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GWALIOR (M.P.)
A PROJECT REPORT
Submitted to the
SCHOOL OF MANAGEMENT
In partial fulfillment of the Requirements for the award of the degree OF
BONAFIDE CERTIFICATE
Certified that this project report titled STUDY OF CONSUMER BASE FOR RELIANCE MOBILE is the bonafide work of Awadhesh Sharma (Reg No.35080083) who carried out research under my supervision. Certified further, that
to the best of my knowledge the work reported herein does not from part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
ABSTRACT
Many managers think, marketing as a organizational department whose job is to analyze the market, discern opportunities, formulate marketing strategies, develop specific strategies and tactics, propose a budget and establish a set of control it can be considered as one of the main aim of marketing, but there is a more to marketing.
During this project I felt that market survey would be more beneficial for making decision and developing the marketing strategies and redefining it into a detailed marketing mix and action plan. It involves carrying out plan, evaluating the result and making further improvements.
But management cant turn a blind eye on the implementation part of the action plan. So if management wants to get real benefit from plan then the feedback process should be more transparent and effective.
ACKNOWLEDGEMENT
I owe everything in my life to other. A person single headed can achieve nothing. In my attempt to do the project many people have graciously extend their guidance, advice and criticism to improve our work.
I wish to express my heartful thanks to our Dean Dr.Jayashree Suresh and my project internal guide Dr. A. Chandra Mohan for providing infinite facilities and gave me an opportunity to do this project work to be successful, guidance and valuable suggestions, which made this project, a successful one.
I express my heartful gratitude to RELIANCE COMMUNICATION for providing me the opportunity to undertake this project in their esteemed organization. My gratitude also extends to the staffs of departments whose words of encouragements kept the spirits high throughout the course of my project.
TABLE OF CONTENTS
1.
INTRODUCTION
1-6
2.
METHODOLOGY
Objective of the study Need of the study Scope of the study Limitations Review of literature
7-26
3.
COMPANY PROFILE
27-48
4.
49-67
5.
68-70
6.
CONCLUSION
71
QUESTIONNAIRE BIBLIOGRAPHY
INTRODUCTION
The research study is all about to find out Analyze the different factors that affect the buying behavior of mobile user. Once we understand these factors it become easy to make efficient strategy to compete with its competitors and to satisfy its users and find the strength & weakness of company. What is SWOT Analysis? SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations strengths (what an organization can do) and weaknesses (what an organization cannot do) in addition to opportunities (potential favorable conditions for an organization) and threats (potential unfavorable conditions for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines if the information indicates something that will assist the firm in accomplishing its objectives (a strength or opportunity),
SWOT analysis is a general technique which can be applied across diverse functions and activities, but it is particularly appropriate to the early stages of planning for a TIPD visit. Performing SWOT analysis involves generating and recording the strengths, weaknesses, opportunities, and threats relating to a given task. It is customary for the analysis to take account of internal
resources and capabilities (strengths and weaknesses) and factors external to the organization (opportunities and threats).
SWOT analysis can provide: A framework for identifying and analyzing strengths, weaknesses, opportunities and threats.
This checklist is for those carrying out, or participating in, SWOT analysis. It is a simple, popular technique which can be used in preparing or amending plans, in problem solving and decision making. Illustrative diagram of SWOT analysis If SWOT analysis does not start with defining a desired end state or objective, it runs the risk of being useless. A SWOT analysis may be incorporated into the strategic planning model. An example of a strategic planning technique that incorporates an objectivedriven SWOT analysis is SCAN analysis. Strategic Planning, including SWOT and SCAN analysis, has been the subject of much research.
Strengths: attributes of the organization those are helpful to achieving the objective. Weaknesses: attributes of the organization those are harmful to achieving the objective.
Opportunities: external conditions those are helpful to achieving the objective. Threats: external conditions that is harmful to achieving the objective.
SWOT analysis can be used for all sorts of decision-making, and the SWOT template enables proactive thinking, rather than relying on habitual or instinctive reactions. The SWOT analysis template is normally presented as a grid, comprising four sections, one for each of the SWOT headings: Strengths, Weaknesses, Opportunities, and Threats. The free SWOT template below includes sample questions, whose answers are inserted into the relevant section of the SWOT grid. The questions are examples, or discussion points, and obviously can be altered depending on the subject of the SWOT analysis. Note that many of the SWOT questions are also talking points for other headings - use them as you find most helpful, and make up your own to suit the issue being analyzed. It is important to clearly identify the subject of a SWOT analysis, because a SWOT analysis is a perspective of one thing, be it a company, a product, a proposition, and idea, a method, or option, etc.
Here are some examples of what a SWOT analysis can be used to assess:
a method of sales distribution a product or brand a business idea a strategic option, such as entering a new market or launching a new product
a opportunity to make an acquisition a potential partnership changing a supplier outsourcing a service, activity or resource an investment opportunity
Strength Low Entry Cost Commission Structure Fast Activation Process Network Connectivity Data GPRS
Weakness Branding Image Distribution problem Limited product portfolio- Only Mobile Lack of Competitive Strength Limited Budget
Threat Opportunity Political destabilization. Preference of GSM over CDMA New Entrants New Specialist Application IT Development Rural Telephony Market Demand New Market, Vertical, Seasonality, Weather Effects Horizontal Competitors` Vulnerabilities
PROBLEM BEING FACED Lack of communication between retailers and distributor Lack of improper distribution channel
Competitors Not regular visit of DSE and Runner All retailers are not aware of new scheme of RCOM Lack of sales promotion and advertisement Retailer doesnt get claim at proper time No visit of TSM or any other person to the retailers shop
WHAT DOES COMPANY EXPECT TO DO BY SOLVING THE PROBLEM Customer Satisfaction Retailer Satisfaction Increase in Sale Sales Promotion Proper Distribution Channel
METHODOLOGY
The objective of my research study is to find out Analyze the different factors that affect the buying behavior of mobile user. Once we understand these factors it become easy to make efficient strategy to compete with its competitors and to satisfy its users.
The study has several objectives. The main objectives of my research study are: 1. To find out & analyze the different factors that effect the buying behavior of mobile users. 2. To make the comparative study of these behavioral factors. 3. To measure the impact of behavioral factors on the purchasing power of user. 4. To know about the users expectations and their graviences. 5. To obtain suggestions from both customers and retailers. 6. To know about the views of customers and retailers about the existing mobile service providers.
7. To help in development and introduction of new product 8. To identify the company position among competitors
9. To determine those factors which persuade retailers for sale of RCOM Sims/product 10. To find out which type of schemes retailers prefer and why? 11. To study the effect of irregular supply on the sale of the product
2.
i. To know the market of reliance communication. ii. To evaluate the customer satisfaction. iii. To determine the factors affecting buying behavior of customers. iv. To gain knowledge in telecom sector.
3. Scope
of the study
The study which is done is very wide and covers many important factors which is included in the study. As we know that telecom sector is one of the emerging and leading sectors in India. It is one of the greatest employment generatation sectors which is giving lot of job opportunity. So it is very hard to discuss the scope of the study as it covers a very large area. Indian Telecom Industry is one of the emerging sector in the world. Though it was predominantly unorganized industry even a few years back, but the scenario started changing after the economic liberalization of Indian economy in 1991. The opening up of economy gave the much-needed thrust to the Indian telecom industry, which has now successfully become one of the largest in the world. India telecom industry largely depends upon the latest and updated technology. It also plays a major role in the economy of the country. It also contributes around 11-12% to the GDP of the country. India telecom industry is also the largest in the country in terms of employment generation. It not only generates jobs in its own industry, but also opens up scopes for the other ancillary sectors. India telecom industry currently generates employment to more than 35 million people. It is also estimated that, the industry will generate 12 million new jobs by the year 2010.
4. Limitation
The main limitation was the small size of Customers & Retailers. It was to small a size to draw a valid & satisfactory conclusion about the universe.
Some Customers & Retailers were not taking it seriously and they did not give real information.
Marketing managers often commission formal marketing studies of specific problems and opportunities. They may request a market survey, a product preference test, a sales forecast by region, or an advertising evaluation.
Marketing research is a systematic design, collection, analysis, and reporting of data and finding to a specific marketing situation facing the company.
Effective marketing research includes five steps, which should be kept in mind to conduct a marketing research in an absolute manner.
1. Define the problem and research objective. 2. Develop the research plan. 3. Collect the information. 4. Analyze the information. 5. Present the findings.
1. Scientific Method: Effective marketing research uses the principles of the scientific method: careful observation, formulation of hypothesis, prediction and testing.
2. Research Creative: At its best, marketing research develops innovative ways to solve a problem: a closing company catering to teenagers gave several young man video cameras, other places teens frequent.
3. Multiple Methods: Good marketing researchers shy away from over reliance on anyone method they also recognize the value of using two or 4. three methods to increase confidence in the results.
5. Interdependence of Models and Data: Good marketing researches recognize that, the data are interpreted from underlying modes that guide the type of information sought.
Research methodology
The main objective of research is to find out the truth which is hidden and which has not been discovered. According to advance readers dictionary of current English, the definition of research is A careful investigation or enquiry especially through research for new facts in any branch of knowledge. Still the ideal definition of research is an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, competition, and experiment. Research methodology is a way to solve the research problem systematically. It may also be defined as a science of conductive research. Research methodology has many dimension and research methods constitute a part of it.
Research methodology is a way to systematically do the job. It may be understood as a science of studying how research is done scientifically. The most desirable approach with regards to the selection of the research methodology depends on the nature of particular work, time and resources available along with the desire level of accuracy.
Research Type Data Source Research Instrument Type of Questionnaire Sampling Unit Sampling Method Contact Method
Descriptive Research Primary Data Questionnaires Structured Retailer Judgmental Personal Interview
1. The first step was to design a structured interview for the retailers and customer. This includes preparing questions for getting required information.
2. The next step was to see which area was to be covered under the survey. Which was assign by Mr. Mahesh Singh Tomar.
4. The last step was to analyze the data and present the findings.
Research design
Research design means conceptual framework with which the research has to come in structured manner. The research design has to be prepared with keeping following points in the mind:
2. The availability and the skills of the researcher and his staff.
3. The explanation of the way in which selected means will be organize and the reason responsible for their selection.
5. The cost factor must also be taken with care. A researcher should first prepare a budget for the project and should move ahead along with the budget.
As we know that reliance is one of the profitable organization in telecom sector and this is because it is effectively and efficiently using its resources which ins in the form of following.
The marketing and market strategy of reliance consists of a set of related actions that managers take to increase their companys performance. For most, if not all, company strategies result in superior performance, it is said to have a competitive advantage.
Managers in reliance can peruse to achieve superior performance and provide their company with a competitive advantage and strategy management is very important.
Strategic leadership is about how to most effectively manage a companys strategy making process to create competitive advantage. The strategy making process is the process by which managers select and then implement a set of strategies that aim to achieve a competitive advantage.
Strategy formulation is the task of selecting strategies, whereas strategy implementation is the task of putting strategies in action, which includes designing, delivering and supporting products, improving the efficiency and effectiveness of the operation, designing a companies structure control system, and culture in strategic management arena we might say that success is 10% inspiration and 90% implementation. A task of selecting a strategy is usually easy but the hard part is putting those strategies into the effect.
Competitive advantage and a companys business modelCompetition is a very rough and tumble process in which very most efficient and effective companies win out. It is a race without win. To maximize share
holder value, managers must formulate and implement the strategies which enable their company to perform rivals- to give a competitive advantage.
Business & market model of relianceA business model is managers conception how the set of strategies their company purses should mesh together into a congruent whole, enabling, the company to gain competitive advantage and achieve superior profitability and profit growth. A business model encompasses the totality of how a company will: Select its customers Define and differentiate its product offerings Create value for its customers Acquire and keep customers Produce good and services Lower cost Deliver those goods and services to the market Organize activities within the company Configure its resources Achieve and sustain a high level of profitability Grow the business over time
Strategy to be implemented before starting of the business research1. Identification of competitors. 2. Research and development should be conducted
Important issues for running a research1. Knowledge of the researcher 2. Interest of the researcher
Customer satisfaction
Customer delight
Customer service
Market Strategy constantly evolving Changing market condition Moves of competitions New technologies Evolving customer needs & preferences
Political and regulatory change New window of opportunity Fresh ideas to improve the current strategy Crisis situation
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