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Project-Report-On-Marketing-Strategy-For-Bba 2
Project-Report-On-Marketing-Strategy-For-Bba 2
ON
MARKETING STRATEAGY
Submitted to
MAHARISHI DAYANAND
UNIVERSITY
In partial fulfillment of the
requirements For the award of the
degree of
BACHELOR OF BUSINESS
ADMINISTRATION
(INDUSTRY INTEGRATED)
Submitted by
NAME: DINESH VISHWAKARMA
REGN NO. BBA/10/363Use the G00
series ROLL NO.
Guru Gram Business School
Front of CCA School Dhanwapur road laxman
Vihar Gurgaon Haryana 122001
CERTIFICATE
BACHELOR OF BUSINESS
ADMINISTRATION
(INDUSTRY INTEGRATED)
To
Comp
any
certifi
cate
ACKNOWNLEDGEMENT
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6. PROFILE OF ORGNIZATION
Organizational structure
cEO
7. DISCUSSION ON TRAINING
Marketing strategy is a process that can
allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales
and achieve a sustainable competitive advantage
Types of strategies
Pioneers
Close followers
Late followers
Intensification
Strategic Planning
Getting to the Starting Line
BUYER—SELLER RELATIONSHIPS
Development
This customer has always relied on Belter alone for
development work in this product area. However, they
have looked to other sources of supply when
development has taken place. The development process
for a new product can be started either by a government
development contract or by an order from the customer.
Belter acknowledged that it has to stand the costs of this
development in the latter case. The customer has
intimate knowledge of all of Belter's procedures.
Methods of manufacture are agreed in detail and even
the particular production machinery to be used is
specified.
The closeness of the relationship between the two
companies is indicated by the fact that the customer has
approved Belter's quality procedure and accepts their
testing.
Contact Pattern
Interpersonal contacts between Belter and its
UK customer are summarized as
follows:
(1) Formal Contacts
Every six months Technical policy liaison meeting, jointly
chaired by Belter's Technical Director and the customer's
Chief Materials Manager. Every six—nine months
Commercial meeting, Belter's Managing and Marketing
Directors and Sales Manager and the customer's
Purchasing Director and Senior Purchasing Staff.
� Minimize risk
Each FFT group should have a Marketing Plan covering
each commodity based on their own study of the
local market.
Defining the Market and Commodities-
Demand
Is how much consumers are prepared to buy at the market price.
What will you do next, price so low that you lose money
with every client? I didn't think so.
Chances are they loved the sound of it when they got it.
They had every intention of following up with you. But
then just got busy. So your follow up call can make all
the difference in the world and get your foot in the door
... in a very big way. Then it's up to you to DELIVER on
your promise.
8. ANALYSIS
Market Analysis
The size of the market can be evaluated based on present sales and on
potential sales if the use of the product were expanded. The following
are some information sources for determining market size:
government data
trade associations financial data from major players
customer surveys
Buyer power
Supplier power
Barriers to entry
Threat of substitute products
Rivalry among firms in the industry
The cost structure is important for identifying key factors for success. To
this end, Porter's value chain model is useful for determining where
value is added and for isolating the costs.
Trends and emerging channels - new channels can offer the opportunity
to develop a competitive advantage.
Market Trends
Changes in the market are important because they often are the source of
new opportunities and threats. The relevant trends are industry-
dependent, but some examples include changes in price sensitivity,
demand for variety, and level of emphasis on service and support.
Regional trends also may be relevant.
Key Success Factors
The key success factors are those elements that are necessary in order
for the firm to achieve its marketing objectives. A few examples of such
factors include:
Technological progress
There are two main sources of data - primary and secondary. Primary
research is conducted from scratch. It is original and collected to solve
the problem in hand. Secondary research already exists since it has
been collected for other purposes. It is conducted on data published
previously and usually by someone else. Secondary research costs far
less than primary research, but seldom comes in a form that exactly
meets the needs of the researcher.
Based on questioning:
Qualitative marketing research - generally used for
exploratory purposes - small number of respondents -
not generalizable to the whole population - statistical
significance and confidence not calculated - examples
include focus groups, in-depth interviews, and projective
techniques
Quantitative marketing research - generally used to
draw conclusions - tests a specific hypothesis - uses
random sampling techniques so as to infer from the
sample to the population - involves a large number of
respondents - examples
include surveys and questionnaires. Techniques
include choice modelling, maximum difference preference
scaling, and covariance analysis.
Based on observations:
Ethnographic studies -, by nature qualitative, the
researcher observes social phenomena in their natural
setting - observations can occur cross-
sectionally (observations made at one time)
or longitudinally (observations occur over several time-
periods) –