part has ever been submitted for award of any Degree
of either this institute or any other institute. The feasible suggestions have been duly
incorporated in consultation with the supervisor.
WASIM AKRAM
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GUIDE CERTIFICATE
This is certify that mr. Wasim akram a student of MBA 3rd semester
has completed. This summer training project entitled “study the brand image of
JCB India Ltd.”, under my supervision. The work speaks about the sincere
Guide HOD(Mgt.)
Director/principle
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TABLE OF CONTENTS
Summary
History of JCB……………
Product Range……………
Mission…………………..
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4. Chapter IV : Research Methodology
11. Bibliography
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ACKNOWLEDGEMENT
At the outset, I would like to thank JCB INDIA LIMITED for giving me the approval to
this project in the organization. I thank my company guide, Mr. Amit Sriwastav for
this encouragement and contribution of time, counsel, materials , and for coordinating
the project work and giving me guidance. This project would not have been possible
without his help.
I am thankful to many individuals to complete my project like; Mr Tripathi, Mr. Sunil Ladda,
Mr. Chander Chawla, Mr Tilak, S.C. Kalia , They helped me in preparation of my Project
Report.
A heart full thanks to the many respondents surveyed whose ideas, critical insights
and suggestions have been invaluable in the preparation of this report. Last but by no means
the least I would like to convey my special thanks to all the staff members of JCB INDIA
LIMITED for giving me the opportunity to work on this project.
WASIM AKRAM
MBA (2007-2009)
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CHAPTER III
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PRIMARY OBJECTIVES:
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LIMITATIONS OF THE STUDY:
Though the present study aimed to achieve the above-mentioned objectives in full earnest and
accuracy, it was hampered due to certain limitations. Some of the limitations of this study may be
summarized as follows:-
Getting accurate responses from the respondents due to their inherent problems
were difficult. They were partial, and refused to cooperate.
Since I did not had the privilege to work on a large scale, so many findings and
recommendations may not be as much in tune with their ground realities as may be
considered desirable.
Last but not the least, the time constraint faced in the project might have affected
the comprehensiveness of its findings.
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Scope of the study
II. The study will help increase the performance levels of employee in the organization.
III. BRAND IMAGE Program will simplify and expedite other administrative processes.
IV. It will help to know about the quality of the products so that the image can be increased.
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JCB INDIA – LEADERS IN EARTH MOVING & CONSTRUCTION
EQUIPMENT INDUSTRY
The movement of earth and the remodeling of the landscape have always
being a source of fascination for man. Man has acted as „Architect” throughout his entire
civilized past with the building and moving of earth constantly playing an important role.
But the first traces of our cultural heritage are not only to be found in art. But also in
building and agriculture.
Mining was as early as the Neolithic age when the main desire was obtain flint from chalk to
make weapons and tools. About 6,000 years ago, with the progression from the Neolithic age to the
copper age, the change from hoe farming to the plough culture took place. It was at this time that
the oldest known piece of earth moving equipment appeared: the simple wooden plough,.
In fact the plough features throughout the history of mankind 5,200 years after it was invented it was
to undergo a tremendous change transforming itself into what was to become toda y’s grader and
scraper and into other importance of earth moving equipment.
Earth moving machines are part of human culture; they mirror contemporary thought,
technical possibilities and the every way working world of our forefathers. The development of earth
moving machines tells the story of our culture, as does the art or the history of the people and the
states.
The quickly forgotten development of building techniques never attracts the same attention
as the history of weapons for example either in public or in museum. It is for these reasons among
others that the history of these machines was finally written down as comprehensively as possible for
safekeeping
Without the need to build there would be no construction equipment, without construction
equipment there would be no longer stretches of road and rail networks, no great water ways and or
airports. Dams would not be as high as there are there would be no connecting bridges or tunnels.
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Earth moving equipment followed the three stages of development. In early times machines took
over the dredging of ports, canals and the rivers, not save on manual labors was cheap but because
manual work prove to be impact in practical. These early machines were built for use on waterways.
Then come the next stage of development
with the world changing invention of the railway, earth moving machines were adopted for use on
rails and were use to build the railway as well as being transported by rail.
These appearance changes again early this century when they were adopted for road use
and they were increasingly transported by road rather than rail. Large numbers of these machines
were used in the construction of roads and motorways especially during the middle of 28 th century.
The origins of earth moving machines can certainly be traced back to the early days of
technology, but try to go back further into the past and the traces soon disappear. The drag bucket
pulled along by animals can be seen as the first specialized earth-moving device. It was the
development of plough, already thousands of years old when the drag buckets was first used.
How grade was increase in performance as compared to earlier methods? We cannot be sure
but a worker using a pickaxe and shovel and with a basket on this back could move roughly to 2 cubic
meter of earth over a distance of 200 meter’s in the course
of 12 hours a day. By comparison building of San – Dam in California in 1964 almost 1.5 cubic meter’s
of earth were moved per second from the sources side 20 km away.
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CHAPTER II
Company Profile
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WRITE UP FOR FIFTY YEARS OF JCB
HISTORY
JCB INDIA LIMITED was oldest earth moving Construction Company and was
entered in India in1979 in joint venture with Escorts Group. JCB India Limited of United
Kingdom is ranked in the top 5 manufacturers of earthmoving and construction equipment in
the world. The company sells its products in over 130 countries and is the world’s no. 1 in the
Backhoe Loader or the Excavator – Loaders market. Stated below is a synopsis of JCB India
corporate:
1979: JCB India Limited, world-renowned EMCE manufacturer, & Escorts limited, a major
Indian engineering conglomerate and player in the Indian Earthmoving and Construction
Equipment Industry (EMCE) joint hands to form Escorts JCB (EJCB), a joint venture.
1980: Plant located at Ballabgarh 30 kilometers from Delhi starts operations and in June rolls
out its first equipment – an excavator loader. The Excavator- Loader was a machine for the
Indian EMCE market making the beginning of mechanization of small and medium sized jobs.
The first model was JCB 3C MarkIII.
1980-1982: These two-and-a-half years were spent in product adaptation and im provements
and during this period, two succeeding models JCB 3C MarkIV and JCB Mark V were
launched. Each model was a further improvement on the previous one. All these models
were extremely successful as they were widely accepted this new concept and mid-sized
machine. These machines were used for
loading, dozing, trenching, road building, mining, etc. These machines served the market for
five years.
1984: EJCB started appointing dealers to provide after sales support to the machines in field-
the only ones of their kind then and even now.
1987: EJCB further improved the excavator- loader and launched JCB 3D. This is the largest
selling model in the country.
1989: EJCB completes the first phase of the appointment of a countrywide dealership
network, comprising over 20 dealerships with 50 outlets.
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1991: EJCB made massive investments in its plants to give better-finished machines. The
installation of shot blasting machines and a state-of-the-art paint shop, helped give a better
finish and longer lasting paint, making the machines more durable.
1992: This year saw the launch of two new machines. One was a bigger excavator loader –
JCB 5D, giving better excavation and loading capacities and the other were JCB 430 Z
Articulated loading shovel.
1993: The JCB 530 Telescopic handler was launched. This machine is capable of performing
varied jobs such as that of a loader, crane, forklift and maintenance platform. It was a huge
success with industries.
1995: EJCB became the first company to be accredited with ISO 9001. In addition, this was
the year, when EJCB sold over 2000 machines a year.
1996: EJCB started depots in zones to provide parts support to the dealers and reduce
machine downtime.
1997: The JCB 4CX Excavator-Loader was launched. This machine set standards such as
operator comfort, styling, all capability, productivity and reliability.
1998: BY this year, EJCB had totally sold over 10000 machines, and had over 100 dealers.
1999: JCB increased its stake from 40 % to 60%. The JCB 3D was redesigned with a more
powerful engine hydraulic system and a more comfortable cabin. Its sales crossed the 12,000
mark.
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2000: Enhances its range by offering JS 200 Track Excavator and JCB skid steer loaders. Also
launched the two-wheel drive version of JCB 4CX and the new look JCB 3D.
th
2001: Globally, JCB, the 5 largest manufacturer of construction equipment in the world
grew its worldwide market share to over 20% to regain its position as the No 1 manufacturer
of Backhoe loaders in the world
2003: EJCB is bought by JC Bamford Excavators Limited and becomes JCB India Ltd.
THE NETWORK
JCB India Limited was the first company in this industry to market and support its
India marketing offices 40 dealers and over 160 dealership outlets nationwide.
in addition, to the above there are three parts depots at Calcutta, Chennai,
and Pune to provide a quick support to the dealerships in the regions.
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intelligent parts stocking at Head Office and depots outlets, response time to any machine
has come down considerably. Today over 95% of parts can be supplied anywhere in the
country within 24 hours of receipt of requirement.
Although JCB machines are best made and design to operate in extremely tough
conditions, but the company is not satisfied with this alone. JCB has a strong product support
backup throughout the country to ensure that the machine downtime is the bare minimum.
JCB has dedicated team of 600 trained product support engineers located at more
than 160 dealer outlets throughout the country. These engineers constantly strive to keep
the JCB machines of its customers in operational readiness. Each dealer point is also well
stocked with full range of parts, which its customers require from time to time.
JCB believes that a delighted customer is its best JCB ADVOCATE who can help it to
win more customers. Some of ten parts and product support services being provided to its
valued customers are: -
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JCB’S PROMISE
JCB plans to deliver the best customer support in the industry- putting
the customer at the very heart of the business.
MISSION STATEMENT
To grow company by providing innovative, strong and high performance products and
solutions to meet global customer’s needs. JCB will support world-class products by providing
superior customer care. JCB’S care extends to the environment and the community.
QUALITY POLICY
1. Customers are the cores of the business and all the action must lead to delighting them.
2. Resources will be provided to continually improve the process to meet changing customer
requirements, always improving quality, reliability and responsiveness.
3. Good working relationships will be constantly strove for that is founded on trust, respect and
fairness. Work must be done to solve problems in an open and constructive manner.
4. A good reputation as hard won and easily lost. Affairs must be conducted in the company
and in public to the highest standard of honesty and integrity.
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GENERAL POLICY STATEMENT
1. Its business is conducted in accordance with the best contemporary practices for the
promotion of Health and Safety at Work, including the prevention of occupational risks.
2. Health, Safety and Welfare of employees and others affected by the business
undertaking will be treated with a level of importance equal to that of any other
function.
4. There is full compliance with the relevant provisions of national legislation for Health
and Safety as it affects employees at work and the general public.
5. Provide information, instruction and training as is necessary to secure the Health and
Safety of all employees.
6. Managers at all levels are encouraged to regard Health and Safety matters as an integral
part of their function and the prevention of all accidents involving personal injury or
property damage is essential top the efficient of the business operator.
9. The company will consult and receive the advice from suitably trained employees known
as the Health and Safety officer or Advisor on matters regarding health and safety.
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YOU ARE NEVER FAR FROM A GREAT DEAL
You are only a phone call away from the best possible support for you and
your machine. By maintaining close links with the JCB world parts center, we can
ensure that customers can get the parts they want and when they want them, at the
best prices in the business. JCB’s factory trained service engineers ensure that
customer’s machine always operates to it’s maximum efficiency and they have a wide
range of service options to suit all budgets. All the parts JCB sell are genuine JCB
parts, which mean they are manufactured to the highest standards, using the best
quality raw materials available. All parts carry a 12 months warranty if JCB fit them
for a customer- that’s real piece of mind.
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JCB ZONAL NETWORK
DEALERS: 09 DEALERS: 10
OUTLETS: 27 OUTLETS: 25
CENTRAL ZONE
DEALERS: 04
OUTLETS: 13
DEALERS: 05 DEALERS: 05
OUTLETS: 22 OUTLETS: 43
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PRODUCT RANGE
AGRICULTURE
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Backhoe Loader
JCB’s advanced range of backhoe loaders leads the world for performance, innovation
and customer choice . The compact 1CX and 2CX take backhoe loader versatility to
previously inaccessible areas, and while the heavy weights of the range, the 3CX, and
4CX, set new standards for productivity.
3D
MAX. LOADER
Capacity = 1850kg
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4D
JS 75
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JS 210L
JS 330L/NL
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JCB WHEELED LOADER
430Z
456 ZX
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JCB SKID STEER LOADER
160/170
190/1110
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190/1110 Tracked
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Terex Vectra Equipment (p) Limited, a 50:50 joint venture between Terex
Corporation, USA & Vectra Limited, UK, is into the business of manufacturing and sale of
construction equipment.
The JV Company has invested USD 12 million and come with the world-class
manufacturing facility operational on a 36 acre site at Greater Noida. This is the first
manufacturing facility for Terex Vectra in India. This unit will offer range of construction
equipment including Backhoe Loaders, Skid Steer Loaders, Vibratory Compactors, and Midi
Excavators.
The company has put up an effective dealership network across country to build
strong dealer and customer relationships. The JV company, with major plans in India is keen
to offer world-class products to the Indian market such as: -
Terex TX760 Backhoe Loader- A powerful 7.60 tons rugged machine to take
on the rigors of Indian working conditions.
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Vectra Heman Skid Steer Loader- A powerful and versatile machine with as
many as 60 attachments, can perform a vast range of operations from
loading to sweeping, grading waste material handling, trench digging,
loading etc.
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The company manufacturers construction equipment that is used in major
infrastructure projects in India. It has remained a market leader for the past five
years, despite stiff competition. It has revolutionized the Indian construction
equipment industry, with the introduction of the V-series of hydraulic excavators.
The company has an extensive customer base that includes government and
institutional buyers, and contractors. The company was the country‟s first
construction equipment manufacturer to receive the ISO 9001 certification.
Areas of business
The company has used state –of –the –art technology to manufacture
excavators and backho e loaders. It enjoys 90% share of the crawler crane market
in India. It is the only Indian manufacturer that produces 100 tones crane. These
are the largest machines made locally. The company was the first to introduce
mine- excavators in India, and its brand EX 60, is the most successful machine to
be made in India so far, with more than 1,300 machines being sold in the last
three years. It is the largest manufacturer of hydraulic excavators in India, with
over 6,000 machines in the market. It offers the widest available range of
hydraulic excavators, eight models ranging from two tones to 60 tones in size.
The company can indigenously design and develop products.
Collaborations
Locations
The company has a countrywide network of sales, service and spare parts
offices. It has modern manufacturing expertise with the latest machine tools and
automation facilities, such as robot welding and machining centers, at Jamshedpur
and Dharwad.
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For 80 year, Caterpillar Inc. has been building the world’s infrastructure and, in partnership with its
worldwide dealer network, in driving positive and sustainable change on every continent. With 2004,
Caterpillar posted sales and revenue of $30.25 billion, Caterpillar is a technology leader and the
world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines
and industrial gas turbines.
In 2004,Caterpillar posted sales and revenues of $30.25 billion and a profit of $2.03 billion.
Approximately half of all sales were to customers outside of the United States, maintaining
Caterpillar’s position as a global supplier and leading U.S. exporter.
Caterpillar products and components are manufactured in 49 U.S. facilities and in 59 other
locations in 22 countries around the globe. Caterpillar invested nearly $928 million in research and
technology in 2004. Worldwide, our employees earned more than 3900 patents 1997.
6 Sigma
The long-term payoff of 6 Sigma will be seen as we develop future leaders who are prepared
to address the increasingly complex issues that face us as an industry leader. More than 30,000
employees are involved in 6 Sigma and are helping to shape the Caterpillar of tomorrow.
Corporate Governance
Caterpillar’s potation for integrity is a fundamental part of the heritage and one of the most
valuable assets. Visit the Corporate Governance section for a reliable source for the corporate
governance practices the board has in place to ensure we are building on Caterpillar’s sound
reputation. As an industry leader, the company recognizes the responsibility to help restore
confidence in Corporate America, and consider the leader itself for corporate governance practices.
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Financial Strength
Caterpillar is financially strong table to fund project programmed for future customer needs,
provide financing for dealers and customers, and reward its shareholders.
We continue to generate significant net free cash flow enabling investments in strategic growth
opportunities.
Social Responsibility
Caterpillar’s reputation for making a difference in the world is something that the company proud. In
response to the Asian Tsunami disaster, Caterpillar and its dealers provided machines, money and
resources for relief and recovery efforts. Caterpillar is also proud to be the lead corporate donor in
the Nature Conservancy’s Great Rivers Project. And cat has once again been named to the Dow Jones
Sustainability World Index.
Shareholder Value
Caterpillar is committed to generating attractive returns for the shareholder. Strategic growth
initiatives involving the machine, engine and service businesses are expected to drive attractive
stockholder returns for years to come. Caterpillar’s quarterly dividend has grown nearly 1000% in the
last decade on split-adjusted basis. In addition, we have repurchased approximately 77 million share
since June of 1995.
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OTHER JCB COMPETITORS:-
HIL
TIL
VOLTAS
GODREJ
IR
M&M
CLASS
EICHER
TELCO
ASHOK LEYLAND
TATA HITACHI
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DEALER OUTLETS (ZONE SPLIT)
JCB 27 24 24 14 19 41 149
CATERPILLAR 13 20 07 08 07 05 60
CASE L&T 10 08 04 03 01 02 28
TEREX VECTRA 04 01 XX 01 XX XX 06
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TO AUTOMATE THE DEALER NETWORK
INTRODUCTION:
This part of the project will introduce to what actually GIS is and gradually relate us with different possibilities
of relating this tool with marketing decisions.
GIS is a technology that is used to view and analyze data from a geographic perspective. This technology is a
piece of an organization overall information system framework. It links location to information (e.g. People,
Addresses, Streets etc.) and layers this information to give a better understanding of how everything
interrelates.
1. DATA BASE VIEW: Based on structured database that describes the world in geographic terms.
MAP VIEW: Maps can be constructed and used as windows into the databa se to support queries,
analysis and
2. editing of information.
1. Find a feature: People use maps to see where or what an individual feature is.
2. Finding Patterns: Looking at the distribution of features on the map you can see patterns
emerge.
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Till now you have learnt how maps and database play an important role in making decisions.
Let us have a diagrammatic representation to make the concept much clear.
MAPS DATABASE
GEOGRAPHIC
QUERIE
INFORMATION
SYSTEM
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GIS as a decision support system
With a clear understanding of the above concept I take the step further to explain the synthesis of
GIS with dealer development.
The aim of this phase was to link the application of GIS with dea ler network. We will first
discuss the flow of implementing GIS. This flow explains how each step towards implementing this
synthesis was taken and helped us to deliver outcome.
Start by considering the strategic purpose of the organization within which the system
will be developed. What are its goals, objectives and mandates?
The stage of the planning ensures that the process and the final system fit within
organizational context and truly support the strategic objectives of the organization. This stage
also allows you to assess how information created by the GIS will impact the business strategy of
the organization.
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2. Plan for planning:
The end result of this stage is a project proposal that makes the case and explicitly seeks
approval to launch the formal planning process. If you receive approval for your planning
project and a commitment of resources at this point, your chances of having a successful
GIS are high and it was reflected when the mentor gives you a green signal on the plan
This stage must be carefully undertaken. You‟ll need to talk to talk to the users
about what their job involves and what information they need to perform their tasks.
Ultimately you need to determine things like how the information products should be
made, how frequently, what data is needed to make them, how much error can be
tolerated and the benefits of the new information produced.
Considering dealer network: With reference to dealer network the data involved here was.
To locate all regional offices and area offices on the map. To provide details on the
same.
To locate all head offices on the map.
To locate all dealer outlets on the map.
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A good GIS project plan includes collaboration and an iterative approach to database design.
Designing the conceptual, logical and physical structure of the database will involve input from key
people including project managers, subject matter experts, and technical resources.
Considering dealer network: The database was designed in MS-ACCESS and the
spatial data regarding the maps was done with the help of Geo- media professional – A
GIS application software.
With a sufficient background in GIS, let us concentrate our effort on how this tool
effectively contributes towards marketing.
Analyzing customer demographics and geography enables organizations to locate areas with ideal
demographic characteristics for targeting new customers. GIS business analyst lets you create profiles of
your most profitable customers and identify untapped areas matching these characteristics.
GIS Business Analyst gives you direct access via the Internet where you can perform customer profiling
and prospecting against a national household- level database from. For the geographic area of interest, you
can use demographic and household criteria to obtain unlimited counts for individuals ZIP codes or census
geographies.
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You can use the customer prospecting tools in GIS Business Analyst to:
GIS Business Analyst is a powerful and flexible addition to departmental and organizational decision
making. GIS Business Analyst technology has been deployed in a wide range of industries.
Business Analyst uses your customer data to define your store‟s trade areas and analyze the
corresponding markets. The results of this analysis provide a foundation for implementing marketing
programs, sitting a new facility, conducting a performance, evaluation of a location, identifying where the
competition is in comparison to your, customers, and more. You can calculate market penetration, locate
untapped market areas and discover store cannibalization problems within your trade areas .
GIS Business Analyst lets you perform the following types of customer market analysis:
Simple and complex market area boundaries drawn around sets of customers based on customer
counts or customer sales.
Desire lines drawn between customers and their assigned stores to identify market pull.
Market penetration calculated based on the number of customers within an area compared to the
total population.
2. Store Prospecting:
Finding the most profitable store location based on distance or travel time
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Site selection tools enable you to search for the best store site for your business. You can summarize the
underlying demographics around possible new locations for comparison and analysis. Sites are selected by
analyzing single or multiple locations.
Store prospecting allows you to evaluate a potential store location based on distance or travel time. You
can specify the distance or travel time based on your experience at other stores in similar market areas.
You can use the GIS Business Analyst store prospecting tools to:
Efficient operations require accurate, timely decision- making. Knowing where a vehicle pick-up
or delivery is at given time leverages assets for optimum deployment and cost savings. GIS can
provide this critical information. Customer satisfaction, competitive position, timely response,
effective deployment and profitability all stand to gain. The matrix below shows a series of basic
questions a fleet manager might ask in the course
of deciding on a tactical deployment plan or during a strategic review of his or her business.
Next to each question is an application or capability of GIS software that fleet managers can use
to answer the question.
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Question Function Application
Where are my trucks? Vehicle Tracking Dispatch
Where is my customer? Encoding Customer address matching
How do I get there? Network Topology Routing and scheduling
Where have the trucks been? Route Logging Post Trip Analysis, Fuel Tax Mileage
Reporting
What is my potential Accessibility to Site Selection
demand? customer
Service from a proposed Order Fulfillment Customer Service Job Pricing
warehouse?
1. SITE SELECTION: GIS can help you to find the right site for your next store, distribution center
or service department. With a GIS, you can blend customer surveys with census data to visualize market
penetration, market share and trade areas.
2. ADVERTIZING/MARKETING: GIS market analysis tools can help you o determine which
products and promotions match lifestyles and buying patterns of your customers.
3. ROUTING/LOGISTICS: GIS integrates mapping analysis into decision support for everything
from calculated arrival times to customer sites and schedule requests .
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4. COMPETITIVE ANALYSIS: Losing customers to the competition costs you money. Knowing
the types of products, promotion and services that will attract profitable customers in your trade area can
help to prevent cannibalization.
5. TARGET MARKETING: Knowing and understanding your customers‟ tastes are integral to the
success of a direct mail campaign. GIS helps to identify who your most valuable customers are,
understand them, and measure their responses.
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Brand Promotional Activities of JCB
Branded products:
These products are extensively used for brand promotion of JCB. They are offered to dealers and employees at
nominal costs. These branded products develop the feelings of belongingness and pride among the dealers and employees.
JCB also provide incentive to dealers to sales and distribution. They opened branded product department in the heart of the
city Co naught place and Faridabad.
JCB organized tows and shows time to time for enhancing the sales and for word of mouth promotion.
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Truck Branding
Standardize color of all trucks carrying JCB machines for enhancing awareness among the general
public.
Standardized Uniform
The standardized uniforms for JCB employees as well as dealers in order to develop the sense of belongings, also for
raising their motivation and they feel as part and parcel of the organization.
Terrain
JCB issue publication for the dealers to update them about any amendment in the personnel of the company, inform
about any new products launches and achievements.
Firstly, it will let the company know where it lacks, how it could be rectified. Secondly, it make the customers make them feel
that they are important for the company and lastly in assessment of the sales executives performance.
The company demonstrates corporate profile of JCB in cinema halls in rural India of having high viewer ship of movies.
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Celebratory Endorsement by Narain Karthikeyan
JCB hire a brand ambassador Naraian Karthikeyan for its brand promotion. Brand ambassador could be well- known
personalities from various fields: but the best suited would be from the field of SPORTS. It is so because the product range of
JCB does not match with the personalities from some other field. He is the first Indian Formula 1 car racer.
NARAIN KARTHIKEYAN
The motor sport wonder boy from Coimbatore, born on 14 January 1977, he started racing at the age of 16, an age at which
you can’t legimately get a driving license. He comes from a middle-class family. He is the first Indian and only the second Asian
to participate in the Formula 3 championships and to be on the winning list. Driving is both his profession and passion. With
single-minded devotion he has reached where he wanted to be.
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He studied Business Administration in London. His hobbies include skeet shooting, tennis, and wildlife photography. Narain is
not interested in motor racing, but also in tennis. He is all admiration for Boris Becker. He does yoga and meditation and keeps
fit through jogging and weight training. His idol is Michael Schumacher and his only ambition is to be the first Indian Formula
One Driver.
He was the first Indian to test-drive a Formula One Car. He drove a Jordan Honda EJ11 at Silverstone and then at the
Mugello circuit in Italy to test his proficiency.
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BRANDING
Branding is more than just a business buzzword. It has become the crux of selling in the new economy. If the
old marketing mantra was, “nothing happens until somebody sells something, “the new philosophy could be “nothing
happens until somebody brands something.”
In its simplest form, a brand is a noun. It is the name attached to a product or service. However, upon close
inspection, a brand represents many more intangible aspects of a product or a service: a collection of feelings and
perceptions about quality, image, lifestyle and status. It creates in the mind of the customers and prospects the
perception that there is no products or services in the market that is quite like yours. In short a brand offers the
customers a guarantee and then delivers on it.
JCB build a powerful brand, which in turn is able to create a powerful marketing program. However, if they
can’t convince customers that product is worthy of purchasing, no amount of advertising rupees, fancy packaging or
public relations will help in achieving their sales goals? Therefore, successful branding programs begin with superior
products and services, backed by excellent customer service that permeates an entire organization.
IMPORTANCE OF BRANDING
One of the truths of modern business is that there is almost nothing that your competitors can’t duplicate in a
matter of weeks or months. If you have great idea, You can be certain that somebody will copy it before long, and not
only they will follow your lead, but they may also be able to do better job or sell the product or service at a lower
price. The question then becomes, “what competitive edge should we have to offer that can’t be copied by anyone
else?”
Creating a strong brand identity will build mind share- one of the strongest competitive advantages
imaginable. As a result, customers will think of your business first when they think of your product category.
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For example, when you want a Hamburger, you will think to go to McDonald’s, when you are looking for tape
to wrap your gift, Scotch is the brand that springs to mind, like when you see the earthmoving equipment - Bulldozer
the first that spring in your mind that is JCB. The reason behind these strong brands- product associations is that these
companies have built strong rock brand identities.
A brand is the one thing that you can own that nobody can take away from you. Everything else your
competitor can steal your trade secrets. Eventually, your patents will expire, physical plant will wear out, and
technology will change, but your brand can go on and live. It creates a lasting value above and beyond all the elements
of your business. For instance, if we owned the Marlboro Company and wanted to sell it, you would begin to value the
firm by looking at assets tied to the Marlboro brand. You would then identify the cost of the factories, patents, trucks,
machines and staff. They are worth a small fraction of what you can sell that brand; the value of the brand is huge
compared to those actual physical assets.
The importance and value of branding becomes apparent when an entrepreneur wants to sell his or her
company or to take it to Wall Street for a public offering or other infusion of capital. It is often the brand that a
business owner has to sell in such cases.
DuPont fiber, improbably one of the best known industrial branded products. Similarly, JCB has recognized name in
the construction industry.
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Types of brands:
A brand cannot be all things to all people, by definition; NO one brand i s going to appeal to all customers. On
the contrary, branding is based on the concept of singularity – targeting individuals in a personal manner – and
therefore precludes the concept of universal appeal. This is why many brands broaden and widen their appeal by
creating tertiary brands or line extenders.
Although most industries and products or services can benefit from a brand not every product needs its own
stand-alone brand. Brand can be separated into three categories.
Primary brands – This is a company’s core brand or umbrella brand. Primary brand typically garner a large
percentage of a company’s revenue potential and therefore needs to be given priority of advertising in order to root
them firmly.
Secondary brands - These are often line extenders or flankers for a core brand. They don’t need to have their
own name; usually modifier to the brand name will suffice and strengthen the core brand. Take, for instance, a
toothbrush called the crest deep sweep. Crest is the core brand and deep sweep i s the secondary brand. Line
extenders are characterized by having a descriptive term that allows the base brand to be true selling proposition and
the flanker to really designate to the audience what that particular products key feature or benefits are.
Tertiary brands - These brands typically have insignificant revenue potentials or expectations but they contribute
to the company’s overall image in some way. Therefore they sometimes don’t sport registered brand names, but just
descriptors. For example, a garbage bag manufacturer may a generic brand bag in addition to its flagship brand the
generic line may bring n minimal revenue for the company. But it fills the need within a niche market so the company
continues to manufacturer it under the unregistered name Household Trash bags. Therefore, the generic line is
considered a tertiary brand for this company
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What goes into the brand?
If your product is new and unique. There is no preexisting biases towards him product or service; it will be
easy to manipulate customer’s attitudes. More often, your product or service will have been in existence for a while
and have direct competition. And if it is does not, it will probably soon will. Therefore, products that may be roughly
equivalent in terms of their features need have a brand identity that will impact consumer choice.
1. PRICING: A component of value; higher prices may signify to consumers higher quality and lower prices may
suggest decreased value.
2. DISTRIBUTION: Availability; limited distribution of a product or service may imply exclusivity to discerning
consumers.
3. QUALITY: Which impacts satisfaction; obviously, higher quality will translate to more satisfied customers who
come back again and again to purchase your offerings.
4. PRESENCE: Prominence in the paid & unpaid media; products and services with a high profile market
presence will lead to brand recognition and increased sales.
5. AWARENESS: Top off mind awareness, residual awareness and recognition, which are directly related to
presence; the higher your offerings awareness the better your sales results will be.
6. REPUTATION: Enduring public opinion of brand character, which is built over time and difficult to change once
established.
7. IMAGE: Perception of brand traits or prototypical buyers; often represented by qualities the consumers
relates to, like reputation, image is difficult to change once established.
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8. BENEFITS: Consumers may equate certain positive and negative consequences with use of your product or
service these may be warranted or unwarranted.
9. POSITIONING SILENCE: Differentiation from the competition, which is established by a combination of all
elements of the brand.
10. SHARE OF MARKET: Increased market share is a direct result of a successful branding campaign.
11. CUSTOMER COMMITMENT: Loyalty is built through long term branding and close consumer contact.
Your logo and tagline are valuable property. Make them a visible that runs through all your promotions. Here are
five great ways to get your brand name out there in front of consumers:
Instead of just giving away a freebie that has a one-time use, provide a valuable service or product
that will get used or seen by other people. Free books, free email, free websites, pens, t -shirts
baseball caps…all these are great examples of things people use and expose to others. Take a good
luck at your own products and services. What can you give away?
2. Encouraged Interactivity:
We are social creatures. Everyone likes to be included –to have the opportunity to put in his or her 2
rupees worth. Encouraged people to get involved with your business. Invite questions, ask for
feedback, run a contest, sponsor telecasters or chat sessions, or moderate a discussion board. For
every person you make a connection with, you have created the opportunity to ignite a word-of-
mouth campaign that stretches through everyone they know.
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3. Brand your Digital and Print Communications:
If you type it, write it, or touch it… brand it. If you’re within breathing distance of it – try to brand it.
Leave evidence of your unique business identity everywhere you can. You website, all your outgoing
postal mail, and all electronic mail should include your business name or logo, your tagline, email
address, website URL, phone number, and mailing address. And a handy supply of business cards is a
must anytime you leave the office.
There’s nothing more powerful than an endorsement from a satisfied customer. Make it easy for
people to tell their friend’s and family about your product or service.
In the end, the name of the game is repeatedly exposing consumers to your unique business identity
– your brand. The above strategies
Are vital marketing tools in that they are far reaching and long lasting, and that’s a great combination
for long-term business success?
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CHAPTER VII
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ANALYSIS OF QUESTIONNAIRES
ADDRESS:
CONTACT NO:
1%
3D
47% 3DX
52%
4D
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3. How did you come to know about JCB machines?
a) Through a friend-30
b) newspaper-0
c) internet-0
d) Any other-20
Through a friend
40% newspaper
60% internet
0% Any other
0%
b) no-45
10%
yes
no
90%
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5. If yes, which other company earth mover do you use?
a) tata-4
b) L&T-0
c) Terex vectra-1
d) caterpillar-1
e) others-0
17% 0% tata
L&T
17% Terex vectra
0% 66% caterpillar
others
6. From which dealer have you taken the `machine? a) classified-47 b) others-3
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From which dealer hav you taken jcb
machine
6%
classified
others
94%
a) yes-48
b) no-2
4%
yes
no
96%
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8. Are you aware of warranty period of the parts?
a) yes-40
b) no-10
20%
yes
no
80%
a) yes-23
b) no-26
c) others-1
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Do you know which parts are under
warrenty
2%
yes
46% no
52%
others
(On scale of 6)
1-Very Poor
1.5 2-Poor
2.5 3-Averages
3.12 4 -Good
5.11 6 - Excellent
6.0
5%
10%
28%
14% Series2
Series1
24% 19%
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11. How would you rate the sales process of JCB dealer, from where you taken the machine?
(On scale of 6)
2.3 2-Poor
3.6 3.Average
4.27 4.Good
6.0 6-Excellent
Other.1
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12. How would you rate the unscheduled repairs provided by JCB
(On scale of 6)
2.7 2-Poor
3.11 3-Average
4.16 4-Good
6.0 6-Excellent
17% 9%
14% Series1
Series2
57%
a) On site-18
b) workshop-2
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c) both-30
36% on site
w orkshop
60% both
4%
a) yes-31
b) no-14
c) Cant say-5
10%
yes
28% no
62%
cant say
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15. How is the performance of the service engineer?
(On scale of 6)
2.1 2-Poor
3.13 3-Average
4.18 4-Good
6.0 6-Excellent
Other-3
(On scale of 6)
2.4 2-Poor
3.4 3-Average
4.20 4-Good
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6.4 6-Excellent
1
5% 10%
28% 2
14% 3
4
24% 19% 5
6
17. Does the service man (for kirloskar engine) come as prompt as said to you?
a) yes-40
b) no-6
c) others-4
8%
12%
yes
no
others
80%
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18. How is the parts availability with the dealer?
(On scale of 6)
2.8 2-Poor
3.17 3-Average
4.11 4-Good
6.0 6-Excellent
Others.1
0%
1
12% 14%
2
3
16%
22% 4
5
6
34%
others
18. (A) how would you rate the parts on the basis of there pricing
(On scale of 6)
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1.4 1-Very Poor
2.2 2-Poor
3.10 3-Average
4.1 4-Good
6.0 6-Excellent
5% 1
10%
28% 2
14% 3
4
5
24% 19%
6
a) genuine-17
b) non-genuine-0
c) both-0
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What type of par ts do you
us e
0%
0%
genunine
non- genunine
bot h
100%
19. How would you rate the over all dealer performance?
(On scale of 6)
2.3 2-Poor
3.14 3-Average
4.18 4-Good
6.0 6-Excellent
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How w ould you rate the overall dealer
performance
1
5% 10%
28% 2
14% 3
4
24% 19% 5
6
a) yes-43
b) no-7
I n f u t u r e wo u l d y o u l i k e t o b u y
j c b ma c hi ne
6%
yes
no
94%
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SWOT Analysis is an effective way of identifying your strengths and weaknesses and of examining the
opportunities and threats.
What makes it particularly powerful is that with a little thought, it can help you uncover opportunities that
you are well placed to take advantage of.
And by understanding your weaknesses, you can manage and eliminate threats hat would otherwise catch you
unawares.
More than this, buy looking at yourself and your competitors using the SWOT framework, you can start to
craft a strategy that helps you compete successfully in your market.
1. Old entrant: As JCB is oldest entrant in field of construction equipment, it carrying a long lasting brand image.
In India, JCB is a generic name for backhoe loaders. It is the first company to bring in Backhoe loaders and
telescopic handlers to India, as also the first to market and service earthmoving and construction equipment
through dealer networks. JCB 3D is today the single largest selling industry. All demolition products in India are
generically pronounced as JCB. Thus, possessing high brand value.
2. Branded products departments: JCB having branded product department for brand promotional activities. It is
having massive turnover around 80 lakhs. It plays a crucial role in making awareness among the general public.
They offer variety of eye-catching product, which lure the customers for impulse buying. They are unveiling new
products time to time according to the latest trend. Some of the products offered by branded products to
customers, employees are as follows: JCB white as well as black dial watches, JCB Parker pen, JCB sports bag,
backhoe shaped key ring, mouse pad, JCB corporate mug, wall clock, JCB shirts, T-shirts for man as well as for kids,
school bags, caps, models of JCB 3CX backhoe loader, JCB 185 Robot, 4CX backhoe loader.
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3. World-class dealer network: JCB having highest number of dealers, which actively participate in promotion of
goods. They sponsored branded products in the conferences, trade fare etc the motive is not only to luring new
customers but also for creating local awareness about the JCB.
4. Sound marketing strategy: JCB personnel having versatile approach they persistent in pursing world class
promotional strategies. They choose effective media to tap the untouched market. The sound marketing strategies
follow up by the companies are celebratory endorsement by Narain Karthekeyan (Formula 1 Car Racer),
participation in Exxon Exhibition, and coverage in world best leading newspaper like Business Standard, Deccan
Herald, City Express etc, standardization of dealers outlets.
5. International Presence: JCB is word reckoned name in the construction earthmovers equipments. JCB took off
by different new machines and innovations and spread over 150 countries. JCB India Limited of United Kingdom,
which is ranked, wholly owns it in the top five manufacturers of earthmoving and construction equipment in the
world. JCB is considered one of the Britain’s most impressive success stories and is world no.1 producer of
backhoe loaders. As JCB having premium market share in construction earthmovers equipments, its brand value is
very high.
Weakness
1.Although the company is self sufficient in economic resources but still it is lacking in taking initiative in brand
promotional activities against its competitors.
Opportunities
1. Developing of Indian Economy: It provides immense opportunities for the JCB to uphold among general public
by enhancing its brand promotional activities like exhibition, workshops and by deeper penetration of branded
products.
2. Advancement of media communication: Advancement of media communication proves a boon for the JCB to
create a distinct and unbeatable image in world.
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Threats
1. Braned product: As JCB branded products demand is increasing significantly, it creates threat to the JCB, as it
may takeover JCB earthmovers brand image and might be recognized as branded products. As Caterpillar as
recognized as shoe company.
2. Entering of new entrant: In India, as globalization took place it brings immense opportunities for construction
equipment companies. So numbers of competitors are increasing, as an undesirable manner, which might follow
unexpected marketing strategy in terms of rumors for eating the market share of JCB this, will hamper the brand
image of the company.
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During two months of my training I have studied the various strategies of JCB brand image for generating
awareness among the people. As such all-promotional tools are effective. Branded product department plays
a significant role in JCB brand image building. It generates high revenue for company. It is having
massive turnover around 80 lakhs. It plays a crucial role in making awareness to the general public. They
offer variety of eye-catching product, which lure the customers for impulse buying. They unveil new
products time to time according to the latest trend.
Publication of magazines “Terrain” for employees and dealers in order to update them of any
amendment in the personnel of the company and any achievement of the company due to their valuable
contribution leads to enhance the moral of the employees.
The company conducted the customer satisfaction survey for strengthens relationship with the
customers. This will help the company on three ways:
Firstly, it will let company know where it lacks, how it could be rectified. Secondly, it make the
customers make them feel that they are important for the company and lastly in assessment of the sales
executives performance.
About the earthmoving industry: The Indian earthmoving is also increasing in an incredible manner. The
main reason behind this is the ever-developing Indian economy. With the economic development, the
frequency of the construction in every sector either it is road or bridge or anything have increased
tremendously because of the old players are increasing their capacity and new players are emerging at very
rate. Although the new players cannot harm the old once but what they can do is that they can eat away
some of the market share of the companies. Thus, big players take this point into consideration and develop
their strategies.
During my project I have realized that the India has vast potential for the earthmover industry and
it needs aggressive marketing strategies to tap the untouched areas and to withhold position in the market.
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1. Actively participate for sponsorships, owning of events or sports like Formula
Car Racing in India, Cricket test Series.
2. Taking regular feedback from customers, dealers and suppliers. This will help the
company on three ways:
Firstly, it will let the company know where it lacks, how it could be rectified.
Secondly, it make the customers make them feel that they are important for the
company and lastly in assessment of the sales executives performance.
3. Suggestion Box should be kept in the company so that innovative ideas from employees
should be appreciated which help in getting cost measures and for smoothen the
functioning of the company. Awards and recognition for valuable contributions to
organization.
5. Conducting numerous social activities, including Holiday Party and happy Hours to let
you get to know great people on a personal and professional level.
6. Start promotion of branded products at a large scale and slowly keep penetrating into
the market.
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1. www.jcb.com
2. http://www.info4india.com/indian-personality/Narain-karthikeyan-the-racing-
wonder.shtml
3. www.google.com
4. www.bitpipe.com/tlist/Branding.html
5. www.kotlermarketing.com/resources/philipkotler
7. E commerce weekly
9. www.allaboutbranding.com
11. www.icjonline.com/
12. www.terexvectra.com
13. www.larsenturbo.com/divbusiness/jvlntcase.html
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JC B INDIA LTD, OVERVIEW
STORES
DEPARTMENT
ANALYSIS OF
STOCK
BALANCES
NO
STOCK
INSUFFICIENT/
REACH ORDER
LEVEL
YES
LEAVE ITEM
RAISE ANALYSE
PURCHASE ANOTHER
REQUISITION ITEM
P.R.
PURCHASE
DEPARTMENT
P.O
VENDOR
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Preface
MBA program is one of most reputed professional course in the filed of management. Project work is an integral part
of the M.B.A. program.
During project work, we get introduced to the industrial environment. Project work raise the level of performance in
one or more aspects and provide new knowledge & information practically. It teach a student new trends, imbrue an
individual with new attitude, motives & personality characteristics.
It cover all that remains uncovered in the classroom i.e. without it our studies remains ineffective & incomplete.
Only gaining theoretical knowledge is just not sufficient for sure success in life, practical training is must & I have
been given an opportunity to gain practical experiences through this project work.
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CHAPTERIII
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CHAPTER V
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Data collection
Methods of Data Collection
The task of data collection begins after a research problem has been defined and research
design/plan chalked out while deciding about the method of data collection to be used for
the study, the researcher should keep in mind two types of data viz., primary and
the respondent.
a. Personal Interview
b. Telephone interview
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CHAPTER IV
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Meaning of Research
Research in common parlance refers to search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic.
Types of research
hand, the researcher has to use facts or information already available, and
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5. Some other types of researches: All other type of research are
variations of one or more of the above stated approaches, based on either the
factors.
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Research Design
data in manner that aims to combined relevance to the research to the research
As such the design includes an outline of what researcher will do from writing the hypothesis and its
operational implication to the final analysis of data. More explicitly, the design decisions happen to be in respect of:
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