sip report on marketing strategy

1. APROJECTON MARKETING STRATEGYAND
BUSINESS MANGEMENTOFENGINEERING
MANUFACTURING
By
THAKER JINESH
(178040592050)
GUIDED BY
PROF. DHRUPAL PATEL
Student of R.H. Patel Institute of Management
A M Design Pvt. Ltd.

2. FLOW OFPRESENTATION
 INDUSTRY PROFILE
 COMPANY PROFILE
 DEPARTMENT OF COMPANY
 SWOT ANALYSIS OF COMPANY
 ABOUT THE TOPIC
 OBJECTIVE OF STUDY
 DATA COLLECTION SOURCES
 BENIFITS & LIMITATIONS OF STUDY
 FINDINGS & SUGGESTIONS
 CONCLUSION

3. ENGINEERING MANUFACTURING
INDUSTRYPROFILE
 With its essential role in other sectors, it is not surprising
that the chemical sector is a vast, complex industry.
 Globally Engineering Manufacturing Industry is a knowledge based industry
with significant investment in R&D.
The manufacturing sector of India has the potential to reach US$ 1 trillion by 2025
and India is expected to rank amongst the top three growth economies and
manufacturing destination of the world by the year 2020.
The Ministry of Defence, Government of India, approved the “Strategic Partnership”
model which will enable private companies to tie up with foreign players for
manufacturing submarines, fighter jets, helicopters and armoured vehicles.

4. ABOUT COMPANY
A M DESIGN PVT. LTD
• A.M Design Pvt.Ltd. (AMD) is founded in Ahmedabad- India IN February
2001.
• Company is certified under ISO:9001
• AMD specifically focused on providing Engineering and Precision
Manufacturing Solution to space, Avitation and Defence Industries
• Over the past 10 years, AMD has provided a collaborative development
platform with expertise in the planning, design technical advice
and programme management of manufacturing project.

5. Flow of Product in A M Design
Dispatch to
Customer
Feedback

6. Department of Unit:-
PURCHASE
DESIGN
HR
ACCONTS
PRODUCTION
DEBURING
QUALITY CONTROL
PACKING

7. Department Details
Material Store
 Material Store The goal of materials
management is to provide an unbroken
chain of components for production to
manufacture go
 Odds on time for the customer base. The
materials department is charged with
releasing materials to a supply base,
ensuring that the materials are delivered on
time.
 Materials is generally measured by
accomplishing on time delivery to the
customer, on time delivery from the supply
base,
 Attaining a freight, budget, inventory shrink
management, and inventory accuracy. The
materials department is also charged with
the responsibility of managing new
launches.

8. Main Store
• Main store serves purpose
of Providing materials,
Tools, Gauges, and other
required stationary Store
Finished parts and also
safegurd finish part

9. Production Unit
Cutting Process:-
• Material From Sheets and bars cut
into required material size for
milling or turning process which
size is prefixed as per final product
requirement.

10. Production Unit
Turning process:-
Turning is a machining process in which
a cutting tool, typically a non-rotary tool bit,
describes a helix tool path by moving more
or less linearly while the work piece rotates
Turning process done on product as per
requirement before or after milling process
For turning process CNC turning machine
used.

11. Production Unit
Milling Process:-
Milling is the machining process of
using rotary cutters to remove
material[1] from a workpiece by
advancing (or feeding) the cutter into
the workpiece at a certain
direction[2]. The cutter may also be
held at an angle relative to the axis of
the tool.

12. Deburing
• A burr is a raised edge or small piece of
material remaining attached to a work
piece after a modification process.
• It is usually an unwanted piece of
material and is removed with a debarring
tool in a process called 'deburring'. Burrs
are most commonly created
by machining operations, such
as grinding, drilling, milling, engraving or
turning. It may be present in the form of
a fine wire on the edge of a freshly
sharpened tool or as a raised portion of
a surface

13. Quality
• Quality department deals
with product dimensions
and product finish as per
customer requirements
• Maintaining product within
ISO And UNC Standards
•
• Generation of Report
• Dealing with inprocess
and final product

14. SWOT ANALYSIS
STRENGTHS:
• Unique product for each and every
customer as per their requirement
so easy to promote the new or
existing product.
• Brand loyalty is higher than b2c.
• Long term relationship.
• Detailed assessment of products.
• B2B market targets customers who
are very much larger in their
consumption of product than the
consumer markets.
• Consistent flow of enquiries.
• Strong trade show presence.
WEAKNESS:-
• Selected number of customer so not
easy to find new customer for the
product by using marketing of
product.
• Marketing product that are
inherently technical and complex,
which means they are often difficult
to understand.
• Longer decision making process in
buying the product. Too many
people involved in purchasing.
• Purchasing the wrong product or
service, the wrong quality or
agreeing to unfavourable payment
terms may put an entire business at
risk.

15. SWOT ANALYSIS
OPPORTUNITY:
• Open market for product
towards the government big
projects or towards the other
manufacturing companies.
• Higher investment higher
involvement.
• Maintain high quality
standards.
• Branding
• Focus our spending on
priority programs that drive
revenue
• THREATS:
• In international trade, delivery
risks, exchange rate risks
and political risks.
• These risks may affect the
business relationship
between buyer and seller.
• Unfocused message =
marketing confusion.
• Sales wanting to change lead
model.

16. ABOUT THE PROJECT
INTRODUCTION
Marketing Strategy – A BASIC INTRODUCTION
• A marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage. A
marketing strategy should be centered on the key concept that
customer satisfaction is the main goal. Marketing strategy is most
effective when it is an integral component of corporate strategy,
defining how the organization will successfully engage customers,
prospects, and competitors in the market arena. As the customer
constitutes the source of a company's revenue, marketing strategy is
closely linked with sales. A key component of marketing strategy is
often to keep marketing in line with a company's overarching mission
statement.

17. TYPES OF MARKETING STRATEGY
Two main type of marketing strategy are
• 1. Business to business (B2B) marketing
• 2. Business to consumer (B2C) marketing
Following are the different types of marketing strategies
available.
• Paid advertising. This includes multiple approaches for marketing.
• Cause marketing.
• Relationship marketing.
• Undercover marketing.
• Word of mouth.
• Internet marketing.
• Transactional marketing.
• Diversity marketing.

18. COMPANYS MARKETING STATERGY
Relationship Marketing:-
• The purpose of utilizing relationship marketing is to install in the
customers the perception of old fashion values of a trusted
relationship with a machine representative.
• The companies’ goal would be to build a customer/sales
representative relationship. The relationship would be
perpetuated trough a common bond of sharing of information
related to industry, consultation, equipment and a sharing of
common experience.
• The marketing strategy is to utilize a customized approach for
each customer’s business. The customized approach will be
related to a long-term relationship plan. As a Result, by forming
solid substantial relationships, the company sale will grow.

19. GOALS OF RELATIONSHIP MARKETING:-
• The goal is to strengthen the relationship between AMD and existing
Customers. A profile will be done by mark and targeting individual
customer values-and correlating experiences that will be of value to the
customer.
• The goal is to re-establish relationships with former customers, by
analysing the direction of their business and brings to their attention
how our products and services currently apply.
• The goal is to install in the customer their importance by quick
response and sense of urgency. The sale's representative’s would carry
cellular phones when in the office and in the field. This would allow
easy access to them by customer. The cellular phone would also
accommodate the company’s goal of responding to sense of urgency.
• The goal for the sale representative is to conununicate to the
customer the most efficient use to customized service strategy.

20. OBJECTIVES OF THE STUDY:-
• The objectives of study are: –
• To understand the organizational structure of the A M Design Pvt Ltd.
• To study about marketing strategy of company and to know how the
company gets contract.
• To have a thorough understanding of the functions of all departments
specially marketing.
• To study basic activity of the marketing department, which is mainly
perform order booking as well as completing the contract in stipulated
time in AMD Company.
• To carry out a SWOT analysis of the A M Design Pvt Ltd.

21. DATA SOURCES:-
• Email
• Telephone
• Observations
• Marketing manual of company
• Old Records & Procedure checklist
• Department Heads Verbal talk
• Inquiries and quotation for product
• Guidance from the Marketing executive
• Internet

22. BENIFITTS OF STUDY:-
• Data gathered for engineering firm about marketing strategy and its
advantages and flaws
• Necessary suggestions about improving marketing strategy
• Improved knowledge about Marketing strategy and business
management of engineering manufacturer
• This data can be used by other similar firm to improve their strategy
and management
• Due to limited time to finish project so I try to give maximum output
with minimum time to justify project. These time limits learned me a
lot & teach me how to tackle work with fixed time which is also a
professional experience in a corporate environment.

23. LIMITATITION OF STUDY:-
• I have collected secondary data and it might not be always
accurate. So one should not rely upon that.
• Because people working there was always involved constantly
in work so gathering information without disturbing them was
difficult.
• Due to limited time to finish project so only few details are
collected
• Due to Privacy issues of company customer data and financial
data are not included in project report

24. FINDINGS:-
• AMD using relationship marketing as with that old values loyalty of customers
with company strengthens.
• For engineering product marketing presenter has to know the complete
information about the feature of the company's product, if need then ask for
the demonstration for the product performance and feature.
• B2B marketers address a much smaller number of customers who are very
much larger in their consumption of products than is the case in consumer
markets.
• Personal relationships are of critical importance in engineering manufacture
markets.
• It is not unusual for a business-to-business supplier to have customers that
have been loyal and committed for many years.

25. SUGGESTIONS:-
• As company is in its growth state they should keep open mind about
other marketing strategy like digital marketing.
• As company is having struggle for planning and processing orders for
components as machinery is limited so they should purchase new
machinery and if possible bigger plant
• B2B products and their applications are more complex than consumer
products. So if marketing person is well trained than he will be able to
demonstrate and give detailed description about product.
• AMD should go for big deals like government projects or ISRO
projects that way company’s name and profit both will get a boost.

26. CONCLUSION:-
• I got the most valuable experience at preparing the report on A M
DESIGN PVT LTD.
• I understand that the success of an organization depends on the quality
of its employees.
• I understand that in any B2B business industry its has an limited number
of customer and marketing person of the company are deal with the its
valuable customer, So company has to maintain good relationship with
the customer to retain it long term interest in business.
• Company is at it’s high growth-low market stage so it required to maintain
good market strategy.
• From the SWOT analysis I got that A M DESIGN PVT LTD. Company has
the good strength in the B2B marketing.