Live Project

Title
“A STUDY ON GEOGRAPHIC SEGMENTATION OF
THE LOCAL MARKET BY THE LOCAL FURNITURE
MANUFACTURE / DEALER”

Submitted To:-Mrs. Sheetal padiyar

Submitted By:-Yazad Kapadia
[8NBSU112]
 ACKNOWLEDGEMENT

I am thankful to Mrs. Meghna Dangi the principle of

ICFAI National College for giving an opportunity to come on this
stage.

I am also thankful to Prof. Sheetal padiyar for constant

support and encouragement as well as the valuable guidance and
direction she had provided to me during the preparation of my
Management thesis report “A Comparative study of Web-Trade
facilities offered by Sharekhan Ltd and Indiabulls Ltd”.

I find my Management thesis report very useful and

educative, it was very good experience for me in the market to
meet and discuss with the valuable customer. I thank for their co-
operation

Last but not Least, I would like to record my special

thanks to my parents and friends who help me directly or indirectly
in my preparation of my Management thesis report.
 Contents

• Bases for Segmentation

• Geographic Segmentation
• Introduction of Company
• Profile
• Question
Bases for Segmentation

There are nine major bases for consumer market segmentation

– Geographic segmentation, demographic segmentation,
psychological segmentation, psychographic segmentation, socio-
cultural segmentation, use-related segmentation, use-situational
segmentation, benefit segmentation, and hybrid segmentation.

The vision for any business

or initiative is always associated with profit and growth. To
enhance the possibilities of both these much desired end results,
the approach has to be segment specific and focused on the
targeted market. According to the volume of business and the
target market, it becomes necessary to identify specific zones and
market requirements.
Geographic Segmentation

The geographic segmentation represents the market divided by

location. The philosophy followed by this segmentation believes
that people who live in the same area share some similar needs and
wants and these needs and wants are different from the people who
are living in the other parts of the country. For example some
foods have high demands than other regions. So it varies from
region to region. Geographic priorities also depend on the brands.
In some area one brand might be very popular and famous. But in
other areas it is quite possible people like different brands.

Some marketing professionals believe that due to globalization and

internet world wide expansion have decreased all the geographic
boundaries and all geographic marketing should be changed by the
Global Marketing strategy. They say now ordinary people watch
MTV, wear Levis jeans and eat McDonald's Pizza. Internet has
given the power to consumers to make purchases online by sitting
in any part of the world. This geographic segmentation can be done
on the basis of region, City Size, Density of area, climate.
Marketers have observed divergent consumers purchasing patterns
among urban, suburban and rural areas. However geographic
segmentation is very useful for marketers as a strategy.

The vision for any business

Initiative is always associated with profit and growth. To enhance
the possibilities of both these much desired end results, the
approach has to be segment specific and focused on the targeted
market. According to the volume of business and the target market,
it becomes necessary to identify specific zones and market
requirements.
Introduction

STEELCRAFT INDUSTRIES

Profile
We are original manufacturer of office, industries and home steel
furniture like office chairs, tables, cupboards, industrial lockers,
library cupboards, family cupboards, slotted angle racks and many
more products.
Business type:
Manufacturer

Products Manufacturing :
Office and domestic steel furniture, cupboards, industrial lockers,
office chairs, revolving chairs, tables, filing cabinets, library
cupboards, sliding door units...

Contact Detail:
STEEL CRAFT INDUSTRIES
PLOT NO. 136-137-138, G.I.D.C. ESTATE, NARMADA
NAGAR,
Bharuch - 392015, Gujarat, India
Phone:91-2642-246796
Fax:91-2642-243413

Key Personnel
Mr. Dara Mahudawala (PROPRIETOR)

Main Branch
Steel Craft Industries
27 B.G.Trade Center,
PanchBatti,
Bharuch – 392001

Showroom
Steel Craft Industries
Golden Track center,
Station Road,
Ankleshwar

Question:
Q-1 How many branches are there in Bharuch?
A-1 There are only one main branch in Bharuch and it is situated
in middle of city and there is one showroom in ankleshwar near
GIDC area.

Q-2 Do all the items are manufactured in Bharuch?

A-2 All the items are manufactured in Bharuch manufacturing unit
which is situated in GIDC, Narmada Nagar, Bharuch.

Q-3 Which items are mostly sold in both branch?

A-3 In Bharuch branch mostly sold items are of house hold items
and in ankleshwar office furniture are in high demand due to the
industrial area.

Q-4 Do you sale standardize product or variable product in both

branch?
A-4 we sale only standardize manufactured product in both the
branch.

Q-5 Is there a price difference in any of the branch?

A-5 No the price of the product in both branch is similar.

Q-6 Do your Company changes your product with customer

requirement?
A-6 No the product is not changed with customer requirement.