Академический Документы
Профессиональный Документы
Культура Документы
DECLARATION
I, undersign, Mr. Dharmesh Mehta, a student of T.Y.B.B.A. studying in R.P. Bhalodia College of commerce, management and computer, Rajkot, really feel as my great pleasure to declare the marketing information on comparative analysis of QUICK BIKE. This research report is prepared by Mr. Dharmesh Mehta with the guidance of Mr. Kuldeep Jobanputra and has not been submitted to any university for any examination.
ACKNOWLEDGEMENT
The preparation of this report is my own work but I have taken help from many people. I am thankful to all those person who helped me to carry out this work. I would like to thank SAURASHTRA UNIVERSITY & than express my gratitude to the director of the QUICK BIKE Special thanks to Mr. Bharat Ardeshna for offering their precious time. The present report on QUICK BIKE could not been possible without cooperation, response, & guidance of a member of managerial authorities, executive officers, teachers and my friends. I could not have complete this report without the guidance of my professors especially Mr. Kuldeep Jobanputra. At this stage, I would like to remember all my enthusiastic classmates and friends who give their love and support to me always, especially Mayank, Ravi, Hitesh, and Hiren.
Dharmesh Mehta
PREFACE
Practical study plays a vital role in the field of education. It has been introduce for the student to get practical knowledge along with the theoretical knowledge. How management principles are implemented in business can only be know through practical study, through visit. Student can be very well become aware about industrial environment like problem and opportunities. According to the above reviews, our Saurashtra University has included practical training of any industry & viva of it as 8 th paper. I have preferred Quick Bike, Rajkot for the same. I had prepared Marketing Research Reports on Comparative Analysis of Quick Bike. It was really a nice experience for me to do research work on Battery Operated Bike.
Index
Sr. No. 1. 2. 3. Particulars History of automotive sector in India Why do we need electronic bikes? General Information (1) History & Development (2) Project at a Glance (3) Size & form of the unit (4) Product of Company (5) Future Plan 4. Marketing Department (1) Introduction (2) Market Segmentation (3) Pricing Policy (4) Organization Chart (5) Promotional Activities 5. Research & Methodology (1) Statement Objective (2) Market Segment (3) Research Methodology (4) Research Procedure (5) Objective of Study (6) Definition (7) Sampling Procedure (8) Source of Data (9) Scope of Study (10) Questionnaire Design Page no. 7 8 9-14 11 12 13 14 14 15-21 17 18 19 20 21 22-38 21 24 25 26-29 30 31 32 33 35 37 38
Analysis Questionnaire Analysis with Findings SWOT Analysis Suggestion Conclusion Bibliography
General Informati on
CONTENT
Sr. No.
Topic
Page no.
1 2 3 4 5
History & Development Project at Glance Size & Form of The Unit Product of The Company Future Plan
11 12 13 14 14
10
11
PROJECT AT A GLANCE
NAME ADDRESS ::Shyam Motors Kothariya Main Road, Opp. New Shubhash Nagar, RAJKOT-360 002. PHONE. NO. FAX E-MAIL ID PIONEERS OF THE UNIT ::::0281-2366111 0218-2368844 shyammotor@rediffmail.co (1) Bhupatbhai Mehta (2) Maganbhai sardhara (3) Bharatbhai Aradeshna 2007 Production as well as Marketing 1st April to 31st March 8 a.m. to 8 p.m. Sunday 45 A Nature Friendly Concept
YEAR OF ESTABLISHENT LINE OF ACTIVITIES ACCOUNTING YEAR WORKING HOUR WEEKLY OFF TOTAL EMPLOYEES SLOGAN
:::::::-
12
Large-Scale Unit
The unit whose investment in fixed assets & current assets is more than 50 corers is known as large-scale unit.
FORM OF ORGANIZATION
Sole proprietor ship Partnership firm Private limited company Public limited company Joint stock company So far as this company is concerned as Partnership firm .
13
PRODUCT OF A COMPANY
Mainly under the production unit of shyam motors, Divya traders produced two type of models of battery operated bike. (1) (2) Quick Run Quick way
FUTURE PLAN
Companys future plan is to develop transgenic varieties by way of producing full components of bike in India only. Right now the production is taking place out side India for that reason only cost of bike is increasing. The development of the machinery for production unit is on working. So company has great desired goals to be achieved.
14
Marketing Departme nt
15 A Nature Friendly Concept
Sr. No.
1 2 3 4 5 Introduction
Topic
Page no. 17 18 19 20 21
CONTENT
16
INTRODUCTION OF MARKETING
Marketing is a comprehensive term and it induces all resource and set of activities necessary to direct and facilitate the flow of foods and services from producer to consumer by the process of distribution. Present day market is having full of competition marketing of goods effectively or maintain old customers and create new customer is the chief and very important function of the marketing department. Marketing consists of these efforts transfer in ownership of goods and care their physicals distribute for made available to consumers from their point of origin. According to American Marketing Association (A.M.A.), Marketing is the process of planning and executing the conception pricing, promotion and distribution of ideas, goods and services to create exchange that satisfy individual as well as organization objective.
17
(1) City or metro (2) Demographic age (3) Family life cycle (4) Gender (5) Income group (6) Occupation
: : : : : :
City 10 year and above young female>male 1,20,000 to 1,50,000. students, housewife, Businessmen, professor, Newspaper vendor etc.
(7) Social class (8) Life style (9) Personality (10) Behavioral Occasion (11) Benefits (12) User status (13) Redlines stage
: : : : : : :
lower- middle, middle-middle. traditional as well as modern Simple regular maintenance free, speed No noise & air pollution. regular user not aware but interested
18
Pricing Policies
Price is only element in marketing mix that creates sales mix that creates sales revenue, the other elements are costs. Price is the powerful marketing instrument. As a marketing weapon, pricing is the big run. Pricing a product is one of the most important and critical areas in marketing management. A price policy is the standing answer of the firm to recurring problem of pricing. We have to consider two factors, which almost effect to the cost of production. That factor effect to the price directly or indirectly.
INTERNAL FACTOR: -
This factor mostly effect to the price of production. In that marketing, objectives like profit, marketing mix, strategy, cost, organization consideration etc. are included.
EXTERNAL FACTOR: -
These are the factors, which effects to the price from outside of the organization. It includes nature of market, demand, competition, government policy, cost etc. This company following penetration pricing policy i.e. the company has adopted a low price. The company has adopted penetration pricing because of the following reasons.
19
Organization Chart
Branch Manager
Marketing Manager
Sales Manager
Sales Executive
20
Promotional Activities
At the time of launching Quick Bike in Rajkot, the following promotional activities were carried out, from which some are also continuing.
Hording Newspaper ad Tie up (Event, sanj samachar, akila) Road show Umbrella Ti-short etc.
Also providing information through mail & literature through field workers of the company.
21
Research Study
22
Sr. No.
1 2 3 4 5 6 7 8 9 10 11
Topic
Statement of Objective Hypothesis Market Segmentation Research Methodology Research Procedure Objective of Study Definition of Population Sampling Procedure Sources of Data Scope of The Study Questionnaire
Page no.
24 24 25 26-29 30 31 32 33 35 37 38
CONTENT
23
STATEMENT OBJECTIVE
My statement objective is that, to know the comparative analysis of Rajkot districts bike user regarding the quality aspects. Therefore, I find out the reason from the bike user, that why they are not use Quick Bike and what types of problems are affected in non awareness about the battery operated bikes The research on the topic called comparative analysis of Quick Bike at Shyam Motors. Is done by using random sample & under the head of simple random sampling.
Hypothesis
24
MARKET SEGMENTATION
Market is divided in to various segments related to different environments like demographic, geographical, psychological, etc. My market segmentation is a psychological segmentation. My area is only Rajkot city. Samples of my research are peoples of following blocks:
Education with awareness Age structure Mentality Personality Life style User status
Those above all componential factors are sample of my research topic comparative analysis of Quick Bike at Shyam Motors.
25
RESEARCH METHODOLOGY
RESEARCH: It is the process of gathering, recording and analyzing of critical and relevant facts about any problem in any branch of human activity. It is scientific investigation of a problem.
MARKET RESEARCH: It is systematic and intelligent investigation of the Who, What, Where, When, Why and How of actual and potential buyer.
MARKETING RESEARCH: -
Marketing research is the systematic process of Collecting, Tabulating and Storing all the information relates to marketing process.
26
METHODOLOGY
1) SAMPLING UNIT:The target population was divided in to two segments i.e. bike user and dealers. Things like needs, its fulfillment and suggestions of all segments were collected for making this research success.
A)
SAMPLE SIZE
How many people should be surveyed? About 75 from different segment i.e. bike user and dealers were taken as a sample size. As we know that large sample gives more reliable data, but here because the population was divided in two segments such thing was made possible. B)
SAMPLING PROCEDURE
How should the respondents be chosen? During my training days, we have divided the total time of training as per the requirement. It means in any concern segment. It population is high the more time was research for it.
27
C)
PROBALITIY SAMPLE
SIMPLE RANDOM SAMPLE
The population is divided into mutually exclusive group. (Such as age groups), and random sample are drawn form group.
The Population is divided into mutually exclusive group. (Such as city blocks), and the researches are draws a sample of the groups to interview.
28
D)
NON-PROBABILITY SAMPLE
CONVENIENCE SAMPLE
JUDGEMENT SAMPLE
The researchers select population members who are good prospects for accurate information.
QUOTA SAMPLE
The researcher finds and interviews a prescribed numbers of each of several categories. The research on the topic called Comparative Analysis of Quick Bike in Rajkot is done by using random sample & under the head of simple random sampling.
29
RESEARCH PROCEDURE
30
OBJECTIVE OF STUDY
When any students are preparing the project report so its behind the particular reason. When any students are studying in graduate level or postgraduate level, so its main objective is getting knowledge in theoretical and practical particular in BBA & MBA. Project report is very useful for getting practical knowledge. The company gives practical knowledge. Theoretical knowledge is not necessary and also everywhere practical knowledge is not necessary, but according to me practical knowledge is giving knowledge of present time and future time; this is more useful for making good career.
MY MAIN OBJECTIVES ARE AS FOLLOWS::1) 2) To know the peoples viewpoint about company. To know, which factors are taken into consideration while purchasing of Battery Bikes 3) 4) 5) 6) To know the requirements of today generation To know the progress of the company To know the capability & speed of the bikes To know about the opinions of the people about the companys after sales service
31
DEFINITION
POPULATION
The term Population is applies to any finite or infinite collection of individuals. It is also known as the universe.
SAMPLE
It is a part of population or a subject from a set of units, which is provided by some processes or others, usually by selection with the objective of investigation the characteristics of properties of the parent population.
SAMPLING UNIT
Any individual unit which is aggregate or regarding for the purpose of deciding sample is known as sampling units Subject of population as sampling units.
32
SAMPLING PROCEDURE
An integral component of the research design is the sampling plan. Specifically, it addresses three questions: 1) Whom to survey? [The sampling unit] 2) How many to survey? [The sample size] 3) How to select them? [The sampling procedure]
The population for the present study is defines as all the customers of Shyam Motors. Rajkot district. ELEMENT Customer, Dealer.
SAMPLING SIZE
The sample size of research is 75 peoples including bike user, general customer etc
33
SAMPLING PROCEDURE
I have selected the random sampling method for my survey. Under it I have gone for convenience sampling. Here I have selected the most accessible population members from which to obtain information.
34
SOURCES OF DATA
1) PRIMARY DATA Primary data is original data. Researcher itself for research purpose collects it only.
Consumer, Wholesalers, Agents, Dealers, Stockiest, Salesman, Investors, Employees, General public etc
SURVY- Mail, Telephone, Personal approach. PANNEL RESEARCH OBSERVATION, (Personal observation, Observation by camera) EXPERIMENTAL RESEARCH
35
2)
SECONDARY DATA Secondary data made data. This data collected by someone else before.
Published survey of market. General research reports. Govt. Publications. Media reports like T.V., Newspapers, Magazine, and Internet etc. Universities, Marketing research, Agencies, Advertising Agencies. Internal records like annual record, Salesman report, Customer
Complains etc. The primary data used for my study are questionnaire-containing questions regarding customers point of view about Quick Bike. I interviewed the general publil to know the awareness towards Quick Bike. I have also use the secondary data for getting the knowledge of battery bike industry & company for that I go through co.s literature & no. of website on the internet.
36
The objective is to know the quality aspects of electronic bikes and find out the reason about the not awareness of Quick Bike in Rajkot.
The respondents prejudice for the company might have led to the distortion of the facts.
This study was conducted under time constraint, which restricted to a small sample.
The result cannot be generalized, as this study was limited to Rajkot city only.
It is a one-man study and therefore doesnt cover a large number of respondents and even greater area.
37
QUESTIONNAIRE DESIGN
The questionnaire was design keeping a view to the data sorting for the fulfilling for the objective of research study. The wordings of the question are kept simple to generate the desire response. The questions are framed in such a way that it creates the interest in customers to quick response. I design my questionnaire based on certain parameters
1) Indian electronic bikes performance point of view. 2) Customers point of view. 3) Companies product & service point of view.
38
Analysis
39
QUESTIONNAIRE
MARKETING RESEARCH ON COMPARATIVE ANALYSIS
OF QUICK BIKE
INSTRUCTION: 1. This research is for education purpose only. 2. Please tick marks in the appropriate box only. 3. Please fill up only those questions whichever you know. (1) Name: - __________________________________________ (2) Address: - ________________________________________ ________________________________________ ________________________________________ (3) Phone no.: - (R) _______________ (O) _______________ (M)____________________ (4) Gender: - Male (5) Age group: - Less than 18 18 to 25 (6) What is your occupation? Business Man Professional Service Person Student House Wife Female 26 to 40 Above 40
40
(8) While purchasing Battery operated bike, which factor do you consider? (Rank them) Price Capacity After sale service Local production (9) Do you know about the Quick Bike which is of Saurashtra based first production? Yes No Speed performance Durability Maintenance
(10) Which are the preferable factors is there in Quick Bike compare with others? Power break system Hydraulic Suspension Anti theft lock system Water Proof (11) Give your preference to the following factors compare with other bikes? Battery life Price Maintenance Speed After sales service Market report long life high free good excellent excellent average reasonable sometime average very good very good normal normal often not enough good good poor poor
41
(13) If yes, which type of up gradation require in quick bike? _________________________________________________________ _________________________________________________________ (14) Would you like to give any suggestion? _________________________________________________________ _________________________________________________________ _________________________________________________________
Thank You
42
Occupation 7%
9%
44%
28%
Analysis:
From the above charts, it can be seen that in the sample number of students are more because students use the battery operated bikes more. In the educated people like professors and others use it more. Businessmen use it very less as they have to carry weight with them.
43
Analysis:
In city like Rajkot ore people consider price as an important factor while purchasing. However other factors like durability and speed performance are also considered. And some people also consider the factors like after sales service, capacity etc.
44
(3) Do you know about the Quick Bike which is of Saurashtra based first
production? Yes No
Awareness
40% 60%
yes no
Analysis:
From a taken sample, it was found that 64% people are not aware about the company. So this company is required to create the awareness.
45
(4) Which are the preferable factors is there in Quick Bike compare with
others? Power break system Hydraulic Suspension Anti theft lock system Water Proof
Preferable factor
Power break system Hydraulic Suspension 33% Anti theft lock system Water Proof
19%
26%
22%
Analysis:
The latest technology in bikes is Anti Theft Lock System, which is the ost attractive feature considered by the Rajkot citizen. However other factors like Power Break System, Hydraulic Suspension and water proof features are also preferable as compared to others.
46
(5) Give your preference to the following factors compare with other bikes?
Battery life Price Maintenance Speed After sales service Market report
Battery life
poor poor
13%
Aftersales services
Market Report
Maintenance Speed
18% 28% excellent very good good 29% 25% poor 29% 35% 24% 47% 20% 21% 33% 44% 27%
20%
excellent very good good free good average sometime poor not enough often
47
Analysis:
(1) 45% people believe that Battery life in the QUICK BIKE is much longer as compared to the other bikes. (2) Price of these bikes is normal as compared to others as data says that 52% people consider it normal priced. (3) 44% of the people believe that maintenance is very low in these bikes. (4) Speed of these bikes is good as the data says that 47% of the total people believe that QUICK BIKE is having average speed. (5) 29% of the total people believe that the after sales service is excellent provided by the company. (6) 29% people got excellent overview from the people.
48
Yes
No
Up Gradation
44% 56%
yes no
Analysis:
55% of the total people believe that there is a requirement of up gradation in these bikes.
49
SWOT Analysis
50
SWOT Analysis
SWOT analysis is a tool for auditing an organization and environment. It is the first stage of planning and helps marketers to focus on key issues. Once key issues have been identified, the feed into marketing objectives. SWOT stands for, Strengths, Weakness, Opportunities, Threats.
- Strengths and Weaknesses are internal factor. - Opportunities and threats are external factor.
Strengths
Opportunities
SWOT ANALYSIS
Weakness
Threats
51
Strengths:
(1) Indias first number Power Break System (2) Cheaper price than competitor (3) Longer Battery life than others (4) Lower Maintenance cost as compared to others. (5) High speed as compare to all competitors. (6) Good after sales services provided by the company. (7) Good Market image.
Weaknesses:
(1) Less awareness in the market (2) Less advertisement cost (3) No dealership Network (4) Good experienced staff but not the professional people in the staff
Opportunities:
(1) Good Market Potential (2) Dealership in various cities can be given (3) Higher Skilled and experienced people can be hired (4) Good future support from advertising media
Threats:
Changes in government policies and its rules & regulations regarding
52
Suggestio n
53
SUGGESTION
Proper place should be decided for main office and service station. Advertisement and promotional activities should be done to create awareness. Speed of the bikes should be increased. Company should take care in the internal disputes. It should communicate with public & keep the public in touch.
Thus, above all suggestions can be recommended to the company for its rapid development.
54
Conclusio n
55
CONCLUSION
By this Research & visit this unit I concluded that this unit is one of the successful and large units. It has been progressing by leaps and bounds. The relationship between staff members and management is admirable. So all these positive points will lead this unit on the path of the success and wish that company can progress day by day. As automotive industry got very much importance in total growth of the country, I wish QUICK BIKES also got the same importance in the industry.
56
Bibliograp hy
57
BIBLIOGRAPHI
Marketing management
By Phillip Kotler
Marketing Research
:-
J.C.Beri
58