Market analysis of UPVC frams and fittings in Karachi

Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Project Coordinator (Internal)

Dr. Nasir Afghan

Committee Member 1

Dr. Nasir Afghan, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

The report provides recommendations based On logical, numerical and sequential guidance of various stakeholders to a prominent UPVC fabricator who in 2016 initiated their operations in Karachi. Pakistan Profiles Company, established in 2005 and a UPVC fabricator of windows and doors, engaged students from IBA Karachi to conduct an in-depth study of the overall UPVC market size and potential sales volumes in the Karachi region. The strategic objective was to determine an effective business model that would not only determine favorable consumer behaviors towards the product but also effectiveness of their sales and distribution channels. Unfortunately, regarding the UPVC market dynamics in Pakistan, there was a dearth of published data which is the reason the study was limited to 4 competitor interviews and 20 In-depth interviews of both home owners and marketing channel members (architects, interior designers, and contractors), a comprehensive causation study to determine the root cause analysis of favorable customer perception towards the client's product range was unattainable as our approach was more of a Go-See analysis used in Toyota terminology. There was no past study of the UPVC market specifically to Karachi in any articles, journals or research papers that could be utilized as secondary research and extensively been collaborated as literature review for the primary research we had compiled. This report consists of 4 chapters. The first chapter provides information and background about our client i.e. Pakistan Profiles Co. and describes the problem that the management is facing, the project deliverables, the main objective and the scope, of our research and what the client's expectations are from this project. The second chapter consists of the research methodology which comprises of the research design which is basically conclusive research. This section also explains the research model we used, which is based on the purchase intentions of durable products and how it is applicable to the Pakistani industry where we are conducting the research in. The third chapter consists of data and the findings that, we generated from our twenty in depth interviews, 10 with professionals including architects, interior designers and other players of the UPVC industry and 10 with home owners who have recently built or renovated their houses or those who are planning on doing so. Data is also collected from over 200+ respondents who participated in our questionnaire. The data is mostly qualitative so we converted it into quantitative data and the results are explained using SPSS. The final chapter consists of the recommendations based on the data and the analysis done on the previous chapters. This chapter explains our recommendations to our client with the help of pricing and marketing strategies that they should use.

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