HOWAR GARDNER Y LA TEORÍA DE LAS INTELIGENCIAS MÚLTIPLES
2. LA EVALUACIÓN DE LAS INTELIGENCIAS MÚLTIPLES
2.2. La evaluación portfolio
Strengths
• Being one of the largest companies in India the company has achieved a degree of focus in its core business of its products.
• It has a strong brand name, superior quality products and an enviable distribution network.
• It has a clear and well-defined organization structure and limits of financial authority.
• Increase in advertisement spends affect the company’s margins.
• The company‘s bottom line falls victim to the bloated and highly paid workforce, which affects its margins.
Weakness:
• Little efforts over the Advertising of products.
• Distribution channel is not accurately categorized.
• Premium priced products, hence can’t compete in low price segment.
• No separate strategy for rural market.
Opportunities:
• The company's financial performance can receive a major boost from its cost reduction efforts.
• There is a lot of scope of product and market diversification.
• Exports of products will also have huge chances in the coming years.
• Airtel’s business has ample scope for gaining market share from the unorganized sector. Rural penetration too holds vast potential to bring about growth.
Threats
• The slowdown in the economy has restricted topline growth of most FMCG majors and for Airtel also it will be difficult to maintain historical growth rates in such a depressed scenario.
• Company’s major raw materials are influenced by government policies / controls as well as vagaries of the monsoons. Fluctuations in the prices of raw materials would have significant impact on costs and margins of the company.
Moreover, inordinate hike in Broad Band Internet products would also increases company’s production and distribution cost.
LIMITATIONS
No project is without limitations and it becomes essential to figure out the various constraints that we underwent during the study. The following points in this direction would add to our total
deliberations:-1. During the study, on many occasions the respondent groups gave us a cold shoulder.
2. The respondents from whom primary data was gathered any times displayed complete ignorance about the complete branded range, which was being studied.
3. Lack of time is the basic limitation in the project.
4. Some retailers/whole sellers refuse to cooperate with the queries.
5. Some retailers/wholesalers gave biased or incomplete information regarding the study.
6. Money played a vital factor in the whole project duration.
7. Lack of proper information and experience due to short period of time.
8. Some retailers did not answer all the questions or do not have time to answer.
SUGGESTIONS
Following are the few suggestions to AIRTEL for improving the market share and image of the products concerned.
1. PRODUCT
*Modification must be brought about in AIRTEL, in terms of quality. Its demand should be increased.
2. PLACE
* The brands must be made available easily in, PCO & general stores.
3. PROMOTION
*Company must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness.
*Free samples should be distributed among the prospects. Sales promotion tools like gifts, contests and coupons must be given to retailers as well as customers and prospects.
* Catalogues should be distributed among customers.
4. PRICE
* Price should be as competitive as other company maintains
* Distribution of new connection should be in reach of customer pocket
CONCLUSION
After analyzing the findings of the research, I can conclude that Airtel lagged behind its competitors as far as customer service and availability is concerned. The maximum no. of people who use the mobile is in the age group of 20 to 28. Cash cards are the most popular type of mobile connections, as they are consumer friendly and recharging the connection is not a problem.
Maximum no. of people spends RS 500 on their connections. As Airtel is the only company having the maximum no of mobile connections so it must seriously look into the loop holes of the existing customer service department.
As we know that now Airtel has already launched its product with logo “’ Aisi azaadi aur kahan”’
has already became popular in market. So we can say that in spite of so many competitors in the market Airtel is having a good position just because every time, it tries its best to understand the need of its important customers.
From the comparison and deep analysis of every aspect of business of both the companies we can conclude that bharti Airtel has to more work in every field of communication business.
It is the time not only to survive but to sustain in the market for a long time.
For this Airtel has to work on its all marketing strategies, marketing, promotion, brand image.etc.
Airtel has to take Vodafone. Very seriously and update its own strategies from time to time and when the need arises.
With aggressive marketing strategies Airtel has to target rural India as 70% of population of India lives in these areas.
The other segment may be costumers of all age groups.
RECOMMENDATIONS
I have made following recommendation to the company after doing the summer training there:
• The company should modify its credit policy as they only target the cash paying customers who are not easy to trace.
• The company should emphasis more on the quality of Pharmaceuticals Products it was mostly claimed by the exporters that their receipts from company doesn’t matches with the sample’s quality shown before giving orders.
• The company should make its marketing strategy flexible enough in order to face competition.
• The company should keep an eye on the proper delivery of the goods to exporter on time, as it has been recommended by exporters to make the delivery on time.
• The company rate policy must be flexible enough to catch new customers because if company offers lower price to a new customer then he may continue buy the goods and can be a permanent customer for the company.
• The company should offers such rate in the market so that it may able to catch a bigger market share and it should be able to compete with the local traders and commission agents while having a brand name.
The company should take the opinion of exporters from time to time to know what problems they are facing from the company’s side. And if any change they require in present supplying condition?
BIBLIOGRAPHY
In this project report, while finalizing and for analyzing quality problem in details the following Books, Magazines/Journals and Web Sites have been referred. All the material detailed below provides effective help and a guiding layout while designing this text report.
Books :
Principles of Marketing –Philip Kotler & Kevin keller edi. 12 Market Research – D.D. Sharma
Research Methodology – C.R. Kothari Websites:
www. Airtelworld.com www.google.com www.india.com
www.Vodafone.in
http://www.blonnet.com/2004/06/26/stories/2004062602180700.htm, Mumbai, June 25, 2004.
com/companies/companies_r/Vodafone_infocom/20031104_stop-roaming.htm, 4 November 2003 Domain, Missed Call, at http://www.domainb
Magazines:
Airtel (2 July to 10 July 2004)
Airtel India page of HT paper (Thursday 1December 2004) Cowards India (26 December to 4 Jan. 2004)
QUESTIONNAIRE
Dear Sir/Madam,
I Umesh Garg, student of MBA of Bhawani Shankar Anangpuria institute of technology & management, Faridabad. I am doing my project on “Comparative analysis of marketing strategy of Vodafone and Airtel”. Please give your precious time for filling these details.
Q.1 Name those companies which provide telecom services now a days?
Airtel
Vodafone
Reliance
TATA
Idea
Q.2 which mobile company services you are using now a days?
Airtel
Vodafone
Reliance
TATA
Idea
Q. 3 Among them, which Brand you, prefer most?
Airtel
Vodafone
Reliance
TATA
Idea
Q.2 How long you have been using this Product?
0-2 Years
2-5 Years
5-10 Years
More than 10 years
Q.3 Are you using other product instead of Airtel?
Yes
No
Q.5 how would you rate the experience with Brand?
Airtel
Vodafone
Reliance
Excellent Good Average Below Average
Q.6 Do you collect any information search before making purchase?
Yes
No
Q.7 If yes, which sources are used?
Magazines
Q.8 What are the features you look for in a product before making purchase decision? Give preferences (1-Highest, 6- least)
Brand credibility
Price and Discount
After sales services and parts, network
Value for money
Vehicle performance
Add on features or ergonomics of design
Q.9. Which of these marketing / sales schemes attracts you while purchasing any connection?
Good Network
Discount scheme
Service package
Any other
Q.10 If you have to purchase a new connection or product in near future, which Brand will you go for and why?
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Q.11 Are you aware of various promotional activities being run by Airtel, if yes then how?
Are you satisfied with these promotional activities?
Customer Care
By Ad Films
By Camp
24 hrs call center services
Very
Q.12 How would you rate Airtel performance as your expectation on 5 points scale (5 Highest?)
1 2 3 4 5
After Sale service
Maintenance
Product as per expectation
Q.13 What are you suggestions for improving the product quality, service availability and parts availability?
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