Competitive Analysis Of Godrej with Samsung

Summer Training ProjectCompetitive Analysis Of Godrej with SamsungPresented To:- Presented By:-Mrs. Harleen Mahajan Tisha SharmaFaculty, PCTE. 94972238247

Godrej Group consists of two corporate entities: Godrej Consumer Products and Godrej Industries.Godrej Industries Ltd. (GIL) is India's leading manufacturer of oleo-chemicals and makes more than a hundred chemicals for use in over two dozen industries. It also has a major presence in food products such as refined oil and tetra pack fruit beverages. Besides, it operates businesses in medical diagnostics and real estate.

INTRODUCTION TO CORPORATE

Godrej Consumer Products Ltd. (GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments. Each company has several divisions and factories. They are presently exporting their products to 30 countries.

Started in 1897 as a locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India.In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils.The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion, a workforce of approximately 18,000, and a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.HISTORY GODREJ GROUP

On 7th May, 1897, Ardershir Godrej gave up law and took up lock making. Godrej and Boyce Mfg. Co. Ltd., was established at Lalbaug, Mumbai. This was the holding company of the Godrej Group.Godrej began manufacturing of refrigerators in 1958.Godrej started manufacturing Washing Machines in 1996.

GODREJ is dedicated to DELIVER SUPERIOR STAKEHOLDER VALUE by providing solutions to existing and emerging consumer needs in the Household & Personal Care business. We will achieve this through ENDURING TRUST & RELENTLESS INNOVATION delivered with PASSION & ENTREPRENEURIAL SPIRIT.

VISION Godrejs Mission is to operate in existing and new businesses which capitalize on the Godrej brand and our corporate image of reliability and integrity .Our objective is to delight our customer both in India and abroad. We shall achieve this objective through continuous improvement in quality, cost and customer service .we shall strive for excellence by nurturing, developing and empowering our employees and suppliers. We shall encourage an open atmosphere conducive to learning and team work.

MISSION

Godrej ProductsConsumer Products Godrej Consumer Products Ltd.(GCPL) is a major player in the Indian FMCG market with leadership in personal, hair, household and fabric care segments. The company is among the largest marketers of toilet soaps in the country and has a leadership position in the hair colour category in India.1. Appliances 2. Locks3. Furniture4. Security equipment5. Office automation6. Conferencing solution7. Soaps & personal care8. Food9. Aircare10. Household insecticides11. Housing12. Vending machineIndustrial products:Godrej offers an entire spectrum of industrial solutions from storage to material handling to construction to process equipment and many, many more. Whether clients are looking for standard equipment or custom engineering solutions, the first name is Godrej.1. Storage solution2. Automated warehousing3. Material handling equipment4. Process equipment5. Precision components & systems.6. Machine tool service7. Electrical & electronic services8. Tooling9. IT solution10. PLM solution11. Medical diagnostics12. Agro product13. Chemicals14. Construction material & services.

Appliances Product of Godrej and Boyce Mfg Co. Ltd

Refrigerators.

Direct cool Frost free Air Conditioners

Split Window

Washing Machines. Fully Automatic Semi Automatic Microwave Ovens. Steam Convection Grill/combination Solo

On March 1, 1938, founding chairman Byung-Chull Lee started a business in Taegu, Korea, with 30,000 won. At the start, his business focused primarily on trade export, selling dried Korean fish, vegetables, and fruit to Manchuria and Beijing. 1970: Black and white TV (model:p-3202) production started by Samsung-Sanyo. 1974: Began washing machine and refrigerator production Samsung India strengthens its Fully Automatic Washing Machine range. 1976. 1 millionth black-and-white TV produced.

SWOT ANALYSIS

STRENGTHS

The Company has wide range of product line.The management is trained and efficient.The Company has got wide range of branches within the country.Robust manufacturing.Sophisticated IT connectivity with distributors.Well-developed R&D capabilitiesThe Company does not go for advertising, which is one of the biggest disadvantage of Godrej.Its emphasis more on the advertising of office automation & prima division.The company is focusing many security products at a same time.The effective selling schemes are not available like payment on installments.Gifts not being so attractive. Most of the dealers prefer other companies appliances.

WEAKNESSES:

Increase consumer offers.Huge market share.

THREATSStrong competition.Products are not unique.Lot of branding done by other competitors.

OPPORTUNITIES

Financial Ratio Analysis

RatiosYear 2009 Year 2008Current Ratio1.471.38Quick Ratio0.840.73Absolute Liquid Ratio0.00250.003Debt Equity Ratio0.930.67Funded Debt to Total Capitalization Ratio32.6135.93Equity Ratio0.3150.257Gross profit ratio 10.6754.94720092008Net profit ratio 5.984.94Other expenses ratio 19.4720.51 Current liability to proprietors fund

2.1091.86 Fixed assets to funded debt 1.4921.339TITLECOMPETITIVE ANALYSIS OF GODREJ WITH SAMSUNG

To study the preference towards Godrej and Samsung Appliances.To study the promotional techniques used by Godrej and Samsung.

To know the awareness of advertisement of Godrej and Samsung Appliances.

1.1STATEMENT OF OBJECTIVES

Today, for any organization or firm to survive in this competitive world depends on its ability to be dynamic and be different from the competition to be unique in the industry. Customer Satisfaction helps every organization to keep the existing customer and to build new customer.The information gathered through this research can be used by the company to improve its services and became more customers friendly. This can increase the goodwill of the company and its overall performance.Thus this study is aimed to provide the management with some knowledge about its status in market . The research also aims to provide some ideas to improve the companys present condition.

1.2NEED OF STUDYThe research methodology is the specification of method of acquiring the information needed to structure or solve the problem. It is not considered to be the decision of facts but also building up the data knowledge and to discover the new fact involved through the process in the dynamic change in the society.Talk With Dealers

Ways to determine this include:

Meeting with Dealers Asking open creative questions about what is required.Using a 'content mirror' to ensure understanding and show you are listening and Interested.

1.3RESEARCH METHODOLOGY

The conceptual structure within which this research is conducted descriptive in nature as it brings forward the results concerning the set objectives, though facts, findings and enquiries; moreover it describes the state of affairs that exists at present.

Comparative Research Comparative research, simply put, is the act of comparing two or more things with a view to discovering something about one or all of the things being compared. This technique is often utilizes multiple disciplines in one study. When it comes to method, the majority agreement is that there is no methodology peculiar to comparative research

Research Design

The data, which is collected for the purpose of study, is divided into 2 bases:Primary Source: The primary data comprises information survey of Competitive Analysis of Godrej with Samsung. The data has been collected directly from dealers with the help of structured questionnaires.Secondary Source: The secondary data was collected from library and the company.

1.4Data Collection:

Sampling technique The selection of respondents was done on the basis of random sampling. Sampling unit The sampling unit in this report is dealers of Godrej and Samsung appliances. Sample size The sampling size of my study is 32 respondents and this sampling size was selected on the basis of Random sampling.

The sample size of Dealers is limited to 32 because of time factor

Many of the respondents were not open with their responses. Majority of the dealer were too aggressive in nature. Lack of Dealers cooperation was a major constraint.

There may be error due to bias of respondents.

The behavior of the Dealers while approaching them to fill the questionnaire was unpredictable.

1.5LIMITATIONS OF THE STUDY

Graph 1.6.1 showing the kind of business dealers are into

1.6DATA ANALYSIS AND INTERPRETATION Graph1.6.2 showing which all products they deal in

Graph1.6.3 showing which brands they have in their store

GodrejRank 1Rank 2Rank 3Rank 4MeanMean in decimalsPriceIIII IIII IIIIIIIII026/320.8125QualityIIIIIIII IIII IIII0035/321.093After sale services0IIIII IIII IIII IIIII66/322.062Incentives00IIIIIII IIII IIII II2.406TABLE 1.6.4 FOR AIR-CONDITIONERGodrejRank 1Rank 2Rank 3Rank 4MeanMean in decimalsPriceIIII IIIII IIIIIII035/321.093QualityIIII IIII IIIIIII I0025/320.781After sale services0IIIIII IIII IIIIII57/321.781Incentives0IIIIII IIII IIII II73/322.281TABLE 1.6.5 FOR REFRIGERATORSamsungRank 1Rank 2Rank 3Rank 4MeanMean in decimalsPriceIIII IIIIIIIII IIII IIII IIII071/322.218QualityIIII IIII IIIIIIII IIII IIIII048/321.5After sale servicesIIII IIIIIIII IIII IIIIIII I054/321.687Incentives000IIII IIII IIII IIII IIII IIII116/323.625TABLE 1.6.6 FOR REFRIGERATORGodrejRank 1Rank 2Rank 3Rank 4MeanMean in decimalsPriceIIII IIII IIIIIIII I0026/320.812QualityIIII IIIII IIII IIII035/321.093After sale services0IIIII IIII IIIIIIII63/321.968Incentives00IIIIIIII IIII IIII I76/322.375TABLE 1.6.7 FOR WASHING MACHINESamsungRank 1Rank 2Rank 3Rank 4MeanMean in decimalsPriceIIII IIIIIIII IIII IIIII IIII059/321.843QualityIIII IIIIIII IIIII046/321.437After sale servicesIIIIII IIII IIIIIII IIII IIII073/322.28Incentives001IIII IIII IIII IIII IIII IIII119/323.718TABLE 1.6.8 FOR WASHING MACHINEGodrejRank 1Rank 2Rank 3Rank 4MeanMean in decimalsPriceIIII IIIIIIII IIII030/320.937QualityIIII IIIIIIII IIII028/320.875After sale services0IIIIIIII IIII IIII53/321.656Incentives0IIIIIII IIII IIII68/322.125TABLE 1.6.9 FOR MICROWAVE OVENSamsungRank 1Rank 2Rank 3Rank 4MeanMean in decimalsPriceIIII IIIIIIII IIIIIII IIIII60/321.875QualityIIII IIII IIII IIIIIII IIIII041/321.281After sale services0IIII IIII IIIII IIII IIII III076/322.375IncentivesI0IIII IIIII IIII IIII IIII IIII III112/323.5TABLE 7 FOR MICROWAVE OVENGraph1.6.10 showing what all company provides for the advertisement of its appliances

Graph 1.6.11 showing the advertisements on television

Graph 1.6.12 showing that whether advertisements are effective

Dealers feels quality of GODREJ product is Good, but SAMSUNG.has a better positioning in the minds of Dealers.If a individual wants to have a Home Appliances then Samsung Priority comes onfirst number.Quality of the service provided sale after service plays an important role in keepingthe existing customers and to bring new customers. In pricing and reliability of GODREJ S home appliances is rated very well bymost .. Quality of the service provided plays an important role in retaining existingcustomers and goodwill is created through word of mouth in making new customers. Dealers said that, People are willing to pay more for new design and latest look.

1.7FINDINGS

A number of customers preferred GODREJ Due to the brand name of the company (GODREJ). Most of dealers said that, Customers were not happy that while they were purchasing old look washing machine then others. Most of the dealers prefer to sale simple home appliances because the most of consumer want it.

Marketing.Advertisement Both local and on television.Enhance the quality of product.Enhance the service level of company.Make the Relation between dealers and company well and to be enhanced.Models of product is look like old so it has to be modulating.Launch the new model.Offers & Schemes.

1.8Suggestion of dealers for how can GODREJ gains their sales.

The study revealed the picture of Dealers perception and satisfaction which help Godrej to encourage more people to be the customers/consumers of Godrej. People are not aware about the upcoming products of Godrej Godrej have a good position in mind of dealers but Samsung has a better position as compared to Godrej.

1.9CONCLUSION

Company should focus on pricing policy in comparison to its competitors because its competitors provide same products in lower rates. The company should have to focus better design for product . The company should focus on their after sale services.Company Should Increase Man Power for sales. The customer rate quality of the service as the most relevant one and hence Godrej should maintain the quality in products and after Sale services and should make improvements in this feature.

1.10RECOMMENDATIONS

Many of dissatisfied Dealers asked for more information about New schemes .So the dissatisfaction may be due to not providing the latest news about new schemes. So the company can make use of this opportunity to retain its Dealers by providing the right news.

The product design is not So charming As Compare to Samsung. As per survey most of dealer discuss about it sale which Is down due to design. Any complaint is observed from the dealers, it should be dealt quickly. This will reduce the chance for dissatisfaction. Company should try to Maintain competitive prices for consumers ,And should focus on these to keep the brand image in the minds of people. Market strategies of home appliances providers should emphasize in price strategy. If any complaint is observed from the consumer, it should be dealt quickly. This will reduce the chance for dissatisfaction. so the company have to a customer care as other industries.

http://www.godrejappliances.com/godrej/GodrejAppliances/Pdf/WM_Press_Release.pdfhttp://www.godrejappliances.com/godrej/GodrejAppliances/pdf/summer_content.pdfhttp://www.articlesnatch.com/Article/Godrej-Refrigerators/599790http://www.articlesnatch.com/Article/Appliance-Manufacturer-Puts-Faith-In-Composite-Doors-To-Improve-Durability/1135848http://books.google.co.in/books?hl=en&lr=&id=NKlIn7hMK1AC&oi=fnd&pg=PR11&dq=On+competition+By+Michael+E.+Porter&ots=dBVULh8Qwv&sig=yOZCDTMXvo2dWHqc3iHl74MHNoM#v=onepage&q&f=false

1.11BIBLIOGRAPHY

http://www.indianjournals.com/ijor.aspx?target=ijor:glogift2k8&volume=1&issue=1&article=chap048http://www.articlesnatch.com/Article/Godrej-Refrigerators/790333http://www.articlesnatch.com/Article/Godrej-Refrigerators/790333http://economictimes.indiatimes.com/News/News_By_Industry/Cons_Products/Durables/Godrej_eyes_leadership_in_durables_segments/articleshow/2772156.cmshttp://www.articlesnatch.com/Article/Godrej/673085