field marsh sl
TRANSCRIPT
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An Industrial Visit Report
P.M.DIESEL.PVT.LTD
(Field Marshal.)
Prepared By
Rajesh H Mer
Class
T.Y.B.B.A
Academic Year
2011-2012
Guided By
Prof. B.L. Sardhara
College
Smt M.T.Dhamsania College Of Commerce
Submitted To
Saurashtra University, Rajkot
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DECLARATION
I, The Undersigned Mer Rajesh H Student Of T.Y.B.B.A. Of Smt
M.T.Dhamsania College Of CommerceHere By Declare That The
Project Work Presented In This Report Is My Own Work And Has
Been Accomplished Under The Kind Supervision Of Prof.B.L.Sardhara Of Smt M.T.Dhamsania College Of Commerce.
This Work Has Not Been Presented Previously To Any Other
University For Any Examination.
DATE:-
PLACE:- RAJKOT
SIGNATURE
(MER RAJESH H)
T.Y.B.B.A.
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ACKNOWLEDGEMENT
I Feel Great Pleasure In Preparing The Industrial Visit Report For The
Academic Purpose And For The Submission To The Saurashtra
University
The Professor Constantly Inspire Me I An Really Thankful To
B.L.SardharaWho Guided Me In Preparing The Project Report I Am
Also Thankful To My Friend And Class Mates Who Helped Me In
The Project Report .
I Am Also Very Much Thankful To Mr Shreyash Dave The
(H.R.Manager)& Mahesh K. Vadagma (Marketing Manager)Of
The Company And All Other Staff Members Who Helped Me During
My Training
Last But Not The Least I Am Heartily Thankful To My Family AndFriends Who Have Encourage Me In Joining The B.B.A. Course And
Provide Me With Every Help And Motivate Me Constantly And I
Would Like To Sincerely Acknowledge And Express My Gratitude To
All Those Who Have Directly Or Indirectly Assisted Me In
Completing This Report.
Yours Faithfully
Mer Rajesh
H
T.Y.B.B.A
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PREFACE
The Report Is Prepared A Part Of Subject And Practical Training As
For Syllabus I Have Prepared Field Marshal. A Large Scale Unit
Manufacturing Diesel Engines.. I Have Visited The Organization For
15 Days During My Visit I Have Surveyed Number Of Department
Associated With Unit Like Production Department, Personnel
Department, Marketing Department, Finance Department. I Have
Tried My Best To Collect Data Through Setting In Formal Audition. I
Have Contacted Top Management Officers Supervisors And Workers
To Get Maximum Data.
The Main Object Of Practical Studies At This Level Is To Develop
Among The Student Feel About Industrial Environment And Business
Practices In Order To The Theoretical Study Of Management. In
General It Increases Students Ability To Perform Specific Job In
Industrial Environment In A Systematic Modern Way.
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GENERAL INDEX
NO. PARTICULAR PAGE
NO.
1 GENERAL INFORMATION
1 History & Development
2 Size And Form Of Organization
3 Address Of Factory & Office
4 Board Of Directors
5 Location
6 Manufacturing Process7 Salient Features
8 Achivement
2 PRODUCTION DEPARTMENT
1 Introduction
2 Production Process
3 Production Process Chart
4 Products Of Company
5 Raw Material
3 PERSONNEL DEPARTMENT
1 Introduction
2 Selection
3 Training
4 Personal Records5 Time Keeping System
6 Wages & Salary
7 Employee Benefit
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4 MARKETINGDEPARTMENT
1.BASIC INFORMATION
1.1 Marketing department information
1.2 Marketing objectives
1.3 Target customer
1.4 coverage of Market
1.5 MAJOR COMPETITORS IN THE SAME INDUSTRY
&PROFILE
2.PRODUCT:1ST POFMARKETINGMIX
2.1 VARIETY
2.2 QUALITY
2.3. BRAND NAME AND BRANDING STRATEGY
2.4 PACKAGING AND LABEL
2.5 SERVICES COMPANY OFFER
2.6 NEW PRODUCT DEVELOPMENT METHOD
2.7 NEW PRODUCT DEVELEPED AND LAUNCHED IN
THE RECENT PAST
3.PRICE:2ND POFMARKETINGMIX
3.1 INTRODUCTION
3.2 PRICING STRATEGY
3.3 METHOD OF PRICE FIXING
3.4 ALLOWANCE AND DISCOUNT OFFER BY THE
COMPANY
4.PLACE:3RD
POFMARKETINGMIX
4.1 DISTRIBUTION CHANNEL FOLLOWED NOOF
DISTRIBUTERS/RETAILERS ETC
4.2 COVERAGE (NATIONAL &INTERNATIONAL
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MARKET)
4.3 LOGISTICS MANAGEMENT
5PROMOTIONAL&COMMUNICATION:4TH
POFMARKETINGMIX
5.1ADVERTISING
5.1.1 ADVERTISING MEDIA
5.1.2 ADVERTISING BUDGET
5.1.3 PUBLICITY
5.2PERSONALSELLING
5.2.1 PROCESS
5.2.2 SALE FORCE MANAGEMENT
5.2.3 SALES PROMOTION
5.2.4 PUBLIC RELATION
6.MARKETINGSTRATEGIES
6.1 DIFFENTIATION STRATEGY
6.2 TARGETING AND POSITION STRATEGY
6.3 BASIS OF SEGMEANTATION
6.4 EVENTS AND SPONSORSHIPS
7.MARKETINGRESEARCH
7.1 MARKETING RESEARCH AND OBJECTIVE
7.2 DETAILS OF RESEARCH CONDUCTED IN THE
PAST
7.3 ECOMMERCE UTILISATION
7.4 CONSUMER ATTITUDE TOWARDS COMPANY
PRODUCT
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5 FINANCEDEPARTMENT
(I ) introduction
(Ii) capital structure
(Iii) other capital structure
6 SWOT ANALYSIS
7 FUTURE PLANS
8 SUGGESTIONS
9 CONCLUSION
10 BIBLIOGRAPHY
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1. History & Development
P.M.diesels Pvt. Ltd whoestablished in 1963. The company
has started under the name of M/s Patel manufacturers with the initial
capacity of 80 engines per annum.
In the year 1981 the partnership firm m/s patel manufacturers
was dissolved and the operations were undertaken by M/s P.M.Diesels
limited.
At this time P.M.diesels is a small scale unit and covered 40%
of Indian production and 60% of Rajkot production of diesels engine.
P.M.diesels limited is manufactured and marketed their product under
the name of FIELDMARSHAL. The company produce 300per day
which is highest production of diesel engine in the country in diesel
engine in the industry. P.M.Diesel limited produce slow speed diesel
engine from 5 H.P.to 20 H.P. for the industrial and agricultural
application.
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2. Size & Form Of Organization
The Industrial Unit Is Mainly Divided Into Three Sizes Large,
Medium & Small Scale Which We Can Be Known From The
Investment, Numbers Of Workers And Electric Power Utilized By
The Company
Considering All The Above Factors Field Marshal. Is
Categorized Large Scale Industry.
There Are Different Form Of Organization For Different
Business & Industry That Is Public Limited Company, Private Limited
Company, Partnership Firm, Sole Proprietorship, Etc.
So Far As This Company Is Concerned It Is Private Limited
Company.
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3. Address Of Factory And Office
The Information About Address Of Factory And Regd. Office Of
Company Is As Under.
Regd. Office & Factory: -
Field Marshal.
Aji Industrial Estate
Post Box No-1003
Rajkot-360003
4. Board Of Directors
Board Of Directors: -Mr .P.N. Patel (Chairman)
Mr. C .P. .Patel (Managing Director)
Mr. Dipak Patel(Director)
Mr. Nitin Patel (Director)
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5. Location: -
Proper Selection Of Location For Any Industry Unit Ensures The
Chances Of The Success. They Are Various Features, Which
Determine The Location Of The Unit One Should Examine All
Influencing Factor Before Finalizing The Lection.
The Field Marshal Is Established At Rajkot Considering Mainly
Following Factors.
I) Easy Availability Of Raw Material
Ii) Easy Availability Of Labour
Iii) Regular Power Supply
Iv) Availability Of Transportation Facility
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7 Salient Features
Field Marshal. Has Great Salient Features Which Are As Under:-
Light Weight & Easy To Install
Improved Hydraulic Design Ensures Better Efficiency And Reduced
Power Consumption
Designed To Start At Low Voltage And Withstand Wide Voltage
Fluctuations
Modular Construction And All Parts Are Easily Interchangeable
Dynamic Balancing Of Impellers Ensures Vibration Free Performance
Noise Free Operation
Low Cost
Good Suction Life Characteristics
Less Operational & Maintains Cost
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1. Introduction
Production Department Is The Main Department Of Any Company.
No Manufacturing Company Can Do Any Business Without It.
Production Department Plays A Key Role In Growth Of The
Company. The Quality Of The Product Depends On Production
Department. So It Is Necessary That Production Department Play Its
Role Efficiently And Effectively
In Field Marshal. The Production Department Is Playing Its Role As
It Should. It Comes Under The Head Of The Company And They
Have Many Types Of Training Session For The Workers. To Get The
Best Quality Product They Are Provided With Modern Machinery
And Equipments To Increases Their Efficiency. They Have Given
Their Staff The Training To Work With The Machinery And They
Have Pleased The Working. They Motivate The Workers To Get
Maximum Output From Them. They Firmly Believe That Quality IsThe Advertisement Of The Company.
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2. Production Process
1) Raw Material For Casting Brought To The Factory
Worker Makes Casting As Per Required Size
2) Production Process In Field Marshal. Is Mostly Done By Machineries.
The Production System Is As Under
3) It Is Inspected And Then Clamed If Necessary
4) It Send To Outside For Some Tool Work
5) Then Necessary Tool Work Is Done By Trained Workers
6) Finished Is Done By Various Machineries
7) Final Touch Is Given To The Product
8) The Finalized Product Is Labeled
9) Inspected Items Are Packed As Per Customers Requirement
10) The Item Are Dispatched By Truck According To The Order
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3. Production Process Chart
Raw Material For Casting/Other Raw Material
Make Casting As Per Required
Going Out Side For Cleaning
Assembling
Testing
Rejected Find Tool Work/ Finishing Rejected
Through Inspection -5 Primary Inspection 5%-Through Inspection
Passed Attachment
Labeling, Packing
Dispatch
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4. Products
The Main Product Of The Company Is An Diesel Engines.
There Are Various Types Of Electric Pump Which Are Manufactured
By The Company Are As Under:-
Fm-11di
Fm 16di
Fm 1v
Fms-6
Fms-12
Fm-20d
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5 RAW METERIAL
The Production Process Is Generally Based On Various Raw
Materials. Raw Materials Are Very Important For The Product. For
The Production Department Only Find Out The Sources Of Raw
Materials And After Getting Raw Materials, Production Process Will
Start
This Company Produce Diesel engines Therefore They Have Need
Many Raw Materials. Which Are Generally Available In The
Market. Main Raw Material For The Diesel Engines Is Taper Roller
Bearing, Castings Crankshaft, Fly Wheel, Piston Rings , Valve
Rocker Shaft Etc.
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1. Introduction
In Modern Industrial System It Is Not Easy To Produce Quality
Products. There Are Many Factors, Which Affect The Production.
They Are Land, Worker, Capital, Organization, Machinery, Etc.
Workers Are An Important Element Of Cost And The Cost Of
Production Can Be Reduced By The Utilizations Of Human Resources
Efficiently Which Are Engaged In The Process Of Production.
Therefore It Is Necessary To Seek The Co-Operation Of Human Force
To Get Maximum Benefits Out Of The Efforts. Thus The Major Part
Of Success Of Failures Of Any Organization Depends Upon
Management Of Human Being. Without It No Company Can Exist.
This Important Personnel Management Is Increasing Day By Day And
Used In Industrial And Non-Industrial Organization In India.
The Co-Operation Between Worker And Office Staff Is AlsoImportant. If There Is A Lake Of Co-Ordination Between Them Then
It May Lead To Internal Confects, Which Can Be Dangerous To The
Company.
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2. Selection
The Need Of The Persons Is Identified By Respective Functional
Head. Considering The Function Needed To Be Carried Out It Is The
Responsibility Of Management To Find Out Adequate Persons For
The Required Position.
To Select Best Person Field Marshal Follows A Certain Procedure It Is
As Under.
- Company Gets Application Form The Expected Employees In
Responses Of The Advertisement
- After Separating Suitable Applications They Are Called For Test
- After Written Test They Call Selected Candidates For Oral Test
(Interview)
- After Oral Test They Called Some Person For One Month As Training
(They Are Paid Salary For It)
- Then On The Basic Training Report Managerial Choose Candidates
In This Most Suitable Candidates Are Selected. This Process Is Done
For Skilled Or Semiskilled Employees Only. For Selection Of
Unskilled Workers, The Company Directly Calls Them For Practical
Interview. If They Do Well They Are Selected And Given Training
For Their Work
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3. Training
The Training Is The Function By Which Person Can Understand His
Job And He Will Be Able To Do His Job On Right Way. In Field
Marshal. They Train Their Persons About.
- The Details About field marshal Diesel Engines
- Process & Organization Structure Of fieldmarshal Diesel Engines
- Each Departments Function And Their Responsibilities
- The Working Conditions
- Their Job Responsibilities
- Their Authorities
- Companys Quality Management System Objectives Quality Policy
Thus The Employees Are Trained The Companys Every Aspect And
Its Role In Companys Development
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4. Personal Record
In Personal Record Compete And Up To Date Information Is
Maintained About Employees So That This Record May Be Utilized
At The Time Of Making Transfer, Promotion, Giving Merit, Pay Or
Sanctioning Information Related To Personnel Qualification, Special
Interest Result Of Test And Interviews, Punishment, Etc.
Field Marshal Is Maintaining Many Registers To Maintain The
Personal Record. The Following Register Is Maintained:-
- Daily Present Record:- In This Register Present And Absent Of Each
Employees Are Written.
- Salary And Wages Register:- In This Register Salary Of Each
Employee Is Written And Employees Who Get How Much Salary At
End Of The Year Is Written.
- Leave Encasement Record:- In This Register Even On Public
Holiday Workers Performance His Work Is Maintained.- Registers Of Employees Also Maintain Record For The Personnel
Details Of The Employees Like His Name, Age, Sex, Address, Etc
And Also Present Position Of Employees.
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5. Time Keeping System
Time Keeping System Means How Many Hours Of Work And
How Many Shifts Are There In A Particular Company. This Keeping
System Is Important To Control Production Of The Company. The
Main Purpose Of Time Keeping System Is To Establish Control And
Facilitates Employees Discipline. Now A Days Every Company Has
Its Own Time Keeping System As Per The Requirement And
Convenient. One More Benefit Of This System Is To Maintain The
Load Of Work Among The Workers. Time Keeping System Is
Based On The Production Process, Production Time, Workers
Required For The Production And Urgency Of The Product.
They Manufacture As And After The Consumers Order
Moreover The Highly Atomized Process For The Production
Decreases The Head Of Workers And Fastens The Production Speed.
So fieldmarshal Diesel Engines Have Only One Shift Of Worker.
The Timings For The Shift Are As Under
- First Session-8.00 A.M. To 12:00 P.M.
- Lunch Break12:00 P.M. To 2:00 P.M.
- Second Session2:00p.M. To 6:00 P.M.
As We See The Shift Is Of 8 Hours These Timings Are Same For The
Workers And Staff.
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6. Wages And Salary
Wages Are The Payment Made To The Employees As
Compensation For The Services Rendered By Them To The
Organization. Payment To The Labour Engaged Directly In
Production Are Called Wages. On The Other Hand Remuneration Are
Paid For The Quantum Of Services Rendered By Persons Whose
Output Is Difficult To Be Measured, Such As Remunerations Paid To
Clerk Or Managerial Or Supervisory Staff. It Is Paid On Monthly
Basis.
The Company Pays Wages According To The Minimum Wages
Act 1948. Wages Are Paid In The Basis Of Different Scale. There Are
Three Basic Of Different Scale I.E. Unskilled, Semiskilled And
Skilled. In Each Group There Is Higher And Lower Group.
Generally Wages Are Paid In Cash To The Semiskilled AndSkilled Personnel. The Distribution Of Wages Is The Responsibility
Of Personnel Department And The Distribution Of Salary Is The
Responsibility Of Finance Department.
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7. Employees Benefit
Field Marshal Provides Welfare To Their Employees Or Workers Is
As Follow
- Medical
- Festival Gift
- Bonus
- Loan
- Provident Fund
- Insurance
- Over Time
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1BASIC
INFORMATION
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1.1 Marketing Department Information1.2
Marketing of the product is an essential factor in modern time.Without marketing the product cannot get enough output sales. To have
wide marketing organization is much important with a view to make
more and more sales and by that to earn more profit.
Marketing organization is too vital organization can not merely
satisfied with selling only but, look after their effective factor or
production as cost. Transportation etc. It is necessary to decide quite
properly regarding all this factor can be done but effective marketing
organization.
1.2 Marketing Objective
The Objectives Of Manufacturing Are
Satisfy The Customer
Retaining Present Customer And Attracting Present New One
Earning Profit
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1.5 Major Competitors In The Same Industry & Profile
The Market For Diesel Engine Is Extremely Competitive. The
Number Of Participants In The Diesel Engine Market Has Increased
Their Production Capacity Looking At The Increasing Demand In The
Oe Segment. Improved Performance Of Agricultural Sector Has Played
A Key Role In Triggering The Competition For Market Shares In The
Diesel Engine Markets.
Competitors Means, There Are Two Or More Thentwo Producers
Who Produce Same Kind Of Product. In Todays Words Of Competition ,
Every Unit Has To Face Its Competitors.
The Main Competitors Of P.M Diesel Ltd Is Kirlosker , Bharat ,
Toplend , Stayajit , Marcury , Et
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2
Product: 1st P
Of MarketingMix
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2.1 Variety
Field Marshal Manufactures Many Types Of Diesel Engine Used In
Several Agricultural Segments And Are Constantly Adding More ItemsTo Increase Product Line.
Following Types Of Diesel Engine Are Being Offered.
> Fms 6
> Fms8
> Fms10
> Pmv
> Fm-2
> Fm-3
> Fm-4
> Fm 20 D
> Fm-4 Di
> Engine With Radiator Assly.
> Dds 12
> Dd 16 D
> DD20 D
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Products Of Company
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2.2 Quality
Fieldmarshal Focus On Ensuring Best-In-Class Quality Through
Commitment And Investment In Continuous R&D
Facilities For Measuring, Monitoring And Improving Process
Performance
Well Entrenched Hr Program To Provide Adequate Training
1 Producing latest technology
2 Light weight
3 Fuel efficient
4 High speed
5 Aircooled diesel engine range
Field marshal Diesel Engine Are Designed, Developed And
Engineered Using Professional Cad And Modeling Tools By Skilled
Engineers And Are Backed By Highly Experienced Technocrat
Founders. Products Are Made From High Quality Raw Material From
Industry Approved Vendors With Optimum Dimensional Stability. The
Geometry And Profile Are In Accordance With The International
Standard For The Highest Quality.
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2.3 Brand Names And Branding Strategy
A Brand Is Name, Term, Symbol Or Design To Identify The
Goods And To Differentiate Them From Those Of The Competitors. A
Brand Identifies The Product For A Buyer And Gives Seller A Chance
To Earn Goodwill And Repeated Patronage. The Main Purpose Of Brand
Is To Identify Distinctly The Product Of The Company From Similar
Products Of The Competitors. It Enables The Consumers To DistinguishBetween Products Of Similar Type And To Make Their Choice Of
Goods From Among The Various Brands.
P.M.Diesel Ltd Has Chosen The Brand Name Fielad Marshal
Which Is Recognized In The Governments Office. The Symbol Of
Companys Trademarks Brand Is Given Below.
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2.4 Packaging And Label
Packaging May Be Defined As The General Group Of Activities In
Product Planning Which Involve Designing And Producing The
Container Or Wrapper For The Product. Thus Packaging May Be
Defined As The General Group Of Activities In The Planning Of A
Product. These Activities Concentrate On Formulating A Design Of The
Package And Producing An Appropriate And Attractive Wrapper Or
Container For A Product. The Wrapper Or Container Itself Acts As A
Forceful Though Silent And Colorful Salesman At The Point OfPurchase Or An Effective Medium Of Advertising Encouraging Impulse
Buying.
Label Is A Part Of Product. It Gives Verbal Information About The
Product And The Seller. According To Mason Ad Rath The Label In An
Informative Tag, Wrapper Or Seal Attached To A Product Of Its
Package. There Is A Very Close Relationship Between Labeling And
Packaging As Well As Between Labeling And Branding. The P.M.Diesel
Ltd Is Also Very Conscious About Packing And Labeling Functions.
There Is A Separate Division For Packing And Labeling Because There
Is A Large Variety Of Diesel Engine Produced By The Company And
For Them Different Types Of Packing Material Are Used.
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2.5 Services Company Offer
At P.M Diesel Ltd, Customers Are Valued By Every Employee And
That Has Resulted In 100% Customer Satisfaction And Retention Over
The Past 35 Years. They Involve Customers At The Design Stage And
Help Develop The Diesel Engine That Will Stand The Rigorous
Environment Resulting In No Down-Time.
They Are Committed To Create Customer Confidence Through
Fast Development And Turn Around Times - To Deliver
Customized Products
Flexible Manufacturing System - Which Enables Us To
Manufacture Any Product With Shorter Lead Times
Cutting Edge Engineering And Manufacturing - That Maximize
Quality/Life And Optimize Costs
Continuous Association With Consultants In R&D As Well As
The Customer - To Deliver The Product That Fits Their
Requirements
They Strongly Believe That We Are Here In Business To Serve Our
Customers Well And Ensuring That Our Customers Are Delighted To
Work With Us At Every Stage. Experienced And Competent Employees
Attend To Clients From All Over The World - From The First Inquiry To
The Delivery Of The Bearings.
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2.6 New Product Development Method
New Product Development Means Development Of Original
Products, Product Improvement, Product Modifications And New Brands
Through The Firms Own R&D Efforts.
The Process Of New Product Development Includes Following
Stages.
1) Idea Generation2) Idea Screening
3) Product Concept
a. Product Concept
b. Concept Testing
4)Marketing Strategy Development
5)Business Analysis
6) Product Development
7)Test Marketing
8)Commercialization
The Survival And Continued Growth Of The Enterprise Demand
Systematic Planning For The Development And Testing Of New Product
Ideas.
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2.7 New Products Developed And
Launched In The Recent Past
P.M.Diesel. Pvt. ltd Is Backed By A Strong R&D, Quality
Assurance, Testing And Gauging Team And Customers Have Seen The
Value Of This Investment In Every Single diesel engine They
Manufacture. Fieldmarshal Has Developed And Supplied Following
Diesel Engine In Last Decade
o Fm-11di
o Fm 16di
o Fm 1v
o Fms-6
o Fms-12
o Fm-20d
o Mini Trailers
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3
Price: 2nd P Of
Marketing Mix
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3.1 Introduction
Price is the only element of marketing mix that produce revenue.
All the other elements that is product, place and production producer etc.
pricing composition is the first problem facing the marketing executive.
All profit organizations and many non profit organization set
their prices and product and services. Though most of history price were
set by buyers and sellers negotiating with each other sellers would also for
higher prices then expect to receive and the buyers would offer less than
their expect to pay. Through bargaining they would arrive at an acceptable
price. Setting one price for all buyers is relatively a modern idea.
In spite of the high degree of importance given to the price mix and the
fact that the price mix is only revenue earning element, most companies do
not handle pricing well price is set independent of rest of the marketing mix
rather than as an interstice element of market positioning strategic and price
is not valid enough for different products, items and market segments.
Companies handle pricing in a variety of ways. In small companies prices
are often set by the top management rather than by the marketing or sales
department
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3.2 Pricing Policy
Pricing is an important element in the marketing mix. Arrivalat the
right selling price is essential in a sound marketing mix. right price can bedetermined through pricing research and by adopting the test markettechniques.a price policy is the standing answer of the firm to recurring
problem of pricing . it provides guidelines to the marketing manager toevolve appropriate pricing decisions. if competition is mainly on a price
basis ,then each company generally prices its products at the same level asits competitors.
the pricing policy of p.m.diesel ltd.is as under
1. marketing regmendation
2. estimate of total demand3. analysing competitorss price& offers
4. designing the marketing mix5. determine pricinf strategy
6. estimate of total cost
3.3 Method Of Price Fixing
A Company Formulates Definite Price Policy In Accordance With Its
Objectives. The Market Trend Also Taken Into Account While Setting
The Price. There Are Five Following Methods:
Full Cost Price:
In This Method The Price Is So Determined That A Fixed
Margin Over Cost Of Production Is Earned.
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1)Mark Up Pricing:
Under This Method A Definite Amount Of Profit Is Added To
The Cost Of Production. It Is Also Known As Cost Plus Methods.
2)Target Pricing:
Under This Method Firm Determine Such Price Which Would
Give Targeted Rate Of Return On Its Total Cost Or An Investment.
3) Perceived Value Pricing:
In Considers From The View Point Of Buyer Intentions That
The Think Particular Value Of Product.
4) Sealed Bid Pricing:
Producer Of Suppliers Of Machinery And Equipment Submit
Their Tenders For Receiving Order From The Government And
Private Firm Is Known As Sealed Bid Pricing. The Price List Totally
Based Upon Expectation.
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3.4 Allowance And Discount Offer By The Company
This Strategy Is Most Popular In Modern Marketing Because If Any
Company Wants To Increase Its Sales And Cover Market Share It HasGiven Incentives To The Customer.
As Far As P.M.Diesel. Co. Ltd., Is Concerned It Also Adopts
Different Discount And Allowance Schemes Specially Its Gives Discount
And Gift To Increase Its Sales And Also Sample Distribution Because Its
Product Is Always Qualitative One.
They Try To Develop The Effective Relation With Dealers Thats
Why There Is To Intention To Give More Benefit To Dealer Least 3%
Discount.
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4
Place: 3rd P Of
Marketing Mix
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4.1 Distribution Channel FollowedNoof
Distributers/Retailers Etc.
The Distribution Channel Decision Is Also Important Of The
Company Because It Is The Chain Between Producers & Customers.
Distribution Means To Distribute Or To Sell The Products To The
Companys Customers. The Channel Of Distribution Has Revealed The
Way By Good As Smoothly As Possible By Which Goods Are Flowing
From Manufacturers To Buyers.
There Are Two Types Of Distribution Channel Thy Re Under:
1)Manufacturers, Personal Branches, Customers
2)Manufacturers, Agents, Whole-Sellers, Retailers, Customers.
The Fieldmarshal Has Selected Both Types Of Distribution Channel
Because This Company Has Both Types Of Customers. They Are Using
Direct Channel Method For Their Agriculrural Customer Also Making
Their Marketing With The Help Of Direct Channel Method.
This Company Is Using Road, Railways, Shipping And Airway To
Deliver Their Products In International Countries Like U.S.A., U.K. And
Italy.
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4.2 Coverage (National And International Market)
Because Of Globalization, The International Marketing Has Now
Become Important For Any Business. International Marketing Makes
The Product Of The Company World Class And This Affects The Good
Will Of The Company Positively. It Is Also Important From The View
Point Of Government Because International Marketing Attracts The
Foreign Customer And Earns Valuable Foreign Exchange.
Fieldmarshal Has Given Importance To International Marketing By
Which They Have Created And Are Maintaining The Customers
Worldwide. They Have Established Branches For Marketing In Saudi
Arabia, S.A. . The Countries In Which They Are Having Export
Customers Are:
Saudy Arabia
S.A.
Egypt.
By International Marketing, The Company Faces International
Competition And So The Product Is More Qualitative As Compared To
Other Domestic Producers. The Company Exports 60% Of Its Total
Production, Which Earns Valuable Foreign Exchange.
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4.3 Logistics ManagementLogistics Management Is The Science Of Planning, Organization And
Execution That Make Sure The Required Delivery On Time At The
Right Location.
There Are Some Important Aspects Of Logistics Management That
Cannot Be Denied At All. These Include:
Integration Of Information
Transportation
Inventory
Warehousing
Material Handling
Packaging
Loading
Route
Shipment
Security
Time &
Location
Logistics Management Is Such A Unique And Breathtaking Concept
That No One Can Deny About It By Any Means. It Will Provide You
Guidelines To Improve The Performance Of Your Delivery Process In A
Well Organized Manner. All You Need To Do Is Grab Those Benefits Of
Logistics Management In Order To Achieve Your Organization Goals
Successful
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5
Promotion &
Communication:4th p Of
MarketingMix
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5.1ADVERTISING
Advertising Is Play Very Important Role In Any Unit Of Business.
Advertising Is Paid Form Of Communication As Well As Mass
Communication. It Includes The Readers, Buyers, Viewers And Listners
To Buy A Product Or To Act Favourably Upon A Product
Advertising Is Any Paid Form Of Non-Personal Presentation And
Promotion Of Ideas, Goods Or Services By An Identified Sponsor.
Advertising Is A Creative Process Which Involves Among Other Things,
Planning, Preparing And Placing Advertisements In The Media, Deciding
Advertising Budget, The Type Of Advertising Most Effective To The
Product And The Media And The Type Of Appeal To Be Made The
Targeted Customers.
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5.1.1. Advertising Media:
The Following Are Various Categories Of Media Available To A Media
Buyer Or Advertiser.
1) Print Media:
a)Newspaper
b)Magazine
c) Direct Advertising
2)Broadcast Media:
a) Radio
b)Television
c)Narrowcast Media
3)Outdoor Media
4)Transit Advertising Media
5)Other Media
a) Specialty Media
b)Direct Marketing
c) Internet
The Advertising Media Used By Fieldmarshal Is Print
Media,Gujarati&English Pamplets Etc.
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5.1.3.Publicity:
According In Fieldmarshal Always Accept Any Sponsorship OfCultural Programs Imagination Of Sports Like Cricket Tournament Etc. To
Get Publicity. According To Them Good & Favorable Publicity Can
Provide You Lots Of Benefits.
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5.2 PERSONAL SELLING
5.2.1. Process
Ridsac Formula Used By Personal Salesmanship.
R= Reaction
I= Inquiry
D= Display
S= Selection
A= Addition
C= Commendation
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5.2.2 Sale Force Management
o Managing The Sales Force Itself Involves A Number Of Key Areas
Including, Performance Measurement, Selection And Training Of
Salespeople, And Motivational Methods.
o Sales-Force Management Involves Three Different Tasks.
1 Firstly, Methods For Selling And Managing A Sales Territory.
There Are No Prescriptive Methods For Doing This And, If
Anything, An Adaptive Approach To Selling Is Probably Best.
2 Secondly, Supervision By Management Which Should Include
Valid Performance Measurement And Suitable Motivational
Methods.
3 The Third Task In Concerned With The Setting Up Of A Sales
Force In Terms Of Its Organization. Key Changes In The Future
Are Likely To Be Concerned With Technological AdvancementsAnd Information Handling.
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5.2.3 Sales Promotion
Sales Promotion As A Tool Of Marketing Promotion Gives Rise To
Increase In Product Usage As Well As Expansion Of Product Or
Introduction Of A New Product. There Are Two Ways By Which The
Sales Volume Can Be Increased:
a)Having An Efficient Sales Organization
b)To Take All The External Steps For Sales Promotion.
The Term Sales Promotion Is Generally Used With Reference To The
Steps Taken Externally Apart From General Advertising For Raising The
Existing Level Of Sales To Higher Levels. Sales Promotion Activities Are
Done By The Companies Engaged In Selling Industrial Product For Both:
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1) For Distributors And
2) For Customers.
There Are Many Methods Of Sales Promotion Like:
1)Coupons
2) Samples
3) Premium
4) Price-Off Promotion
5)Money Refund Offer
6)Gifts Etc.
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6.1 Differentiation Strategy
Your Differentiation Strategy Is An Integrated Set Of Action Designed
To Produce Or Deliver Goods Or Services That Customers Perceive As
Being Different In Ways That Are Important To Them. It Calls For You To
Sell Non-Standardized Products To Customers With Unique Needs.
Using This Strategy, A Manufacturer Will Introduce Different VarietiesOf The Same Basic Product Under The Same Name Into A Particular
Product Category And Thus Cover The Range Of Products Available In
That Category.
For Example, A Soda Company That Offers A Regular Soda, A Diet
Soda, A Decaffeinated Soda, And A Diet-Decaffeinated Soda All Under
The Same Brand Name Is Using A Differentiation Strategy.
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6.2 Targeting And Position Strategy
Brand Positioning Is At The Heart Of Marketing Strategy. A Position Is
A Place That A Product, Brand Or Company Occupies In The ConsumersMind Relative To Competing Offerings.
Products Positioning Strategy Has Three Major Components.
1. The Target Market
2. The Benefit To Be Communicated
3. Point Of Differentiation And Competitors
Having Defined The Target Markets, The Marketer Has To Decide
Specifically On The Positioning Or Benefit Strategy For The Product. The
Most Common Basis For Constructing A Product Positioning Or Benefit
Strategy Is:
1. Positioning On Specific Product Features
2. Positioning On Specific Benefits, Needs, Or Solutions
3. Claiming To Be The Best In Class On Given Benefit
4.
Claiming Pioneer Status Or First To Offer A Benefit5. Positioning On Specific Usage Type
6. Positioning On Specific Usage Occasions
7. Positioning Against Another Competitor By Claiming Superior
Performance
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8. Positioning Through Product Class DissociationThe
Uncola Strategy
9. Positioning By Cultural Symbols
10.Positioning By Price Or Lowest Cost
The Positioning Process Begins With Understanding The Consumers
Mind Space. Positioning Is Important To Customers As It Simplifies Their
Decision Making And To Companies As Brands With A Clear Distinct
Position Is Rewarded With Market Share, Mind Share And Heart Share.
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6.3 Basis Of Segmentation
Market Segmentation Is The Process Of Dividing The Market Into
Different Segments According To The Tastes And Preference Of TheConsumers. There Mainly 4 Important Bases Of Market Segmentation
They Are
Psychographic Segmentation
Behavioral Segmentation
Geographic Segmentation
Demographic Segmentation
Geographical Segmentation
1.Local Area Of Saurashtra
To Sell Out Their Product In Local Area This Segmentation Is
Prepared. The Demand Of Diesel Engine Is Higher In Saurashtra Region. A
Company Has Appointed Dealers, Sub Dealers And Retail Dealers. They
Sell These Products In The Markets.
2.National Market
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The Company Also Sell Its Product In Various States In India
Through Distributors. This Company Gives Incentives To His Distributors
3.International Market
This Company Also Export Its Product In Saudi Arabia ,South
Africa, Kenya, Egypt Etc
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6.4 Events And Sponsorships
Sponsorship Provides A Great Means Of Broadening Your Competitive
Edge By Improving Your Company's Image, Prestige And Credibility BySupporting Events That Your Target Market Finds Attractive.
Part Of This Growth Can Be Attributed To The Increasing Numbers Of
Small And Medium-Sized Businesses Involved. Previously, Only Large
Businesses Could Afford To Sponsor Cause Marketing, For Instance, As A
Way Of Boosting Profits As Well As Establishing Goodwill. However,
Now Smaller Companies Are Sponsoring Everything From Local
Volleyball And Softball Teams To Fairs, Festivals And Clean-Ups Of
Parks As An Effective Method Of Boosting Their Visibility In Their
Community. Most Of These Sponsorships Help These Companies To
Enhance Their Public Profile Relatively Cheaply.
Experts Go On To Say That When Sponsorships Are Strategic And
Well-Conceived, They Can Boost Both Short-Term And Long-Term Sales
Sponsorship Of Events In Particular Can Be Especially Effective As A
Marketing Tool Because It Can Be A Means Of Accessing A Wide Range
Of Audiences Such As Decision Makers In Business, Government Entities,
And Of Course Customers. It Can Be Particularly Beneficial For
Companies That Take Part In International Trade, Because SponsorshipTranscends Cultural And Language Barriers.
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A Growing Number Of Marketers Think That Corporate Sponsorship Is
Better Than Other Methods As It Provides Opportunities To Gauge
Customer Response To Products Immediately. Events Allow Business
Owners Or Executives Relate Directly With Their Customers, While They
Give Customers The Opportunity To Try Out The Products Of A Company
Firsthand. In Comparison, Marketing Research Methods Such As Focus
Groups Are Usually Costly And May Not Focus On The Right Kind Of
People, While Market Surveys Or Questionnaires Usually Do Not Allow
Prospective Customers The Opportunity To Try Out Products.
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7
Marketing
Research
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7.1 Marketing Research And Objective
Market Research:
The Beginning And The End Of Marketing Management Are
Marketing Research. It Is Important Process Of Marketing Planning It
Concentrates On Study Of Product Planning And Development Planning
Policy Advertisement Consumer Behavior Etc.
In P.M.Diesel engine Co Ltd. They Made Marketing Research In The
Case Of Price ,quality, Brand, Channel Of Distribution Etc.
In Past The Company Producing Only 80 Engines Per Annumty And
Now It Produces 175000 Different Types Of Diesel Engine Per Annum
This Is The Effective Marketing Research. The Company Use Survey
And Observation Techniques For Marketing Research.
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Market Research Objective
The Type Of Information Sought From Market Research Will
Determine How Much Time And Effort A Business Should Invest In It.
The Objectives Of Market Research May Include:
Market Attractiveness Evaluation:
oMarket Sizing - Estimating The Size Of A Total Market, HowMuch Is Accessible By The Business, And/Or What Market
Share Ambitions Would Be Realistic.
o Competitive Presence And Customer Preference.
o Customer Spending Patterns, Budget Cycles, And Intent.
o Channel Trends, Preferences, And Allegiances.
Customer Insight: Specific Customer Needs, Aspirations, Buying
Behaviors, Usage Patterns, Decision Models, Preferences,
Favorability, Intentions, Etc.
Competitive Forces: Current And Potential Basis Of Competition In
A Market
Communications Planning: What Information Sources Do
Prospective Customers Pay Attention To, How To Reach Them,
Opportunities / Vehicles For Influencing Target Customers And
Which Are Most Effective.
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Customer Satisfaction: Measurement Of Quality Of Customer
Experience, Perceptions, Reaction, Loyalty, Intent, Etc.
Pricing: Testing Of Price / Feature / Quality / Packaging /
Positioning Combinations, Price Points, Promotions, Loyalty
Schemes, Terms And Conditions, Etc.
7.2 Details Of Research Conducted In The Past
1 Research Study Is A Study Of Some Specific Problem Of Any
Individual Or Group During His/Her Research Period. Research
Problem In General Refers To Some Difficulty Which Researcher
Experience In The Context Of Either Theoretical Or Practical Situation.
The Researcher May Want To Obtain The Solution For The Same.
2 P.M.Diesel Is Backed By A Strong R&D, Quality Assurance, Testing
And Gauging Team And Customers Have Seen The Value Of This
Investment In Every Single Diesel Engine they Manufacture. Company
Recently Developed Traile
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7.3 Ecommerce Utilization
Internet Has Become An Important Medium For Doing Global
Business Based On The State Of The Art Technology. Electronic
Commerce Has Two Major Aspects: Economical And Technological. E-
Commerce Is An Emerging Concept That Describes The Process Of
Buying And Selling Or Exchanging Of Products, Services, And
Information Via Computer Networks Including The Internet.
Company Has Launched Website To Provide Details About Product,
Services And Many Important Information To Get More
Business/Customers
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7.4 Consumer Attitude Towards Co. Product
The Aim Of Marketing Is To Meet The Needs Of Target MarketsProfitably.
Consumer Behavior Studies How Consumers Search For, Purchase,
Use, Evaluate And Dispose Off Products And Services That They Expect
Will Satisfy Their Needs.
Consumer Behavior Focuses On How Individuals Make Decision To
Spend Available Resources (Time, Money And Effort) On Consumption
Related Products And Services.
Attitudes Are As Important As Beliefs. An Attitude Is A Learned
Predisposition To Behave In A Favorable Or Unfavorable Way With
Respect To A Given Object.
People Have Attitudes Towards Almost Everything, Be It Clothes,
Region, Music, Social Issues And Food. Attitudes Lead People To
Behave In Consistent Ways Towards Objects. Since Attitudes Are Learnt,
They Can Be Changed Or Molded. Marketers Must First Understand
Consumer Attitudes And Either Fit Products Into Existing Attitudes Or
Alter Attitudes.
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1. Introduction
Finance Is The Important Part Of Any Business. Finance Is Lifeblood
Of Every Business. Business Is Not Possible Without Finance.
Finance Is The Blood Of Business So It Is Necessary To Manage It.
To Establish A Business, To Buy Raw Material And Machines, To
Make Production, To Pay Wages And Salary, To Market The Product
All These Activities Requires Finance. Financial Management Is The
Managerial Activity Of Planning And Controlling The Financial
Resources Which Are Required To Be Established For Successful
Operation Of An Enterprise.
As Said Earlier That Field Marshal. Is A Reputed Company, So
Whenever The Capital Is Required They Borrow The Capital From
The Financial Institutions.
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2. Capital Structure
We Have Collected Some Valuable Information From Annual Report
Given To Us Such Information Are Regarding Capital Structure Of
Company Is Under:-
In Case Of Diesel Engines They Have Accounts In Banks Namely.
The Rajkot District Co-Operative Bank
Central Bank
But Their Main Bank Is Central Bank Of India That Means Firm Does
Banking Work Mostly Through Central Bank Of India.
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3. Other Capital Structure
Field Marshal. Does His Activity Is Very Fruitful Way. Though Profit
Is The Main Aim Of Company But The Company Not Just Gives
Importance To Profit But Also To The Quality. Their Profit Is Normal
Not Higher Because They Believe In Quality.
Loan:-
There Are Two Types Of Loan (1) Secured Loan (2) Unsecured Loan.
Unsecured Loans Are Provided By Many And Secured Loans Are
Provided By Government.
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SWOT Analysis
SWOT STANDS FOR
S=StrengthsW = Weaknesses
O= OpportunitiesT= Threats
Swot Analysis Is Analyzing The Strengths, Weaknesses,
Opportunities And Threats Of A Particular Company. Here The SwotAnalysis Is Done For Field Marshal.
Strengths:-
Field Marshal. Just Does Not Sell Its Product In Rajkot Or Gujarat
But It Has A Wide Market In India.
It Provides Better Quality At Reasonable Prices.
It Has Coverage Wide Market In Diesel Engines Is By Field Marshal.
Weaknesses:-
One Of The Weaknesses Of Field Marshal. Is That It Can Not Fulfill
High Order On Time.
Its Products Are Limited Only To The National Market And DontReach The International Market.
Opportunities:-
The Biggest Opportunities For Field Marshal. Is In Capturing Other
States Market.
By Increasing Its Distribution Channel It Can Increase Its Market ForDiesel Engines.
Threats:-
The Biggest Threats For Field Marshal.Is From The Producer WhoMake Duplicate Products.
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FUTURE PLANS
The Future Plans For Those Who Think They Can Field Marshal. Is
No Exception To This Rule. Its Future Plan As Under.
The Biggest Aim Of Field Marshal.Is To Increase Its Market
Coverage.
Secondly, In Future Field Marshal. Wants To Sale Its Product InOther States.
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Suggestion
Field Marshal. Has Helped A Lot Me To Make My Report By Giving
Useful Data. I H ave Got Lot Of Knowledge By My Industrial Visit At
The Firm.
The Company Should Take Advantage Of All These Favorable Factor
In Developing And Expanding The Activities, There By Increasing
The Production And Ultimately Increasing Its Turn Over And Profit.
Company Should Also Start Exporting. All The Above Mentioned
Good Factor Would Definitely Help To Achieve The Desired Goal.
I Hope That The Company Will Follow My Suggestion On Above
Because The Main Motto Of This Organization Is Provide Better
Quality And Not To Earn Profit.
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Conclusion
The Purpose Of The Study Was To Draw Some Light On Philosophy,
Culture And Sentiments Of Organization.
After Visiting Field Marshal. I Fell Very Glade That I Had Been A
Part Of It For Sometimes. This Visit Gave Me Much Practical
Knowledge And A Very Good Experience.
The Unit Is Also Acquired With The Latest Technologies And
Modern Machines. The Staff And Worker Are Also Organized And
Co-Operative.
Looking Forward, The Units Properly And Orderly Management I
Would Like To Give My Best Wishes For Every Step They Take For
Expansion And For Attaining A Bright Future.
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Bibliography
Marketing Management
S. A. Sherlekar