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Industry profile
Market of stainless steel handrails has been growing very fast for last many years due to robust infrastructure development in Delhi and NCR. As main component of stainless steel handrail is steel so this market is affected by fluctuations in steel industry. There are many reputed brands who manufacture SS handrails like D line, Jindal steel, Dorma etc. There are many local brands also in this market and altogether these local brands occupy good market share.
company profile
Carl F International Pvt. Ltd. is a Danish Multinational Company founded by Carl F Petersen 130 years ago. Carl F Petersen started small ironmongery wholesale business in Copenhagen in 1881. Now-a-days Carl F has become an international design-oriented company. Carl F International Pvt. Ltd has got its presence in more than 80 countries. International production facilities in Denmark, India and England.
Product Information
Company mainly deals in stainless steel product of AISI 316 and AISI 304.
Carl F International Pvt. Ltd. has two brands namely: 1. d line 2. Carl F
Washroom fittings
Handrail Signs
Spigot Fixing
Side fixing
Financial analysis
particulars 2010 2009 2008
sales
23,60,00,000
22,00,00,000
24,85,00,000
Net profit/loss
-9,58,000
42,46,000
2,18,00,000
ratios
ratio 2010 2009 2008
Current ratio
2.02
1.77
2.9
-0.0041
0.028
0.11
EPS
-0.23
1.04
5.31
SWOT Analysis
Quality leader in market big brand name High price Limited customizatio n
Local brands
O
Infrastructur e development
Objective
Primary objectiveTo analyze preference of Stainless Steel handrail system in Delhi and NCR.
Secondary objectiveTo know position of company among its competitors. To suggest measures so that company may increase its market share.
Data collection
Primary data collected by surveying 1. Architects 2. Builders 3. Contractors 4. Interior Designers Data collecting tool used: Questionnaire method
90
60 30 0
38
52
Sector
Response distribution
Sector
17%
11%
24% 5%
Malls
8% 17%
90
60 30 0
55
17
48
52
Response distribution
10% 20%
Corporate
Govt. Inst 27% Airport 10% Hotels Hospitals 3% Residences
Malls
9%
21%
35
26 12
11 14 0 Airport
16 17 0 Malls
Hospitals Residence
Stainless Steel
Wood
Cement
Others
150
120 90 60 30 0 Price
76
Response distribution
Features
4 20 Price 41
Aesthetics
Product Quality Any others 35
Very Goog
Good Average Below Average poor
60
Strongly Agree
Agree Neutral Disagree Strongly disagree 60
69 46
34
10 18 17 4
Carl F
Jindal steel
Kich
Dorma
Ozone
Inox
Local
1.5
1
0.5
0
Findings There is good preference of product. Market is looking for quality and price is given least consideration. On one hand maximum numbers of current and upcoming projects is in residential area and on the other hand need of more customized handrails is there so company can tap this market by producing more customized products.
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Being a local brand Jindal is more known brand than Carl F and preference wise also Jindal is at the top as Carl F is targeting niche market only. When it comes to the satisfaction of customers regarding different features of brands, Carl Fs price is an issue.
As local brands are able to customize their product they have good market share.
Suggestions
Advertisement and brand promotion as company has changed from D line to Carl F. Training for Business executives and marketing executives. Cost effective method of production.
Company must work to find the way by which it can go for more customization without compromising with the quality of products.
Efficient and proper coordination among different department is very important. In Delhi there is requirement of showroom where all the products of Carl F can be displayed.
Continue
Frequency of visit to architects, builders and contractors should be increased. try to retain its marketing executives after completion of projects feedback of clients should be taken Company may consider distributing miniature of products along with the brochures. There may be an agreement between company and contractors where contractors keep miniatures of companys products in display and in return company gives certain percentage of sales to contractors as commission.
Limitations
Sometimes architects do not reveal actual data regarding brands as they feared that they may lose their clients if data gets disclosed.
Time constraints. No exact information about prices of other brands. Open ended questions were not answered many times. Difficulty in getting appointments.
Thank you