Cooper Bussmann MBA marketing project


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Cooper Bussmann MBA marketing project

  1. 1. NASA space shuttle and Mars Lander AOL/Time Warner Building, New York City World's largest hydroelectric plant located between Brazil and Paraguay
  2. 2. © 2009 Cooper Bussmann India Pvt. Ltd.All rights Reserved. INDUSTRIAL FUSE PRODUCT PROMOTION By SIVAGURU.M MBA (2008-10) DMS-Pondicherry university
  3. 3. INTRODUCTION Topic : INDUSTRIAL FUSE PRODUCT PROMOTION Category: LV, MV, High speed, Electronic, Telecomm fuses. Company : COOPER BUSSMANN INDIA PVT. LTD, Pondicherry Internal Guide : Dr. S VICTOR ANANDKUMAR Associate professor, DMS, Pondicherry University External guide : Mr. N V SHIVASHANKAR General Manager India-sales, Cooper Bussmann India Pvt. Ltd.
  4. 4. INDUSTRY PROFILE <ul><li>  </li></ul><ul><li>The demand for fuses is dependent on electric power generation, </li></ul><ul><li>industrial machinery, electrical and electronic industries, automotive, </li></ul><ul><li>transportation industries </li></ul><ul><li>Demand for industrial fuses until 2005 was $5.4Billion. </li></ul><ul><li>Later it came down as $4.9B after 2005. </li></ul><ul><li>Demand for industrial fuses across the globe is forecasted to grow in </li></ul><ul><li>excess of three percent annually through 2011 to </li></ul><ul><li>more than $ 7.3 billion (IEEE, 2007). </li></ul>
  5. 5. DEMAND BY COUNTRIES <ul><li>US industrial fuse demand will grow 3.7 percent per year through 2011. The players are in these industries including </li></ul><ul><li>  </li></ul><ul><li>The European fuse market was forecasted to grow from around Euro 160 million in 2007 by an average annual rate of 5.4% ( This market continues to compete with circuit breakers. </li></ul><ul><li>A part from that two major market we have the booming market in the china, India, Germany and hungery where industrialization is growing than ever. This market is expected to grow 4.8% . </li></ul>
  6. 6. COMPANY PROFILE Pondicherry plant
  7. 7. Cooper Bussmann - a global company <ul><li>Established in 1980’s </li></ul><ul><li>Head quarters: st. Louis, Missouri US and Burton UK </li></ul><ul><li>A diversified world-wide manufacturer </li></ul><ul><li>International standards BS, IEC, VDE, UL </li></ul>
  8. 8. WORLD WIDE PRESENCE Pondicherry plant Singapore plant California, Texas(US) plant Brazil plant South Korea plant
  9. 9. GLOBAL APPLICATIONS AND PRODUCTS 75000 types for wide range of applications 1. Low voltage fuse links & accessories 2. Medium voltage fuses 3. High speed fuses 4. Electronic fuses 5. Telecommunication fuses
  10. 10. PROJECT DEFINITION <ul><li>Industrial fuse market dominated by cooper Bussmann </li></ul><ul><li>Industrialization and globalization </li></ul><ul><li>Huge industrial presence in the growing economy </li></ul><ul><li>Raising electrical power demand </li></ul><ul><li>Need of protecting high valuable electrical applications </li></ul><ul><li>Lack of demand for industrial fuses </li></ul>
  11. 11. <ul><li>Competitors sensed the market demand </li></ul><ul><li>need of upgrading the products and services to face competition </li></ul><ul><li>Bussmann penetration level is slow in terms of sensing the market requirement </li></ul>Conti…….
  12. 12. So what can be done ……. <ul><li>Cooper Bussmann as an industrial fuse industry market leader they </li></ul><ul><li>have to look externally to </li></ul><ul><li>understand customers requirement </li></ul><ul><li>market trends </li></ul><ul><li>and competitors </li></ul><ul><li>Up grading the product in terms of technology and in terms of service </li></ul><ul><li>Company should be ready to invest in the Research and Development </li></ul><ul><li>activities </li></ul>
  13. 13. RESEARCH METHODOLOGY <ul><li>Type of research: Descriptive </li></ul><ul><li>Method: survey </li></ul><ul><li>Instruments: questionnaire </li></ul><ul><li>Type of data: </li></ul><ul><li>Primary data </li></ul><ul><li>Secondary data </li></ul><ul><li>Company website </li></ul><ul><li>IEEE, IEC(for reference) </li></ul>
  14. 14. SAMPLING Size: 40 responses Sampling units: OEMs, control panel manufacturers, Atomic power plants, Techniques: judgmental analysis, percentage analysis, SPSS. Scaling technique: likert 5-point scale Scale Poor bad accepted good excellent Ratings 1 2 3 4 5
  15. 15. FINDINGS 1. QUALITY Inference: In the analysis conducted, there is no quality improvement in last 5 years.
  16. 16. Inference: In the analysis, we found that customer’s are facing serious labeling problem Cont…….
  17. 17. LOW VOLTAGE Inference: From the research conducted, there is a huge market for 690v NH fuses
  18. 18. High speed Inference: In the research conducted, found that high speed fuses fails to protecting the motors at HP power supply
  19. 19. ELECTRONIC Inference: From the clients point of view, glass body can make them comfortable while using the super caps, inductors etc.
  20. 20. SALES Inference: In the research conducted, there is a shortage of sales force
  21. 21. HYPOTHESIS TEST 1 Power conduction vs. circuit protection Power conduction in PCB and circuit protection are dependant CHI-SQUARE TEST Inference: The value of the chi-square is .026 which is less than .05 and so the hypothesis is accepted and there is a relation exits. If there is proper power conduction the circuit protection will be in a proper manner Value Df Asymp. Sig. (2-sided) Pearson Chi-Square 28.649 a 16 .026 Likelihood Ratio 28.720 16 .026 Linear-by-Linear Association .453 1 .501 N of Valid Cases 40 a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .05.
  22. 22. HYPOTHESIS TESTS 2 CHI-SQUARE TEST Sales engineer visits vs. effective order process No of visits made by sales engineer and quick order processing are dependent. Inference: The value of the chi-square test .018 which is less than .05 so the hypothesis is accepted and the relation is exists. If there is a sales engineer visit is above 2 times in a month then order processing will be more efficient Value df Asymp. Sig. (2-sided) Pearson Chi-Square 30.098 a 16 .018 Likelihood Ratio 28.194 16 .030 Linear-by-Linear Association 13.850 1 .000 N of Valid Cases 40 a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .30.
  23. 23. INTERPRETATION <ul><li>Company has got huge market opportunities although they couldn't satisfy the customers exact requirement </li></ul><ul><li>GE, Siemens, L&T, SIBA, Schneider are big competitors who are trying to compete with the company </li></ul><ul><li>Customers are facing the very big labeling problem </li></ul><ul><li>Order processing is taking lot of timings </li></ul><ul><li>Order delivery is always late so clients couldn't get materials on time </li></ul>
  24. 24. <ul><li>fuses are not suitable for the local applications such as electrical board of various states of India </li></ul><ul><li>There is a huge demand for 690v NH fuses which is newly launched product of Pondicherry plant </li></ul><ul><li>Companies like wind mill manufacturers wanted the Special type of fuses for their special application suitability </li></ul><ul><li>There is no proper web source to get the details regarding fuses and its features </li></ul>Conti…………..
  25. 25. RECOMMENDATIONS <ul><li>Convenience promotion </li></ul><ul><li>Glass body fuses </li></ul><ul><li>Bolt type fuse fittings </li></ul><ul><li>Backup current limiting fuses </li></ul><ul><li>Shock proof fuses for railways and shipping </li></ul><ul><li>Performance promotion </li></ul><ul><li>Suitability for both air and oil applications </li></ul><ul><li>AC and DC suitability </li></ul><ul><li>Solder alloy has to be applied in the fuse element for the purpose of low current melting </li></ul>
  26. 26. RECOMMENDATIONS <ul><li>Pleasure promotion </li></ul><ul><li>Enrichment of customer service team </li></ul><ul><li>Sales force has to be increased </li></ul><ul><li>Lead time has to be decreased while importing the materials from USA </li></ul><ul><li>Standard promotion </li></ul><ul><li>ISI certification </li></ul>
  27. 27. PROJECT IMPLICATIONS ON BUSINESS MODEL Value assessment Research Promotion criteria Implemen tation Existing product Gaps in user value Promoted product
  28. 28. LIMITATIONS Feedback was collected from south east and south west regions of India on which research has been conducted. Examined applications: Wind mill manufacturers Control panel manufacturers OEMs Short span of time(40 days) Sample size was also 40   This study is may not be generalizable to all regions as well as all types of applications
  29. 29. CONCLUSION <ul><li>Project has explored the various opportunities in the market for Cooper Bussmann </li></ul><ul><li>They have to sense the both technological changes </li></ul><ul><li>and economical changes </li></ul><ul><li>Maintenance of unique and improved quality is important </li></ul><ul><li>Project has established relation between existing fuses to upgraded fuses </li></ul><ul><li>Rich investment in the R&D is necessary. </li></ul>
  30. 30. Thanks for your attention………..