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PROJECT ON

COMPARATIVE ANALYSIS OF

SONALIKA TRACTORS

WITH RESPECT TO OTHER BRANDS

By-Sunil Saini

1173760MBA

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Company Introduction International Tractors Limited was incorporated on

October 17, 1995 and began manufacturing tractorsdesigned by Central Mechanical Engineering ResearchInstitute (CMERI). ITL currently is manufacturingSonalika tractors between 30 HP to 90 HP, and theCERES brand between 60HP to 90HP.

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Introduction and objectives of the

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

topic Comparative analysis ofSonalika tractor with respect to otherbrand of tractors. The main objective of the study is to find out the

rank of Sonalika tractor. So, I was go for comparative analysis whichmeans Item by item comparison of two or more comparablealternatives, processes, products, qualifications, sets of data, systems,etc. For this purpose I chose six brands of tractors which are wellpopular in the market. These brands are:

Sonalika

Escort Mahindra John Deere Sawraj Farmtrac

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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 easilyavailable. 6) To give some suggestion to Sonalika regarding their

promotional activities in future.

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Research MethodologyPrimary and Secondary ResearchIn this project the research type used is both primary and secondary.

Primary Research OptionsThe most common primaryresearch resources are:

social surveys:Questionnaire surveysInterviews: informal or structuredobservation:

For this study, 100 questionnaires were got filled from farmers in villages aroundDinanagar. Convenience sampling method was used.

Secondary researchFor this study, available information has been taken from company website andliterature. Information on competitors was taken from the respective websites

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ANALYSIS AND DISCUSSIONFrom the survey conducted we see the leading

tractor in terms usage is Farmtrac with 25%respondents indicating it. It is followed by Swaraj andMassey Ferguson with equal percentage of 24%.Mahindra comes third with 16% followed by Sonalikawith 10%.

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ContOn the basis of above data we see that in case of fuelefficiency Mahindra comes out to be the leadingtractor with 36% which is followed by MasseyFerguson, Swaraj and Sonalika with 29%, 16% and 12%respectively the data leading tractor in case ofavailability of spare parts is Swaraj with 39% followedby Massey Ferguson and Sonalika with 25% and 17%respectively.

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Summary & ConclusionsSummaryMy 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 insome 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 choiceof the farmers. It faces tough competition from establishedplayers in the field. The company has to make extra effortsto dislodge the established players. However, it scored wellin terms of shape and ergonomic design

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

farmers want lock system in tractor. They claim that thereis 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 promotionactivities to build their brand image.

There is less emphasis on advertisement of tractors. Byincreasing the advertisement expenditure company cancreate more awareness among the people.

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

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THANK YOU