A Project Report on Allotment of New Dealership for Universal Construction & Machinery Equipments Ltd.

In Pune District

Submitted To

Yashwantrao Chavan Maharashtra Open University

Dnyangangotri Near Gangapur Dam, Nashik-422222, Maharashtra(India)

Website: www.ycmou.com

Study Center Asian School Of Management (62289)

401 Landmark Center, Pune, Maharashtra 411009

Website: www.asianschoolofmangement.com

Faculty GuideProf. Dr. Rajan Dhamdhere Department of Marketing Management Asian School of Management

Submitted byPradeep Giri (2nd Year) Master of Business Administration PRN No. 2008017000958651

CERTIFICATE

This is to certify that the project work entitled A Project Report on Allotment of New Dealership for Universal Construction & Machinery Equipments Ltd. In Pune District is a piece of work done by Mr. Pradeep Giri, student of Asian School of Management, under my guidance and supervision for the fulfillment of the MBA course, Yashwantrao Chavan Maharashtra Open University, Nashik. To the best of my knowledge and belief the thesis embodies the work of the candidates himself and has been duly completed. Simultaneously, the thesis fulfills the requirements of the rules and regulations related to the YCMOU and I am assured that the project report is up to the standard both in respect of contents and language for being referred to the examiner.

Date:

Signature Prof. Dr. Rajan Dhamdhere Department of Marketing Management

Declaration
I hereby declare that the project report entitled" A Project Report on Allotment of new Dealership For Universal Construction & Machinery Equipments Ltd. in Pune District .is the produce of my sincere effort. This winter internship project report is being submitted by me alone, at the Yashwantrao Chavan Maharashtra Open University, Nashik for the partial fulfillment of the course Master of Business Administration, and the report has not been submitted to any other educational institution for any other purpose.

Pradeep Giri (2nd Year) Master of Business Administration PRN No. 2008017000958651

YCMOU Nashik

Acknowledgement
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At the outset, I offer my sincere thanks to UNIVERSAL CONSTRUCTION MACHINERY AND EQUIPMENT LTD. COMPANY for given me an opportunity to work on the project titled, A Project Report on Allotment of new Dealership For Universal Construction & Machinery Equipments Ltd. in Pune District It is a moral responsibility of each individual to acknowledge the help of each individual who has made my project smoother . First of all I would like to express my gratitude thanks to Mr.Gajanan Metre (Marketing Manager of UCM&EL) who despite his tight schedule spared time for discussions and informed about basic groundwork and direction without whose support, this report would not have been possible. I appreciate him of giving me an option of selecting such a wonderful project. The learning has been immense for me from this project. I am thankful to all employees at Universal construction & machinery equipment Ltd. for providing me all the information and help I required for completion of t0his project. I am highly grateful to the management at Universal construction & machinery equipment Ltd. for giving me this opportunity to work on a dream project and in the process harness myself with the huge learning on all aspects.

Content Sheet

S.No.
1. 2. 3. 4. 5. 6. 7 8. 9. 10. 11. 12 12. 13. 14 15 17 18 19. 20

Contents
Executive Summary Introduction Industry Profile 1. Introduction And History Of Company 1.1 Theoretical Background 1.2 Organization Structure 1.3 Policies 1.4 Success Drivers At Universal 1.5 Competitors Profile 2. Objectives Of Study Hypothesis 3.Research Methodology 4. Data presentation and analysis 5. Testing of hypothesis 6. Limitation of Study 7. Findings of The Research 8. Recommendation Bibliography Appendix Universal Construction & Machinery Equip. Product

Page No.
1 2 4 6 8 11 13 15 16 17 18 19 20 27 29 30 31 32 33 35

EXECUTIVE SUMMARY
I Pradeep Giri felt privileged to be a part of Asian School Of Management, Pune. the brand name . My project title is Allotment of New Dealership for Universal Construction & Machinery Equipments Ltd. in Pune District.

In todays competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. The information regarding the activities of competitors existing in the market so that we can plan our each activity according to that. Also it is necessary to retain the existing customers apart from attracting the new customers. The Project is concern with to determine the Allotment of New Dealership for Universal Construction & Machinery Equipments Ltd. in Pune District. The project included as part of MBA Programme and the Finally the conclusions are drawn based on the data analysis and the findings while preparing the project report.

INTRODUCTION TO THE PROJECT

This study gives a brief detail of my project at the company. As part of our curriculum we had to undergo project which gives us better pr1actical knowledge about the corporate world.

My learning experience with Universal Construction & Machinery Equipments Ltd begins with my joining. My project report contains all the information about my work experience with Universal Construction & Machinery Equipments Ltd

The experience what I have obtained from this company had made me understand various aspects and techniques that can be applied in my future tenure. The purpose of creating this report is to bring out the various view points about the real corporate world and also to build up capability to build up capability to adapt to such environment. This report gives brief about the company profile and the practical experience in the Marketing Department where I have done my project.
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Universal has always envisioned itself, built its foundations and focused its energies and working towards growing beyond just another sound manufacturing company from India. Universal have always brought them to reach International standards, raise global benchmarks in technological breakthrough and set even more respectable quality bars in competitive success stories. Universal, an ISO 14000, ISO18000. certified company, is engaged in selling wide range of world class construction equipments backed by excellent after sales service. It is situated in Pune, one of the top industrial towns of India and considered to be the Oxford of East and just around 150 Kms. from Mumbai, the commercial capital of India. This company established 1975, employee more than 1000. Head office at: Universal Construction Machinery & Equipment Ltd. Universal House, Warje Naka, Pune - 411029.Maharashtra, India.

INDUSTRY PROFILE
Construction Industry is one of the most booming industries in the whole world. This industry is mainly an urban based one which is concerned with preparation as well as construction of real estate properties. The repairing of any existing building or making certain alterations in the same also comes under Construction Industry. This industry can be categorized into three basic categories namely:1. Construction involving heavy and civil engineering -The construction of large projects such as bridge, road, etc comes under this category. 2. General construction - The construction works that involve building of real estate ones such as residential or commercial real estate assets, etc. 3. Construction projects involving specialty trades- Construction works that involve building up of specialized items namely, electric related works, works on woods, etc. Today, India is the second fastest growing economy in the world. The Indian construction industry is an integral part of the economy and a conduit for a substantial part of its
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development investment, is poised for growth on account of industrialization, urbanization, economic development and people's rising expectations for improved quality of living. In India, construction is the second largest economic activity after agriculture. Construction accounts for nearly 65 per cent of the total investment in infrastructure and is expected to be the biggest beneficiary of the surge in infrastructure investment over the next five years. Investment in construction accounts for nearly 11 per cent of Indias Gross Domestic Product (GDP). 239.68 billion is likely to be invested in the infrastructure sector over the next five to 10 years in power, roads, bridges, city infrastructure, ports, airports, telecommunications, which would provide a huge boost to the construction industry as a whole.

INDUSTRY SEGMENTS REAL ESTATE INFRASTRUCTURE Residential (Housing & Development) Roads Industrial (Industrial Parks, Factories, Plants, etc.) Corporate (Office, Research Centres) Commercial (Retail: Malls, Shops, Showrooms; Hotels; etc. ) Railways Urban infrastructure (improved housing, watersupply and sanitation, schools, universities, health and security, etc.) Ports Airports Power

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CHAPTER 1. INTRODUCTION AND HISTORY OF COMPANY

Universal has always envisioned itself, built its foundations and focused its energies and working towards growing beyond just another sound manufacturing company from India. Universal have always brought themselves to reach International standards, raise global benchmarks in technological breakthrough and set even more respectable quality bars in competitive success stories. Universal, engaged in selling wide range of world class construction equipments backed by excellent after sales service. It is situated in Pune, one of the top industrial towns of India and considered to be the Oxford of East and just around 150 Kms. from Mumbai, the commercial capital of India. This company stabilized 1975, employee more than 1000. The Universal Group, an ISO-9001:2000 Company, is among Indias leading engineering conglomerates. A major player in construction and material handling equipment industry, Universal has emerged as a one- stop-shop for providing end-to-end solutions for the construction industry. ln the three decades of its evolution. Universal has become more than one of lndia's largest engineering companies. lt has been a pioneer of new technology, a prime mover at every stage, introducing products and technologies that helped take the construction industry a giant leap forward. The state-ofthe-art facilities of Universal have rolled out over a million construction and material handling 11

equipment for its high profile, quality-conscious clients all over the world. World-class manufacturing practices coupled with relentless focus on research and development, have brought Universal today in the league of premier corporate entities in India. After achieving pan India presence, we are now aiming at the global market. Our products conform to high standards of technology, performance and durability. The key to our future growth lies in innovative products supported by excellent after-sales services, strong financial systems and controls and increased dealer penetration.

1.

Vision To be the largest selling construction manufacturing company beyond boundaries by meeting the world class standard through strong R&D efforts, sophisticated manufacturing equipments, strong after sales support and global reach.

2.

Mission Universals quest for reaching the pinnacle in technology based construction solutions is powered by an even greater desire to be socially responsible, to conduct business in superior service values and to provide consistent innovations for a better life.

3.

Universal at a Glance: For over 3 decades, Universal, an ISO certified company has been catering to the specific need of business. With huge investments in its infrastructure, strong R&D extensive range of superlative products, wide spread sales and service network and global reach, Universal, endeavors to provide world class construction equipments backed by fully equipped integrated manufacturing process. In over 25 countries, Universals high production capacity plant in conjunction with heavy export is helping thousands better their lives. Widespread Network, Customer Delight, Innovative Solution, State of the art infrastructure, Strong R&D; the five elements defining excellence epitomizes Universal. Harnessing technology to its maximum potential and shaping imagination into reality. Universal continues to give mechanization a whole new dimension and help better lives across the globe.

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4. 5.

3 manufacturing units spread across 25 acres

50 different types of equipments

6. Export to more than 25 countries 7.

Machines manufactured every hour

1.1 THEORETICAL BACKGROUND:As is India, Universal will also grow on to cover the world in its offerings of advance construction solutions, proficient sales network and a professional pedigree that will always stay Indian at heart. Universal has lined up massive National Expansion blueprint. It has decide to build assembly units in 5 locations across India; besides these support offices, Universal gears up fast, towards growth by putting up a new plant at Shivane, on the Pune-Bangalore highway. This ultra-modern assembly shop boasts of world-class machinery and equipments, aligned on process and system designed to cater to export-oriented product manufacturing requirements.

After sales, Universal Priority:

To ensure that experience of super-sales stay that way for the customer, Universal has worked out an innovative concept of Service van with inbuilt workshop facility to be able to visit customers onsite and service all and any concern related to the equipment or technology at work. We have been successful in not just stopping at sales, but extending the service by providing, Annual Maintenance Contracts arguably first time in India. 13

 Success beyond the Seas:

Universals success of late has been more international. Extremely well received exhibition participation at Bauma 2004 & Bauma 2007- Germany and such other networking opportunities have accentuated Universals growth and shape it into a globally competitive company of India. Universal now has an expanded, all spruced up Special Import Export Division to cater to the requirements of clients from abroad. Universal with its growing demand for export and having 20% export share of its present turnover.

International Expansion:
The effervescent encouragement that Universals Export division is getting is beyond imagination. Post Bauma and the ever-increasing enquiries for the vast range of products and alliances; Universals export now contributes in excess of 20% of the overall company turnover. This has naturally boosted Universals international flight plans and quickened the pace of setting up its Sales and Service offices at initial stages in the international markets. Universals global footprint includes international offices in Dubai, Germany.

First in India, CIDC approved, fully fledged Training Institute

Universal Constriction Machinery training center is being started to provide various types of of skill based and knowledge based training service to the construction equipments & machinery operators and later stage Project Manager related to the selection, operation maintenance and optimum use of equipment. Training Center is being started in association with Construction Industry Development Council, and organization set up by Govt. of Indias planning commission. State-of-the-art center is located at 2nd plant of universal at Shivane. It has all the facilities like Library, Audio-Visual aids, Course Material, Computers, Internet etc.

State-of-the-art Infrastructure:

Highly competent in-house manufacturing facilities adhering to international standards in conjunction with fully equipped integrated manufacturing processes ensure that Universals indigenously developed construction equipments suit all on-site requirements. The premium quality product help build superior constructions thereby enriching business.

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Innovative Solution:

Combining high-precision components with reliable and robust design, universals product basket offers an extensive range of efficient, user-friendly, versatile and economical customized equipments like concrete batching plants, concrete Mixers, Mini Dumpers, Passenger/ Material Handling Lifts, Works Platforms & Hanging Platforms.

Strong R & D

With strong investments backed by highly qualified and experienced technicians, Universal keeps innovating, updating and driving its R&D to continuously upgrade the present products and develop new products and concepts to enhance construction standards.

Widespread Network:

Easy access and reliable after-sales service is guaranteed with Universals strategically located bureaus and sales & Service associates spanning national and international spheres. Besides catering to the growing demands of its products, Universal aims to extend this commitment by globally expanding its marketing network.

After Sales Support:

Universal doesnt just build business; it builds relationships. It is Universals acute understanding of your requirements that helps build trust and the value added support right from order to delivery and service, assures that the experience of super sale stays with the customers.

Business division
Universal has structured its business division in healthy ways, so as to ensure adequate focus on national as well as international business. Their recent distinctions in winning overseas awards have more than justified the Special Import Export Division, catering to interests of the international trading community.Their national business is equally streamlined and functionally aligned to stay flexible to market needs, proactively sense business potential and always remain two steps ahead of their competition, in serving customer segments. Qualified and experienced team of experts & in house division of sales, marketing & after sales completes the powerful form of their organization.

Specialization Product Technology & Expertise:

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Universal believes in using technology and technique to their optimum and harness their potential by investing in high yielding infrastructure, vitalizing Research and Developments faculties and well designed assembly shop floor and go downs to house such sophisticated machineries. Not only because best quality inputs guarantee best quality outputs in the form of world class products and components, but also because such encouraging working facilities and safety systems motivate people to bring our their fullest. People, who are an organizations strongest and most valuable resource, thus contribute their best for the best.

Research Development & Design:

Universal considerers R & D as its backbone and has to its credits indigenously developed products to suit all site requirements. Rigorous efforts are made to upgrade the present products and to develop new products and concepts, which will eventually improve construction standards and ease business process.

1.2 ORGANIZATION STRUCTURE: The following is organization chart of Universal Construction Machinery. Chairman Managing Director General Manager Asst. General Manager

Finance Dept.

Production Dept.

Marketing Dept.

Sales & Purchase Dept

Personnel Dept

A systematic & well-defined organizational structure plays a vital role & provides accurate information to the top-level management. An organization structure defines a clear-cut line of authorities & responsibilities among the employees of universal Construction. The Organization structure of 16

Universal Construction is well-arranged structure. At a glance a person can completely come to know about the organization structure. Universal Construction is leaded by the director under him five branches viz. Factory, Marketing, Accounts, Purchase, Human Resources Department. Marketing department has regional senior marketing manager and under him there is a regional manager. This department takes care of the marketing aspects of Universal Construction. Accounts department takes care regarding accounts i.e. day-to-day work. Under the accountant there is one clerk. Purchase department takes care regarding the purchase of raw materials and many other things. Factory department has a separate general manager under him there are four braches viz. Quality, Production, Stores and Distribution. This department takes care of the factory work.

Factory setup:

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Fig: Manufacturing Facility at Universal Situated 50 Km from Pune on the Mumbai Bangalore National Highway, Universal is equipped with modern and sophisticated factory setup to produce world-class high quality construction equipments. Universal has in house manufacturing facilities such as modern machines shop, sheet metal shop, fabrication shops, assembly line, pain shops etc. All the machines manufactured are thoroughly checked by Quality Assurance Department and backed by strong after-sales service department. The sophisticated factory has also won award for the best factory. Universals strength lies in its experienced and highly qualified team of engineers and staff, devotes and skilled workers.

1.3 POLICIES:Quality Policy: To provide products conforming to national standards and meeting customers requirements to their total satisfaction. To continually improve performance and effectiveness of quality management system by setting and reviewing quality objectives for: Customer Satisfaction Cost Effectiveness

Energy Policy: To reduce to the maximum extent possible the consumption of energy without
imparting productivity which should help in: Increase in the profitability of the company Conservation of Energy Reduction in Environmental pollution at energy producing areas

Since Energy is Blood of Industry, It is the responsibility of all of us to utilize energy effectively and efficiently

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Environment Policy: To ensure: Clean, green and healthy environment Efficient use of natural resources, energy, plant and equipment Reduction in emissions, noise, waste and greenhouse gases Continual improvement in environment management

Compliance of relevant environmental legislation

Health & Safety Policy: To ensure good health and safe environment for all concerned by: Promoting awareness on sound health and safe working practices measures Complying with all applicable legislations and regulations Continually improving health and safety performance by regularly setting and Identifying and minimizing injury and health hazards by effective risk control reviewing objectives & Targets

Human Resource Policy: Universal are committed to Empower People Honour individuality Non discrimination in recruitment process Develop Competency Employees shall be given enough opportunity for betterment None of the person below the age of 18 years shall be engaged to work Incidence of Sexual Harassment shall be viewed seriously Statute enacted shall be honoured in letter & spirit & standard Labour Practices shall be followed. Every employee shall be accountable to the law of the land & is expected to follow the same without any deviation Management will appreciate observance of Business ethics & professional code of conduct.

Supply Chain Management:

There are two types of Networks: Trade and Non-Trade Networks 19

Non-trade Network

Govt. Non-trade For govt infrastructure building Govt. Housing Projects Airports Cement Roads Bridges Dams Canals These are all bulk requirements

Private Non-trade - for Group housing / retail housing - Contractors projects on behalf of govt. - Any industrial projects taken up by the private sector like bridges, roads etc.

2. Trade Network:
Company Handling Agent Stockiest Retailers Consumers

1.4 SUCCESS DRIVERS AT UNIVERSAL COMPANY

People as Progress Drivers: Universal Company believes that what is present in the minds of people is more valuable than the assets on the shop floor. All the companys initiatives are directed to leverage the value of this growing asset. Teamwork: Universal Company leverages effective team working to generate a sustainable improvement. Leaders at Every Level: Universal Company believes in creating leaders -not just at the organizational apex but at every level, resulting in a strong sense of emotional ownership. Culture of Innovation: Universal Company believes that what is good can be made better -in the organization. Customer Focus: Universal Company is committed to deliver a superior quality of product at affordable prices.

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Shareholder Value: Universal Company is focused on the enhancement of value through a number of strategic and business initiatives that generate larger and a better quality of earnings. Community and Environment: Universal Company community concern extends from direct assistance to safe and dependable operations for its members and the environment. Lowest Cost to high cost of Production: Universal Company product start from Rs. 5000 to Rs. 4000000, this company has different type of price level for different product.

Exhibition: Universal is a responsible corporate and key stake holder in the construction industry. Universal Construction Machinery has initiated a series of participation in various industry associated exhibitions like Bauma 2004, Bauma 2007, Constro, Excon 2005, Excon 2007, and Accetech 2006, Accetech 2007.

Award: Bharat Vikas Award Vastu 96 and Mega Expo 96 Buildmat 95 Constro 97, Constro 2000. WQC International Star awards in the Gold category by B.I.D.in Europe.

1.5 COMPETITORS PROFILE

o GCI Exports Private Limited: Manufacturing, supplying and exporting pallets or base

rings, headers or top rings, headers rings, frp ring, joint rings, pallets rings, joint rings, concrete pipe machinery, concrete pipe forms, box culvert and foundry services.Address: # 98 B & C, 2nd Phase, Jigani Industrial Area Anekal Taluk, Bangalore - 562 106, India o K. Engineers, Hyderabad: Engaged in supplying construction machinery, industrial

construction machinery like hand operated cranes, special purpose cranes, grabbing cranes, goliath 21

cranes, industrial trolley, semi gantry crane, portal gantry crane, jib cranes and electric hoist.Address: 9-33/34, Lingala Complex Dilshuk Nagar, Hyderabad - 500060, India o K Tech Machines : Manufacturer and bulk suppliers of construction machinery,

construction equipment, concrete block making machine, mobile vibrator, manual double block vibrator, single block chain type vibrator. Also supply hand operated vibrator and mobile vibrator.Address: S.F.No.315/1D, Muthusamy Industrial Estate, Sanganoor Road, (Ganesh Theatre Opposite), Jayaprakash Nagar North, Ganapathy, Coimbatore - 641 006, India o Tinytech Udyog: Manufacturing and exporting concrete mixers, industrial concrete mixer,

full bag concrete mixer, half bag concrete mixer and diesel engine concrete mixer. Also offers tyre retreading plant and sugarcane crusher.Address: Plot No. 2648/ Road H, Kranti Gate, GidcMetoda, Rajkot - 360 021, India o Machines and Equipment Company: Manufacturer of construction machines that

includes concrete block making machines, vibrating mixers, concrete mixers, mixer mullers, earth rammers, sand screening machines, vibratory plate compactors, paving block making machines.Address: No-103 Annaippa Second Street, Nallapalayam, Ganapathi, Coimbatore - 641 006, India

CHAPTER 2

OBJECTIVES OF STUDY

The first and foremost step in the marketing research process consists of identifying the need of marketing research then the identification of problem and opportunities underlying the problem. The necessity of proper identification of marketing problem cannot be over emphasized. It is therefore rightly said that problem properly defined is half solved. 22

The main objective in this project is to get practical knowledge about market condition Universal Company and dealers face.

OBJECTIVE OF THE STUDY:1. The aim of the project was identify dealers who are interested to take dealership for this company product. 2. To get the practical experience of industrial environment. 3. To get a good insight of Universal Company. 4. To understand the significance of various criteria for dealer recruitment.

HYPOTHISES
1. To expand the business and to meet the expanding needs of customers it is necessary

and important to allot new dealership for Universal Construction & Machinery Equipment Ltd. to meet the growing needs of customers in Pune District.
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2. Selection and appointing of dealers require thoughtful long term planning. 3. Based on above the Company can achieve its sales targets.

CHAPTER 3

RESEARCH METHODOLOGY

This section of the project emphasizes on the procedure used to accomplish the project. To accomplish the project some data have been collected. The data collected is basically of two types: 24

1. Primary Data 2. Secondary Data Primary Data: Primary data generally means those raw data or data structures that are collected first hand & have not had any previous meaningful intertretation. Hence data will be collected through observation method & through personal interviews with Cement, Steel, Sanitory & Paint dealers. Research Design: For this structured interviews will be conducted. Sampling Method: For the structured interview I have selected dealer as per their business convenient. Sample Size: The total sample size will be 20.which will include agency & dealers. Sample Area: The interview will be conducted at Warje, Hinjewadi, Pirangut in Pune.

Secondary Data: Any data which have been gathered earlier for some other purposes are secondary data. For the current research, Secondary data from various internet website (Google, Yahoo, Ucmeindia.com) and magazines will be collected. (Examples: Universal product browser, Universal magazine)

CHAPTER 4

DATA PRESENTATION AND ANALYSIS

For the purpose of analyzing the raw data it is summarized into a master table from this table the results have been carried out. The questions, which are alternative choices, are analyzed by taking percentage. In case of other questions, mean score and percentage have been calculated, the question 25

for which there are specific answers the range is clubbed and percentage has been calculated. In case of exploratory questions the general suggestions have been summarized. Research Process consist a series of action or step necessary to effectively carry out research and the desired sequencing of the steps. Topic: - Allotment of New Dealership for Universal Construction & Machinery Equipments Ltd. In Pune District ANALYSIS OF DATA:The data obtained then the surveys were analyzed through graphs. The datas collected were expressed in percentage from where expressed graphically. INTERPRETATION AND PRESENTING REPORT:- Conclusions were drawn after analyzing the datas and finally a report was prepared. 1. What Types of firm it is? Option A. Proprietary B. Partnership C. Limited Respond 70 % 25 % 5%
Types of Firm

Partnership 25%

Limited 5%

Proprietary 70%

Interpretation: - Above graph shows that 70 % respondents belongs to Proprietary firm . and 25% respondents belongs to Partnership firm and 5% respondents belongs to Limited company. 2. Presence of Organization in the market. Option A. 5-10 Years Respond 60 % 26

B. 11-20 Years C. 21-30 Years D. 31 Years

20 % 15 % 5%

Presence of Organization in the Market

31 Years < Abov e 5% 21-30 Years 15%

11-20 Years 20%

5-10 Years 60%

Interpretation: - Above graph shows that 60 % firms have presence in the market from 5 to 10 years, 20% firms have presence in the market from 10-20 Years and 15% firms have presence in the market from 21 to 30 Years. 3. Which Segments Company is in? Option A. Industrial C. Construction D. Other Respond 60 % 10 % 5%
Type Of Firm

B. Manufacturing 25 %

Construction 10%

Others 5%

Manufacturing 25%

Industrial 60%

Interpretation: - Above graph shows that 60 % firms are from industrial sector, 25% firms are from manufacturing sector, 10% firms are from construction and 5% firms are from Other sectors. 27

4. Turnover of the company? Option A. 5-10 Cr. Rs. B. 11-15 Cr. Rs. C. 16-20 Cr. Rs. D. 20 Cr < Respond
60 % 20% 15 % 5%
T r o e o T eC m a y un v r f h o p n
2 C.< 1 r 5 %

1 -2 C 6 0 r 1% 5

1 - 5C. 11 r 2% 0

5 0C -1 r. 6% 0

Interpretation: - Above graph shows that 60 % firm have turn over between 5-10 cr., 20% firm have turn over between 11-15 cr , 15% firm have turn over between 16-20 cr. and 5% firm have turn over 21 cr. Above. 5. What is the turnover for last three years? Option (Rs.) A. 5 - 10 Cr. B. 11 -15 Cr. C. 16 - 20 Cr. Respond 45% 30 % 20 %

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D. 21 Cr.>

5%

T r o e f r l s t r ey a s un v r o a t he e r

1 - 0C, 2 , 62 r 0 2% 0

2 C ,5 5 1 r .> , % 51 C 4 , -0 r 5 ., 4% 5

1 - 5C., 3 , 11 r 0 3% 0

Interpretation: - Above graph shows that 45% respondents turnover for last three years 5 to 10 Cr. Then 30% respondents turnover for last three years 11 to 15Cr., 20% respondents turnover for last three years 16 to 20Cr and 5% respondents turnover for last three years 21 Cr. Above. 6. Number of employees working in Organization? Option A. 25-50 B. 51-75 C. 76-100 D. 100 > Respond 60% 25% 10% 5%

Number of Employees working in Organization

76-100 10%

100< 5%

51-75 25%

25-50 60%

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Interpretation: - Above graph shows that 60% respondents have manpower between 25 to 50, 25% respondents have manpower between 51-75., 10% respondents have manpower between 76 to 100 and 5% respondents have manpower 100 above. 7. Do you want to take Dealership? Option A.Yes B. No Respond 25% 75 % Response of Dealership
Yes 25%

No 75%

Interpretation: - Above graph shows that 25% respondents having annual turnover 20 Cr above. shown interests in dealership, and 75% respondents having annual turnover between 10 to 20 Cr. shown no interest in dealership. 8. Do you Know brand construction equipment? Option i. Universal Construction ii. Deccan Equipment iii. Hitachi construction iv. Other Respond 25 % 25 % 20% 30%

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Brand Awareness

Other 30%

Universal Cons. 25%

Hitachi Cons. 20%

Deccan Euip. 25%

Interpretation: - Above graph shows that 25% respondents aware about brand of Deccan Equipment,25% respondents aware about brand of universal Construction, 20% respondents aware about brand of Hitachi construction and 30% respondents aware of other brand. 9. Have you already got any dealership or agency relating to construction machineries? Option A. Yes B. No. Respond 10 % 90 %
Existing Construction R elating Dealers
Yes 10%

N o 90%

Interpretation: - Above graph shows that 90% respondents are not existing construction machinery dealers,10% respondents are existing construction machinery dealers. 10. Are you satisfied with the existing dealership? Option A. Yes B. No. Respond 95 % 5% 31

Satisfied with the exisiting Dealership

No 5%

Yes 95%

Interpretation: - Above graph shows that 95% respondents satisfied with the existing dealership ,5% respondents not satisfied with the existing dealership. 11. Do you want to take Dealership of universal equipments? Option A. Yes B. No. Respond 25 % 75 %
Interest shown in Dealership

Yes 25%

No 75%

Interpretation: - Above graph shows that 75% respondents not take Dealership of universal equipments, 25% respondents take Dealership of universal equipments

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CHAPTER 5

TESTING OF HYPOTHESIS

To expand the business and to meet the expanding needs of customer it is necessary

and important to allot new dealership for Universal Construction & Machinery Equipment Ltd. to meet the growing needs of customer in Pune District.
Infrasructure project com parison of Pune
40 35 30 25 20 15 10 5 0

%increas of e project

2008-09

2009-10 Year

2010-11

2011-12

The above hypothesis is proved to be right as infrastructure project comparative analysis shown above indicates every year there is 5-10% increase in infrastructural project in Pune

33

and cater to these needs of UCMEL have to expand business by appointing more dealers in Pune District. Selection and appointing of dealers require thoughtful long term planning.

The above hypothesis proved to be correct as data analysis reveals that customer initially show interest and wiliness for dealership, however for having a long term relation of those people with the company , a thoughtful long term planning is necessary.

Based on above the Company can achieve its sales targets. The above hypothesis proved to right, if company appoints more dealers in Pune district

and implement long term strategic planning for those dealers then, company will definitely achieve its sales targets as the dealers will be having more loyalty to the company.

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CHAPTER 6

LIMITATION OF STUDY

A)

Time period of the project was too short, which may not be enough to understand

the whole market. B) C) Sample size (20) of project was too small as compare to total area covered. Respondent hesitate to give true response to question.

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CHAPTER 7

FINDINGS OF THE RESEARCH

1. Most of proprietary are interested in dealership of Universal Construction 2. Most of the company have five to ten years of presence in the market 3. Most of companies surveyed are from industrial sector. 4. Most of the company surveyed have annual turnover between 5 to 10 Crore. 5. 45 % of the companies surveyed have 5-10 Crore turn over for the past three years. 6. 60% of the companies surveyed have manpower between 25-50 employees. 7. 75% of the companies surveyed shown no interest in dealership of the construction equipment.

36

8.

Most of the companies are aware about major player in the construction equipment sector.

9. 10% customers are existing dealer of construction related equipments. 10. 95% customer are satisfied with existing dealership. 11. 25% customer showing interest for UCMEL dealership.

CHAPTER 8

RECOMMENDATION

Advertisement : The Ads on TV or on other media must be according to perception of customer and Universal should make Advertisement which directly hit the target market

Price: Price is the most effective elements of product. Therefore Universal has to concentrate on price to sustain in competitive advantage.

Old Customers: Company must give attention to old customers because they make word of mouth publicity for product of a company. And thus could help generate sales.

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Service Channels: This is most important area to attract the customer so Universal must increase their channels and should provide more authorized dealers.

Regular Contact with Customer: We should be in touch with customers always by giving them calls in regular intervals so they can feel that they are also part of the company and it definitely increases the goodwill of company.

After Sales Service: Universal should expand their networks through providing franchise to service stations. By this we can reduce the rush and time taken for services and customer also feels better.

Bibliography

Marketing Management (12th Edition) by Philip Kotler UCM&EL Prospectus. Product Browser. Indian construction web directory. Webliography 1. www.google.com 2. www.yahoo.com 3. www.ucm&el.com 4. www.uceindia.com 5. www.wikipedia.org/wiki/universal

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APPENDIX
Questionnaire
Name of the dealer.. Location. Contact number 1. What Types of firm it is? A. Proprietary ( ) C. Limited ( ) B. Partnership ( )

2. Presence of Organization in the market A. 5-10 Years C. 21-30 Years [ ] [ ] B. 11-20 Years D. 31 Years > [ ] [ ]

3. Which segment company is in? A. Industrial [ ] B. Manufacturing [ ] 39

C. Construction [ ] 4. Turnover of the company. A. 5-10 Crore Rs. ( ) C. 16-20 Crore Rs. ( )

D. Others

[ ]

B. 11-15 Crore Rs. ( ) D. 20 Crore < Rs. ( )

5. What is the turnover for last three years? A. 5-10 Crore Rs. ( ) C. 16-20 Crore Rs. ( ) B. 11-15 Crore Rs. ( ) D. 21 Crore < Rs. ( )

6. Number of employees working in Organization? A. 25-50 ( ) B. 51-75 D. 100 > B. No ( ) B. Deccan Equipment ( ) D. Other ( ) ( ) ( ) C. 76-100 ( ) A. Yes ( )

7. Do you want to take Dealership? 8. Do you Know brand construction equipment? A. Universal Construction ( ) C. Hitachi construction ( )

9. Have you already got any dealership or agency relating to construction machineries? A. Yes ( ) B. No. ( ) If Yes, How is response of customer toward other companys product? 10. Are you satisfied with the existing dealership? A. Yes ( ) A. Yes ( ) B. No. ( ) B. No ( ) FEEDBACK FORM A. What is your opinion about Universal Products? 11. Do you want to take Dealership of universal equipments?

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B. Are you confident to capture more clients based in Pune for Universal Product? C. Do you want give any suggestion about universal Product and Services?

Universal Construction & Machinery Equipments Product

Universal company launched 52 products in entire world. And they got very good response from customer. Universal product export South America, South Africa, Middle East, Asia.Universal Construction Company has 34 popular Products. This are. S N. 1 2 3 4 5 Product Reversible drum mixer (RM 1050). Reversible drum mixer (RM 800) Diesel & Electrical Operate. (CE Mark Machine) On wheel concrete batching plant. (1st time 30 Cu.M/Hr. batching plant on wheel) Concrete batching plant with inline feeding system. (Quick erection within 48 Hr.) Concrete batching plant with Universal feeding system. (Less foundation cost) 41

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34

Pneumatic feeding system for (RM 800E) Mini dumper (1 Ton, 2 Ton). (4x4 Wheel Drive) 10/7 Cft generation next model. (Inbuilt Digital Weighing) 10/7 Cft concrete mixer. (Mechanical Hopper 200 Lts.) (5000+working worldwide) 10/7 Cft concrete mixer (Without Hopper 200 Lts) 7/5 Cft concrete mixer (150 Lts.) (Easy to Shift) 5/3 concrete mixer (hand/ Electrical) Tower Host (200 Ft/60 Ft height) (With Safety lock unit) Slab trolley Tbt (With 100 ft. Rails) Sand metal batch controller. Needle vibrator Wheel barrow. (Double wheel) Wheel barrow. (Single wheel) Hyd. Block laying M/c (Output : 3200 Blocks/ 8hrs.) Autoramming block M/c (Output: 800 blocks/ 8hrs.) Vibro block machine (Output: 640 blocks/ 8hrs.) Manual block machine (Output: 400blocks/8hr) Bar bending machine (32 &42 mm) (Electro Hydraulic power) Bar cutting machine (32 & 42mm) (Electro Hydraulic power) Earth compactor Concrete / Asphalt saw cap (90/110 mm depth) (Most Economical) Rotary sand screening machine. (Manually Operated) Vibratory sand screening machine. (Attached with eccentric vibrator) Sand washing machine (4 & 6 Cum/ Hr.). (Screw churning action to wash sand) Mini crane (200 & 500Kg.) (Column clamped for more safety) Compression testing Machine Passenger/ Material Lft (Up to 150 meters.) (VFD with 3rd brake for more safety) Works platform (Up to 100 mtrs) (more platform area for easy movement of labor) Hanging platform

10/7 Cft Concrete Mixer with Mechanical Hopper

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Batching Plant With Planetary Mixer

Dealer Format

Interest S No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Dealers Name Vaishnavi Sales & Services Bipin Engineering Satyam Industries Atharva Engineering services Poona Pressing Pvt Ltd Tejus industries Cosmos sales corporation Shree engg enterprises Shubham Engineers Bharat Engineers Sarson enterprises Sonai Machinery & Steel Traders Mehta Steel Syndicate Industrial & Airpower Accessories Bhumi Enterprises National Earth Movers Rock Compact Constro Developers Aman Enterprises Poona Pneumatic Company Location Warje Pimpri Hinjewadi Pirangut Warje Pirangut Hinjewadi Warje Pimpri Hingewadi Pirangut Pirangut Hingewadi Warje Pimpri Chinchwad Hinjewadi Pirangut warje Pune City Turnover 5 Cr. 10 Cr. 8 Cr 10 Cr. 15 Cr. 11 Cr. 20 Cr. 15 Cr. 10 Cr. 15 Cr. 10 Cr. 20 Cr. 15 Cr. 13 Cr. 8 Cr. 15 Cr. 10 Cr, 15 Cr. 10 Cr. 15 Cr. Manpower 20 26 35 40 45 25 45 30 25 35 20 45 25 20 25 30 20 30 25 40 Show No No No Yes Yes No Yes No No No No No No No No No No Yes No Yes

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