PROJECT SYNOPSIS

ON

AN ANALYTICAL STUDY OF MARKETING STRATEGY OF

AMBUJA CEMENT LTD. COMPANY

Submitted in partial fulfillment for the award of the

Degree of

MASTER OF BUSINESS ADMINISTRATION (MBA) COURSE

Specialization in

Operations and Marketing Management

Conducted by

Matu Ram Institute Of Management, Rohtak.

Session 2022-2024

Submitted to: Submitted by:

Dr. Nidhi Dhankar Himanshu

(A.P in MBA Deptt.) MBA 321/22

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 INTRODUCTION OF MARKET :-

The term market is derived from the Latin word “MARCUTUS”

meaning to trade i.e., purchasing and selling of goods. It also means merchandise, traffics,
wares or a place of business. It is because of these different meaning, that this word is used
differently in different context. The term is commonly used in any of the following senses :-

(1) A place where market is held.

(2) An assembly of people buyer and seller.

(3) An area of operation.

(4) An act of buying and selling.

 INTRODUCTION OF MARKETING STRATEGY :-

Marketing strategy is the complete and unbeatable plan designed specially for attaining the
marketing objectives of the firm. The marketing objectives indicates what the firm wants
to achieve, the marketing strategy provides the design for achieving them. It is the
marketing strategy that decides the success at the business unit level which in turn decides
the total corporation’s success. The linkage between marketing strategy and overall
corporate’s success is indeed and vital and in this linkage lies the significance of marketing
strategy. The Marketing strategy consist of analyzing the market and selecting the target
market. Once the target market have been identified, then the market and the consumer
characteristics are identified. The identification of market and consumer characteristics of
the target market will help to finalize marketing mix planning. The market segmentation
and target market are important parts of the entire marketing strategy. Therefore, firms
internal strength, parties weakness and potential would need to be analyzed and whether
these factors would be able to serve the market. These should be seen in long term
prospecting and not on short term planning process.

 INTRODUCTION OF THE COMPANY :-

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 Ambuja Cements Ltd (ACL) is one of the leading cement manufacturing company in
India. The company initially called Gujarat Ambuja Cement Ltd was founded by
NAROTAM SEKHSARIA in 1983 with a partner SURESH NEOTIA. Sekhsaria’s
business acumen and leadership skills put the company on a fast track to growth. The
company commenced cement production in 1986.The global cement major Holcim
acquired management control of Ambuja Cement Ltd in 2006.Holcin today holds little over
50% equity in Ambuja Cement Ltd. The company is currently known as Ambuja Cement
Ltd. Ambuja Cement Ltd has grown dynamically over the past decade. Its current cement
capacity is about 27.25 million tones. The company has five integrated cement
manufacturing plants and eight cement grinding units across the country. Ambuja Cement
Ltd enjoys a reputation of being one of the most efficient cement manufacturers in the
world. Its environment protection measures are on par with the finest in the country. It is
one of the most profitable and innovative cement companies in India. Ambuja Cement Ltd
is the first Indian cement manufacturers to build a captive port with three terminals along
the country’s western coastline to facilitate timely, cost effective and environmentally
cleaner shipments of bulk cement to its customers. Ambuja Cement Ltd has also pioneered
the development of multiple biomass eco-fired technology for generating greener power in
its captive plants. Ambuja Cement Ltd has always met tough challenges and seized the
opportunities that have come its way. It has nurtured the same spirit of enterprise and search
for cutting-edge technology with which it started.
It thus continues to be the driving force and in many ways a bench mark for the cement
industry in India.

 REVIEW OF LITERATURE :-
The review of literature brings clarity and focus to research problem. Some books journals
and other are already available. Research materials will be utilize for research purpose.

 RESEARCH METHODOLOGY:-
A research methodology defines what the activity of research have to proceed, how to
measure progress, and what constitutes success. It can also be defined as a specific and
systematic search for pertinent information on specific topic.

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 “Research is the process of gathering, recording and analyzing of relevant fact about
problem in any branch of human activity.”

 AIMS AND OBJECTIVES:-

(1) To occupy important and benchmarked position in cement industry.
(2) To complete company’s ambitious projects at different locations to
optimize and enhance efficiency.
(3) To promote environment of innovation and excellence.
(4) To strengthen company’s position and enhance footprints in the southern region.
(5) To find out product availability in the market.

 HYPOTHESIS :-
(1) The market position of Ambuja Cement Ltd company is good.
(2) Ambuja Cement facing cut throat competition with rival products.
(3) It creates brand image in customer’s mind.
(4) Dealers and retailers are satisfied in company’s product.

 AREA AND LIMITATION OF STUDY :-

Time limitation was an important aspect. As there is limitation of time and the area of study
is very vast, the researcher has limited her study and is not possible to find out the aspects
of the company.
 SAMPLING:-
A sample as the name implies, is a smaller representative of a large whole. In other word,
a section of the population selected from the later in such way that they are representative
of the universe called sample. A single member of population is referred to as a population
element. When some of the elements are selected with the intention of findings out
something about the population from which they are taken, that group of elements is
referred as a sample and the process is of selection is called “SAMPLING”.

 SAMPLE SIZE :-

SAMPLE SIZE

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 Dealers 3
Retailers 6

 COLLECTION OF DATA :-
There are two sources of data collection:-
 PRIMARY DATA :-
The primary data are those which are collected for the first time and they are original
in character. The researcher will collect the data will be collected by Sampling
Method, Questionnaire Method and Interview Method. The researcher will collect
data by sampling method, questionnaire method and interview method.

 QUESTIONNAIRE METHOD:-
Questionnaire is a printed list of questions sent to the respondents to be returned by
the respondents after filling up the questionnaire.

 SECONDARY DATA:-
The secondary data are those which are already collected by someone for some
purpose and are available for present study. The data will be collected from
Newspapers, Journals, Libraries and Internet.

 DATA ANALYSIS AND INTERPRETATION :-

Once the data is collected, the next step is to analyze and interpret the data of
marketing strategy with a view to receive meaningful information. The researcher
will analyze and interpret the data through tabulation of data collected.

 CONCLUSION AND SUGGESTIONS:-

After conducting the research the researcher will give the result of their study that it is
positively proved or not. The researcher will also give the suggestions for improving the
marketing strategy of the Ambuja Cement Ltd.
 BIBLIOGRAPHY:-

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  Karuna Karan Dr. K. Marketing Management, Himalaya publishing Home Mumbai,
first edition 2007.
 D.C.Kapoor, Marketing and Sales Management, S Chand and Company Limited
Revised Edition 2007.

 WEBSITES:-
 www.google.com
 www.AmbujaCement.com

 MAGAZINES:-
 MBA education and career, edition 2009.

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