SECONDARY

RESEARCH

Prof Jayanta Chakraborti

Associate Dean (Academics)
IIPM Pune
FOUR STAGES OF SECTORAL ANALYSIS

ECONOMY

SECTORS

COMPANIES

BRANDS
 ECONOMY

US Chinese European Indian Russian Middle East SE Asian

Economy Economy
Economy Economy Economy Economy Economy

Capitalist Communist Conservative Mixed Socialist Petro-Dollar Low Cost

Manufacturing

Petroleum IT Automobile FMCG Steel Banking Pharma

Sector Sector Sector Sector Sector Sector Sector

P&G Colgate Reckitt HLL Dabur Godrej Marico

Palmolive Benkinser

Lux Sunsilk Surf Close-Up Kissan Fair & Lipton

Lovely
 MACRO-ECONOMIC PARAMETERS

1. GDP & GDP Growth 9. Currency Exchange Rate

2. IIP & IIP Growth 10. Forex Reserve

3. Agriculture Growth 11. Per Capita Income

4. Services Growth 12. Literacy Rate

5. Inflation 13. Unemployment Rate

6. Tax Rate 14. Fuel & Energy Prices

7. Interest Rate 15. Real Estate Prices

8. Stock Market Index 16. Monsoons

 PORTERS FIVE FORCE MODEL

POTENTIAL
ENTRANTS

Threat

Bargaining Bargaining

CUSTOMERS COMPETITORS SUPPLIERS

Power Power

Threat Attractive Industries are those where :

No of competitors are less

Entry barrier is low

SUBSTITUTES
Threat is low

Bargaining Power is low

 THE CABLE TELEVISION INDUSTRY

Yash Raj Films

INX Media
Neo Sports

Threat

Bargaining STAR TV Bargaining

Cable TV
Balaji
Sony TV Viewers
SAB
Zee TV Power Advertisers
Nimbus Power
Doordarshan MSO

Threat

Internet
Multiplex
Retail Chains
FM Radio Gyms
THE BCG MATRIX
 PLOT THE BCG MATRIX

Company Growth Market

(%) Share (%)
HLL 50 30
Dabur 25 5
ITC 5 20
Marico -10 2
Godrej 35 10

CAGR of FMCG Industry is 15%

NB : All figures are only for illustrative purpose and does not reflect the actual state of the company
 THE BCG MATRIX
60
55
HLL
50
45
40 Godrej
35
30 Dabur
25
M
20
G 15
R 10
ITC
5
0
-5 Marico
-10
-15
-20
-25

5 4 3 2 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1

RMS
 THE PERCEPTUAL MAP
WEEPIES

Santa Kahani Kyunki

Barbara Ghar Saas
Ghar Ki Bhi

Bold &
Beautiful Kkusum Kalash

ENGLISH HINDI
Office
Friends Office Hum
Paanch
Bewitched
Great
Yes
Caroline Indian
Boss Laughter
in the City
Will & Challenge
Grace

COMEDIES
THE FINAL OBJECTIVE

INDUSTRY TRENDS

ENTRY BARRIERS

CRITICAL SUCCESS FACTOR

SOURCES OF SECONDARY DATA

INTERNAL SOURCES

GOVERNMENT SOURCES

STOCK EXCHANGE DIRECTORIES

COMMERCIAL RESEARCH AGENCIES

CONSULTING FIRMS

INDUSTRY BODIES

CREDIT RATING AGENCIES

NEWSPAPERS & MAGAZINES

EXPORT PROMOTION COUNCILS

FOREIGN EMBASSIES &

INTERNATIONAL TRADE BODIES
THE FINAL REPORT

COVER PAGE

TABLE OF CONTENTS

EXECUTIVE SUMMARY

MAIN BODY

FINDING & CONCLUSION

RECOMMENDATION

APPENDIX
APPENDIX

RESEARCH METHODOLOGY

DATA COLLECTION
METHODOLOGY

SAMPLING TECHNIQUE

LIMITATIONS

SAMPLE OF FORMS USED

TABULATED DATA

BIBLIOGRAPHY
CHARACTERISTICS OF A GOOD RESEARCH REPORT

 The report must be written objectively

 The report must be written in a

concrete style

 The report must be organized and

coherent

 The report must be written in an

impersonal style

 There must be absolute clarity in the

presentation of ideas

 The report should be neat and tidy

 LIST OF SECTORS FOR SECONDARY RESEARCH

1. AIRLINES 11. FMCG 21. ORAL CARE

2. APPARELS 12. FOOTWEAR 22. PAINTS

3. AUTO --- 2 WHEELERS 13. HEAVY ENGINEERING 23. PETROCHEMICALS

4. AUTO --- 4 WHEELERS 14. HOSPITALS 24. POWER

5. AUTO ANCILIARIES 15. HOTELS 25. PHARMACEUTICALS

6. BANKS 16. INSURANCE 26. REAL ESTATE

7. CABLE TV 17. IT -- SOFTWARE 27. RETAIL CHAINS

28. STEEL
8. CEMENT 18. IT -- HARDWARE
29. TEA & COFFEE

9. CHOCOLATES 19. MINERAL WATER 30. TELECOM SERVICES

10. CONSUMER DURABLES 20. NON-ALCOHOLIC 31. TELECOM HANDSETS

BEVERAGES
32. TYRES
ANY QUESTIONS ???