Target market study: Middle market; ANZ Grindlays Bank plc.

Abstract

Bangalore has been witnessing an explosive growth of industrialization over the last few years. It is home to several industries, incl. public sector units and MNCs. The project, Target Market Study (Middle Market), was given to me to assess the potential and size of the companies in and around the city. An important objective was to identify companies who would like to bank with ANZ Grindlays Bank, and whom ANZ will in tum be interested in. The areas covered in the study were Bangalore City, Industrial suburbs around the city, and Hosur in Tamil Nadu, which is slightly more than an hour's drive from Bangalore. Of specific interest in the project, were companies which have turnovers exceeding 25 cr. or those who could meet the target in the near future. MNCs and PSUs were excluded from the exercise. The most time consuming part was the establishment of a database of companies along with their turnover sizes. From this database, companies satisfying the Target Market Criteria of ANZ were sought to be identified. After an analysis of financial and qualitative factors the following companies were identified as those satisfying ANZ’s criteria - 1) Bhuwalka Steel Industries Ltd. 2) Micro Labs Ltd. 3) Swan Silks Ltd. The above companies are also those that have shown interest in banking with ANZ. Also enclosed in this report are notes on companies which can be contacted in the near future, when they can be expected to meet the requirements of the Bank. This report is bound to be of extreme value to the Bank for enquiries into the size of various. companies in Bangalore & Hosur.