PROJECT ON COMPARATIVE ANALYSIS OF SONALIKA TRACTORS WITH RESPECT TO OTHER BRANDS

By-Sunil Saini 1173760 MBA

Company Introduction
International Tractors Limited was incorporated on

October 17, 1995 and began manufacturing tractors designed by Central Mechanical Engineering Research Institute (CMERI). ITL currently is manufacturing Sonalika tractors between 30 HP to 90 HP, and the CERES brand between 60HP to 90HP.

Introduction and objectives of the study

Introduction: I conducted a survey in Sonalika group (ITL) on the

topic Comparative analysis of Sonalika tractor with respect to other brand of tractors. The main objective of the study is to find out the rank of Sonalika tractor. So, I was go for comparative analysis which means Item by item comparison of two or more comparable alternatives, processes, products, qualifications, sets of data, systems, etc. For this purpose I chose six brands of tractors which are well popular in the market. These brands are: Sonalika Escort Mahindra John Deere Sawraj Farmtrac

Objectives
1) To find out the rank of Sonalika in current market. 2) To study the farmer awareness regarding Sonalika

Tractors in Pathankot district. 3) To study the major market leader among various market players. 4) To study farmer's satisfaction towards purchased tractors. 5) To find out the tractor whose spare parts are easily available. 6) To give some suggestion to Sonalika regarding their promotional activities in future.

Research Methodology
Primary and Secondary Research In this project the research type used is both primary and secondary.
Primary Research Options The most common primary research resources are: social surveys: Questionnaire surveys Interviews: informal or structured observation:

For this study, 100 questionnaires were got filled from farmers in villages around Dinanagar. Convenience sampling method was used. Secondary research For this study, available information has been taken from company website and literature. Information on competitors was taken from the respective websites

ANALYSIS AND DISCUSSION

From the survey conducted we see the leading tractor in terms usage is Farmtrac with 25% respondents indicating it. It is followed by Swaraj and Massey Ferguson with equal percentage of 24%. Mahindra comes third with 16% followed by Sonalika with 10%.
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Cont
On the basis of above data we see that in case of fuel efficiency Mahindra comes out to be the leading tractor with 36% which is followed by Massey Ferguson, Swaraj and Sonalika with 29%, 16% and 12% respectively the data leading tractor in case of availability of spare parts is Swaraj with 39% followed by Massey Ferguson and Sonalika with 25% and 17% respectively.

Summary & Conclusions

Summary My summer training was very useful and I learnt about the working of a business organization. As part of my summer training, I also conducted a survey of farmers in some villages around Dinanagar in district Pathankot. From the survey conducted we see the leading tractor in terms usage is Farmtrac; Sonalika was the last. Conclusions It can be concluded thatSonalika is not the first choice of the farmers. It faces tough competition from established players in the field. The company has to make extra efforts to dislodge the established players. However, it scored well in terms of shape and ergonomic design

The tractor is lot more noisy while operation. So Sonalika should work on it.

Recommendations
While interacting to the farmers, I noticed that number of

farmers want lock system in tractor. They claim that there is no tractor in the market with this facility. So company has to produce tractors with lock system facility. Keeping in view the increase competition, the company should increase the warranty period and sales promotion activities to build their brand image. There is less emphasis on advertisement of tractors. By increasing the advertisement expenditure company can create more awareness among the people. The tractor is lot more noisy while operation. So Sonalika should work on it.

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