A SHIFT IN MECHANIZATION IN THE CONSTRUCTION EQUIPMENT INDUSTRY AT DELHI/NCR REGION

COMPANY NAME:- UNIVERSAL CONSTORE PVT. LTD

GUIDE:- MR. VINOD AGGARWAL

BY:ANTRIKSH BHAN

SCOPE OF THE PROJECT

The sample comprised of 75 major companies located at different locations in DELHI/NCR region:1.INDUSTRY COVERAGE:-The scope of the research study covers all those companies whose turnover is more Than Rs 30 crs & who are & can be the major client of universal in the DELHI/NCR region. 2. DURATION OF THE PROJECT:-Survey was carried out for the span of two months. (15thmay-15thJuly 2012). There is a lot of benefit to conduct this research study as during survey we came to know that where universal stands in the market & what are the necessary steps that should be taken to increase its sales & make it a more valuable & admired brand . The study encompasses of finding & creating the demand available in the construction equipment industry, is there any affect of global slowdown on the manufacturers of construction equipment industry,to study further future prospectus ava ilable in the market for this industry. Mainly this project was done with the scope of analyzing the level of satisfaction of major client of universal company to further improve the quality and services offered by the company in order to increase its revenue and get profitability.

PRODUCTS:
Batching plant. Concrete pump. See-saw lift. Passenger material lift. RMC.

OBJECTIVES:To identify the various brands functioning in the construction equipment industry & to identify differentiating factors between the products of universal company & its competitors. To measure & compare the market share of universal. To identify the need for any value-addition to the universal products present in the market. To identify and generate prospective customers for universal Constore pvt. ltd. To know the satisfaction level of customers.

RESEARCH METHODOLOGY:Research is an art of scientific investigation. American Marketing Association (AMA) has defined Marketing Research as:The systematic gathering, recording and analysis of data about problem relation to the marketing of Goods & Services.

Primary Data:

Data was mainly collected through:o Questionnaire presented to Potential Clients to generate the needful information. o Scheduled interviews with existing clients like: Ahluwalia contractors Sweta Estates DLF Group o During formal/ informal discussion with company members & the employees of the companies which were visited.

Secondary Data:-

Data was mainly collected through :o Company Product Catalogs. o Reports Generated by Govt. of India. o Its Participation in Various Exhibitions. o Website.www.uceindia.com

OBSERVATIONS:

Companies are not working to their optimum due to being unaware of the products which can solve their purpose very efficiently. As the areas in the NCR regions are developing rapidly it can help the company to trap the new markets for its existing products and also new products. There is a potential market for the Tower Crane as the company is till date not manufacturing the same and almost all the clients visited for potential and existing are using and have requirement for same more in future. Due to cost ineffective equipment, the scope of potential market was narrowed. Introduction of local companies has disturbed the whole construction sector. After sale-service being the USP of company is not up to the mark ,so there is a need for improving the service.

FINDINGS
Regarding quality of product: As per survey, quality of Batching plant is good. In case of Reversible mixer, it is found out that quality of Reversible mixer is very good. But some of the clients are not satisfied with the quality as some parts of the machinery are of low quality. In case of PM & See-saw lift , clients are happily satisfied with these equipment's. Regarding cost of universal product: Cost offered by the universal is value for money as per 40% of the client surveyed. On the other hand 30% of the client said cost is expensive for many times. Regarding delivery schedule of universal product Delivery schedule of universal product is not ontime . Most of the client said that delivery schedules always delayed by 4-5 days and some time it is delayed by more than that. Networking and local services provided by the universal are good.

Regarding service department: During survey it was seen that universal offers good quality of product to its client but response of service department to its client is not good. Only 60% of the surveyed client agreed that services offered by the universal are good. Technical knowledge of the service engineer is not upto the mark as per client requirement.20% of the client said that technical knowledge of service engineer is average. No proper evaluation of the problems faced by the client. 30% of the surveyed client said that there is no perfect solution for their complaint by the service engineer. Regarding recommendation of universal product : Except 20-25% of the client almost all of the client would like to recommend the universal product to others as per survey.

CONCLUSION:After sale service needed to make more effective and customers complaints and queries should be resolved in order to maintain long-term relationship. Since Universal has user friendly products which are high in quality it can capitalize on these features and use them to push sales for SBU products. Delivery schedule of products needs to be on time. After sales service ,cost factor are the feature which has maximum influence over buying decisions for passenger cum material lifts. See-saw lift and passenger cum material lifts have great potential to perform in the market.