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SURVEY OF PERCEPTION OF CHANNEL PARTNERS OF SHRI BAJRANG POWER AND ISPAT LTD., RAIPUR (C.G.) TOWARDS ITS MARKETING BASED ON SERVICE PARAMETRES. SUBMITTED BY Ashish Sharma Roll No. 520823962 M.B.A. - IVTH ( Marketing ) A project report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration of Sikkim Manipal University, INDIA. Sikkim Manipal University of Health, Medical & technological Sciences Distance Education Wing Syndicate House Manipal 576104
Annexure B
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SURVEY OF PERCEPTION OF CHANNEL PARTNERS OF SHRI BAJRANG POWER AND ISPAT LTD., RAIPUR (C.G.) TOWARDS ITS MARKETING BASED ON SERVICE PARAMETRES.
Qualification : Designation :
Qualification : Designation :
Annexure C
SURVEY OF PERCEPTION OF CHANNEL PARTNERS OF SHRI BAJRANG POWER AND ISPAT LTD., RAIPUR (C.G.) TOWARDS ITS MARKETING BASED ON SERVICE PARAMETRES.
Submitted in partial fulfillment of the requirements for the degree of Master of Business Administration to Sikkim Manipal University, in India, Is my original work and submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes.
CERTIFICATE
SURVEY OF PERCEPTION OF CHANNEL PARTNERS OF SHRI BAJRANG POWER AND ISPAT LTD., RAIPUR (C.G.) TOWARDS ITS MARKETING BASED ON SERVICE PARAMETRES.
Submitted in partial fulfillment of the requirements for the degree of Masters of Business administration of Sikkim Manipal University of Health, Medical and technological science. Ashish Sharma Registration No. 520823962 Has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other degree, Diploma, Fellowship or other similar titles or prizes and that the work has not been published in any journal or Magazine.
This is to certify that Mr. Ashish Sharma MBA ( Marketing ) from Sikkim Manipal University of Health, Medical and Technology Science, has visited Shri BAJRANG POWER AND ISPAT LTD., Gondwar, Urla, Raipur (C.G.) from 15th April to 22nd April for his project entitled SURVEY OF PERCEPTION OF CHANNEL PARTNERS OF SHRI BAJRANG POWER AND ISPAT LTD., RAIPUR (C.G.) TOWARDS ITS MARKETING BASED ON SERVICE PARAMETRES.
We have briefed him our survey requirements. During the period of his research in our company, we have found him to be punctual and sincere. We wish him all success in his future endeavour.
ACKNOWLEGEMENT
I sincerely thanks the management and employee of Shri BAJRANG
POWER AND ISPAT LTD., who have given their kind support and time for conducting this research. I do hereby acknowledge the contribution of
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respected Mr. Sudhir Sen Dy. General Manager (Marketing) that had made possible to make all available resource needed in my project. I extend my heartiest thanks for his guidance and Co-operation. I would like to thank him for permitting me to do the project Work in Shri BAJRANG POWER AND ISPAT LTD., Gondwara, Urla, Raipur (C.G.). I also convey my sincere gratitude to the faculty members of SMU for their king support. I would finally like to special thank to all the dealers and distributors of shri Bajrang Power for help being my project without their support project work not reach the end process. Last but not least, I would like to thank my family members for their constant support and encouragement for doing my project work.
EXECUTIVE SUMMARY
The project work was undertaken to gauge the perception level of its channel partners (dealers, distributors, builders & contractors) towards the parent company that is Shri BAJRANG POWER AND ISPAT LTD., Raipur (C.G.)
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It is believed in todays highly competitive market that how people perceive a company not only by its product but by various other services rendered by the company to its customers for taking buying decisions for a particular product. The first thing which comes to a customers mind is the brand name of the product and the company which manufacturing it. In this context an example can be cotted that any product which bears the name TATA is readily accepted by the customers on grounds of its quality, performance, services etc. without any question. During my project study I found that in Chhattishgarh this group that is Shri BAJRANG POWER AND ISPAT LTD., has earned a good name by way of its adherence to its marketing policies, and by maintaining high quality standards of their products. Form time of its inception company has introduced products with new concept, bringing new technologies to improve their product manufacturing process and increase their product portfolio. Shri BAJRANG POWER AND ISPAT LTD., is perceived by its channel partners that the management is very open to adopt any good suggestions made by them and bring it in practice so as to improve their overall performance.
CONTENTS
S. NO.
TITLE
PAGE NO.
1.
Company Profile 09 Introduction 17 Research Methodology Data Analysis & Results Facts And Findings Recommendation Limitations Conclusion Appendix Bibliography 20 28 36 39 41 42 43 47
2.
3. 4. 5. 6. 7. 8. 9. 10.
1. COMPANY PROFILE
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Rolling Mill in the state of Chattisgarh. Aided by advanced technology, it rolls out a complete range of product like Beams, Channels, Angles and M.S. Rounds. Shri Bajrang Alloys Ltd., an ISO 9001:2000 certified company plays an important role in the National effort to build a strong and self-reliant industrial base.
Established in 2000, is the biggest venture by the GOEL GROUP. The strength behind long lasting homes. Punch line of the company is Aap Ke Ghar Ko De Lambi Umar. Shri Bajrang Metallics rolls out 3 lakh mega tones of TMT bar, 72 thousand tones, Wire Rod and 36 thousand tones, HB Wire annually and bears an ISO:9001:2008 accreditation. Also, it is the only company in Central India having the capacity to Roll 3 lakh Tones of ISI TMT bars under one roof. Their license from THERMEX to use the THERMEX QUENCHING SYSTEM and TECHNOLOGY of M/s HENNIGSDORFER STAHL ENGINEERING GmbH, GERMANY, ensures that all the bars are made from cutting-edge technology. Also Shri Bajrang Metallics boasts of having Steel Melting Shop with continuous Billet Caster 350 TPD and 16 MW Captive Power Plant, thereby making it self dependent for raw material.
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THERMO MECHANICALLY TREATED ( TMT ) Bars, produced by using the most advanced and latest technology is the new generation, highstrength ribbed bar the GOEL TMT bar. The use of thermex Quenching & Tempering Technology has enabled the production of these high strength rebars. The bars comes packed with a yield stress ranging form 425 to 550 N/mm2, extra toughness, a high elongation value of 18-25%, ductility, the ability to weld and an excellent ability to bend. Truly, theyre bars that have been made with no compromise on strength and durability, and they will surely give your homes longer life.
The GOEL HB WIRE comes in the following gauge: Gauge : 6 SWG OR 4.88 mm to 16 SWG.
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Their TMT & Wire Rod making unit is equipped with all the latest machinery and technology. The Rolling Mill consists of an Oil-fired Re-heating furnace with a capacity of 50 MT per hour. The furnace is equipped with PLC based Combustion System to ensure uniform heating of the billets. The Mill has inline continuous-stands driven by PLC based DC-Drives, combination of loopers, start-stop shears, producing TMT bars with controlled dimensions. The Mill is equipped with an Automatic Rack type Cooling Bed to efficiently handle Bars coming out at high speed of 20 mtrs per second. The unique Bar handling feature is capable of lifting & packing the bar automatically, resulting in uniform number of bars per bundle. Each GOEL TMT bar is put through Thermex process which gives it extra strength and durability. GOEL TMT re-bars are hot rolled form billets and subjected to PLC controlled on-line thermo mechanical treatment in three successive stages, Quenching, Self-Tempering and Atmospheric Cooling. Uniform rib pattern of the rebar is a pre requisite features to ensure its proper & strong bonding with concrete. GOEL TMT has uniform rib depth and spacing which makes it different form ordinary TMT. Ribs are made using state of the art computer controlled CNC notch cutting machines. In ordinary re-bars ribs are generally cut using the manual method resulting in uneven rib pattern thereby making bonding weaker in the structure. Uniform fibs of GOEL TMT gives better fatigue strength than ordinary rebar, ensuring that the structure stands for generation.
1.4.4 QUALITY
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Additionally, they go through three stages of Quality Checks at the Raw Material Stage, where the material goes through rigorous chemical & visual checks, at the Manufacturing Stage, where their team of technicians check the process parameters like the temperature of the bar, the diameter, etc. and finally the Pre-despatch Quality Check, which includes testing of physical & chemical properties of the bars. Their Testing Laboratory boasts of the use of State-of-art testing facilities like the Spectro Metal Analyser used for chemical analysis, two fully computerised UTM-100 MT capacity machine for testing the physical properties of the bar, ensuring rigorous quality control under the supervision of highly qualified technicians and field staff. Since the time of their inception, they have always kept Quality as their driving force. The per-despatch inspection of their product is being carried out by agencies of international repute such as SGS, LLOYDS, RITES, TPL, or any other customer nominated agency. To provide us with the strength to fulfil our dreams of making a home that will last forever. In an endeavour to do just that they have spread their roots and set up their new unit, SBPIL. Making sure that its technical advancements give our homes that will stand the test of time.
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It is because of their efficient distribution network they can safely say that only standard and custom-made products are distributed through out the country. Their network of distributors and dealers backed by the R&D wing of SBPIL takes care of that. For meeting the regular & continuous demands of the customer, the company has strong network of the 23 Distributors and 325 Dealers across the country. Also, SBPIL alone offers viable and economical transportation to all parts of the country as it is centrally located. Features like brand-embossing, steel strips and company tags prevent duplication and tempering.
1.4.6 APPROVALS
BUREAU OF INDIAN STANDARD M/S H & K ROLLING MILL ENGINEERS PVT. LTD. MILITARY ENGINEERS SERVICES NATIONAL HIGHWAYS AUTHORITY OF INDIA CENTRAL PUBLIC WORKS DEPARTMENT ENGINEERS INDIA LIMITED SOUTH EAST CENTRAL RAILWAY ABS QUALITY EVALUATIONS ISO 9001:2008
RELIANCE PETROLEUM LIMITED HINDUSTAN CONSTRUCTION COMPANY NTPC CSEB GRASIM CEMENT ESSAR STEEL LTD HINDALCO GANNON DUNKERLEY AND COMPANY JINDAL STEEL WORKS CROMPTON SADBHAV ENGINEERING LTD. SOMA ENTERPRISES LTD.
1.4.8 Q U A L I T Y P O L I C Y
COMPANY IS COMMITTED TO MANUFACTURE CONSISTENTLY GOOD QUALITY PRODUCTS AND TIMELY DELIVERY WITH A VIEW TO ACHIEVE CUSTOMER SATISFACTION AND WILL STRIVE FOR EXCELLENCE TO ESTABLISH LEADING EDGE OVER THEIR COMPETITORS.
2. INTRODUCTION
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MARKETING RESEARCH IS THE FUNCTION THAT LINNK THE CONSUMR, CUSTOMER AND PUBLIC TO THE MARKETER THROUGH INFORMATION USED TO IDENTIFY AND DEFINE MARKETING OPPORTUNITIES AND PROBLEMS; GENERATE, REFINE AND EVALUATE MARKETING
ACTIONS; MONITOR MARKETING PERFORMANCE AND IMPROVE UNDERSTANDING OF MARKETING AS A PROCESS. MARKETING
RESEARCH SPECIFIES THE INFORMATION REQUIRED TO ADDRESS THESE ISSUES, DESIGN THE METHOD FOR COLLECTING INFORMATION, MANAGES AND IMPLEMENTS THE DATA COLLECTION PROCESS, ANALYSES AND COMMUNICATES THE FINDINGS AND THEIR
IMPLICATION. THROUGH THIS RESEARCH RESEARCHERS TRIES TO UNERSTAND ORGANISATIONS (SBPIL) ACTIVITIES UNDERTAKEN BY THEM TO SELECT, PROCURE AND USE PRODUCTS OR SERVICES TO SATISFY THE NEEDS AND WANTS OF THEIR CHANNEL PARTNER.
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Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. The marketing concept requires that customer satisfaction, rather than profit maximization, be the goal of an organization. In other words, the organization should be consumer oriented and should try to understand consumers requirements and satisfy them quickly and efficiently, in ways that are beneficial to both the consumer and the organization. This means that any research organizations should try to obtain information on consumer needs and gather marketing intelligence to help satisfy these needs efficiently.
2.3 MISSION
Mission statement provides a general view of the companys products and its method of satisfying the customer. Mission statement is ones again divided into specific objectives which are stated in writing can be measured quantitively and fixed for particular time. Objectives may be business oriented or market oriented. This help marketers to develop strategies and programs.
2.4 TERMINOLOGY
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Marketing research is a critical part of such a marketing intelligence system; it helps to improve management decision making by providing relevant, accurate and timely information. Every decision poses unique needs for information, and relevant strategies can be developed bases on the information gathered through marketing research. Marketing research has been defined as the function that links the consumer, customer and public to the marketer through information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, design the method for collecting information, manages and implements the data collection process, analyses, and communicates the findings and their implications.
3. METHODOLOGY
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My analysis gives suggestion for effective services provided by the organization to the channel partners of their product, which encourage them to purchase the SBPILS product. The researcher was asked to undertake a project entitled SURVEY OF PERCEPTION OF CHANNEL PARTNERS OF SHRI BAJRANG POWER AND ISPAT LTD., RAIPUR (C.G.) TOWARDS ITS MARKETING BASED ON SERVICE PARAMETRES. by the management of the Shri BAJRANG POWER AND ISPAT LTD. In Gondwara Raipur. The main purpose of this survey was to evaluate the level of channel partners Satisfaction in different Service Parameters.
SCOPE
The survey was carried out in State Chhattishgarh. Only the Service parameter were targeted. Other heads were outside the purview of the survey. Out of the 100 channel partners research completed.
3.2.1 MEANING Research simply means a search for facts answers to questions and solution to problems, it directed towards finding answers to pertinent questions and solutions to problem. It is a purposive investigation. It is an organized inquiry. It emphasizes the development of generalization, principles or theories. The purpose of research is not only to arrive at an answer but also to stand up the test of criticism. The purpose of research is to extend knowledge of human beings. Research establishes generalization and general laws and contributes to building in various fields of knowledge. Research verifies and tests existing facts and theory and these help improving our knowledge and ability to handle situations and events. General laws developed through research man enables us to make reliable predictions of events yet to happen. Research aims to analyze interrelationship between variable and to derive casual explanation and this enable us to have a better understanding of the world in which we live.
3.2.2 PROCESS
The research process is carried out to a series of step which are required to be taken in chronological order. The major marketing research steps are as follows. Problem Identification Research Design
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keep one going in the right direction. It is a tentative plan which undergoes modifications, as circumstances demand, when the study progresses new aspects, new conditions and new relationships come to light and in and insight into the study deepen. There are three basic types of research design. 1. Descriptive Research Design 2. Exploratory Research Design 3. Casual Research Design
b) Secondary Sources
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S. NO. 1) 2) 3) 4)
Data has been collected through the survey method while survey have been conducted in one state.
CHHATTISHGARH All the data are primary in the nature as they had been collected first and personally all the area had segmented according to the population of this area. I have considered 100 as sample size.
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INTERPRETATION In product Quality parameter, 65% of the channel partners of SBPILs ranked excellent, 20% of them ranked good, 13 % of them ranked satisfactory and only 2% of them ranked poor.
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2.
PERCENTAGE 73 15 10 02
INTERPRETATION In Communication Regarding Bidding parameter 73% of the channel partners of SBPILs ranked excellent, 15% of them ranked good, 10 % of them ranked satisfactory and only 2% of them ranked poor.
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3.
How do you rate the delivery performance of the company ? RATING EXCELLENT GOOD SATISFACTORY POOR PERCENTAGE 17 33 40 10
INTERPRETATION In Delivery Performance parameter 17% of the channel partners of SBPILs ranked excellent, 33% of them ranked good, 40 % of them ranked satisfactory and only 10% of them ranked poor.
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4.
How do you rate the company in handling bulk quantities ? RATING EXCELLENT GOOD SATISFACTORY POOR PERCENTAGE 35 47 15 03
INTERPRETATION In Ability in Handling Bulk Quantities parameter 35% of the channel partners of SBPILs ranked excellent, 47% of them ranked good, 15 % of them ranked satisfactory and only 03% of them ranked poor.
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5.
How do you rate the company in response to customer complaints? RATING EXCELLENT GOOD SATISFACTORY POOR PERCENTAGE 75 20 05 00
INTERPRETATION In Ability in Response to Customer Complaints parameter 75% of the channel partners of SBPILs ranked excellent, 20% of them ranked good, 05 % of them ranked satisfactory and non of them ranked poor.
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6.
How do you rate the company for taking corrective action to complaints ?
PERCENTAGE 70 25 05 00
INTERPRETATION In Ability in Corrective Action on Complaints 70% of the channel partners of SBPILs ranked excellent, 25% of them ranked good, 05 % of them ranked satisfactory and non of them ranked poor.
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7.
PERCENTAGE 55 35 10 00
INTERPRETATION In Advertisement & Sales Promotion parameter, 55% of the channel partners of SBPILs ranked excellent, 35% of them ranked good, 10 % of them ranked satisfactory and non of them ranked poor.
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INTERPRETATION In Average grading of above all 7 parameters, 56% of the channel partners of SBPILs ranked excellent, 28% of them ranked good, 14 % of them ranked satisfactory and 2% of them ranked poor.
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1. 65%+20% of the channel partner of Shri BAJRANG POWER AND ISPAT LTD., (SBPILs) are fully satisfied with the quality of the product of SBPILs which interprets that the product of SBPILs are trustable and are being used by most of the users in Chhattisgarh which creates a unique goodwill for the brand.
communication strategy followed by the SBPILs for bidding and communicating the information for the channel partner and thus it makes the Goel as a brand in the market.
3. Only 17%
satisfied with the delivery performance of the products by SBPILs for which special considerations must be taken. This is a considerable scope for increase in the delivery performance so as to get the full satisfaction the channel partner.
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4. 35% of the channel partner feel that SBPILs is capable of handling bulk quantity of product and work which shows the capability and the systematic functioning of SBPILs. There is a scope for improvement in this area.
5. No channel partner is dissatisfied with the response to customer complaints which shows the level of perfection in which SBPILs works and takes care of the Customers.
6. SBPILs always considers the corrective actions to be taken on the complaints from the users of the product of SBPILs , which is being reflected by 0% of dissatisfaction by the channel partner for corrective action complains. 7. 55%+35% of the channel partners feel that SBPILs is doing good job regarding advertisement and sales promotion. But there are some room for improvement.
Considering all the parameters taken in the questionnaire the Average of the responses by the channel partner of SBPILs products shows that:
56% of the channel partner rate it in the excellent category which includes that they are completely satisfied with the performance of the products.
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28% of the channel partner rate it in the category of Good, which interprets as they are also satisfied to a great extent by the products of the SBPILs.
14% of the channel partner rate it satisfactory and thus they feel little bit of improvement in certain consideration points for the products.
Whereas only 2% of the channel partner rate it in the Poor category which interprets that they are not satisfied by the performance of SBPILs products.
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6. RECOMMENDATION
On the basis of above interpretation the suggestions or the recommendations which the organization must follow are as under: 1. Shri BAJRANG POWER AND ISPAT LTD. (SBPILs) must take care of the Product Delivery performances of the organization, since in the survey it has been seen that only 17% of the channel partner are fully satisfied with the delivery performance of the products. Thus, the organization must review their Delivery performance and take corrective actions for the betterment of the process.
2. The organization must also consider the little negative response by the Channel partner for Quality of the product, Communication process for bidding and delivery performance of the products. A channel partner acts as a link between the manufacturer and customer. So any
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form of dissatisfaction of channel partner may create negative impact on the brand image of product.
3. Channel partners are the best agents to advertise the product and ideas. Collaboration with the producer they do undertake shop display, distribution of sales literature, introduction of new product etc. In todays highly competitive market advertisement and sales promotion activities like Dealers, Distributer, builders and contractor meet, Target Scheme, Hoardings, TV add, Sponsorship programs, discount scheme etc., usually influence customer to purchase the particular brand. Regarding this SBPILs activities are good compared to their competitors.
4. During my survey I felt that company should promote /advertise their product with social problems like conservation of water / water harvesting. This will give a massage that company is not only aiming for profit but at the same time is concerned about social problems also.
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7. LIMITATIONS
I have to face some problem while doing my research work. It is not possible to get total result form project work. Some important limitations, which I faced during my research are : SAMPLE SIZE : As the area of users of Shri BAJRANG POWER AND ISPAT LTD., Product is very large, the sample is restricted to one state Chhattisgarh and 100 only.
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RESPONSE ERROR : The response rate of mail survey is low. Hence, the resulting sample will not be representative one. The response given to the researchers were not always accurate since satisfaction is qualitative indicator the respondents regarding their understanding of satisfaction. LIMITATION OF BIASNESS : generally responders are based to the question raised, thus the result of research will have error and the very purpose of research is lost. Therefore took outmost care while dealing with respondent.
8. CONCLUSION
As said by Mahatma Gandhi a customer is the most important visitor on our premises, he is not dependent on us, we are dependent on him. He is not an interruption in our work, he is the purpose of it. He is not an outsider in our business, he is part of it. We are not doing him a favour, he is giving us an opportunity to serve him. Goel Group started their journey with GOEL SARIA with fixed length and fixed weight concept first time in Chhattishgarh market. Then foreseeing the trend, they introduced GOEL TMT bars with Thermex technology in private sector in Chhattishgarh before others thought for it. Recently they introduced GOEL WIRE ROD and HB WIRE.
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During my project work I feel that their quality has been well accepted in the Chhattishgarh market and has succeeded in creating a niche in this highly competitive market. It will not be out of place to mention that the present status of SBPILs products whether GOEL TMT, GOEL WIRE ROD or HB WIRE are the result of deep bondage of company with its Channel Partners (Dealers, Distributors, Builders and Contractors). Ongoing development initiative ensure that SBPILs continues to improve its service and the quality of products it supplies. Strict process control and the rigorous application of their quality assurance standards provide the peace of mind that all products will fulfil our specification, and that is the point whose clearly separate them to their competitors.
Appendix:- Questionnaire
OUESTIONNAIRE
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POWER AND ISPAT LTD., RAIPUR (C.G.) TOWARDS ITS MARKETING BASED ON SERVICE PARAMETRES. I need your help in conducting this study. Kindly provide me your valuable cooperation to fill this questionnaire. Your information will be kept confidential and will be exclusively used for academic purpose.
ASHISH SHARMA Sikkim-Manipal University Of Health Medical and technological sciences Distance education wing Syndicate house, Manipal 576 104. Reg. No. - 520823962
PART II
Following are some questions based on service Parameters offering from the company Shri BAJRANG POWER AND ISPAT LTD., Raipur (C.G.) . You have to mark that the phrase corresponding to each service parameters, which best describe how you feel about the service offered by companies .
1.
[ ] [ ] [ ]
2.
How do you rate the communication of company regarding bidding ? Excellent Good Satisfactory Poor [ ] [ ] [ ] [ ]
3.
How do you rate the delivery performance of the company ? Excellent Good Satisfactory Poor [ ] [ ] [ ] [ ]
4.
How do you rate the company in handling bulk quantities ? Excellent Good [ ] [ ]
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Satisfactory Poor
[ ] [ ]
5.
[ ] [ ] [ ] [ ]
6.
How do you rate the company for taking corrective action to complaints ? Excellent Good Satisfactory Poor [ ] [ ] [ ] [ ]
7.
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[ ] [ ] [ ]
Date : Place :
Signature
10. BIBLIOGRAPHY
Many web sites are used for research study by researcher to collect some more information about topic some books are also refers for the study.
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Books Refer for study: Marketing Management Marketing Research Research Methodology By Keller & Kotler Churchill, Gilbert R. L. Ackoff
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