Presentation of Project Report

8/8/2019 Presentation of Project Report

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Submitted By: Anuj Gupta

Ankush VaidRahul Mahajan

Zorawar Singh Jasrotia


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Market Share AnalysisT here are three measures of market share:-

y Overall Market Share: T he Company s overall market shareis its sales expressed as percentage of total market sales. T heoverall market share can be found in terms of units and alsoin terms of value.

y Served Market Share: T he Company s served market shareis represented by its sales expressed as a percentage of totalsales to its served market. T he served market represents allthe buyers who are able and willing to buy its product. A company could capture 100% of its served market and yethave a relatively small share of the total market.


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y R elative Market Share: T he Company s market share toits top competitor(s) expresses its sales as a percentage of the three largest (or sometimes a single largest)competitor s combined sales. A relative market share over100% indicates a market leader. A relative market share of exactly 100% means the company is tied for the lead. A risein relative market share means a company is gaining on its

leading competitor.


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y A useful way to analyze market share movements is interms of four components:

y Overall market share = customer penetration x customer loyalty x customer selectivity x price selectivity


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RESEARCH OBJECTIVESy To study the two wheelers market in terms of company

structure and demand trend.

y To analyze the perceived strengths and weaknesses of thecompanies.

y To get knowledge of the factors demanded by thecustomers while making a purchase

y To get unit sales of each brand.


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Introductiony A mo to rcycle (also called a mo to rbike , bike , or cycle ) is

a single-track, two-wheeled motor vehicle.y Motorcycles vary considerably depending on the task for

which they are designed, such as long distance travel,

navigating congested urban traffic, cruising, sport andracing, or off-road conditions.y Motorcycles are the most affordable form of motorized

transport in many parts of the world and, for most of the world's population; they are also the most common type of motor vehicle.

y T here are around 200 million motorcycles (includingmopeds, motor scooters and other powered two and three- wheelers) in use worldwide, or about 33 motorcycles per1000 people.


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y T his compares to around 590 million cars, or about 91 per1000 people.

y Most of the motorcycles, 58%, are in the developingcountries of Asia Southern and Eastern Asia, and the AsiaPacific countries, excluding Japan while 33% of the cars(195 million) are concentrated in the United States and Japan.

y As of 2002, India with an estimated 37 millionmotorcycles/mopeds was home to the largest number of motorized two wheelers in the world.

y China came a close second with 34 millionmotorcycles/mopeds.


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CompaniesT he major manufacturers of two wheelers in India are

y H er o H on day Bajajy Yam ahay H on day Ro yal E nf ieldy LMLy Suzukiy TVS


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P ROFILE OF AREA TO STUDY, KATHU A

y It is very clear that the profile of the area has direct/indirectimpact on study.

y So it is very important to get an idea about the marketstudied.

y In this study, the study area (market) was Kathua. It being asmall city with 5 lakh population, designed on muchplanned manner, having a medium standard of living, has

high demand for consumer durables.y T he people are crazy, fun-loving and adventurers.


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y T he economic background of the city is very sound.y T he average monthly income of a family range from Rs.

10000 to Rs. 50000.y T he people are broad-minded and their culturereflects the latest styles of our country.

y People like to make use of latest technologies to savemanpower and other related aspects.

y T he city is advanced in every respect.y T herefore, the luxurious products take their berth

easily in the city.


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M E O OLOG

R ESEA RC H DESIGN

y A research design is purely and simply the frameworkor plan for a study that guides the collection andanalysis of data.

y It is a blueprint that is followed in completing a study.


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IM O AN POIN Sy T he design of investigation should stem from the

problem.y Whether the designs are productive in a given problem

setting depends on how imaginatively they are applied.y An understanding of the basic designs is needed so

that they can be modified to suit specific purposes.y T

hese designs can be looked at stages in a continuousprocess.


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I FORMATION REQUIREDy Which is the largest selling brand in Kathua?

y Why a dealer sells a particular brand?

y What does customer demand while purchasing a

two wheelers?


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SOURCE OF DATAy P ri m ary: Conducting a survey of the customers

with the help of a questionnaire.

y Secon dary: Sales figure collected from theagencies of various companies.


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DESI NING THE QUE STIONNA IRE

y T he data was collected with the help of questionnairefor the purpose of a personal interview.

y

T he questions were dichotomous, multiple choice andopen-ended so as to make it easier for the respondentto give answers to the questions.

y All care was taken to make the questionnaire as brief

as possible.


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ASSUM P TIONS DURI NG DESIGNING THE QUE STIONNA IRE

While designing the questionnaire, certain assumptions were made:-

y It was assumed that the respondent is able and willing tocommunicate the desired data either verbally or in writing on a questionnaire form.

y It was assumed that the information obtained from thequestionnaire was essentially about the respondent s verbal or written behavior.


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SAMP LING THE DECISIONSy T he population of the study consisted of the two wheelers

dealers in Kathua.

y Since there were seven agencies / dealers in the market, allof them were selected to get the information required.

y T herefore, it was decided that all the dealers would be

visited.y T his was very essential keeping in mind the objective of the

project.


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DETER M INATION OF MA RKET SIZE

y T he survey was conducted on 8 dealers in KA TH UA city.

y T he total sale of two wheelers in the month of April,2010 is 422.

y H owever the sale includes motorcycles with gear as well as motorcycles without gear or scooties.


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MA RKET SIZE OF MO TORCYCLES,

SCOOTERS AND MO P EDSSales

MOT ORCYCLE

SCOOT ERS

MOPEDS

34%

24%

42%


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DETER M INANTS FOR THE DEMAN D OF TW OWHEELER S

y T he dealers were given a set of features found intwo wheelers.

y T hey were asked to rate them according to thedemand of the customers.

y T his was done so as to know which feature is likedmost by the customer and what a customer expectsfrom the company before making a purchase.


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S.NO. FEATURES %AGE OF PREFERENCE

1 Power 12%

2 Mileage 28%

3 Gear 15%

5 Status 6%

6 Brand 6%

7 Price 16%

8 Technology 10%

9 After sale service 7%


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0

5

10

15

20

25

30

POWER MILEAGE PRICE T ECHN OLOGY SERVICE

Series 1


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FACTORS MO TIVATING RETAILERS TO SELL A

PARTICUL AR BRAND

0

0.5

1

1.5

2

2.5

3

3.5

brand image margins demand from customers quality of product

Series 1

Series 1


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MARKET LEADER AS RATED BY CUSTOM ERS

0

10

20

30

40

50

60

70

80

90

hero honda bajaj royal enfield yamaha LML T VS honda


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MARKET SEGM ENTATION ON THE BASIS OF

P OWER OF TW O WHEELER Sy In Indian market two wheelers have been broadly

categorized into three segments viz.y 100 ccy 150 ccy 250 cc

y H owever it has been seen that mostly people prefer those wheelers which can give them more mileage, although young generation customers go for more power bikes.

y T hat is the reason why companies are trying to producebikes which can give customers more mileage at higherpower


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Sales

100 cc

150 cc

250 cc


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QU ESTIONNAI ESurvey on market size of Two Wheelers in KA TH UA

y Dealer sN ame:y Address:y

Location:

Which brand of T wo Wheelers are you selling?

1)H

eroH

onda 2) Bajaj 3) LML 4) RoyalEnfield5)H onda 6) Yamaha 7) T VS 8) Suzuki


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Which feature customer look for during purchase (rate themfrom 1 to 7)?

1)Power 2)Mileage 3)Status 4)Brand5)Price 6) Technology 7)After sale service

Approximately how many customers visit your showroom daily

concerningT wo Wheelers?

1) Less than 10 2) 10 to 20 3) More than 20

H ow many two wheelers do you sell in a month?

upto 100 cc __________ 100 cc to 150 cc ________more than 150 cc ____________


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Which price category contributes maximum share of yoursales?

1) Rs 30000 Rs 50000 2) Rs 50000 Rs 70003) Rs 70000 Rs 100000

What motivates you to sell a particular brand of motorcycle?

1) Quality of Product 2) Margin 3)Brand Image4) Customers Demand 5) After Sale Service


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BIBLIOGRAP HYy Principles of Marketing - By Philip Kotlery Magzine - auto car

Business Today y N ewspapers - Economic T imesy

y Websites - www.herohonda.com www.yamaha-motor-india.com

www.royalenfield.com www.tvsmotor.in www.honda2wheelersindia.com www.bajajauto.com

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