COSCO akshat

A Summer Training Report

On

S.W.O.T Analyses on COSCO

A Summer Training Report Submitted In the Partial Fulfillment Of The Award Of The Degree

Of Bachelor of Business Administration

Submitted By

Nikhil Marwah

BBA-0691061708

Under The Esteemed Guidance Of

ANSAL INSTITUTE OF TECHNOLOGY, GURGAON

(Affiliated To Guru Gobind Singh Indraprastha University)

1

Acknowledgment

I Would like to thank Mr. Manish Jain, the M.D Of Cosco India Ltd and Mr. Rakesh Khurana the CFO

of Cosco India Ltd for the generous support they have shown towards me.

My Special thanks to the Faculty of AIT for the kind and generous support which they have been

providing me from time to time without which I would not have been able to complete my project on

time.

Thanks for all your support

Nikhil Marwah

BBA ( G ) -0691061708

2

Abstract

I have made my research on the Strength Weaknesses Opportunities and Threats which are related to

the COSCO. The main aim behind this project was to study out various factors which are acting as the

strength, weaknesses, opportunities and threats in today’s market situation. COSCO has a well

established name as the brand in the whole sporting industry, but there are certain factors which are

affecting positively and negatively in the growth of the company, which are been discussed by me in

this project

3

Evaluation Of Project

The Project titled “S.W.O.T Analyses of COSCO” Submitted by Nikhil Marwah of BBA General

Semester 5 having roll number 0691061708 of GGSIPU has been examined by following examiners.

Internal Examiner External Examiner

4

Index

S.Number Topic Page No

01 Introduction

02 Research Methodology

03 Objective of study

04 Data Analyses and Interpretation in respect

of S.W.O.T

05 Questionnaire

06 Interpretation

07 Limitations of study

08 Findings

09 Recommendations

10 Bibliography

5

Chapter1.

INTRODUCTION

1.1Overview of Industry as a whole

Sport industry is the manufacturing of sport related goods, services, and ideas through the combination

of sport activities with business, mass media, and politics. Unlike sport, which emphasizes participation

of both players and spectators, sport industry aims at maximizing its economic profits and social

effects. To achieve these goals, business, media, and politics cooperate on the basis of interdependence.

Media representation acts as a bridge linking business and politics in sport industry. On the one hand,

as Neil Blain (2002) claims, media representation of sport produces the marketing initiatives that

facilitate consumption of sport related commodities. On the other hand, sport is a friendly agent of

liberal capitalism. Star athletes and sport events actually divert people’s attention from social problems

and shape personal identities according to political interests (Marquee 1999; Rivenburgh 2002). In this

context, business, mass media, and politics have developed an intimate relationship in the arena of

sport industry. Due to its wide involvement in society, sport industry, therefore, is of great significance

on both macro and micro levels. Specifically, sport industry is the catalyst in economy and an active

ingredient in personal identity formation.

1.2. Profile of the Organization

The name of company is COSCO (INDIA) LIMITED. Formerly it worked under the name of

Coronation Sporting ball Company but Later to take the running business of the partnership M/s.

Coronation Sporting ball Co., manufacturing rubber molded basketball, footballs, volleyballs, tennis

6

balls, bladders, rubber laminated football panels and other rubber and sports goods with all it assets,

liabilities, goodwill, license, trademarks, designs and patent right etc. it changed to COSCO (INDIA)

LIMITED.

Cosco (India) Ltd., established in 1966, is a public limited company listed on the stock exchanges in

India. It is one of the leaders in sports goods in India having a very strong image and reputation in the

industry. COSCO makes available to its customers a large variety of sporting goods, health & fitness

equipments of international quality and of renowned world brands as well. During the previous years of

its existence in India, Cosco has earned a premium brand positioning due to its superior quality, high

product performance, revolutionary technological delivery and warm service. In fact, today Cosco is

recognized as a leader in setting industry norms starting with the fastest ever-nationwide reach, latest

global technology and product innovation.

Founder of Company

Narinder Kumar Jain

Darshan Jain

Devinder Kumar Jain

Board of Directors

Narinder Kumar Jain : Managing Director

Darshan Jain : Director

Pankaj Jain : Director

Neeraj Jain : Director

7

Company Secretary

S.K.KAPOOR

Auditor

M/s. R.N. Bahl & Co.,Chartered Accountants,31, Regal Building,Parliament Street,New Delhi-110 001

Banker

Bank of India

Registered Office

2/8, Roop Nagar Delhi-110 007

Branch Offices

Luthra Complex, Opp. DSSD Sr. Sec. School, Basti Nau, Jalandhar, (Punjab)

B-78, Sector 6, NOIDA (U.P.)

Mahatma Phule Bhavan, Plot No. 66, Shop No. 3 & 4,

Sector-17, Vashi, New Mumbai

1. MANUFACTURING PLANT

Cosco has setup a state of art manufacturing unit Near Railway Station at Gurgaon-122001 (Haryana).

Now at Gurgaon plant, every part of Sports products is built indigenously. The setup is based on the

latest technology available in the market. The products built at the facility are way ahead in Quality

than the competitors in India.

8

2.CODE OF ETHICS

PREAMBLE

All the Directors and Senior Management of the Company, hereinafter referred to as “The

Management” must act within the bounds of the authority conferred upon them and with a duty to make

and enact informed decisions and policies in the best interests of the Company and its

shareholders.With a view to maintain high standards that the Company requires, the following rules /

code of conduct should be observed in all activities of “The Management”. The Company has

appointed the Company Secretary as the compliance officer for the purposes of the code, which will be

available to “The Management” questions and to help them comply with the code.

Honesty & Integrity:

“The Management” shall conduct their activities, on behalf of the Company and on their personal

behalf, with

honesty, integrity and fairness. “The Management” will act in good faith, responsibility, with due care,

competence and diligence, without allowing their independent judgment to be subordinated. “The

Management” will act in the best interests of the Company and fulfill the fiduciary obligations.

Conflict of Interest:

“The Management” shall not engage in any business, relationship or activity, which may be in conflict

of interest of the Company or the group.

9

Conflicts can arise in many situations. It is not possible to cover every possible conflict situation and at

times, it will not be easy to distinguish between proper and improper activity. Set forth, are some of the

common circumstances that may lead to a conflict of interest, actual or potential –

a) “The Management” should not engage in any activity / employment that interferes with the

performance or responsibility to the Company or is otherwise in conflict with or prejudicial to the

Company.

b) “The Management” and their immediate families should not invest in a Company, customer,

supplier, developer or competitor and generally refrain from investments that compromise their

responsibility to the Company.

c) “The Management” should avoid conducting Company business with a relative or with a firm /

Company in which a relative / related party is associated in any significant role.

If such related party transaction is unavoidable, it must be fully disclosed to the Board of the Company.

Compliance:

“The Management” is required to comply with all applicable laws, rules and regulations, both in letter

and spirit. In order to assist the Company in promoting lawful and ethical behavior, “The Management”

must report any possible violation of law, rules, regulation or the code of conduct to the Company

Secretary.

Other directorships and management positions:

“The Management” must report / disclose their other directorships and/or senior management ship to

the Board on an annual basis. It is felt that service on the Board of a direct competitor is not in the

interest of the Company.

10

Confidentiality of Information:

Any information concerning the Company’s business, its customers, suppliers etc., which is not in

public domain and to which “The Management ” has access or possesses such information, must be

considered confidential and held in confidence, unless authorized to do so and when disclosure is

required as a matter of law. “The Management” shall not provide any information either formally or

informally, to the press or any other publicity media, unless specially authorized.

Insider Trading:

The Management shall not derive benefit or assist others to derive benefit by giving investment advice

and information about the Company, not in public domain which therefore constitutes as insider

information. “The Management” is subject to additional requirements relating to reporting and

effecting transactions in Company securities.

Gifts & Donations:

“The Management ” of the Company shall not receive or offer, directly or indirectly, any gifts,

donations, remuneration, hospitality, illegal payments and comparable benefits which are intended (or

perceived to be intended) to obtain business (or uncompetitive) favors or decisions for the conduct of

business. Nominal gifts of commemorative nature, for special events may be accepted and reported to

the Board.

11

Protection of Assets:

“The Management” must protect the Company’s assets, labor and information and may not use these

for personal use, unless approved by the Board.

Periodic Review:

Once every year or upon revision of this code, each member of the management team must

acknowledge and execute an understanding of the code and an agreement to comply. New directors and

senior management will sign such a deed at the beginning of their tenure.

3.VISION STATEMENT

Cosco India Ltd. has the vision to be the leading sports brand. Cosco has a multi-brand strategy ranging

from the sporty and high-tech to the dressy. There are also a variety of products in cool colors and

shapes aimed at the young and hip.

Growth Strategy

Fast Growth: Fast growth is the result of strategies designed to expand the market size and

earnings quickly, in the process improving the growth rate in terms of monetary value rather

than quantity.

Fast Innovation: Fast innovation involves setting extremely high innovation goals and

securing a competitive edge, aiming for a target of faster technology development and

establishment of corporate value ahead of competitors.

12

Core Capabilities

Product Leadership: Refers to the ability to develop creative, premium quality products

through specialized new technologies.

Market Leadership: Refers to the ability to achieve the "Cosco No. 1 brand in India" goal

backed by its formidable market presence worldwide.

People Leadership: Refers to talented people who perform excellently by initiating and

participating in the new innovations.

4.Corporate Culture

Though a company implements perfect management strategies and boasts of outstanding and talented

people, it should have an appropriate corporate culture to unleash the power of these capabilities.

Face Challenges: We foster a corporate culture whereby we suggest facing challenges with the

hard work, and fulfilling the company’s goal.

Constant Up gradation: We pursue a corporate culture whereby we try to constantly upgrade

our technology and the work environment to suite the employees to get the better performance.

5.Corporate Identity

Symbol Mark

13

The Cosco logo is simply a Red basket with ball on top and COSCO written alongside with a Baseline

written below is ‘The Winning Edge'. This is the registered logo of the Cosco India Ltd in Delhi

(INDIA). It shows the dignity and uniqueness and quality of the products of the Cosco group. Cosco

have different logo which is simple Cosco written in white, that represents the simplicity and dignity of

the brand. The logo is as shown:

1.3 S.W.O.T Analysis of the Organization

The overall evaluation of a company’s strengths, weakness, opportunities, and threats is called SWOT

analysis. It involves monitoring the external and internal marketing environment.

14

1. INTERNAL ENVIORMENT (STRENGTH/WEAKNESS)

Each business needs to evaluate its internal strengths and weaknesses. The business doesn’t have to

correct all It weaknesses, nor should it gloat about all its strengths. The big question is whether the

business should limit itself to those opportunities where it possesses the required strengths or whether it

should consider opportunities that mean it might have to acquire or develop certain strengths.

Sometimes a business does poorly not because it people lack the required strengths but because they do

not work together as a team. It is therefore critical to assess interdepartmental working relationships as

part of the internal environment audit. For Example: Honeywell

H O N E Y W E LL

Each year, Honeywell asks each department to rate it own strengths and weaknesses and those of the

other departments with which it interacts. The notion is that each department is a supplier to some

departments and a customer of other departments. If Honeywell engineers frequently underestimate the

cost and completion time of new product, for example, their “internal customer” (manufacturing

finance and sales) will be hurt.

2. EXTERNAL ENVIORMENT (OPPORTUNITY AND THREAT)

A business unit has to monitor key forces like:

Macroenvironment forces

Demographic-economic

Natural

15

Technological

Political-legal

Socio-cultural

Microenvironment forces

Customer

Competitor

Supplier

Distributor

Dealer

These forces affect the company’s ability to earn profit. A business unit should set up a marketing

intelligence system to track trends and important developments. For each trend and developments,

company’s management system needs to identify the associated opportunity and threats. Good

marketing is the art of finding, developing, and profiting from opportunities.

3. MARKETING OPPORTUNITY

It is an area of buyer need and interest in which there is a high probability that a company can

profitably satisfy that need. There are three main source of market opportunity:

Supply an existing product and service in new and superior way.

16

Introduce totally new product or service.

Supply something that is in short supply.

Introduce hybrid product.

4.ENVIRONMENT THREATS

It is a challenge posed by an unfavorable trend or developments that would lead, in the absence of

defensive marketing action, to lower sales or profit. These are:

Competitor develops superior product.

Major prolonged economic depression.

Higher cost may affect profit or sales.

Legislation can be changed.

5.Brand Identity

Brand Identity: The Winning Edge

‘The Winning Edge’ this identity gives a different feeling to the consumers of winning spirit.The Cosco

are way ahead in the technology from their competitors it. This gives the feeling of the winning spirit.

17

Those who buy these products are ahead of the neighbors’ in the technology of the products.Formerly

the punch line of cosco was ‘Players Pride’ which was also give a true feeling of pride.

Brand Personality

To Cosco signature and graphic that support it also radiate the innovative spirit is truly responsible for

the development of our superior products. The final result is an expression of premium quality that is

friendly, easy-to-use, and guaranteed to make us punctual. Cosco is dedicated to make the individual as

winner.

The Cosco brand is known for the reasonable price quality Sports goods manufacturer. Due to this it

has a good position in market.

Cosco Products Slogan / Signature

"The Winning Edge” is the signature giving the expression of the win. The Cosco gives the consumer

an edge to win against the competitor and make them winner.

6. Customer Service

Cosco has wide coverage of services covering the whole of India they are providing the quality after

sales services to the consumers in the quickest possible time. The centers are established at the

18

excellent locations in the major cities of India. The service centers could be searched through the

Internet easily. The Internet includes the instructions to use its technological products correctly

7. Recognition & Awards

TUV CERT Certification

Cosco India Ltd. has certificate from the TUV CERT Certification body of TUV.

TUV CERT Certification body certifies in accordance with TUV CERT Procedure that COSCO

(INDIA) LTD. H.O.:-2/8, Roop Nagar, Delhi-110 007 INDIA.

WORKS: - Near Railway Station, Gurgaon (Haryana)-122 001 INDIA. Has established and applies

quality management system for manufacture of Balls, Bladders and marketing of Sports

Equipments

19

DIN EN ISO 9001: 2000 certificate

Cosco has continuously focused on innovation to offer consumers a wide choice of products. Cosco has

ISO 9001: 2000 Certificate from certification Authority for its Quality Management System for

Manufacturing Process.

Export Awards from SGEPC (Sports Goods Export Promotion Council)

The quest to stay on top of technology and offer consumers products that are in tune with the times has

driven most product launches at Cosco. COSCO has been winning export awards consistently for many

years from SGEPC (Sports Goods Export Promotion Council).

20

National Export Award from the Government of India

COSCO has also won National Export Award from the Government of India.

COSCO Tennis Balls have been used in DAVIS CUP matches held during the last 5 years.

International & Domestic Approval

International Approval

IKF

International Korfball Federation, NetherlandNetball IFNA

The International Federation of Netball Association, Australia

ITF

International Tennis Federation, United Kingdom

Domestic Approval

HFI

Handball Federation of India

AITA

All India tennis AssociationBFI

Basketball federation of IndiaAIFF

All India football federation

21

SAI

Sports Authority of IndiaSFI

Swimming federation of IndiaKFI

Korfball federation of India

NFI

Netball federation of IndiaVFI

Volleyball federation of India

Awards from Sports Goods Organization

8. About COSCO Product

Branching out from its original "takes a licking" designs, Cosco is strapping on new faces in order to

tap new markets worldwide. Its sports products have gone upscale.

Cosco is the first to understand the changing trends in the consumer need for the sports should include.

Cosco has the most developed technological products that could fulfill the needs of the consumers for

any sports goods. The company’s research and development division has developed the advanced

products which are capable for the purpose like Quality, Variety, Looks, Ease and comfort, Reliable

etc, these are the some examples of the Cosco products. Now it has wide variety of products, which

serves the different classes of customers in India having different relation with Sports.India as the

developing market for the Sports products as the customers relate differently to the sports so the Cosco

22

has the opportunity to tap this growing market. The advanced technology of Cosco would make it a

favoured brand in India.

The cosco have wide variety of sports goods and health & fitness equipments marketed in India. The

products are divided into different categories according to their specifications. Some of these are given

below:-

Basketballs:-

23

Sports Goods

Sports Goods and Health & Fitness equipments

Soccer Ball:-

Key features:

GOLD CUP(BEST PU)

Top grade hand sewn ball meant for professional play.

Ball is constructed with Japanese polyurethane with matt finish..

High shape retention and stability..

Volley Ball:-

Key features:

Super Volley (L.P.)[Leather Pasted, Size-4 ]

Top quality genuine leather cover. Nylon windings for shape retention. Butyl bladder for high air retention. Official size & weight 18 panel moulded ball. Available in White /Multi-Colour.

Hand Ball:

24

Key features:

Handball Mini (Synthetic)

Available in size-2 for use in junior/sub junior and women level play. High quality backing material for high shape stability. Cosflex special high grip top cover material. White Colour. Hand Sewn

Packing: Each

Rugby Ball:-

Other Ball:-

25

Key features:

RB-502 UMBRA

Size: 5 Panel: 4 Level: Match Material: Rubber laminate Backing: 4 Poly cotton Bladder: Latex Specification: Official size and weight

Key features:

Water Polo(Rubber)

Rough surface for good wet grip. Moulded, (rubber), yellow, size- international. 18 panel moulded ball. Yellow colours for high visibility. Packing: Each

Cricket Ball:-

Key features:

CB-826 TEST

ALUM Tanned Cricket ball 4 Pcs. Construction Official Size and Weight TEST Grade Ball Packing: Each

Tennis Ball:-

26

:

:

Key features:

TB-601 CHAMPIONSHIP

Felt: Woven EU.Felt Construction:Pressurised Level: Professional Packing:3/4 ball Pet can

Play Ball:-

Key

PB-702 PLAYBALL

Level: Training Material: Rubber moulded Colour:Multi-colour

Batting Pads:-

27

Key

CBP-851 PROLITE

Imported PU Faced EVA Padded

Packing: pair

Cricket Ball (yellow felt):-

Light Weight(Yellow felt)

Fluorescent yellow felt. Each ball packed in polybags. Packing: 6 Pcs. Box

Badminton Racket:-

28

Key features:

CB-120

Aluminum frame with tempered steel shaft. Good P.U. grip.

Head size (sq. in.): 51Weight (gms.) : 29-31Balance (cm.) : 29-31Tension(lbs.) : 20-24Cover : ½ CoverPacking : Each

Squash:-

Key features:

LST-125

Aluminum alloy frame with good stability and playability. Available in two different attractive colours.

Head size (sq. in.): 74Weight (gms.) : 210-230Balance (cm.) : 32-33.5Tension(lbs.) : 28-30Cover : ¾ CoverPacking : Each

Tennis:-

29

Key features:

Titanium

Excellent lightness and strength. High stability and control. Oversize frame with larger sweet spot and longer reach. Titanium strings for extra power. Designed for high power tennis play.

Head size (sq. in.): 107Weight (gms.) : 250-270Balance (cm.) : 38-39.5Tension(lbs.) : 60-68Cover : full Packing : Each

Table tennis:-

Key features:

All-round Evolution

Suitable for the modern all-round player who exploits every variation of speed and spin. The blade of Evolution is based on the STIGA All-round Classic but it is faster. Packing: Each

Cricket Bat:-

30

Key features:

CB-805 THUNDER

Kashmir Willow best quality. CANE Handle. Half length bat cover. Packing: Each

Cricket Bat Grips:-

Key features:

CG-841 COIL

Superior Rubber for DURABILITY DIAMOND KNURLING for Extra Grip 12" LENGTH to fill all Handle Sizes Packing: Each

Swimming caps:-

31

Key features:

SILICON MULTICOLOR

Multi Colour Anti Allergic Premium quality swim caps. Individually blister packed For use of professional

Swimming goggles:-

Key features:

Aqua Jet

UV Protection Anti-Fog Twin band strap PC Lens Packing: Each

Roller Skates:-

32

- HI-TECH

LATEX

BLADDER Features:

Made for: Soccer, Handball Size Available: All Weight Weight Available: All Weight Value: Assorted for all application

Badminton shuttle:-Packing: Doz.

33

AERO 737

Designed for Excellent sensitivity & touch. Very Good Flight. Maximum Control. High Durability. Recommended For Practice.

Key features:

TENACITY SUPER (Jr.)

Rubber Wheel Adjustable Size Packing: Pair

Manual & Motorized Treadmills:-

Key features:

MULTI-FUNCTIONAL TREADMILL CTM-666

20 Functions in one. Unique patented design of back massage Computer equipped with speed, distance and time. Foldable and convenient to store. Broader and longer running belt.

Rowers:-

34

Health & Fitness Equipments

Key features:

POWER ROWER CRW-903

Incline rower with beam sturdy steel frame@ 360 degree allows smooth forward and backward movement.

Internal roller track for comfortable glide.

Non slip foam grips.

Padded seat,Swiveling footrest with Velcro straps.

Dumbbell set:-

ExerciseBike:-

Key features:

AIR BIKE-CEB-604 A

500 mm diameter fly wheel for

35

Key features:

DUMBBELL SETS

Material: Vinyl Colour: Different colours available Available in weights: 1, 2, 3 Kgs. With rack

complete exercise. Permanent Link Dual action handlebars cycling and rowing simultaneously delivering the benefits of exercise to lower body and upper body. Air Resistance : Provide low friction and less wear and tear

36

Home Gym:-

Key features:

Home Gym CHG-150N

40 x 80 mm Sturdy oval tubing frame 150 lbs. plastic weight stack. No cable change PEC-DEC, high floor pulleys. Special low pulley design to exercise on eitherside of main frame. With lat bar, curling bar ankle strap. Optional safety steel cover. Pulley wheel with bearing.

Health Riders:-

37

Key features:

Belt Massager CVB-1688

Computer head. 2 Long and short massage belts and 1 bead massage belt. 2 Position height adjustments.

Steppers:-

Key features:

Mini Stepper-CST-468

Twisted action Meter enabled Packing: Each

Yoga Mat:- Trampoline:-

Pedometer:- Gym Ball:

38

Swing Machine:-

Key features:

SWING MACHINE

The Machine is equipped with DC Motor. It uses a left and right swing frequency system that swings centering on waist, and makes users breathe more oxygen as well as build a healthy spinal nerves system.

Packing: Each

Chapter 2

39

Research Methodology

The purpose of the methodology is to describe the research procedure. The methodology will reveal

why a particular design is being used for conducting research.

RESEARCH DESIGN:

A research design is the specification of methods and procedures for acquiring the information needed.

It is the over-all operational pattern or framework of the project that stipulates what information is to be

collected from which source by what procedures. Research design denotes the description of the

research design. The aim was to collect relevant information, which fulfills our requirement and can be

analyzed at a later stage of study without any problem. This was to be done in minimum expenditure

with least efforts and in a set period of time. For my project I select ‘SWOT ANALYSIS OF COSCO

INDIA LTD.’. The project includes the general research on the Strength, Weakness, Opportunity, and

Threat to the Cosco. This helped us in having enough provision for protection against bias and

maximizes reliability.

DESCRIPTIVE RESEARCH:

Descriptive study, as its names implies, is designed to describe something – for example, the

characteristics of the users of a given product, the degree to which product use varies with income, age,

or other characteristics, or the number who bought a specific sports product.

Advantages of Descriptive Study:

Involve relatively large number of observation

Analysis is more objective

Averages and Percentages are calculated

40

DATA COLLECTION METHOD:

The methodology reveals the methods of data collection. There may be primary sources and secondary

sources of data collection.

Collecting Secondary Data:

After deciding my objective I looked for collecting and studying secondary data. It included extensive

study of literature available in Annual reports of Cosco India Limited, articles, newspapers, journals,

magazines, handouts, pamphlets describing the company and its products.

Studying of secondary data gave me an insight into the problem into hand. It also provided me with

clues and helped in designing primary research. It provided me a more accurate picture about the

functioning of Cosco India Limited.

Collecting Primary Data:

The objective of primary data is formulated on the basis of research objectives. Objectives set the

guidelines and directions of research planning. Formulating the objectives offers the best feasible

means of solution. The primary data for my study was being collected by conducting survey. The tools

for data collection used was following types

Chapter 3

OBJECTIVE OF THE STUDY

41

In the general sense, the most important reason for SWOT analysis is that it plays a significant role in

evaluation of company’s strengths, weaknesses, opportunities and threats. These can be called

environmental forces that affect its ability to earn profit. The business unit should set up a marketing

intelligence system to track trends and important development. For each trends and developments,

management needs to identify the associated strengths, weaknesses, opportunities and threats.

To understand about Cosco India Ltd. And Cosco Products like basket balls, Volley balls,

Soccer ball, Tennis racket, badminton racket etc. and Health & fitness equipment I choose this topic as

my project. I try to cover all aspects related to SWOT analysis. It provides insight into aggregate

economic and social trends and can perhaps even predict such trends. In addition, this understanding

may suggest ways to increase the efficiency of the market system of Cosco Products and improve the

well-being of people in society.

Chapter 4

DATA ANALYSIS AND INTERPRETATION IN RESPECT TO SWOT

42

SWOT Analysis

With the help of this analysis we are able to know the strength, weakness, opportunity and threats of

Cosco India Ltd. for research work and study.

STRENGTH

As we know that strength means a power of the company. A power with the help of which the company

grows in a competitive environment and faces the many challenges of internal and external

environment.

According to my survey, I analyze that following factors are responsible for the strength of COSCO

(INDIA) LTD.

Large product profile

Best quality

Turnover

Profit

Awards

Certificates

43

1. Large Product Profile :- Cosco (India) Ltd. have all kinds of sports Goods like Basket

balls,Volleyballs, Footballs, Tennisballs, Cricketballs, Cosco feather shuttle cocks,Cosco nylon shuttle

cocks,Soccer shoes,Sports accessories,Fitness accessories, Badminton rackets, Tennis rackets, Squash

rackets, Latexbladders, Swimmingcaps ,Swimming goggles, Sports nets, Basket ball, boardRoller

skates, T.T. tables, T.T. bats, T.T. balls. Cosco not only manufacture and sales all kinds of sports

equipment but also have large range of variety and latest designs comparable to any other sports

company. Now Cosco (India) Ltd. also entered in manufacturing of health equipments.

So, manufacturing the large numbers of equipment strengths the company.

2. Best quality To know about the quality of the product we done the internal and external survey.

For internal survey we visited to this manufacturing unit which is placed in Gurgaon.

In manufacturing unit we saw that company placed high quality rubber to manufacture it products. Raw

material is imported from Sri Lanka and some of the part is taken from Kerela. Raw Material for health

equipment is imported from Taiwan.

So according to our internal survey we find that the qualities of products are excellent.

External survey is done to know about the quality of the Cosco’s product. Sample size of 20 dealers is

taken to conduct the survey.

55% dealers say that quality of Cosco’s products is excellent.

23% dealers say that quality of Cosco’s products is good.

16% dealers say that quality of Cosco’s products is average.

44

6% dealers say that quality of Cosco’s products is poor.

So, on the basis of our external and internal survey we have found that Cosco manufactures good

quality product and this is the strength of Cosco.

The turnover of Cosco (India) ltd. is increasing day by day.

The profit is rising.

Many certificates and awards are given by Govt. for their excellent services.

In Short

1. Cosco have the variety of Sports and Health & Fitness equipments.

2. Cosco is driving comfortably on its brand image.

3. Cosco has the most advanced technological research and development centre.

4. Cosco has the different strategies to tackle the changes in the demand.

5. Cosco has appointed the Indian as Product Heads because they have better understanding of Indian

values.

WEAKNESS

45

Following factors are responsible for the weakness of Cosco (India) limited. factors which are

emerging out from the result of our study of company profile and survey.

Lack of promotion

Lack of professionalism in organization.

Fewer schemes provided by company to increase sales.

Minimum guarantee period.

Lack of advanced decision of product.

Sales of cricket equipment are very low.

After sales services are not good.

1. Lack of promotion

Company is not investing more money in the promotion of the products of cosco.from our survey we

have found that among 100 customers 90% says that Cosco have to do more promotional activities to

capture the sports market. The growth of Cosco is possible only when it will concentrate on promotion

by providing good schemes, advertisements etc.

2. Lack of professionalism in organization

Cosco is weak due to the lack of professionalism in organization. Company used to follow old policies

and procedures while other companies follow advanced policies and procedures. Companies provide

less schemes which acts as a barrier in increase of sales.

46

Cosco (India) limited provides only six months guarantee which is minimum period while other

companies provide more than six months guarantee.

The design of company’s product is very old.

The sale of cricket equipment is very low as compared to sports equipments manufactured by

other companies.

3. After sales services is not good

From our survey we have arrived at the result that after sales service of Cosco (India) limited is not

good.

In Short

1. Cosco have less popularity in India as a Sports brand.

2. Cosco have not improved their sales services up to the expectations of customers.

3. Cosco does not exploit the lower segment market of the Sports industry.

4. Cosco has used ineffective marketing techniques.

OPPORTUNITY

Opportunities for the growth of COSCO depend upon the following factors.

Brand reputation

From the result of our survey we find that brand reputation of Cosco is very good comparable to other

sports equipment & manufacturing in organization.

47

According to the survey of 20 dealers we found that

60% - dealers say brand reputation is excellent.

20% - dealers say brand reputation is good.

10% - dealers say brand reputation is average.

10% - dealers say brand reputation is poor.

So its opportunity of Cosco to produce more product and sold it on the basis of brand reputation.

1. Cosco image

So Cosco has a good image in consumer mind. It is an opportunity for growth.

Cosco also enter in health equipment & manufacturing business and make various equipments

for different segments of consumers. So it is another opportunity to earn profit.

Increased turnover.

Cosco have its specialization in manufacturing, molding and hand made balls.

In short

The buying capacity of Indian consumer is continuously increasing.

India is a fast developing market, and remained unexplored fully.

A competitive market would help the Cosco Products to create a niche for the marketing in

India.

India can be made a base for export to other countries due to its favorable policies and

regulations.

Indian rural market is still unexplored.

48

THREATS

1. Competition

As every body knows competition is a tough challenge for any company. Competition increase day by

day. We

have to decide company strategy according to the market demand and customer perspective. There are

following companies which are prevailing in the market. Like

Adidas

Nike

Nivea

Yonex

BDM

SG

SS

So to exist in the market they have to increase in their product quality and features. To attain

sustainable growth in the market, company has to frame its policy and strategy in advance to earn

maximum profit.

49

2. High price of product

Company products available in the market are quoted at very high price especially in health

equipments. So to prevail in the market they have to reduce their price inspite of delivering good

quality product.

3. Minimum guarantee

The guarantee period of Cosco products is minimum as compared to other products prevailing in the

market.

4. Lack of professionalism in the organization

As this company grows wider in the market but still it focus on the old ideas and techniques prevailing

in the company. Company should equip with new technologies and innovative ideas to promote its

growth in the current scenario. They should use skilled persons to generate new ideas and new

technology to increase their profit.

In short

A large number of companies is already presenting the market, so a though competitions

prevails.

The new products might not fulfill the expectations and may be rejected.

Political destabilization may also occur.

Always needs to be alert to keep an eye on changing environment.

Duplication of product may be hazardous for the company.

50

Chapter 5

QUESTIONNAIRE

This method of data collection is quite popular, particularly in case of big enquiries. A questionnaire is

a method of obtaining specific information about a defined problem so that data, after analysis and

interpretation, results in a better appreciation of the problem.

In order to motivate respondents and to get best of the information from them, it was tried to build

questionnaire that is interesting, serve our objective, unambiguous and easy to complete and is not

burden someone. The aim was to enable ease in analysis and facilitate easy classification of response to

get meaningful outcome within acceptable limits.

A few questions were in disguised, where the true purpose was hidden but was sufficient to bring in the

right information from respondents. Depending on the requirement, the questions were kept open ended

and closed ended. The sequence of question in questionnaire was kept in a logical order. After

following a series of trial and changes the finally evolved questionnaire was being used for survey

51

work. I used the following type of Questionnaire for Cosco Products because Cosco mostly do B2B

(Business to Business) Business. They mostly supply their product direct to the dealer not to end user:

Questionnaire for the Dealer

Date:…………………..

Dealer Name:………………………………… Phone no……………….………………………

Address:…………………………………………….…………………………………………………

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

Excellent Very Good Average Not Good Poor

Brand Reputation

Product quality

Packing

Response from cosco upon query

Response about Dispatches

After Sales Service

Dealer overall observation: ………………………………………………………………………………………………………

52

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

Dealer signature with stamp

Question 1. What is the Brand Reputation of Cosco in market?

Sample Size: 20 Dealers

According to the above question of the questionnaire on the dealer, I get the following observations:


BRAND

REPUTATION

20 70 7 2 1

Figures in percentage

INTERPRETATION:

According to obtained Data, following facts were revealed:

Main factor for the selection of the product in the media as:

Poor: About 1% Dealer was saying that brand reputation of Cosco in the market is Poor.

Not Good: About 2% Dealer was saying that brand reputation of Cosco is Not Good.

Average: About 7% Dealer was saying that brand reputation of Cosco in the market is Average.

Very Good: About 70% Dealer was saying that brand reputation of Cosco in the market is Very

Good.

53

Excellent: About 20% Dealer was saying that brand reputation of Cosco in the market is Excellent.

From the above data it is usual that the Mostly Dealers are in favor that the Brand reputation of Cosco

is Very Good.

Question 2. What is your opinion about Product Quality?




PRODUCT

QUALITY

10 80 5 3 2


INTERPRETATION:



Poor: About 2% Dealer was saying that Product Quality of Cosco is Poor.

Not Good: About 3% Dealer was saying that Product Quality of Cosco is Not Good.

Average: About 5% Dealer was saying that Product Quality of Cosco is Average.

Very Good: About 80% Dealer was saying that Product Quality of Cosco is Very Good.

Excellent: About 10% Dealer was saying that Product Quality of Cosco is Excellent.

From the above data it is usual that the Mostly Dealers are in favor that the Product Quality of Cosco is

Very Good.

54

Question 3. Packing of product is able to pull the attention of consumers or not?




PACKAGING 20 60 10 5 5


INTERPRETATION:



Poor: About 5% Dealer was saying that Packing of products of Cosco is Poor.

Not Good: About 5% Dealer was saying that Packing of products of Cosco is Not Good.

Average: About 10% Dealer was saying that Packing of products of Cosco is Average.

Very Good: About 60% Dealer was saying that Packing of products of Cosco is Very Good.

Excellent: About 20% Dealer was saying that Packing of products of Cosco is Excellent.

From the above data it is usual that the Mostly Dealers are in favour that the Packing of products of

Cosco is Very Good.

Question 4. Are you satisfied with the responses from cosco for your queries?




RESPONSE

FROM

10 15 50 15 10

55

COSCO ON

QUERY


INTERPRETATION:



Poor Response: About 10% Dealer was saying that Response from cosco is Poor.

Not Good Response: About 15% Dealer was saying that Response from cosco is Not Good.

Average Response: About 50% Dealer was saying that Response from cosco is Average.

Very Good Response: About 15% Dealer was saying that Response from cosco is Very Good.

Excellent: About 10% Dealer was saying that Response from cosco is Excellent.

From the above data it is usual that the Mostly Dealers are in favour that the Response from cosco is

Average.

Question 5. Are you getting proper response about Dispatches?




RESPONSE 15 20 40 15 10

56

ABOUT

DESPATCHES


INTERPRETATION:



Poor: About 10% Dealer was saying that response about dispatches from cosco is Poor.

Not Good: About 15% Dealer was saying that response about dispatches from cosco is Not Good.

Average: About 40% Dealer was saying that response about dispatches from cosco is Average.

Very Good: About 20% Dealer was saying that response about dispatches from cosco is Very

Good.

Excellent: About 15% Dealer was saying that response about dispatches from cosco is Excellent.

From the above data it is usual that the Mostly Dealers are in favour that the response about dispatches

from cosco is average.

Question 6. Are you getting proper after sales service?




SALES

SERVICE

20 10 60 5 5


57

INTERPRETATION:



Poor: About 5% Dealer was saying that after sales service of cosco are Poor.

Not Good: About 5% Dealer was saying that after sales service of cosco is Not Good.

Average: About 60% Dealer was saying that after sales service of cosco is Average.

Very Good: About 10% Dealer was saying that after sales service of cosco is Very Good.

Excellent: About 20% Dealer was saying that after sales service of cosco is Excellent.

From the above data it is usual that the Mostly Dealers are in favour that the after sales service of cosco

is average.

Question 7. What is your total observation about cosco?




Brand

Reputation

20 70 7 2 1

Product

Quality

10 80 5 3 2

Packaging 20 60 10 5 5

Response

About query

10 15 50 15 10

Response 15 20 40 15 10

58

About

Despatches

Sales Service 20 10 60 5 5


Chapter 6

Interpretation

According to obtained Data, I consider that Cosco has strong brand reputation in the market. In fact it

has a brand image in some product like cosco cricket ball and cosco basket ball. About 70% dealers are

saying that its brand reputation is very good.Cosco also have superior product quality. They never do

compromise with the quality of product. Each and every product goes through many tests in R n D labs.

About 80% dealers are saying that its product quality is very good.

Packing plays an important role in the marketing of product. Packing gives Each and every information

about product. About 60% dealers are saying that its packing is very good.

About 50% dealers are saying that cosco has average response system for query.

About 40% dealers are saying that cosco has average response system for dispatches.

About 60% dealers are saying that cosco has average after sales service. after sales service helps in

retaining the customer.

59

Chapter 7

Limitations of study

As per the project involved the marketing research using questionnaires, views expressed by the

respondents are confined to elements of questionnaire. But I tried to get more information through

general question so that I could reach at the clear picture of the situation.

Between the Dealer and interviewer, due to differing perceptions, communications errors in the form of

miscomprehension, selective perception creeps in. In this case, errors were unavoidable and thus might

have added to slight inaccuracy in my results.

When the dealers were interviewed, it is quite possible that the personal biases of dealers might have

crept in.

All Dealers are not alike. Thus the results may not hold true for every individual.

In some instances respondents may not have revealed the truth.

60

Chapter 8

Findings

Findings are the results of the study. To know about consumer’s view about the products and the

effective and the largest coverage media for the advertisement and marketing the products and also to

know the type of ads liked by the consumers. The study also includes knowing how the consumers

relate with the products? The main aim of the study was to study the new developing channel of

distribution of the products in the local market. The study was concerned with the sports market in

India the findings are related to:-

Brand Reputation

Product quality

Product Packing

Response from Cosco upon Query

Response about Dispatches

After Sales Service

Overall observation

The following analysis was done to obtain the findings in accordance with our objectives

determined during the course of study.

61

Chapter 9

Recommendations

Cosco should give more attention on its Quality of after Sales Services because it helps the company to

increase customer’s satisfaction and retain the customers.

Cosco should concentrate on the direct retailing of its products to the customers. It would increase its

sale of the products.

Cosco should try to advertise more in the Indian market to make the brand more popular.

Cosco should give more advertisement in Magazines & Newspapers to remind the people about their

new ranges of products.

Cosco should maintain the communication through feedback. They should take time-to-time feedback

from dealer about customer satisfaction to know about the customer perception about its products.

62

Cosco should look for the reasons for buying the other brands and take the actions to employ that in

their strategy.

Cosco should prefer the rural areas also for selling its products.

Cosco should increase knowledge and ability of Dealers to explain finance options if requested.

Cosco should provide all details related to any promotions, company schemes or discount applicable at

the time of purchase.

Cosco should provide more information about features and specifications of Sports and fitness goods

such as Variety, Range, usage and warranty etc.

Cosco should make sure that Salesman show better ability to listen, understand and answer queries.

Cosco should ensure that the company is innovative and introduces new products to meet new

customer’s needs.

Cosco should provide quality and latest products, which help company to face the challenges made by

competitors.

1. Direct appeal to end-users should be made, the primary sale become very easy.

2. Word-of-mouth can be generated by keeping the existing customers.

63

Chapter 10

Bibliography

BOOKS

Kotler, Philip and Armstrong, Graw - Principles of Marketing, Pearson Education, New

Delhi 2004.

Kotler, Philip - Marketing Management: Analysis, Planning, Implementations and

Control, Pearson Education, New Delhi. 2003, 11th Ed.

Kotler, Philip and Keller, Kevin - Marketing Management: Analysis, Planning,

Implementations and Control, Pearson Education, New Delhi. 2006, 12th Ed.

Sharma J K - Business Statistics (Pearson Education)

Beri - Marketing Research (Tata McGraw-Hill), 1993, 2nd Ed.

DAILYS & JOURNALS

Business World

Business Today

The Economic Times

64

INTERNET

www.cosco.in

www.coscoindia.com

www.google.com

65

COSCO akshat

Documents

Transcript of COSCO akshat