Backup

Only available on StudyMode
  • Download(s) : 100
  • Published : March 7, 2013
Open Document
Text Preview
EXECUTIVE SUMMARY

EXECUTIVE SUMMARY:-
As a compulsory part of M.B.A programme every student has to undergo in plant training for 58 days in an organisation in functional area like marketing, finance, human resource, production, system etc. The main aim of research is the orientation of student to industrial environment. I got an opportunity to carry summer internship in “MYK Laticrete India Pvt Ltd, Pune. The company deals with the products used in the construction and infrastructure development. Major products focused in the project are

1) Adhesive
2) Grouts
These products are utilized in the real estate industry and have a huge prospect in the developing Pune region with increase in the population.

. My area of research is in marketing so company posted me in Pune which is regional office of pune. For conducting research on topic “study of myk laticrete presence in builder segment and against it’s competitor in selected cities of pune”. The main reason for choosing this topic because finds out the potential of our product presence in builders segment in different geographical and economical market in PMC & PCMC region. With the help to prepare an effective marketing strategy, a company must study competitors as well as actual and potential customers. Marketers need to identify competitor’s strategies, objective, strengths, and weaknesses. In this project I had analysis the main competitors of MYK Laticrete India Pvt Ltd .by conducting market survey in PMC or PCMC in pune region and collect data with the help of questionnaire which had filled by contractors who engaged in which company.The questionnaire was based on different parameters to judge and understand the consumer satisfaction level and determine the best possible strategies which could be used to against competitors & attract customers. The research carried out in this project was descriptive in nature. The study was aimed at knowing the various parameters for the satisfaction level of consumer regarding myk Laticrete product.

INTRODUCTION OF THE PROJECT:-

INTRODUCTION OF THE PROJECT:-
PROJECT TITLE- A STUDY OF MYK LATICRETE PRESENCE IN BUILDER SEGMENT AND AGAINST IT’S COMPETITOR IN SELECTED AREA OF PUNE Primary Objective:-
* To study the awareness of myk laticrete in builder segment selected area of pune * To find out the presence of adhesive and grout (In Builder Segment) against its competitor in specific area of Pune. * To analyse competitors strategies, objectives, strengths and weaknesses.

Secondary objective:-
* To study the buying pattern of contractors in different attributes specific area of pune. * To find out the market opportunities in the field of adhesive and grout. * To study the availability of competitor’s brand in this segment. * To find out the drawbacks and limitation in the present scenario of MYK LATICRETE PRODUCT.

Importance of study:-
Considering our need for innovation, our customer orientation and our search for excellence, we value people with good interpersonal skills who are good team workers, open to other cultures and, ready to change things. We expect high commitment from our people. Integrity, loyalty, honesty, reliability and respect for people are essential values for MYK laticrete people to embrace. We want people who have the ability and the desire to develop their skills and who are open to education and training. Location: - Pune

Duration of the project - 58 days

THEORETICAL BACKGROUND

THEORETICAL BACKGROUND:-
MARKET PRESENCE OF MYK LATICRETE IN BUILDER SEGMENT.
Market presence is the total level of sales achievable in market assuming that every presence customer in that market is buying, that they are using the product on every possible occasion. Market analysis service help you know the economic opportunity available to you in any geographic market whether you sell to consumer to business or both market sizing provides intelligence...
tracking img