Professional Documents
Culture Documents
CONTENTS
Chapter 1 – INTRODUCTION...........................................................................................6
1.1 Company Overview.........................................................................................................6
1.2 Growth.............................................................................................................................7
1.3 Stanley Platform..............................................................................................................8
1.4 Awards & Recognition...................................................................................................11
1.5 Brands Accquired..........................................................................................................12
1.6 The India Story..............................................................................................................13
1.7 Valued Customers..........................................................................................................16
2.2.1 Products.....................................................................................................................23
2.2.2 Intelligent Assist Devices (IADs)..............................................................................................23
2.2.3 Engineered System Applications...............................................................................................24
2.2.4 Threaded Fastening Applications.............................................................................................24
Chapter 5–............................................................................................30
5.1 Flow chart......................................................................................................................30
5.2 Scope of Study................................................................................................................30
5.3 Limitation.......................................................................................................................31
5.4 Steps Involved................................................................................................................32
Chapter 8–Recommendaion......................................................................48
Chapter 9–Bibilography...........................................................................50
Chapter 10–Annexure.............................................................................51
10.1 Questionnaire..............................................................................................................51
10.2 Hand Tool Standard....................................................................................................56
ACKNOWLEDGEMENT
My summer project at Stanley Works India (P) Ltd., proved out to be a good learning
experience for me. In these two months of my project with Stanley Works India (P) Ltd., I was
able to gather a lot of information about the hand tool market and in particular how about entering
new markets and finding the suitable path to tap these new markets.
I would like to thank Mr. Kuldeep S. Bhardawaj as he found me credible enough to work for
Stanley Works India (P) Ltd. and selected me for a challenging project and guided me throughout
the project at each and every step, thus was able to complete my project successfully.
A special thanks to Mr.Naren Kumar, for his valuable guidance that was of great help during the
My sincere thanks to Madam. Sreeja Bhatacharya faculty, CUIM, Bangalore for constantly
EXECUTIVE SUMMARY
This study covers the business potential of Stanley Hand Tools mainly in the Bangalore region.
The study started with gaining knowledge about the industries in and around Bangalore and their
needs and requirements vis-à-vis hand tools. This was done by making daily visits to different
manufacturing units across Bangalore city. It was also observed that the driving forces behind
procurement of tools across the industry were more or less the same.
Further a study on the comparison of different brands of hand tools available in the market was
undertaken. The comparison was done on the basis of quality, ease of use, brand awareness,
On the basis of the observations, certain recommendations are sighted at the end of this report.
Some important one’s are- use of e-marketing, having a marketing calendar and sticking to it,
If implied, a few of these suggestions may offer a low-cost solution to the brand awareness
problems we face and harness more sales in the coming years to give us an opportunity to expand
Chapter I: INTRODUCTION
In 1930, Stanley invented the tape rules. Stanley tools have built nearly every home, school,
church and hospital in America. Stanley Air tools build nearly every car and truck made in North
America. Millions pass through Stanley Automatic Doors each day.
With products sold in more than 130 countries, the Stanley® brand is recognized worldwide. From
crisis comes OPPORTUNITY. The chance to emerge BETTER than ever before. By remaining
committed to our guiding PRINCIPLES. And TRANSFORMING a LEGACY established over a
century ago. Today’s Stanley is lean, flexible, diverse, and focused on long term GROWTH.
Today’s Stanley is READY for tomorrow.
1.3: Stanley Platforms.
A) Consumer Tools.
A world leader in the design, development and delivery of tools, Stanley brings to market the
strongest and most innovative tools available. With thousands of products on the market and
hundreds introduced each year, Stanley develops the tools consumers need to get the job done.
Key Brands
Stanley®, Proto®, Husky®, Vidmar®, ZAG®, MAC®, Jensen®, Contact East®, Bostitch®,
Atro®, Cobotics®, LaBounty®, Innerspace®
Product categories
Industrial hand tools and tool boxes, professional and industrial mechanics tools, electronic
diagnostic tools, pneumatic fastening tools and fasteners, hydraulic tools, shearers, breakers and
crushers.
B) Security Solutions.
An industry powerhouse with a global footprint, Stanley Security Solutions builds on Stanley’s
development of the first automatic door with integrated solutions
that provide wall-to-wall security, including doors, hardware,
software and service. Stanley’s Security Solutions protect
buildings, airports and institutions all over the world.
Key Brands
Best® Access, Blick®, cj rush™, Frisco Bay™, HSM Electronic Protection Services,
Integrator.com™, ISR™ Solutions, Sargent & Greenleaf™, Safemasters®, Senior Technologies™,
Stanley® Access Technologies, Stanley® Hardware
The Stanley Security Solutions Product Group offers a wide array of electronic security products,
mechanical security products, integration software, and installation and support services for a
diverse set of industrial, institutional, and commercial facility applications.
Electronic security, access and safety products manufactured and tested to the industry’s highest
standards for functionality and long life. Applications include schools, banks, retail stores,
hospitals, government agencies, manufacturing facilities, colleges and universities, and utilities, to
name a few.
Mechanical security products include patented keying, customized masterkey systems and
quality door and lock hardware. These combine to supply customers with mechanical access
control that is cost-effective and efficient.
C) Industrial Tools
With our powerful professional tools, Stanley’s Industrial Tools Group delivers big tools for big
jobs. Recognized as leaders in Industrial Tools, our family of brands builds everything from cars
and trucks to roofs and floors.
Key Brands
Stanley®, Proto®, Husky®, Vidmar®, ZAG®, MAC®, Jensen®, Contact East®, Bostitch®,
Atro®, Cobotics®, LaBounty®, Innerspace®
Product categories
Industrial hand tools and tool boxes, professional and industrial mechanics tools, electronic
diagnostic tools, pneumatic fastening tools and fasteners, hydraulic tools, shearers, breakers and
crushers.
Both the Gold Golden Hammer for the Hand Tools category and the Business to Consumer
Communications awards are the highest awards in their category. For the Innovator of the Year
award, Stanley was voted number one in new product innovation across all 36 product categories.
1.5: Brands Acquired.
Our innovative Consumer and Industrial products help people utilize their skills, express their
creativity and realize their visions on work sites around the globe. Brand names include Stanley®,
FatMax®, Husky®, Goldblatt®, Bostitch®, Jensen®, Mac®, Proto®, La Bounty®, Vidmar®,
CST®, David White® and ZAG®. Our Security Solutions brands include Stanley®, Best®,
Blick® and Frisco Bay®.
The most popular product category is hand tools. The tools, which are operated by hands, are
known as hand tools. Hand tool products include a broad category of hand tools. Hand tool
products are broadly used in all type of industries. Today technology has become highly advanced
but still the importance of hand tools products cannot be ignored. In fact hand tool products are the
backbone of all the industries; no matter how advanced are the machines and technology used
there. No industrial process can be executed without using hand tools.
As machine can never replace importance of mankind the same way automatic tools can never take
place of hand tools. The use of hand tools is must in every kind of industrial job but sometimes it is
not promptly noticeable. Even if the entire process is executed by automatic tolls and machine,
then too hand tools are required for additional jobs like packing, finishing etc. Furthermore the
efficient working of machine is also dependant on hand tools. Hand tools are essentially required
for repair and lubrications of machines.
Apart from this they are widely used for home repairs, garages, electrical appliances etc. A kit full
of primary hand tools products may be easily found at any home. Hand tools are used to execute
very complex as well as simple tasks. Screwdriver is such a common hand tool product, which is
the part of every engineer’s tool kit as well as in every household. Spanners, screwdrivers, pliers,
clamps, riveters, wrenches etc., are used for tightening and riveting the various screws etc.
Hand tool products are designed to carry easily. That’s why every vehicle has its own set of hand
tool products. It can be used in time of any breaking of machine where one does not find any help.
Hand tool is a savior in time of need. A kit of hand tools products is like a first-aid box for
machinery.
India has a competitive advantage in the hand tool industry compared to other countries because
of easy availability of raw materials, entrepreneurship skills and skilled labor at competitive
wages. The hand tool industry as a whole is witnessing a shift of manufacturing base from
traditional manufacturing countries in Europe and Taiwan to the developing world and this is a
good sign for India to benefit. There has been an average growth of 17% per annum of the hand
tool market in India for the last 7 years.
• Energy intensive industry: Apart from being a labor intensive industry, this industry is
also an energy intensive one. It is estimated in a recent study that in most economies adoption of
energy efficient processes and technologies can yield in energy savings of up to 30 to 50%.
2.4.3: Cleaning
One of the driving force for change in hand tool has always been to make cleaning easier. For
proper functioning and durability of hand tools, it is necessary keep them clean after usage. In
most cases, the latest designs go for flexible handles which can be removed and cleaned
separately as both the handle and the tool blade are of different materials.
2.4.4: Hand Tools Standards
With the rapid advancement and expansion in the global trade, standardization of various
products is very necessary. The standards given to various products help in expanding
international trade which in turn bridges the quality gap between the manufacturers, suppliers
and buyers of different nations. In hand tools as well, standards play a vital role.
Assembly Technologies Product Group provides solutions to the global assembly market,
including the motor vehicle industry. Core solutions include high-performance DC electric and
pneumatic tightening tools and controllers, conventional pneumatic articulating arms, torque
tubes and Intelligent Assist Devices for ergonomic material handling.
Tightening torque capacity ranges from 0.5 to 2000 Nm and above. Tool geometries include
straight, pistol, angle, hold & drive, crowfoot and tubenut outputs. Different levels of torque
control, fit assembly requirements ranging from the most critical, such as safety related vehicle
components to non-critical. Network systems enable plant-wide real-time assembly monitoring
including statistical charting, trace analysis, remote tool configuration and hardware diagnostics.
With Cobotics products, Stanley Assembly Technologies leads the growing global market for
Intelligent Assist Devices (IADs). Engineered to dramatically improve the productivity, quality
and ergonomic safety of assembly operations, IADs are computer controlled, servo powered lift
assist devices that assist workers in lifting and manipulating heavy and awkward parts.
A highly skilled direct sales force works directly with major customers and supports distributors
in all world areas. Assembly Technologies sales engineers and distributors are qualified to
analyze customer applications and propose the ideal selection of assembly and material
handling components. Technical Service employees support customers from Assembly
Technologies offices and regional locations. Other services offered by Stanley Assembly
Technologies are:
• Field service
• Training for customers’ support personnel
• Design consultation for special systems
• Maintenance programs
• Telephone support,
• Spare parts and repair,
2.5: Products:
1) Thread Fastening.
i. Torque Equipment
ii. Standard Nut Runners
iii. Small QPM Tools
2) Engineered Systems
i. Articulating Arm
ii. Fixtured Tools
3) Material Handling
i. Trolley
ii. Lift
2.6: Intelligent Assist Devices (IADs) are a new generation of computer controlled, servo
powered assist devices that allow seamless collaboration of a human operator with computer-
controlled machinery, delivering superior speed and precision in material handling. IADs are
analogous to power steering for material handling. Providing an improved method for moving
heavy or difficult to handle loads, these systems are poised to revolutionize the ergonomic
handling industry, bringing unprecedented levels of productivity, quality and ergonomic
safety to manual processes.
A two spindle DC electric has adjustable bolt centers that can automatically change the
tightening torque level for each centers' dimension.
Tool Positioning System for Cylinder Head Bolts
A Stanley Tool Positioning System uses a single QPM DC electric tool to sequentially tighten
26 cylinder head bolts. This is a lower cost alternative to an additional multiple spindle system.
The tool is mounted on an articulating arm with a PLC that monitors the tool position and tool
parameter settings.
Wheel Bearing End Play Tool
A special wheel bearing end play tool automates the tapered bearing assembly operation.
Four Spindle Blocker Beam
A four spindle fixtured multiple enables fastening of the 8 bolts for the blocker beam in two
operations.
Shear Bolt Tool
Assembly of tension control fasteners that have an integral controlled shear section for
installation without the use of torque-controlled nut runners.
2.8:Threaded Fastening Applications
The projected was executed in such a way that it is complete to the maximum extent covering all the
aspects and thus arriving at a suitable conclusion to meet the objective of the project. Few
recommendations were also suggested to the company, which can help the organization to grow
further and penetrate faster into the new markets.
4) Sampling Plan
3.2.1:Data Sources
Primary Research: most of the data in this project was through primary research conducted in
industries. It was done completely through personal interviews, though a prepared questionnaire was
used as guide line and which was later filled summarized.
Secondary Research: Latest information available on internet about various industries and dealers
was also used apart from the data got through primary research, so as to have a good study of the
hand tools market in Visakhapatnam and Kakinada.
Approaching Customers/Industries:
– Getting permission into an industry would complete almost 50% of your job as it would give is
the platform to know about their operations.
– Get the details of the persons as many as possible in the industry
– Spend your maximum time in the industry, so that you would know what is their work
environment i.e., whether they are using quality products, how much of their operations are being
done by contractors, what is their hand tools purchase quantity and frequency of purchase, etc.
– Also try to find out how the process of purchase takes place, which might be different for
different departments.
• To find the hand tools purchaser’s needs and the expectation on hand tools.
• To find the feedback about Stanley Assembly Technologies and take corrective action thereby
ensuring better business development.
• To identify potential customers and new plants where business development can truly happen
Chapter V: RESEARCH
Two types of information are required for doing Multi Dimensional Scaling. The first type of
informational requirement pertains to those that are requires to measure the dependent variable
which in this case is customers intention to buy.
The second type of information required pertains to the independent variable. The independent
variables being considered in this case are price, brand, quality, durability, reliability, discount,
warranty, availability, breakage and comfort.
This research was Multiple Cross- Sectional in nature as: Data collection was done only once from
only one sample of the population (Purchasers and end users). The research involved very less of
secondary data then the primary data. This was due to the fact that the accuracy of the research was
to be kept high. Moreover, the research was done on the currency basis i.e. it was done for the
current situation.
• The first limitation could be the fact that Expert opinion. Depth interview and all the
Descriptive study were conducted on a sample size of 40+. Though these techniques were conducted
to unearth it still could be limited.
• Next limitation would be the fact that the sample size of 40+. More the sample size more
detailed study would be.
• The sample taken for creating the model included people from various industries in Bangalore.
• The conclusions made are based on the data collected from the sample size. So the conclusion
are based how truthfully the people entered the data.
These were some of the limitations identified during the course of my research
questionnaire. And another set of likert scaling were used to determine the most important and least
important of an issue in a questionnaire. The scale was designed with five response categories as
shown below.
1---Strongly disagree
2---Disagree
3---Neutral (Neither disagrees nor agrees)
4---Agree
5---Strongly agree
1---Most important
2---Important
3---Neutral (Neither important nor unimportant)
4---Less important
5---Least important
The questionnaire when framed was carefully done to avoid complex words. In circumstances where
such words could not be avoided, explanations were given for the respondents to understand easy.
The ambiguous words or sentences were also avoided. Each section of the questionnaire had an
initial explanation of how to answer the questions. An example was also given for easy
understanding of filling the questionnaire. Important instructions were highlighted in bold letters to
improve the vision and for a quicker understanding of the instructions by the respondent.
The questionnaire was altered twice based on the opinion of the internal guide. The corrections were
made and then it was tested amongst the respondents. The respondent didn’t have any problem in
understanding the questionnaire and answering it.
5.4.6 Designing questionnaire
Based on the results obtained from the descriptive study and using scaling method the final
questionnaire was prepared and administered to the respondents.
5.4.7 Deciding the sample size
The sampling technique used for the research was more of a stratified random sampling. This is
because of the customers who were all possible to meet were selected. The sampling was done as
mentioned above due the lack of time to get data.
As the market research was done to B2B market the sample size was taken as 40. The data was
collected from purchase managers and end users. Certain care was taken to avoid errors of history as
the consumers were all contacted at the place of location. The other errors were either avoided or
even though present it was cancelled out due to the presence of the same with other brands.
5.4.8 Data collection
Data was collected from both purchase managers and end users using stratified random sampling.
The researcher went to each of them and conducted a depth interview, which takes almost 10
minutes. The sample was about 40 potential customers for SAT
The data for the questionnaire was collected directly and through e-mail from purchaser mangers and
end users. The data was collected from most of all industries in Bangalore. Using the data collected
by the researcher was able to come with factor analysis to see whether the factors are really related
to the buying decision.
5.4.9 Analysis of the data collected
All the data collected was fed into a database created in Microsoft Excel especially for this purpose.
The various tools and functions available on excel were used for necessary calculation. Bar graphs
and pie charts were generated to make the interpretation of the results easier. SPSS software was
used for the purpose factor analysis.
Data analysis model is econometric model and was planned to be done with the statistical tool SPSS.
The data was got mainly in the likert scale for this purpose. The various tools and functions available
on Excel were used for necessary calculations. Bar graphs and pie charts were generated to make the
interpretation of the results. SPSS software was used for the purpose of factor analysis.
CURRENT BRAND
East Everes Ambik
Company ==> Taparia
man t a
No. Of
Respondents 20 8 7 5
==>
Our study reveals from the above table and pie chart that about 50% of the respondent
industries are using Taparia tools and about 20% by Eastman. As a competitor we can tap the
segmented audience using these taparia tools in case of sockets as our prices are much cheaper
than the other tools which we can use this as a penetration strategy.
From the above frequency table it is revealed that about 37.5% of the industries purchase
hand tools half yearly, 47.5% of the industries purchase annually and 15% once in two years. This
concludes company should constantly focus on the market to grab the opportunity.
The above chart clearly indicates that around 44% of the dealers procured hand tools
directly from the company, 37% of them import those directly from the company and the
remaining 19% get it from regional distributor. This also indicates that they have a very good reach
in the market as they are able to get the items imported directly or from the regional distributors
though not very frequently but at least once in 6 months as required by their foreign clients.
df 66.000
Sig. .000
Kaiser-Mayer-Olkin
A measure of whether your distribution of values is adequate for conducting factor
analysis. A measure >.9 is marvellous, >.8 is meritorious, >.7 is middling, >.6 is mediocre, >.5 is
Miserable and unacceptable. In this case it is middling.
Bartlett’s test of Sphericity
Correlation Matrix
Correlation
E Pric Perf Cust C
Qu ase e Avail Main orm Functi omiz omp
alit Dura of wort abili tena Relia anc Desi onalit abili actn
y bility Use hy ty nce bility e gn y ty ess
Quality 1.000 .291 -.117 -.224 -.086 -.090 .204 -.236 .398 -.205 -.019 .250
Durabili
.291 1.000 -.365 -.129 -.217 .226 .342 .249 .600 -.453 .098 .112
ty
Ease of
-.117 -.365 1.000 .336 .107 .011 -.152 .125 -.468 .481 .135 -.152
Use
Price
-.224 -.129 .336 1.000 -.195 -.045 .137 .231 -.114 .241 .362 .127
worthy
Availabi
-.086 -.217 .107 -.195 1.000 .159 -.133 -.104 -.221 .240 -.176 -.126
lity
Mainten
-.090 .226 .011 -.045 .159 1.000 -.043 .012 .138 -.120 -.039 .245
ance
Reliabili
.204 .342 -.152 .137 -.133 -.043 1.000 .101 .300 -.203 .244 .069
ty
Perform
-.236 .249 .125 .231 -.104 .012 .101 1.000 .018 -.177 .288 .053
ance
Design .398 .600 -.468 -.114 -.221 .138 .300 .018 1.000 -.536 .025 .012
Functio
-.205 -.453 .481 .241 .240 -.120 -.203 -.177 -.536 1.000 .285 -.102
nality
Customi
-.019 .098 .135 .362 -.176 -.039 .244 .288 .025 .285 1.000 .061
zability
Compac
.250 .112 -.152 .127 -.126 .245 .069 .053 .012 -.102 .061 1.000
tness
This Scree plot’s the Eigenvalues on a bicoordiante plan. It is used to select how many
factors to rotate to a final solution. The traditional construct for interpretation is that the Scree
should be ignored and that only factors on the steep portion of the graph should be selected and
rotated.
Component Matrixa
Component
1 2 3 4 5
Price
-.285 .718 .007 .104 -.156
worthy
Availability -.324 -.418 .308 .083 .598
Maintenanc
.166 -.043 .813 .279 .182
e
Reliability .435 .417 -.242 .069 .381
Performanc
.075 .593 .370 -.435 -.040
e
Design .819 .041 -.067 -.060 .167
Functionalit
-.760 .128 -.153 .289 .246
y
Customizab
-.065 .745 -.121 .126 .276
ility
Compactne
.237 .184 .303 .694 -.432
ss
The rotated factor structure is displayed next. Note that due to the selection of the sort by
size option, the factor loading are sorted in two ways. Firstly the highest factor loading for each
factor are selected and listed in separate blocks and secondly within each block the factor loading
are sorted from largest to smallest. The numbers in each column are the factor loading for each
factor, roughly the equivalent of the correlation between a particular item and the factor.
SOURCE OF INFORMATION
General Special
Specialis In Friends
newspap Sales exhibiti
Parameter t local or
ers or Repsentat on or Others
s magazin outle colleagu
magazine ive Semina
es t es
s rs
No. Of
Responden 3 3 18 3 5 8 0
ts ==>
Much of the information about the hand tools was obtained from the local outlets. Hence,
better visibility must be done through magazines, newsletters and through special exhibitions and
seminars, as they carry a meager 20%. Better promotional campaigns and brand awareness
programs must be carried out.
MARKET SHARE
Stanley
Company Atlas Assembly
IR
==> Copco Technolog
y
No. Of
Respondents 12 24 4
==>
IR is better penetrated in the assembly technologies market (60%) compared to other brands like
Atlas Copco (30%) and SAT (10%). Atlas Capco subsequently followed IR in tapping the assembly
technology market. SAT’s presence has slowly been improving across major industries and has a huge
potential to tap the market in the near future.
APPLICATIONS
Engineeri
Thread Material
Period ==> ng
Fastening Handling
Systems
No. Of
Respondent 13 18 9
s ==>
Engineering Systems is identified as the major application across the industry segments (45%)
followed by Thread Fastening related applications. There is a huge scope in the material handling
segment for SAT with a wide variety and highly sophisticated equipment being available. SAT can
surely emerge as the best fastening solution provider in the near future.
AWARENESS OF
STANLEY ASSEMBLY
PRODUCTS
Response
Yes No
==>
No. Of
Respondents 24 16
==>
60% of the people across the industry segments are aware of the Stanley as a brand. It is
mainly known for the range of applications and operational efficiency which act as the major
differentiators when compared to IR and Atlas Copco.
It can be interpreted from the above table that the satisfaction levels across the various assembly
technologies are moderate and there by SAT with its wide range of applications and operational
efficiency has a edge over its competitor. SAT thus has a huge potential in addressing these needs
and thereby delivering desired satisfaction levels.
EXPANSION PLAN
Period ==> Yes No
No. Of
Respondents 57.5% 42.5%
==>
57.5% of the respondents (People across the industry segments) are leaking out for expansion
plans. Example: Toyota “New Plant” and “Training Centre” “Tetra Vectra” for SAT to tap these
expansion plans thereby ensuring better “Business development and positioning of SAT”
58% of the respondents are planning for expansion roughly in 2 years down the line. Example:
Toyota. Other Plants Example: Tetra Vectra have their expansion plans 1 year down the line (42%).
Much of the “Expansion Plans” of the companies are a hold due to the Recession factor.
Based on my experience and research conducted, I have identified that the major issue
concerning us is that the brand Stanley is the least visible in the industry compared to our
competitors. I have the following recommendations which I have divided as short term and long
term implementation to face the current situation.
Short Term:
1. Newsletters: By creating our own email newsletter, we could send out industry news and tips to
suspects in our market. Since we will be on your prospects' minds more often than our competition,
eventually, our sales leads will turn into actual sales. Articles about latest trends in tools industry,
helpful solutions and how Stanley plays a helpful role.
2. Customer feedback: It’s important to get feedbacks from our existing customers on a regular
basis. This can be done by asking them how is their product performing, and if any problems, be
ready to offer a solution. This way we build a good relationship with our existing customers. Small
questionnaires through e-mails, or visits to the plant to see if customer is satisfied.
3. Create a marketing calendar and keep it consistently: Scheduling marketing activities that
take place weekly, bi monthly, monthly and quarterly will help us to avoid sudden planning or
having ineffective seminars. And, by doing so, marketing will become easier since it becomes a
regular part of our business life. Regular seminars, for example once a month or once in two months,
every 2nd Saturday. This will help the industry relate brand Stanley with an info provider and just
another company trying to sell its expensive products. Plus it will be like a ritual followed by Stanley
and keep the employees motivated and on their feet.
4. Leaf Lets & Brochures: Equip the sales man with enough amount of product catalog, brochures
and leaflets which he can leave at customers place.
5. Freebies: Provide customers with freebies like table calendar or year book, which the customer
uses and Stanley stays at top of mind recall.
Long Term:
1. Internet Marketing: Pay per click, Social networking sites, blogs, links, search engine
optimization. These are inexpensive ways to make the Stanley brand visible, which we have not used
yet. Sites like Facebook, LinkedIn etc are being used extensively by the biggest of companies, so
what is stopping us from capitalizing the huge potential of such cost-free marketing. This will also
help spread brand awareness before Stanley plans to increase its operations in India.
2. Increase the number of Sales Team: Presently the sales team for Karnataka operations has only
two dealers and one BDE, hence this BDE has a hurricane task to cover the entire state which is
highly impossible. Thus Stanley should increase strength of its sales team.
3. Build a referral team: Good referral team involves existing satisfied customers, vendors,
distributors, some retailers, auxiliary services like service personnel who can suggest usage of
Stanley Tools for better performance and less break down maintenance and other technical issues.
4. Local Office setup: A well organized local office setup is recommended to streamline the
operations. The local employees, distributors and dealers will have a common place to have their
periodic meetings, which will ensure identifying loopholes, potential business areas and strategizing
further steps at regular intervals.
– www.stanleytools.com
– www.infoengineers.com
– www.industrialtools.in
– www.wikipedia.com
– www.agelessmarketing.com
– www.marketingprofs.com
– www.hand-tools-manufacturers.com/handtools-publications.html
– http://www.hti.org/0410HTIStandards.htm
– http://www.hand-tool-manufacturers.com/suppliers/
– JÖNKÖPING INTERNAT IONA L B U S I N E S S SCHOOL
– http://www.learnmarketing.co.uk/consumer.htm
– Company Manual
Chapter X: ANNEXURE
10.1 QUESTIONNAIRE
We would like to know your views and opinion on the Stanley Hand Tools and
Assembly Technology, as a part of our survey.
Part A - General:
1. What is the approximate annual turnover of your company?
_____________________
________________________
_______________________
4. What is the amount of special purpose hand tools in the total purchases?
_______________________
5. How do you rate the existing hand tools on the following parameters
Parameters (Very Poor) (Very
1 2 3 4 Good)
5 6
7
Quality \
Durability
Ease of Use
Price worthy
Availability
Maintenance
Reliability
Performance
Ergonomically
Design
Functionality
Customizability
Compactness
(Highly (Dis-satisfied)
Satisfied)
1 2 3 4 5 6 7
3. Material Handling
4. _______________
(High 5 (Dis-
ly satisfied
Satisf 2 3 4 5 6 )
ied)
1 7
Part D - Response:
1. Are all your queries and doubts be satisfied when a Stanley works
Salesman visits you?
Yes No
Yes No
Address:
Phone number:
Email Id:
Designation:
Thank you.