Cooper Bussmann MBA marketing project
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Transcript of Cooper Bussmann MBA marketing project
NASA space shuttle and Mars Lander
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World's largest hydroelectric plant located between Brazil and Paraguay
©2009 Cooper Bussmann India Pvt. Ltd.All rights Reserved.
INDUSTRIAL FUSE PRODUCT PROMOTION
BySIVAGURU.MMBA (2008-10)DMS-Pondicherry university
INTRODUCTION
Topic: INDUSTRIAL FUSE PRODUCT PROMOTION
Category: LV, MV, High speed, Electronic, Telecomm fuses.
Company: COOPER BUSSMANN INDIA PVT. LTD, Pondicherry
Internal Guide: Dr. S VICTOR ANANDKUMAR
Associate professor, DMS, Pondicherry University
External guide: Mr. N V SHIVASHANKAR
General Manager
India-sales, Cooper Bussmann India Pvt. Ltd.
INDUSTRY PROFILE
• The demand for fuses is dependent on electric power generation,
industrial machinery, electrical and electronic industries, automotive,
transportation industries
• Demand for industrial fuses until 2005 was $5.4Billion.
• Later it came down as $4.9B after 2005.
• Demand for industrial fuses across the globe is forecasted to grow in
excess of three percent annually through 2011 to
more than $ 7.3 billion (IEEE, 2007).
DEMAND BY COUNTRIES
• US industrial fuse demand will grow 3.7 percent per year through 2011.
The players are in these industries including
• The European fuse market was forecasted to grow from around Euro 160
million in 2007 by an average annual rate of 5.4% (directindustry.com). This
market continues to compete with circuit breakers.
• A part from that two major market we have the booming market in the
china, India, Germany and hungery where industrialization is growing than
ever. This market is expected to grow 4.8% .
COMPANY PROFILE
Pondicherry plant
Cooper Bussmann - a global company
• Established in 1980’s
• Head quarters: st. Louis, Missouri US and Burton UK • A diversified world-wide manufacturer
• International standards BS, IEC, VDE, UL
WORLD WIDE PRESENCE
Pondicherry plant
Singapore plant
California, Texas(US) plant
Brazil plant
South Korea plant
GLOBAL APPLICATIONS AND PRODUCTS
75000 types for wide range of applications
1. Low voltage fuse links & accessories
2. Medium voltage fuses
3. High speed fuses
4. Electronic fuses
5. Telecommunication fuses
PROJECT DEFINITION
Industrial fuse market dominated by cooper Bussmann
Industrialization and globalization
Huge industrial presence in the growing economy
Raising electrical power demand
Need of protecting high valuable electrical applications
Lack of demand for industrial fuses
Competitors sensed the market demand
need of upgrading the products and services to face competition
Bussmann penetration level is slow in terms of sensing the market
requirement
Conti…….
So what can be done …….
Cooper Bussmann as an industrial fuse industry market leader they
have to look externally to
understand customers requirement
market trends
and competitors
Up grading the product in terms of technology and in terms of service
Company should be ready to invest in the Research and Development
activities
RESEARCH METHODOLOGY
Type of research: Descriptive
Method: survey
Instruments: questionnaire
Type of data:
Primary data
Secondary data
Company website
IEEE, IEC(for reference)
SAMPLING
Size: 40 responses
Sampling units: OEMs, control panel manufacturers, Atomic power plants,
Techniques: judgmental analysis, percentage analysis, SPSS.
Scaling technique: likert 5-point scale
Scale Poor bad accepted
good excellent
Ratings 1 2 3 4 5
FINDINGS1. QUALITY
Inference:In the analysis conducted, there is no quality improvement in last 5 years.
Inference:In the analysis, we found that customer’s are facing seriouslabeling problem
Cont…….
LOW VOLTAGE
Inference:From the research conducted, there is a huge market for 690v NH fuses
High speed
Inference:In the research conducted, found that high speed fuses fails to protecting the motors at HP power supply
ELECTRONIC
Inference:From the clients point of view, glass body can make them comfortable while using the super caps, inductors etc.
SALES
Inference:In the research conducted, there is a shortage of sales force
HYPOTHESIS TEST 1
Power conduction vs. circuit protection
Power conduction in PCB and circuit protection are dependant
CHI-SQUARE TEST
Value Df Asymp. Sig. (2-sided)
Pearson Chi-Square 28.649a 16 .026
Likelihood Ratio 28.720 16 .026
Linear-by-Linear Association .453 1 .501
N of Valid Cases 40
a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .05.
Inference:The value of the chi-square is .026 which is less than .05 and so the hypothesis is accepted and there is a relation exits. If there is proper power conduction the circuit protection will be in a proper manner
HYPOTHESIS TESTS 2
CHI-SQUARE TEST
Sales engineer visits vs. effective order process
No of visits made by sales engineer and quick order processing are dependent.
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 30.098a 16 .018
Likelihood Ratio 28.194 16 .030
Linear-by-Linear Association
13.850 1 .000
N of Valid Cases 40
a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .30.
Inference:The value of the chi-square test .018 which is less than .05 so the hypothesis is accepted and the relation is exists. If there is a sales engineer visit is above 2 times in a month then order processing will be more efficient
INTERPRETATION
Company has got huge market opportunities although they couldn't
satisfy the customers exact requirement
GE, Siemens, L&T, SIBA, Schneider are big competitors who are trying
to compete with the company
Customers are facing the very big labeling problem
Order processing is taking lot of timings
Order delivery is always late so clients couldn't get materials on time
fuses are not suitable for the local applications such as electrical board
of various states of India
There is a huge demand for 690v NH fuses which is newly launched
product of Pondicherry plant
Companies like wind mill manufacturers wanted the Special type of
fuses for their special application suitability
There is no proper web source to get the details regarding fuses and its
features
Conti…………..
RECOMMENDATIONS
Convenience promotion
Glass body fuses
Bolt type fuse fittings
Backup current limiting fuses
Shock proof fuses for railways and shipping
Performance promotion
Suitability for both air and oil applications
AC and DC suitability
Solder alloy has to be applied in the fuse element for the purpose of low
current melting
RECOMMENDATIONS
Pleasure promotion
Enrichment of customer service team
Sales force has to be increased
Lead time has to be decreased while importing the materials from USA
Standard promotion
ISI certification
PROJECT IMPLICATIONS ON BUSINESS MODEL
Value assessme
ntResearch
Promotion criteria
Implementation
Existing product
Gaps in user value
Promoted product
LIMITATIONS
Feedback was collected from south east and south west regions of India on
which research has been conducted.
Examined applications:
Wind mill manufacturers
Control panel manufacturers
OEMs
Short span of time(40 days)
Sample size was also 40
This study is may not be generalizable to all regions as well as all types of applications
CONCLUSION
Project has explored the various opportunities in the market for Cooper
Bussmann
They have to sense the both technological changes
and economical changes
Maintenance of unique and improved quality is important
Project has established relation between existing fuses to upgraded fuses
Rich investment in the R&D is necessary.
Thanks for your attention………..