Commercial Document Services: FedEx Kinkos - Case Study Example

Executive Summary FedEx Kinko’s is one of the fastest growing document solution companies with core operations in print and copy business. With over1400 outlets worldwide and a concentration of over 1200 outlets in USA, the brand name is widely recognized and market share of the company stands at approximately 20% with its annual revenue close to US$ 1.5 billion for the past year. This marketing plan outlines the marketing strategies being adopted in opening a new FedEx Kinko’s outlet in Orlando area and addresses the product and services being offered, the pricing strategies and distribution channels. In addition the report outlines the promotional plan to be deployed in launching the new outlet and achieving the targeted revenue of US$ 75,000 during the 1st year of operation. A targeted growth rate of 12% is forecasted for the second year in view of the growths in targeted market segments. The report also provides a forecasted profit & Loss statement for the two years from opening and aims for a 4.3% Net return by second year. 1. Product / Service Description FedEx Kinko’s which operates under FedEx Corp. is a chain of over 1400 outlets located in over 11 countries. Over 1000 of these outlets are based in US and in florida alone 18 FedEx Kinko’s operate with 6 of them based in Orlando itself. The new outlet being proposed for opening in the context of this marketing plan will be located in Clemont in Florida Avenue where there is reasonable distance in proximity to the FedEx Kinko’s operating in Winter Garden and Aukland. In close In line with the FedEx Kinko’s’ mission of “ Document Solutions - Done Right, Anytime, Anywhere” the services in printing and finishing are diverse and order processing is efficient. The products and services offered by FedEx Kinko’s fall in to three main categories and includes Printing & Copying Services, FedEx Kinko’s Online Sales and Stationary & Office Supplies (FedEx Kinko’s 2006) Printing & Copying Kinko’s’ core business relates to the printing and copying services which was the original business upon which the Kinko’s operated and developed prior to Fed Ex acquisition in year 2004. Services under this product group includes high quality colour printing facilities, photocopying, designing mailers and brochures, commercial printing, signage, other digitally created and reproduced graphics and printed material. The services also include quality-finishing services such as mounting, framing and binding. Such facilities cater to both personalize products such as family photo printing and framing to binding of large numbers of meeting or convention material and folders. The FedEx Kinko’s’ recent introduction of File, Print FedEx Kinkos(TM) software which is a free download and which operates within the windows interface allowing users to print their files directly to any of the US based FedEx Kinko’s locations (Business Wire 2006). The document creation personnel at FedEx Kinko’s will undertake the designing part of the material to be printed as well, aiding small businesses to develop effective and economical communication such as brochures and leaflets. FedEx Kinko’s Online Shop The online sales offer a wide range of product categories, including office and school supplies, office furniture, facilities supplies, and technology products. A wide range of competitively prices school stationary makes FedEx Kinko’s an ideal location for shopping for the school stationary list. Key benefits associated with this facility is the wide product range of over 25,000 items; the fast and flexible payment options through credit and debit cards and a personal online account that allows customers to review past orders and develop personalized shopping lists. (FedEx Kinko’s.com) All orders worth over US$ 50 or more receive free FedEx Ground shipping which adds to the customer’s convenience. The facility makes Kinko’s services and products available on a 24 Hour Online ordering basis. Stationary & Office Supplies This product group of FedEx Kinko’s offers a wide variety of office supplies and stationary items and a variety of paper products including recycled paper. With the conveniently located outlet in the Clemont shopping plaza, the customers will be able to access the outlet easily with convenient parking. The outlet layout, which is inline with the overall FedEx Kinko’s chain of outlets is enhanced by the outlets size, which is higher than the standard outlet floor space. 2. Target Market The new FedEx Kinko’s outlet will focus on the following categories of target markets with its differentiated marketing strategies. FedEx Kinko’s is able to tap on to not only the local Florida residents as its overall target market but also customers from other states who are now using the File Print Fed Ex Kinko’s software to print directly from their locations in to the Florida outlets and pick them up when they arrive in Florida for conventions, corporate meetings, seminars and workshops. Corporate Customers FedEx Kinkos Office and Print Services offers a wide variety of “needs-based commercial document solutions” with associated key benefits such as “instant scalability, high-volume capacity, fast turnaround, unlimited accessibility, best-in-class technology and global distribution” (FedEx Kinko’s 2006). The FedEx Kinkos “Mobile Professional Program” provides the traveling professionals of these corporate clients ready access to printing, coping and other communicational facilities as well as business signage The new outlet will also offer internet and facsimile facilities in kiosk style access points within the floor area of the outlet. The corporate customers are targeted with the outlets total product range where office supplies and printing and copying services are accessible online and enhanced through the new software File Print FedEx Kinko’s. The outlet will cater to this segment within the state of Florida, which has a large corporate & Business clientele of over 1,400 and a developed hospitality industry (Annual Statistics 2005). Annexure 1 provides statistical breakdown of this target segment. Key characteristics of this customer segment are that they are interested in establishing long-term relationships such as service and supply contracts and also expect high caliber liaison staff to coordinate the account. Due to their bulk volumes, pricing has to be discounted. Another disadvantage of this segment is that most corporate clients expect credit terms, which is costly in terms of capital costs. While the segment is attractive in terms of its business potential, the business risks are associated with over dependency on businesses from large clients who may terminate their business leaving the outlet with big dip in the revenue. However its important to secure at least 40% of sales from corporate and small business clients to generate volume business in order to cover investment costs and overheads. Students, Teachers & Families This customers segment is targeted with a wide variety of stationary and is catered by both the online shopping option as well as the actual shop. The convenience of online shopping allows these customers to avoid the “back-to-school” shopping rush. Recent survey reveal that up to 15% of the US families choose to shop online for stationary and this segment is growing fast almost at a rate of 30% per annum. There is a 18 million population the state of Florida and 1.7 million population in the Orlando metro area. The State has a number of large universities and collages in addition to over 135 public schools within Orlando city (School Matters 2006) and the key feature of this target customer group is the focus on convenience , accessibility and availability. The segment is also targeted with photo mounting, framing, digital photo printing and other such services, which offer personalized printing for gifting and memorable keepsakes. This category of customers is unlikely to experience tight deadlines and fast delivery requirements and standard FedEx delivery time of two business days is acceptable. The attractiveness of this segment is that if served through the online channel, the service staff and shop floor utilization is maximized catering to other clients. The other major attractiveness of this segment is that they do not require credit terms, which benefits the liquidity status of the outlet’s finances. Meeting Planners Meeting Planners comprise of FedEx Kinko’s other main target market segment. These customers require a host of services from printing to binding of meeting and convention material such as folders, manuals and other stationary matter. Some of the customers within this segment are not restricted to the geographical vicinity of the outlet in Orlando but within other countries in the state or even from other states. As Florida’s hospitality industry is a sought after venue for such workshops, seminars and conventions, the potential for growth is attractive. However, its noted that a bulk of the business in this segment is captured by the long standing and well established FedEx Kinko’s outlet located within the Orange County Convention Center which is a much sought after venue for meetings, seminars and conventions. (Commercial Document Services 2004) However, there have been recent increases in sales from this segment for Fed Ex Kinko’s outlets in other parts of the state where customers from other states are also using locations in Florida to print and bind their requirements in Florida when conventions are being held in Florida. The use of “File Print FedEx Kinko’s” is facilitating a growing number of meeting planners to print their material directly to Kinko’s locations closer to their meeting venues and get them delivered. Fueled by emergence of new management concepts, which needs to be discussed and made aware of which leads to meetings, seminars and workshops as well as process of globalisation, which drives international scale meetings and conventions, the convention and seminars industry is rapidly growing. While Florida is not the number one destination for such events compared to New York or Boston, the state still captures close to 20% of convention and seminar business due to its highly developed hospitality industry. The attractiveness of this segment lies in the bulk volumes associated and the possibility of establishing long-term relationships with the meeting planners through reliable service. As the conventions and meetings are mostly funded through participant’s attendance fees or through budgets allocated specifically for the projects, the focus is not on the cost factor but on reliability, speed and quality. Thus, this target market segment also offers attractive profit margins compared to the corporate clientele market, which expect discounted rates. Small Business Owners This category of customers consist of Small Businesses in State of Florida which includes approximately 420,000 small businesses who are employers and an additional approximate figure of over 460,000 self employed individuals. As per statistics this segment is growing at an annual rate of 2% (Small Business Profile: Florida 2002).With the recent introduction of the File Print FedEx Kinko’s software which is a free download the target consumers in this segment has widened in terms of their geographical reach. Initially only the small businesses in Orlando area would have been targeted by the new outlet but with the new software, there is a marked trend for small business users who operate on a state wide basis to use Kinko’s printing facilities at various locations to maximize the effectiveness and economize of distribution cost of the marketing communication material being printed. For example a company based in Tampa is offering nationwide services for Pet & Vet care. This small business utilize many Fed Ex Kinko’s locations across the state to print their marketing leaflets and use their network of vets located at various localities to pick them up or get it delivered to via Fed Ex ground services. These customers are also interested in document creation services being offered by FedEx Kinko’s as they do not have in-house graphic design facilities and also does not utilize services of advertising agencies. The segment is price sensitive and therefore discounted pricing is necessary which reduce the segment attractiveness. However this customer segment combinedley account for a large share of the print and copy market and should therefore be tapped on to. 3. Competitor Analysis Main competitors for FedEx Kinko’s outlets are the UPS Stores, Office Depot , Signal Graphics and PostNet. Most of these direct competitors operate on similar business model and offer print and copy services with accompanying pack and shipping services. Other than these direct competitors who operate on same business model, local printers and copiers as well as stationary suppliers with local focus are also a direct competition which chain of outlets as FedEx Kinko’s is not able to provide. These companies target most of the business segments, which are being catered by FedEx Kinko’s, and the level of competitiveness is very high in the industry under review. PostNet for example is the largest privately held company in the print and copy center industry with over 900 outlets nationwide. They have diverted their original focus on pack and ship concept to more strategic concentration on the small and medium scale businesses and offer services to create a unique an competitive point of differentiation for the brand and concept (PostNet.com 2006). Office Depot operates 23 outlets in Florida and 11 outlets are based in Orlando. They also offer same facilities and a wide variety of printing and copying services accompanied with the stationary and office supplies. Their shop floor scales are much larger than Fed EX Kinko’s (Office Depot Company Information 2006) The UPS Stores operate over 120 outlets in Orlando Metro area and combines print and copy services with its regular curiour services from same outlet. They are not in the stationary and office supplies market. In addition to the above key competitors a list of individual printers providing copy and print services in Florida are provided in Annexure II 4. Pricing Strategy Due to the wide product line and customized nature of the services being provided the pricing of individual products are not provided within this marketing plan. FedEx Kinko’s pricing strategy is based on the existing market prices offered by competitors such as UPS and Office Depot. However the differentiated pricing strategy being adopted by the FedEx Kinko’s outlet to cater to the chosen market segments is provided in table 1 below. Table 1 – Price Differentiation Structure – FedEx Kinko’s Services Product Category Corporate Segment Small Business Segment Students / Teachers & Individuals Meeting Planners Printing & Copying Up to 25% off listed price based on sales volumes Up to 20% off listed price based on sales volumes and customer records Listed price apply Listed Price. Online Shop 10% off on Shelf Price 10% off on Shelf Price 10% off on Shelf Price 10% off on Shelf Price Stationary & Office Supplies Up to 15 % off on shelf price for contractual supplying Up to 10% off on shelf prices for volume purchases Shelf Price Shelf Price Document Designing Listed Price Listed Price Listed Price Listed Price In addition to above discounting strategies, the free delivery will be an added incentive for purchases over US$ 50.00 which is also featured by competitors as Office Depot and UPS shop. 5. Channels of Distribution Channels of distribution will have to vary to cater to the different targeted segments and the proposed outlet will utilise three key channels of distribution as discussed below. Retail Sales from outlet will focus on providing print, copy and design services as well as finishing services to customers while offering a wide array of stationary and office supplies to the customers. The outlet will need up to 5 staff on roaster basis to handle different areas of work being provided by the business. As speed, reliability and efficiency are key success factors in this business, the number of service staff cannot be reduced. As cashiering and sales assistants are also included in this 5 staff the team will work at optimized level. The team will be compensated on a 50% base salary plus 50% outlet performance linked remuneration scale which aims to drive the outlet performance through motivating its staff. Direct Sales by Sales Force involve the sales efforts by business development crew who are responsible for presenting the outlet and its products to the corporate and business clientele and securing their business on contractual or long-term business basis. At the initial stage the direct sales force will consist of one person exclusively promoting the new outlet. This staff will be paid a 40% base salary and balance 60% as a performance based incentive linked to sales volumes, contractual quality and discounting allowed for customer to acquire the business. Such a combination of criteria is used to ensure that driving sales volumes does not adversely affect the profitability through deep discounting being offered by the sales team. Online Sales via the FedEx Kinko’s.Com offers a wide variety of products and services in addition to the standard outlet merchandise and services. These include utility services such as wiring and plumbing as well as sale of office furniture. As this distribution channel is operated on a centralized basis and involves the local outlets for distribution and logistics associated in dispatching the order, the staff involvement in this channel of distribution is significantly less. However one staff is dedicated to managing and coordinating the online orders being allocated to the local outlet. 6. Promotional Plan The promotional plan for the new FedEx Kinko’s outlet will use a combination of Advertising, Direct Marketing, Sales promotions and Public relations activities. The FedEx Kinko’s head office carries out large scale advertising campaigns to build and enhance the brand, and online marketing activities are also centralized and therefore the local individual outlet involvement is less in terms of planning and executing these promotional activities. However the following promotional activities are proposed at local level targeting mainly the Orlando Metro Area community as well as consumers within Florida State. Advertising Advertising, which is considered the strongest element of the communication mix is defined as any paid form of no personal communications about an organization, product, service or idea by an identified sponsor (Belch & Belch 2004). Modern day advertising options are many and include broadcast media such as the TV and radio as well as print media including magazines & newspapers. There is also the bill boards and outdoor signage. In the case of FedEx Kinko’s chain of outlets, the benefit of corporate advertising carried out on behalf of the brand through TV and other mediums are very high. Thus, individual outlets are able to capitalise on the brand building efforts of the FedEx Parent office through TV, Radio and Press mediums. It is therefore proposed to use this medium sparingly in view of high costs associated and the nature of reach, which is national level, which is not applicable for an outlet with local reach. The outlet can display outdoor signage prominently to direct customer traffic. The opening can be announced in the newspapers circulated in state of Florida and ads can be placed in Campus newspapers. Direct marketing & Online Marketing Today, the direct marketing has become a key element in the communicational mix and its importance for FedEx Kinko’s is significant with the segmented marketing strategy being adopted. With the advent of the Internet, the direct marketing means have widened and have brought in newer interactive media such as websites (Shultz & Barnes 2001). Direct marketing has the distinct characteristics of being nonpublic, immediate and customized and being interactive (Armstrong & Kotler 2001). It allows for highly focused targeting and allows customized offers. For FedEx Kinko’s outlets, the Direct Selling to corporate and small business clientele is one form of direct marketing. The FedEx Kinko’s .Com is a good example of how direct marketing can be utilized to promote products and services effectively. In addition to above, the outlet can carry out a direct mailer campaign targeting school students, teachers and families in general within the Orlando Metro Area with a combined discounting coupon which can be redeemed at the outlet. An e-mail campaign is also proposed, targeting the different target segments with customized messages and special incentives for trial. Sales Promotions Sales Promotions refers to those marketing activities, which provide extra value or incentives to the sales force, distributors or to the ultimate consumer with the aim of stimulating sales volumes. Sales promotions are generally either consumer oriented or trade oriented (Linton & Morley 1995). Advantage of Sales promotions is that it leads to short-term stimulation of sales. The FedEx Kinko’s outlet can use Premium coupons to get initial trial customers to the new outlet. This is also an avenue to respond to price sensitive customers while maintaining premium-pricing strategies. The outlet can carryout a Sales Promotions such as a competition for school children with prizes such as a whole years school stationary being awarded to the winner. Such competitions and draws create customer involvement and excitement, gaining and maintaining top-of-mind brand recall rate at a high stage. Public Relations Activities Public Relations is the management function, which evaluates public attitude, identify the policies and procedures of an organization with the public interest and execute a programs of actions to earn the public understanding and acceptance (Frazier & Canfield 1977). Public Relations function uses a variety of tools such as publicity, involvement in community service projects, fund raising, special sponsorships and various public affairs activities. While larger scale PR campaigns targeted towards enhancing brand image of the overall FedEx Kinko’s chain of outlets will be done through the head office, PR activities are still a useful tool for communicating at local level. The outlet can organise a press conference to mark the opening where a comprehensive press kit can be provided with product and company details. Involvement in community level programs such as environmental drives, tree planting campaigns and recycling efforts which will communicate the social responsibility of the outlet while being involved in a paper related industry which directly impacts the environment. Annexure III provides a summary of proposed Promotional Activities under each category. 7. Budget Forecasts Following budget forecasts are made with assumptions being based on similar scale outlet’s performance within the FedEx Kinko’s chain of outlets. The total revenue for year 2004-2005 period for the entire FedEx Kinko’s chain is US$ 1,545 million, which yields an average annual turnover of US$ 1,103,571 per outlet (FedEx Annual Report 2005). However the high performing outlets in the FedEx Kinko’s chain of outlets have annual revenues in the range of US$ 1.5 billion while most outlets perform in the region of US$ 900,000 per annum. The FedEx Kinko’s chain’s overall operating profits for the past annum is US$ 61 million (FedEx Annual Report 2005). Table 2 - Budget Forecast for FedEx Kinko’s – Fermont , Orlando Particulars Year 2006 – 2007 Year 2007 -2008 Revenue 75,000.00 85,000.00 Direct Costs of Products and Services 52,500.00 59,500.00 Gross Profit 30,000.00 34,000.00 Overhead Costs (1 additional direct sales staff to be recruited for second year) 14,600.00 17,350.00 Marketing Costs (launch advertising costs to be eliminated in second year) 12,500.00 13,000.00 Total Costs 27,100.00 30,350.00 Net Operating Profit 2,900.00 3,650.00 Net Profit Margin 3.8% 4.3% 8. Conclusion Within this Marketing Plan for opening a FedEx Kinko’s outlet in Fermont , Orlando the areas of product and services being offered, the pricing strategies and structures and the target markets have been discussed. The distribution channels as well as the promotional plan provide the functional level with a guideline for executing the plan. Lastly the forecasted budgets on overall operations as well as breakdown of costs of the promotional plan are also provided. References: Annual Statistics: Total Active Business Entities. 2005. Florida State Department of Statistics. [online] Available at http://www.dos.state.fl.us/doc/corp_stat.html. [03/07/2006] About PostNet. 2006. PostNet.com. [online] Available at http://www.postnet.com/aboutpostnet.asp Armstrong, G. & Kotler, P. 2000, Marketing: An Introduction, 5th ed. Singapore: Person Education Inc, Belch, G. E. & Belch, M. A. 2004, Advertising & Promotion: An Integrated Marketing communication perspective. Illinois: Irwin. “Case Study on Commercial Document Services.” 2004. FedEx Kinko’s Office & Print Services. FedEx Annual Report (2005). [Online] Available at http://www.fedex.com/us/investorrelations/financialinfo/2005annualreport/?link=4. [03/07/2006] FedEx Kinko’s: Office & Print Services.2006. [online] Available at http://www.fedex.com/us/officeprint/commsols/solutions. [05.07.2006] School Matters. 2006. Standard & Poor’s. [online] Available at http://www.schoolmatters.com/app/search/q/stid=10/llid=118/locname=/ctyname=Orlando/zip=/dst=/adv=false/page=25/site=pes. [ 06/07/2006] Linton, I. & Morley, K. 1995, Integrated Marketing Communications. Oxford: .Butterworth-Heinemann Ltd. Moore H. F. & Canfield, B. R. 1977, Public Relations: Principles, Cases and Problems, 7th ed. Illinois:Irwin. Office Depot Company Information. 2006. Office Depot Website. Available at http://www.officedepot.com/renderStaticPage.do?file=/companyinfo/companyfacts/index.jsp&template=companyInfo&SID=qtLDoxiMWTwcZwpPVWRvZm9&odserver=www.officedepot.com Small Business Profile: Florida (2000) SBA Office of Advocacy. http://www.sba.gov/advo/stats/profiles/02fl.pdf#search=Statistics%20on%20Small%20Business%20sector%20in%20Florida Schultz, D. E. & Barnes, B. E. 2001, Strategic Brand Communication Campaigns, 5th ed, Illinois: NTC Business Books. Annexure 1 Table 3 - Total Active Business Entities Category No of Entities Domestic Profit Corporations 869,198 Domestic Nonprofit Corporations 123,526 Foreign Profit Corporations 51,155 Foreign Nonprofit Corporations 2,582 Limited Partnerships 24,180 Limited Liability Companies 326,317 Trademark/Service Mark Registrations 19,701 Designation of Agent (Alien) 5,631 Name Reservations 23 Miscellaneous Corporate Filings 2,557 General Partnerships 8,968 Limited Liability Partnerships 3,706 Source : Annual Statistics: Total Active Business Entities. 2005. Florida State Department of Statistics. Annexure II Table 4 - List of Individual Print/Copy and Signage Suppliers in Florida Braingraphix Design PrintANet Soo Hoo on paper Print On Demand.com Vue Graphics.com Sir Speedy RBA Print Communications PRINT-IT Plus... SASSY Designs, Inc Platinum Printers Power Images Pressex Print, Inc. Ken Reed Printing, Inc Paramount Printing Phazix Nittany NextGen Computers And Graphics NORELdigital BestPrintingOnline.com Monster Graphics MartinLitho Barnett & Murphy, Inc Custom Graphics Solutions LLC Lawton Printers Axess POD Book Manufacturing National Digital Graphics At Your Service ... New York Graphix Creative Ideas Performance Copying & Printing iPrint Digital Allied Graphics DOCUPRINT CORPORATION Avenida Acero Digital Graphics Printing, LLC Curb Designs, Inc TM Signs TruSynergies Annexure III Table 5 – Summary of Proposed Promotional Activities Category Proposed Activity Advertising A ½ page colour Newspaper Ad announcing the opening of the outlet in key newspapers in Florida State such as Florida Trend, Miami Today etc. Newspaper ads in Campus Newspapers such as Bekon, Eagle, & FAMUan 1 week of 30-second announcement spots in local radio stations targeted towards the youth. Digital Printed Billboard mounted on the Kinko’s Building (10 x 12 ft) Direct Marketing Direct Sales Promotion by two sales personnel to the corporate and business segments of the market Direct Mailer campaign targeting Orlando community plus a sales promotion. E-mail campaigns targeting corporate clients, small businesses as well as individuals as students and teachers. Sales Promotion 10% Discounting Coupons combined with the direct mailers, which will be timed with “back to school” and “holiday shopping” period. Lucky dips and draws to be held on monthly basis targeting students and individual customer segments. Public Relations Press conference marking the opening of the outlet Launching of “Clemont community” Tree planting campaign with local youth clubs Sponsorship of youth club events and other community related projects. Managing bi weekly publicity articles placed in Orlando newspapers with close association with media personnel. Annexure IV Proposed Activity Estimated Costs US$ Newspaper Ad announcing the opening of the outlet in key newspapers in Florida State such as Florida Trend, Miami Today etc. Newspaper ads in Campus Newspapers such as Bekon, Eagle, & FAMUan (US$ 100 per insertion in 5 papers x 5 months) 1 week of 30-second announcement spots in local radio stations targeted towards the youth. (US$ 200 x 50 spots) Digital Printed Billboard mounted on the Kinko’s Building (10 x 12 ft) 750.00 1,000.00 1,000.00 1,000.00 Direct Sales Promotion by a sales personnel to the corporate and business segments of the market (Salary within the overheads) Other associated costs only. Direct Mailer campaign targeting Orlando community plus a sales promotion. E-mail campaigns targeting corporate clients, small businesses as well as individuals as students and teachers. 1,000.00 500.00 250.00. 10% Discounting Coupons combined with the direct mailers, which will be timed with “back to school” and “holiday shopping” period. Lucky dips and draws to be held on monthly basis targeting students and individual customer segments. ($ 250 worth gifts x 12 months) 1,000.00 3,000.00 Press conference marking the opening of the outlet Launching of “Clemont community” Tree planting campaign with local youth clubs Sponsorship of youth club events and other community related projects. Managing bi weekly publicity articles placed in Orlando newspapers with close association with media personnel. (Cost of corporate gifts) 1,500.00 1,000.00 500.00 250.00 Total Promotional Plan costs 12,500.00 Marketing Plan FedEx Kinko’s Outlet Opening – Fermont, Orlando – Florida Submitted By July 2006 Table Of Content Content Page 1. Product / Service Information 01 2. Target Market 03 3. Competitor Analysis 07 4. Pricing Strategy 08 5. Channels of Distribution 09 6. Promotional Plan 10 7. Budget Forecast 13 8. Conclusion 14 Annexure I 16 Annexure II 17 Annexure III 18 Annexure IV 19 Read More