project for m.b.a

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CHAPTER - 1 1.1 INTRODUCTION Marketing is essential about marshalling the resources of an organization so that they can meet the changing needs of the customers on whom the organization depends upon . As a verb marketing is all about how an organization addresses its markets. Marketing is the “ The management process which identifies anticipates & supplies customer requirements efficiently & profitably Marketing is the total system of interesting business activities defined to plan , piece ,promote & distribution want satisfying products & services to present & potential consumers ---- Williams . J. Stantion 1

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Page 1: project for m.b.a

CHAPTER - 1

1.1 INTRODUCTION

Marketing is essential about marshalling the resources of an

organization so that they can meet the changing needs of the

customers on whom the organization depends upon . As a verb

marketing is all about how an organization addresses its markets.

Marketing is the “ The management process which identifies

anticipates & supplies customer requirements efficiently &

profitably “

Marketing is the total system of interesting business activities defined to

plan , piece ,promote & distribution want satisfying products & services

to present & potential consumers “

---- Williams . J. Stantion

“ Marketing is the performance of business activities that direct the follow

of goods & services from the producer to the consumer or user “

--- American Marketing Association

A social & managerial process , by which individuals & groups obtain

what they need & want , through creating & exchanging product & value

with others .

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1.1 ) Rationale for the study : -

Customer satisfaction begins with a difficult faith , it starts with a

commitments to deliver the result for each customer which is also a

concern of dealers. Hence for a manufacturing company , in order to

satisfy its customer , it is highly important to satisfy its customers , it is

highly important to satisfy its dealers , as they are directly connected to end

customers.

Establishing satisfaction as the ultimate goal is like the other ultimate goal

of business pursuit of higher profits or shareholders wealth .

Perfect dealer service or satisfaction to customer is one need that

meets the combined need satisfaction is a systemized service that involves

the entire organization . But many organization have yet to develops this

kind of awareness about dealers satisfaction strategy .

Dealers satisfaction begins with the following specific assumptions

about company ‘s relationship with the customers.

1) The dealer service activities focus mainly on existing dealer .

2) Some dealers are more important than others.

3) They are the assets to the company

4) The dealer is always specific

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The dealer needs & value should influence every aspect of the

organization strategy , employee safety & performance , product &

service development , sales & marketing programs , operational

Procedures & information & measurement system.

Understanding the dealer is critical to the success of any customer

focus initiative , the first step in understanding the dealer is to listen

to them . A company needs to hear what its dealers are saying about

its people , product & service & vision .

As they are directly involved in market company is getting first hand

information which helps in developing product & services .

Organization needs to listen to their dealer satisfied ,dissatisfied

neutral & prospective . As one company executive said “ talking to

a satisfied customer is talking to a oneself .

In the past , dealer satisfaction & service was the responsibility of a

separate organization that supported the dealer primarily after the

sale. Today , service is also likely to be interested with the every

product accompany offers .

High dealer satisfaction comes from providing effective services .

But giving that services is a continuous activity .It means being

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efficient , reliable courteous ,curing & professional every time .

Dealers are the working as a part of the channel partner management

& facilitates strategy alignment for organization that go to market

through an indirect channel.

Organization built relationship plan for distributors which help both

in towards mutual profitability by differentiating strategic

partnership.

By this way organization can better allocate financial resources &

expect to see improved profits & market penetration.

KSB held a survey for the response for N.E.F.T./ R.T.G.S. system

launching for the 435 dealers in submersible product . to promote

this activity a session was arranged with the help of Deutsch Bank in

annual dealers meet held at Japer in Rajasthan.

Bankers authority assured the availability of services in the country

through internet .The account no allocated to KSB group is unique

indicating the dealers code of the company e.g. 88884121400.

This means 8888 is KSB a/c code 4121400 is dealer code no for

NEFT/RTGS transaction thro Deutsch Bank.

Transaction charges up to 5 lacs was agreed to be Rs.25 /-

Services like SMS & e-mail to the account holder as well as to

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creditor is free. All the amount to creditor will be transfer immediately

thro R.T.G.S ( i.e. above 1 lac ) & within 2 hrs thro N.E.F.T. (

i.e. below lac )

Benefits : -

Increased Customer satisfaction :- This was conveyed from company

management that this activity will improve efficiency in billing &

performance of your service & parts operation ,delivering significant

benefits such as increased customer satisfaction by delivering the

material within specific time.

High return on investment :- By efficiently & effectively planning

your logistics, assets & resources, you maximize your rolling on

investment , freeing up capital for other critical activities.

Increased profitability :- Automating service parts operations

optimizes inventory & reduces supply chain costs, thus delivering

improved service that is profitable .

Reduce cycle time :- KSB & Deutsch bank authority was firm on

success of reduction in cycle time for delivering services to customer

right from monitoring technician allocation to logistics repairs, part

procurement , & inventory . by using this method of payment .

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CHAPTER - 2

2.1 ) Needs of the Study : --

As there are a large numbers of dealers are dealing with

organization through the godown supply the study was conducted to

check the financial transaction suitability of the dealers with branch

offices / zonal offices .

This in turn enables the company to enhance its stringent

competitiveness in the market & better/ smooth cash flow .

2.2 ) Objectives Of the Study : --

We usually describe a product or services in terms of several

dimensions or characteristic E.g. After receiving a service ,we might

describe the service provider as fast ,always available when needed

,unpleasant .Hence the objective is decided in such a way which help

dealers who indirectly help the selling business. Though dealers was

placed in rural part of India their moral is required to enhance with

the development in banking reforms support in financial activity up

gradation like electronic fund transfer facility thro internet with the

help of M/s Deutsch Bank .

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1) To find dealers satisfaction with roots in financial management.

2) To find the factors influencing the banking transactions.

3) To identify dealers suggestions to smoothen the activity in

4) National Electronic Fund Transfer / Real Time Goods

Settlements through dealers to save time for preparation of

D.D. & frequent visits to banks

5) To check the new dawn in rural India thro banking sector

6) Targeting to avoid delay in material supply through god own.

7 ) To smoothen the activity between dealer & branch office .

bearer in financial aspects.

8) Receipt of S.M.S. & E Mail is a confirmation of successful

Transaction with proper record of payee party thro bank.

Why the dealer was included in first part of this new Endeavour ?

Dealer *

He is a gallerist , somebody or company that buys & sell art .

Dealer is someone who sells product antiquely.

He is managing effective distribution management from top to bottom.

He is having a better channel strategy.

He is well known to customer location.

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2.3 ) Title of the project : -

Customer satisfaction :

There has been an increase in the emphasis on a company’s ability to

produce high quality product & or provide high quality services . In

fact many companies ,in their attempt to compete in the market

place, from either an organization to address various quality related

issues for the entire company or quality improvement teams to address

specific quality related problems.

Not only do companies rely on their own employees for quality

improvement ,they also rely on consultant who specialize in quality

improvement techniques & methodologies. The primary goal of these

specialists is to increase the quality of the product & services of the

companies they serve.

These aspects of quality can be measured . Such measures give

businesses an accurate indication of the well being of their business

process. MNC’s always alert about services & hence they give

priority to focus their quality improvement efforts on customer

related issues.

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Scope of the study :- To check Core Banking systems advantages in

Rural areas with the transaction of N.E.F.T./ R.T.G.S.

Presently dealers who are located in rural areas are required to give

the expected billing amount to manufacturer & then he get the

material from manufacturer godown / warehouses.

In present way it takes a minimum week time to get the material at

rural end after placing the order as stocks are not available every time

in rural areas easily for engineering product. By National Electronic

Fund Transfer / Real Time Goods Settlements dealer can transfer the

billing amount thro net to manufacturer’s account within 2 minutes

time & goods can be supply to dealer immediately / next day .This

will help to customer in cutting down required material within 3

days from booking of order.

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CHAPTER 3

Profile of the Company : -

K.S.B Pump Ltd . is the overall number two company in the Indian

Pumps manufacturer industry.

Three technocrats namely Johannes Klein .Friedrich Schanzlein ,

August Becker founded the first unit in the year 1871,headquarter in

Frankenthal,Germany .KSB is located in 5 continents & about 17

countries in the world with sales office in 116 countries ,30

manufacturing sites & employs more than 13000 employees

worldwide.KSB is a market leader in European & Middle East part of

the world.

Almost five decades ago ,when India was on the threshold of an

upsurge, KSB PUMPS Ltd. India was set up in collaboration with M/s

KSB A.G. Germany,

Heir to a lofty tradition of technological & product excellence KSB

India has over the years built up an impressive track record well over

75000 satisfied customer built up in operation areas vital to the

country’s development . The company is leader in the Energy , Oil & Industry sector through

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its established products over last more than 40 years . It is amongst the

top five in the submersible pumps market in terms of share .

However presence in Waste Water / Sewage sector thro its

non clog sewage submersible pumps is comparatively low.

Increasing population & increased demand & consumption of water

exponential growth in the infrastructure is putting pressure on the

present sewage & water supply services. Projects in water supply and

sewage & power sector are on top priority on central / state

government portfolio . Asian Development Banks & World Banks

are encouraging Central Govt./ State Govts. to avail the easy loans

for such projects.

The situation of basic services like public

transport, roads, cleanliness, public health ,drinking water ,primary

education , sanitation , solid waste & sewage disposal are worst now

a days, result of this situation is that the living standard can be

expressed only as WORST. Hence KSB serve the purpose of

cleanliness by supplying pumps to maintain hygiene in the society.

Water is a primary source of several human activities & rivers are a

major source of water in several parts of India. River Water

Management is an important area of natural resource management

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that crosses several disciplines, & in order to be effective , it requires

public intervention through appropriate institution.

Water environmental problems are increasingly becoming serious

across India ,which is witnessing rapid growth. This attributes to

the rising human population ,urbanization & economic activities.

River water resources , in particular ,are increasingly becoming

vulnerable to quantity decline & quality degradation due to human

activities ,more so in a country like India ,which has as many as

fourteen major rivers & several cities alongside them.

Being a leader in the field of pump technology, KSB has diversified

into an allied field – industrial valve . To meet the long felt need of

the demanding Indian industry, which predominantly uses valves

confirming too ANSI & API specifications. KSB has entered into

collaboration with the another world leader ,Velan Inc.,Canada

KSB thus inherits.

Velan advanced technology to produce the best industrial valves.

Presently KSB India no of employees are 2500 employees & the

turnover is of Rs. 600 Crores.

Pumps manufacturing Units in India are located in Pimpri, Chinchwad

near Pune , Vambori near Ahmednagar , Sinnar near Nashik .

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Pimpri plant is manufacturing single & multistage refinery pumps &

Waste water pumps .

This unit is known as Irrigation Project Division.

Chinch wad unit is manufacturing High pressure boiler feed &

condense extraction pumps. This unit is known as Power Project

Division.

Nashik plant is manufacturing series & sewage pumps

Vambori : Located in Ahmednagar district is a basic foundry unit

the castings of cast iron & steel material required to manufactured

pumps are pored in this unit.

Combater : - This unit is located in Thailand state & are

manufacturing Industrial Valves .

Cochin : This unit is located in Karalla state & are manufacturing

Industrial specialized material Valves .

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History of KSB Group

1871 : The Franken haler Maschinen & Armature – Fabric Klein ,

Schanzlin & Becker

1872 : Machine & valves factory is established

1896 : KSB Sets up a British subsidiary ,its first venture outside Germany .

1941 : Argentina becomes home to the first of ten current KSB

Companies in America.

1953 : The foundation of a Pakistani subsidiary marks a move into the

Asian Pacific market ,where KSB today has 15 group companies.

1960 : Manufacturing of first submersible pump in India. at Pimpri .

1974 : The foundry division was set up at Vambori.

1978 : A new plant at chinch wad began manufacturing high

performance pumps for power plants.

1984 : KSB set up a company in Australia

1986 : The leading French pump manufacturer , Paris based pumps

Gurnard S.A. joins KSB groups.

1987 : The Coimbatore unit came up to increase pumps

manufacturing capacity & add industrial valve to our product basket .

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1988 : KSB acquire a majority interest in U.S. Slurry pumps

manufacturer G.I.W. Industries.

1989 : Acquisition of Amri S.A. , Paris , the world’s second largest

manufacturer of butterfly valves.

1991 : KSB takes over Pumpenwerk Halle & converts it into an

environment engineering center.

1994 : Company acquire a majority stake in KSB Shanghai Pumps.

1995 : Nashik were added to the growing list of KSB manufacturing

Centre for small irrigation segment pump.

1996 : KSB becomes 100 % share holder in G.I.W. ( Georgia iron

Works ) one of the world’s largest manufacturers of slurry pumps.

1997 : Acquisition of MIL controls Ltd.,India producer of ANSI

& Control Valves.

2010 ) Development in Steel Foundry division for increase in capacity

from 40 tons to 100 tons per month to meet the European group

market of steel material requirement .

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Competitors

1 ) M/s Kirlosker Brothers Ltd.

K.B.L. is India’s largest manufacturer & exporter of pumps & also

the largest infrastructure pumping project contractor in Asia.

The core business of K.B.L. are large infrastructure projects ( Water

Supply , Power Plants , Irrigation ) project & Engineered Pumps ,

Industrial Pumps ,Agriculture & Domestic Pumps , Valves , Hydro

Turbine ,Power Generation & Anti Corrosion products.

K.B.L. has a wide range of conventional Horizontal Non clog ( HNC )

& Vertical Non Clog ( VNC) Pumps for the sewage segment since

long .However the market share in new generation Submersible

sewage pumps is very negligible compared to other pumps business

in water segment .

K.B.L.’s Submersible sewage pumps range is offered through their

NS range of pumps.

Capacity :- up to 1800 m3/hr

Head :- up to 90 m

Motor Rating :- up to 240 Kw

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2 ) M/s Wilo Mather & Platt Pumps Ltd.

Mather & Platt pumps Ltd. Is a subsidiary of Willow A.G. Germany,

M & P with 100 years of experience is one of the pioneers in the design &

manufacture of Centrifugal Pumps.

Company offers a wide range of pumps & valves t all core industries & is

a major exporter of pumps to the countries in South East Asia , Middle East ,

Africa , Australia & Canada.

Basically catering to Indian Market which is conventional Horizontal Non

Clog & Vertical Non Clog Pumps established over period of time ,

However company lack products for submersible sewage pumps which are

now offered through the Willow submersible range of Non Clog Pumps in

Indian Market with portable range of pumps up to 10 H.P.

3) M/s A.B.S .

A.B.S. is a global solution provider in waste water technology with a

complete product portfolio of pumps ,mixers ,agitators ,aerators,

compressors control & monitoring equipment & services.

ABS is one of the leading submersible pump company that offers wide range

of sewage pumps. Presently companies product in the small range of

sewage submersible pumps are being offered in India by A.T.E. enterprises

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Pvt. Ltd. who stock the pumps in India & sales through its all India

network. The range includes their portable submersible sewage pumps

Piranha ,MF, AS up to 10 kw & the higher range is being offered with case

to case basis with support from ABS Global / Singapore.

4 ) Grundfos India :-

Grundfos is a global pump manufacturer having wide range of products.

Grundfos India is having strong presence in building services sector & food

processing / beverages segment through their state of art stainless steel sheet

metal pumps .Grundfos has wide range of sewage submersible pumps

globally ,however its presence in India in this sector only through small

dewatering & building services with small range of pumps.

5 ) FLYGT :

Sweden’s ITT Flygt , a world wide leader in submersible pumps & mixers.

It is having wide range of sewage submersible pumps. The Indian market is

catered through their representative. M/s Mody industries Ltd. in Thane –

Maharashtra ( India ) In India this company has not been able to penetrate in

the market due to lack of manufacturing facility in India .

ITT has made a entry to India by setting up a manufacturing facility at

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Baroda recently however submersible sewage pumps manufacturing locally

is not focused .

SWOT Analysis of the company :-

Strength :

KSB reputation as a established pump manufacturer ( well recognized brand ,quality product)

Rich experience & knowledge of submersible pumps.

Geographic presence of KSB directly as well as through business

associates (dealers ) in different regions.

KSB has a strong financial background for pre qualification bid

purpose.

Established service network .

Turnkey exposure ( in Indian market ) as electrical – mechanical

contractor in handling projects.

A well defined dealers policy .

Weakness :

Insufficient product basket in sewage submersible pumps

manufacturing in India

Rigidity in technical offering

No product differentiation

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Rigidity in design changes & reluctance for technical changes.

Limited capacity available than market expectations.

On time delivery of product is a major problem.

Imported popular models stocking availability problems

Rigidity in model changes due to restriction of collaborators.

Advertising is not in line with competitors .

Vendor development needs to improve .

Interested in supplying standard models extra efforts are not initiated

to support different supply in std supply

Opportunities :-

As supply to Government sector is not big in volume of the total

dealers supply in market hence business in this sector can be

converted with direct supply to stabilize volume in long term as

private market is depend upon availability of financial conditions of

customer & total growth rate of economy of that country. But in

recession Government prefer to generate various jobs to support

industries & in such cases new entrants is not a easy task to gear up

with Government expected demands.

New generation is totally concentrating on brand image of product.

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This will help the branded product a promising & great future in

domestic market. Branding shall decide the future path in domestic

product market .Needless to say KSB will survive in such condition a

without any interruption.

Large & strongly growing market due to major thrust on drinking

water ,environment control ( sewage pumping ,treatment ) &

irrigation by Central & State Govts. World Bank & Asian

Development Bank shall likely to support for these needs under

Central Government Jawaharlal Nehru scheme .

Increased in Environmental awareness.

Growth in Industrial & Infrastructural development.

Established strong R & D –Technical capability

Weaker local competition

Un established global competitor.

Threats :-

Matured domestic market, intense competition.

Business volume with government Organization weak.

Reducing import duties & excise exemptions attracting global players

to enter in market.

Growing market attracts further local competition – price quality

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anticipated to decrease .

Uncertain market development due to non availability of funds

/foreign aid for large projects.

Slowdown & recession in National & International Economy.

Time consuming litigation procedures & bureaucracy (red tapisam )

at the decision making level.

Non revenue generating nature of the projects.

Newer design & customized offering by local players.

Business which are easily duplicated in standard product.

* * * * *

CHAPTER - 4

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Strategic Planning

Targeting :-

1. Water treatment plant

2. Farming sector

3. Pressure boosting systems

4. Power Projects

5. Refineries

6. Thermal power station

7. Engineering OEM.

8. Water Supply Schemes

9. Mining Sector

10.Chemical Industries

11. Textile Industries

12. Indirect through product suppliers

13. Direct through main contractor in above fields

Product Mix. :- in terms of 4 p’s

Present range of submersible pumps is sufficient but needs to improve in

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performance comparative with competitors.

Product with stainless steel material in submersible segment needs to taken

on priority this market is also improving day by day.

KSB is leader in the market with its lower end products KRTU however the

major sector high end products up for increasing the business. A need for

product extension is required.

3-inches submersible product developed now it will help in enhance sell in

Eastern part of India if price is competitive

7- inches pumps are hardly manufactured this segment need to watch as in

some state water ground level is going down from last 3 years result in

changes in models.

Quality :-

KSB is known for Quality product & for reliability in market this role plays

a vital role in submersible pumps . Delivering & nourishing the product

quality will be vital for the growth in this sector.

After Sales Service :-

Offering the installation & commissioning services & product problems

needs structured Service network.

Service network ,availability of representative for immediate support in

tendering ,execution & service necessarily to be provided from the localized

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sales offices of authorized partners.

Price :-

Pricing decisions : -

The all standard product has always put pressure on the pricing decisions for

pump business. The low profile nature of the small sector is created by small

contractors in the municipalities. Class – 1 & Class -2 contractors always get

the business from the local government authority . Intense competition &

acceptance to unbranded low cost products puts pressure on pricing decision

of organized pump manufacturer like K.S.B.

In recent years Central Government formed a structured procedure for

Qualification ,tendering & project management making the contractors

increasing the delivery & accountability.

This has organized this sector with entry of reputed contractors with

international players bringing in quality products & newer concepts in

sewage transport & treatment .With International brands in pumps industries

getting wide acceptance with premium prices.

Place :-

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Even though KSB’s presence is seen throughout India with its Established

network & dealers a focused efforts are needed to market the sewage

submersible pumps for getting wide spread availability & reach making the

branch offices & dealers self sufficient to offer the required sales & after

sales support to end users.

Promotion :-

Promotional decisions :-

Integrated Marketing Communication with channel partners & OEM’s needs

to be established ,advertising – special efforts are required to be made in

below areas.

1. Advertising

2. Sales promotion

3. Public relations

4. Personal Selling

5. Publicity

6. Supportive Communication

7. Direct MarketingCHAPTER 5

Review of literature :-

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Market Research ( research design ) by G. C. Beri

Bibliography :-

Magazine refered

Water World Everything about Water

Water Today

Water Digest

Websites Refered

www.adb.org ( Asian Devlopment Bank )

www.worldbank.org.in ( World Bank website )

www.kbl.com ( Kirloskar Brothers website )

CHAPTER- 6

Research Design :-

Research design is the plan ,structure , & strategy of investigation

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conceived so as to obtain answers to research questions & to control

variance .

The blueprint of the collection , measurement & analysis of data .It aids the

scientists in the allocation of his limited resources by posing crucial choices – Is the blueprint to include experiments, interviews observation, the analysis

of records ,stimulation or some combination of these ? Are the method of

data collection & the research situation to be highly structured ? Is an

intensive study of a small sample more effective than a less intensive study

of a larger sample ? Should the analysis be primarily quantitative or

qualitative ?

According to Green & Tull

A research design is the specification of methods & procedures for acquiring

the information needed. It is the over all operational pattern or framework of

the project that stipulates what information is to be collected from which

sources by what procedures.

Types of Research Design :-

There are several ways of studying & tackling a problem. There is no single

perfect design. As such ,the researcher should not wait until he arrives at a

unique & perfect research design. Research design have been classified by

various authors in different ways. Different types of research design have

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emerged on account of the different perspective from which a research study

can be viewed. However a frequently used classification system is to group

research design under three broad categories – explanatory ,descriptive &

casual .

Exploratory Research :- in this research the focus is on the discovery of

ideas .In a business where sales have been declining for the past few months,

the management may conduct a quick study to find out what could be the

possible explanation – the sales might have declined on account of a

number of ineffective advertising ,lack of efficient & trained salesman or

use of the wrong channel of distribution . In such a case an exploratory study

may be conducted to find the most likely cause. It is mainly based on

secondary data that are readily available . It does not have a formal & rigid

design as the researcher may have to change his focus or direction

depending on the availability of new ideas & relationship among variables.

Since the objective of exploratory research is to generate new ideas

,respondents should be given sufficient freedom to express themselves .

Sometime a group of respondents is brought together & a focus group

interview is held. Such an interview may be very helpful provided

respondent shake off their initial inhibition & participate in the discussion

with out any reservations .

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Descriptive studies :-

In this case a descriptive studies are undertaken . There is a general feeling

that descriptive studies are factual & are very simple .This is not necessary

true , descriptive studies can be complex, demanding a high degree of

scientific skill on the part of the researcher.

A format was prepared for study of the dealer in that format all the details

were included including firm all commercial details , including sales tax

details, Central tax no , Tin no , vat no, Excise no Telephone nos of office

with std code nos. Cell phone no , e mail address of the firm , any sister

concern available , if available the firm name , address , bank account details

All the format was discussed with dealer in person & details taken in written

format to submit it to M/s Deutsch Bank.

About 255 dealers are shown their interest for starting the transaction

through N.E.F.T / R.T.G.S. account with company. This will cover about

60 % volume in the available with company.

We are sure that after successful transaction remaining will also preferred to

transact with this facility.

Chapter – 7

Summary & Conclusions

Water supply & water treatment is a focused issues in developing

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countries .All such projects are having prime importance for Government of

India & Indian Society at large . These segments are having wide use of

pumps for water & waste water handling systems . The overall market for

submersible pumps will be huge . The above study represent the presence of

a large & strong potential growth for submersible sewage pumps.

Company has Brand image in country & abroad ,established marketing &

huge dealer network with all the equipped facilities for after sales service in

service stations & technically sound service engineers at every branch

office. Existing customer base in Oil ,Energy & Irrigation sector ,reputation

of Quality & reliability , help company for financial stability & able to think

for future requirements of market , capacity planning ,outsourcing logistic

issues & manpower planning ,training & development for employees to suit

future business environment.

The company needs a to think for wide range pumps of all the product

to cater the big size treatment plant & pumping stations i.e. more than

100 mld pumping stations .

Punjab state was a big hub for KSB product for submersible product in

recent years but M/s LUBI has taken lead in supplying their product &

established in that state . KSB need to check the failure in market.

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U.P.Market is started gearing up from 4- inch to 6 inches & 8 inches.

Branding with proper advertisement need to be done in that area.

The price discount schemes are now started for traded product needs to

extend the same in season time for in house production also.

The company should use the goodwill they have created acquired in other

segments to develop a long term strategy in water & waste water segments as

well . The segment is growing as it will help in a big way for the

development of country & company like KSB who are amongst the leading

manufacturer of pumps, should focus this segment to grow the company

turnover in multiple folds.

KSB needs to complete the range for smallest size to very big size pumps .

With time bigger size plant will be the requirement & in such cases higher

H.P. would be required to be manufactured locally through vendor

development.

The comprehensive strategy should include positioning KSB as obvious

choice for the customers in their projects. A clear segmentation is needed for

the OEM business as the trend offering the big projects on the Turnkey basis

& with the contractor being responsible for O & M for the period of 5 to 7

Years . Capitalizing on KSB’s International image & Local presence is much

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needed a programme for mapping the response by the major OEM’s is also

required.

KSB should use two prong strategy while maintaining good contacts with

existing contractors .They should develop work the specification through

consultants to suit their products & simultaneously meet end users & speak

to them about brand ,network & service back up. All efforts for KSB should

be to move the market things from price to Quality & service which will

help them to increase their share.

As such while preparing this report an extensive study is carried out , many

experts in the field are spoken to & met. However if there would have been

more time available this report could have been improved further.

This research could be further stretched by carrying out a further analysis of

technology developments a co relation between the plant size to pump

capacity. This will help the company to know how the market is shifting for

the size of the plant /pump . This will help the company to develop the new

range of pumps if required before a need arises.

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