Marketing Strategy of Hcl in Laptops and Desktops in Hcl Infosystems Ltd

5/27/2018 Marketing Strategy of Hcl in Laptops and Desktops in Hcl Infosystems Ltd - slidepd...

http:///reader/full/marketing-strategy-of-hcl-in-laptops-and-desktops-in-hcl-in

PROJECT REPORT

ON

MARKETING STRATEGY OF HCL IN

LAPTOPS AND DESKTOPS IN HCL

INFOSYSTEMS LTD

SUBMITTED BY:

MS. PRIYANKA

REGISTRATION NO.:200602631

PROGRAM NAME: PGDBA MARKETING MANAGEMENT!

20"#$A PRAKASH MOHALLA EAST% OF KAILASH

NE& DELHI '11006(

SYMBIOSIS CENTRE FOR DISTANCE LEARNING

ENROLLMENT 2006

i



NO OBJECTION CERTIFICATE

This is to certify that M). P*+,-/- is permitted to use relevant

data/information of this theM-*/+ S*-, 4 HCL + L-55) -D)/5) + HCL I4),)7) L for his project in fulfillment of the

PGDBAProgram.

& 8+)9 9+7 - 9 );



DECLARATION BY THE LEARNER

This is to declare that I have carried out this project work myself in part

fulfillment of the PGDBA Program of SCD.

The work is original! has not "een copied from anywhere else and has not "een

su"mitted to any other #niversity/ Institute for any award of any

degree/diploma.

P-



CERTIFICATE OF SUPER>ISOR GUIDE!

Certified that the work incorporated in this Project $eport M-*/+

S*-, 4 HCL + L-55) - D)/5) + HCL I4),)7) L

su"mitted "y M). P*+,-/- is her original work and completed under my

supervision.

%aterial o"tained from other sources has "een duly acknowledged in the

Project $eport

D-: M*. G-;-7 K;7-*

P-



ACKNO&LEDGEMENT

I would like to e&press my gratitude and appreciation towards my friends working in

'odafone India td. ('odafone l) and for providing me information 'odafone to

complete the project.

I owe immensely for the minute help that was forwarded to me "y M*. G-;-7

K;7-*% = M-*/ M--* + HCL I4),)7) L. #nder whom I worked

there. *e supported me incredi"ly and guided me with suggestions and pro"ation+s

fort the "etterment of my accomplished work.

It has "een of great learning to "e on the jo",training and doing the project

simultaneously! which enriched my knowledge and developed my outlook for

"ecoming a "etter professional. -nticipating with conviction that I had "een of somehelp to them. I look forward with hope to work for this organiation.

astly! I would like to acknowledge my friends my "atch mates for their generous

co,operation and assistance in carrying out this project and all those peoples who

helped me in the preparation of this project. 0ithout you! there would not "e this

project.

MS. PRIYANKA

REGISTRATION NO.: 200602631

v



TABLE OF CONTENTS

S.N. T5+< P-). N

1. Introduction 1,22

3. 4"jectives and Scope 25,26

7. imitations 28

9. Theoretical Perspective 2:,81

2. %ethodology Procedure of 0ork 83,89

5. -nalysis of Data 82,:9

6. ;indings Inferences and $ecommendations :2,:6

8. Conclusion :8,::

:. Summary of the Project $eport 1



INTRODUCTION

Indian! the world+s largest democracy with world+s second highest population after

China and 6thlargest area is also one of the fastest growing economies in the world.

India+s richness and diversity of culture! geographic and climatic conditions! natural

and mineral resources are matched only "y few other countries of the world.

4ne of the India+s important assets is its vast reservoir of skilled manpower. India+s

known strength in software and IT and tremendous e,commerce potential ensure a

progressive up trend in growth of the Indian economy. India+s Telecom sector is the

5thlargest network in world.

The IT Industry in India is in its nascent stages and thus re@uiring more of regulatory

intervention "y the =overnment for proper and holistic development of the industry sothat Indian society can gain from the "enefits of the technology thus limiting the pace

of =lo"aliation and giving the Indian players a chance to develop capa"ilities to

compete with international players when the Industry will "e more e&posed to direct

International competition at the more advanced stage of this integration process .This

will lead to more of intrinsic or organic growth.

In the middle stages of the glo"aliation process of the Indian IT Industry and its

Integration with the rest of the world Industry shakeout will "e imminent and onlythose companies can survive which can compete intentionally therefore it is

important for the companies to develop in house capa"ilities in terms of marketing

and Asta"lishing strong $D "ase and to cater to the niche markets.

-s will "e o"vious from the technology life cycle! outlined elsewhere! that in certain

areas the learning curve is just too great for the Indian companies at this stage of

development and some technology options are ena"lers to faster growth in the other

segments! hence a healthy mi& of li"eraliation and regulation is needed to faster

achievement of the stated o"jectives.

IT is also imperative to see that! as with other countries! India also has limited

resources though the sie of those resources vary countries allocation of scarce

$esources (Capital! la"our etc.) gains significance and various Industries will have to

compete for those resources. It is important for the industry to realise that India can

not "e a market leader in all areas within IT domain. Therefore it will have to identify

its competencies and to generate synergies "y collating its strengths to take advantage

of the opportunities availa"le to it and to overcome weaknesses "y alleviating threats

1



posed to it. Due to the very dynamic nature of the IT industry this posses an additional

challenge as newer technologies have the capa"ility to from newer industries and to

erode competitive advantage of the well esta"lished industries. This can see from the

point of view of eminent convergence of Computer and software! Consumer

Alectronics and Communication industries.

Despite the shift towards more market, oriented economic strategies! there is a

Continuing need for state policy to play the role of a nurturer of high technology

Industries in many countries. This is especially true of the information technology

(IT) industry! characteried "y rapid technological change! necessity of economies of

scale! research inputs! and the constant upgrading of skills.

This project e&amines the impact of state policy li"eraliation and glo"alisation on

India+s IT firms! and the means "y which they are responding to policy changes in the

1::



INDIAN HARD&ARE INDUSTRY

The Indian IT and electronic market in 3

the right incentive! India+s electronic hardware industry has the

Potential to reach #S 53 "illion "y 3domestic market accounting for #S 76 "illion and e&port of #S 32 "illion. The

major e&port opportunities would "e in the area of innovative new products! contract

manufacturing and design services. This shows that there are large opportunities for

Indian companies to increase their strength and grave these opportunities for future

growth. *C infosystems limited is one of those companies which are working to

increase their network marketing innovative product.

*C Infosystems td. Is currently engaged in selling manufactured hardware (like

PC+S! servers! monitors and peripherals) to institutional clients as well as retail

channel partners. Feside! it offers hardware support services to e&isting clients

through annual maintenance contracts! net work consulting and facilities

management.

In 3


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constituted 5



information technology) estimate that the desktop PC market grossed 16.1 lakh units

in the first half of fiscal 3

manufacturing and government. Consumption also increased in non,traditional sectors

such as a education! retail outlets and self,employed professionals.

In future! *C+s hardware sales to the institutional segments are likely to remain

sta"le! with sustained hardware spending "y all the verticals! especially the "anking

and financial serves sector. Fesides! in retail hardware sales! a continued reduction of

price points! facilitated in part "y the recent reduction in e&cise duties on PCs! is

likely to reduce the price advantage of the small assem"lers! and augur well for

"randed PC manufacturing like *C. In the medium term! *C+s margins! despite its

sales ta& advantage! may "e affected "y the likely removal of duty protection on

manufactured PCs from the year 3



leader in "randed PC *C infosystems also "ecame 1 Fillion Dollar Company in

april 3



TOTAL MARKET SI@EJ This refers to the annual "usiness volume in currency or

in num"er of transactions

MARKET GRO&TH RATEJ This refers to the Compounded -nnualied =rowth

$ate (C-=$) taken over a period of 7 to 2 years

MARKET SHARE:The "reak up of market share in E terms! to help identify the

top players! the middle and the LminnowsL of the marketplace! "ased on the volume of

"usiness conducted

MARKET SEGMENTATIONJ 0hat are the key factors that determine the market!

is it price! is it @uality! is it speed of service! is it ease of maintenance! no. of points of

distri"ution! etc. e.g. "y mapping on @uality and price parameters! it is possi"le to

identify on a M, plane as to which are the spaces which are crowded "y service

providers and which are the relatively empty spots. This understanding helps plan for

entry "arriers

KEY PLAYERSJ 0ho are the top players in each identifia"le segment of the market.

-re they providing premium @uality! or premium service or price advantage. This

helps identify possi"le future target segments

S&OT ANALYSISJ It is critical to identify the main Strengths of top players as well

as 0eaknesses / -reas of Improvement to com"at the onslaught in a marketing

warfare and help prepare accordingly. Strength and weakness include "rand e@uity!

geographic presence! strong management / leadership! technological edge! patent /

copyrights! etc.

It is e@ually important to identify emerging 4pportunities which could make the

market grow faster / larger or ac@uire "usiness more easily. Similarly! are there Threat

factors that could reduce the total market sie. These could "e due to regulatory

guidelines! changes in fashion trends! consumer preference! macro economic events

like currency crisis! import / e&port! war! natural calamity! demographic shift! etc.

BUSINESS CONTINUITY PLAN:0hile planning for market share analysis! it is

important to plan for the worst! i.e. how to ensure continuity of the going concern in

the event of a calamity. Companies which have effective Plan F usually sustain

shocks "etter and ensure achievement of targeted market share.

TARGET MARKET SHAREJ Fased on the a"ove analysis! it is possi"le to arrive at

the overall market sie for the assessment period! and there"y decide on the volume of

"usiness any one firm targets to achieve during the period. This helps determine the

6



firmKs targeted market share. This also help "udget for strategic activities like

"udgeting for $D! sales promotion! marketing! raining! etc.

%arket Share -nalysis shows customers as a percentage of the neigh"orhood they are

a part of! and is completed together with Customer %apping.

C;)7* M-55+

Customer mapping shows organiations which neigh"orhoods and markets they are

serving with their products. The results of customer mapping can often "e surprising

and show trends that were otherwise unknown.

In the e&ample "elow! the "usiness owner e&pected to see many customers in the

south! however was @uite surprised to find the high num"er of customers in the north

as well. This changed his whole marketing focus.

In addition! customer mapping can "e applied not only to an entire client data"ase! "ut

also to selected kinds of customers such asJ

Those who have "ought certain products! or certain services

Those whose purchases e&ceed a specified amount

To gain the greatest value from Customer mapping! it can "e com"ined with market

share analysis to reveal the strongest areas that are "eing reached! and those that are not

"eing reached.

MARKETING SHARE OF HCL IN LAPTOPS AND DESKTOPS

0ith the falling price of note"ook PC+s and increasing culture of mo"ility! the market

witnessed a significant shift of consumer demand! with commercial desktops

customers opting for note"ooks PC+s instead!H said %r Piyush Pushkal! manager PC

$esearch! IDC India.

In the overall PC markets raking that include note"ooks and desktops! *P continues

to retain the top slot with a market share of 31E ! followed "y *C at 19E and

enovo at :E in items of unit shipments.

In the desktops PC market also the first three places were taken up "y *P! *C and

enovo respectively.

In the commercial desktops PC shipments! *C and *P jointly shared the top

position in 3



4n the other hand! the desktop PC prices that rose "y 7E year,on,year! reported a

12E growth. The Indian PC market crossed 2 million shipments registering a32E

annual growth in unit shipments during 3

segment grossed sales of 8

176E se@uential growth. ;actors contri"uting to this e&plosive growth are new

technology features! enhanced performance product dura"ility and post,sales services.

enith registered a volume growth of 72



laptop market is e&pected to show an e&ponential growth in the years to come.

aptops are growing "y 1

BAC in the Indian market. During his visit to India is 4cto"er 3



&+*)) -;

Common "randing and rationaliation helped the *C duo clarify their focus! even ashandsets continued to dominate revenues.

=roup *C went "ack to its roots in 3



predicta"ility in its revenue stream. The de,risking e&ercise was also undertaken in

terms of service line and geography concentration as the revenue mi& was gradually

shifted away from IT services and the dependence on the #S come down.

In the 7< year of *C+s operations! the group+s "randing e&ercise helped "ring "ack a

"it of the old glory and pride due to a founding mem"er of the IT industry . Bow! it

needs to leverage that common "rand and e@uity to scale up! synergie "etter! and

convince the stock markets too.

HCL D)/5) M--7 S48-*

F*



$emote administration of desktops ena"les easier! efficient configuration and

updation!

Diagnosis and trou"leshooting of multiple desktops on a network.

The features include remote shut down! remote re"oot! wake,on,lan and file transfers!

all of which com"ine to form an effective remote administration package!

Impregna"le Security Protect your desktops from unauthoried users and prevent

valua"le data from "eing stolen using secure features such as password for power on

and setup! and I/4 port control.

The chassis intrusion detection features displays the status of the systems chassis for

tighter control over your systems resources. Comprehensive -ssets %anagement

Reep track of the various components in your PC with the comprehensive -ssets

%anagement feature. This tool records and fetches information relating to PC

hardware and software N from the %other"oard! Processor ! %emory! *ard Disk

Drive !Betwork card !%ultimedia devices! and Ports to the operating Systems loaded!

Installed Software !FI4S details ! D%I and 0%I details. Bow! you can easily track

and manage network PC+s from a central location. This saves an administrator effort

in identifying which network PC+s need to "e upgraded. -t the same time! it reduces

time spent on checking each client PC.

INTRODUCTION OF THE COMPANY

HCL I4*7-+ S,)7)

*C Info systems td. (*C Insys) is IndiaKs premier information technology

company. 0ith its in,depth e&pertise in developing solutions spanning diverse

technologies! *C Insys aims to propel its course on to the high,growth path of KTotal

Technology IntegrationK. everaging its e&pertise in total technology solutions and

services! *C Insys offers value,added services in key areas such as S-P

implementation! software applications! networking consultancy and management and

a range of support services.

To capture the two ends of the market spectrum , enterprise solutions and PCs , *C

Insys has made significant strategic infrastructural investments in the Professional

Services 4rganisation (PS4)! the Support Services 4rganisation (SS4) and in its

manufacturing plants at Boida and Pondicherry. The approach is to view hardware as

one of the key components of the total solution. The "uild,up of the services "usiness

17



("oth of PS4 and SS4) would ena"le *C Insys to offer complete solutions and will

also raise manufacturing volumes to internationally competitive levels.

Asta"lished in 1::9! *C InsysK PS4 provides single,window enterprise solutions in

key vertical segments of telecommunications! manufacturing! finance "anking!

government! utilities and transportation. Spearheading *C InsysK thrust on software

e&ports! the PS4Ks infrastructure comprises a taskforce of 5



The ;rontline division of *C Insys markets national and international "rands of

computer systems (including Toshi"a aptops) and peripherals within the country.

0ith its e&tensive network of 8



;ollowing the governmentKs decision to open up the distri"ution of Internet services to

the private sector! *C Insys! under a new initiative called 000.40 provides a

complete range of solutions for the Internet. These services include setting up of

infrastructure for ISPs! solutions for cy"ercafes! information kiosks! Bet,on,T'!

corporate Intranet and e&tranet ('PBs)! infrastructure for smart cities and a set of

management services such as facilities management! network management etc.

0ith an enlarged "usiness focus! *C Insys has strengthened its multiple strategic

alliances with specialists to include world leaders such as Intel for PC and PC Servers

%icrosoft! Bovell and SC4 for operating systems and software solutions Toshi"a

Corp. for "usiness automation e@uipment S-P -= for specialist A$P solutions and

4racle! Sy"ase and Informi& for $DF%S platform. Indeed! a vision to create

enterprises of tomorrow.

TIMELINE

1$"6

*industan Computers imited (*C) F4$B.

1$""

Distri"ution alliance formed with Toshi"a for copiers.

1$"

*C successfully Ships in,house designed micro,computer at the same time as -pple.

The Indian computer industry is "orn.

1$0

*C introduces "it sliced! 15,"it processor "ased micro,computer.

1$3

Indigenously develops an $DF%S! a Betworking 4S and a Client server architecture!

at the same time as glo"al IT peers.

1$6

*C! "ecomes the largest IT Company in India.

1$

*C introduces fine grained multi,processor #ni&,7 years ahead of GSunH and G*PH.

1$$0

Data >uest marks *C Bo.1 amongst top the computer giants.

1$$1

*C td. and *ewlett Packard! #S-! partner to form *C,*ewlett Packard td.

' develops multi,processor #ni& for *P,heralds *C!s entry into contract $D.

15



1$$

Distri"ution alliances formed with Aricsson Switches and Bokia Cell phones.

1$$"

*C Infosystems is formed.

*C!s $D spun,off as *C Technologies,marks advent into software services.

' with Perot Systems! stake divested in 3



' with BAC! apan.

*C sets up first power PC architecture design centre outside of IF%.

Completes "uy,out of 's with Deutsche Fank and Fritish Telecom+s -P44

Contact Centre.

*C integrates all group employees under hcl. In domain.

Sets a dedicated 4ffshore Design centre for leading Tier,1 -erospace supplier!

*amilton Sundstrand.

*C Infosystems launches su" $s.1

"ridge the digital divide

2006

*C Info systems in partnership with Toshi"a e&pands its retail presence in india "y

62! Channel,3



In early 3



advertisement was phenomenal.

, *C develops special program generators to speed up the development of

applications

1$(

, Fank trade unions allow computerisation in "anks . *owever ! a computer can

only run one application such as Savings Fank! Current account ! oans etc.

, *C sets up core team to develop the re@uired software , -P% ( -dvanced

edger Posting %achines ) . The team uses reusa"le code to reduce development

efforts and produce more relia"le code . -P% "ecomes the largest selling

software product in Indian "anks

, *C designs and launches #ni&, "ased computers and IF% PC clones

, *C promotes 7rd party PC applications nationally

1$6

, onal offices of "anks and general insurance companies adopt computeriation

, Purchase specifications demand the availa"ility of $DF%S products on the

supplied solution (#nify! 4racle). *C arranges for such products to "e ported

to its platform.

, *C assists customers to migrate from flat,file "ased systems to $DF%S

1$$1

, *C enters into a joint venture with *ewlett Packard

, *P assists *C to introduce new servicesJ Systems Integration! IT consulting!

packaged support services ( "asicline! teamline )

, *C esta"lishes a $esponse Centre for *P products! which is connected to the

*P $esponse Centre in Singapore.

, There is a vertical segment focus on Telecom! %anufacturing and ;inancial

Services

2000, *C ac@uires and e&ecutes the first offshore project from IF% Thailand

, *C sets up core group to define software development methodologies

2001

, Starts e&ecution of Information System Planning projects

, A&ecution projects for =ermany and -ustralia

, Fegins *elp desk services

2002 , Sets up the STP ( Software Technology Park ) at Chennai to e&ecute software

3



projects for international customers

, Fecomes national integration partner for S-P

2003

, Rolkata and Boida STPs set up

, *C "uys "ack *P stake in *C *ewlett Packard

2002 , Chennai and Coim"atore development facilities get IS4 :

,*C Infosystems Sun %icrosystems enters into a Anterprise Distri"ution

-greement

, $ealigns "usinesses! increasing focus on domestic IT! Communications

Imaging products! solutions related services

200$

, Fecame the first vendor to register sales of 2

, ;irst Indian company to "e numero uno in the commercial PC market

, Anters into partnership with -%D

, aunched *ome PC for $s 1:!:::

, *C InfosystemsK Info Structure Services Division received IS4 :



2010

, 1st to announce PC price cut in India! post duty reduction! offers Aee"ee at

$s. 16:: Customer Satisfaction -udit rates *C as Bo.1 Frand in

Desktop PCs

, %aintains Bo.1 position in the Desktop PC segment for year 3



PROFILE OF THE ORGANISATION

ABOUT HCL

In the early 6



power !ministry of education! health and national development! telecom authority of

Singapore and penang state govt.

*C Infosystems+ chosen platform of total technology integration lends itself to some

very signigicant alliances with the glo"al leaders. -mong its partner are *P for high

end -ISCA/#BIM service and workstation and *P open view network management

solution Intel for PC server "uilding "locks %icrosoft! novell and SC4 -=

solutions $ed hat inu& Samsung Pivota for C$% solution and 4$-CA Sy"ase

and Informi& for $DF%S platform.

*C FP4 Services provides a comprehensive range of 'oice/0e" "ase Contact and

;ront 4ffice Services that span Collections! Sales %arketing! Technical *elp Desk

and Customer Care. It represents *C Technologies+ most significant strategic

"usiness e&tension and investment to date. *C FP4 Services currently operates out

of various locations in India! %alaysia and Borthern Ireland.

In 3



H+9+9) 4* 9 ,-* INR!

$evenue at R). 6033.6



to what we did with $emote Infrastructure %anagement ($I%). This com"ined with

our dominant leadership in winning and e&ecuting large transformational multi,

million dollar deals! puts us in a uni@ue position in the industry.H

*C Infosystems td is one of the pioneers in the Indian IT market! with its origins in

1:65. ;or over @uarter of a century! we have developed and

implemented solutions for multiple market segments! across a range of

technologies in India. 0e have "een in the forefront in introducing new

technologies and solutions. The highlights of the *C saga are

summarised "elowJ

HCL INFOSYSTEMS LTD.

*C Infosystems is IndiaKs premier information ena"ling company. everaging its 38

years of e&pertise in total technology solutions! *C Infosystems offers value,added

services in key areas such as system integration! networking consultancy and a wide

range of support services.

*C Infosystems is among the leading players in all the segments comprising

the domestic IT products! solutions and related services! which includes PCs!

servers! networking products! imaging communication products.

Continuously meeting the ever increasing customer e&pectations and

applications! its focus on integrated enterprise solutions has strengthened the

*C InfosystemsK capa"ilities in supporting installation types ranging from

single to large! multi,location! multi,vendor multi,platform spread across

India. *C Infosystems! today has a direct support force of over 200

mem"ers! is operational at 300 locations across the country and is the

largest such human resource of its kind in the IT "usiness. - majority of the

team mem"ers have "een specially trained in a variety of supporting

solutions! the companyKs key focus area.

*C InfosystemsK manufacturing facilities are ISO $001 ' 200 ISO 1001

certified and adhere to stringent @uality standards and glo"al processes. 0ith

the largest installed PC "ase in the country! four indigenously developed and

manufactured PC "rands , KInfinitiK! KFusy"eeK KFeanstalkK and KAee"eeK , and

its ro"ust manufacturing facilities *C Infosystems aims to further leverage

its dominance in the PC market. It has "een consistently rated as Top playerin PC industry "y IDC .The KInfinitiK line of "usiness computing products is

35



incorporated with leading edge products from world leaders such as Intel. -

fully integrated and "usiness,ready family of servers and workstations! the

KInfiniti =lo"al ineK is targeted at medium and large companies to help them

to manage their enterprise,related applications. It has considera"le

dominance in verticals like ;inance! =overnment! and Aducation

$esearch.

The Channel Fusiness of *C Infosystems has an e&tensive network of over

2(00resellers across 300locations. It has actively promoted the penetration

of PCs in the home and the small office/home office (S4*4) segments!

through Feanstalk! Aee"ee Fusy"ee PCs and Toshi"a aptops.

*C Infosystems has two focused "usiness units. 0hile *C Infosystems

concentrates on the IT products! solutions and related services "usiness! *C

InfiBet focuses on the rapidly growing communication and imaging

products! solutions and services industry.

*C InfiBet! with a presence in more that 72 cities! has the a"ility to service

around 32< cities in its catchment area. It provides corporate networking

services like 'irtual Private Betwork! Froad"and Internet -ccess! *osting

Co,location services! designing deploying Disaster $ecovery Solutions

Fusiness Continuity solution! -pplication Services! %anaged Security

Services B4C Services over its state,of,the,art IP network to over 3



-s a leading information ena"ler! *C Infosystems has long standing

relationships with world technology leaders such as S#B for enterprise

computing solutions! Intel and -%D for PCs PC Servers %icrosoft!

Bovell and SC4 for operating systems and software solutions Toshi"a Corp.for "usiness automation e@uipment S-P -= for specialist A$P solutions

and 4racle! Sy"ase and Informi& for $DF%S platform! A%C! 'eritas for

storage solutions. The aim is to straddle the entire landscape of information

ena"ling technology far more comprehensively! effectively and

competitively. Indeed! a vision to create enterprises of tomorrow.

PRODUCTS AND SER>ICE GALLERY

OF HCL

HC InfosystemsK portfolio of products covers the entire spectrum of the information

technology needs of its customers.

Fy virtue of the immense diversity of markets and customers that it addresses!

*C InfosystemsK products offerings include everything from high end

enterprise level servers for mission critical applications to multimedia home

computers.

ou may "e a large multi,location company e&ploring solutions to e,ena"le

your organiation or you may "e a new "orn rising star looking for someone

for IT Planning or setting up your IT Infrastructure! *C Infosystems has a

solution tailor,made for you.

HC InfosystemsK portfolio of products covers the entire spectrum of the

information technology needs of its customers.

Fy virtue of the immense diversity of markets and customers that it addresses!

*C InfosystemsK products offerings include everything from high end

enterprise level servers for mission critical applications to multimedia home

computers.

ou may "e a large multi,location company e&ploring solutions to e,ena"le

your organiation or you may "e a new "orn rising star looking for someone

for IT Planning or setting up your IT Infrastructure! *C Infosystems has a

solution tailor,made for you.

38



PRODUCTS SOLUTIONS

DESKTOPS NOTEBOOKS

U Fusiness PCs

U *ome PCs

U *C leaptops

I &ORKSTATIONS

U Infiniti Challenger 0orkstations

U S#B 0orkstations

AMD &ORKSTATIONS

U Infiniti Mcel ine 33



>ISION AND MISSION

OF

HCL INFOSYSTEMS

>ISION STATEMENT LTogether we create the enterprises of tomorrowL

MISSION STATEMENT

LTo provide world,class information technology solutions and services to ena"le our

customers to serve their customers "etterL

BUSINESS PROFILE OF HCL:

''OUR MANAGEMENT OBJECTI>ES

To fuel initiative and foster activity "y allowing individuals freedom of action

and innovation in attaining defined o"jectives.

''OUR PEOPLE OBJECTI>ES

To help people in *C Infosystems td. share in the companyKs successes!

which they make possi"le to provide jo" security "ased on their performance

to recognie their individual achievements and help them gain a sense of

satisfaction and accomplishment from their work.

0e shall uphold the dignity of the individual

0e shall honor all commitments

0e shall "e committed to >uality! Innovation and =rowth inevery endeavor

0e shall "e responsi"le corporate citiens

7



SER>ICES

0ith a resource pool of over 3



which cover either legacy technologies or even the current e,"usiness frameworks!

ena"ling you to seamlessly integrate the two. Their e&posure to multiple technologies

ensures that your e&isting IT investments are protected and leveraged appropriately.

Their e&posure to various facets of the e&tended supply chain ensures that you can

effectively e&ploit the net as a medium to improve procurement! sales! and internal

organisational processes.

;or some of the commonly used "usiness processes! they have developed solution

frameworks! which reduce the implementation timeframes and costs! ena"ling you to

realise early "enefits.

They have partnerships with leading packaged software providers in the areas of A$P!

C$% and supply chain management! ena"ling them to deploy skilled consultants for

implementing solutions! which improve your value chain. Their Froad vision

partnership ena"les them to use proven solution frameworks for various verticals and

@uickly implement comple& solutions.

They "elieve that internal IT systems collate significant data a"out customers and

internal costs. Their data warehousing solution framework and methodology ena"les

them to provide solutions! which allow you to analyse your legacy data! giving you a

"etter understanding of your customers and costs. This ena"les you to develop

focused marketing strategies and effective cost cutting measures. In the competitive

age! it is essential to attract new customers and retain the e&isting ones through "etter

customer service. They have provided innovative workflow "ased solutions to several

customers! su"stantially reducing the processing time for applications such as loan

approvals! processing of ta& returns! applications for trademark registration etc.

A+-



HCL A--:

HCL I4),)7) ( *CI) draws itKs strength from 36 years of e&perience in

handling the ever changing IT scenario ! strong customer relationships ! a"ility to

provide the cutting edge technology at "est,value,for,money and on top of it ! an

e&cellent service support infrastructure .

Today *CI is countryKs premier information ena"ling company . It offers one,stop,

shop convenience to its diverse customers having an e@ually diverse set of

re@uirements. Fe it a large multi,location enterprise! or a small/medium enterprise! or

a small office or a home! *CI has a product range! sales support capa"ility to

service the needs of the customer.

ast 36 years apart from knowledge e&perience have also given them continuity in

relationship with the customers! there"y increasing the customer confidence in them.

Their strengths can "e summaried asJ

-"ility to understand customerKs "usiness and offer right technology

ong standing relationship with customers

Pan India support service infrastructure

Fest,vale,for,money offerings

T



CountryKs first Desktop PC , Fusy Fee in 1:82

CountryKs first "randed home PC , Feanstalk in 1::2

CountryKs first Pentium 9 "ased PC at su" 9uality standards that

helped them effectively tie >uality with Fusiness =oals! leading to customer andemployee satisfaction.

UALITY AT HCL INFOSYSTEMS LTD

The history of structured @uality implementation in *C Infosystems "egan in the

late 1:8C tools

and ;ailure $eporting and Corrective -ctive Systems (;$-C-S). They also

employed concurrent engineering practices including design reviews! and rigorous

relia"ility tests to uncover latent design defects.In the early :



commitment "y an organiation to improve "ut more importantly! the individualKs

need towards "etter @uality in his personal life.

#nder their >uality Aducation System program! they train their employees on the

"asic concepts and tools of @uality. - num"er of improvement projects have "een

undertaken "y their employees! where"y process deficiencies and "ottlenecks are

identified! and Corrective -ction Projects (C-Ps) are undertaken. This reduces defect

rates and improves cycle times in various processes! including personal @uality.

They have received MAIT) L II *



Information Strategy Planning

Transition %anagement VStrategic/TechnicalW

Solution Integration

I4*7-+ S*-, P-+ ISP!:Information Systems Planning (ISP) helps IS integrate with the "usiness. 0hile IS o

needs to "e an integrated resource within the organisation contri"uting to the

organisationKs core competencies resulting in sustaina"le competitive advantage! IS

planning is not a one,off or occasional event! "ut a continuous sustained process! as

organisations plan and re,plan and respond to changes in the "usiness environment.

-nd nothing can descri"e the volatility of this environment "etter than the current

Internet age. ISP helps "y defining what the "usiness is a"out! what is its strategy and

purpose! identifying what IS one has and if it is effective and meeting the "usiness

needs! finding out e&isting technological opportunities and how it can support the

"usiness. ISP also helps identifying what information systems are needed! when they

are needed and how will they "e implemented.

0ith decades of e&perience in the IT industry! *C "rings in a wealth of e&perience

to the ta"le to address this. *C has helped large corporations spread across the world

in various ISP projects. The solutions encompass "oth S%As and large

organisations across various industries and domains.

Their ISP offerings includeJ

S*-+< P-+

-ssess organisation %ission! o"jectives strategies

-ssess "usiness and competitive environment

-ssess technology environment

I4*7-+ R;+*7) - T



S98 C-))

F* - -+ I);*-



F* - -+ B-/ + M--,)+-

This ISP was for a large Fank in %alaysia. The scope involved recommending

strategies for achieving competitive advantages provided "y information technology

to drive the "usiness! link information technology and systems planning to the

strategic goals of the organisation and recommending a road,map for implementation

and drawing a "lue,print for IT investment for future! evaluating various technology

alternatives and recommend the suita"le solution that met the re@uirements with

minimal total cost of ownership.

S+-5* M-)) R-5+ T*-)5*

This project was for Singapore %ass $apid Transport and involved study of e&isting

operations and recommending process innovation.

T*-)++ 7--7 )*-+<



companies! ISPs etc. Bever "efore have organisations faced a period of such

e&plosive! revolutionary change in how "usiness is "eing conducted each day and

they can do IT for you.

S;+) +*-+:

0hether itKs putting a few applications together on a small network or make different

applications on various platforms integrate with one another! the jo" could "e @uite

challenging. 0ith the advent of the new e,economy ! the daunting task of just getting

it together within the organisation is not enough and these applications need to "e

integrated with "oth custom "uilt and off,the shelf we","ased and legacy applications.

0ith years of IT e&perience "ehind it! and a wide spectrum of availa"le services in

"oth hardware and software! *C can help organisations meet these challenges with

the most efficient and cost,effective manner. They can assist organisations in the area

of consulting! software development! networking! implementation! support training!

facilities management and help desk services. 4ver the years they have helped "oth

their international and domestic clients in very large SI projects (some of them with

2< to 1



7rd Party for specific skills

Industry consultants

D+*, 4 M;+5 S*+



processes! and state,of ,the,art software factories ensure that the customer gets the

"est solutions in a cost,effective! timely manner first time every time.

Software Services

A,commerce Services Platforms

4perate and Support

S48-* S*+



Infrastructure Development

%aintenance Filling and Customer Care Solutions

93



P-4*7):

0ith over two decades of presence in this industry! they have a wealth of skills!

which address most of the technologies and platforms "oth past and current! with an

eye on the future. Their e&cellent resourcing and ramp,up capa"ilities ensure the

availa"ility of scarce skills as and when re@uired and have proven over the years to

match "oth in terms of @uality and @uantity.

O5*- - S;55*:

0ith over two decades of presence in the IT industry! and "eing IndiaKs argest IT

conglomerate! they have time,tested proven processes to implement! operate and

manage large and complicated systems across various hardware and software

platforms. This e&pertise is not only used in,house to meets itKs internal re@uirements

"ut is also offered as a service to various glo"al clients. Their glo"al presence also

gives their clients the confidence and comfort few companies can match. 4ver the

years they have operated and supported systems of siea"le magnitude for clients

across various industry verticals such as "anking insurance! telecom!

manufacturing! government and services. They also have a dedicated team for

addressing ;acilities %anagement re@uirements of various clients .Their IS4,:



strategically across the country! is designed to take advantage of the high productivity

and scala"ility as well as the relatively lower cost of software development in India.

These software factories are all linked "y high,speed satellite and terrestrial

communication facilities with *C offices and clients across the world.

4ffshore %odel is supported "y the Software ;actory in India allowing the Client to

take advantage of the cost and productivity "enefits offered in India.

B4+):

The 4ffshore methodology offers a distinct competitive advantage and has the

following "enefitsJ

$apidly "uild skills that are otherwise difficult to o"tain from the market

Affectively handle variations in workload ("y scaling or descaling resources)

#se multi,platform skilled resources (for marrying technologies)

Provide "enefits of *CKs esta"lished and proven IT practices X ower unit

costs with "igger capacities

$educe risk of project overruns! occurring due to attrition shortage of

skilled persons

Client can free (and motivate) in,house resources for new opportunities and

work in "usiness critical areas.

THE TYPES OF PROJECTS &HICH CAN BE EECUTED HO& THEY

ARE ACCOMPLISHED BY HCL INFOSYSTEM % IS GI>EN!

T,5) 4 P*



&9, 9, );



services can help people and companies address their pro"lems and challenges! and

realie their possi"ilities! aspirations and dreams.

Aven in the poor economic conditions of 3



HCL = A&ARDS GALLERY

R



98



T9



OBJECTI>ES AND SCOPE

RESEARCH OBJECTI>E

To study the *C IB;4SSTA%S

To e&amine the development if the hardware market in India.

To study the *ardware market in indi

To study the market share of *C in the market.

To study the marketing strategies currently adopted "y *C Infosystems

services India private limited.

To critically analye the marketing strategy in this highly competitive Indian

scenario and also its competitive product portfolio. To study the various factors that affect decision make and decision making

strategies in *C.

To come to a conclusion a"out the decision making strategies in *C.

This study attempts an in,depth analysis of reengineering human resource

practices. To study of the process of re, engineering specific to *uman

$esources practices in software organiations.

To achieve the o"jective of the research work! 9 organisations have taken into

consideration and these are C%C! T-T- Infotech! *C Infosystems and

*ughes Software systems. -ll are software organiation.

SCOPE OF THE STUDY

The following are the limitations of the studyJ

The sample sie was small and hence the results can have a degree of variation.

The response of the employees in giving information was lukewarm.

4rganiation+s resistance to share the internal information.

>uestionnaire is su"jected to errors.

The topic of the project is G%arketing share of *C in desktop and laptopH. Since IT

itself is very vast area! my project will focus to a particular segment i.e. hardware

industry. %y project will cover following area as! which are the major players in

hardware industry (*C! IF%! *P and =$- %-$RAT). 0hat are the entry "arriers

for entering this industry! what are the e&iting "arriersO 0hat opportunities! as well as

threats! these players have to face.

2



PROBLEMS OF THE ORGANI@ATION

This study is very significant to the company as well as its customers. It helps the

company in knowing the reasons for not using G%A Gin comparison to other computer

laptop. 0ith the help of the current project study the company will "e a"le to find out themain areas where it is lacking in the market and can find out what are the areas where the

company holds a very strong position in the market. Company will "e a"le to judge its

position in the competitive market scenario "y this project.

21



LIMITATIONS

L+7+-+) 4 9 R)-*



THEORETICAL PERSPECTI>E

MARKET STRATEGIES OF HCL IN LAPTOPS AND DESKTOPS

%r. Paul added! L-s part of our strategy to sustain the num"er one slot! we plan to

introduce new products that have "een designed "earing the customer needs in mind.

0e hold numerous user meets across the country every year to get customer feed"ack

and these new launches are a result of this painstaking! yet rewarding e&ercise!L

*C Infosys! a technology integrator! offers its customers technology solutions across

multiple platforms. This is as a result of its e&pertise in developing state,of,the,art

indigenous enterprise solutions understanding of the networking technology its

design capa"ilities in product engineering integrating diverse hardware components

and its access to specialied technology for turnkey projects through partnerships withvarious world class players. 0ith a definite and distinct focus on enterprise solutions

and personal computers! *C Info systems (*C Infosys) has direct customer service

centers at 197 locations! 5 software e&port factories and a state,of,the,art

manufacturing facility.

*C Infosys has five overseas "usiness entities in #S! #R! -ustralia! Singapore and

%alaysia. *C Infosys manufacturing process are IS4 :



garnering a dou"le digit market share in the laptop segment in India in the ne&t 18

months!H =eorge Paul! e&ecutive vice president! %arketing *C Info systems said.

Due to the escalating dollar value! the price difference "etween a desktop and laptop

has gone up from a"out $s 1

of its PC sales! while the rest is "eing contri"uted "y the enterprise segment. 0ithin

the enterprise market! 7< per cent of its sales come from government and another 7E IN THE FIELD OF EDUCATION

HCL) E;



HCL) J O*+ T*-++ P**-7 + IT I4*-)*;



companyKs telemarketing contact channel! which was responsi"le for nearly 7



4nce a future segmentation and contact strategy was developed! eoyalty used the

collected historical campaign performance data to test the pro"a"le effectiveness of

the recommendations. - simulation model was used to predict response and

conversion rates using the new contact strategy. %ultiple iterations of this model were

run to make modifications to contact fre@uency and touch point in order to optimie

the desired outcome.

THE RESULTSQ

-pplying the optimied contact strategy! the customer is e&pected to e&perience the

following impact to their campaign productivityJ

Z - reduction in total customer touches of 16E

Z - reduction in telemarketing touches of 57EZ - decrease in marketing costs of 37E

Z -n increase in new customer gross additions attri"uta"le to marketing of :E

Z -n increase in the customer e&perience due to decreased touches and utiliation of

less intrusive channels eoyalty further modeled the financial impact of these changes

to demonstrate a predicted savings of 2% annually in marketing e&pense and over

9% annually in revenue from additional sales.

1. unit or dollar sales

3. user "ase (since piracy and "rand switching effect)

7. market definition(scope of definitions)

9. scope of denominator(which other "rands included)

2. time frame length

5. product definition ("rand! product line! or strategic "usiness unit)

- market share analysis needs to take into account the followingJ






top players! the middle and the LminnowsL of the marketplace! "ased on the volume

of "usiness conducted

MARKET SEGMENTATIONJ 0hat are the key factors that determine the

market! is it price! is it @uality! is it speed of service! is it ease of maintenance! no. of

51



points of distri"ution! etc. e.g. "y mapping on @uality and price parameters! it is

possi"le to identify on a M, plane as to which are the spaces which are crowded "y

service providers and which are the relatively empty spots. This understanding helps

plan for entry "arriers

KEY PLAYERSJ 0ho are the top players in each identifia"le segment of the

market. -re they providing premium @uality! or premium service or price

advantage. This helps identify possi"le future target segments

S&OT ANALYSISJ It is critical to identify the main Strengths of top players as

well as 0eaknesses / -reas of Improvement to com"at the onslaught in a marketing



copyrights! etc.

It is e@ually important to identify emerging 4pportunities which could make

the market grow faster / larger or ac@uire "usiness more easily. Similarly! are

there Threat factors that could reduce the total market sie. These could "e due

to regulatory guidelines! changes in fashion trends! consumer preference!

macro economic events like currency crisis! import / e&port! war! natural

calamity! demographic shift! etc.

BUSINESS CONTINUITY PLAN: 0hile planning for market share

analysis! it is important to plan for the worst! i.e. how to ensure continuity of

the going concern in the event of a calamity. Companies which have effective

Plan F usually sustain shocks "etter and ensure achievement of targeted

market share.

TARGET MARKET SHAREJ Fased on the a"ove analysis! it is possi"le to

arrive at the overall market sie for the assessment period! and there"y decide

on the volume of "usiness any one firm targets to achieve during the period.

This helps determine the firmKs targeted market share. This also help "udget

for strategic activities like "udgeting for $D! sales promotion! marketing!

raining! etc.

%arket Share -nalysis shows customers as a percentage of the neigh"orhood

they are a part of! and is completed together with Customer %apping.

53



C;)7* M-55+

Customer mapping shows organiations which neigh"orhoods and markets they are

serving with their products. The results of customer mapping can often "e surprising

and show trends that were otherwise unknown.


south! however was @uite surprised to find the high num"er of customers in the north

as well. This changed his whole marketing focus.







"eing reached.

M-*/ S*-+) 4 HCL + L-55) - D)/5) S7









enovo respectively.


position in 3



annual growth in unit shipments during 3

segment grossed sales of 8

176E se@uential growth. ;actors contri"uting to this e&plosive growth are new


enith registered a volume growth of 72



S $ajendran! =%! Sales %arketing! %o"ile and Display Products =roup! -cer

India! "elieves that "uyers have started considering note"ooks as a convenient

alternative to a desktops PC mainly due to "ridging of the price difference "etween an

entry level laptop and a desktop. -s per IDC !the Indian note"ook markets for the

calendar year 3

calendar year 3



growing economy. Be&t generation 0I,;i will provides faster speed! and wider

"andwidth and range to "oost wireless access.

NAPA:0ith the introduction of B-P- in note"ooks! corporate customers can

take advantage of the enhanced performance of duel core technology whenrunning multi,threaaded applications. Consumers can play 7D games while

concurrently performing tasks such as streaming media or security scans.

HCL = B*- >-;

Common "randing and rationaliation helped the *C duo clarify their focus! even as

handsets continued to dominate revenues.




In the 7< year of *C+s operations! the group+s "randing e&ercise helped "ring "ack a

"it of the old glory and pride due to a founding mem"er of the IT industry . Bow! it

needs to leverage that common "rand and e@uity to scale up! synergie "etter! and

convince the stock markets too.

HCL D)/5) M--7 S48-*

F*



The features include remote shut down! remote re"oot! wake,on,lan and file transfers!

all of which com"ine to form an effective remote administration package!

Impregna"le Security Protect your desktops from unauthoried users and prevent

valua"le data from "eing stolen using secure features such as password for power on

and setup! and I/4 port control.

The chassis intrusion detection features displays the status of the systems chassis for

tighter control over your systems resources. Comprehensive -ssets %anagement

Reep track of the various components in your PC with the comprehensive -ssets

%anagement feature. This tool records and fetches information relating to PC

hardware and software N from the %other"oard! Processor ! %emory! *ard Disk

Drive !Betwork card !%ultimedia devices! and Ports to the operating Systems loaded!

Installed Software !FI4S details ! D%I and 0%I details. Bow! you can easily track

and manage network PC+s from a central location. This saves an administrator effort

in identifying which network PC+s need to "e upgraded. -t the same time! it reduces

time spent on checking each client PC.

C-*+) 4 I4*7-+ S,)7)

Systems analysts develop different types of information systems to meet a variety

of "usiness needs. The types of Information systems and a "rief description of

each are listed "elowJ,

1. Data Processing Systems

Process large amount of data for routine "usiness transactions! these systems run a

series of programs on an automatic "asis at regular intervals.

2. M--7 I4*7-+ S,)7) MIS

Provide periodic reports for planning! control and decision making. #sers of %IS

use a shared data"ase. %IS generates information that is used in decision making.

3. D



microcomputers and e&pert systems shells. -n e&pert systems (also called

knowledge "ased system) effectively captures and uses the knowledge of an

e&pert for solving a particular pro"lem e&perienced in an organiation! e.g.

medical system! judicial system.

#nlike DSS! which leaves the final judgment to the decision maker! an e&pert

system selects the "est solution availa"le to a pro"lem or a specific class of

pro"lems.

I-; 4 I4*7-+ T



i"eraliation and glo"aliation are now "eing upheld "y policy makers as the sole

Determinants of international competitiveness for the Indian IT industry in the

nineties. *owever! the impact of li"eraliation and glo"aliation may "e "oth positive

and Begative they provide a pathway to continuous technological upgrading! "ut at

the same time threaten the survival of indigenous IT firm and their technological

capa"ilicities! "uilt on the "asis of impact su"stitution. This project argues that

li"eraliation implies a continuing like "etween government and industries! and that it

needs to go hand,in,hand with interventionist measures. The state has a continuing

role to play in fostering the IT industry and creating the conditions for international

competitiveness! even under li"eralied economic condition. -lthough Indian IT firm

are shown to "e adapting to the new policy environment! the industry+s future can "e

"etter secured "y a renewed policy emphasis on developing the domestic industry and

market! accompanied "y a push for IT consumption an against mere production and

e&port.

%arket share! in strategic managementandmarketing is! according to Carlton 4KBeal!

the percentage or proportion of the total availa"le marketor market segment that is

"eing serviced "y a company. It can "e e&pressed as a companyKs sales revenue (from

that market) divided "y the total sales revenue availa"le in that market. It can also "e

e&pressed as a companyKs unit sales volume (in a market) divided "y the total volume

of units sold in that market. It is generally necessary to commission market research

(generally desk/secondary research) to determine! although sometimes primary

research) to estimate the total market sie and a companyKs market share. %arket share

analysis shows a "usiness how well it is reaching customers in each neigh"orhood

across its sales region. In the e&ample "elow! the darker the color! the stronger the

sales for the featured "usiness. In other words! the light yellow areas "elow represent

areas of few sales for the "usiness! and the dark green areas represent the "est areas

with many sales for this "usiness.

Increasing market share is one of the most important o"jectives of "usiness.The main

advantage of using market share as a measure of "usiness performance is that it is less

dependent upon macro environmental varia"les such as the state of the economy or

changes in ta& policy. *owever! increasing market share may "e dangerous for

makers of fungi"le haardous products! particularly products sold into the #nited

Statesmarket! where they may "e su"ject to market share lia"ility.

6



Market share analysis is an important part of market analysisand indicates how well a

firm is doing in the marketplace compared to its competitors.

=ivon! %ahajan! and %uller have researched spreadsheet and word processing software

firms to give a clearer image of how to determine market share in the software

industry. They propose si& factors to help estimate the value of market share (1::6)J

1. unit or dollar sales

3. user "ase (since piracy and "rand switching effect)

7. market definition(scope of definitions)

9. scope of denominator(which other "rands included)

2. time frame length

5. product definition ("rand! product line! or strategic "usiness unit)

- market share analysis needs to take into account the followingJ






top players! the middle and the LminnowsL of the marketplace! "ased on the volume of

"usiness conducted

MARKET SEGMENTATIONJ 0hat are the key factors that determine the market!

is it price! is it @uality! is it speed of service! is it ease of maintenance! no. of points of

distri"ution! etc. e.g. "y mapping on @uality and price parameters! it is possi"le to

identify on a M, plane as to which are the spaces which are crowded "y service

providers and which are the relatively empty spots. This understanding helps plan for

entry "arriers

KEY PLAYERSJ 0ho are the top players in each identifia"le segment of the market.

-re they providing premium @uality! or premium service or price advantage. This

helps identify possi"le future target segments

S&OT ANALYSISJ It is critical to identify the main Strengths of top players as well

as 0eaknesses / -reas of Improvement to com"at the onslaught in a marketing



copyrights! etc.

61
http://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Market_analysishttp://en.wikipedia.org/wiki/Spreadsheethttp://en.wikipedia.org/wiki/Word_processinghttp://en.wikipedia.org/wiki/Market_sharehttp://en.wikipedia.org/wiki/Market_analysishttp://en.wikipedia.org/wiki/Spreadsheethttp://en.wikipedia.org/wiki/Word_processing



It is e@ually important to identify emerging 4pportunities which could make the

market grow faster / larger or ac@uire "usiness more easily. Similarly! are there Threat

factors that could reduce the total market sie. These could "e due to regulatory

guidelines! changes in fashion trends! consumer preference! macro economic events

like currency crisis! import / e&port! war! natural calamity! demographic shift! etc.

BUSINESS CONTINUITY PLAN:0hile planning for market share analysis! it is

important to plan for the worst! i.e. how to ensure continuity of the going concern in

the event of a calamity. Companies which have effective Plan F usually sustain

shocks "etter and ensure achievement of targeted market share.

TARGET MARKET SHAREJ Fased on the a"ove analysis! it is possi"le to arrive at

the overall market sie for the assessment period! and there"y decide on the volume of

"usiness any one firm targets to achieve during the period. This helps determine the

firmKs targeted market share. This also help "udget for strategic activities like

"udgeting for $D! sales promotion! marketing! raining! etc.

%arket Share -nalysis shows customers as a percentage of the neigh"orhood they are

a part of! and is completed together with Customer %apping.

C;)7* M-55+

Customer mapping shows organiations which neigh"orhoods and markets they

are serving with their products. The results of customer mapping can often "e

surprising and show trends that were otherwise unknown.


south! however was @uite surprised to find the high num"er of customers in the

north as well. This changed his whole marketing focus.







"eing reached.



63
http://www.altageo.net/feature/market.htmlhttp://www.altageo.net/feature/market.htmlhttp://www.altageo.net/feature/market.htmlhttp://www.altageo.net/feature/market.html









enovo respectively.


position in 3

The prices of note"ooks dropped 11E during the calendar year 3

35E year,on,year growth in unit shipments in 3



contacts tools for its workforce! customers and partners. Afficient communication

drives customer responsiveness and improves employee productivity.

*ere has never "een such a good time for laptops "uyer in India. In recent time! prices

have dropped much faster then anticipated. Can you imagine a laptops at $s. 32!

Devita Saraf! A&ecutive Directors! enith Computers !says that in 3


enith registered a volume growth of 72calendar year 3



The market for "udget laptops will continue to grow at a fast pace as a new first,

time customers will "uy laptops instead of desktops.

Anterprise will also start e@uipping their sales force and other lower management

cards with laptops.

4n the technology front! wireless 0-B+s will slowly start "ecoming a standard

feature of deployments.

P*4*7--;

Common "randing and rationaliation helped the *C duo clarify their focus! even as

handsets continued to dominate revenues.




in 3

*owever! other clients started driving growth for *CT towards the second half of

3



"e managed "y an administrator using a modem and phone line! if the client machine

is configured as a remote access server. The 0-B feature is availa"le "oth in

windows 3



METHODOLOGY PROCEDURE OF &ORK

- $esearch %ethodology defines the purpose of the research! how it proceeds! how to

measure progress and what constitute success with respect to the o"jectives

determined for carrying out the research study. The appropriate research design

formulated is detailed "elow.

A&ploratory researchJ this kind of research has the primary o"jective of development

of insights into the pro"lem. It studies the main area where the pro"lem lies and also

tries to evaluate some appropriate courses of action. The research methodology for the

present study has "een adopted to reflect these realties and help reach the logical

conclusion in an o"jective and scientific manner. The present study contemplated an

e&ploratory research

RESEARCH DESIGN

The research design is the "asic framework! which provides guidelines for the rest of

the research process. The present research can "e said to "e e&ploratory. The research

design determines the direction of the study throughout and the procedures to "e

followed. It determines the data collection method! sampling method! the fieldwork

and so on.

NATURE OF DATA

PRIMARY DATA:Primary data is "asically fresh data collected directly from the

target respondents it could "e collected through >uestionnaire Surveys! Interviews!

;ocus =roup Discussions Atc.

SECONDARY DATA: Secondary data that is already availa"le and pu"lished

.it could "e internal and e&ternal source of data. Internal sourceJ which originates

from the specific field or area where research is carried out e.g. pu"lish "roachers!

official reports etc.

A&ternal sourceJ This originates outside the field of study like "ooks! periodicals!

journals! newspapers and the Internet.

DATA COLLECTION

P*+7-*, --: Primary data was selected from the sample "y a self,

administrated @uestionnaire in presence of the interviewer.

68



SAMPLE SI@E:

The survey is conducted among 1



to know not only the research methods / techni@ues "ut also the methodology.

$esearchers not only need to know how to develop certain indices and tests! how to

calculate the mean! the mode! the median or the standard deviation or the chi s@uare!

how to apply particular research techni@ues! "ut they also need to know! which of

these methods or techni@ues! are relevant and which are not! and what would they

mean and indicate and why. $esearchers also need to understand the assumptions

underlying various techni@ues and they need to know the criteria "y which they can

decide that certain techni@ues and procedures will "e applica"le to certain pro"lems

and others will not. -ll this means that it is necessary for the researcher to design his

methodology for his pro"lem as the same may differ from pro"lem to pro"lem. ;or

e&ample ! an architect while designing a "uilding! has to consciously evaluate the

"est of his decision ! i.e.! he has to evaluate why and on what "asis he selects

particular sie! num"er and locations of doors! windows and ventilators! uses

particular materials and not others and the like.

I have carried out a research which is "oth @ualitative and @uantitative in its support.

The @ualitative approach applies to "oth! descriptive and inductive forms of research.

0hile as in case of @uantitative approach! an e&tensive use has "een made of the

literature availa"le to carry out a detail research on the nature of the pro"lem. I have

chosen *C =lo"al as the target company for my research study.

SAMPLING UNIT:'

0ho is to "e surveyedO The marketing researcher must define the target population

that will "e sampled.

The sample #nit taken "y me =eneral pu"lic of different age group! different gender

and different profession

SAMPLING FRAME:'

The source from which the sample is drawn

SAMPLING TECHNIUE: '

In the Project sampling is done on "asis of P*-++, )-75+. -mong the

pro"a"ility sampling design the sampling design chosen is stratified random sampling.

Fecause in this survey I had stratified the sample in different age group! different

gender and different profession

8

Marketing Strategy of Hcl in Laptops and Desktops in Hcl Infosystems Ltd

Documents

hcl infosystems

d5 hcl i4

project work

original work

accomplished work

pgdba marketing management

een of somehelp

een of great learning