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Fundamentals of Marketing (MKT 101) : Term Assignment On "Analysis of Marketing Environment" (Industry & Company)

This document is a term assignment submitted by a student for a post graduate diploma in management program. The assignment is on analyzing the marketing environment of an unnamed industry and company. It includes sections on the political, economic, sociocultural, technological, and legal forces impacting the environment as well as the industry forces, opportunities, strengths, and weaknesses of the focal firm.

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Tanya Mendiratta
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85 views8 pages

Fundamentals of Marketing (MKT 101) : Term Assignment On "Analysis of Marketing Environment" (Industry & Company)

This document is a term assignment submitted by a student for a post graduate diploma in management program. The assignment is on analyzing the marketing environment of an unnamed industry and company. It includes sections on the political, economic, sociocultural, technological, and legal forces impacting the environment as well as the industry forces, opportunities, strengths, and weaknesses of the focal firm.

Uploaded by

Tanya Mendiratta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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FUNDAMENTALS OF MARKETING

(MKT 101)

Term Assignment
On

“ANALYSIS OF MARKETING ENVIRONMENT”

(Industry & Company)

POST GRADUATE DIPLOMA IN MANAGEMENT


(Term-I; Batch 2019-21)

Under the Supervision of

Dr. DEEPAK SINGH


Associate Professor- Marketing & Strategy

Submitted by
Student Name
Roll No.

JAIPURIA INSTITUTE OF MANAGEMENT


A-32 A, Sector 62, Institutional Area, Noida- 201309 (U.P.)
AUGUST 5, 2019
S Resources/ Structure/ Culture H M L Remarks
No

1 Physical Resources

2 Financial Resources

3 Human/ Intellectual Capital Resource

4 Technological Resource

5 4 P’s + Customer (Segment, Size, Relationship)


+ Reputational Assets (Brand Equity & Company
Image, Customer Loyalty, Customer Base Size,
Retailer Relationships) + Other Resources &
Competencies (R&D, Innovation Skills, Speed to
Market, Brand Building Expertise, Data/
Marketing Insights, Cost Efficiencies and Work
Processes, etc)

6 Organizational Structure & Relationships with


other departments/ stakeholders

7 Company culture & Incentive System


Force Summary of Impact of Environmental Force
Political 1)Government implemented 51% FDI
2)28% GST implemented on products
3)national policy on electronic policy was passed to promote research and
development and innovation
4)union cabinet has approved incentives upto Rs 10,000 crore
Economic 1)Total revenue of Rs 6,673.14 grew up by 41.49% in comparison to last year
2)Acquisition of Nirtep appliances private limited
3)people with higher disposable income act as a triggering factor for purchase
of durable products
4)EBIDTA increased at the rate of 19.37% at Rs 413.78 crore
5)market capitalisation fall by 0.71% at Rs 5,714.92 crores
6)Catering the premium segment through Morphy Richards
Sociocultural 1)Life style preference: it produces different goods for different lifestyle
societies
2)online penetration:E Commerce contributes approximately 35% of the total
share in revenue
3)Corporate social responsibility programs are focused towards environmental
sustainability,education,health,arts&culture and community development
initiatives. Commitment is balanced on four pillars namely
sustainability,diversity and inclusion,employee volunteering,community
initiatives.
4)to have a high performing inclusive work culture and commitment to attract
and retain capable talent maintaining gender sensitivity and balance.
Technological 1)Company has invested in building a comprehensive IT infrastructure that
provides competitive edge to business to enhance the profitability
2)Company has robust ERP IT system integrated with CRM systems and suite
of intranet application
3)unique business solutions designed and integrated
4)innovative product features, mobility solutions and an easy to use interfaces
5)cloud and data analytics have been introduced by the company for sales
automation,providing market insights.
Legal 1)Government has passed consumer protection bill to ensure greater safety for
the consumers
2)national policy on electronic policy
3)BIS RULES 1987 ensures mandatory certification of all electronic goods
4)implementation of product certification laws

Environment 1)1,35,000 number of trees planted as at march 2019


(Physical) 2) “GREEN INDIA” initiative taken by the company
3)ensures ecological balance, protection of flora and fauna ,animal
wefare,agroforestry,conservation of natural resources and maintaining quality
of soil air and water
4)solar projects,off grid lightning,tree plantation and waste management
5)education and awareness on protecting the environment
Challenges for the Firm

Opportunities
Industry Force Important Players Potential Impact on the Firm
Current Direct 1)CROMPTON 1)It leads the company to produce lower cost manufacture
Competitors 2)USHA products which increases their profit and help the company
3)PRESTIGE to compete at their level best.
4)MAHARAJA 2)it helps the company to identify the customer’s needs and
WHITELINE wants and then produce the products according to the
5)SYMPHONY customer needs and wants.
6)SYSKA 3)Innovation boost up,use of technology in the best way
New Direct 1)JAGUAR 1)Uses the innovative technology to buid the smart
Competitors LIGHTNING products that
2)CROMA are both cost and energy efficient.
3)ELCOMA 2)produces the product at lower cost
INDIA-“MAKE IN 3)competition with government products
INDIA”
Indirect Competitors 1)HOMESHOP18 1)it increases the company exposure to ecommerce
2)NAAPTOL 2)comparison of the different products at the same sites
3)AMAZON 3)reviews about the product
BASICS 4)provides after sales services
4)SMALL SCALE 5)provides door delivery
RETAILERS 6)provides products on EMI
Suppliers 1)LOCAL 1)International market exposure
VENDORS 2)import export of products
2)MORPHY 3)get new ideas regarding the products
RICHARDS 4) comparison of their products with the international
3)WALT DISNEY market products
4)DELTA
CONTROLS
Buyers 1)PEOPLE WITH 1)people with higher disposable income act as a triggering
HIGHER factor for purchase of durable products
DISPOSABLE 2)increasing trend of women population increases the
INCOME demand for the durable products
2)UPPER CLASS 3)easy financing options to the consumers
3)MIDDLE
CLASS
4)LOWER
MIDDLE CLASS
Strengths:
1)Eight year decades experience in design,development and manufacturing.
2) it has the strong financial performance in comparison to its competitors
3)Exposure into many areas of markets producing different kind of products
4)high liquidity has enabled it to invest in new technologies and it has come up with many innovative
ideas like producing 5 star products ,Kassel’s star(50-54 watts) products controls the electricity power
5)has a strong workforce and good brand presence due to strong advertising
6)Has diversified its products into many segments and sophisticated markets.
7)market leadership and price competitiveness.

Weaknesses:
1)the brand has low penetration across international market
2)market share keeps on fluctuating
3) market share is limited due to intense completion.
4) competitors are expanding their products. Example: air conditioners, hand lights, portable air fans

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