Study of distribution models in constraction chemicals industry and to recommend a suitable strategy for BASF; BASF, Mumbai

Abstract

The Summer Internship experience with BASF has indeed helped me evolve as a professional in the Marketing domain. There was a good amount of practical learning in these two months. I had a Sales & Distribution profile during this internship. I had to study the Construction Chemicals Industry and analyze the future of BASF- CC division in the market. I based out of Mumbai. However, the project involved lot of primary research and I had to travel across the country. I visited 5 cities and conducted several personal interviews. My target interviewees were the distributors of the construction chemicals companies, mainly the distributors of competitors. In the initial phase, I had to do secondary research, read up on several distribution strategies. Following that I spent almost one month in collecting data and analyzing them. In the final leg, the focus was on developing a suitable distribution strategy for BASF- CC division. BASF is a great company to work with as they never let me feel that I was a Summer Intern. My project guide and other top level managers treated me at par with their employees. I could go and seek help from any person at any point of time. They gave continuous feedback about my work. They were prompt at giving my salary and all traveVstay expenses were reimbursed without any delay. I enjoyed the employee-friendly culture at BASF.