SYNOPSIS

A COMPARATIVE MARKET ANALYSIS BY TKTL OF ITS COMPETITORS Name: Anand Usn : 1da11mba01 Address:

Internal Guide: Susheela Devi, Sr Lecturer Dr. AIT, Mallathalli, Bangalore. External Guide: Rajiv Solanki, General Manager. Tejkamal Trade Links Pvt ltd, Belmar Industrial Estate, Bangalore.

Introduction:

Comparative market analysis with its competitors is an important issue to be considered by every organization. Strategic excellence and differentiation is possible only if there is a proper envision of competitors advantage or disadvantage. Comparative market analysis is of key importance to a company like TKTL, which is into FMCG( Fast Moving Consumer Goods). The volume of sales of competitors, their differentiation strategies, key attributes liked by the customers, brand advantage and rest of the major factors will be covered in this report. In this study the stand of TKTL in packaged drinking water industry in relation to its competitors will be studied and putforth.

Objectives: To conduct a detailed comparative market analysis in relation to the competitors of TKTL. To understand the key attributes of differentiation among competitors. To know the position of TKTL in current market trend of the industry. To know the reasons for the difference in market performance among the key players of the industry.

Literature Review Comparative analysis of competition to Bisleri- 2009, Sanjeev Sahu Articles of CCI- Competition commission of India July,2011 Evolution of FMCG industry in India, Sudhir Kochall-2007 A project report on competitive advantage of Bisleri over Aquafina-2011, Anil Bandeppa Hygenic practice and standards to be maintained, by BISBureau Of Indian Standards- 2013. Statistical methods of survey- Statistics, Ashwathappa and reddy 2011 4th edidtion Standard Norms of bottled products- BIS- Bureau Of Indian Standards-2007

PROBLEM DEFINITION

To understand the basis of what services does a retailer makes his choice in buying a packaged drinking water. To understand various problems associated with distribution of product. Comparative analysis is the key factor to identify the position of acceptance by the consumers and the feasible market structure available to the given products. Hence conducting the comparative analysis in the fmcg industry was the choice at first place . RATIONALE OF STUDY Being a project for my partial fulfillment of my MBA degree I was motivated to finish this project to the best of my ability. My interest in the field of marketing of products was a motivation factor towards this research. Stability in operations of fmcg companies irrespective of changing financial conditions was a factor that brought me interest in knowing more about the internal workings of the fmcg industry.

TIME ACTIVITY CHART WEEK 1 2 3 4 5 6 7 8 9 10 11 12 ACTIVITY Organizational History, Vision, Mission and policies Industry profile and company standards Competitors and their Impact Organizational Structure and workflow model Production department Finance Department( Collection of annual balance sheet) Marketing Department Human Resource Department Research Design and methodology appropriation Collection and analysis of data Interpretation and proof reading Structural placement of data into report.