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Marketing plan: 

Marketing plan MACHINO CRAFT SHIBPUR HOWRAH

Company Description: 

Company Description Business Type: Supplier Manufacturer Year of Establishment 2002 Ownership Type Partnership Total Number of Employee 11 to 25 People Major Buyers COAL INDIA LIMITED and DURGAPUR STEEL PLANT

Company description: 

Company description Provide After Sales Support Installation Training Onsite Support User Manual Experienced R & D Department Good Financial Position & TQM Primary Competitive Advantage Large Product Line Large Production Capacity Provide Customized Solutions Quality Measures/Testing Facilities Yes

Mission: 

Mission To provide work environments where the employees can meet their potential and thrive in an atmosphere of excellence. To strive to attain the industry standards for service to customers. To maintain a superior level of integrity in interactions with business partners and associates. To appreciate achieved success and to conduct their business as model corporate citizens.

Company’s Team: 

Company’s Team For the Team to remain at the foremost level in the industry, they have hired a team of well-trained and experienced professionals, which are specialized in their respective domain These professionals always focus on offering excellent quality products by using high-grade raw material with all the latest machinery and tools, available in our premises . They have following experts in our team :- Skilled labourers Technicians Engineers Quality auditors R&D experts Sales & marketing professionals

Infrastructure : 

Infrastructure In order to manufacture and supply highly efficient products, they have developed a state-of-the-art infrastructure at our premises. To ensure smooth functioning of these units, they have appointed a team of dedicated and well-trained professionals The manufacturing unit is installed with latest machinery and tools to offer durable products Further, the R&D unit is always involved in providing information on the changing trends of the market with different survey reports and research Their units work in coordination with each other to offer defect- free products and attain credibility in the industry.

Company’s Goals: 

Company’s Goals To promote a profitable and sustainable business activity that meets the customer needs To increase the company’s market share To gain the competitive edge To increase the company’s role in relations to social responsibility To provide excellent customer service To Produce products to meet or exceed our customers expectations To provide a safe, clean working environment

Product Review: 

Product Review Their organization is a prominent manufacturer and supplier of Gears. They manufacture by using high-grade raw material, our products are featured with the following attributes: High performance Low- maintenance Sturdy construction Easy carriage capacity Long service life Their products can be availed at market leading prices in the market. They also offer customized solutions to their customers as per their specific demands.

Products: 

Products Helical gear Worm and Worm Gear Spiral Bevel Gear Gear Coupling Internal Gear Couplings Bevel Gear Rack & Pinion Gear Helical Pinion Gear Spline Shaft Chain Sprocket Timing Pulley Worm Wheel

Competitor Review: 

Competitor Review Following are the reasons that make them stand much above their competitors: Large product line Experienced R&D department Customized solutions Efficient workforce Well-trained professionals Products at industry leading prices

Competitors Review: 

Competitors Review Some of our Competitors are:- Chandra Gear Company Santra and Company Associated Industrial Engineering Company Bejon Engineering Atlanta Engineering Company Pabak Enterprises United Engineering

SWOT ANALYSIS: 

SWOT ANALYSIS INTERNAL FACTORS STRENGTHS WEAKNESSES MANAGEMENT Having competent and experienced management team. Lack of personnel in management team which restricts its operation MARKETING Distribution of products into the market through wide range of identified branches Expensive in establishing this distribution network PERSONNEL Have good skilled workforce who are relied upon The gap will be big if even few of the skilled employees leave the Company.

Slide 13: 

INTERNAL FACTORS STRENGTHS WEAKNESSES FINANCE Improved revenues from sales made in the local market Limited workforce and material may slow down the growth of the Company in relation to competitors MANUFACTURING Main supplier of material ensure fast and quality material RESEARCH AND DEVELOPMENT Quality of products delivered is enhanced through out the period of doing business OFFERING Offers spare parts of main products and also offers repair works. Still not much into original product manufacturing.

Slide 14: 

EXTERNAL FACTORS OPPORTUNITIES THREATS CONSUMER/SOCIAL Stability of the upcoming market is highly projected Low priced products may proof that the quality of the products is quite low COMPETITIVE Differentiated products and prices make the Company to be quite distinctive in the market Products of high technology are being introduced into the market by other competitive companies TECHNOLOGICAL Break-through in technological standings is a better course for the Company to improve on the quality of its products

Slide 15: 

EXTERNAL FACTORS OPPORTUNITIES THREATS ECONOMIC Tie ups with good industries has made it convenient for the Company to get deep into the market Industries opting for other products since they have enough disposable income.

Core competence and sustainable advantage: 

Core competence and sustainable advantage Situated in the industrial area of Howrah Abundance of raw materials Procurement at very low prices We have well developed and equipped network of expertise that are into research and development over aspects that are to keep the Company on top in product and service delivery A wide range of distribution network

INDUSTRY (MARKET) ANALYSIS: 

INDUSTRY (MARKET) ANALYSIS Manufacturing industry-a growing and profitable industry Lots of manufacturing companies in its vicinity leading to high competition Sustenance possible either by product development or product differentiation Market penetration is also possible in this industry.

Company Analysis: 

Company Analysis Production of reliable manufacturing mechanical products for the past 8 years. They believe in giving the best prices for the client yet deliver a product that is at par with those being offered by their other major competitors. Gives emphasis on product development Conscious about sustainable development by aiming at reducing pollution in the environment.

CUSTOMER ANALYSIS: 

CUSTOMER ANALYSIS Very diverse customers ranging from small companies to big shot companies like Coal India and other steel plants Meeting customers needs by producing and repairing small mechanical parts to moderate sized machines Customers can be short term or long terms on a contractual basis.

HOW do they purchase?: 

HOW do they purchase? Most of the products are sold by the producers themselves with the help of their distribution unit Purchase can be made directly from their factories as well Customers are also able to book their product over the phone or on their website

When do they purchase: 

When do they purchase Products can be purchased anytime during the year-Operational throughout the year. Some buyers might buy a new product for which they have to give the specific orders Some buyers might approach the company when they want the spare parts of a product Some of them might approach when they want a defective product get repaired.

WHY DO THEY PURCHASE?: 

WHY DO THEY PURCHASE? Focused on making products having high standards Products being tested many times in real time environment before getting delivered, So no compromise on the quality of the product Products are also sold at a very reasonable price in comparison to their competitors Maintenance of the products and any repairs done for the product they have manufactured can be done free of cost in some cases

Developing a strategic focus: 

Developing a strategic focus Company has already embraced product differentiation as its major strategy to stay in the market Company is able to sell its products at a lower price than their competitors due to a very deep understanding of the value chain Cost of production of a unit might be higher but due to mass production of a unit the price goes down and they can earn much more profits, So most of the orders are always taken in a bulk. Market Penetration: expand the market base by providing products targeted at Manufacturing Industries. Market Development: expand services initially in the South Zone (Andhra Pradesh, Tamil Nadu and Kerala) and then work towards building pan India presence.

MARKETING GOALS AND OBJECTIVES: 

MARKETING GOALS AND OBJECTIVES Short Term No compromises on the quality of products. To maintain a constant price level without getting influenced by the competitors. To create awareness about the company within the local areas. Long term To carry out operations in a way such that customers remain loyal. To expand and have an efficient distribution & transportation network To create awareness amongst the other states

TARGET MARKET: 

TARGET MARKET Demographically they target mainly small and large scale production organizations around such as central and eastern coalfields limited and Durgapur steel plant and other small scale industries in and around Calcutta. Future target markets- northern and Mahanadi coalfields limited-wants to stay focused in coalfields as they have made a good name for themselves After getting their foothold on coal industry they would try to diversify their reach throughout the country

Major Issues: 

Major Issues Distribution System R ate of growth for sales and marketing in relation to the ability to grow production capacity Marketing Strategies Quality management

COMPANY POSITION IN THE MARKET: 

COMPANY POSITION IN THE MARKET Company has been producing mechanical products that are not expensive and are very reliable. This has helped it to find its position very quickly in the local market With a clear strategy ahead the company is able to have a moderate share of the market and its projecting to have a major cut in the local market by 2013 Its operations outside its state is also on the rise .

MARKET PROGRAM: 

MARKET PROGRAM The Company is believed to be moving with a strategy of mass production of which it has enabled it to sell widely in its target market It can try to develop some niche products which helps in developing a niche market for them as they have the required R&D It can also diversify themselves and try to get into automobile industries providing them automobile gears

PRICE STRATEGY: 

PRICE STRATEGY The reputation of the Company has been developed by producing high quality products that can be bought at a reasonable price. The Company has also been using tactful pricing strategies through price differentiation so that they are different from other manufacturers They can give a price discount of almost 30% to the buyers from their competitors. This would encourage new buyers Procurement of raw materials is also done at a much lower price because of their demographic advantage

LOCATION STRATEGY: 

LOCATION STRATEGY Located in an industrial area of west Bengal Procurement of raw materials such as iron and steel becomes much cheaper .This helps in reduction of their total costs Now expanding to other industrial areas in the country which supports their strategy of procuring the raw materials at a much cheaper rate then their competitors

PROMOTION STRATEGY: 

PROMOTION STRATEGY The Company is determined to use a pricing mechanism that will give it a competitive edge over its main competitors. This is a mechanism that it is using to market itself so that it can get hold of market share that will see it better in achieving the highest level in the market It can also start promoting with the help of internet and websites. They can have tie-ups with different advertising companies They can advertise in the local TV channels as well as in other medias rather than depending on word of mouth for their promotion

Partnership Deed: 

Partnership Deed The partnership firm is in the business of providing gears and tools for companies like Coal India Ltd,Durgapur Steel Plant etc. Partnership is registered under partnership Act 1932 Each partner has contributed equal capital of 1250000 Ratio in which profits & losses will be shared by the partners will be in the ratio of 1:1:1:1 Interest rate on capital for the initial 8 years to the partners will be NIL Interest rate on the drawings made by the partners from the business will be at the rate of 9%

PROJECTED PROFIT AND LOSS A/C FOR YEAR ENDING 2011-2012: 

PROJECTED PROFIT AND LOSS A/C FOR YEAR ENDING 2011-2012

PROJECTED CASH FLOW STATEMENT FOR 5 YEARS : 

PROJECTED CASH FLOW STATEMENT FOR 5 YEARS

PROJECTED BALANCE SHEET FOR YEAR ENDING 2011-2012 : 

PROJECTED BALANCE SHEET FOR YEAR ENDING 2011-2012