study to measure market potential for l&t

8/13/2019 Study to Measure Market Potential for L&T

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Presented By : Mimoh Tyagi

Enrol . No . A30101912014


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This project wascarried out at

Distributorof L&T Electricals

Pvt. Ltd, Gurgaon

The duration of the project was two monthsfrom 3rd June 2013 to 3rd August 2013.

My project workwas to find outsales potential &market positioningof L&T ElectricalsPv.t Ltd. Products.

To find new business opportunities and

creating a database which will be a valuablesource of information for sales department toact upon to increase L & T Electrics marketshare.

Main Highlights


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Primary

To measure out the marketpotential.

Market positioning of L&T

Electricals Pvt. Ltd. India .

Secondary

To find out new businessopportunities.

To find the obstacles and compareexisting system used by the

companies

OBJECTIVESThis project aims at identifying the new areas of the real estate

development and then finding the sales potential for the electricaldistribution products for these new construction projects in and around

the Gurgaon.


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Delhi & NCR Market.

Mainly Gurgaon Area

SampleSpace

Random SamplingSamplingtechnique

150 projects

Residential & commercialSampling

Size

Primary-Collected through survey by interviews andquestionnaires.

Secondary-Collected from internet, magazines, etc.

Data

Collection

RESEARCH DESIGN


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Presently, the domestic electrical equipment industry size exceeds ` 1.20 lakhcrore (US$ 25 billion) with the share of generation equipment (boilers, turbines,generators - BTG) being about one-fourth and that of T&D being three-fourth ofthe total.

The domestic EE industry contributed 1.4% to the nations GDP in 2011-12 and10.0% to the manufacturing GDP.

The industry provides direct employment to about 0.5 million persons andindirectly to about 1 million persons.

The entire value chain would account for a total employment of over 5 millionpersons.

Industry Overview


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The domestic industry is now by and large geared up to meet the current and

future demand of the power and other sectors of the economy.

The industrys share of exports is about 1.5% of the countrys total exports,whereas its share of imports is about 3.2% of the total imports

The government plans to increase power generation capacity from 200 GW in

2012 to about 400 GW by 2022 with commensurate T&D capacity enhancement, Indian EE manufacturers have to meet demand of such huge capacity addition,

but also that of metros, airports, railways, other infrastructure projects andincrease in domestic consumer demand too. Per capita electricity consumption inIndia in 2011-12 was 879 kilowatt hour (kWh), less than one-fourth the globalaverage.

Future Needs


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Founded: in 1938

Today: Asias leading Engineering and Construction Company

Export growth: Over 60%

Int. Partners: 153 strategic relationships & 12 Joint Ventures with global leaders

Profits : 17.88 billion - fourth quarter of the financial year 2012-2013.

Resources: 34 000 people in 130 offices around the globe

Head Quarters: Mumbai, India

Businesses: Construction Services Engineering & Construction Projects Heavy EngineeringElectrical & Electronics

Company Over view


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World Operations


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Products

Power Gear

Control Gear

Meters & EnergyManagementsystems

Building Electricals

- Final DistributionProducts


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SWOT

S

T

RE

N

G

T

H

S

Has strong mainframe capabilities.

A broad portfolio of infrastructure related offerings.

Is capable in performing infrastructure management work that iscommonly bundled with application management like production

systems support, database management, and server monitoring.

Has 5 offshore infrastructure delivery centers located in Baroda,Bangalore, Mysore, Chennai, and Powai.


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W

EA

K

N

E

S

S

Weak presence in Globaldelivery management.

Weak help desk threatens

to invite new clients.

SWOT


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O

P

PO

R

T

U

NI

T

Y

Telecom infrastructure management.

Mainframe management capabilities will

give opportunity to L&T-to go for largeinfrastructure deals and hosting biz.

SWOT


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T

HR

E

AT

S

Paucity of certified staff to

support and disaster recoveryofferings may become threatin long term for its expansion

program in Europe to supportmission-critical work

SWOT


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Type of project No. of projects

Residential 115Commercial 20Township 15

Total projects surveyed 150

DATA ANALYSIS


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Total Projects Surveyed


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Percentage Market Share

Company Name Percentage Market Share

L & T Electric 18%

Siemens 22%

L & T 15%

Legrand 20%

Others 25%


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PROJECTNAME

Totalnumberof flats

T/RKVACapacity

MVComponents ValueCircuitBreakers

LVCircuitBreakers/LVComponentsValue

LV CBFinalDistributionsMCB/RCCB/DBs

SwitchSockets

Total Market Potential

-Residential Projects


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THE TOTAL SALES POTENTIAL FOR THE ELECTRICALDISTRIBUTION PRODUCTS IN THE RESIDENTIAL

BUILDINGS IS 5,298 LACSMEANS APPROXIMATELY53 CRORES.


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ProjectName

TotalBuilt uparea inlacs Sq.Ft.

MV

ComponentsValueCircuitBreakers

T/RKVACapacity

LV

CircuitBreakers / LVComponentsValue

Busduct /Busriser Value

EnergyMetersValue

LVCBs atFloorLevel

LV CB

FinalDistributionsMCB/RCCB/DBs

SwitchSockets


- Commercial Projects

612 924 769180

522 769 956

Total

in(lacs)

4,734


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The total sales potential for the electrical distributionproducts in the commercial products is 4,734 lacs

means approximately 47 crores


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- Township Projects

PROJECT

NAME

Total

numberof flats

T/R

KVACapacit

y

MV

Components Value

Circuit

Breakers

LV

CircuitBreakers

/ LV

Compone

nts Value

LV CB

FinalDistributio

ns

MCB/RCC

B/DBs

Switch

Sockets

380.385 765 845.3 5071.8

Total 7,062


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So the total sales market potential for the electricaldistribution products in the township projects is

7,062 lacsmeans approximately 71 crores



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TYPE OF THE PROJECT NO. OF PROJECTS

SURVEYED

MARKET POTENTIAL

( IN CRORES )

Residential 115 53Commercial 20 47Township 15 71Total 150 171

At a glance..


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Completion Stage of Projects

Present

status of

the

project

Reside

ntial

Comme

rcial

Town

ship

Total

Just

started

36 8 10 54

Half

Complete

d

58 8 3 69

About to

complete

21 4 2 28


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Area ResidentialProjects

Commercial Projects Township Projects

Dharuhera 17 1 1Sector 78Gurgaon

12 1 -Sector 60Gurgaon

09 1 2Sector 70 A 08 - -Sector 85 14

3

-Sector 108 07 - 4Sector 58 08 8 3Sector 112 07 - 1Sector 80 06 2 1Sector 48Faridabad

10 - 2Sector 108 10 - -Sector 70 07 4 1Total 115 20 15

FINDINGS

1.There are some high potential areas around the Gurgaon

where most of the new construction projects are going on.


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2.Most of the electrical distribution product manufactures are providingthe builders, electrical consultants, electrical contractors with theirpromotional materials.

3.In most of the cases the decision regarding the procurement of theelectrical distribution products is taken by the Builders in consultationwith Electrical Consultants and Electrical Contractors.

4. Most of the construction projects in the city are under taken by very fewreputed electrical consultants and contractors for the designing and

execution of the electrical distribution system.

5. This projects has provided with the data of the different ongoing andupcoming construction projects in different new areas of the city so thereis need to workout on this data to improve the sales.

FINDINGS


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This project have provided the details of the potential growingareas with the number of ongoing and upcoming construction

projects in Gurgaon. Sales efforts should be directed to tapthese potential areas. Most of construction projects in the city are under taken by very

few reputed electrical consultants and contractors for thedesigning and execution of the electrical distribution system.These people play very important role in the selection of theelectrical distribution products to be used for the projectsundertaken by them. L & T should direct the sales effortstowards these people to improve the sales. This project hasprovided the details of such prominent electrical consultantsand contractors in Gurgaon .

SUGGESTIONS


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In Delhi & NCR there are often exhibitions on the real estate. Apartfrom the builders featuring their new projects, most the buildingmaterial suppliers takes part in such exhibitions. In such

exhibitions L & T through its distributors should actively take partas a buildings material supplier featuring their different productsto meet the requirements of the various construction projects.

In most of the reputed construction companies the procurement ofthe electrical distribution products is looked after by an ElectricalPurchase Manager so should approach these people with thepresentations, corporate brochures explaining the L & T products.

SUGGESTIONS


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Most of the construction companies looks for the sole supplierfor their electrical needs. L&T Electricals Pvt. Ltd. Being thesupplier for the electrical distribution products shouldapproach these construction companies to secure the order forall their electrical distribution product requirements.

Presently L&T Electricals Pv.t Ltd.is concentrating on existingcustomers. L & T should approach the electrical consultants andcontractors, Builders other than their existing customers. Bydoing so L & T will improve a lot on their sales.

SUGGESTIONS


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All the construction projects can be categorized as per their present

status as follow: Just started

Half completed About to complete

The significance of approaching the projects which has been juststarted is to secure the future orders.

The significance of approaching the projects which are halfcompleted is to achieve immediate sales as these projects urgentlyrequires the final and medium voltage electrical distributionprojects.

In case of the projects which are about to complete, thesignificance of approaching them is to secure the order for themedium voltage though they have purchased the final electricaldistribution products from some other company.

SUGGESTIONS


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THANK YOU

study to measure market potential for l&t

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