Summer Internship Project Submitted By: Anurag Dua MBA (G) – 2008 A0101906052
Project Title:“To Study the Comparative Analysis of HCL with Other Brands” Industry Guide: Mr. Vijay P – Regional Manager, HCL Infosystems Ltd. Faculty Guide: Ms. Garima Malik – Faculty, ABS - AU
Objective of the Project:To know the current Market Share of theHCL.To know the perception of HCL’s laptops &desktops in mind of computer dealers.To know the Brand Recall value.
Research Methodology:Research Design: Descriptive researchType of Data: PrimaryResearch Tool: QuestionnaireData collection method: Face-to-face interviewSample size: 152Sample Unit: Computer DealersSampling method: Simple Random Sampling
Sampling Area: Mumbai and adjoining areas. A totalof 18 areas.
Key Findings: The type of business computer dealer are serving in is predominantly of IT Applications. Out of the total 152 respondents, 109 serves the IT applications which constitute 71.7% of the total while 25 i.e. 16.4% deals in both IT applications and Consultancy. Only 18 out of 152 respondents i.e. 11.8% serve the Small-Medium Enterprises. 120 What type of business you are serving 100 IT Applications SME 80 IT applicationCount and 60 Consultancy both 40 20 0 IT Applications SME IT application and Consultancy both What type of business you are serving
Majority of the computer dealers promote the HP-Compaq brand. Out of the 152 respondents 71 promote HP-Compaq brand constituting 46.7% of the total. HCL occupies the second spot as 36 out of 152 dealers promote HCL brand making 23.7% of the total. IBM-Lenovo comes to third position as 23 out of 152 dealers promote this brand and it makes the 15.1% of the total. Other brand which includes Acer, Zenith, Wipro, Fujitsu etc. makes a 14.5% contribution with 22 dealers supporting them. 80 What brand you promote HP-Compaq HCL IBM-Lenovo 60 OthersCount 40 20 0 HP-Compaq HCL IBM-Lenovo Others What brand you promote
Majority of the dealers serve the B2C segment. Out of the 152 dealers surveyed 93 of them serve the B2C segment which contributes to 61.2% of the total. 54 out of 152 dealers serve both B2B and B2C segment which has a 35.5% contribution to total. Only 3 and 2 respectively out of 152 dealers serve the B2B and B2G segment respectively. 100 Which segment you serve the 80 most B2B B2G B2C 60 B2B and B2CCount both 40 20 0 B2B B2G B2C B2B and B2C both Which segment you serve the most
The customer preference while purchasing a desktop or laptop is governed by the price & configuration both. Out of the 152 dealer surveyed, 71 dealers agree that customer prefers price as well as configuration while making a buying decision and it makes a contribution of 46.7% of the total. 54 dealers i.e. 35.5% agrees that for customer price is the key decisive factor while making a purchase. 23 dealers i.e. 15.1% agrees that configuration is a decisive factor in purchasing while only 4 dealers i.e. 2.6% give preference to aesthetics. 80 What is the customer preference while purchasing a 60 computer Aesthetics ConfigurationCount Price 40 Price and Configuration both 20 0 Aesthetics Configuration Price Price and Configuration both What is the customer preference while purchasing a computer
Majority of the dealers are associated with Redington India Ltd. As their distributor of laptops and desktops. RIL is distributor to 64 dealers out of 152 and it makes a contribution of 42.1% of the total. Ingram Micro India Ltd. (IMIL) is distributor to 48 i.e. 31.6% dealers. SES is distributor to 25 i.e. 16.4% dealer. Also there are 15 i.e. 9.9% dealers which are attached to both RIL as well as IMIL. 70 With which distributor you are attached 60 IMIL RIL SES 50 Both IMIL and RILCount 40 30 20 10 0 IMIL RIL SES Both IMIL and RIL With which distributor you are attached
The monthly turnover of the 67 dealers out of 152 is below Rs. 5 lakhs and it makes 44.1% contribution of the total. 66 i.e. 43.4% dealers have their monthly turnover between Rs. 5 lakhs to Rs. 15 lakhs. There are 15 i.e. 9.9% dealers which have their monthly turnover between Rs. 15 lakhs to Rs. 25 lakhs. And only 4 dealers have their monthly turnover more than Rs. 25 lakhs. 70 What is your monthly turnover 60 Below 5 lakhs 5 to 15 lakhs 50 15 to 25 lakhs 25 lakhs and above 40Count 30 20 10 0 Below 5 lakhs 5 to 15 lakhs 15 to 25 lakhs 25 lakhs and above What is your monthly turnover
The perception regarding HCL in the mind of computer dealers is not that good. 100 out of 152 dealers i.e. 65.8% of the total dealers perceive HCL products to be high priced. 28 out of 152 dealers i.e. 18.4% perceive their product as value for money. 20 out of the 152 dealers perceive their product as technology driven while 4 dealers perceive their products as both value for money as well as technology driven. 100 What is your perception about HCL 80 Value for money High price Technology 60 drivenCount Value for money and technology driven 40 20 0 Value for money High price Technology Value for money driven and technology driven What is your perception about HCL
Majority of dealers doesn’t promote any product of HCL. Their count is 105 out of 152 i.e. 69.1% of the total. It is because of the bad marketing and limited promotional activities. 22 out of 152 dealers i.e. 14.5% of the total promote the laptops of HCL while 6 dealers promote the desktops of HCL. There are 19 dealers i.e. 12.5% of the total who promotes the desktops as well as laptops of HCL. 120 In HCL which product line you promote 100 Desktops Laptops Both 80 desktops and laptopsCount None 60 40 20 0 Desktops Laptops Both desktops None and laptops In HCL which product line you promote
The services of HCL’s desktops & laptops are also not good. 56 out of the 152 dealers i.e. 36.8% of the total consider services of HCL to be bad. 43 dealers i.e. 28.3% of the total consider its services to be average. Only 15 out of 152 dealers said that services of HCL are good. While 38 dealers can’t opine on the services. 60 How do you rate the HCL services Good 50 Average Bad 40 Cant sayCount 30 20 10 0 Good Average Bad Cant say How do you rate the HCL services
Out of the total 152 dealers surveyed 41 dealers i.e. 27% of the total likes to be associated with HCL in the future. 30 dealers i.e. 19.7% of the total doesn’t want to be associated with the HCL in future. While majority of the dealers i.e. 81 can’t opine regarding the association with HCL in the near future. In future would 100 you like to associate with HCL 80 Yes No Cant say 60Count 40 20 0 Yes No Cant say In future would you like to associate with HCL
Recommendations:Recommendations for further improvement of HCL are: Improve the post sales services. Low down the prices as compared to other players in the market. Provide all the driver software and related utilities on the website of HCL. Increase the promotional activities so that it helps in enhanced public awareness. Improve the salesmanship. Salesmen and distributors should visit the dealer’s shops frequently. Introduce new and cheaper product lines.
Obstacles during the Project:Professional Obstacles: * Dealers were not too co-operative during the survey. * Company staff was not fully co-operative.Personal Obstacles: * Hot and humid climate. * Heavy rains.
Learnings of the ProjectProfessional learnings: * Enhanced time management. * How to deal in market. * How to get absorb in company culture.Personal learnings: * Effective communication * How to work in a team. * How to control aggression.