Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
PROJECT REPORT
ON
SUBMITTED BY
NAVIN S. SHUKLA
(BATCH 2005-2006)
5
ACKNOWLEDGEMENT
It gives me please to thanks my guide Mr. Tushar Bhavsar (Manager Marketing) and Mr. Ajit
Parundekar (Executive Director) of Motwane Manufacturing Company Pvt. Ltd. for providing support
on my project. I also thank them for involving me on some top managerial activities like sales
forecasting, advertising planning and channel management. I got a real experience of sales in these two
months because of constant interaction of sales force with me. Hence these 60 days are really
memorable from my marketing career point of view.
I also thank my Director Dr. Sharad Joshi for helping me in deciding the company and
subsequently the project title. I also thank to my Guide Prof. Mrs. Smita Sovani for providing support
at all point of time.
I thank Prof. Yuraj Lahoti, Prof. Rajesh Vatkar and Prof. Mahesh Halale for providing
valuable support at every point of time. I specially thank Prof. Vishal Soni since his IT lectures were of
immense help in the project work.
Finally I would like to thank my parents who are supporting me at every point of life. I would
also thank to all my friends and members of VIM family who are helping me at every point of need and
guidance.
NAVIN SHUKLA
MBA-II, MB0536
6
INDEX
7 FINDINGS 47-49
8 LIMITATIONS 50
7
INDEX
9 CONCLUSION 51
10 RECOMMENDATION 52-53
11 BIBLIOGRAPHY 54
12 ABBREVIATIONS 55
13 ANNEXURE
Annexure A: Daily Sales Report 56
Annexure B: DSR monitoring report 57
Annexure C: Montly Tour Plan 58
Annexure D: Monthly visit monitoring report 59
Annexure E: Daily Call monitoring Report 60
Annexure F: Offer Tracking sheet 61
Annexure G: Sales Turnover last financial year 62-63
Annexure H: Production planning Sheet 64
Annexure I: Dealer Target Sheet 2006-2007 65
Annexure J: Sales Forecast 2006-2007 66-67
Annexure K: Broad Segmentation 68
Annexure L: Database of cement companies 69-70
Annexure M: Comparison sheet for Advertizement 71-72
Annexure N: Dearler application form 73-74
Annexure O: List of cities mapped in Various Territories 75-76
8
1. EXECUTIVE SUMMARY
1.1 INTRODUCTION
The project is about the effect of new sales force on the performance of the company. This is
generally being done by efficiently monitoring the sales team, Channel Management, Market
Segmentation, Advertising planning and through various national and international alliances.
Hence the title of the project is chosen as Analysis of sales force performance for Motwane
Manufacturing Company Private Ltd.
Rishab and Meco came way after Motwane in the market but still are the leaders in
the market.
Hence to increase the sales turnover and to increase the market share company
has decided to go for increasing the sales team at 16 major locations in India with a
further increase of 50 engineers by 2007. To start with one Engineer was appointed
followed by 5 Engineers.
This project is done at Nasik Road factory which being the registered factory
and office of the company since from last 40 years. I have decided about this project
in the month of January reason being the first recruitment was supposed to be in the
9
month of February and I worked for the project in the month of June and July since by
then the other sales engineer s have joined the team.
10
2. OBJECTIVE & SCOPE OF THE PROJECT
To analyze the increase in sales turnover of the company during the current financial
year by
o Sales force Automation.
o Segmenting the companies to find the target market.
o Advertisement planning and participating in various national and international
trade shows.
o Sales forecasting for the Sales Engineer and the Channel partners.
o To increase the product basket by means of JV s and OEM brandings.
Secondary: -
1. To plan for advertising for the financial year so as to help the sales
team.
11
The scope of the project is mainly focused towards the
1. Sales team, its design and development towards achieving the target set for the
financial year.
2. The project is restricted to 16 locations, which are mapped into North, South,
East and West.
TERRITORY COVERED
NORTH SOUTH EAST WEST
Dehradun (DHD) Chennai (CHN) Guwahati (GAU) Mumbai (BOM)
Delhi (DEL) Coimbtore (CTR) Kolkata (KOL) Nagpur (NGP)
Chandigarh (CHD) Bangalore (BNG) Bhopal (BPL)
Lucknow (LCK) Hyderabad (HYD) Raipur (RPR)
Jaipur (JAI) Vadodara (BRD)
Table 1
3. Out of 16 locations identified only five have been considered for the study. The
locations are as under
o Mumbai
o Delhi
o Vadodara
o Bhopal
o Raipur
12
3. COMPANY PROFILE
In recent years, The Company has deliberately transitioned to become a focused Transmission and
Distribution (T&D) solution provider to the electric power industry. By leveraging its competency
in designing high precision measuring instruments, MMCPL has successfully designed and delivered
automated smart metering solutions to power utilities. Today, Motwane is in a leadership
position to deliver the changes that Government of India (GoI), SEBs, and private players need to solve
the distribution crisis and power shortages that India is facing: namely by bringing intelligence
into the revenue cycle -- by segregating, measuring and identifying energy losses (technical and
commercial) from the network backbone to the customer premise on a daily basis; providing for real-
time consumption data and load profiles to assess peak demand and network capacity; performing
automated energy audits; increasing accuracy in billing and cash management; improving customer
service and overall network reliability.
As recognition of its innovative efforts in the field of automated metering, Motwane has recently been
awarded the first commercial tender for a production-ready Automated Meter Reading (AMR)
system by a leading industrial group company, giving the company the largest installed base in the
country. Motwane has also been selected by a premier multi-national power solutions company as the
preferred supplier of AMR systems in India, thereby increasing its sales leverage to access a large
market. In addition, Motwane was an integral contributor to the IT task force report on Power,
organized by the Ministry of Power.
In conjunction with the shift to provide distribution solutions to the power sector, Motwane has
acquired, Krohm Solutions ( Krohm ), a US and India based venture-funded company. Krohm s
expertise lies in software services and application software for power distribution companies in North
America, Australia and New Zealand. The two companies have been collaborating closely on AMR
software development and in joint sales activities for the Indian market.
The Company manufactures all of its products in a 4-acre Factory complex at Nashik (a rapidly
growing industrial town about 100 miles from Mumbai). This facility also houses an integrated R&D
department, which is recognized by Dept. of Scientific and Industrial Research Govt. of India. The
13
quest for quality in all of the products is reflected in the Company s compliance to ISO 9001: 2000
Standards.
This Quality Policy will be periodically reviewed for its continual suitability.
Ajit Parundekar
(Executive Director)
14
The Hallmark of Quality , Innovation and Reliability
Organization chart appearing here illustrates functions & their interrelations within
ED
MR
15
HOD:R&D
HOD-MKT
I/C
REPAIR I/C I/C QA
PRODUC
TION
ED Executive Director
I/C In charge
QA Quality Assurance
MKT Marketing
MAT Materials
MR Management Representative
MNT Maintenance
3.7 BRIEF HISTORY
Motwane is a privately held firm whose origins are traced back to 1909 when the
founding Directors established an Electronics Trading Company that pioneered the
16
market for public speaking communication system. The Motwane brand rapidly
gained recognition nationwide as its systems were used by freedom fighters during
India s struggle for independence from the British. Today, the Company is India s
leading producer of Electronic Test and Measuring Instruments and power
distribution solutions.
3.8 PARTERNERSHIPS
The Company has successfully developed long term relations with reputed local and
overseas Companies such as:
3.9 NETWORK
The Company has direct sales Offices in each of the metro cities in India supported by
Sales representatives and Dealers all over the country. The Company has also
exported its highly successful Microprocessor based Digital Low Resistance Meters
and Multimeters to the US (mainly to OEM manufacturers such as Ballantine
Laboratories Inc.) and to a smaller extent, the Middle East, Netherlands and Germany.
MUMBAI BANGALORE
434 A, Gyan Ghar, 14th Road, Khar (W). Flat No. 2, Bathija Court No. 35/13,
Mumbai - 400 052. Langford Road Cross, Bangalore -560 025
17
Tel. : +91-22-260-58895 /96 / 97 Tel. : +91-80-227-2592.
Fax : +91-22-260-58898 Fax : +91-80-227-8355
KOLKATA
DELHI
Audyogik Seva., 4A,Rafi Ahmed Kidwai Pocket K-11,
Road, Kolkata - 700 016. Chitranjan Park, New Delhi- 110 019
Tel. No. : +91-33-222-95545, 222-94832 Tel. : +91-11-264-72463
Fax : +91-33-222-95550 Telefax : +91-11-264-85179
The company has identified 16 locations to appoint the sales team. The locations along with the
territories are listed in Table 1 and the detailed list is as per annexure O.
3.10 PRODUCTS
1. Test & Measurement Systems.
2. Transmission & Distribution Test Systems.
3. Energy Meters and Smart metering (Automatic Meter Reading)
The details of the product segment have been highlighted in detail below.
a) Digital Multimeters:
b) Digital Clamp-On-Meters.
c) Insulation Resistance Testers
18
d) Digital Micro ohm Meters.
e) Multifunctional Handy Scope.
f) Functional Generator.
g) Universal Frequency Counter.
h) Universal Multifunctional Systems.
i) High Voltage Probe.
19
3.11 CUSTOMERS
The Company has very strong relationships with Government agencies and private
organizations connected with Defense, Railways, Aviation, Post and Telegraphs,
Radio and TV Networks, Communications and Computers, Power Generation
Research Laboratories and Educational Institutes. In particular, notable customers
with long-standing relationships include All India Radio (AIR), Oil and Natural Gas
Corporation (ONGC), the 26 State Electricity Boards (SEB s), Doordarshan TV, the
Indian Railways, Air force, army and Navy.
Company has its main customers as Government Agencies and Private Organizations
connected with Defense, Railways, Aviation, Post and Telegraphs, Radio and TV
Networks, Communications and Computers, Power Generation, Research
Laboratories and Educational Institutes. In particular, notable customers with long-
standing relationships include : All India Radio , Oil and Natural Gas Corporation,
State Electricity Boards, Doordarshan , Indian Railways, Air force, Army, Navy and
DOT.
20
3.12 PRODUCT PROFILE
21
3.12.1 DIGITAL MULTIMETER
22
3.12.2 COMPARISON OF DIGITAL MULTIMETERS
Models DM3540A DM3750 DM352 DM3760 DM4540 DM4570P
3 ¾ dgt. 3 ¾ dgt. 3 ½ dgt. 3 ¾ dgt. 4 ½ dgt. 4 ½ dgt
(TRMS)
Current 0.32mA 10A 0.4mA 20A 0.2mA 10A 40mA 20A 2mA 20A 2mA 20A
AC/DC
Resistance 0.32K 32M 400 40M 200 20M 400 40M 200 20M 200 20M
Diode &
Continuity
Capacitance 0.32 32uF 4nF - 400µF 4nF 400uF 20nF 200uF 20nF 200uF
hFE
Auto-Ranging
Specialty Auto AC/DC Memory, Auto Very High Multi Display, Multi Display, Multi Display,
sensing. Power OFF, Dual Reliability and dBm, Signal out, dBm, Signal dBm, Power,
Display. well protected. Logic, Memory, Output, Logic, Memory,
High Speed, Temperature, RS232.
RS232. Memory, RS232.
23
3.12.3 SELECTION GUIDE FOR DIGITAL MULTIMETERS
DM352, 4950
User Reliability
DM3750B, 2950
DM4540, 8800
DM3760, 7800
DM3540A, 1600
DM4570P, 10500
Features
24
3.12.4 CLAMP METERS
DCM-30A DCM-39A
25
3.12.5 LOW RESISTANCE METERS
KDC
100
A
10A LR2065
1A LR2045
10mA LR201
26
3.12.6 INSULATION TESTOR
27
3.12.7 ENERGY METERS
28
3.12.8 TRANSFORMER TESTING EQUIPMENTS
30
3.12.10 CUSTOMER CARE: TROUBLE CALL MANAGEMENT SYSTEM
Some of the salient features of TCMS are:
31
3.12.11 QUALITY PROCESS
PRODUCT
REALIZATION
Sales Manufacturing
&
ISO9001, BIS,
ISO9001 Marketing
DGQA
.
Calibration Quality
Traceability Assurance
ISO9001,BIS,
DGQA, ERTL, NPL
ISO9001,BIS, DGQA
32
3.12.12 CALIBERATION STANDARDS
33
4. THEORETICAL BACKROUND
The company started in 1960 was pioneer in Analog Multimeters in India through technical
collaboration with AVO Limited of United Kingdom. The company was having monopoly till 1985
and has captured almost 95% of the market.
Then came the era of digital technology and company didn t realized that the Product life of their
product was moving towards the decline stage.
Decline Stage
As sales decline, the firm has several options:
o Maintain the product, possibly rejuvenating it by adding new features and finding
new uses.
o Harvest the product - reduce costs and continue to offer it, possibly to a
loyal niche segment.
o Discontinue the product, liquidating remaining inventory or selling it to another firm
that is willing to continue the product.
The marketing mix decisions in the decline phase will depend on the selected
strategy. For example, the product may be changed if it is being rejuvenated, or left unchanged
if it is being harvested or liquidated. The price may be maintained if the product is harvested,
or reduced drastically if liquidated.
Based on the above the theory the firm liquated remaining inventory thereby selling to its
channel partners. The company was not ready to face the upcoming competition in the market and
hence was on the stage of lockout.
35
But with the help of OEM branding and good brand name the company was somehow able to
survive; but couldn t achieve the growth rate with which the other company were growing.
Hence the company s decision to increase the sales force and invest for expansion is best
explained by using BCG model.
This framework assumes that an increase in relative market share will result in
an increase in the generation of cash. This assumption often is true because of the experience curve;
increased relative market share implies that the firm is moving forward on the experience curve relative
to its competitors, thus developing a cost advantage. A second assumption is that a growing market
requires investment in assets to increase capacity and therefore results in the consumption of cash. Thus
the position of a business on the growth-share matrix provides an indication of its cash generation and
its cash consumption. Henderson reasoned that the cash required by rapidly growing business units
could be obtained from the firm's other business units that were at a more mature stage and generating
significant cash. By investing to become the market share leader in a rapidly growing market, the
business unit could move along the experience curve and develop a cost advantage. From this
reasoning, the BCG Growth-Share Matrix was born.
36
The four categories are:
Dogs - Dogs have low market share and a low growth rate and thus neither generate nor consume a
large amount of cash. However, dogs are cash traps because of the money tied up in a business that
has little potential. Such businesses are candidates for divestiture.
Question marks - Question marks are growing rapidly and thus consume large amounts of cash, but
because they have low market shares they do not generate much cash. The result is large net cash
consumption. A question mark (also known as a "problem child") has the potential to gain market
share and become a star, and eventually a cash cow when the market growth slows. If the question
mark does not succeed in becoming the market leader, then after perhaps years of cash consumption it
will degenerate into a dog when the market growth declines. Question marks must be analyzed
carefully in order to determine whether they are worth the investment required to grow market share.
Stars - Stars generate large amounts of cash because of their strong relative market share, but also
consume large amounts of cash because of their high growth rate; therefore the cash in each direction
approximately nets out. If a star can maintain its large market share, it will become a cash cow when
the market growth rate declines. The portfolio of a diversified company always should have stars that
will become the next cash cows and ensure future cash generation.
Cash cows - As leaders in a mature market, cash cows exhibit a return on assets that is greater than
the market growth rate, and thus generate more cash than they consume. Such business units should
be "milked", extracting the profits and investing as little cash as possible. Cash cows provide the cash
required to turn question marks into market leaders, to cover the administrative costs of the company,
to fund research and development, to service the corporate debt, and to pay dividends to shareholders.
Because the cash cow generates a relatively stable cash flow, its value can be determined with
reasonable accuracy by calculating the present value of its cash stream using a discounted cash flow
analysis.
Under the growth-share matrix model, as an industry matures and its growth rate declines, a business
unit will become either a cash cow or a dog, determined solely by whether it had become the market
leader during the period of high growth.
While originally developed as a model for resource allocation among the various business units in a
corporation, the growth-share matrix also can be used for resource allocation among products within a
single business unit. Its simplicity is its strength - the relative positions of the firm's entire business
portfolio can be displayed in a single diagram.
The company is in the Question Mark segment with high growth rate and low market share.
37
4.3 MARKET SEGMENTATION
Market segmentation is the identification of portions of the market that are different from one another.
Segmentation allows the firm to better satisfy the needs of its potential customers.
Mass marketing refers to treatment of the market as a homogenous group and offering the same
marketing mix to all customers. Mass marketing allows economies of scale to be realized through mass
production, mass distribution, and mass communication. The drawback of mass marketing is that
customer needs and preferences differ and the same offering is unlikely to be viewed as optimal by all
customers. If firms ignored the differing customer needs, another firm likely would enter the market
with a product that serves a specific group, and the incumbant firms would lose those customers.
Target marketing on the other hand recognizes the diversity of customers and does not try to please all
of them with the same offering. The first step in target marketing is to identify different market
segments and their needs.
Identifiable: the differentiating attributes of the segments must be measurable so that they can be
identified.
Accessible: the segments must be reachable through communication and distribution channels.
Substantial: the segments should be sufficiently large to justify the resources required to target them.
Unique needs: to justify separate offerings, the segments must respond differently to the different
marketing mixes.
Durable: the segments should be relatively stable to minimize the cost of frequent changes.
38
A good market segmentation will result in segment members that are internally homogenous and
externally heterogeneous; that is, as similar as possible within the segment, and as different as possible
between segments.
In contrast to consumers, industrial customers tend to be fewer in number and purchase larger
quantities. They evaluate offerings in more detail, and the decision process usually involves more than
one person. These characteristics apply to organizations such as manufacturers and service providers,
as well as resellers, governments, and institutions.
Many of the consumer market segmentation variables can be applied to industrial markets. Industrial
markets might be segmented on characteristics such as:
o Location
o Company type
o Behavioral characteristics
Location
In industrial markets, customer location may be important in some cases. Shipping costs may be a
purchase factor for vendor selection for products having a high bulk to value ratio, so distance from the
vendor may be critical. In some industries firms tend to cluster together geographically and therefore
may have similar needs within a region.
Company Type
Business customers can be classified according to type as follows:
o Company size
o Industry
o Decision making unit
o Purchase Criteria
Behavioral Characteristics
In industrial markets, patterns of purchase behavior can be a basis for segmentation. Such behavioral
characteristics may include:
o Usage rate
o Buying status: potential, first time, regular, etc.
o Purchase procedure: sealed bids, negotiations, etc.
39
6. PROJECT ANALYSIS: -
ANNEXURE A)
o The report consists of all the necessary input to trace the customer requirements.
o It helps the account department to compare the expenditure details with the DSR.
o It helps the HR department to manage the attendance details of the Sales Engineer.
o It also helps to know the marketing team what is the potential business with the
customer and promotional expenses required to get the order.
o It also helps to know the competitive scenario and ways to overcome them.
o Along with the total customer summary it helps us to know the next
steps to be taken to acquire the order.
o This report is the summary of Daily Sales Report and contains all the necessary
columns to trace a sales call.
o It acts as the MIS for top management as every sales engineer can be evaluated case
by case.
o This report helps to monitor the sales engineer at individual level throughout the
month.
o This report helps in advance to know the marketing team about the customer visits.
o It also reminds the Sales Engineer about the sales call to be given to the end
customer.
40
o It helps to plan the budgetary expenses for the tour.
o This report gives the number of visits given to a particular customer in a month.
o It also gives the traceability of a customer till the order is received or lost.
o Depending upon the potential business value the sales engineer can concentrate over
the customer and accordingly plan his visit.
o It gives the variance between the planned calls and the actual.
o This helps the sales force to monitoring each and every case till the final order is
received or lost.
o This also helps the head office to monitor each and every case.
o It also helps to monitor the channel partners if any enquiry is forwarded to them.
41
6.2 PART B: SALES FORECASTING AND ANALYSIS
o This table helps to project future sales for the Channel partners and the Sales
Engineer.
o It also gives percentage wise sales contribution of direct customers and channel
partners on the company turnover.
o This sheet helps to plan the production as per the budgeted figures.
o This also helps to plan the expected delivery schedule for the customer.
o This table gives the projection of total sales for channel partners for the current
financial year.
o This table also gives last year sales by individual channel partners. This forecast
helps to plan and monitor the Channel sales and its effective follow-ups by the sales
team.
o This gives the total sales forecasting product wise by taking into consideration the
total quantity to be sold along with the total amount.
42
.
TABLE 2
o The figures in bold are the places where sales force is actively working.
o The actual sales had exceeded the budgeted figures at four places where sales force is
employed except Delhi.
o The budgeted sales at these five places was 72.85 lacs where as the actual sales is
76.17 Lacs.
o Since Delhi had not been able to reach the budgeted figure. There has been increase
in sales by 4.56%.
o If Delhi is not considered then the budgeted figure was 44.667 Lacs and actual is
60.15 Lacs.
o Whereas all the other territories the actual figure is less then the budgeted figure.
43
44
6.2.6 GRAPHICAL REPRESENTATION OF BUDGETED VERSUS ACTUAL SALES
40.00
36.72
35.00 32.06
30.00 28.18
Rs. in Lacs
25.00 Budget
20.00 18.83 Actual
16.02
13.70 13.95
15.00
8.45 9.54
10.00 7.73 8.45 8.45
5.87
4.82 4.22 4.22 2.59 4.22 4.22 2.08 4.66
5.00 2.08 2.53 2.08 2.08 2.33
2.08 1.13
0.71 0.26 0.12 0.16
0.00
BNG BOM BPL BRD CHD CHN CTR DEL DHD GAU HYD JAI KOL LCK NGP RPR
Territory
45
6.2.7 LAST YEAR SALES FOR FOUR MONTHS (AS PER ANNEXURE F)
T
SALES FOR 2005-2006
A
MUMBAI VODADORA BHOPAL DELHI RAIPUR TOTAL
APRIL 285824 92385 B 15438 770257 73320 1237224
MAY 437723 17251 L 84878 174635 0 714487
JUNE 821403 97693 E 3772 245651 56894 1225413
JULY 522521 257837 13620 409667 41299 1244944
TOTAL 2067471 465166 117708 1600210 171513 4422068
3
6.2.8 COMPARISON FOR FOUR MONTHS SALES 2005-06 & 2006-07(Data as per Table 2
& Table 3)
o So all the territories have exceeded the sales from last year due to involvement of
sales force.
o The graph below shows that all territories have exceeded the sales from last year
except Delhi where it is same for both the years.
o Where as the total sales for four months for all the territories was 101.46 Lacs
compared to the last year sales of 71.4 Lacs (Refer Table 5).
27
6.2.9 GRAPHICAL REPRESENTATION OF SALES FOR YEAR
2005-06 & 2006-07
40 36.7
35
RS. IN LACS
30
2005-06
25 20.7
20 16 16 2006-07
13.9
15
10 4.65 4.82 4.66
5 1.18 1.72
0
I
I
L
R
A
BA
H
PA
R
PU
EL
O
M
AI
D
AD
U
BH
M
R
D
VO
TERRITORIES
28
6.2.10 COMPARISON OF SALES FOR ALL THE TERRITORIES(Data as per annexure J &
Table 2)
TABLE 5
o Hence there is 42% increase in overall sales compared to last year total sales for four
months.
o The graph below shows the individual contribution of different territories towards
total sales.
o The five territories selected are contributing 75% of the total sales.
29
6.2.11 GRAPHICAL REPRESENTATION OF INDIVIDUAL CONTRIBUTION OF
DIFFERENT TERRITORIES TOWARDS TOTAL SALES 2006-07
DEL
BOM
16%
35%
CTR
1%
CHN
2%
CHD
2%
BRD BPL
14% 5%
30
6.3 PART C: MARKET SEGIMENTATION
o The database is prepared as per the territories identified, so as to help the sales force
to get the target market.
o This will also help the company to allocate budget for various Trade shows organized
across the country.
31
7. FINDINGS
7.1 PART A: FORMAT FOR SALES FORCE
o These formats have resulted into efficient monitoring of sales team across various
territories.
o Each and every offer can be traced till it is either received or lost.
32
7.2 PART B: SALES FORECASTING AND ANALYSIS
o Last year sales figure help to plan the future budgeting Product wise.
o Target sheet for the channel partners can be prepared based on the last year s
turnover.
o Where there is no sales engineer the actual sales is less then the budgeted.
o Also the sales compared to the last year turnover have increased by 71.93% for
the four months.
o Due to better planning and involvement of sales force the overall sales have
increased by 42% during the current financial year.
o The sales force at five selected territories has contributed to 74% of the total
sales of the current financial year.
33
7.3 PART C: MARKET SEGMENTATION
o The segmentation is helping the sales force to save time in finding the target
market.
o Also the focus is concentrated on the selected segments in the initial stage of
sales call.
o The advertising planning is helping to find the economical and most preferred
magazine for various types of products.
34
8. LIMITATIONS: -
4. The buying behavior of the consumer has not been taken into the consideration.
5. The cost head has not been considered while analyzing the report.
6. Previous years advertising and promotional expenses have not been considered.
8. While segmenting data was collected for only two major segments as against 35
segments identified.
9. The effect of after sales service on the sales turnover has not been taken into account.
35
9. CONCLUSIONS: -
o The sales turnover of the company has increased by 71.93% just by employing
five sales engineers at different territories as compared to 16 territories
identified.
o The overall sales have increased (including territories where Engineers are not
placed) by 42% compared to last year s sales for four months.
o The company is also successful to tie up with a Japanese company to Co-brand his
product.
o Hence the overall sales monitoring has resulted into the increase of sales and better
monitoring of Channel partners.
36
10. RECOMMENDATIONS
o The company should conduct a market survey so as to know the market share of the
company and the competitors.
o The company has products like AMR which is a niche segment and not many
competitors are available in the market. Hence company should focus to increase the
sales.
o The company is facing various problems on the service front like delayed service,
delayed response to the customer on the service issues. Hence there is need to
employ service engineers across the 16 territories identified.
o The DSR monitoring process takes lot of time for the sales engineer and also for the
head office to manually enter the details. Hence web portals should be developed so
that the DSR, purchase orders from the channel partners are directly received in to
the Database.
o Also the training aspect is not taken into the report. The sales engineers are facing
problems due to lack of training on the various products. Hence proper training
should be provided to the engineers.
o The forecasting is based on just judgment and therefore company should use
scientific methods of forecasting.
o The company should also use scientific methods of purchasing like ABC analysis so
as to reduce cost associated with it.
o The company should also help some organization or schools with free equipments as
a part of Corporate Social Responsibility.
37
o The sales promotion in the form of free gifts or in the form extended warranty should
be given to the customer so as to increase the sales.
38
11. BIBLIOGRAPHY
1. C.K. kothari, Research methodology , Methods and Techniques; New Age International
Publishers; Second Edition; Page 1-2.
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12. ABBREVIATIONS
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