1.

1 Aim of the project

This project tries to touches all aspect of international business which affects the organization on global level. Aim of this project is to find out factors which affects the organization in global level and which policies the company should adapted to deal with them successfully. I made this project with help of UNIVERSAL construction equipment and machinery. UNIVERSAL is the one of the largest company which produces and sells the construction equipment all over world. UNIVERSAL Construction Equipment and Machinery brand has strong presence in South America, Middle East Europe, Africa, Nigeria, Tanzania, and Saudi Arabia. UNIVERSAL has distribution offices in Qatar, Oman, and Africa amongst 13 other places with Dubai being UNIVERSAL's own office. UNIVERSAL is one of the best examples of good management practices. It implements various theories like Kaizen, Quality Management etc which help him to become successful organization in global level.

1.2 Definition
Global marketing information System is an integrated network of global information designed to provide international marketing manager with relevant and useful global information at right time and place for planning, global decision making and control. It is the sub part of management information system.

International Market information system is the system which helps us to identify the affecting factor at global level and help us to design our strategy as per the environment. This system adapted by every organization to become successful organization at global market. International business is a term used to collectively describe all commercial transactions (private and governmental, sales, investments ,logistics, and transportation) that take place between two or more nations. Usually, private companies undertake such transactions for profit; governments undertake them for profit and

for political reasons. It refers to all those business activities which involves cross border transactions of goods, services, resources between two or more nations. Transaction of economic resources include capital, skills, people etc. for international production of physical goods and services such as finance, banking, insurance, construction etc. International business is surrounded by various factors i.e technology, government, Institutions, Consumers, Competition, Political, Laws and Regulation, Cross National Cooperation and agreements. These factors make the business global.

1.3 Purpose of the Project

So we need the information system which helps us to identify opportunities and threat at global level and make the organization able to capture them effectively. This project analyzes the International Market Information System of UNIVERSAL, which is effectively used by UNIVERSAL to spread his business from domestic level to global level. Following figure 1.1 shows the factor which affects the organization at global level.
2

Technology Consumer Government

International
Consumer Institution

Business

Political Competition

Consumer

Fig. 1.1 International Business and affecting factor

Fig 1.1 shows what factors affect the organization and which contribute to deciding policies of organization , while fig 1.2 shows how organization move from domestic market to international market and whats are the main stages of organization. Whats the goal of organization? What are the problems organizations facing at global level? What are the advantages of International Business?

Stages

Influence Social and Cultural Technological Economic Political Goals Market Share High Profit Risk Avoidance Resources Acquisition Expand Business Capacities

Domestic International Multinational Global Transnational

Domestic Business

International Business Approaches

Advantages Low prices Variety of goods High Living Standards Economic Growth Competitive Advantages

Influence Export Direct Investment Licensing Franchising Turnkey Projects

Ethnocentric Polycentric Regiocentric Geocentric

1.2 International Business Model

4

1.4 Scope of the project

This project help the organization those who want to enter into global market. The organization which is operating in domestic market definitely faces the different business environment at global level. This project try to give some outline about changing aspect of global business and some strategies organization should adapted to overcome them successfully.

1.5 Salient Contribution of Project

The information used in this project is collected from customer as well as distribution offices of UNIVERSAL. So this project describes various hidden views of business. Following are some contribution of the project.

1. Overview of International Marketing information system adapted by UNIVERSAL 2. Identify the factors which affect the organization at global level and How to adjust With them. 3. Customer feedback about product and what changes they need it. 4. New technology that company should adapted to capture the new market. 5. Competitors of UNIVERSAL and Competitive advantages 6. Rules and Regulation of other countries and effect of that on organization policy.
5

7. Market position of UNIVERSAL at global level and some suggestion to improve it.

Company Name : -

UNIVERSAL CONSTRUCTION EQUIPMENT AND MACHINERY

Established

:-

1974 PUNE.

Corporate Office : -

2.1 Introduction to company

UNIVERSAL construction equipment and machinery is one of the legends in construction equipment world. UNIVERSAL construction equipment and machinery mainly produce the ISO Certified high quality construction equipment. UNIVERSAL is
7

largest company of producing and selling his equipment not in India but also in other countries. WE SMPLIFY CONSTRUCTION! Is our tag line. In just 3 decade, our companies achieved great heights. We got various awards and appreciation about our work from domestic and international customer. This company is located in Pune and has the branches in Bangalore, Mumbai, Delhi, Chennai, Hydrabad, Nagpur, and Jaipur.

2.2 Mission of company

UNIVERSAL's quest is to reach the pinnacle in technology based construction solutions that is powered by an even greater desire to be socially responsible, to conduct business in superior service values and to provide consistent innovations for a better life.

Growth through innovation. We build successful long term relationships with our customers by offering integrated solutions and services and exceed their expectation.

We are responsive to customer concerns and maximize local support with synergistic inputs from principals.

We respect every employee and as a team strive for excellence in our work. It is our endeavor to grow continuously and offer better services to our customers by generating.

Adequate surpluses.

2.3 Vision
8

Our vision is to provide innovative world - class construction equipments backed by technically competent serving capabilities, with the prime motive of satisfying each and every customer of ours beyond the expected levels of business excellence. To the largest selling construction manufacturing company beyond boundaries by adhering to the world class standards through strong R&D efforts, sophisticated Manufacturing equipment, strong alters sales support and vast global reach.

2.4 Policy
To accomplish the mission UNIVERSAL followed the following policies

Doing things right the first time itself by planning, scheduling and assigning the work to proper man and machine, thus reducing wastage.

Developing innovative ideas in process and products by understanding customer requirement and problems

Implementing quality control on products at each stage of manufacturing processes till dispatch of product.

Nurturing research and development. It being backbone of our industry caters to innovative products as per market requirements of construction industry for best quality and speed of construction activity.

Providing technically sound products at competitive prices, by enhancing productivity and controlled use of resources.

Ensuring employee development and their safety through skill enhancement.

9

Adherence to delivery commitments and timeliness in every activity. Catering prompt service to our valuable customers.

2.5 History of company

Everyone has a dream but only few have the passion to transform the dream into a vision which has the power to touch the depth of reality.

Mr. Rohidas Moray, fondly referred as Dadasaheb, streamed ahead in the lane of Construction Equipment manufacturing with his Visions. He started a company with intellectual potential over three decades ago in the year 1974. This company was called UNIVERSAL.

10

UNIVERSAL started with a humble beginning by providing its own produce like oil lubrication pumps and gear boxes to major industrial giants. UNIVERSAL has achieved great heights with its expertise and detailed execution in the past years. It has been blessed by exponential opportunities to test its metal in the course of time. In the mid-80s, UNIVERSAL was given a chance to display its expertise by working Organization). on a project for DRDO (Defense Research & Development

UNIVERSAL put in all its efforts to come up with a Nitric acid pump to be used in the countrys combat weapon - the Prithvi missile. The topping on the cake

was when Dr. APJ Abdul Kalam - Ex President of India personally tested the pump at Hyderabad and approved of its use in missiles - as an import substitute.

In the year 1982, Dadasaheb stumbled across an opportunity which was a turning point in the UNIVERSAL history. A friend of Dadasaheb requested him to develop a

Concrete block-making machine. The manufacturing success of this equipment catapulted Dadasaheb into the Construction Equipment manufacturing frame.

With a workforce of 30 to 40 workers UNIVERSAL started the manufacturing of its small Concrete Mixers at its Warje workshop , which was set up in the year 1991. In the same year UNIVERSAL achieved yet another striking goal by exporting its

11

first ever produce to Sri Lanka. The Warje workshop was bursting and production of Construction Equipment was on

with high

energy spirits.

UNIVERSAL supplies 50% of its produce to illustrious companies. UNIVERSAL never missed to participate in events which gave them opportunities to showcase their talents & competencies. UNIVERSAL participated in an exhibition - Constro'91 which resulted in great success. Mr. Ranjeet Moray, the elder son of Dadasaheb joined the UNIVERSAL band wagon in year 1994, and introduced the First Five year plan. Like father, he too set

ambitious goals to benefit company upraise, such as:

1. Expansion of the sales and services network. 2. Broadening of base construction equipment. 3. Standard of construction equipment.

Mr. Abhijeet Moray , the younger son, joined Dadasaheb with his professional training in Management and Cost Accounts in 1997. He also brought along with him his ability to be a cheerful management leader, which later helped him to deftly handle

12

labour and logistics. In the coming years UNIVERSAL, headed by Dadasaheb and his sons took this company to greater heights. In 1996, the Warje workshop was shifted to a new and big facility at Shirval. With this new beginning UNIVERSAL also opened up 15

branch offices all across Maharashtra. The next year , saw the incoming of new construction products such as Reversible Drum Mixers which were indigenously designed , and also mobile batching plants. UNIVERSAL turned into an ISO certified company and launched its own website displaying its wide range of power house products in the same year.

High and lows are a part and parcel of life. 1997 witnessed a recession in Real Estate market. UNIVERSAL took this downfall into its stride and transformed it into a success story. The focus was effectively changed towards manufacturing special equipment for construction of dams, irrigation projects. The designs were delivered with personal Involvement on-site. The year 2001-2005 is considered to be the Golden Era in the history of UNIVERSAL This was the Second Five year plan of UNIVERSAL.

Introduction of new products like Batching plants, Reversible Drum Mixers, Passenger-cum-Material Lifts and Works Platform.

13

In 2004, UNIVERSAL participated in Bauma - the largest and prestigious exhibition in the world for Construction Equipment in Munich, Germany.

This exhibition gave UNIVERSAL a hands-on chance to tap into the Export scenario by getting overseas orders for products through merchant exporters.

To support this high flying thought, UNIVERSAL laid the foundation stone for the Shiware Plant which was slated to be a state-of-the-art manufacturing plant. The Third Five Year plan began in 2006 and was set with high goals to be achieved.

Set Global Service Network in Middle East and Africa Expansion of manufacturing base for more Production Introduction of heavy range of Construction Equipment To set assembly units in North, East, South and Central India To establish a 100% EOU (Export Oriented Unit)

The year 2006, brought in lot of joyous moments for UNIVERSAL and is continuing till date.

The Shivare factory was opened. Shindewadi factory as acquired and production commenced. 4 Strategic Business Units were formed. Assembly units were set up in Jaipur, Kolkatta, Bangalore, Ahmedabad and Nasik.
14

 Distribution offices in Qatar, Oman, Africa amongst 13 other places with Dubai being UNIVERSAL's own office. UNIVERSAL participated in the Bauma for the second time and received an overwhelming response from all over the world. Received the status of MEGA Project & signed an agreement with the Government of Maharashtra.

Organizational development initiatives undertaken such as implementation of Kaizen, Quality Circle. ISO 14000, ISO18000. Inducted external professional directors on the board. Introduction of Brand Ambassador- Ms. Sagarika Ghatge of "Chak de India" fame. Setup service vans all over India. UNIVERSAL has started a unique training facility "UNIVERSAL Construction Machinery Training Centre (UCMTC)" for construction equipment operators at its Shiware plant.

2.6 Awards
1. Bharat Vikas Award 2. Vastu 96

15

3. Buildmat 95 4. Mega Expo 96 5. Constro 97, Constro 2000. 6. WQC International Star awards in the Gold category by B.I.D.in Europe

2.7 Structure of organization

UNIVERSAL construction and equipment has following organization structure. Chairman ( Mr. Rohidas Moray)

Managing Director (Mr.Ranjeet Moray )

Director (Mr. Abhijeet Moray, Mrs. Ranjana Moray)

Independent Director (Smt. Vijayatai Patil, Mr. J. L. Dashmukh , Mr. Ashok K. Gupte) Executive Director (Mr. K. K. Taparia)

Chief Executive (Foreign Subsidiary)

16

Manager R&D

Manager Finance

Manager production

Manager Human Resources

Manager Marketing

2.8 Infrastructure of Company

BUSINESS DIVISION

UNIVERSAL has structured its business division in healthy ways, so as to ensure adequate focus on national as well as international business. Our recent distinctions in winning overseas awards have more than justified the Special Import Export Division, catering to interests of the international trading community. Our national business is equally streamlined and functionally aligned to stay flexible to market needs, proactively sense business potential and always remain two steps ahead of our competition, in serving customer segments. Qualified and experienced team of experts & in house division of sales, marketing & after sales completes the powerful form of our organization. SPECIALISATION PRODUCT TECHNOLOGY & EXPERTISE UNIVERSAL believes in using technology and technique to their optimum and
17

harness their potential by investing in high yielding infrastructure, vitalizing Research and Developments faculties and well designed assembly shop floor and go downs to house such sophisticated machineries. Not only because best quality inputs guarantee best quality outputs in the form of world class products and components, but also because such encouraging working facilities and safety systems motivate people to bring our their fullest. People, who are an organizations strongest and most valuable resource, thus contribute their best for the best. RESEARCH, DEVELOPMENT & DESIGN UNIVERSAL considerers R & D as its backbone and has to its credits indigenously developed products to suit all site requirements. Rigorous efforts are made to upgrade the present products and to develop new products and concepts, which will eventually improve construction standards and ease business process.

FACTORY SETUP Situated 50 Km from Pune on the Mumbai Bangalore National Highway, UNIVERSAL is equipped with modern and sophisticated factory setup to produce world-class high quality construction equipments. UNIVERSAL has in house manufacturing facilities such as modern machines shop, sheet metal shop, fabrication shops, assembly line, pain shops etc. All the machines manufactured are thoroughly checked by Quality Assurance Department and backed by strong after-sales service department. The sophisticated factory has also won award for the best factory. UNIVERSALs strength lies in its experienced and highly qualified team of engineers

18

and staff, devotes and skilled workers.

19

Board Room Meetings

Training Session

Reasearch & Development

UCM Plant

Machine Shop

Paint Booth

Fig 2.1 Infrastructure of UNIVERSAL

20

2.9 Future Plan

20 Engineers holding the reigns of a structured R&D prepares to launch one product to be launched each month over the next 12 months. Every step would be computer based bringing about a change in strategy. A special engineering team will provide solutions instead of just product sale. By taking opportunistic advantage of the recession, UNIVERSAL has decided to launch Tower-Hoist, Lifts and Works platform of up to 100 mtrs height which in other terms will help in cost savings. UNIVERSAL is battling very well in the international arena too. It has beaten markets of many international brands such as SILA, Italy, thanks to UNIVERSAL's precision in quality and costing. UNIVERSAL is also looking at newer ways to tap the rural market in future. Despite the recessionary trend the company had conducted effective cost cutting measures and seen a growth of 30% this year. Also kaizen system was implemented in all the three manufacturing units of UNIVERSAL.

21

3.1 Objective

The main objective of the project is to study the International Business Environment And analyze the factors which affect the Business at global level and also analyze the International marketing Information System which is adapted by UNIVERSAL to cop up with related factor.

Small overlook of UNIVERSAL International Marketing Information System.

To have in-depth study of the various global environment factors and strategy

Adapted by UNIVERSAL to overcome the threats.

To know the Domestic and International Customers feedback about our product.

Competitive strategy made by UNIVERSAL to make his market position strong.

22

4.1 Project Methodology

In everyday Business has to face many problems viz. social, economical, financial, political problems. These problems i call for acceptable and effective solutions and for this purpose, research is required and a methodology applied for the solutions can be found out Research was carried out at UNIVERSAL Construction Equipment to find out the detail about International Marketing Information System.

4.2 Data Sources

Primary data

Costumer Feedback, Questionnaires, Interviews of Staff working at Various Countries Distribution Center.

Secondary data

Company profile, Foreign Countries Law book, Existing files, records, Websites, books provided Required information.

Discussion with officials of respective department. Collection of data related to the form & also analysis it with the requirement. Submission of registration form to the Customer.

23

4.3 SWOT ANALYSIS FOR CONSTRUCTION EQUIPMENT Assessment of strength & weakness, opportunity & threats in relation to the internal and external environmental factors. Strength:

Tie up with rebound organization. Providing Reliable Information to International Marketing Information System. Wide spread contacts Giving faithful services to the Customer.

Weakness:

Large amount of Information available from various Distribution Centre. Most of information collected from Various Countries Distribution centre is varies according to various factors like political, technology.

Opportunity: Large number construction companies needed sophisticated and good quality of construction equipment.

24

Threats: Existences of large no of competitor in international and domestic market. It was know how this International Market Information System works as a solution provider for tackle the business problem at global level.

4.4 Scope of the study:

To study different business affecting factors and UNIVERSAL International Marketing Information System. The main aim of study is to give benefit of international market opportunity to the emerging international business.

4.5 Working Area:

UNIVERSAL Construction Equipment and Machinery.

4.6 Sample size

Distribution Center ::28 10 18

Domestic center

Foreign Distribution Center : -

25

4.7 Sampling technique

Cluster Technique In this technique first select the particular area and afterward I selected the response of particular area i.e. its multistage sampling.

TOOL OF DATA Collection Observation: - Observing the affecting factor of various countries i.e. political, economical, culture Questionnaires: - questionnaires collected from various distribution centers. Feedback of customer about our product. Survey in international market.

26

4.8 Limitations of the project

Every study has its own limitations so does our study. The limitations faced are as follows:
1. We could get to know about only those countries information which

Permit us to access the data.

2. Lack of co-operation of some department and companies.

3. The study was limited to the extent of the time spent in the organization.
4. We could not get in contact with the rural countries. 5. Unavailability of information at required times let goes off the

Opportunity.
6. Unreliability of available information due to fluctuation condition of

International market. 7. Lack of information about new or emerging competitor.

27

5.1 Introduction
International marketing information system (IMIS) is an integrated and comprehensive network of information relating to all areas of international business having a direct and indirect bearing on marketing. The purpose of this system is to provide relevant and accurate information at the right time and place for decision making and implementation to all managers concerned. International marketing information system (IMIS) helps managers to scan the relevant environment, identify opportunity and potential threats and formulate international marketing strategies and also other strategies. IMIS is an important sub-system of the broader management information system. Automated system: - Collection of data and information, processing and filling them have became easy and accurate with the computerization and networking of offices. However, there are certain offices both in advanced countries as well as developing countries that still depend on manual processing of data and information. Marketing information system need not be computerized or automated. However, it is easy and also relatively less costly to computerize the marketing information system. In addition, the computerized and automated information system processes and provides the information and results accurately at less time. System Design: - System design is an important aspect of the international marketing information system. Various information requirements are gathered, and converted into one or more plan in the process of the system design. These plans clearly specify procedure and programs in colleting, recording, tabulating and analyzing international

28

marketing data and information. Various alternative plans are prepared, compared against each other and the best plan will be selected and implemented. Finally, the selected system needs to be installed. The marketing manager should make sure that are installed system functions and procedures results are planned. The next step is to provide training to the system operators and system users. The system should be put under test for some time and during that time the comments of the system operator and user should be evaluated and necessary changes may be brought in the system design accordingly in order to ensure smooth operation of the system in the long run. The system should be continuously monitored and evaluated even in the long run and necessary modification may be implemented continuously in order to enrich and update the system to serve the users more efficiently. Most of organization following procedure is adapted to design the International Marketing Information System (IMIS).

29

Gathered the information requirements

Converted into one or more plane (It contain procedure and programs for collecting, recording, tabulating and analyzing)

Compare plans

Select best one and implement

Installed the system

Evaluate System for best performance

Fig 5.1 Implementation of IMIS

30

5.2 Characteristics of Sound International Marketing Information System:-

The international Marketing Information System should possess the following characteristics, to be effective and efficient.

According to Sweeney and Boswell, the system should be user oriented, expandable, comprehensive, flexible, integrated, effective, cost effective, reliable, timely and controllable.

IMIS should be systematic and self perpetuating. IMIS should be continuously audited, evaluated, and updated. IMIS should be allowed to receive information from global marketing environment and update the system.

The system should time independent, as it should provide the services around the clock.

The system should also incorporate other characteristics like standardization, uniformity, flexibility and integration.

The system should be location independent as it should collect and incorporate information from all countries and markets and also allow the usage by all markets in all countries.

31

The system should incorporate cultural knowledge and linguistic capability from all strategic points of markets.

Laws vary from countries to countries and in some countries from province to province. However, certain kinds of information should be standardization in order to ensure uniformity.

The system should allow certain degree of flexibility. The system should integrate the data as it serves the diversified markets in several countries with time, cultural, political and language variations.

5.3 Elements of International Marketing Information System

A fair IMIS balances the information from following view points

What information international marketer will like to have ,VS what information he really need to have ,VS What information is feasible to collect ,process and use .Hence it is interested to check various elements of IMIS.

(A) Information Subject List:

32

It is the basic element of IMIS. Each marketers subject list should be developed and tailored to the specific needs and objectives of the company and it is hardly possible to standardize it. The task given below would be starting point in preparation of any subject list for any particular exporter.

Category (1) Market Information Market potential Consumer Behavior Channel of

Coverage

Potential Attitude

demand ,behavior

for and

customers needs of

distribution customer for existing and future products availability and preference of the

marketing channels

(2) Competitive Information Competitive Market Strategy and Goals ,Objectives and rational of the plans Competitive Operations exporter Detailed information on competitive operation shipment with production and

33

(3)Foreign Exchange Balance of payment Estimation of international RBI reports Expert judgment

comparativeness

Attractiveness

of

country

currency and assets to global investors Govt. Polices regarding country competitiveness Country monetary and fiscal Currency demand through IMF report polices Spot and forward market activity (4) perspective information Foreign Taxes Foreign Laws and prescriptions Information concerning to local , regional or international authority , guideline etc (5) Resource Information Market report Information concerning to decision , intension and attitude of foreign authorities

Human Resources Availability of individual ,groups,

34

Money Resources Raw Material

employment ,candidate etc

Availability of term loan money , working capital money and cost of the funds (6) General Conditions Economic Factor Social Factor structure and economic geography. Political Factor Social structure of society ,customs Macroeconomics information dealing with factors such as economic

Management and administration attitude and preferences . practices

Other information

Table 5.1 Information subject List

The six category mention in above table satisfies two criteria.

1) It is exhaustive. 2) The category is mutually exclusive.

35

Any type of information compiled by the framework can be accurately placed in only one category.

Components of IMIS

Determining information need

Identifying information sources

Identifying information sources

Identifying information sources

Identifying information sources

36

Modification

System Review

Fig5.2 Components of IMIS

37

(B) Scanning modes: Surveillance and Search

After subject list is determined, the next task in framing the information system in collection of information. The process of gathering information is called as scanning. The two important modes in scanning are surveillance and search

During surveillance, the scanner is oriented toward collecting relevant information which is contained in message and reports. The scanner seeks the information formally or through structured study research. The two orientations and their component are as bellow.

Modes

Coverage

Surveillance Orientation (a) Viewing (b) Monitoring

General

exposure

to

external

information where the viewer do not have specific purpose other than

exploring information

38

Focused attention to a clearly identified area or type of external information

Search Orientation (a) Investigation (b) Research

Limited and informally seeking specific information Formally organized study to collect specific purpose information on specific

Table 5.2:- Scanning mode

The international must scan the universe for collecting information about market opportunities and threats. Thus the important modes of scanning are surveillance, by keeping in touch with the area of information and search by actively seeking out information.

39

5.4 IMIS Sub-System:

IMIS consists of a number of sub-systems. Important among them include internal reporting , marketing research and marketing Intelligence.

Internal Reporting IMIS SubSystem

Marketing Research

Marketing Intelligence

Fig 5.3 Branches of IMIS Internal Reporting Sub-System: This sub-system incorporates the internal data and information on daily basis regarding sales , consumer feedback , sales orders ,shipment ,inventory levels ,promotional programs and their efficiencies and cost ,price ,discounts ,inventory levels ,debtors and the like .This information is important ,as different department located
40

in various countries need it on a continuous basis. The system can incorporate automatic updating of these data. Marketing Research:Marketing research sub-system is vital for various and specific marketing activities. Marketing research sub-system incorporates various marketing research studies conducted by the company in particular and other companies and research organization in general.

Marketing Intelligence Sub-System: This is an active and dynamic subsystem. This sub-system incorporates data and information regarding daily happening .this sub-system collects the data from news papers , magazines , internet ,salespersons ,suppliers , marketing intermediaries , government agencies , research organizations and the like . This subsystem incorporation data relating to all aspects of international marketing environment, which affect the marketing activities in various countries directly and indirectly.

5.5 Implementation of IMIS

The system should be implemented very carefully as the implementation process should be in conformity with the local laws of the country concerned . Data users in some countries need to be registered with the appropriate body . Similarly , personal privacy

41

laws are strictly implemented in some countries. Therefore , the system should be carefully in collecting personal data.

5.6 Value Addition:IMIS should not be mere a system of data collection ,storage and providing data. The system should process the data and information and prepare the analytical reports. The analytical reports should incorporate the results of earlier studies, theoretical concepts ,experiment and the like .the report should also provide results of the analysis ,recommendation ,suggestion and conclusion based on the data and analysis.

5.7 Marketing Research:-

According to the American marketing association marketing research involves the systematic gathering , recording and analyzing of data about problems relating to the marketing goods and services. this definition fails to deal with planning or designing of research problems. Kotler.al, Define marketing research as,the systematic design,

collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company.

42

5.8 Scope of marketing research:-

Scope of marketing research studies at international level includes market measurement studies, competitive studies of international environment. Market measurement studies identify the current market size and potential size various international markets and the firms share over a given period of time. Competitive studies identify the impact of competitors marketing strategies and practices on the firms present sales and potential sales in various foreign markets. International environment studies indentify the impact of various environment factors on the firms current and future marketing activities in various countries. The scope of marketing research at tactical level includes impact of marketing polices and strategies on product issue, price issue, promotional issues and channel issues.

Process of market research: - steps in market research include: Definition of research problem Research design and sampling Method of data collection

43

Measurement and data analysis Presentation of report

5.9 Benefits of International Marketing Information system

It helps the manager to identify the global opportunities.

Make the marketer aware of global market problem and then it also facilitates the marketer to develop international marketing plan.

44

5.10 Summary

International marketing information system (IMIS) is heart of organization, which keep organization in touch with global market. It helps the organization to adapt the changeable market condition. IMIS is identifying the threat and opportunity for the organization and make it able to capture the emerging opportunity and resist threats. IMIS collect the information from various sources, process it, analyze it make it able the organization to take the decision at proper time and maintain the sustainable position in market. International Marketing information system is an integrated system is an integrated network of global information designed to provide global marketing managers with relevant and useful global information at right time and place for global decision making. The two basic elements of IMIS are Information subject list and scanning modes. International marketing research involves collecting the data from global sources and analyzing the data on the problem relating the international marketing of goods and
45

services. The main dictator in international information need is the, market entry position. For example information needed would be altogether different if company wants to enter global market VS the company has already entered in global market.

5.11 International

Market information system in UNIVERSAL

Construction Equipment and Machineries

International marketing policy

In todays rapidly changing business environment a well defined marketing policy is necessary for organizations to respond to its changing factors in time. Therefore, it is important to have a clear and concise marketing policy in place, which can be executed effectively to spread business at the right place quickly. Creating a marketing policy is the steps in the efficient business process. A clear and concise marketing policy helps. It specifies the objective of organization and provides a framework for implementation of International Market Information System (IMIS). It may involve organizational system to be developed for the process of attracting customer on a timely basis in sufficient
46

numbers, and with appropriate demand, and encouraging them to buy our product rather than competitor.

In the UNIVERSAL

UNIVERSAL adapted International Market Information System (IMIS) very effectively. UNIVERSAL used this system to cops up with all problems which organization is facing in international market. IMIS System helps the UNIVERSAL to take the proper decision with help of some facts. IMIS helps the UNIVERSAL to gain the competitive advantages by promoting his new innovative product at right time and at right place. IMIS collect the information from various countries and then analyze it and help to develop and design the centralize system. It also helps the UNIVERSAL to adapt the changing technology and produce the innovative product. It also help the Research and development department of UNIVERSAL to keep track on emerging need of customer as well as technology.

47

Analysis and interpretation of data

This analysis based upon the case study. In 5 Feb 2005 UNIVERSAL launches the 10 innovative products. During this launching it effectively utilizes International Market Information System, because of this only UNIVERSAL had good response from international market. IMIS also help UNIVERSAL to create strong market position and gain competitive advantages .in this way UNIVERSAL gave tough fight to china product in international market. Following are some detail about case,

UNIVERSAL launches ten new innovative products To fight recession in Construction Industry

Pune 5 Feb: Pune based UNIVERSAL Construction Machinery and Equipment Ltd. has launched ten new innovative products. These include 10/7 concrete mixer with hopper, 10/7 concrete mixer without hopper, RM 300, PAN Mixer Tractor type, Multipurpose Lift, Twin Skip Tower Hoist, Mini Lift Self Supported(200 Kg), Twin
48

Cage Passenger Cum Material Lift for 1 ton and 2 Ton and Chimney Lift for 300 meters height. These products are technically superior and affordable. The products have multipurpose utility with lesser cost which will prove a boon in the recession times for the construction industry. Reduced weight, lower cost of operation, lower cost on logistics, compact size are some of the major features of these products which will help in reducing cost of construction. These products will also directly compete with Chinese products in India as well as in international markets. Amongst those present were Cyrus Pithawala Director Hirnandani Group, J.S Jadhav, Chief Executive Officer, B.J. Shirke Constriction Technologies, Builders Association of India Pune Chapter's Chairman Nilkanth Joshi, and CS Parhar - MES BAI Chairman Agriculture Expert Dr Sudhir Bhongle. Executive Director UCMEL - KK Taparia and Ashok Gupte and Vijayatai Patil , independent directors, UNIVERSAL Speaking on this occasion Ranjeet Moray, MD UNIVERSAL Construction Machinery and Equipment ltd said "The Construction Industry is in recession and the launch of these ten products come at the right time. The market demand was for lowering cost of construction activity as the savings will add on to their earnings. These are multipurpose products with affordable pricing .We have a rural marketing strategy in place to market these products. We will be appointing 100 dealers at District level in the North and 15 in the North East by March end. We are also promoting the sale of equipment to people who sell non - branded products. We will train them and equip them will all the necessary skill sets. We will be organizing seminars at Taluka Levels
49

to educate these operators about the products" On the export part he said "We already have a strong presence in South America, Middle East, Europe and Africa, but we have identified newer countries like Nigeria, Tanzania and Saudi Arabia where these products have a lot of potential. Also we have worked on the logistics part to bring down the cost of shipment due to the compact size. We are expecting a growth of 25% for exports and 20% on domestic front due to the launch of these innovative products". UNIVERSAL is also looking at newer ways to tap the rural market in future. Despite the recessionary trend the company had conducted effective cost cutting measures and seen a growth of 30% this year. Also kaizen system was implemented in all the three manufacturing units of UNIVERSAL

50

Analysis
Let do this analysis on the basis of market 4ps.

Price Affordable price

PRODUCT Technically superior Multipurpose Utility Reduced Weight Compact size UNIVERSAL Launched 10 new INNOVATIVE PRODUCT

Lower Cost Reduced transportati on cost Compact size Lower cost of operation Place Lower cost of logistics UNIVERSA L mostly launch their product in rural area Tap newer countries like Nigeria, Tanzania and Saudi Arabia where products have a lot of potential

Promotion Launched the product with help of TATA International Ltd. Following strategy Distribution Channel

51

Fig 6.1 Strategy of UNIVERSAL

With the help of IMIS UNIVERSAL expectation about the growth of 25% for export and 20% domestic market is accomplished. Export Growth in recent year

1st QTR [ 2005 ] 2nd QTR [ 2006 ] 3rd QTR [ 2007 ] 4th QTR [ 2008]

5% 7% 10% 25%

Chart 6.1 Growth in export

52

International Market Information System [IMIS] makes the possible increase growth in export. Now UNIVERSAL expecting the growth of 30% in next year and we sure that UNIVERSAL definitely achieve this target with help of IMIS. This strategy is not only helpful for UNIVERSAL Organization but also for Customer. IMIS identified the need of customer. This strategies result into satisfied customer. Following are the some statistical analysis of both domestic and international market based on questionnaires collected from various distribution centers.

Q1. What purpose you are using our machineries?

Domestic International Building Irrigation Road 70% 5% 30% 60% 40% 40% 80%

Industries 50%

53

Interpretation: - Above chart give the complete overview of use of machineries in different sector ranging from building to irrigation in domestic and international market. From above chart we come to know that 80% international customer use the machineries for industries purpose while 70% domestic customer uses the machineries for building purpose. Q2.How much your annual turnover?

This question helps us to find out the capability of customer i.e. financial position of the customer.

Domestic International More than 10 million 10 m > Turnover >1m <1m 5% 45% 50% 50% 20% 30%

54

Interpretation :- International customers having stronger financial position than Domestic customer. 50% of international customer having more than 10m Annual turnover while 50% of domestic customer having less than 1m annual turnover

Q3. Are you using UNIVERSAL machinaries and equipment?

Domestic International Yes No 55% 45% 40% 60%

55

Interpretation :- From above chart we conclued that UNIVERSAL occupy 55% domestic while 40% of international Market.

Q4. What is your feedback about our product?

Domestic International Very good Good 40% 30% 45% 20% 25% 10%

Satisfactory 25% Poor 5%

56

Interpretation :- From above chart we conclued that Internationa customers are more satisfied with our product than domestic cutomer.

Q5. What is your feed back about after sales services ?

Domestic International Very good Good 60% 10% 65% 15% 10% 10%

Satisfactory 25% Poor 5%

57

Interpretation :- Above chart conclued that UNIVERSAL is successful todeliver the after sale services.

Q6. Are you interested to procure our machinaries in next half year? Domestic International Yes No 70% 30% 60% 40%

58

Interprtation :- From above chart we conclued that 70% of Domestic and 60% International Customer are intersted to buy our product.

Findings

UNIVERSAL use the IMIS System to identify the need of customer. With the consideration of this need UNIVERSAL design the New Innovative product for
59

International Market thats why 40% domestic customer and 45% international customer fully satisfied with our products.

UNIVERSAL use IMIS to find out the potential market for this innovative product. Through IMIS system we come to know 5% domestic and 50% international customers are potential customer.

UNIVERSAL take the help of IMIS to decide the best time for launching of this product. In 2005 IMIS suggest to launch the product in recession as result this product successful in domestic and international market.

UNVERSAL use IMIS to decide the new market for their products .In 2005 IMIS suggest to launch the product in rural market which help them to enter into new market.

Overall UNIVERSAL designs the new strategies with the coordination of IMIS.

60

Due to this coordination only UNIVERSAL expanding his export. From last three year export growth increase up to 30%.

UNIVERSAL take the help of IMIS to find out opportunity and threats.

61

Recommendation

Before filling the data in International Market Information System check for its reliability.

Remove the ambiguous data.

Report should be clear and precise.

Information should reflect the changing condition of market and other factor.

Dont disclose the confidential data.

Follow the all regulation and rule of government.

62

CONCLUSION

International Marketing Information System provides a proper business

environment and direct to the manager to develop them proper market strategy.

UNIVERSAL gives the support and extend source of construction equipment to

the construction organization.

UNIVERSAL believes in the growth of the customer as well as company.

It effectively works for maximizing the contribution of the simplifying the

construction work by its new innovative product.

63

Bibliography

International business text book by P Subba Rao International Marketing Management by M.V.Kulkarni http://www.Wikipedia.com/internationalBuisness http://www.wikipedi.com/internationalmarket http://www.google.com UNIVERSAL website and Catalog http://www.uceindia.com

64

Annexure
Questionnaire for gathering information from daily customer

Section 1 : Customer s details

Name of the customer

Name of the firm-

Address-

Contact NO-

Email Id-

Section 2 :Customers Profile 65

Projects dealing in

Building

Irrigation

Road

Industrial

Ongoing Project

Upcoming Project with Tentative date of starting

Annual Turnover

66

Section 3:Product /Company feedback

Are you dealing with any kind of construction Machines :- Yes / No

If yes, specify

Product

Capacity

Brand

Purchase price

Are you using any kind of SEE-SAW , MULTI GO ,MINI LIFT :-

YES/ NO

If yes , specify

Product

Capacity

Brand

Purchase price

Are you aware of UNIVERSAL Construction Machinery & Equipment Ltd: YES / NO 67

IF yes , Specify

Your feedback about this products: .

Your feedback about UNIVERSALs after sales services :

Are you planning to procure any of the similar products in next 3 months YES / NO

If yes , specify

Product

Capacity

Brand

Purchase price

68

Remark : . Signature of customer

69