A REPORT ON

A STUDY ON COMPETITIVE BENCHMARKING AND COST ANALYSIS

By Utkarsh Srivastava 1 BSP!""#

I$%r&ssiv& #

A R&%'rt ON

A STUDY ON COMPETITIVE BENCHMARKING AND COST ANALYSIS

By Utkarsh Srivastava 1 BSP!""#

I$%r&ssiv& #

A r&%'rt s()$itt&* i+ %artia, -(,-i,,$&+t '- th& r&.(ir&$&+ts '- PGPM Pr'/ra$ 'IBS Ba+/a,'r&

Dat& '- S()$issi'+ 101A%ri,12!13 Ta),& '- C'+t&+t

Cha%t&r N'4 A)stra5t T'%i5 Pa/& N'4

A)stra5t
The title of my project is Competitive benchmarking and cost analysis. The purpose of my study is to understand the competitive advantage of one company on other confined to market share, geographical coverage, pricing strategy, product range, after sales service, technology, promotion strategy and to understand the various direct and indirect cost involved in housekeeping industry confined to Impressive 9. The study tenure is of 14 eeks starting from !"th #eb !$14 to !%rd &ay !$14. The re'uired data are collected from the competitors of Impressive 9 as ell as by conducting a research through 'uestionnaire ()nne*ure )+, costing data are collected from Company record. ,n the basis of collected data, benchmarking for the company and Cost analysis of the company is prepared.

CHAPTER 1

141I+tr'*(5ti'+6
A)'(t th& C'$%a+y- The Company Impressive 9 as founded in !$1$. .ince the inception they are the leading provider of housekeeping machinery across India. The customer has al ays been at the centre of their business and they are constantly e*panding their ays of reaching out to them, to understand their needs and aspirations. /assion for delivering ith e*cellence has al ays motivated them to come up ith high 'uality products to ensure satisfaction and the ellbeing of the families and corporate. They offer the customers, various ranges of home cleaning products through a net ork that has rapidly spread to encompass over 1$$ facility management dealers across %$ cities and to ns in India. C,i&+ts '- C'$%a+y6 The main customer of the company are #rontline facility management company, .0/ &ulticlean e'uipments, 1.011 1lectricals, Clean 2acuum Technology, 3okia, &otorola, TC., )ccenture, 0oldman .achs, )ditya 4irla group, 5ipro and etc. Pr'*(5ts '- C'$%a+y6 #ollo ing are the e*haustive list of products offered by Impressive 9-

Ma5hi+&ry .crubber 6ryer &ini .crubber 6ryer .crubbing &achine 4agpack 2acuum Cleaner 5et96ry 2acuum Cleaner

H'(s&k&&%i+/ 7anitorial Cart, &ultifunctional 7anitor Cart 5indo Cleaning 8it 5ringer 4ucket &ultifunctional .ervice Cart :eather 6ustbin, 6ustbin ith )shtray, ;ound .haped 6ustbin, .'uare shaped 6ustbin
6

% /hase 2acuum Cleaner <igh /ressure 7et 5asher 1lectric #oamer 4lo er &anual . eeper 1scalator Cleaner 6riving &achine Type

0arbage Can ith /edal and ith #oot Controller ;estaurant Trolley and =mbrella <anger :obby 6ust /an, #loor .crapper in plastic and steel 5indo asher and #loor &etal .'uee>er

Caution 4oards, Tool 4asket, 6ispenser, =tility 4o* #loor &op, Telescope :adder, Telescopic /ole . eeping :aundry Cart, ?uadrate :aundry Cart, @ .hape :aundry Cart :ong <andle .crapper, /lastic 5indo .crapper

<i speed /olisher

The e*haustive list of Chemicals, offered by Impressive 9 are6ish 5asher #loor Cleaner 6egradeser Carpet .hampoo ;oom #reshener <and 5ash #urniture /olish

)ll these products have different variants and different si>es based on the clientAs re'uirement. They also provide spare parts and accessories for their machines.

142 Bri&- a)'(t Pr'7&5t6 This project at Impressive 9 basically deals ith benchmarking Competitors and Cost )nalysis. The benchmarking are confined to technology, market share, types of customer (segmentation+, pricing strategy, product range, market share, geographical coverage, promotion strategy follo ed, after sales service, distribution channel. ,n the basis of these benchmark, a analysis of costing are done to cut do n the unnecessary cost involved starting from importing the machineries from abroad to the inventory. This study also involves an analysis of competitive advantage by carrying out a survey about, the clientAs satisfaction ith regard to Impressive 9 and their competitors.

This study is done to understand the competitive advantage of one company over other company ith respect to factors mentioned above and secondly to understand the various costs involved in this industry (<ousekeeping industry+.

This study is done to help the company in follo ing ays The company can cope up competitors. ith their strategy to get an advantage over their

The company can understand the factors such as promotional activities, pricing structure of products, technology, product range and etc. here they are lacking and the possible measures to improve. The company can cut do n their une*pected or unnecessary costs, machineries and distributing it to end user or to the clients. The company can understand their 41/ (4reakBeven point+ level hile importing the

14 Assi/+$&+ts at I$%r&ssiv& # )part from the above project, the assignments given at Impressive 9 include the follo ing .ales promotion and brand a areness by visiting clients especially in educational institution and hospital industry. )dvertise the products of the company via social media such as #acebook, :inkedIn, Coutube and etc. .5,T analysis of major products of the company such as .crubbing machine, 2acuum Cleaner, .crubber 6ryer.

143 Li$itati'+s The limitations of this project are8

.tudy is confined to limited number of competitors. ith respect to conducting survey and collecting data for

Time constraints benchmarking.

.ample si>e is very small for the survey.

Internal factors i.e. orking culture, 'uality of employees and etc. cannot be benchmarked through secondary research9perception survey. The surveys conducted are carried through 'uestionnaire and the responses are based on perception. There may be bias in information by market participants. :ist of direct and indirect e*penses fetched from companyAs book may not be e*act.

CHAPTER 2

10

EIC A+a,ysis 8E5'+'$i5 I+*(stry C'$%a+y A+a,ysis9

241 E5'+'$i5 A+a,ysis GDP6

11

The Indian economy after sho ing a gro th of over 9 per cent during !$$DB$E, slo do n to ".F per cent in !$$EB$9 because of the global financial crisis. 4ecause there as fiscal and monetary help from the government the economy recovered 'uickly to a gro th of E.4 per cent in !$$9B1$ and !$1$B11. <o ever, the fragile global economic recovery and a number of domestic factors have led to a slo do n once again. The slo do n in the Indian economy that began in the second 'uarter of !$11B 1!, hen the gro th rate declined to ".F per cent from a level of E.$ per cent in the first 'uarter, continued in subse'uent 'uarters. )s per the information released by the Central .tatistics ,ffice, the gro th of 0ross 6omestic /roduct (06/+ as D.$ percent in !$1!B!$1%, ith agriculture G allied activities gro ing at 1.E per cent, industry at %.1 percent and services at "." percent. The corresponding gro th in 06/ in !$11B!$1! as ".! per cent, ith agriculture and allied sector, industry and services gro ing at %.", %.D and E.! per cent, respectively. The 06/ gro th in the first and second 'uarters of !$1!B!$1% as D.D per cent and D.% per cent, as compared to E.$ per cent and ".F per cent during the corresponding periods of !$11B!$1!. The slo do n is not just confined to India. There has been a general slo do n in the global economy hich has been passing through a rather prolonged phase of uncertainty. <aving achieved a 06/ gro th of D.1 per cent in !$1$, the rate of gro th in the global economy declined to %.E per cent in !$11. 1ven the emerging economies have slo ed do n during this period, partly as a result of the slo do n in their e*port markets. ChinaHs gro th declined from 1$.4 per cent in !$1$ to 9.! per cent in !$11 and is e*pected to be F.E per cent in !$1!. 4ra>ilHs gro th dipped from F.D per cent in !$1$ to !.F per cent in !$11. The Indian economy recovered in the second 'uarter (?!+ of !$1%B14 recording a gro th of 4.E per cent. This follo s a gro th rate of 4.4 per cent in the first 'uarter (?1+ of the current financial year B the lo est in 1" 'uarters. The recovery in ?! is noticed because of significant fiscal consolidation by the 0overnment and tighter li'uidity conditions. The economy ent through challenging times since the crisis in the 1uro area in !$11B1! ith a cyclical do n turn ith gro th slo do n.

12

(.ource- C., Central .tatistics ,ffice+

IIP 8I+*&: '- I+*(stria, Pr'*(5ti'+9

13

The gro th in industrial output based on the inde* of industrial production (II/+ turned positive in the second 'uarter of !$1%B14. ,verall performance of the industrial sector during the first half of !$1%B14 has been mi*ed. ;eadyBmade garments and electrical machinery G e'uipment industries has been the highlight of the first half of this financial year. #ollo ing the steps taken by the 0overnment to boost investment and business confidence, gro th rates in some of the core sectors, such as, po er, cement, steel and coal have surged during the second 'uarter. The industrial output gro th increased marginally to $.% per cent during )prilB .eptember !$1% as compared to the $.1 per cent gro th during the corresponding period of the previous financial year. Gr';th '- I+*(stri&s )as&* '+ IIP8 Bas&* 2!!3<!0=1!!9 Y&ar >(art&r Mi+i+/ Ma+(-a5t(ri+ E,&5tri5ity / ?&i/hts 13140@ @0042@ 1! 41A 2!11<12 >1 $.F F.F E.% >2 B4.1 %.4 1$.D > B4.! 1.1 9." >3 B$.4 $.% 4.D 2!12<1 >1 B1.D B$.E ".4 >2 B$.F $.! !.E > B%.$ !.D 4.4 >3 B%.E %.1 !.% 2!1 <13 >1 B4.F B1.1 %.D >2 B$.1 1.! E.4 A%ri,<S&%t&$)&r 2!12<1 B1.1 B$.% 4." 2!1 <13 B!." $.$ D.9 Source: CSO Central Statistics Office

G&+&ra, 1!!! F.$ %.! 1.! $." B$.% $.4 !.1 !.! B1.$ 1.F $.1 $.%

Indian industry performance of manufacturing sector has a significant bearing on the overall gro th of the industrial sector. This sector registered a gro th of 1.! per cent in the second 'uarter sho ing a recovery from the decline of 1.1 per cent in the first 'uarter of !$1%B14. 6uring !$1!B1%, manufacturing output had increased by 1.% per cent. The reasons for slo ness in the manufacturing sector are multiple. 6ue to lo level of investment in ; G 6, India has not sei>ed the opportunities available in the gro ing sectors such as chemicals, machinery G e'uipment, electrical machinery, electronic goods, etc.

I+-,ati'+ The average inflation after remaining constant around EB9 per cent during !$1$B1! moderated to F.%D per cent in !$1!B1% and further to D."4 per cent in !$1%B14 ()prB.ep+. In terms of 'uarterly development, headline inflation in the first 'uarter of !$1%B14 as at 4.E4 per cent.
14

<o ever, a spike in vegetable prices and higher inflation in fuel group on account of depreciation of rupee led to a recover in headline 5/I inflation ith second 'uarter inflation at ".44 per cent and as per the latest available data at F.$$ per cent in ,ctober, !$1%. 3onB food manufacturing inflation or core inflation has been ruling belo % per cent mark for F months no . In !$1!B 1%, inflation remained higher in all major subgroups of food including cereals, pulses, vegetables, eggs, meat G fish, sugar and edible oils etc. <o ever, during !$1%B14 (<1+, it has been mainly in cereals, vegetables and eggs, meat G fish. In !$1%B14, inflation in vegetables as mainly because of onion. ,nion inflation reached a peak of %!!.94 per cent in .eptember !$1% on account of lo er stocks particularly in major producing states, decline in arrivals of stored onion, estimated lo er production in !$1!B1% as compared to !$11B1!, rise in consumption and e*ports. <o ever, it has moderated to !FE.!1 per cent in ,ctober !$1% in the ake of arrival of fresh 8harif onion in the market. Y&ar '+ y&ar i+-,ati'+ 8B9 Y&ar !$1$B11 !$11B1! !$1!B1% !$1%B14 (<I+ ,ctB1% I+-,ati'+ 8B9 9.DE E.94 F.%D D."4 F.$$

Inflation in fuel group, after remaining around 14 per cent in !$11B1!, declined to around 1$ per cent in !$1!B1%.

242 I+*(stry A+a,ysis H'(s&k&&%i+/ I+*(stry The Indian housekeeping industry is in its early gro th stage and is developing rapidly. Increased a areness levels among different vertical markets are e*pected to take this market to a mature gro th phase in its life cycle.
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The housekeeping market in India as estimated to be =.6 "D$ million in !$1$. 6ue to the si>e of the construction market and geographic space, the housekeeping market revenues in India are higher than other nations such as .ingapore that are smaller in geography. 4ut, in terms of market maturity and understanding and accepting of such services by end users, India has a long ay to go. :ack of availability of technical and nonBtechnical manpo er is one of the biggest challenges the industry is facing currently. The ne*t big factor posing as a restriction is competition. .ince the market is consist of lo cost unorgani>ed service providers, pricing and margins come under pressure as these unorgani>ed players provide services at lo rates. <o ever, many international companies have entered into this market and achieved phenomenal gro th rates over the last five years.

C'$%&tit'rs6 Competitive strategies are based on the roles firms play in the target marketB ,&a*&r, 5ha,,&+/&r, -',,';&r, +i5h&r4 Mark&t L&a*&r6 The firm in the industry ith the largest market share.
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Mark&t Cha,,&+/&r6 ) runnerBup firm that is fighting hard to increase its market shares in the industry. Mark&t C',,';&r6 ) runnerBup firm that ants to holds its share in an industry ithout rocking the boat. Mark&t +i5h&r6 ) firm that serves small segments that the other firms in an industry overlook or ignore. Mark&t Mark&t Mark&t Mark&t L&a*&r Cha,,&+/&rs C',,';&rs Ni5h&r 40% 30% 20% 10%

Mark&t L&a*&r i+ H'(s&k&&%i+/ I+*(stry6 Taski, 7ohnson 6iversey, ;oots Mark&t Cha,,&+/&r i+ H'(s&k&&%i+/ I+*(stry6 1ureka #orbes, 3umatics, 3ilfisk Mark&t C',,';&rs i+ H'(s&k&&%i+/ I+*(stry6 Impressive 9, .urie /ole*, 8archer Mark&t Ni5h&r i+ H'(s&k&&%i+/ I+*(stry6 Charnock 1'uipments, =niclean 8N't&6 The above Classification of &arket share are done in keeping mind the Indian <ousekeeping Industry+

Mi5ha&, P'rt&rDs -iv& -'r5&s

Th& -iv& -'r5&s that sha%& I+*(stry C'$%&titi'+

17

14 Thr&at '- +&; &+tra+ts6 If ne entrants move into an industry they ill gain market share G rivalry ill intensify. The position of e*isting firms is stronger if there are barriers to entering the market, if
18

barriers to entry are lo then the threat of ne entrants ill be high, and vice versa. Therefore barriers to entry are very important in determining the threat of ne entrants. #ollo ing are the difficulty faced (based on ranking+ by ne housekeeping industry Barri&rs Investment Cost ;egulatory and legal restrictions /roduct differentiation )ccess to suppliers and distribution channels 1- :east 6ifficult E:%,a+ati'+ I+v&st$&+t C'st In housekeeping industry, huge investment is not re'uired for ne entrants. 3ot much of Capital is re'uired to commence business of housekeeping products. R&/(,at'ry a+* ,&/a, r&stri5ti'+s In housekeeping industry, generally the e'uipments are imported from China, 8orea, Italy and other foreign country thereforeI there is much of legal restrictions involved. <ence it is difficult to get the permits and tackle other legal restrictions. Pr'*(5t *i--&r&+tiati'+ In housekeeping industry there are already big companies e*isting in the market ho have strong =./s or brand a areness therefore, itAs little difficult to enter in housekeeping industry. A55&ss '- s(%%,i&rs a+* *istri)(ti'+ 5ha++&,s In housekeeping industry there are very fe suppliers as ell as distribution channel to circulate the e'uipments. Therefore itAs difficult for ne entrants to get rid of supplier barrier. ) company ho can overcome the above mentioned barriers can easily enter into housekeeping industry. D- &ost 6ifficult Rati+/ % D 4 4 entrants to enter in

24 Bar/ai+i+/ %';&r '- s(%%,i&rs6 If a firmAs suppliers have bargaining po er they ill 1*ercise that po er
19

.ell their products at a higher price .'uee>e industry profits

If the supplier forces up the price paid for inputs, profits ill be reduced. In housekeeping industry suppliers find themselves in a po erful position hen There are only a fe large suppliers. The resource they supply is scarce. The cost of s itching to an alternative supplier is high. The supplier can threaten to integrate vertically. The customer is small and unimportant.

#actors determining, hether supplier bargaining po er is high9moderate9lo (based on current market situation+ areCa5t'rs Bar/ai+i+/ %';&r =ni'ueness of the input supplied <igh 3umber and si>e of firms supplying the resources &oderate 6egree of differentiation of inputs &oderate .upply scarcity :o E:%,a+ati'+ U+i.(&+&ss '- th& i+%(ts s(%%,i&* In housekeeping industry, the e'uipments are uni'ue in their nature, and there is no any close substitute available for the e'uipments. Therefore, here the supplier has high bargaining po er. N($)&r a+* siE& '- -ir$s s(%%,yi+/ th& r&s'(r5&s The number of suppliers available in housekeeping industry is moderate9average so in this industry suppliers have moderate bargaining po er, they canAt rule the market. D&/r&& '- *i--&r&+tiati'+ '- i+%(ts In housekeeping industry not much of difference can be found because products offered by suppliers are almost e'uivalent ith each other, only fe differences can be found therefore here the bargaining po er of supplier is moderate. S(%%,y s5ar5ity )s the number of supplier in housekeeping industry are moderate, so there is less chance of scarcity of products. <ence it can be concluded that supplier cannot have advantage of scarcity of supply.

4 Bar/ai+i+/ %';&r '- 5(st'$&rs /o erful customers are able to e*ercise pressure to drive do n prices, or increase the re'uired 'uality for the same price, and therefore reduce profits in an industry. In housekeeping industry, Customers tend to enjoy strong bargaining po er hen There are only a fe of them.
20

The customer purchases a significant proportion of output of an industry. They can choose from a ide range of supply firms. They find it easy and ine*pensive to s itch to alternative suppliers.

#ollo ing are the factors hich determine hether the bargaining po ers of customers are high9moderate9lo Ca5t'r Bar/ai+i+/ %';&r 3umber of customer :o .i>e of their orders <igh 3umber of firms supplying the product &oderate Cost of s itching <igh E:%,a+ati'+ N($)&r '- 5(st'$&r The higher the number of customer, the lesser the bargaining po er of customer. In housekeeping industry the number of customer are huge so, here the customer has lo bargaining po er. SiE& '- th&ir 'r*&rs In housekeeping industry, generally /,As (/urchase orders+ are huge so customer has advantage to bargain the price. N($)&r '- -ir$s s(%%,yi+/ th& %r'*(5t )s there are moderate number of supplier in housekeeping industry, the customer hold moderate bargaining po er. C'st '- s;it5hi+/ The cost of s itching to other supplier does not indulge any problem because henever a customer ants to change the supplier they can do so ithout any problem. Therefore, customer has high bargaining po er.

34 Thr&at '- s()stit(t& %r'*(5ts ) substitute product can be regarded as something that meets the same need. .ubstitute products are produced in a different industry Jbut crucially satisfy the same customer need. If there are many likely substitutes to a firmAs product, they ill limit the price that can be charged and ill reduce industry profits. In housekeeping industry, there are no any substitute products available in the market. Therefore there are no any threats of substitute products float in housekeeping industry.

04 D&/r&& '- 5'$%&titiv& riva,ry If there is intense rivalry in an industry, it ill encourage businesses to engage in /rice ars (competitive price reductions+. Investment in innovation G ne products. Intensive promotion (sales promotion and higher spending on advertising+.

In housekeeping follo ing are the factors hich determine the degree of competitive rivalry21

3umber of competitors in the market &arket si>e and gro th prospects /roduct differentiation and brand loyalty 1*it barriers 6egree <igh :o :o :o &oderate

#actors 3umber of competitors in the market &arket si>e and gro th prospects /o er of buyers and the availability of substitutes 1*it barriers /roduct differentiation and brand loyalty E:%,a+ati'+

N($)&r '- 5'$%&tit'rs i+ th& $ark&t In housekeeping industry, there are many competitors e*isting in the market. 4ecause of huge number of competitors, the market is engage ith price ars. <ence, the degree of competitive rivalry is high. Mark&t siE& a+* /r';th %r's%&5ts 0enerally competition is more intense in stagnating market and housekeeping industry is still gro ing so the degree of competitive rivalry is lo . P';&r '- )(y&rs a+* th& avai,a)i,ity '- s()stit(t&s )s there are no substitutes available because of hich buyer e*ercises lo po er. Therefore, the degree of competitive rivalry is lo . E:it )arri&rs If it is difficult to e*ist any industry, the intensity of competition ill be lo . In housekeeping industry, to e*ist the industry does not indulge any problem. Therefore, degree Competitive rivalry is lo . Pr'*(5t *i--&r&+tiati'+ a+* )ra+* ,'ya,ty The greater the degree of product differentiation, lo er ill be the price ars in the market. In housekeeping industry, the products offered by supplier are little different from each other. Therefore, the degree of competitive rivalry is moderate.

24

C'$%a+y A+a,ysis

Impressive 9 are the leading provider of housekeeping machinery across India. The customer has al ays been at the centre of their business and they are constantly e*panding their ays of reaching out to them, to understand their needs and aspirations. /assion for delivering ith e*cellence has al ays motivated them to come up ith high 'uality products to ensure satisfaction and the ellbeing of the families and corporate. They
22

offer the customers, various ranges of home cleaning products through a net ork that has rapidly spread to encompass over 1$$ facility management dealers across %$ cities and to ns in India. C'r& C'$%&t&+5y The core competencies of Impressive 9 are :o Cost .ervicing ?uality Timely 6elivery The housekeeping e'uipments offered by Impressive 9 are very lo as compared to other competitors. The prices are almost 4$BD$K lo as compared to other competitorAs product. Impressive 9 provide very high 'uality of servicing visBLBvis to its competitors, as communicated by the clientAs as ell as other customers. The 'uality of product provided by Impressive are commendable, they imports e'uipments from 8orea ith a very good supplier net ork. Impressive 9 after getting the /,As (/urchase ,rders+ deliver the e'uipments timely because they al ays possess huge number of stocks in their inventory therefore the consumers receive the e'uipments on time hich is not in the case of other companies. Mark&ti+/ Strat&/y Impressive 9 are not in any kind of advertisement and media, they create the brand a areness of their products via social media such as facebook, :inkedIn, t itter and etc. They hire e*ecutives or management trainee to create brand a areness of their product. Impressive 9 participate in Clean India e*po to build brand a areness among the consumers.

S?OT A+a,ysis Str&+/th ?&ak+&ss

23

 Cost advantage )vailability of e'uipments

.ound of 2acuum Cleaners create problem for hospitals. #e products are not of good 'uality.

Commendable ork ith leading facility management companies like 6usters, #rontline #acility &anagement. 2ariety in si>es of machines .ervice 6elivery

5ebsite of the company is not attractive, hich is not consumer friendly Consumers are una are of brand #e marketing undertaken. Thr&ats :ocal companies use private labels for their products hich causes price ar. :arge competitors the market. ho are leading activities are

O%%'rt(+iti&s <ospital sector and <otels. Impressive 9 can open a #acility &anagement Company. Impressive 9 can capture the market through Chemicals.

:ocal companies provide credit margins to customer.

greater

4ecause of dealer distribution the e'uipments are sold at higher price4

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CHAPTER

41 O)7&5tiv& '- th& I+t&r+shi%6

25

The objective of internship is as follo s To understand and evaluate the current position of Impressive 9 visBLBvis its competitors and to identify areas and means of performance improvement. To suggest strategies for company to penetrate the market based on benchmarking factors like pricing, product range, promotion strategy, after sales service, technology, percentage of market captured and etc. To conduct the 4reakB1ven analysis of company. To analy>e and estimate the cost of companies product.

26

04

M&th'*','/y6

The methodology includes-

Collection and compilation of data fetched from Competitors (Primary data) historical data from !mpressi"e 9 (#econdary data) and $y cond%ctin& a s%r"ey 'ith the clients of !mpressi"e 9(

)ata Collected incl%des* Competitors $enchmar+in& factor s%ch as percenta&e of mar+et share prod%ct ran&e price list of the prod%cts and etc( ,ist of -.penses inc%rred $y !mpressi"e 9 i(e( direct as 'ell as indirect e.penses( Primary data from client/s (s%r"eyed data)(

0nalysis !ncl%des* Comparison of price of prod%cts mar+et share prod%ct ran&e and etc $et'een !mpressi"e 9 and its competitors( 0naly1in& the "ario%s costs of !mpressi"e 9( 27 0naly1in& the s%r"ey data

Preparin& the report $ased on the comparison and analysis of data collected(

Sa$%,& SiE& Till date 1$ samples have been collected and more !$ samples are yet collect. .o at the end of the research it can assume that the sample si>e ould be %$. M&th'* '- sa$%,i+/ The method of sampling is /robability sampling, because in this survey all the population has chance to be selected in the sample and it can be accurately determined. A+a,ysis s' -ar '+ th& )asis '- sa$%,& 5',,&5t&* Till date 1$ samples are collected and follo ing analysis can be made from the collected samples &arket leader in housekeeping industry (8eeping Indian market in mind+ are ;oots, Taski, 7ohnson 6iversey. &arket Challengers in housekeeping industry are 1ureka #orbes, 3umatics, 3ilfisk.
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&arket follo ers in housekeeping industry are Impressive 9, .urie /ole*, 8archer &arket 3ichers in housekeeping industry are Charnock e'uipments, =niclean. )t the time of purchasing e'uipments, consumers give more preference to /rice, ?uality, .ervice, )vailability, user friendliness.

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CHAPTER 3

C(rr&+t Stat(s6 Pr'/r&ss vis<F<vis ')7&5tiv&s 1. To understand and evaluate the current position of Impressive 9 visBLBvis its competitors and to identify areas and means of performance improvement. The objective of finding the current position of Impressive 9 and identifying areas of performance management is almost done because still !$ samples are yet to be collected. Company guide has given a list of clients from hom they have transactedI the survey is conducted on the list of clients given because their feedback is important in deciding the current position of Impressive 9.

30

!. To suggest strategies for company to penetrate the market based on benchmarking factors like pricing, product range, promotion strategy, after sales service, percentage of market captured and etc. In the above objective the benchmarking is done for pricing, product range, percentage of market captured. .till promotion strategies, after sales service, technology, geographical coverage are yet to be done. )ction plan forPr'$'ti'+ Strat&/y- CompetitorAs promotion strategy can be concluded from internet as ell as by company guide. A-t&r sa,&s s&rvi5&- The 'uality of after sales service can be concluded from the survey hich is still in process and can be finali>ed at the end of )pril month. G&'/ra%hi5a, C'v&ra/&- 0eographical coverage can be concluded from contacting competitors and collecting re'uired information from company. %. To conduct the 4reakB1ven analysis of company. 4reak even analysis of company is still to be done because the re'uired data are not yet received from the company. /robably the data ill be collected by !Dth )pril, thereafter the analysis ill start. The action plan for break even analysis is doing it ith the help of break even analysis formulae

4. To analy>e and estimate the cost of companies product. ) proper research is been done to find out the e*penses9cost involved in housekeeping industry starting from importing e'uipments from abroad to storing in inventory. 2ery fe costing data are received from the company and on that analysis is done, still costing data is to be collected from Company. )s the costing data are confidential and cannot be included in the project report, therefore hypothetical data ill be taken and on that basis analysis ill be framed.

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Lit&rat(r& R&vi&;

The research MCompetitive 4enchmarking and Cost analysisN is carried at Impressive 9. This research is done mainly to find out the current market situation of housekeeping industry as ell as current position of Impressive 9 about here it stands. Till date it can be assumed that Impressive 9 is &arket follo er, ho follo the market and has the capability of leading the housekeeping market. Impressive 9 have the capacity to lead the market because of the follo ing factors-

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 ?uality /rice .ervice )vailability of spare parts Terms and Condition and etc. The research also include Cost analysis hich mainly focuses on finding the direct and indirect cost9e*penses indulge in housekeeping industry in keeping in mind the conte*t of Impressive 9. The major e*penses include the transportation cost because Impressive 9 import the machines from different part of the earth. The second major e*pense includes the advertisement9 marketing9promoting the products of company through different mode. .ince the survey is yet to finish proper analysis or conclusion cannot be made.

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CHAPTER 0

L&ar+i+/Ds -r'$ SIP G I$%r&ssiv& #

#ollo ing are learning from my .I/ till date :earnt about the various cost involved in <ousekeeping industry. :earnt about the competitive strategy, as in designing strategy to increase the market potential. :earnt ho to deal ith Corporate ClientAs. :earnt, ho to market the products of <ousekeeping industry.
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 :earnt about various platforms for promoting products. 0et to kno about the corporate culture. :earnt about Competitor benchmarking. #ollo ing are the things I ant to learn further from my .I/ 2arious tools and techni'ues for Cost )nalysis. &ore insight about the competitive benchmarking techni'ues. .elling strategy. &arket research ith respect to competitive analysis.

R&-&r&+5i+/6 1. /rinciples of &arketing 1%th 1dition 4y 8otler, )rmstrong, )gnihotri, <a'ue. /ublisher- /earson /g 4D4 to /g 4DE
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!. ) hite /aper by #rost G .ullivan, !$11, Indian #acilities &anagement &arkets0ro th opportunities and challenges ahead. /age no 4to E accessed on Dth )pril !$14 htt%611*s',v&4i+1?&)I$a/&s1I+*ia+Ca5i,iti&sMa+a/&$&+tMark&t4%*4 htt%611i+*ia)(*/&t4+i54i+1s(rv&y4as% 4. &inistry of #inance 6epartments of 1conomic )ffairs 1conomic 6ivision- &idyear 1conomic analysis !$1!B!$1%, accessed on Eth )pril !$14. htt%611-i+$i+4+i54i+1r&%'rts1MYR2!121 E+/,ish4%*D. &id Cear 1conomic )nalysis !$1%B14, /ublished by &inistry of #inance 6epartment of 1conomic 6ivision. ". )nnual ;eport !$1!B1%, /ublished by &inistry of #inance (4udget 6ivision+. @4 htt%611;;;4i$%r&ssiv&#45'$1 E. ) //T on 4usiness policy and .trategic management by &ayur 3arole from .lideshare accessed on Eth )pril !$14 9. /orterAs #ive forces- ) model for Industry analysis accessed on 1$th )pril !$14. http-99 .'uickmba.com9strategy9porter.shtml

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