Project Report Ashish

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1.1 Aim of the project

This project tries to touches all aspect of international business which affects the

organization on global level. Aim of this project is to find out factors which affects the

organization in global level and which policies the company should adapted to deal with

them successfully. I made this project with help of UNIVERSAL construction equipment

and machinery.

UNIVERSAL is the one of the largest company which produces and sells the

construction equipment all over world. UNIVERSAL Construction Equipment and

Machinery brand has strong presence in South America, Middle East Europe, Africa,

Nigeria, Tanzania, and Saudi Arabia. UNIVERSAL has distribution offices in Qatar,

Oman, and Africa amongst 13 other places with Dubai being UNIVERSAL's own office.

UNIVERSAL is one of the best examples of good management practices. It implements

various theories like Kaizen, Quality Management etc which help him to become

successful organization in global level.

1.2 Definition

Global marketing information System is an integrated network of global

information designed to provide international marketing manager with relevant and

useful global information at right time and place for planning, global decision making

and control. It is the sub part of management information system.

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International Market information system is the system which helps us to identify

the affecting factor at global level and help us to design our strategy as per the

environment. This system adapted by every organization to become successful

organization at global market.

International business is a term used to collectively describe all commercial

transactions (private and governmental, sales, investments ,logistics, and transportation)

that take place between two or more nations. Usually, private companies undertake

such transactions for profit; governments undertake them for profit and

for political reasons. It refers to all those business activities which involves cross border

transactions of goods, services, resources between two or more nations. Transaction of

economic resources include capital, skills, people etc. for international production of

physical goods and services such as finance, banking, insurance, construction etc.

International business is surrounded by various factors i.e technology,

government, Institutions, Consumers, Competition, Political, Laws and Regulation, Cross

National Cooperation and agreements. These factors make the business global.

1.3 Purpose of the Project

So we need the information system which helps us to identify opportunities and threat

at global level and make the organization able to capture them effectively. This project

analyzes the International Market Information System of UNIVERSAL, which is

effectively used by UNIVERSAL to spread his business from domestic level to global

level. Following figure 1.1 shows the factor which affects the organization at global level.

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Fig. 1.1 International Business and affecting factor

Fig 1.1 shows what factors affect the organization and which contribute to deciding

policies of organization , while fig 1.2 shows how organization move from domestic

market to international market and what’s are the main stages of organization. What’s the

goal of organization? What are the problems organizations facing at global level? What

are the advantages of International Business?

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International

Business

Technology

Government

Institution

Consumer

Competition

Political

Consumer

Consumer



1.2 International Business Model

4

Stages Influence

• Domestic Social and Cultural

• International Technological

• Multinational Economic

• Global Political

• Transnational

Domestic

Business

International

Business

Approaches Influence

• Ethnocentric Export

• Polycentric Direct Investment

• Regiocentric Licensing

• Geocentric Franchising

Turnkey Projects

Goals

• Market Share

• High Profit

• Risk Avoidance

• Resources

Acquisition

• Expand Business

Capacities

Advantages

• Low prices

•

Variety of goods

• High Living

Standards

• Economic

Growth

• Competitive

Advantages



1.4 Scope of the project

This project help the organization those who want to enter into global market. The

organization which is operating in domestic market definitely faces the different business

environment at global level. This project try to give some outline about changing aspect

of global business and some strategies organization should adapted to overcome them

successfully.

1.5 Salient Contribution of Project

The information used in this project is collected from customer as well as

distribution offices of UNIVERSAL. So this project describes various hidden views of

business. Following are some contribution of the project.

1. Overview of International Marketing information system adapted by UNIVERSAL

2. Identify the factors which affect the organization at global level and How to adjust

With them.

3. Customer feedback about product and what changes they need it.

4. New technology that company should adapted to capture the new market.

5. Competitors of UNIVERSAL and Competitive advantages

6. Rules and Regulation of other countries and effect of that on organization policy.

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7. Market position of UNIVERSAL at global level and some suggestion to improve it.

Company Name : - UNIVERSAL CONSTRUCTION EQUIPMENT AND

MACHINERY

Established : - 1974

Corporate Office : - PUNE.

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2.1 Introduction to company

UNIVERSAL construction equipment and machinery is one of the legends in

construction equipment world. UNIVERSAL construction equipment and machinery

mainly produce the ISO Certified high quality construction equipment. UNIVERSAL is

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largest company of producing and selling his equipment not in India but also in other

countries. “WE SMPLIFY CONSTRUCTION!” Is our tag line. In just 3 decade, our

companies achieved great heights. We got various awards and appreciation about our

work from domestic and international customer. This company is located in Pune and

has the branches in Bangalore, Mumbai, Delhi, Chennai, Hydrabad, Nagpur, and Jaipur.

2.2 Mission of company

UNIVERSAL's quest is to reach the pinnacle in technology based construction

solutions that is powered by an even greater desire to be socially responsible, to conduct

business in superior service values and to provide consistent innovations for a better life.

• Growth through innovation.

• We build successful long term relationships with our customers by offering

integrated solutions and services and exceed their expectation.

• We are responsive to customer concerns and maximize local support with

synergistic inputs from principals.

• We respect every employee and as a team strive for excellence in our work.

• It is our endeavor to grow continuously and offer better services to our customers

by generating.

• Adequate surpluses.

2.3 Vision

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Our vision is to provide innovative world - class construction equipments backed

by technically competent serving capabilities, with the prime motive of satisfying each

and every customer of ours beyond the expected levels of business excellence. To the

largest selling construction manufacturing company beyond boundaries by adhering to

the world class standards through strong R&D efforts, sophisticated Manufacturing

equipment, strong alters sales support and vast global reach.

2.4 Policy

To accomplish the mission UNIVERSAL followed the following policies

• Doing things right the first time itself by planning, scheduling and assigning the

work to proper man and machine, thus reducing wastage.

• Developing innovative ideas in process and products by understanding customer

requirement and problems

• Implementing quality control on products at each stage of manufacturing

processes till dispatch of product.

• Nurturing research and development. It being backbone of our industry caters to

innovative products as per market requirements of construction industry for best

quality and speed of construction activity.

• Providing technically sound products at competitive prices, by enhancing

productivity and controlled use of resources.

• Ensuring employee development and their safety through skill enhancement.

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• Adherence to delivery commitments and timeliness in every activity.

• Catering prompt service to our valuable customers.

2.5 History of company

Everyone has a dream but only few have the passion to transform the dream into a

vision which has the power to touch the depth of reality.

Mr. Rohidas Moray, fondly referred as Dadasaheb, streamed ahead in the lane of

Construction

Equipment manufacturing with his Visions. He started a company with intellectual

potential over three decades ago in the year 1974. This company was called

UNIVERSAL.

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UNIVERSAL started with a humble beginning by providing its own produce like oil

lubrication pumps and gear boxes to major industrial giants.

UNIVERSAL has achieved great heights with its expertise and detailed execution in

the past years. It has been blessed by exponential opportunities to test its metal in the

course of time. In the mid-80s, UNIVERSAL was given a chance to display its

expertise by working on a project for DRDO (Defense Research & Development

Organization).

UNIVERSAL put in all its efforts to come up with a Nitric acid pump to be

used in the country’s combat weapon - the Prithvi missile. The topping on the cake

was when Dr. APJ Abdul Kalam - Ex President of India personally tested the pump at

Hyderabad and approved of its use in missiles - as an import substitute.

In the year 1982, Dadasaheb stumbled across an opportunity which was a turning point

in the UNIVERSAL history. A friend of Dadasaheb requested him to develop a

Concrete block-making machine. The manufacturing success of this equipment

catapulted Dadasaheb into the Construction Equipment manufacturing frame.

With a workforce of 30 to 40 workers UNIVERSAL started the manufacturing of

its small Concrete Mixers at its Warje workshop , which was set up in the year 1991.

In the same year UNIVERSAL achieved yet another striking goal by exporting its

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first ever produce to Sri Lanka. The Warje workshop was bursting with energy

and production of Construction Equipment was on high spirits.

UNIVERSAL supplies 50% of its produce to illustrious companies. UNIVERSAL

never missed to participate in events which gave them opportunities to showcase

their talents & competencies. UNIVERSAL participated in an exhibition - Constro'91

which resulted in great success.

Mr. Ranjeet Moray, the elder son of Dadasaheb joined the UNIVERSAL band wagon

in year 1994, and introduced the First Five year plan. Like father, he too set

ambitious goals to benefit company upraise, such as:

1. Expansion of the sales and services network.

2. Broadening of base construction equipment.

3. Standard of construction equipment.

Mr. Abhijeet Moray , the younger son, joined Dadasaheb with his professional

training in Management and Cost Accounts in 1997. He also brought along with him

his ability to be a cheerful management leader, which later helped him to deftly handle

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labour and logistics.

In the coming years UNIVERSAL, headed by Dadasaheb and his sons took this

company to greater heights. In 1996, the Warje workshop was shifted to a new and big

facility at Shirval. With this new beginning UNIVERSAL also opened up 15

branch offices all across Maharashtra.

The next year , saw the incoming of new construction products such as Reversible

Drum Mixers which were indigenously designed , and also mobile batching plants.

UNIVERSAL turned into an ISO certified company and launched its own website

displaying its wide range of power house products in the same year.

High and lows are a part and parcel of life. 1997 witnessed a recession in Real Estate

market. UNIVERSAL took this downfall into its stride and transformed it into a

success story. The focus was effectively changed towards manufacturing special

equipment for construction of dams, irrigation projects. The designs were delivered

with personal Involvement on-site.

The year 2001-2005 is considered to be the Golden Era in the history of UNIVERSAL

This was the Second Five year plan of UNIVERSAL.

Introduction of new products like Batching plants, Reversible Drum Mixers,

Passenger-cum-Material Lifts and Works Platform.

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In 2004, UNIVERSAL participated in Bauma - the largest and prestigious

exhibition in the world for Construction Equipment in Munich, Germany.

This exhibition gave UNIVERSAL a hands-on chance to tap into the Export scenario

by getting overseas orders for products through merchant exporters.

To support this high flying thought, UNIVERSAL laid the foundation stone for the

Shiware Plant which was slated to be a state-of-the-art manufacturing plant.

The Third Five Year plan began in 2006 and was set with high goals to be achieved.

• Set Global Service Network in Middle East and Africa

• Expansion of manufacturing base for more Production

• Introduction of heavy range of Construction Equipment

• To set assembly units in North, East, South and Central India

• To establish a 100% EOU (Export Oriented Unit)

The year 2006, brought in lot of joyous moments for UNIVERSAL and is continuing

till date.

• The Shivare factory was opened.

• Shindewadi factory as acquired and production commenced.

• 4 Strategic Business Units were formed.

• Assembly units were set up in Jaipur, Kolkatta, Bangalore, Ahmedabad and Nasik.

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• Distribution offices in Qatar, Oman, Africa amongst 13 other places with Dubai

being UNIVERSAL's own office.

• UNIVERSAL participated in the Bauma for the second time and received an

overwhelming response from all over the world.

• Received the status of MEGA Project & signed an agreement with the Government

of Maharashtra.

• Organizational development initiatives undertaken such as implementation of

Kaizen, Quality Circle.

• ISO 14000, ISO18000.

• Inducted external professional directors on the board.

• Introduction of Brand Ambassador- Ms. Sagarika Ghatge of "Chak de India" fame.

• Setup service vans all over India.

• UNIVERSAL has started a unique training facility "UNIVERSAL Construction

Machinery Training Centre (UCMTC)" for construction equipment operators at its

Shiware plant.

2.6 Awards

1. Bharat Vikas Award

2. Vastu 96

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3. Buildmat 95

4. Mega Expo 96

5. Constro 97, Constro 2000.

6. WQC International Star awards in the Gold category by B.I.D.in Europe

2.7 Structure of organization

UNIVERSAL construction and equipment has following organization structure.

Chairman ( Mr. Rohidas Moray)

Managing Director (Mr.Ranjeet Moray )

Director (Mr. Abhijeet Moray, Mrs. Ranjana Moray)

Independent Director (Smt. Vijayatai Patil, Mr. J. L. Dashmukh , Mr. Ashok K. Gupte)

Executive Director (Mr. K. K. Taparia)

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Chief Executive

(Foreign Subsidiary)



2.8 Infrastructure of Company

BUSINESS DIVISION

UNIVERSAL has structured its business division in healthy ways, so as to ensure

adequate focus on national as well as international business. Our recent distinctions in

winning overseas awards have more than justified the Special Import Export Division,

catering to interests of the international trading community. Our national business is

equally streamlined and functionally aligned to stay flexible to market needs,

proactively sense business potential and always remain two steps ahead of our

competition, in serving customer segments. Qualified and experienced team of experts

& in house division of sales, marketing & after sales completes the powerful form of

our organization.

SPECIALISATION

PRODUCT TECHNOLOGY & EXPERTISE

UNIVERSAL believes in using technology and technique to their optimum and

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Manager

production

Manager

R&D

Manager Human

Resources

Manager

Marketing

Manager

Finance



harness their potential by investing in high yielding infrastructure, vitalizing Research

and Developments faculties and well designed assembly shop floor and go downs to

house such sophisticated machineries. Not only because best quality inputs guarantee

best quality outputs in the form of world class products and components, but also

because such encouraging working facilities and safety systems motivate people to

bring our their fullest. People, who are an organization’s strongest and most valuable

resource, thus contribute their best for the best.

RESEARCH, DEVELOPMENT & DESIGN

UNIVERSAL considerers R & D as its backbone and has to its credits indigenously

developed products to suit all site requirements. Rigorous efforts are made to upgrade

the present products and to develop new products and concepts, which will eventually

improve construction standards and ease business process.

FACTORY SETUP

Situated 50 Km from Pune on the Mumbai – Bangalore National Highway,

UNIVERSAL is equipped with modern and sophisticated factory setup to produce

world-class high quality construction equipments. UNIVERSAL has in house

manufacturing facilities such as modern machines shop, sheet metal shop, fabrication

shops, assembly line, pain shops etc. All the machines manufactured are thoroughly

checked by Quality Assurance Department and backed by strong after-sales service

department. The sophisticated factory has also won award for the best factory.

UNIVERSAL’s strength lies in its experienced and highly qualified team of engineers

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and staff, devotes and skilled workers.

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Board Room Meetings Training Session

Reasearch & Development UCM Plant

Machine Shop Paint Booth

Fig 2.1 Infrastructure of UNIVERSAL

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2.9 Future Plan

20 Engineers holding the reigns of a structured R&D prepares to launch one product to

be launched each month over the next 12 months. Every step would be computer based

bringing about a change in strategy. A special engineering team will provide solutions

instead of just product sale. By taking opportunistic advantage of the recession,

UNIVERSAL has decided to launch Tower-Hoist, Lifts and Works platform of up to

100 mtrs height which in other terms will help in cost savings. UNIVERSAL is

battling very well in the international arena too. It has beaten markets of many

international brands such as SILA, Italy, thanks to UNIVERSAL's precision in quality

and costing.

UNIVERSAL is also looking at newer ways to tap the rural market in future. Despite the

recessionary trend the company had conducted effective cost cutting measures and seen a

growth of 30% this year. Also kaizen system was implemented in all the three

manufacturing units of UNIVERSAL.

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3.1 Objective

The main objective of the project is to study the International Business Environment And

analyze the factors which affect the Business at global level and also analyze the

International marketing Information System which is adapted by UNIVERSAL to cop up

with related factor.

Small overlook of UNIVERSAL International Marketing Information System.

To have in-depth study of the various global environment factors and strategy

Adapted by UNIVERSAL to overcome the threats.

To know the Domestic and International Customers feedback about our product.

Competitive strategy made by UNIVERSAL to make his market position strong.

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4.1 Project Methodology

In everyday Business has to face many problems viz. social, economical, financial,

political problems. These problems i call for acceptable and effective solutions and for

this purpose, research is required and a methodology applied for the solutions can be

found out

Research was carried out at “UNIVERSAL Construction Equipment” to find out the

detail about “International Marketing Information System”.

4.2 Data Sources

• Primary data : Costumer Feedback, Questionnaires, Interviews of

Staff working at Various Countries Distribution Center.

• Secondary data : Company profile, Foreign Countries Law book,

Existing files, records, Websites, books provided

Required information.

• Discussion with officials of respective department.

•

Collection of data related to the form & also analysis it with the requirement.

• Submission of registration form to the Customer.

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4.3 SWOT ANALYSIS FOR CONSTRUCTION EQUIPMENT

Assessment of strength & weakness, opportunity & threats in relation to the internal and

external environmental factors.

Strength:

Tie up with rebound organization.

Providing Reliable Information to International Marketing Information System.

Wide spread contacts

Giving faithful services to the Customer.

Weakness:

Large amount of Information available from various Distribution Centre.

Most of information collected from Various Countries Distribution centre is

varies according to various factors like political, technology.

Opportunity:

Large number construction companies needed sophisticated and good quality of

construction equipment.

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Threats:

Existences of large no of competitor in international and domestic market.

It was know how this International Market Information System works as a solution

provider for tackle the business problem at global level.

4.4 Scope of the study:

To study different business affecting factors and UNIVERSAL International Marketing

Information System. The main aim of study is to give benefit of international market

opportunity to the emerging international business.

4.5 Working Area:

UNIVERSAL Construction Equipment and Machinery.

4.6 Sample size

Distribution Center : - 28

Domestic center : - 10

Foreign Distribution Center : - 18

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4.7 Sampling technique

Cluster Technique

In this technique first select the particular area and afterward I selected the response of

particular area i.e. its multistage sampling.

TOOL OF DATA Collection

Observation: - Observing the affecting factor of various countries i.e. political,

economical, culture

Questionnaires: - questionnaires collected from various distribution centers.

Feedback of customer about our product.

Survey in international market.

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4.8 Limitations of the project

Every study has its own limitations so does our study. The limitations faced are as

follows:

1. We could get to know about only those countries information which

Permit us to access the data.

2. Lack of co-operation of some department and companies.

3. The study was limited to the extent of the time spent in the organization.

4. We could not get in contact with the rural countries.

5. Unavailability of information at required times let goes off the

Opportunity.

6.Unreliability of available information due to fluctuation condition of

International market.

7. Lack of information about new or emerging competitor.

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5.1 Introduction

International marketing information system (IMIS) is an integrated and

comprehensive network of information relating to all areas of international business

having a direct and indirect bearing on marketing. The purpose of this system is to

provide relevant and accurate information at the right time and place for decision making

and implementation to all managers concerned. International marketing information

system (IMIS) helps managers to scan the relevant environment, identify opportunity and

potential threats and formulate international marketing strategies and also other

strategies. IMIS is an important sub-system of the broader management information

system.

Automated system: - Collection of data and information, processing and filling them

have became easy and accurate with the computerization and networking of offices.

However, there are certain offices both in advanced countries as well as developing

countries that still depend on manual processing of data and information. Marketing

information system need not be computerized or automated. However, it is easy and also

relatively less costly to computerize the marketing information system. In addition, the

computerized and automated information system processes and provides the information

and results accurately at less time.

System Design: - System design is an important aspect of the international marketing

information system. Various information requirements are gathered, and converted into

one or more plan in the process of the system design. These plans clearly specify

procedure and programs in colleting, recording, tabulating and analyzing international

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marketing data and information. Various alternative plans are prepared, compared against

each other and the best plan will be selected and implemented. Finally, the selected

system needs to be installed. The marketing manager should make sure that are installed

system functions and procedures results are planned.

The next step is to provide training to the system operators and system users. The

system should be put under test for some time and during that time the comments of the

system operator and user should be evaluated and necessary changes may be brought in

the system design accordingly in order to ensure smooth operation of the system in the

long run.

The system should be continuously monitored and evaluated even in the long run

and necessary modification may be implemented continuously in order to enrich and

update the system to serve the users more efficiently.

Most of organization following procedure is adapted to design the International

Marketing Information System (IMIS).

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30

Gathered the information

requirements

Converted into one or more

plane (It contain procedure

and programs for collecting,

recording, tabulating and

analyzing)

Compare plans

Select best one andimplement

Installed the system

Evaluate System for best

performance

Fig 5.1 Implementation of IMIS



5.2 Characteristics of Sound International Marketing Information

System:-

The international Marketing Information System should possess the following

characteristics, to be effective and efficient.

• According to Sweeney and Boswell, the system should be user oriented,

expandable, comprehensive, flexible, integrated, effective, cost effective, reliable,

timely and controllable.

• IMIS should be systematic and self perpetuating.

• IMIS should be continuously audited, evaluated, and updated.

• IMIS should be allowed to receive information from global marketing

environment and update the system.

• The system should time independent, as it should provide the services around the

clock.

• The system should also incorporate other characteristics like standardization,

uniformity, flexibility and integration.

• The system should be location independent as it should collect and incorporate

information from all countries and markets and also allow the usage by all

markets in all countries.

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• The system should incorporate cultural knowledge and linguistic capability from

all strategic points of markets.

• Laws vary from countries to countries and in some countries from province to

province. However, certain kinds of information should be standardization in

order to ensure uniformity.

• The system should allow certain degree of flexibility.

• The system should integrate the data as it serves the diversified markets in several

countries with time, cultural, political and language variations.

5.3 Elements of International Marketing Information System

A fair IMIS balances the information from following view points

• What information international marketer will like to have ,VS what information

he really need to have ,VS What information is feasible to collect ,process and use

.Hence it is interested to check various elements of IMIS.

(A) Information Subject List:

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It is the basic element of IMIS. Each marketer’s subject list should be developed

and tailored to the specific needs and objectives of the company and it is hardly

possible to standardize it. The task given below would be starting point in

preparation of any subject list for any particular exporter.

Category Coverage

(1) Market Information

• Market potential

• Consumer Behavior

• Channel of distribution

marketing channels

Potential demand for customers

Attitude ,behavior and needs of

customer for existing and future

products availability and preference of

the

(2) Competitive Information

• Competitive Market Strategy and

plans

• Competitive Operations

Goals ,Objectives and rational of the

exporter

Detailed information on competitive

operation with production and

shipment

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(3)Foreign Exchange

• Balance of payment

•

Estimation of international

comparativeness

• Attractiveness of country

currency and assets to global

investors

• Govt. Polices regarding country

competitiveness

• Country monetary and fiscal

polices

• Spot and forward market activity

RBI reports

Expert judgment

Currency demand through IMF report

Market report

(4) perspective information

•Foreign Taxes

• Foreign Laws and prescriptions

Information concerning to decision ,

intension and attitude of foreign

authorities

Information concerning to local ,

regional or international authority ,

guideline etc

(5) Resource Information

• Human Resources

Availability of individual ,groups,

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• Money Resources

• Raw Material

employment ,candidate etc

Availability of term loan money ,

working capital money and cost of the

funds

(6) General Conditions

• Economic Factor

• Social Factor

• Political Factor

• Management and administration

practices

• Other information

Macroeconomics information dealing

with factors such as economic

structure and economic geography.

Social structure of society ,customs

attitude and preferences .

Table 5.1 Information subject List

The six category mention in above table satisfies two criteria.

1) It is exhaustive.

2) The category is mutually exclusive.

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Any type of information compiled by the framework can be accurately placed in

only one category.

Components of IMIS

36

Determining

information

need

Identifying

information

sources

Identifying

information

sources

Identifying

information

sources

Identif

inform

source



Fig5.2 Components of IMIS

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Modification

System Review



(B) Scanning modes: Surveillance and Search

After subject list is determined, the next task in framing the information system

in collection of information. The process of gathering information is called as

scanning. The two important modes in scanning are surveillance and search

During surveillance, the scanner is oriented toward collecting relevant

information which is contained in message and reports. The scanner seeks the

information formally or through structured study research. The two orientations

and their component are as bellow.

Modes Coverage

Surveillance Orientation

(a) Viewing

(b) Monitoring

General exposure to external

information where the viewer do not

have specific purpose other than

exploring information

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Focused attention to a clearly identified

area or type of external information

Search Orientation

(a) Investigation

(b) Research

Limited and informally seeking specific

information

Formally organized study to collect

specific information on specific

purpose

Table 5.2:- Scanning mode

The international must scan the universe for collecting information about market

opportunities and threats. Thus the important modes of scanning are surveillance,

by keeping in touch with the area of information and search by actively seeking

out information.

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5.4 IMIS – Sub-System:

IMIS consists of a number of sub-systems. Important among them include internal

reporting , marketing research and marketing Intelligence.

Fig 5.3 Branches of IMIS

Internal Reporting Sub-System:

This sub-system incorporates the internal data and information on daily basis

regarding sales , consumer feedback , sales orders ,shipment ,inventory levels

,promotional programs and their efficiencies and cost ,price ,discounts ,inventory

levels ,debtors and the like .This information is important ,as different department located

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IMIS Sub-

System

Internal

Reporting

Marketing

Research

Marketing

Intelligence



in various countries need it on a continuous basis. The system can incorporate automatic

updating of these data.

Marketing Research:-

Marketing research sub-system is vital for various and specific marketing

activities. Marketing research sub-system incorporates various marketing research studies

conducted by the company in particular and other companies and research organization in

general.

Marketing Intelligence Sub-System:

This is an active and dynamic subsystem. This sub-system incorporates data and

information regarding daily happening .this sub-system collects the data from news

papers , magazines , internet ,salespersons ,suppliers , marketing intermediaries ,

government agencies , research organizations and the like . This subsystem incorporation

data relating to all aspects of international marketing environment, which affect the

marketing activities in various countries directly and indirectly.

5.5 Implementation of IMIS

The system should be implemented very carefully as the implementation process should

be in conformity with the local laws of the country concerned . Data users in some

countries need to be registered with the appropriate body . Similarly , personal privacy

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laws are strictly implemented in some countries. Therefore , the system should be

carefully in collecting personal data.

5.6 Value Addition:-

IMIS should not be mere a system of data collection ,storage and providing data.

The system should process the data and information and prepare the analytical reports.

The analytical reports should incorporate the results of earlier studies, theoretical

concepts ,experiment and the like .the report should also provide results of the analysis

,recommendation ,suggestion and conclusion based on the data and analysis.

5.7 Marketing Research:-

According to the American marketing association marketing research involves the

“systematic gathering , recording and analyzing of data about problems relating to the

marketing goods and services. “ this definition fails to deal with planning or designing of

research problems. Kotler.al, Define marketing research as,”the systematic design,

collection, analysis and reporting of data and finding relevant to a specific marketing

situation facing the company.”

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5.8 Scope of marketing research:-

Scope of marketing research studies at international level includes market measurement

studies, competitive studies of international environment. Market measurement studies

identify the current market size and potential size various international markets and the

firms share over a given period of time. Competitive studies identify the impact of

competitors marketing strategies and practices on the firm’s present sales and potential

sales in various foreign markets. International environment studies indentify the impact

of various environment factors on the firm’s current and future marketing activities in

various countries.

The scope of marketing research at tactical level includes impact of marketing polices

and strategies on product issue, price issue, promotional issues and channel issues.

Process of market research: - steps in market research include:

• Definition of research problem

• Research design and sampling

• Method of data collection

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• Measurement and data analysis

• Presentation of report

5.9 Benefits of International Marketing Information system

• It helps the manager to identify the global opportunities.

• Make the marketer aware of global market problem and then it also facilitates the

marketer to develop international marketing plan.

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5.10 Summary

International marketing information system (IMIS) is heart of organization, which keep

organization in touch with global market. It helps the organization to adapt the

changeable market condition. IMIS is identifying the threat and opportunity for the

organization and make it able to capture the emerging opportunity and resist threats.

IMIS collect the information from various sources, process it, analyze it make it able the

organization to take the decision at proper time and maintain the sustainable position in

market.

International Marketing information system is an integrated system is an integrated

network of global information designed to provide global marketing managers with

relevant and useful global information at right time and place for global decision making.

The two basic elements of IMIS are Information subject list and scanning modes.

International marketing research involves collecting the data from global sources

and analyzing the data on the problem relating the international marketing of goods and

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services. The main dictator in international information need is the, ‘market entry

position’. For example information needed would be altogether different if company

wants to enter global market VS the company has already entered in global market.

5.11 International Market information system in UNIVERSAL

Construction Equipment and Machineries

International marketing policy

In today’s rapidly changing business environment a well defined marketing policy is

necessary for organizations to respond to its changing factors in time.

Therefore, it is important to have a clear and concise marketing policy in place, which

can be executed effectively to spread business at the right place quickly. Creating a

marketing policy is the steps in the efficient business process. A clear and concise

marketing policy helps.

It specifies the objective of organization and provides a framework for implementation of

International Market Information System (IMIS). It may involve organizational system to

be developed for the process of attracting customer on a timely basis in sufficient

46



numbers, and with appropriate demand, and encouraging them to buy our product rather

than competitor.

In the UNIVERSAL

UNIVERSAL adapted International Market Information System (IMIS) very effectively.

UNIVERSAL used this system to cops up with all problems which organization is facing

in international market. IMIS System helps the UNIVERSAL to take the proper decision

with help of some facts. IMIS helps the UNIVERSAL to gain the competitive advantages

by promoting his new innovative product at right time and at right place.

IMIS collect the information from various countries and then analyze it and help to

develop and design the centralize system. It also helps the UNIVERSAL to adapt the

changing technology and produce the innovative product. It also help the Research and

development department of UNIVERSAL to keep track on emerging need of customer as

well as technology.

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Analysis and interpretation of data

This analysis based upon the case study. In 5 Feb 2005 UNIVERSAL launches

the 10 innovative products. During this launching it effectively utilizes International

Market Information System, because of this only UNIVERSAL had good response from

international market. IMIS also help UNIVERSAL to create strong market position and

gain competitive advantages .in this way UNIVERSAL gave tough fight to china product

in international market.

Following are some detail about case,

UNIVERSAL launches ten new innovative products

To fight recession in Construction Industry

Pune 5 Feb: Pune based UNIVERSAL Construction Machinery and Equipment Ltd.

has launched ten new innovative products. These include 10/7 concrete mixer with

hopper, 10/7 concrete mixer without hopper, RM 300, PAN Mixer Tractor type,

Multipurpose Lift, Twin Skip Tower Hoist, Mini Lift Self Supported(200 Kg), Twin

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Cage Passenger Cum Material Lift for 1 ton and 2 Ton and Chimney Lift for 300

meters height.

These products are technically superior and affordable. The products have multipurpose

utility with lesser cost which will prove a boon in the recession times for the

construction industry. Reduced weight, lower cost of operation, lower cost on logistics,

compact size are some of the major features of these products which will help in

reducing cost of construction. These products will also directly compete with Chinese

products in India as well as in international markets.

Amongst those present were Cyrus Pithawala Director Hirnandani Group, J.S Jadhav,

Chief Executive Officer, B.J. Shirke Constriction Technologies, Builders Association

of India Pune Chapter's Chairman Nilkanth Joshi, and CS Parhar - MES BAI Chairman

Agriculture Expert Dr Sudhir Bhongle. Executive Director UCMEL - KK Taparia and

Ashok Gupte and Vijayatai Patil , independent directors, UNIVERSAL

Speaking on this occasion Ranjeet Moray, MD UNIVERSAL Construction Machinery

and Equipment ltd said "The Construction Industry is in recession and the launch of

these ten products come at the right time. The market demand was for lowering cost of

construction activity as the savings will add on to their earnings. These are

multipurpose products with affordable pricing .We have a rural marketing strategy in

place to market these products. We will be appointing 100 dealers at District level in

the North and 15 in the North East by March end. We are also promoting the sale of

equipment to people who sell non - branded products. We will train them and equip

them will all the necessary skill sets. We will be organizing seminars at Taluka Levels

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to educate these operators about the products"

On the export part he said "We already have a strong presence in South America,

Middle East, Europe and Africa, but we have identified newer countries like Nigeria,

Tanzania and Saudi Arabia where these products have a lot of potential. Also we have

worked on the logistics part to bring down the cost of shipment due to the compact size.

We are expecting a growth of 25% for exports and 20% on domestic front due to the

launch of these innovative products".

UNIVERSAL is also looking at newer ways to tap the rural market in future. Despite

the recessionary trend the company had conducted effective cost cutting measures and

seen a growth of 30% this year. Also kaizen system was implemented in all the three

manufacturing units of UNIVERSAL

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Analysis

Let do this analysis on the basis of market 4ps.

Following strategy

51

UNIVERSAL

Launched 10 new

INNOVATIVE

PRODUCT

PRODUCT

Technically

superior

Multipurpose

Utility

Reduced

Weight

Compact size

Price

Affordable

price

Lower

Cost

Reduced

transportati

on cost

Compact

size

Lower cost

of

operation

Lower cost

of logistics

Promotion

Launched

the product

with help of

TATAInternational

Ltd.

Distribution

Channel

Place

UNIVERSA

L mostly

launch their

product in

rural area

Tap newer

countries like

Nigeria,

Tanzania and

Saudi Arabia

where

products have

a lot of

potential



With the help of IMIS UNIVERSAL expectation about the growth of 25% for export and

20% domestic market is accomplished.

Export Growth in recent year

1st

QTR [ 2005 ] 5%

2nd QTR [ 2006 ] 7%

3rd QTR [ 2007 ] 10%

4th QTR [ 2008] 25%

Chart 6.1 Growth in export

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Fi 6.1 Strate of UNIVERSAL



International Market Information System [IMIS] makes the possible increase growth in

export. Now UNIVERSAL expecting the growth of 30% in next year and we sure that

UNIVERSAL definitely achieve this target with help of IMIS.

This strategy is not only helpful for UNIVERSAL Organization but also for Customer.

IMIS identified the need of customer. This strategies result into satisfied customer.

Following are the some statistical analysis of both domestic and international market

based on questionnaires collected from various distribution centers.

Q1. What purpose you are using our machineries?

Domestic International

Building 70% 60%

Irrigation 5% 40%

Road 30% 40%

Industries 50% 80%

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Interpretation: - Above chart give the complete overview of use of machineries in

different sector ranging from building to irrigation in domestic and international market.

From above chart we come to know that 80% international customer use the machineries

for industries purpose while 70% domestic customer uses the machineries for building

purpose.

Q2.How much your annual turnover?

This question helps us to find out the capability of customer i.e. financial position of thecustomer.


More than 10

million

5% 50%

10 m > Turnover

>1m

45% 20%

<1m 50% 30%

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Interpretation :- International customers having stronger financial position than Domestic

customer. 50% of international customer having more than 10m Annual turnover while

50% of domestic customer having less than 1m annual turnover

Q3. Are you using UNIVERSAL machinaries and equipment?


Yes 55% 40%

No 45% 60%

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Interpretation :- From above chart we conclued that UNIVERSAL occupy 55% domestic

while 40% of international Market.

Q4. What is your feedback about our product?


Very good 40% 45%

Good 30% 20%

Satisfactory 25% 25%

Poor 5% 10%

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Interpretation :- From above chart we conclued that Internationa customers are more

satisfied with our product than domestic cutomer.

Q5. What is your feed back about after sales services ?


Very good 60% 65%

Good 10% 15%

Satisfactory 25% 10%

Poor 5% 10%

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Interpretation :- Above chart conclued that UNIVERSAL is successful todeliver the after

sale services.

Q6. Are you interested to procure our machinaries in next half year?


Yes 70% 60%

No 30% 40%

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Interprtation :- From above chart we conclued that 70% of Domestic and 60%

International Customer are intersted to buy our product.

Findings

• UNIVERSAL use the IMIS System to identify the need of customer. With the

consideration of this need UNIVERSAL design the New Innovative product for

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International Market that’s why 40% domestic customer and 45% international

customer fully satisfied with our products.

• UNIVERSAL use IMIS to find out the potential market for this innovative

product. Through IMIS system we come to know 5% domestic and 50%

international customers are potential customer.

• UNIVERSAL take the help of IMIS to decide the best time for launching of this

product. In 2005 IMIS suggest to launch the product in recession as result this

product successful in domestic and international market.

• UNVERSAL use IMIS to decide the new market for their products .In 2005

IMIS suggest to launch the product in rural market which help them to enter into

new market.

• Overall UNIVERSAL designs the new strategies with the coordination of IMIS.

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Due to this coordination only UNIVERSAL expanding his export. From last three

year export growth increase up to 30%.

• UNIVERSAL take the help of IMIS to find out opportunity and threats.

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Recommendation

Before filling the data in International Market Information System check for its

reliability.

Remove the ambiguous data.

Report should be clear and precise.

Information should reflect the changing condition of market and other factor.

Don’t disclose the confidential data.

Follow the all regulation and rule of government.

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CONCLUSION

o International Marketing Information System provides a proper business

environment and direct to the manager to develop them proper market strategy.

o UNIVERSAL gives the support and extend source of construction equipment to

the construction organization.

o UNIVERSAL believes in the growth of the customer as well as company.

o It effectively works for maximizing the contribution of the simplifying the

construction work by its new innovative product.

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Bibliography

• International business text book by P Subba Rao

• International Marketing Management by M.V.Kulkarni

• http://www.Wikipedia.com/internationalBuisness

• http://www.wikipedi.com/internationalmarket

• http://www.google.com

• UNIVERSAL website and Catalog

• http://www.uceindia.com

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http://www.wikipedia.com/internationalBuisness

http://www.wikipedi.com/internationalmarket

http://www.google.com/

http://www.wikipedia.com/internationalBuisness

http://www.wikipedi.com/internationalmarket

http://www.google.com/



Annexure

Questionnaire for gathering information from daily customer

Section 1 : Customer ‘s details

Name of the customer –

Name of the firm-

Address-

Contact NO-

Email Id-

Section 2 :Customer’s Profile

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Projects dealing in

Building Irrigation

Road Industrial

Ongoing Project

……………………………………………………………………………………………

……………………………………………………………………………………………

……………………………………………………………………………………………

……………………………………………………………………………………………

…………………………………………………………………………

Upcoming Project with Tentative date of starting

……………………………………………………………………………………………

……………………………………………………………………………………………

……………………………………………………………………………………………

……………………………………………………………………………………………

…………………………………………………………………………

Annual Turnover

……………………………………………………………………………………………

………………………………………………………

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Section 3:Product /Company feedback

Are you dealing with any kind of construction Machines :- Yes / No

If yes, specify

Product Capacity Brand Purchase price

Are you using any kind of SEE-SAW , MULTI GO ,MINI LIFT :- YES/ NO

If yes , specify


Are you aware of UNIVERSAL Construction Machinery & Equipment Ltd: YES / NO

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IF yes , Specify

……………………………………………………………………………………………

……………………………………………………………………………………………

……………………………………………………………………………………………

……………………………………………………………………………………………

…………………………………………………………………………

Your feedback about this products:-

……………………………………………………………………………………………

…………………………………………………………………………………………………………………………………………………………………………………………

………………….

Your feedback about UNIVERSAL’s after sales services :-

……………………………………………………………………………………………

……………………………………………………………………………………………

………………………………………………………………………………………………………………

Are you planning to procure any of the similar products in next 3 months – YES / NO

If yes , specify


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Remark :-

………………………………………………………………………………………………………

………………………………………………………………………………………………………

………………………………………………………………………………………………………

……………………………………………………………………………………………………………………………………………………………………………….

Signature of customer

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Documents

Project Report Ashish