Dissertation on Marketing Topic-A Study on Commodity Chemicals Industry in India
Case Study on Market Segmentation in Chemical Market in India
Synopsis and Research Proposal on Marketing Topic
Introduction, Importance and Significance of the study.
Indian chemical industry has come a long way. Today, India has significant
presence in production of basic organic and inorganic chemicals, pesticides,
paints, dyestuffs and intermediates, petrochemicals, fine and specialty chemicals,
cosmetic and toiletry product segments. Thus, by virtue of its diversity, the
chemical industry bears a close correlation not only with the quantum of
overall economic growth but also with the contents and quality of growth. On the
one hand, the range of products of the industry’s constituent segments are used
in most productive activities, and on the other, the chemical industry’s
diversity relates to the pattern of demand to the changing standards of living.
Specific to mention is the significant contribution of Indian chemical industry
for the growth of India’s agriculture and healthcare sectors. The performance
and outlook of the chemical industry, particularly in the context of India’s
development process, depends upon and determines the trends in the overall economy,
as also the linkages with the rest of the world in terms of international
trade, investment flows and technology transfers. On the domestic front, with
the reduction in tariffs, Indian chemical companies with strong systems and
organized operations are likely to be benefited further. Companies with
competitive advantages, like having competence in the areas of high value added
chemicals, conforming to international quality standards, could translate their
capabilities and establish a dominant presence in both international and
domestic markets.
In the years to come, various new avenues are likely to arise in
chemical industry like structural transformation, strategic marketing alliances
with multinationals and trading companies for domestic sales and exports,
stricter enforcement of good manufacturing practices, opportunity for value
addition using contract manufacturing or contract research. Use of advanced
technology, strong research capabilities, backward and forward linkages and development
of domestic capacity to reduce dependence on imported raw materials are key
success factors for Indian chemical industry. In addition, safety, health and environment
protection issues are becoming important challenges for the Indian chemical
industry. Indian manufacturers are addressing such challenges in an organized
way. Indian chemical industry has major strengths in basic research facilities
available with CSIR laboratories such as National Chemical Laboratory, Indian
Institute of Chemical Technology, as also corporate R&D centres. This
ensures that development of process knowhow, plant process design, detailed engineering
design, commissioning assistance and even consultancy for re-engineering are
available at low cost.
Rationale of the study
This
report is an incisive study of all the aspects of an industry along with an
outlook for potential developments. The report aims to provide the reader with
appropriate information for sharper decision-making. It covers important
segments of the industry and analyses market dynamics. The report also contains
an assessment based on PEST analysis, covering the relevant political,
economic, social and technological factors that have implications for the
development of the industry. Additionally, the report evaluates the industry
within the Michael Porter framework. It goes on to describe the competitive
landscape and provides a comparative marketing strategy of the major players in
the industry.
Growth
in the chemical industry has a strong positive correlation with a country’s
economic performance. Historically, the Indian chemical industry has closely
tracked the growth pattern of the nation’s gross domestic product. This report
analyzes the Indian chemical industry taking into account domestic and
international developments as well as factors which have shaped the industry
over the preceding few years.
Objectives
of the study
ü - To identify highly traded chemicals, based on the import data of
world chemicals at SITC classification digit level.
ü - To know about the major
importers of each product groups, their source countries for imports, as also
India’s exports and major export markets.
ü - To reveal that in some
product groups, India has been one of the major suppliers to the world.
ü - To replicate in the
production of other products, and become a global player, across the segments.
Hypothesis
of study
Hypothesis
# 1
Ho: Significantly post downturn,
domestic chemical companies across different market segments are likely to face
stiff competition either from imports or global giants manufacturing locally to
serve the Indian market.
H1: Significantly post downturn, domestic
chemical companies across different market segments does not face stiff
competition either from imports or global giants manufacturing locally to serve
the Indian market.
Hypothesis
# 2
Ho: Significantly there
is no common solution to counter such competitive pressures as each market
strategy has different critical success factors.
H1: Significantly there
is common solution to counter such competitive pressures as each market
strategy has different critical success factors.
Research
Methodology
In this project survey methodology will be
used to find out the customer awareness about
various commodity chemical products. About 100 customers and 25 dealers
will be selected for this purpose.
The research will involve both qualitative as
well as quantitative dimensions of work and knowledge. The quantitative
approach will involve generation of large chunks of data, which will be
analyzed on various parameters, while the qualitative approach will analyze the
data, take the information out and discard the unnecessary details.
The target numbers of outlets for the city
will achieved. The techniques of personal interview will be used for the
customer’s survey.
Research Instruments
The research instrument that will be used in
the study will be questionnaire. While designing the questionnaire care will be
taken in formulating and sequencing the questions so that it allows logical
thinking process for the respondent. Use of both close ended & respondents
can freely answer the questions.
Data Source
The study will rely on primary and
secondary data. The source of primary data will be obtained from a self
structured questionnaire that will be administered to 100 customers and 25
dealers in various parts of Mumbai. The source of secondary data will be
various journals, books and web based research.
The
questionnaires that have been drafted can be divided into 2 categories:
- Dealer Questionnaire
- Exclusive Dealer – 10
Filled in by meeting dealer in person.
- Multi-Dealer – 15
Filled in by meeting the dealer in person.
- Customer Questionnaire - 100
A
large number of categories of persons will be contacted in-person and the
remaining shall be contacted over the telephone to receive their response.
Sample Size
The
sample size decision is affected by Reliability, Efficiency, Flexibility and
Representation. Here the sample size comprises of 100 customers and 25 dealers
Expected
Contribution from study
The
growth story for the Indian chemical industry remains intact. However post
downturn, domestic chemical companies across different segments are likely to
face stiff competition either from imports or global giants manufacturing
locally to serve the Indian market. There is no common solution to counter such
competitive pressures as each segment has different critical success factors.
Indian chemical companies would do well to tailor their strategy depending upon
the segment in which they operate.
This project report
will have 5 chapters
Chapter 1:
Introduction
Chapter 2:
Literature Review
Chapter
3: Research Design
Chapter 4: Data
Analysis
Chapter
5: Conclusions and Generalizations
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