A Project Report

On
“To Study the Marketing Strategy Followed
Towards
Karan Agro. Tech
At Patiala”

A training report submitted in partial fulfillment of the requirement for

the

Degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by:

ALMANYA CHAWLA

Uni Roll no:7475

BABA FARID COLLEGE,

BATHINDA
 DECLARATION

I hereby declare that the project titled “To Study The Marketing Strategy Followed towards
“Karan Agro. Tech” is an original piece of research work carried out under the guidance of
supervisor the information has been collected from genuine & authentic sources.The work has
been submitted in partial fulfillment of the requirement of BBA (Batch 2016-2019) of BABA
FARID COLLEGE.

Almanya Chawla
 ACKNOWLEDGEMENT

Before we get into thick of things, I would like to add a few words of appreciation for the people
who have been a part of this project right from its inception. In the beginning, I would like to
take the opportunity to express my gratitude to the almighty God, for keeping me in good health
all through this grueling project. I hereby take this opportunity to add a special note of thanks for
my guide who helped me from the very beginning of the project work.
Not to forget my mentor Mr. Sandeep Sehgal for all the assistance and guidance provided all
this while. I am greatly touched by the commitment and dedication he has shown. The project is
dedicated to all those people who helped me doing this project.

Almanya Chawla

BBA 4th Semester

Uni. Roll No. 7475

College UID: 162261113

 EXECUTIVE SUMMARY

Marketing strategy is the fundamental goal of increasing sales and achieving a

sustainable advantage. Marketing strategy includes all basic, short-term, and long-term activities
in the field of marketing that deal with the analysis of the strategic initial situation of a company
and the formulation, evaluation and selection of market-oriented strategies and therefore
contributes to the goals of the company and its marketing objectives.

The main objective of the study is about the market strategies of KARAN AGRO TECH and to
compare the marketing strategies with other competitors.
The study includes questionnaire that consists of structured questions, face-to-face interviews
conducted to collect the responses of the respondents. For study purpose, the sample size for
survey was 50. After collecting the responses, the data is analyzed through various statistical
tools such as pie charts and tables. Findings have made for the study. Based on these findings, I
gave suggestions to the company to improve the performance in future.

Almanya Chawla
 Table of contents

Sr. no. Chapter name Page no.

1. CHAPTER-1 9-19
INTRODUCTION ABOUT TOPIC
2. CHAPTER-2 20
OBJECTIVE OF THE STUDY

3. CHAPTER-3 20
RESEARCH METHODOLOGY

4. CHAPTER-4 21
LIMITATIONS

5. CHAPTER-5 22
FINDINGS OF THE STUDY
6. CHAPTER-6 23
SUGGESTIONS OF THE STUDY
7. CHAPTER-7 24
CONCLUSION
8. BIBLIOGRAPHY
 Chapter-1
Introduction
INTRODUCTION TO THE COMPANY

ABOUT KARAN AGRO TECH

Registered in 2011, Karan Agro Tech has gained immense expertise in supplying & trading of
Agricultural implements like harvester, cultivator & trolley, gear housing etc. The supplier
company is located in Patiala, Punjab and is one of the leading sellers of listed products.They
deal with Agricultural implements like harvester, cultivator & trolley, gear housing in bulk from
company for the best quality products and service.

Agricultural Implements like Harvester - Manufacturer from Patiala

Karan Agro Tech is a quality driven organization offering a wide range of Agricultural
implements like harvester, cultivator & trolley, gear housing. Registered in 2011, the firm
supplies Agricultural implements like harvester, cultivator & trolley within preset time limit.

1.1 Products of Organization

We are known to offer a wide array of agricultural instruments that are a result of scientific
breakthrough and modern technology. The products offered by us are of superior quality and
have no complaints against them. These are made available at highly reasonable prices, the
names of the products are mentioned below-

Self Propelled Combine Harvester.

Tractor Mounted Combine Harvester.

Maize Combine Harvester.

Track Combine Harvester.

Rotavator for Tractor.

Knotter-Straw Bailer.

Harvester Spares.
1.2 Service

1.5.1 Working as a Team

We are a team of highly efficient and experienced professionals who always strive hard to
manufacture the highest quality gears and shafts. All our products meet the international
standards and are produced under eco-friendly conditions. Thus, we also serve our social
responsibilities while fulfilling the corporate ones.
We are backed by a world class infrastructure and systematic production process that enable
us in meeting the various requirements of our clients in a most effective & efficient manner.
Our manufacturing unit has been equipped with all the latest and modern facilities for the
convenience of our employees.
1.5.2 Achievements
Over the years, they have been performing consistently to maintain our high standards of quality
and this has enabled us to create a niche for ourselves in the Agro based products industry. The
highly talented man power and state-of-the-art infrastructure has facilitated us to manufacture
products of international standards and win accolades.
Recognizing our conscious efforts towards quality products & services we have honored with
several prestigious industry awards. Some of three awards are mentioned below:-
State Productivity Award given by the Govt. Of Punjab.
Export Award given by the Department of Industries of Punjab Govt.
National Award honored by the President of India. The company have been highly appreciated
by distinguished organizations and personalities, like Pandit Jawaharlal Nehru, Gyani Zail Singh
and many more. Respectable organizations have come ahead and recognized our good work by
awarding us.
 Introduction About Topic

Definition of Marketing Strategy

 “It is a process that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive
advantages.”
 According to Philip Kotler “Marketing Strategy is the marketing logic by which the
business unit expects to achieve its marketing objectives.”

Meaning:

 Marketing strategy is the fundamental goal of increasing sales and achieving a

sustainable competitive advantage.
 A plan of action designed to promote and sell a product or service.
 Marketing strategies includes all the basic, short-term, and long-term activities in the
field of marketing that deal with the analysis of the strategic initial situation of a
company and the formulation, evaluation and selection of market-oriented strategies and
therefore contribute to the goals of the company and its marketing objectives.
  A marketing strategy is a process or model to allow a company or organization to focus
limited resources on the best opportunities to increase sales and thereby achieve a
sustainable competitive advantage.
 Marketing strategies explain how the marketing function fits in with the overall strategy
for a business.

Three Phases Of Strategic Marketing Process

1. Planning Phase

The planning phase is the most important as it analyzes internal strengths and weaknesses,
external competition, changes in technology, industry culture shifts and provides an overall
picture of the state of the organization. This phase has four key components that will provide a
clear diagram of where your company is and what it is doing.

SWOT Analysis – Defines the strengths, weaknesses, opportunities and threats of the business
and reveal the company’s position in respect to the market. To maximizes strengths and
minimize weaknesses an organization must perform the following:

 Analyze competitors

 Research company’s current and prospective customers

 Assess company

 Identifying trends in the company’s industry

Once this analysis is complete the results should be used as a basis for developing the company’s

marketing plan, which should be measurable and attainable.

Marketing program –

Once the needs of the customers have been determined, and the decisions have been made about
which products will satisfy those needs, a marketing program or mix must be developed. This
marketing program is the how aspect of the planning phase, which focuses on the 4Ps and the
budget needed for each element of the mix.

Set marketing and product goals

Once the customer needs are understood, goals can be set to meet them, thus increasing the
chances of success with new products.

Find points of difference: like your company’s unique selling point, each product should also
have a certain set of traits or characteristics that makes it superior to the competitive substitute.
For example, your product could be longer lasting, more accessible, more reliable or very user-
friendly so the buyers will choose it over the competition each time.

Position the product:

Market so that in people’s minds your product is the “go to” for their problem. Through
emotional and mental marketing customers will associate your brand with their solution and
eliminate choice. For example, many mothers use “Pampers,” when referring to diapers, as this
brand has been positioned as the go to in baby diapering needs. Select target markets: based on
the research and their commonalities, that way needs and goals are both met.

Market-Product focus and Goal Setting – Once the questions of where the company stands
and what it wants to achieve are answered, the next step in the planning process is determining
where the resources will be allocated, and how to turn plans into focused action. To do this,
customers should be divided into segments to determine what specific marketing technique will
reach each targeted group and what each group needs. Next measurable goals should be set to get
the needed products to the various groups, thus fulfilling the marketing objectives. For example,
if customers are divided into groups of common needs it’s easier to market them and provide
what they have proven to need at the time. And as well, if customers are grouped by their
common response to marketing, then the cooperation will know the right decisions to make to
reach that specific market segment.

Price strategy: focuses on the list price, price allowances (reductions), discounts, payment
periods, and credit contracts.
Place (Distribution) Strategy: the final ‘P’ in the marketing mix should focus on distribution
channels, outlets and transportation to get the product to the customer when they need it.

Promotion Strategy: this element of the program should focus on direct marketing, advertising,
public relations and sales promotions that create brand awareness.

Product Strategy: this element focuses on the features, packaging, branding and warranty of the
product.

2. Implementation Phase

The implementation phase is the action portion of the process. If the firm cannot carry out the
plan that was determined in the early stages, then the hours spent planning were wasted.
However, if the planning was adequately and competently structured, then the program can be
put into effect through a sales forecast and a budget, using the following four components.

1. Obtaining Resources – sums of cash to develop and market new products.

2. Designing marketing organization – there should be put in place a marketing hierarchy

to properly see the plans to fruition.

3. Developing planning schedules – time needs to be allocated to specific tasks so they can
be accomplished.

4. Executing the marketing plan – effectively executing the marketing plan will take
attention to detail, and focus on the strategy and tactics defined in your marketing plan.

3. Evaluation or Control Phase

The evaluation phase is the checking phase. This process involves ensuring that the results of the
program are in line with the goals set. The marketing team, especially the manager will need to
observe any deviations in the plan and quickly correct negative deviations to get back on course;
for example fluctuations of the dollar creates a lesser need for the product than in the past, then
the production of said product should be repurposed for a new more desired item. And they
should exploit the positive divergences as well, for example if sales are better than predicted for
certain products then there could be more resources allocated to greater production or
distribution of the same item.

A few ways to evaluate the effectiveness of your marketing strategy include paying attention to:

 Strategy versus tactic – strategy defines goals and tactic defines actions to achieve goals.

 Measurable versus vague – have milestones that define when you’ve achieved your goals.

 Actionable versus Contingent – According to Inc.com: “A strategic goal should be

achievable through the tactics that support it, rather than dependent upon uncontrollable
outside forces.”

Marketing strategy should be backed by a business plan with tactical moves to accomplish goals,
or it is useless.

Guidelines For Effective Strategic Marketing Process

A well thought out plan for offering value and solutions to your target market allows the
company to discover the needs of the targeted customers and fulfill those needs in a cost
effective and timely fashion. This in turn allows for the marketing team to be able to measure a
company’s value based on your ideal customer’s response to your product and strategy. Some
guidelines to ensure this strategy is effective are:

1. Set measurable, achievable goals by ensuring they are clear, structured and measurable it
will be easier to accomplish your purpose.

2. Base plans on facts and validated assumptions through market research.

3. Use simple, clear and precise plans to detail what benefits you will offer your clients and
how. Customers are driven by needs and desires so a clear plan will target those to gain
customer loyalty.

4. Have a feasible plan by using research to decide the best way to connect with and engage
your ideal customers and then implement a plan your company can afford and carry to
fulfillment to do so.
 5. Ensure control and flexibility by customizing your business plans and goals to match the
needs of the customers, as they determine the success or failure of your company.

Problems to expect in the strategic marketing process

While creating the perfect marketing plan for your company, there are certain issues that could
arise to deter the process. Here are a few possible issues to be prepared to face:

Organizational Issues such as Poor Assumptions: – assuming customer needs without validation,
lack of skilled workforce to implement the plans once they are arrived at, loss of sight of
customer needs during the planning phase and changing demographic of consumers.

Issues in the Marketing Department such as: inflexibility, performance assessment problems,
coordination problems, poor information management and human relations issues.

General problems such as: trouble obtaining marketing feedback, issues related to cost of
marketing and problems integrating collected information into plans.

P.E.S.T. Trends to consider when implementing marketing strategies

According to Business news daily, while industry related factors could affect a company’s
performance, outside factors can also play a major role in the outcome of a business’s plans. To
determine the role of the external factors, it is recommended that companies perform a PEST
analysis. Below is a break-down of what the four factors analyze.

Political – this analyzes how legal issues and government regulations affect profit and consumer
behavior. The major considerations of the political aspect are tax guidelines, political stability,
trade regulations and embargos, employment laws and safety regulations. An example of this
analysis and how it works is looking at the effects of political instability in a foreign market and
how it affects your company’s plans.

Economic – this factor looks at the outside economic issues that affect a firm’s success.
Companies should pay attention to economic growth, inflation rates, exchange, interest rates and
local business cycles. Changes in interest rate could improve or decrease the company’s bottom
line.

Social – demographic and cultural aspects affect whether a company can compete in the market
or not. The social factor helps businesses to examine why customers purchase and what exactly
their needs are. Issues to consider include lifestyle changes, health consciousness, environmental
responsibility awareness, and attitudes toward work, education levels, population growth rates
and country demographics. A certain shift in educational requirements may result in career
changes that could reflect in changing needs of the customers.

Technical – this aspect considers how technology impacts product placement and marketing.
Technology can bring advantages and challenges that will increase or decrease production level.
Specific areas to consider are new technological advancements, the use of technology in
marketing, the role of the Internet and the impact of the information technology changes. The
introduction of the Internet has created an expectation of instant gratification in today’s
consumer; so social media marketing has to be considered an option.

Strategic Marketing Process Simplified

According to Center for Simplified Strategic Planning, “Any strategic planning process involves
digesting information and some fairly difficult analysis. Good strategic planning should be
simplified, not simplistic.” And it should also answer the questions: what are we selling, to
whom and how do we beat the competition? The first two questions will determine the focus of
your overall business while the third will help you specify your strategies to market. The
following five steps are essential to accomplishing a simple, effective strategic plan.

1. Identify objectives and determine mission

2. Do business environmental scan-including trends and competition

3. Devise strategy including SWOT, budget, marketing, price and distribution

4. Implement strategy-put your plan into action

5. Evaluate and modify- measure how close or far you are from objectives, track what
works and change what doesn’t.
Developing the marketing strategies

Before we begin, ask yourself these 3 questions:

1. Where are we now?

First, assess your brand’s current situation. What is its relevance and competitive strength? Have
sales stagnated? Are profit margins declining? What lessons have been learned over the past
year? Are there changes going on in the category? What does the competitive landscape look
like?

2. Where do we want to go?

Identify the road ahead. Are there twists and turns that are difficult to anticipate? It may be time
to course-correct and review the brand’s marketing objectives and strategies for both

the short and long-term.

3. How are we going to get there?

Now it’s time to develop a detailed strategic plan that includes the brand’s positioning and how
each element of the Marketing Mix will work together to support that positioning

These are the steps you should follow to create and execute a winning marketing strategy.

1. Understand Your Customer Develop a clear picture of your target customer using market
research and analysis. Understand their pain points and the benefits of your solution.

2. Analyze the Market Some basic market research should allow you to find market data
such as total available market, market growth (historical numbers and projections),
market trends, etc.

3. Analyze the Competition Ask yourself what other choices your target customers have to
solve their pain point. Research and assess the strengths and weaknesses of each. Take a
look at this article for more info on competitive marketing strategy.
 4. Research Distribution Channels What is the best way to deliver your product or service to
your target customers? This will impact your sales strategy and your financials, as well as
your marketing mix.

5. Define Your Marketing Mix Check out this article about defining your marketing mix:
Product, Price, Place and Promotion.

6. Analyze the Financials Put together your marketing budget and evaluate projected
marketing ROI, customer acquisition costs, etc.

7. Review and Revise Continuously evaluate the effectiveness of your marketing strategy,
and revise or extend as needed.

Four Generic Worldwide Strategies

Competitive Advantage

A competitive advantage is one gained over competitors by offering consumers better value. You
increase value by lowering prices or increasing benefits and services to justify the higher price.
Differentiation and cost leadership strategies search for competitive advantage on a broad scale,
while focus strategies work in a narrow market. Sometimes, businesses look for a combination
strategy to please customers looking for multiple factors such as quality, style, convenience and
price.
Cost Leadership Strategy

To practice cost leadership, organizations compete for the largest number of customers through
price. Cost leadership works well when the goods or services are standardized. That way, the
company can sell generic acceptable goods at the lowest prices. They can minimize costs to the
company in order to minimize costs to the customer without decreasing profits. A company
either sells its goods at average industry prices to earn higher profits than its competitors or it
sells at below-industry prices, trying to profit by gaining the market share. Wal-Mart is an
example of a company with a cost leadership strategy.

Differentiation Strategy

Differentiation strategy calls for a company to provide a product or service with distinctive
qualities valued by customers. You draw customers because you set yourself apart from the
competition. To succeed at this strategy, your business should have access to leading scientific
research (or perform this research); a highly skilled and creative product development team; a
strong sales and marketing team; and a corporate reputation for quality and innovation. Apple,
for example, uses differentiation strategy.

Focus Strategy

Focus strategy is just what it sounds like: concentrate on a particular customer, product line,
geographical area, market niche, etc. The idea is to serve a limited group of customers better than
your competitors who serve a broader range of customers. A focus strategy works well for small
but aggressive businesses. Specifically, companies that do not have the ability or resources to
engage in a nationwide marketing effort will benefit from a focus strategy. Focus can be based
on cost or differentiation strategy. It involves focusing the cost leadership or differentiation on a
small scale. The idea is to make your company stand out within a specific market sector.

Integrated Cost Leadership-Differentiation Strategy

Companies that integrate strategies rather than relying on a single generic strategy are able to
adapt quickly and learn new technologies. The products produced under the integrated cost
leadership-differentiation strategy are less distinctive than differentiators and costs are not as low
as the cost-leader, but they combine the advantages of both approaches. A somewhat distinctive
product that is mid-range-priced can be a bigger draw to customers than a cheap generic product
or an expensive special offer.
 Chapter -2

OBJECTIVES , NEED

&

SCOPE OF THE STUDY

 Objectives of the Project
 To study the market strategies of Karan Agro. Tech.
 To compare the marketing strategies Karan Agro. Tech of with other competitor.

Scope of the Project

 The scope of my Project is limited to Patiala.

Need of the study

The project is the requirement of the degree Bachelor of Business Administration during
the period of 6th month.
 Chapter -3

Research Methodology
 Research Methodology

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem. It deals with the
objective of a research study, the method of defining the research problem, the type of
hypothesis formulated, the type of data collected, method used for data collection and analyzing
the data

RESEARCH DESIGN:

A research design is an arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research. A research design is a basis of
framework which provides guidelines for the rest of research process. It is the map of blueprint
according to which the research will be conducted. The research design used for this study is
“DESCRIPTIVE DESIGN”. This design includes surveys and facts finding enquiries of
different kinds.

Sorces of Data :

 Primary Data
 Secondary Data

Primary Data was collected by:

 Questionnaire
 Formal and informal talk

Secondary Data was collected from:

 Websites
 Newspapers

Sampling Design:
o Sample Size: 50
o Sample Area: The sampling area for my project report is KARAN AGRO, Patiala.
o Sampling Method: Employee would be select randomly.
Chapter-4

Limitations
Limitation of research:

1. The research is confined to a company and does not necessarily shows a pattern
applicable to all of Country.

2. A descriptive research was undertaken for the purpose of project. However, descriptive
research has its own limitations regarding the selection of sample size of sample unit.

3. Some respondents were reluctant to divulge personal information which can affect the
validity of all responses.

4. The study curtails comparison as it was done only in one city i.e. Patiala. Therefore, the
research does not give generalized conclusion.
 Chapter-5

Findings of the Study

Findings of the Study

I started my survey with some sincere efforts was quite successful to obtain information from
respondent regarding different aspect of product. The conclusions of this report are as follows:.

 The findings of this survey shows that company do hace a well planned marketing
strategies or policies and the bases of the formulating of this policy is market database.

 Technology & raw material accessibility are the strong areas for the company but
company is lacking in the infrastructure quality.

 Concentrated marketing strategy is a most prominent method or tool for formulating the
company’s strategy as around 80% executives gave their consent over it.

 Company find itself weak in expanding itself to the global market as it only want to
concentrate in its existing areas.

 Practices followed by executives for formulating the strategies are via assessing both
external as well as internal environment.

 Company is also focusing on product diversification to make its products more customer
oriented.
 Chapter-6
Suggestions Of the study
Suggestion of the Study

 Company should also think to opt differentiated strategy to grab the market opportunities
and also expanding its existing market share.

 Company should also overcome its weakness of tapping the global opportunities and
make it self more compatible to take step into the global market.

 Company is opting for product differentiation but the same should be happen after getting
the feedback from the existing customers so that their requirements can be fulfilled by the
diverse products.

 For formulating strategy only market database should not be the basis but the whole
market research and trends need to be studied to obtain the desired results of strategies.

 It was observed that company is not having the quality infrastructure so company should
work on it process layouts so that infrastructure can be used in efficient manner.
 Chapter-7
Data Analysis &
Interpretation
Analysis of Questionnaire

Questions
There are 12 questions in my Questionnaire

Q.1 Since how long you have been working with Karan Agro Tech?
a) 1-2 year
b) 3-4 Years
c) 5-6 years
d) More than 7 years

Selected option No. of respondents Percentage

1-2 years 15 30%

3-4 years 22 44%

5-6 years 8 16%

More than 7 year 5 10%

Total 50 100%

No.of respondents

10% 1-2 years

30%
16%
3-4 year
5-6 year

44% more than 7 years

Interpretation:

According to these data it can be clearly defined mostly employees are joined in 3-4 year.

Q.2 Are you aware about the marketing strategies of Karan Agro. Tech?

a) Yes

b) No
Particulars No.of respondents Percentage
Yes 44 88%
No 6 12%
Total 50 100%

No.of respondents

12%

Yes
No

88%

Interpretation:

This result shows that almost 88% of the respondent says that they are aware about the marketing

strategy of the company

Q.3 How does the company estimate its market potential?

a) By periodic sales forecasts

b) By relying on past sales
 c) By maintaining market databases
d) All of above

Particulars No. of respondents Percentage

By Periodic sales forecast 9 18%
By relaying on past sales 12 24%
By market database 13 26%
All of above 16 32%
Total 50 100%

No. of respondents
18%
32% By Periodic sales forecast
24% By relaying on past sales

26% By market database

All of above

Interpretation:

From this pie chart it is clear that 26% of the respondent says that company estimate its market

potential by market data base and 32% says all of the above.

Q.4 In which following areas you feel your company enjoys competitive strength?

a) Workforce
b) Quality infrastructure
c) Raw material accessibility
d) Technology
Particular No. of respondents Percentage
Workforce 11 22%
Quality infrastructure 5 10%
Raw material accessibility 16 32%
Technology 18 36%
Total 50 100%

No. of respondents
40 36
35 32
30
25 22 Labour
20 Quality infrastructure
15 Raw material accessibility
10
10 Technology
5
0
Labour Quality Raw material Technology
infrastructure accessibility

Interpretation:

Now this result shows that most executives feels that company enjoys competitive strength in the

area of technology and raw material accessibility but infrastructure quality need to be improved

in order to gain competitive strength in this area.

Q.5 What type of media is used by Karan Agro. Tech for promotion of their services?

a) Mass media
b) Print media
c) Outdoor media
d) Digital Media
e) All of Above
Particular No.of respondents Percentage

Mass media 12 24%

Print media 5 10%

Outdoor media 20 40%

Digital Media 5 10%

All of above 8 16%

Total 50 100%

No.of respondents
25

20

15

10

0
a) Mass media b) Print media c) Outdoor media d) Digital Media e) All of above

Interpretation:

This result shows that company used outdoor media the most and it should be focused on

globally as other competitor.

Q.6 what is the target areas of market strategies used by the company?
a) Rural

b) Urban

c) Semi-urban

d) All of the above

Attribute No. of respondents Percentage

Rural 08 16%
Urban 18 36%
Semi-urban 04 8%
All of above 20 40%

40%
40% 36%
35%
30%
25%
20% 16%
15%
8%
10%
5%
0%
Rural urban Semi-urban All of above
Interpretation:
The above graph shows that 16% of the organization target rural area for their market strategy
and 36% of the organization target urban area for their marketing strategy, 8% of the
organization target semi-urban and 40% of the organization target all the area for the market
strategies.

Q.7 Market strategies used by the Karan Agro Tech in urban areas are different from the rural
areas?

a) Agree
b) Disagree
c) Strongly Agree
d) Strongly Disagree

Attribute No. of respondents Percentage

Strongly agree 2 4%
Agree 18 36%
Nuetral 20 40%
Disagree 10 20%
Strongly Disagree 00 0%
 40%
40%
36%
35%
30%
25%
20% 20%
15%
10%
4%
5%
0%
Strongly 0%
Agree
agree Nuetral
Disagree
strongly
disagree

Interpretation: In this graph it is shown that 40% of the respondents give neutral response
whereas 36% are agree with it and 20% of the respondents are disagree with it. Whereas 4% of
the respondent are strongly agree with it.

Q.8 how would you rate the Promotional strategies of Karan Agro Tech?

a) Excellent
b) Good
c) Average
d) Poor

Particular No. of respondent Percentage

Excellent 8 16%
Good 21 42%
Average 19 38%
Poor 2 4%
 No.of respondent

Excellent
Good
Average
Poor

Interpretation:

From this pie chart, it is observed that most of the respondent rate the promotional strategy of the
company is good.

Q.9 Does the market strategies of your industry support the company’s promotion cost and

provide adequete rate of return?

a) Yes

b) No

Particulars No.of respondents Percentage

Yes 40 90%
No 10 10%
Total 50 100%
 No.of respondents
100
90
80
60
40
20
10
0
Yes No

Interpretation:

According to these data industry 90% support the company’s promotion cost .

Q.10 Which of the following marketing strategies you would like to prefer the most?

a) Public Relation

b) Digital Marketing

c) Personal Selling

d) Advertisement

Particulars No.of respondents Percentage

Public Relation 26 52%

Digital Marketing 5 10%
Personal Selling 11 22%
Advertisement 8 16%
 No.of respondents

16%
Public Relation
Digital Marketing
22% 52% Personal selling
Advertisement

10%

Interpretation:

From this pie chart that it is conclude that 52% of the respondent prefer public relation whereas
22% of the respondent prefer personal selling and 10% of the respondend prefer digital media.

Q.11 The market strategies of Karan Agro. Tech is focused on

a) Defending existing market share

b) Expanding market share
c) Creating niches
d) All of the above

Particulars No.of respondents Percentage

Defending existing market 28 56%
shares

Expanding market shares 5 10%

Creating niches 12 24%
All of the above 5 10%
Total 50 100%
 No.of respondents
Defending existing market
10 shares
24 Expanding market shares
56
10 Creating niches

all of the above

Interpretation:

This result was obtained as it was already found that company do not want to be global or want
to implement differentiated strategy as it want to defending its existing shares and creating
niches for its products without expanding towards new areas.

Q.11 Are you satisfied with the current Market strategies used by the Karan Ago Tech?
a) Satisfied
b) Dissatisfied
c) Nuetral
d) Stronly Satisfied
e) Strongly Disatisfied

Particulars No.of respondents Percentage

Satisfied 14 28%

Disatisfied 8 16%

Nuetral 6 12%

Strongly Satisfied 10 20%

Strongly Dissatisfied 12 24%

 No.of respondents
15
10
5 No.of respondents
0
Satisfied Dissatisfied Nuetral Strongly Strongly
Satisfied Dissatisfied

Interpretation:

According to the diagram the most of the employees are satisfied with the current marketing
strategies of the company.
Chapter-8

Findings

of the Study
Findings of the Study

I started my survey with some sincere efforts was quite successful to obtain information from
respondent regarding different aspect of product. The conclusions of this report are as follows:.

 The findings of this survey shows that company do hace a well planned marketing
strategies or policies and the bases of the formulating of this policy is market database.

 Technology & raw material accessibility are the strong areas for the company but
company is lacking in the infrastructure quality.

 Concentrated marketing strategy is a most prominent method or tool for formulating the
company’s strategy as around 80% executives gave their consent over it.

 Company find itself weak in expanding itself to the global market as it only want to
concentrate in its existing areas.

 Practices followed by executives for formulating the strategies are via assessing both
external as well as internal environment.

 Company is also focusing on product diversification to make its products more customer
oriented.
 Chapter-9
Suggestions Of the study
Suggestion of the Study

 Company should also think to opt differentiated strategy to grab the market opportunities
and also expanding its existing market share.

 Company should also overcome its weakness of tapping the global opportunities and
make itself more compatible to take step into the global market.

 Company is opting for product differentiation but the same should be happen after getting
the feedback from the existing customers so that their requirements can be fulfilled by the
diverse products.

 For formulating strategy only market database should not be the basis but the whole
market research and trends need to be studied to obtain the desired results of strategies.

 It was observed that company is not having the quality infrastructure so company should
work on it process layouts so that infrastructure can be used in efficient manner.
Chapter-10
Conclusion
 Conclusion of the Study

The project was carried out to study the Marketing strategies towards at Karan Agro Tech in
Patiala, Punjab.
Marketing strategy is very important as it not only helps to boost sales but it also helps a
business to draw new customers while at the same time retaining older ones. It can be done
through by doing promotion such as advertising campaign, public relation activities, a free
sampling campaign, a free gift campaign, through demonstrations and exhibitions and many
more strategies is used under market strategies. It is wider concept in marketing area. A
marketing strategy helps the company to create products and services with the best chances for
making a profit, using this information, company can determine the benefit customers and
clients want, what they’re willing to pay and how company can differentiate its product or
service from the competition.

The total sample size was taken 50 employees. Employees were selected randomly the data is col

lected through questionnaire and from the internet also. The research says that most of the emplo

yees are working with Karan Agro Tech for more than 3-4 years. The research says that most of

employees were satisfied with the Marketing strategy used by the company..
BIBLIOGRAPHY
Questionnaire:

Marketing Strategy

Dear Sir/Madam

I Almanya Chawla, Student of Baba Farid College would like your kind attention for a few
minutes to answer this questionnaire. This is part of a survey as a partial fulfillment of BBA
course. Therefore, I kindly request you to fill the following questionnaire. The information
provided by you will be used for academic purpose only.

Part (A)
Name:__________________________
Phone:__________________________
Age:____________________________
Address:__________________________

Q.1 since how long you have been working with Karan Agro Tech?
a) 1-2 years
b) 3-5 years
c) 6-7 year
d) More than 7 years

Q.2 Are you aware about the marketing strategies of Karan Agro Tech.?
a) Yes

b) No

Q.3 How does the company estimate its market potential?

a) By periodic sales forecasts

b) By relying on past sales

c) By maintaining market databases

 d) All of the above

Q.4 In which following areas you feel your company enjoys competitive strength?

a) Workforce

b) Quality infrastructure

c) Raw material accessibility

d) Technology

Q.5 what type of Media is used by Karan Agro Tech for promotion of their products and

services?

a) Mass media

b) Print media

c) Outdoor media

d) Digital media

e) All of the above

Q.6 What is the target areas of market strategies used by the company?

e) Rural

f) Urban

g) Semi-urban

h) All of the above

Q.7 Market strategies used by the Karan Agro Tech in urban areas are different from the rural
areas?
a) Agree
b) Disagree
c) Strongly Agree
 d) Strongly Disagree

Q.8 How would you rate the Promotional strategies of Karan Agro Tech ?
a) Excellent
b) Good
c) Average
d) Poor

Q.9 does the market strategies of your industry support the company’s promotion cost and
provide adequate rate of return?
a) Yes
b) No
Q.10 which of the following marketing strategies you would like to prefer the most?
a) Public relation
b) Digital marketing
c) Personal selling
d) Advertisement

Q.11 The market strategies of Karan Agro Tech focuses on

a) Defending existing market share
b) Expanding market share
c) Creating niches
d) All of the above

Q.12 Are you satisfied with the current Market strategies used by the Karan Ago Tech?
a) Satisfied
b) Dissatisfied
c) Nuetral
d) Strongly Satisfied
e) Strongly dissatisfied

Thank you for investing your valuable time in giving us your inputs.
_______________________________________________________

Please give us the following details

Name :

Phone / Mobile Number :

BIBLIOGRAPHY
Books:

 “Philip Kotler” Marketing Management [PRENTICE HALL OF INDIA

PVT,LTD NEW DELHI-110001,2003.] 11th EDITION

Websites:
 www.mohanindustries.com

 www.wikipedia.com
 https://www.google.com/search?source=hp&ei=ou6oXPToM5WoyAPirKawDQ&q=kara
n+agro+patiala&oq=karan+&gs_l=psy-
ab.1.0.35i39l2j0l3j0i131j0l2j0i131j0.1248.2901..4321...0.0..0.655.1840.0j4j2j5-
1......0....1..gws-wiz.....0.v63x7nZ_fPA
 https://en.wikipedia.org/wiki/Marketing_strategy
 https://www.google.com/search?ei=hXtUW5TlDNq99QO45ZbIAw&q=mission+of+mar
uti+suzuki+india+ltd&oq=mission+of+maruti+suz&gs_l=psy-
ab.1.1.0l2j0i22i30k1l8.2402.12059.0.16438.55.29.0.0.0.0.484.3400.0j1j3j3j3.11.0....0...1.
1.64.psy-ab..46.9.3415.6..0i67k1j35i39k1j0i131i67k1.468.i9dobtyzgzc