PROJECT SYNOPSIS ON “AN ANALYTICAL STUDY OF MARKETING STRATEGY OF AMBUJA CEMENT LTD COMPANY”
Submitted to: RASTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY In partial fulfillment of the degree of Bachelor of Business Administration (B.B.A) Course Specialization in Marketing Management Under the guidance of Miss. PRITI HATWAR (M.COM, M. A (ECO), M.PHIL, MBA) Lecturer in Senior College B.B.A Department Department Submitted by: Miss. KOMAL LODHE B.B.A-III
Smt.Kaushalyadevi Maheshwari Mahila Mahavidyalaya Hiwari Lay-out, Nagpur ACADEMIC SESSION SESSION 2013-14
INTRODUCTION OF MAKET :-
The term market is derived from the Latin word “MARCUTUS” meaning to trade i.e, purchasing and selling of goods. It also means merchandise, traffics, wares or a place of business. It is because of these different meaning, that this word is used differently in different context. The term is commonly used in any of the following senses:(1) A place where market is held. (2) An assembly of people buyer and seller. (3) An area of operation. (4) An act of buying and selling.
INTRODUCTION OF MARKETING STRATEGY:Marketing strategy is the complete and unbeatable plan designed specially for attaining the marketing objectives of the firm.The marketing objectives indicates what the firm wants to achieve , the marketing strategy provides the design for achieving them. It is the marketing strategy that decides the success at the business unit level which in turn decides the total corpration’s success. The linkage between marketing strategy and overall corporate’s success is indeed and vital and in this linkage lies the significance of marketing strategy. The Marketing strategy consist of analyzing the market and selecting the target market. Once the target market have been identified, then the market and the consumer characteristics are identified. The identification of market and consumer characteristics of the target market will help to finalize marketing mix planning. The market segmentation and target market are important parts of the entire marketing strategy. Therefore, firms internal strength, parties weakness
and potential would need to be analyzed and whether these factors would be able to serve the market. These should be seen in long term prospecting and not on short term planning process.
INTRODUCTION OF THE COMPANY:Ambuja Cements Ltd (ACL) is one of the leading cement manufacturing company in India. The company initially called Gujarat Ambuja Cement Ltd was founded by NAROTAM SEKHSARIA in 1983 with a partner SURESH NEOTIA. Sekhsaria’s business acumen and leadership skills put the company on a fast track to growth. The company commenced cement production in 1986.The global cement major Holcim acquired management control of Ambuja Cement Ltd in 2006.Holcin today holds little over 50% equity in Ambuja Cement Ltd. The company is currently known as Ambuja Cement Ltd. Ambuja Cement Ltd has grown dynamically over the past decade. Its current cement capacity is about 27.25 million tones. The company has five integrated cement manufacturing plants and eight cement grinding units across the country. Ambuja Cement Ltd enjoys a reputation of being one of the most efficient cement manufacturers in the world. Its environment protection measures are on par with the finest in the country. It is one of the most profitable and innovative cement companies in India. Ambuja Cement Ltd is the first Indian cement manufacturers to build a captive port with three terminals along the country’s western coastline to facilitate timely, cost effective and environmentally cleaner shipments of bulk cement to its customers. Ambuja Cement Ltd has also pioneered the development of multiple biomass eco-fired technology for generating greener power in its captive plants. Ambuja Cement Ltd has always met tough challenges and seized the opportunities that have come its way. It has nurtured the same spirit of enterprise and search for cutting-edge technology with which it started.
It thus continues to be the driving force and in many ways a bench mark for the cement industry in India.
REVIEW OF LITERATURE :The review of literature brings clarity and focus to research problem. Some books journals and other are already available. Research materials will be utilize for research purpose.
RESEARCH METHODOLOGY:A research methodology defines what the activity of research have to proceed, how to measure progress, and what constitutes success. It can also be defined as a specific and systematic search for pertinent information on specific topic. “Research is the process of gathering, recording and analyzing of relevant fact about problem in any branch of human activity .”
AIMS
AND OBJECTIVES:-
(1) To occupy important and benchmarked position in cement industry. (2) To complete company’s ambitious projects at different locations to optimize and enhance efficiency. (3) To promote environment of innovation and excellence. (4) To strengthen company’s position and enhance footprints in the southern region. (5) To find out product availability in the market.
HYPOTHESIS:(1) The market position of Ambuja Cement Ltd company is good. (2)Ambuja Cement facing cut throat competition with rival products. (3)It creates brand image in customers mind. (4) Dealers and retailers are satisfied in company’s product.
AREA
AND LIMITATION OF STUDY:-
Time limitation was an important aspect. As there is limitation of time and the area of study is very vast, the researcher has limited her study and is not possible to find out the aspects of the company.
SAMPLING:A sample as the name implies, is a smaller representative of a large whole. In other word, a section of the population selected from the later in such way that they are representative of the universe called sample. A single member of population is referred to as a population element. When some of the elements are selected with the intention of findings out something about the population from which they are taken, that group of elements is referred as a sample and the process is of selection is called “SAMPLING”.
SAMPLE SIZE:SAMPLE Dealers Retailers
SIZE 3 6
COLLECTION OF DATA:There are two sources of data collection:-
PRIMARY DATA:-
The primary data are those which are collected for the first time and they are original in character. The researcher will collect the data will be collected by Sampling Method, Questionnaire Method and Interview Method. The researcher will collect data by sampling method, questionnaire method and interview method.
QUESTIONNAIRE METHOD:Questionnaire is a printed list of questions sent to the respondents to be returned by the respondents after filling up the questionnaire. SECONDARY DATA:-
The secondary data are those which are already collected by someone for some purpose and are available for present study. The data will be collected from Newspapers, Journals, Libraries and Internet.
DATA ANALYSIS AND INTERPRETATION:Once the data is collected, the next step is to analyze and interpret the data of marketing strategy with a view to receive meaningful information. The researcher will analyze and interpret the data through tabulation of data collected.
CONCLUSION AND SUGGESTIONS:After conducting the research the researcher will give the result of her study that it is positively proved or not. The researcher will also give the suggestions for improving the marketing strategy of the Ambuja Cement Ltd.
BIBLIOGRAPHY:
BOOKS:
KarunaKaran Dr. K. Marketing Management, Himalaya publishing Home Mumbai, first edition 2007. D.C.Kapoor, Marketing and Sales Management, S.Chand and Company Limited Revised Edition 2007.
WEBSITES:
www.google.com www.AmbujaCement.com
MAGAZINES:
ANNEXURES:-
MBA education and career, edition 2009.
