4 Project - Report Cosco

INTRODUCTION OF THE COMPANY
COSCO INDIA LTD.
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 moulded basketball, footballs, volleyballs,
tennis 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.
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Founder of Company
Narinder Kumar Jain
Raj Kumar Jain
Devinder Kumar Jain
Board of Directors
Narinder Kumar Jain : Managing Director
Darshan Jain : Director
Pankaj Jain : Director
Neeraj Jain : Director
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

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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
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.
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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.
1. 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.
2. 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.
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,
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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.
3. 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.
4. 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.
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5. 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.
6. 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.
7. 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.
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8. 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.
9. 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.
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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.
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.
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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.
Corporate Identity
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LOGO of Cosco Ltd.
Symbol Mark
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:
Colors for Signature
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Symbol mark and Logotype based on positive engraving method the reproduction of Cosco
colors must be carefully monitored to achieve the highest fidelity to the original and any
modifications could cause misunderstanding or misrepresentation of the Cosco identity.
Therefore, it is important to use the colors that are shown here. Red (Basket & ball on upside)
White (Cosco and ‘The Winning Edge’ written below) this is registered in Delhi INDIA.
Appropriate color use is essential for the accurate use of Cosco signatures:
SWOT ANALYSIS
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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.
External Environment (Opportunity and Threat)
There are number of external environment:
A business unit has to monitor key forces like:
• Microenvironment forces
o Demographic-economic
o Natural
o Technological
o Political-legal
o Socio-cultural
• Microenvironment forces
o Customer
o Competitor
o Supplier
o Distributor
o 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
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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.
MARKETING OPPORTUNITY
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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:
1. Supply an existing product and service in new and superior way.
2. Introduce totally new product or service.
3. Supply something that is in short supply.
4. Introduce hybrid product.
Opportunity Matrix
HIGH LOW
HIGH 2
1
3 4
LOW
Interpretation:-
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In the opportunity matrix, the best marketing opportunities are listed in the upper-left-cell (#1).
The opportunities in the lower right cell (#4) are too minor to consider. The opportunities in the
upper right cell (#2) and lower left cell (#3) should be monitor in the event that any improve in
attractiveness and success probabili the ones with digital photo capabilities. Lowest price with a
few clicks. capable to offer a product at a much lower price. Example: Pharmaceutical firms have
created generic versions of brand name drugs.
To evaluate opportunities, companies can use Market Opportunity Analysis (MOA) to
determine the attractiveness and probability of success:
 Can the benefits involved in the opportunity be articulated convincingly to a defined
target market(s)?
 Can the target market(s) be located and reached with cost-effective media and trade
channels?
 Does the company posses or have access s to the critical capabilities and resources
needed to deliver the customer benefits?
 Can the company deliver the benefits better than any actual or potential competitors?
 Will the financial rate of return met or exceed the company’s required threshold for
investment?
ENVIRONMENT THREATS
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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:
1. Competitor develops superior product.
2. Major prolonged economic depression.
3. Higher cost may affect profit or sales.
4. Legislation can be changed.
Threat Matrix
HIGH LOW
HIGH 1 2
3 4
LOW
Interpretation:-
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In the opportunity matrix, the threats listed in the upper-left-cell (#1) are major
because they can seriously hurt the company and they have a high probability of occurrence. To
deal with them, the company needs contingency plans that spell out changes it can make before
or during the threat. The threats in the lower right cell (#4) are very minor and can be ignored.
The threats in the upper right cell (#2) and lower left cell (#3) need to be monitored carefully in
the event that they grow more serious. Once management has identified the major threats and
opportunities facing a specific business unit; it can characterize that business’s overall
attractiveness.
Internal Environment (Strengths/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
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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.
Brand Identity
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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. 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.
Online Order Management
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Touch-and-feel. It's an innate part of a consumer purchase that can’t be experienced on the
Internet — in an Arthur C. Clarke novel, of course! It is a futile exercise for Indian companies to
retail consumer durables using the Net as an independent medium. However, few entrepreneurs
still have their eye on the virtual world with their feet firmly planted in the real one. And four
web models - company-owned online services, auction sites, web portals as a platform for sale,
and entrepreneurial routes like B2C - have reported healthy growth in revenues.
As the major step to the modernization the Cosco has launched its online site as the
www.coscoindia.com. The site is the well designed and has user friendly functions that help
customers to choose and buy their desired model of the sports products in their budget range.
In India the local online shop has been built in the name as www.coscoindia.com. The site not
only contains the online shop, but also provides the online service to the consumers for any
problem in understanding the functioning of the products. It has also the online for the products
in easy language and appropriate elaboration of the matter.
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 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
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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
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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).
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.
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International & Domestic Approval
International Approval
IKF
International Korfball Federation, Netherland
Netball 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 Association
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BFI
Basketball federation of India
AIFF
All India football federation
SAI
Sports Authority of India
SFI
Swimming federation of India
KFI
Korfball federation of India
NFI
Netball federation of India
VFI
Volleyball federation of India
Awards from Sports Goods Organization
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About COSCO Products
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 has the opportunity to tap this growing market. The advanced technology of
Cosco would make it a favoured brand in India.
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Sports Goods and Health & Fitness equipments
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:-
Sports Goods
Basketballs:-
Key features:
Championship
[Orange, Leather Pasted, Size-7-(full)]

• Reinforced with multifilament
nylon providing excellent shape
retention and consistent rebound.
• Butyl bladder for high air
retention.
• Official size & weight.
• Designed for Indoor play for
serious players.
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• Packing; Each
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..
• Fitted with latex bladder.
• Packing: Each
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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.
• Best for indoor competition
play and serious players.
• Packing: Each
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Hand Ball:
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
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Rugby Ball:-
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
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Other Ball:-
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
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Cricket Ball:-
Key features:
CB-826 TEST
• ALUM Tanned Cricket ball

• 4 Pcs. Construction
• Official Size and Weight
• TEST Grade Ball
• Packing: Each
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Tennis Ball
Key features:
TB-601 CHAMPIONSHIP
• Felt: Woven EU.Felt

• Construction:Pressurised
• Level: Professional
• Packing:3/4 ball Pet can
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Play Ball:-
PB-702 PLAYBALL
Level: Training
Material: Rubber moulded
Colour:Multi-colour
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Batting Pads:-
CBP-851 PROLITE
Imported PU Faced
EVA Padded
Packing: pair
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Cricket Ball (yellow felt):-
Light Weight(Yellow felt)
Fluorescent yellow felt.

Each ball packed in polybags.
Packing: 6 Pcs. Box
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Badminton Racket:-
Key features:
CB-120
• Aluminum frame with

tempered steel shaft.
• Good P.U. grip.
Head size (sq. in.): 51

Weight (gms.) : 29-31
Balance (cm.) : 29-31
Tension(lbs.) : 20-24
Cover : ½ Cover
Packing : Each
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Squash:-
Key features:
LST-125
• Aluminum alloy frame with

good stability and playability.
• Available in two different
attractive colours.

Weight (gms.) : 210-230
Balance (cm.) : 32-33.5
Cover : ¾ Cover
Packing : Each
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Tennis:-
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.

Weight (gms.) : 250-270
Balance (cm.) : 38-39.5
Cover : full Packing
: Each
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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
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Cricket Bat:-
Key features:
CB-805 THUNDER
• Kashmir Willow best quality.
• CANE Handle.
• Half length bat cover.
• Packing: Each
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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
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Swimming caps:-
Key features:
SILICON MULTICOLOR
• Multi Colour
• Anti Allergic Premium
quality swim caps.
• Individually blister packed
• For use of professional
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Swimming goggles:-
Key features:
Aqua Jet
• UV Protection
• Anti-Fog
• Twin band strap
• PC Lens
• Packing: Each
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Sports Wear:-
Key features:
Track Suit (Regular)
• Regular
• Packing: Each
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Roller Skates:-
Key features:
TENACITY SUPER (Jr.)
• Rubber Wheel
• Adjustable Size
• Packing: Pair
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- HI-TECH LATEX BLADDER
Features:
Made for: Soccer, Handball

Size Available: All Weight
Weight Available: All Weight
Value: Assorted for all application
Badminton shuttle:-
AERO 737
Packing: Doz.
Designed for Excellent sensitivity & touch.
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Very Good Flight.
Maximum Control.
High Durability.
Recommended For Practice.
Health & Fitness Equipments
Manual & Motorized Treadmills:-
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Key features:
MULTI-FUNCTIONAL TREADMILL CTM-666
• 20 Functions in one.
• Unique patented design of back massage
rollers gets rid of fatigue.
• Adjustable cylinders for presses and butter fly
exercise.
• Computer equipped with speed, distance and
time.
• Foldable and convenient to store.
• Broader and longer running belt.
• Weight: 49 Kgs.
• Packing: Each
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Rowers:-
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.
Knurled oars for slip free clamping.
Dimension : L-48"xH-18.5"-W28"
Weight: 15.6 Kgs.
Packing: Each
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Dumbbell set:-
Key features:
DUMBBELL SETS
• Material: Vinyl
• Colour: Different colours
available
• Available in weights: 1, 2, 3
Kgs. With rack
• Packing: Each
Exercise Bike:-
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Key features:
AIR BIKE-CEB-604 A
• 500 mm diameter fly wheel

for 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
• Weight : 23 Kgs
• Dimension: L-27"xW-20"xH-
43”.
• Packing: Each
Home Gym:-
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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 either
side of main frame.
• With lat bar, curling bar ankle
strap.
• Optional safety steel cover.
• Pulley wheel with bearing.
• Maximum user weight: 120
Kgs.
• Dimension : L-51"xW-
45.75"xH-81"
• Weight: 113 Kgs.
• Packing: Each
Health Riders:-
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Key features:
Belt Massager CVB-1688

• Computer head.
• 2 Long and short massage
belts and
1 bead massage belt.
• 2 Position height adjustments.
• 5 Sections of strength from 5-
13 M/min.
• Hand pulse and body fat
testing.
• Packing: Each
Steppers:-
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Key features:
Mini Stepper-CST-468
• Twisted action
• Meter enabled
• Packing: Each
Yoga mat:-
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Key features:
Sticky yoga mat
• PVC shrink wrapped

• Packing: Each
Trampoline:-
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Key features:
TRAMPOLINE
• Available in Size: 96", 72", 48" and

40" dia.
• Heavy gauge steel.
• Spring attached.
• Packing: Each
Pedometer:-
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Key features:
PEDOMETER-FULL
FUNCTION
• Count steps upto 1, 00,000.

• LCD Screen.
• Double Line screen.
• Can display: - Steps, Speed,
Distance, Calorie and Clock.
• Packing: Each
Gym Ball:-
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Key features:
GYM BALL
• Size Available: 55mm, 65mm,

75mm, 85mm and 95mm.
• 4" Foot pump included.
• Packing: set
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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
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PART - B
Research Methodology
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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

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• Averages and Percentages are calculated
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 our 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 us an insight into the problem into hand. It also provided us
with clues and helped in designing primary research. It provided us 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
OBJECTIVE OF THE STUDY
Page | 63
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.
DATA ANALYSIS AND INTERPRETATION IN RESPECT TO SWOT
SWOT Analysis
Page | 64
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.
1. Large product profile
2. Best quality
3. Turnover
4. Profit
5. Awards
6. Certificates
Large Product Profile
Cosco (India) Ltd. have all kinds of sports Goods like
 Basket balls
 Volley balls
 Foot balls
Page | 65
 Tennis balls
 Cricket balls
 Cosco feather shuttle cocks
 Cosco nylon shuttle cocks
 Soccer shoes
 Sports accessories
 Fitness accessories
 Badminton rackets
 Tennis rackets
 Squash rackets
 Latex bladders
 Swimming caps
 Swimming goggles
 Sports nets
 Basket ball board
 Roller 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.
Page | 66
So, manufacturing the large numbers of equipment strengths the company.
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.
23% 16%
6%
55%
average poor excellent good
Page | 67
 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.
 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.
Page | 68
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
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.
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.
Page | 69
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.
 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.
After sales services is not good
From our survey we have arrived at the result that after sales services 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.
Page | 70
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.
According to the survey of 20 dealers we found that
20% 10%
10%
60%
average poor excellent good
 60% - dealers say brand reputation is excellent.
 20% - dealers say brand reputation is good.
 10% - dealers say brand reputation is average.
Page | 71
 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.
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
1. The buying capacity of Indian consumer is continuously increasing.
2. India is a fast developing market, and remained unexplored fully.
3. A competitive market would help the Cosco Products to create a niche for the
marketing in India.
4. India can be made a base for export to other countries due to its favorable policies and
regulations.
Page | 72
5. Indian rural market is still unexplored.
THREATS
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.
High price of product
Page | 73
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.
Minimum guarantee
The guarantee period of Cosco products is minimum as compared to other products prevailing in
the market.
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
1. A large number of companies is already presenting the market, so a though
competitions prevails.
2. The new products might not fulfill the expectations and may be rejected.
3. Political destabilization may also occur.
4. Always needs to be alert to keep an eye on changing environment.

Page | 74
5. Duplication of product may be hazardous for the company.
Questions asked to Dealers
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:
Excellent Very Good Average Not Good Poor
Page | 75
Brand Reputation 20 70 7 2 1
Figures are shown in Percentages
GRAPHICAL PRESENTATION:
Following is the Graphical Presentation of Data obtained by the above question about the
motivating factor in the selection of the product:
Brand Reputation
Excellent
20
Very Good
70
Average
7
Not good
2
Poor
1
0 10 20 30 40 50 60 70 80
Poor Not good Average Very Good Excellent
Brand reputation 1 2 7 70 20
INTERPRETATION:
According to obtained Data, following facts were revealed:
Main factor for the selection of the product in the media as:
Page | 76
• 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.
• 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?
observations:
Product Quality 10 80 5 3 2
Page | 77
Product Quality
Excellent
10
Very Good
80
Average
5
Not good
3
Poor
2
0 20 40 60 80 100
Page | 78
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.
Question 3. Packing of product is able to pull the attention of consumers or not?
observations:
Packing 20 60 10 5 5
Page | 79
Packing
Excellent
20
Very Good
60
Average
10
Not good
5
Poor
5
0 10 20 30 40 50 60 70
Packing 5 5 10 60 20
INTERPRETATION:
Page | 80
• 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?
observations:
Excellent Response
Very Good Response
Average Response
Not Good Response
Poor Response
Page | 81
Response from cosco
10 15 50 15 10
upon Query
Response from Cosco upon query
Excellent
10
Very Good
15
Average
50
Not good
15
10
Poor
0 10 20 30 40 50 60
Response from cosco 10 15 50 15 10

upon query
INTERPRETATION:
• Poor Response: About 10% Dealer was saying that Response from cosco is Poor.
Page | 82
• 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?
observations:
Response about
15 20 40 15 10
Dispatches
Page | 83
Response about Dispatches
Excellent
15
Very Good
20
Average
40
Not good
15
10
Poor
0 10 20 30 40 50
Response about 10 15 40 20 15
Dispatches
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.
Page | 84
• 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?
observations:
After Sales service 20 10 60 5 5
Page | 85
After sales service
100
90
80
70
60
60
50
40
30
20
20
10 10
5
0
After sales service 5 5 60 10 20
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.
Page | 86
• 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?
observations:
Brand Reputation 20 70 7 2 1
Packing 20 60 10 5 5
Response from cosco
10 15 50 15 10
upon query
Response about
15 20 40 15 10
dispatches
After Sales service 20 10 60 5 5
Page | 87
Overall ovservations
20
10
20
10
15
20
Excellent 70
80
60
15
20
10
Very Good
10
50
40
60
Average
7
5
15
15
Not good
2
3
5
5
10
10
Poor
1
2
0% 20% 40% 60% 80% 5

100%
After sales service 5 5 60 10 20

Response about 10 15 40 20 15
Dispatches
Response from cosco upon 10 15 50 15 10
query
Packing 5 5 10 60 20
Brand reputation 1 2 7 70 20
Brand reputation Product Quality

Packing Response from cosco upon query
Response about Dispatches After sales service
INTERPRETATION:
According to obtained Data,

Page | 88
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.
Limitations of the study
Page | 89
1. 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.
2. 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.
3. When the dealers were interviewed, it is quite possible that the personal biases of
dealers might have crept in.
4. All Dealers are not alike. Thus the results may not hold true for every individual.
5. In some instances respondents may not have revealed the truth.
Findings
Page | 90
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.
Page | 91
Recommendations
1. 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.
2. Cosco should concentrate on the direct retailing of its products to the customers. It
would increase its sale of the products.
3. Cosco should try to advertise more in the Indian market to make the brand more
popular.
4. Cosco should give more advertisement in Magazines & Newspapers to remind the
people about their new ranges of products.
5. 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.
6. Cosco should look for the reasons for buying the other brands and take the actions
to employ that in their strategy.
7. Cosco should prefer the rural areas also for selling its products.
8. Cosco should increase knowledge and ability of Dealers to explain finance options
if requested.
Page | 92
9. Cosco should provide all details related to any promotions, company schemes or
discount applicable at the time of purchase.
10. Cosco should provide more information about features and specifications of Sports
and fitness goods such as Variety, Range, usage and warranty etc.
11. Cosco should make sure that Salesman show better ability to listen, understand and
answer queries.
12. Cosco should ensure that the company is innovative and introduces new products to
meet new customer’s needs.
13. Cosco should provide quality and latest products, which help company to face the
challenges made by competitors.
14. Direct appeal to end-users should be made, the primary sale become very easy.
15. Word-of-mouth can be generated by keeping the existing customers.
Bibliography
Page | 93
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.
• Kalakota R - Electronic Commerce: A Manager’s Guide (Pearson
Education) 2000
DAILYS & JOURNALS
Page | 94
• Business World
• Business Today
• The Economic Times
INTERNET
• www.cosco.in
• www.coscoindia.com
• www.google.com
Questionnaires:
Page | 95
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 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 Dealers

Page | 96
EXECUTION OF SURVEY WORK:
The survey work is that was done to collect primary data. In this phase we conducted “Dealer
Survey” by using questionnaire. I individually approached to Dealers and got the questionnaire
filled by them. The Dealers were randomly chosen.
The extreme care is taken to cover the section of Dealers which are the potential and present
consumers having there view about the products. The customers involved are the youth and the
above having the clear vision about products.
ANALYSIS AND INTERPRETATION:
Page | 97
After collecting the questionnaire filled, I scanned each of entry ensuring that all relevant
information required for analysis is available and is in the form through which we can analyze.
Adjusting was made where required keeping in mind that it does not hampers the outcomes of
our objectives. Editing of data collected was done to detect errors and omissions and such
corrections were made where required.
Further, coding of responses to assign numerated or symbols was done for easy and fast analysis.
Adopting suitable classes like Poor, Not Good, Average, Very Good, and Excellent etc. This
helped in grouping and categorization of responses. The data after collection, correction and
classification was processed and analyzed and compared in accordance with the outline made for
the purpose at the time of developing research plan. The classified data was finally subjected to
cross tabulation analysis and represented graphically for easy interpretation of result
Questionnaire for the Dealer

Page | 98
Date:…………………..
Dealer Name:………………………………… Phone no……………….

………………………
Address:…………………………………………….
…………………………………………………
………………..
………………………………………………………………………………………….
Very
Excellent Average Not Good Poor
Good
Brand Reputation
Product quality
Packing
Response from cosco
upon query
Response about
Dispatches
After Sales Service
Dealer overall observation:

…………………………………………………………………………………
…………………………………………………………………………………
…………………………………………………………………………………
………………………………………………………………………………
Dealer signature with stamp
Page | 99

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INTRODUCTION OF THE COMPANY

COSCO INDIA LTD.

having a very strong image and reputation in the industry.

ever-nationwide reach, latest global technology and product innovation.

Narinder Kumar Jain

Raj Kumar Jain

Devinder Kumar Jain

Narinder Kumar Jain : Managing Director

Darshan Jain : Director

Pankaj Jain : Director

Neeraj Jain : Director

M/s. R.N. Bahl & Co.,

31, Regal Building,

New Delhi-110 001

2/8, Roop Nagar

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

facility are way ahead in Quality than the competitors in India.

1. Honesty & Integrity:

and fulfill the fiduciary obligations.

conflict of interest of the Company or the group.

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

responsibility to the Company.

to the Company Secretary.

4. Other directorships and management positions:

not in the interest of the Company.

in public domain which therefore constitutes as insider information. “The Management” is

subject to additional requirements relating to reporting and effecting transactions in Company

7. Gifts & Donations:

accepted and reported to the Board.

these for personal use, unless approved by the Board.

value rather than quantity.

 Fast Innovation: Fast innovation involves setting extremely high innovation

establishment of corporate value ahead of competitors.

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

products through specialized new technologies.

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.

 Face Challenges: We foster a corporate culture whereby we suggest facing

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

Baseline written below is ‘The Winning Edge'.

uniqueness and quality of the products of the Cosco group.

and dignity of the brand. The logo is as shown:

Colors for Signature

modifications could cause misunderstanding or misrepresentation of the Cosco identity.

External Environment (Opportunity and Threat)

There are number of external environment:

A business unit has to monitor key forces like:

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

2. Introduce totally new product or service.

3. Supply something that is in short supply.

4. Introduce hybrid product.

created generic versions of brand name drugs.

To evaluate opportunities, companies can use Market Opportunity Analysis (MOA) to