A REPORTON

A STUDY ON COMPETITIVE BENCHMARKING AND COST ANALYSIS

ByUtkarsh Srivastava

13BSP0889

Impressive 9

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A ReportON

A STUDY ON COMPETITIVE BENCHMARKING AND COST ANALYSIS

ByUtkarsh Srivastava

13BSP0889

Impressive 9

A report submitted in partial fulfillment of the requirements of PGPM Program of

IBS Bangalore

Date of Submission15/April/2014

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Table of Content

Chapter No. Topic Page No.

Abstract

AbstractThe title of my project is Competitive benchmarking and cost analysis. The purpose of my study is to understand the competitive advantage of one company on other confined to market share, geographical coverage, pricing strategy, product range, after sales service, technology, promotion strategy and to understand the various direct and indirect cost involved in

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housekeeping industry confined to Impressive 9. The study tenure is of 14 weeks starting from 26th Feb 2014 to 23rd May 2014. The required data are collected from the competitors of Impressive 9 as well as by conducting a research through questionnaire (Annexure A), costing data are collected from Company record. On the basis of collected data, benchmarking for the company and Cost analysis of the company is prepared.

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CHAPTER 1

1.1Introduction: About the Company: The Company Impressive 9 was founded in 2010. Since the inception they are the leading provider of housekeeping machinery across India. The customer has

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always been at the centre of their business and they are constantly expanding their ways of reaching out to them, to understand their needs and aspirations.Passion for delivering with excellence has always motivated them to come up with high quality products to ensure satisfaction and the wellbeing of the families and corporate. They offer the customers, various ranges of home cleaning products through a network that has rapidly spread to encompass over 100 facility management dealers across 30 cities and towns in India.Clients of Company: The main customer of the company are Frontline facility management company, SGP Multiclean equipments, ESGEE Electricals, Clean Vacuum Technology, Nokia, Motorola, TCS, Accenture, Goldman Sachs, Aditya Birla group, Wipro and etc.Products of Company: Following are the exhaustive list of products offered by Impressive 9:

Machinery Housekeeping

Scrubber Dryer Janitorial Cart, Multifunctional Janitor Cart

Mini Scrubber Dryer Window Cleaning Kit

Scrubbing Machine Wringer Bucket

Bagpack Vacuum Cleaner Multifunctional Service Cart

Wet/Dry Vacuum Cleaner Leather Dustbin, Dustbin with Ashtray, Round Shaped Dustbin, Square shaped Dustbin

3 Phase Vacuum Cleaner Garbage Can with Pedal and with Foot Controller

High Pressure Jet Washer Restaurant Trolley and Umbrella Hanger

Electric Foamer Lobby Dust Pan, Floor Scrapper in plastic and steel

Blower Window washer and Floor Metal Squeezer

Manual Sweeper Caution Boards, Tool Basket, Dispenser, Utility Box

Escalator Cleaner Floor Mop, Telescope Ladder, Telescopic Pole

Driving Type Sweeping Machine

Laundry Cart, Quadrate Laundry Cart, X Shape Laundry Cart

Hi speed Polisher Long Handle Scrapper, Plastic Window Scrapper

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The exhaustive list of Chemicals, offered by Impressive 9 are:

Dish Washer Room Freshener

Floor Cleaner Hand Wash

Degradeser Furniture Polish

Carpet Shampoo

All these products have different variants and different sizes based on the client’s requirement. They also provide spare parts and accessories for their machines.

1.2 Brief about Project: This project at Impressive 9 basically deals with benchmarking Competitors and Cost Analysis. The benchmarking are confined to technology, market share, types of customer (segmentation), pricing strategy, product range, market share, geographical coverage, promotion strategy followed, after sales service, distribution channel. On the basis of these benchmark, a analysis of costing are done to cut down the unnecessary cost involved starting from importing the machineries from abroad to the inventory. This study also involves an analysis of competitive advantage by carrying out a survey about, the client’s satisfaction with regard to Impressive 9 and their competitors.

This study is done to understand the competitive advantage of one company over other company with respect to factors mentioned above and secondly to understand the various costs involved in this industry (Housekeeping industry).

This study is done to help the company in following ways: The company can cope up with their strategy to get an advantage over their

competitors. The company can understand the factors such as promotional activities, pricing

structure of products, technology, product range and etc. where they are lacking and the possible measures to improve.

The company can cut down their unexpected or unnecessary costs, while importing the machineries and distributing it to end user or to the clients.The company can understand their BEP (Break-even point) level

1.3 Assignments at Impressive 9Apart from the above project, the assignments given at Impressive 9 include the following:

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Sales promotion and brand awareness by visiting clients especially in educational institution and hospital industry.

Advertise the products of the company via social media such as Facebook, LinkedIn, Youtube and etc.

SWOT analysis of major products of the company such as Scrubbing machine, Vacuum Cleaner, Scrubber Dryer.

1.4 LimitationsThe limitations of this project are:

Study is confined to limited number of competitors. Time constraints with respect to conducting survey and collecting data for

benchmarking. Sample size is very small for the survey. Internal factors i.e. working culture, quality of employees and etc. cannot be

benchmarked through secondary research/perception survey. The surveys conducted are carried through questionnaire and the responses are based

on perception. There may be bias in information by market participants. List of direct and indirect expenses fetched from company’s book may not be exact.

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CHAPTER 2

EIC Analysis (Economic Industry Company Analysis)

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2.1 Economic Analysis

GDP:The Indian economy after showing a growth of over 9 per cent during 2005-08, slowdown to 6.7 per cent in 2008-09 because of the global financial crisis. Because there was fiscal and monetary help from the government the economy recovered quickly to a growth of 8.4 per cent in 2009-10 and 2010-11. However, the fragile global economic recovery and a number of domestic factors have led to a slowdown once again.The slowdown in the Indian economy that began in the second quarter of 2011- 12, when the growth rate declined to 6.7 per cent from a level of 8.0 per cent in the first quarter, continued in subsequent quarters. As per the information released by the Central Statistics Office, the growth of Gross Domestic Product (GDP) was 5.0 percent in 2012-2013, with agriculture & allied activities growing at 1.8 per cent, industry at 3.1 percent and services at 6.6 percent.The corresponding growth in GDP in 2011-2012 was 6.2 per cent, with agriculture and allied sector, industry and services growing at 3.6, 3.5 and 8.2 per cent, respectively. The GDP growth in the first and second quarters of 2012-2013 was 5.5 per cent and 5.3 per cent, as compared to 8.0 per cent and 6.7 per cent during the corresponding periods of 2011-2012. The slowdown is not just confined to India. There has been a general slowdown in the global economy which has been passing through a rather prolonged phase of uncertainty. Having achieved a GDP growth of 5.1 per cent in 2010, the rate of growth in the global economy declined to 3.8 per cent in 2011. Even the emerging economies have slowed down during this period, partly as a result of the slowdown in their export markets. China's growth declined from 10.4 per cent in 2010 to 9.2 per cent in 2011 and is expected to be 7.8 per cent in 2012. Brazil's growth dipped from 7.5 per cent in 2010 to 2.7 per cent in 2011.The Indian economy recovered in the second quarter (Q2) of 2013-14 recording a growth of 4.8 per cent. This follows a growth rate of 4.4 per cent in the first quarter (Q1) of the current financial year - the lowest in 16 quarters. The recovery in Q2 is noticed because of significant fiscal consolidation by the Government and tighter liquidity conditions. The economy went through challenging times since the crisis in the Euro area in 2011-12 with a cyclical down turn with growth slowdown.

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(Source: CSO Central Statistics Office)

IIP (Index of Industrial Production)

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The growth in industrial output based on the index of industrial production (IIP) turned positive in the second quarter of 2013-14. Overall performance of the industrial sector during the first half of 2013-14 has been mixed. Ready-made garments and electrical machinery & equipment industries has been the highlight of the first half of this financial year. Following the steps taken by the Government to boost investment and business confidence, growth rates in some of the core sectors, such as, power, cement, steel and coal have surged during the second quarter. The industrial output growth increased marginally to 0.3 per cent during April- September 2013 as compared to the 0.1 per cent growth during the corresponding period of the previous financial year.

Growth of Industries based on IIP( Based 2004-05=100)Year Quarter Mining Manufacturin

gElectricity General

Weights 141.57 755.27 103.16 10002011-12 Q1 0.7 7.7 8.3 7.0

Q2 -4.1 3.4 10.5 3.2Q3 -4.2 1.1 9.6 1.2Q4 -0.4 0.3 4.5 0.6

2012-13 Q1 -1.5 -0.8 6.4 -0.3Q2 -0.7 0.2 2.8 0.4Q3 -3.0 2.5 4.4 2.1Q4 -3.8 3.1 2.3 2.2

2013-14 Q1 -4.7 -1.1 3.5 -1.0Q2 -0.1 1.2 8.4 1.7

April-September2012-13 -1.1 -0.3 4.6 0.12013-14 -2.6 0.0 5.9 0.3Source: CSO Central Statistics Office

Indian industry performance of manufacturing sector has a significant bearing on the overall growth of the industrial sector. This sector registered a growth of 1.2 per cent in the second quarter showing a recovery from the decline of 1.1 per cent in the first quarter of 2013-14. During 2012-13, manufacturing output had increased by 1.3 per cent. The reasons for slowness in the manufacturing sector are multiple. Due to low level of investment in R & D, India has not seized the opportunities available in the growing sectors such as chemicals, machinery & equipment, electrical machinery, electronic goods, etc.

Inflation

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The average inflation after remaining constant around 8-9 per cent during 2010-12 moderated to 7.35 per cent in 2012-13 and further to 5.64 per cent in 2013-14 (Apr-Sep). In terms of quarterly development, headline inflation in the first quarter of 2013-14 was at 4.84 per cent. However, a spike in vegetable prices and higher inflation in fuel group on account of depreciation of rupee led to a recover in headline WPI inflation with second quarter inflation at 6.44 per cent and as per the latest available data at 7.00 per cent in October, 2013. Non-food manufacturing inflation or core inflation has been ruling below 3 per cent mark for 7 months now.

In 2012- 13, inflation remained higher in all major subgroups of food including cereals, pulses, vegetables, eggs, meat & fish, sugar and edible oils etc. However, during 2013-14 (H1), it has been mainly in cereals, vegetables and eggs, meat & fish. In 2013-14, inflation in vegetables was mainly because of onion. Onion inflation reached a peak of 322.94 per cent in September 2013 on account of lower stocks particularly in major producing states, decline in arrivals of stored onion, estimated lower production in 2012-13 as compared to 2011-12, rise in consumption and exports. However, it has moderated to 278.21 per cent in October 2013 in the wake of arrival of fresh Kharif onion in the market.

Year on year inflation (%)Year Inflation (%)

2010-11 9.582011-12 8.942012-13 7.35

2013-14 (HI) 5.64Oct-13 7.00

Inflation in fuel group, after remaining around 14 per cent in 2011-12, declined to around 10 per cent in 2012-13.

2.2 Industry Analysis

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Housekeeping IndustryThe Indian housekeeping industry is in its early growth stage and is developing rapidly. Increased awareness levels among different vertical markets are expected to take this market to a mature growth phase in its life cycle.

The housekeeping market in India was estimated to be USD 650 million in 2010. Due to the size of the construction market and geographic space, the housekeeping market revenues in India are higher than other nations such as Singapore that are smaller in geography. But, in terms of market maturity and understanding and accepting of such services by end users, India has a long way to go.Lack of availability of technical and non-technical manpower is one of the biggest challenges the industry is facing currently.The next big factor posing as a restriction is competition. Since the market is consist of low cost unorganized service providers, pricing and margins come under pressure as these unorganized players provide services at low rates. However, many international companies have entered into this market and achieved phenomenal growth rates over the last five years.

Competitors:

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Competitive strategies are based on the roles firms play in the target market- leader, challenger, follower, nicher.

Market Leader: The firm in the industry with the largest market share.Market Challenger: A runner-up firm that is fighting hard to increase its market shares in the industry.Market Follower: A runner-up firm that wants to holds its share in an industry without rocking the boat.Market nicher: A firm that serves small segments that the other firms in an industry overlook or ignore. Market Market Market Market Leader Challengers Followers Nicher

Market Leader in Housekeeping Industry: Taski, Johnson Diversey, RootsMarket Challenger in Housekeeping Industry: Eureka Forbes, Numatics, NilfiskMarket Followers in Housekeeping Industry: Impressive 9, Surie Polex, KarcherMarket Nicher in Housekeeping Industry: Charnock Equipments, Uniclean (Note: The above Classification of Market share are done in keeping mind the Indian Housekeeping Industry)

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40% 30% 20% 10%

Michael Porter’s five forces

The five forces that shape Industry Competition

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1. Threat of new entrants:

If new entrants move into an industry they will gain market share & rivalry will intensify. The position of existing firms is stronger if there are barriers to entering the market, if barriers to entry are low then the threat of new entrants will be high, and vice versa. Therefore barriers to entry are very important in determining the threat of new entrants.

Following are the difficulty faced (based on ranking) by new entrants to enter in housekeeping industry

Barriers RatingInvestment Cost 3Regulatory and legal restrictions 5Product differentiation 4Access to suppliers and distribution channels 4

1: Least Difficult 5: Most Difficult

Explanation

Investment Cost In housekeeping industry, huge investment is not required for new entrants. Not much of Capital is required to commence business of housekeeping products.

Regulatory and legal restrictions In housekeeping industry, generally the equipments are imported from China, Korea, Italy and other foreign country therefore; there is much of legal restrictions involved. Hence it is difficult to get the permits and tackle other legal restrictions.

Product differentiation In housekeeping industry there are already big companies existing in the market who have strong USPs or brand awareness therefore, it’s little difficult to enter in housekeeping industry.

Access of suppliers and distribution channels In housekeeping industry there are very few suppliers as well as distribution channel to circulate the equipments. Therefore it’s difficult for new entrants to get rid of supplier barrier.

A company who can overcome the above mentioned barriers can easily enter into housekeeping industry.

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2. Bargaining power of suppliers:

If a firm’s suppliers have bargaining power they will: Exercise that power Sell their products at a higher price Squeeze industry profits

If the supplier forces up the price paid for inputs, profits will be reduced. In housekeeping industry suppliers find themselves in a powerful position when:

There are only a few large suppliers. The resource they supply is scarce. The cost of switching to an alternative supplier is high. The supplier can threaten to integrate vertically. The customer is small and unimportant.

Factors determining, whether supplier bargaining power is high/moderate/low (based on current market situation) are:

Factors Bargaining powerUniqueness of the input supplied HighNumber and size of firms supplying the resources ModerateDegree of differentiation of inputs ModerateSupply scarcity Low

Explanation Uniqueness of the inputs supplied In housekeeping industry, the equipments are unique in their nature, and there is no any close substitute available for the equipments. Therefore, here the supplier has high bargaining power.Number and size of firms supplying the resources The number of suppliers available in housekeeping industry is moderate/average so in this industry suppliers have moderate bargaining power, they can’t rule the market. Degree of differentiation of inputs In housekeeping industry not much of difference can be found because products offered by suppliers are almost equivalent with each other, only few differences can be found therefore here the bargaining power of supplier is moderate.Supply scarcity As the number of supplier in housekeeping industry are moderate, so there is less chance of scarcity of products. Hence it can be concluded that supplier cannot have advantage of scarcity of supply.

3. Bargaining power of customers18

Powerful customers are able to exercise pressure to drive down prices, or increase the required quality for the same price, and therefore reduce profits in an industry.In housekeeping industry, Customers tend to enjoy strong bargaining power when:

There are only a few of them. The customer purchases a significant proportion of output of an industry. They can choose from a wide range of supply firms. They find it easy and inexpensive to switch to alternative suppliers.

Following are the factors which determine whether the bargaining powers of customers are high/moderate/low:

Factor Bargaining powerNumber of customer LowSize of their orders HighNumber of firms supplying the product ModerateCost of switching High

ExplanationNumber of customer The higher the number of customer, the lesser the bargaining power of customer. In housekeeping industry the number of customer are huge so, here the customer has low bargaining power.Size of their orders In housekeeping industry, generally PO’s (Purchase orders) are huge so customer has advantage to bargain the price.Number of firms supplying the product As there are moderate number of supplier in housekeeping industry, the customer hold moderate bargaining power. Cost of switching The cost of switching to other supplier does not indulge any problem because whenever a customer wants to change the supplier they can do so without any problem. Therefore, customer has high bargaining power.

4. Threat of substitute productsA substitute product can be regarded as something that meets the same need. Substitute products are produced in a different industry –but crucially satisfy the same customer need. If there are many likely substitutes to a firm’s product, they will limit the price that can be charged and will reduce industry profits.In housekeeping industry, there are no any substitute products available in the market. Therefore there are no any threats of substitute products float in housekeeping industry.

5. Degree of competitive rivalry

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If there is intense rivalry in an industry, it will encourage businesses to engage in Price wars (competitive price reductions). Investment in innovation & new products. Intensive promotion (sales promotion and higher spending on advertising).

In housekeeping following are the factors which determine the degree of competitive rivalry: Number of competitors in the market Market size and growth prospects Product differentiation and brand loyalty Exit barriers

Factors DegreeNumber of competitors in the market HighMarket size and growth prospects LowPower of buyers and the availability of substitutes LowExit barriers LowProduct differentiation and brand loyalty Moderate

Explanation

Number of competitors in the market In housekeeping industry, there are many competitors existing in the market. Because of huge number of competitors, the market is engage with price wars. Hence, the degree of competitive rivalry is high.Market size and growth prospects Generally competition is more intense in stagnating market and housekeeping industry is still growing so the degree of competitive rivalry is low.Power of buyers and the availability of substitutes As there are no substitutes available because of which buyer exercises low power. Therefore, the degree of competitive rivalry is low. Exit barriers If it is difficult to exist any industry, the intensity of competition will be low. In housekeeping industry, to exist the industry does not indulge any problem. Therefore, degree Competitive rivalry is low.Product differentiation and brand loyalty The greater the degree of product differentiation, lower will be the price wars in the market. In housekeeping industry, the products offered by supplier are little different from each other. Therefore, the degree of competitive rivalry is moderate.

2.3 Company Analysis20

Impressive 9 are the leading provider of housekeeping machinery across India. The customer has always been at the centre of their business and they are constantly expanding their ways of reaching out to them, to understand their needs and aspirations.Passion for delivering with excellence has always motivated them to come up with high quality products to ensure satisfaction and the wellbeing of the families and corporate. They offer the customers, various ranges of home cleaning products through a network that has rapidly spread to encompass over 100 facility management dealers across 30 cities and towns in India.

Core Competency

The core competencies of Impressive 9 are:

Low Cost

Servicing

Quality

Timely Delivery

The housekeeping equipments offered by Impressive 9 are very low as compared to other competitors. The prices are almost 40-50% low as compared to other competitor’s product.

Impressive 9 provide very high quality of servicing vis-à-vis to its competitors, as communicated by the client’s as well as other customers.

The quality of product provided by Impressive are commendable, they imports equipments from Korea with a very good supplier network.

Impressive 9 after getting the PO’s (Purchase Orders) deliver the equipments timely because they always possess huge number of stocks in their inventory therefore the consumers receive the equipments on time which is not in the case of other companies.

Marketing Strategy

Impressive 9 are not in any kind of advertisement and media, they create the brand awareness of their products via social media such as facebook, LinkedIn, twitter and etc. They hire executives or management trainee to create brand awareness of their product. Impressive 9 participate in Clean India expo to build brand awareness among the consumers.

SWOT Analysis

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Strength Weakness

Cost advantage

Availability of equipments

Commendable work with leading facility management companies like Dusters, Frontline Facility Management.

Variety in sizes of machines

Service Delivery

Sound of Vacuum Cleaners create problem for hospitals.

Few products are not of good quality.

Website of the company is not attractive, which is not consumer friendly

Consumers are unaware of brand

Few marketing activities are undertaken.

Opportunities Threats

Hospital sector and Hotels.

Impressive 9 can open a Facility Management Company.

Impressive 9 can capture the market through Chemicals.

Local companies use private labels for their products which causes price war.

Large competitors who are leading the market.

Local companies provide greater credit margins to customer.

Because of dealer distribution the equipments are sold at higher price.

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CHAPTER 3

3.1 Objective of the Internship:

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The objective of internship is as follows: To understand and evaluate the current position of Impressive 9 vis-à-vis its

competitors and to identify areas and means of performance improvement. To suggest strategies for company to penetrate the market based on benchmarking

factors like pricing, product range, promotion strategy, after sales service, technology, percentage of market captured and etc.

To conduct the Break-Even analysis of company. To analyze and estimate the cost of companies product.

5. Methodology: The methodology includes:

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Collection and compilation of data fetched from Competitors (Primary data), historical data from Impressive 9 (Secondary data) and by conducting a survey with the clients of Impressive 9.

Data Collected includes:

Competitors benchmarking factor such as percentage of market share, product range, price list of the products and etc.

List of Expenses incurred by Impressive 9 i.e. direct as well as indirect expenses.

Primary data from client’s (surveyed data).

Analysis Includes:

Comparison of price of products, market share, product range and etc between Impressive 9 and its competitors.

Analyzing the various costs of Impressive 9.

Analyzing the survey data

Preparing the report based on the comparison and analysis of data collected.

Sample Size Till date 10 samples have been collected and more 20 samples are yet collect. So at the end of the research it can assume that the sample size would be 30.

Method of sampling The method of sampling is Probability sampling, because in this survey all the population has chance to be selected in the sample and it can be accurately determined.

Analysis so far on the basis of sample collected Till date 10 samples are collected and following analysis can be made from the collected samples:

Market leader in housekeeping industry (Keeping Indian market in mind) are Roots, Taski, Johnson Diversey.

Market Challengers in housekeeping industry are Eureka Forbes, Numatics, Nilfisk.

Market followers in housekeeping industry are Impressive 9, Surie Polex, Karcher

Market Nichers in housekeeping industry are Charnock equipments, Uniclean.

At the time of purchasing equipments, consumers give more preference to Price, Quality, Service, Availability, user friendliness.

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CHAPTER 4

Current Status: Progress vis-à-vis objectives

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1. To understand and evaluate the current position of Impressive 9 vis-à-vis its competitors and to identify areas and means of performance improvement.

The objective of finding the current position of Impressive 9 and identifying areas of performance management is almost done because still 20 samples are yet to be collected.

Company guide has given a list of clients from whom they have transacted; the survey is conducted on the list of clients given because their feedback is important in deciding the current position of Impressive 9.

2. To suggest strategies for company to penetrate the market based on benchmarking factors like pricing, product range, promotion strategy, after sales service, percentage of market captured and etc.

In the above objective the benchmarking is done for pricing, product range, percentage of market captured. Still promotion strategies, after sales service, technology, geographical coverage are yet to be done.

Action plan for:

Promotion Strategy: Competitor’s promotion strategy can be concluded from internet as well as by company guide.

After sales service: The quality of after sales service can be concluded from the survey which is still in process and can be finalized at the end of April month.

Geographical Coverage: Geographical coverage can be concluded from contacting competitors and collecting required information from company.

3. To conduct the Break-Even analysis of company.

Break even analysis of company is still to be done because the required data are not yet received from the company.

Probably the data will be collected by 25th April, thereafter the analysis will start. The action plan for break even analysis is doing it with the help of break even analysis formulae

4. To analyze and estimate the cost of companies product.

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A proper research is been done to find out the expenses/cost involved in housekeeping industry starting from importing equipments from abroad to storing in inventory.

Very few costing data are received from the company and on that analysis is done, still costing data is to be collected from Company.

As the costing data are confidential and cannot be included in the project report, therefore hypothetical data will be taken and on that basis analysis will be framed.

Literature Review

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The research “Competitive Benchmarking and Cost analysis” is carried at Impressive 9. This research is done mainly to find out the current market situation of housekeeping industry as well as current position of Impressive 9 about where it stands.

Till date it can be assumed that Impressive 9 is Market follower, who follow the market and has the capability of leading the housekeeping market. Impressive 9 have the capacity to lead the market because of the following factors:

Quality

Price

Service

Availability of spare parts

Terms and Condition and etc.

The research also include Cost analysis which mainly focuses on finding the direct and indirect cost/expenses indulge in housekeeping industry in keeping in mind the context of Impressive 9. The major expenses include the transportation cost because Impressive 9 import the machines from different part of the earth. The second major expense includes the advertisement/ marketing/promoting the products of company through different mode.

Since the survey is yet to finish proper analysis or conclusion cannot be made.

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CHAPTER 5

Learning’s from SIP @ Impressive 9

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Following are learning from my SIP till date:

Learnt about the various cost involved in Housekeeping industry. Learnt about the competitive strategy, as in designing strategy to increase the market

potential. Learnt how to deal with Corporate Client’s. Learnt, how to market the products of Housekeeping industry. Learnt about various platforms for promoting products. Get to know about the corporate culture. Learnt about Competitor benchmarking.

Following are the things I want to learn further from my SIP:

Various tools and techniques for Cost Analysis. More insight about the competitive benchmarking techniques. Selling strategy. Market research with respect to competitive analysis.

Referencing:

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1. Principles of Marketing 13th Edition By Kotler, Armstrong, Agnihotri, Haque.Publisher: PearsonPg 454 to Pg 458

2. A white Paper by Frost & Sullivan, 2011, Indian Facilities Management Markets: Growth opportunities and challenges ahead. Page no 4to 8 accessed on 5th April 2014http://dsolve.in/WebImages/IndianFacilitiesManagementMarket.pdf

3. http://indiabudget.nic.in/survey.asp 4. Ministry of Finance Departments of Economic Affairs Economic Division: Midyear

Economic analysis 2012-2013, accessed on 8th April 2014.http://finmin.nic.in/reports/MYR201213English.pdf

5. Mid Year Economic Analysis 2013-14, Published by Ministry of Finance Department of Economic Division.

6. Annual Report 2012-13, Published by Ministry of Finance (Budget Division).7. http://www.impressive9.com/ 8. A PPT on Business policy and Strategic management by Mayur Narole from

Slideshare accessed on 8th April 20149. Porter’s Five forces: A model for Industry analysis accessed on 10th April 2014.

http://www.quickmba.com/strategy/porter.shtml

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