Corporate Strategy for Investment in Gwalio Trade Fair

8/2/2019 Corporate Strategy for Investment in Gwalio Trade Fair

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Vishwas Gupta(IPG 2010-102) Dr. Manoj Kumar Dash

Nikunj Sharma(IPG 2010-104)


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It is Gwalior where the History lies is what is said about Gwalior. The Tourist

Capital of Madhya Pradesh, Gwalior is one of the prime tourist destinations in

India. The history of Gwalior speaks of turbulent times, wars, revenge and

great courage. One of the must visit places in India, Gwalior definitely stands

tall to narrate its tale. The Majestic Gwalior Fort which is referred as the 'The

Pearl in the Necklace of the Forts of Hind'.

Mia Tansen, one of the greatest Music Composers of the History was born in

Gwalior. Mia Tansen was not only known for his music, but apparently he

was also one of the Nine Gems or as you refers Navratna of Mughal Emperor

Akbars Court. Gwalior also reminds you of Maharani Rani Laxmi Bai who

died in 1958 here in Gwalior while fighting with the British in 1858.


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Gwalior is a well acknowledged place of art, associated with historic as well

as contemporary evidence. In August 2005 a mural created by Aasutosh

Panigrahi and five other artists was acknowledged as World's Largest Indoor

Mural by the Guinness Book of Records. Gwalior is called the education hubof Madhya Pradesh because it has many national and state level institutes in

diversified field of education.

Gwalior has also been declared as priority urban region of Madhya Pradesh.

The city is the largest urban centre in the Gwalior Agra Region, Which

comprises the Districts of Gwalior, Bhind, Morena, Sheopur, Guna, Datia and

Shivpuri. The basic economic activity of the town in trade and commerce and

Gwalior acts as the principal collection and distribution centre of the region.

The city has a significant socio cultural status and rich architectural heritage.

Gwalior town with its strategic location on the Delhi-Agra-Bombay route

coupled with the presence of the majestic Gwalior fort makes it an important

tourist town of India.

As a counter magnet, the city of Gwalior is expected to play two major

functions:

To stem the migration from less developed area of Madhya Pradesh to the

capital city of Delhi.

To act as regional growth centre and to help attain a balanced pattern of

urbanization in the sub region.


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Gwalior Trade Fair was started in the year 1905 by king of Gwalior Maharaj

Madho Rao. There after this Trade Fair has turned into the biggest fair of

Madhya Pradesh and, indeed, one of the most colorful fairs of the whole

North India.

With the history of 107 years, Gwalior Trade Fair is held at vast and modernfair complex spread over 104 acres. 5000 pavilions and shops provide ready-to

use structures for show room and exhibitions. The fair complex has an

independent power sub-station, water system, hospital, police station, banks

and other modern facilities. Recently the GTFA has set up a state of art Export

Facilitation centre in the fair complex.


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GWALIOR TRADE FAIR organized by Gwalior Trade Fair Authority a nodal

agency of Govt. of Madhya Pradesh. The event which is a rare and captivating

confluence of glorious tradition, culture, tourism and trade with a footfall in

excess of 10 million spread over a period of round a month.

Cultural events are the main attraction of Gwalior Trade Fair. In the centenary

Trade fair there will be special cultural events & programs. National &

International artists of Dance, Music, Drama, Ballet & various performing arts

will perform arts will perform in these special programs for the viewers.

Gwalior Trade Fair offers enormous opportunities for trade and industries to

showcase their product and services. The fair offers easy access to millions of

people from semi urban and rural regions. There is a wide variety ofamusements/entertainments, such as all types of Jhulas (Rides), Circus,

childrens Train, Magic shows etc. attracting large crowds. Gwalior Trade Fair

is a confluence of tradition & modernity. Glimpses of Hindolas & folk dance

will remind you the image of old traditional fairs & festivals, on the other

hand break-dance, Tora-Tora, and modern entertainment like Columbus will

electrify your heart with pleasure. Shilp Bazar is an added attraction of

Gwalior Trade Fair. From every part of the country, craftsmen exhibit theircrafts in the fair.


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Corporate strategy refers to the overarching strategy of the diversified firm.

Such a corporate strategy answers the questions of "which businesses should

we be in?" and "how does being in these businesses create synergy and/or

add to the competitive advantage of the corporation as a whole?"

Functional strategies include marketing strategies, new product development

strategies, human resource strategies, financial strategies, legal strategies,

supply-chain strategies, and information technology management strategies.

The emphasis is on short and medium term plans and is limited to the domain

of each departments functional responsibility. Each functional department

attempts to do its part in meeting overall corporate objectives, and hence to

some extent their strategies are derived from broader corporate strategies.
http://en.wikipedia.org/wiki/Marketing_strategieshttp://en.wikipedia.org/wiki/Marketing_strategies


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In Gwalior Trade Fair We found that every company has some unique strategy

to invest.

Some of the majors points that we found after talking to the managers of the

outlets were:

Promotion New Model Launch Promotion:- We found some of the Companies,

that are promoting their newly launched products through the

Fair. These Companies are following this strategy because they can

promote their product on wider scale as every type of crowd visits

the fair.

Promotion of the whole Brand:- Some Companies are there whichare promoting their brand.

Promotion of the shop in Gwalior through the Trade Fair:- Few ofthe new outlets that are opened in Gwalior main city, are

promoting their shop through this fair. For example Home Zone- Its

main showroom is in Phool Baagh and is opened recently.

Therefore HomeZone has invested in the Fair for their Promotion.


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To Target the Whole CrowdEvery person of Gwalior visit this Fair at least once therefore Companies

are utilising this Fair as an opportunity to target all type of Crowd. They

sell their products and promote their products also.

To meet the Targeted SaleBesides promotion, Sale is also the motto of setting the Shops in Fair.

Actually every Outlet or showroom has to reach the particular targeted

sale in a year, that is decided by the Company. The Showroom owner

founds this Fair as an opportunity to meet this sale.

For example: Whirpool Sold 1,000 refrigerators last year. Same numbers

of appliances were sold by Panasonic, Samsung etc.

To promote their sale, they offer discounts and gift coupons.


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To know about strategies of companies, we interviewed managers of few

companys Outlet and showrooms.

Covering the whole Fair was not possible therefore we choose one

brand of each type.

Our Targets are:

Nokia

Nokia is one of the leading Mobile Company in the world. Nokia is a

Finnish company and manufactures mobile electronic devices, mostly

mobile telephones and other devices related to communications, and inconverging Internet and communications industries, with over 132,000

employees in 120 countries. This company has succeeded in India. Our

aim is to know the strategy of this company. Knowing the strategy of

Nokia will give us information about the strategies of Telecom sector.
http://en.wikipedia.org/wiki/Mobile_telephonehttp://en.wikipedia.org/wiki/Mobile_telephone


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Panasonic

Panasonic is a Japanese multinational consumer electronics corporation.

Its main business is in electronics manufacturing. This company has

emerged as one of the leading home appliance company in India. To

know the strategies of home appliance companies we interviewed

Panasonic.

Gwalior Trade Fair

Gwalior Trade Fair is itself a huge market. The Centenary Trade Fair is

expecting a business of 5 Billion. Therefore we interviewed Chairman of

Gwalior Trade fair to know the strategy of government.
http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Consumer_electronichttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Consumer_electronichttp://en.wikipedia.org/wiki/Multinational_corporation


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We interviewed the manager of Nokia Outlet in Gwalior Trade Fair.

We:- Who is the owner of this shop, whether it is owned by you or Company

has invested.

Manager:- Actually, company has invested here and paid for framing this

shop. We are allowed to sale the items of our shop i.e Nokia Priority centre,

and make profits.

We:- So why company is investing here.?

Manager:- Company invests here for promotion.


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We:-What type of promotion ?

Manager:- Nokia has launched its new model Nokia Lumia 800.So they are

promoting that model with this outlet. As you can see here, every wall is

having the poster of Lumia 800.

We:- What are your other strategies for promotion ?

Manager:- We offer more discounts, as compared to our main shop in

Gwalior. We are gifting baggies with Lumia phone. For increasing the sale we

attract customers with these type of offers, of course it is very common.


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After interviewing Nokia, next we were in search of some brand, which has

wide market as well as manufactures the multipurpose products, so we went

to Panasonic and interviewed his manager.

We:- What is the main purpose behind exhibiting your products in trade fair,

profit or promotion ?

Manager:- We keep focus on both promotion as well as profit. But if we talk of

main purpose, so it is basically promotion. Panasonic is a giant Japanese

brand, who manufactures products from audio-video to even home

appliances. Here in the trade fair we want to exhibit all our products from

lower end to higher end.


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We:- But if its only about exhibiting your products, so you can do that from

your showroom only, Why trade fair ?

Manager:- The benefit of exhibiting in trade fair is, that here every kind of

crowd comes from low class to high class. So here we can address everyone.

Thats why this is the best place for exhibiting products.

We:- Approximately how much you have invested on the whole setup done in

Gwalior trade fair ?

Manager:- All the investments for the setup of shop have done by the

company itself, either is it for the land or for the framework of the shop and

for all this company has invested about 1.2 million Rupees. And all the

products which are displayed here in the shop are from our showroom only.

So by doing this company gets the promotion and as well as we get the

chance for the sale.

We:- What are your strategies for attracting the crowd ?

Manager:- For the attraction of crowd, whole day the announcements are

made from the radio room, to make people aware of our shop location in

trade fair. And else we have given lot off discount exclusively on the products

which are displayed in the trade fair, to attract people. And announcements

regarding discounts are also done, which attract people a lot.


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After interviewing Nokia, we interviewed the chairman of Trade fair to know

the Corporate strategy of Trade Fair

We:- Is this fair totally owned by Government.??

Chairman:- Yes, It is organisedbyGwalior Trade Fair Authority a nodal agency

of Government of Madhya Pradesh.

We:- What are the Facilities that Government is providing for this Fair.?

Chairman:- This Fair is organised on the Fair complex that is spread over 104

acres. The fair complex has an independent power sub-station, water system,

hospital, police station, banks and other modern facilities. All this is provided

by Government only.


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We:- So what is the Strategy of Government for this Fair? How do you Attract

Big Companies to invest here?

Chairman:-Gwalior Trade Fair offers enormous opportunities for trade and

industries to showcase their product and services. Actually the fair offers easy

access to millions of people from semi urban and rural regions.Major

industrial houses like Auto majors Toyota, Mahindra and giants like Panasonic,

ONIDA, Samsung, Whirlpool, Sansui, Videocon to name just a few exhibit

magnificent pavilions at the Fair.

We:- People have been talking about something called Centenary trade fair.

What is that?

Chairman:-In the centenary Trade fair there will be special cultural events &

programmes. National & International artists of Dance, Music, Drama, Ballet &

various performing arts will perform arts will perform in these special

programmes for the viewers. During the centenary trade fair the volume of

trade is expected to touch Rs 5 Billion mark.

Documents

Corporate Strategy for Investment in Gwalio Trade Fair