Summer Internship Project
“Corporate Selling & Feedback”
Dissertation Submitted to the
Business School of Delhi
In partial fulfillment of the requirement for the award of the
Post Graduate Diploma in Management
Approved by AICTE, Ministry of HRD, Govt. of India
Anup Kumar Dubey
Business School of Delhi
Campus: 28/1, Knowledge Park-III,
Greater Noida -201306. (U.P.)
I, herby declared to the best of my knowledge and belief that the
summer training report entitled as “Corporate Selling & Feedback” for
HCL Infosystem being submitted to the partial fulfillment of Business
School of Delhi, has not substantially the same one, which has already
been submitted for Post Graduate Diploma in Management of any
other academic qualification at any other university or examination in
I, Anup Kumar Dubey hereby declare that all this work purely done
by myself on a primary data and it is totally free from any biasness to
any individual or any group of people.
(Anup Kumar Dubey )
‘Acknowledgement is an art, one can write glib stanzas
without meaning a word on the other hand one
can make a simple expression of gratitude.’
Industrial training is an integral part of any post graduate diploma program
and for that purpose I had joined a company what else can be as good as HCL
Infosystems Ltd, India’s premier information enabling company .
I take the opportunity to express my gratitude to all of them who in some or
other way helped me to accomplish this challenging project in HCL Infosystems
Ltd . No amount of written expression is sufficient to show this my deepest sense
of gratitude to them.
I thank my Institute who has given me an opportunity to show my skills. I also
thank all my nearer and dearer ones without whose support this project would not
I would like to thank Mr. Joshi Sir , who allow me to do this project in HCL
I am very thankful to external guide Mr. Ajay Rathee , Head – RLB
operations , HCL Infosystems Ltd. Noida .
I am deeply grateful to Prof. Vijay Anand Dubey, Faculty (Department of
Business Management), Business School Of Delhi, Gr. Noida for their everlasting
support and guidance on the ground of which I have acquired a new field of
knowledge. The course structure created for this curriculum has benefited with the
inclusion of recent development in the organizational and managerial aspects.
I am thankful to all the member of HCL Infosystems Ltd. Noida which has
given me valuable information in the part of my project.
Above all I would like to thank all contacted persons of firm who took out
valuable time to answer my queries and gave me full information related to my
I extend my sincere gratitude towards my parents, who have always
encouraged me and gave suggestions as how to work on project. They always
stand by me in solving all my queries. Their support has always motivated me.
Above all it gives me immense pleasure to thank authors of various books who
indirectly helped me in gaining knowledge about insurance industry.
(Anup Kumar Dubey )
Modern organizations are highly complex and dynamic systems. They
operate under very turbulent social economic and political environment. They are
required to reconcile several incompatible goals. Conflicting roles and divergent
interest they are also fraught with the use risk and uncertainties, hence tactful
management of such organization to plan to execute guide, coordination and
control the performance of people to achieve predetermined goals. Management
has to keep the organization vibrant moving and in equilibrium. It has to achieve
goal which themselves are changing it is therefore a problem highly complex and
The marketing research is the process which links to manufacture, dealers
and individuals through information in important part of curriculum of Post
Graduate Diploma in Management, programme is project taken by the students in
any business organization, after completion of third trimester of the programme.
The objective of this project is to enable the students to understand the
application of the academics in the real business life. I am fully confident that this
project will be extremely useful to the management.
TO WHOM IT MAY CONCERN…..
This is to certify that Anup Kumar Dubey, a student of “Business School of
Delhi” undertook a project on “Corporate Selling And Feedback For HCL” at
HCL Infosystems Ltd.
Mr. Anup kumar Dubey has successfully completed the project under the
guidance of Mr. Ajay Rathee (Head – RLB operations). He is sincere and hard
working student with pleasant manners.
We wish all success in him future endeavors.
Signature with date
CERTIFICATE OF ORIGIN
This is to certify that Mr. Anup Kumar Dubey, a student of Post Graduate
Diploma in Management (2008-2010), Business School of Delhi, Gr.Noida has
worked in the HCL Infosystems Ltd. under the able guidance and supervision of
Mr. Ajay Rathee, (Head -RLB operations).
The period for which he was on training was eight weeks, starting from
18/05/09 to 17/07/09. This summer Internship report has the perquisite standard for
the partial fulfillment of the requirement for the Post Graduate Diploma in
Management Degree in Business School of Delhi. To the best of our knowledge
no part of this report has been reproduced from any other report and the contents
are based on original research.
Mr. Ajay Rathee (Anup kumar Dubey)
(Head -RLB operations)
S.N. Title Page No.
1 Company Profile 8
2 Executive Summary 26
3 Literature Review 28
4 Scope Of The Study 30
5 Objective Of The Study 31
6 Research Methodology 32
7 Data Analysis & Graphical Interpretation 35
8 Major Players In The Market 49
9 Competitors Of HCL 50
10 Role Of Advertisement 60
11 Marketing Strategies 62
12 Future Scope 64
13 Management Hierarchy 66
14 Key Partnership 67
15 Market Share 68
16 Marketing & Selling Strategies 70
17 Changing Trends 72
18 Decision Making Process 77
19 CRM 78
20 SWOT Analysis 81
21 Findings & Limitations 83
22 Suggestions & Recommendation 84
23 Conclusion 85
24 Bibliography 86
25 Annexure - Questionnaire 88
The HCL Family
At HCL, people are not just employees but family. So, like an important
member of the family should, you get endless freedom to experiment, unlimited
empowerment to execute your dreams and the rare opportunity to be an
HCL Infosystems is the progenitor of the HCL Group and is known as the
‘Entrepreneurial Incubator’ in the Indian IT industry. We believe in empowering
people to help achieve their goals – goals that are achieved by the coming together
of talent and innovation, powered by ownership and freedom to experiment,
leading to tremendous growth and gains for the individual and the organization.
We pride ourselves in being a pioneer in creating the Indian IT Industry, by
pioneering the creation of the people for the industry.
Our HR philosophy is “beyond HR Practices and Systems”, where we are
ceaselessly creating the ‘HCL Family’, whose DNA is Pride, Passion, Performance
and People, with an inexhaustible Spirit of Entrepreneurship.
Who do we look for?
Our objective has always been to acquire quality people and groom them to
become entrepreneurial Leaders. HCLites are people who take pride in continually
doing better than their best; people with a passion to succeed; people who have a
fire within to perform and realize results….People who want to ‘WIN’ (W –Work
hard, I- innovate and N-never giver up).
Ranked Top 3 Best Employer Survey in IDC-DQ Survey 2006
Ranked Best Employer in IDC-DQ Survey 2005
We are one of the few IT companies in India that provide a lifetime
comprehensive career plan. At HCL, we look at the strengths of a person and
accordingly assign future job roles to match those. People can chart their own
career options of Entrepreneur or Manager or Technocrat. HCL provides an open
canvas of opportunities for each individual, which is how 90% of our top
management is from campus (people who joined us as trainees straight from
Be an Entrepreneur - An organization with a large number of recruitments
from campuses all across India, creating entrepreneurs from and for HCL.
Endless growth opportunities in an open and entrepreneurial environment
where your team mates and manager become your best friends.
A company where the diversity of 360+ locations, languages and cultures
blend seamlessly into a challenging work ethos of the HCL Culture that
fosters excellence, recognizing and rewarding performance.
A career with diverse, rewarding & challenging assignments everyday...with
the freedom to create, articulate new ideas, collaborate with the sharpest
minds and truly realize your potential.
HCL training facility in the city of
Hyderabad is spread over a sprawling
16 acres with
Residential facility to accommodate
165 employees at the same time in
training. Equipped with class rooms,
labs, canteen, a recreation centre and
dedicated faculty with vast experience
in the IT industry, we conduct over
25000 man days of internal classroom
training every year.
Classroom trainings are further complimented through Enable Leadership
Enrichment and Development - which provides a comprehensive
automated learning tool to each employee through various online
360 Degree Feedback for a holistic quality improvement and individual
Learn from Leaders who have a three decade rich history of inventions
‘iPerform’, our online Performance
Management System tracks result achieved
through daily to weekly to monthly to quarterly
review system for Career Planning and Position
Mindia TechXperts, a fast-track career
growth programme identifies and groom young
engineers for leadership positions in a short period of 18 months.
We continue to promote Indian traditions and recognize talent in diverse
areas, through he much acclaimed HCL Concert Series - a tribute to
excellence in human endeavor.
80% of our top management today is people who joined straight from
Pioneer in IT industry for ESOP started in
Profit Sharing Scheme since 1997 for all
‘HCL One Quarterly Awards’ Night is a
gala celebration every quarter when the HCL
family gets together to celebrate achievements
of individual and team performances.
Bottom up communication channels providing opportunities for employee
HCL Towers - Houses for our employees.
Enjoy your day, everyday, at HCL
A dynamic, fast paced and flexible work environment that nurtures relationships
and constantly celebrates our people's happiness, hobbies, achievements,
festivities....... At HCL, we make everyday work an enjoyable and fun experience
Some More Reasons to Smile...
HCL Concert Series Sporting Champions Celebrating Festivities
Extending the exclusive Cricket, Squash or Golf - Celebrations, frolic, carousing,
blend of creativity and you can find them all quizzing are all ingrained in HCL. Be
excellence from IT to the here in HCL – Our intra- it a festival or commemorating one of
world of music and dance, organization and inter- us or applauding a team - we do it
The HCL Concert organization with a bang - paint the town red. We
Series is a tribute to competitions ensure that make Diwali brighter than the lights
excellence in human even the workaholics are with stalls, music, antakshiri, dance,
endeavor. Every month you involved in playing or mimicry - name it and we have it.
are invited to enjoy four cheering at least. Our Christmas is warmer than
evenings of soul satisfying Table tennis in office Christmas puddings with Santa Claus,
music or enrapturing dance everyday makes not only Xmas trees for all teams and lots of
performance by some of the the class players pursue tinsel. Holi or Pongal or
best artists in India their interests, but also Rakshabandhan, all are a way to
helps the amateurs take a celebrate our "unity in diversity".
Innovate at HCL HCL One Awards Picnics and more at HCL
Innovation is promoted in To commend the We as a family go to trips, outings,
every part of the achievements of our picnics, movies, river rafting - move
organization and the results people, we raise a toast to away from the work environment,
are seen in the various the achievers and have a from the city towards nature - in the
examples of innovations that frolicking party every lush green environment to rekindle
have come from our own quarter. and refresh our spirit. These
employees. Give wings to Win the Glittering adventurous trips help us strengthen
your ideas with our unique Trophy, Blue parties. our camaraderie
firstname.lastname@example.org Diamond, or an Acrylic
Star for your
moments are not to be
Culture at HCL
With our open and entrepreneurial environment, every HCLite is
synonymous with passion for performance, high need for achievement
and commitment to job. Our core value of high integrity with a Never-
Say-Die approach is ingrained and visible in all our people, practices and
(A)Diversity and Inclusion
HCL strives to attract and retain the best talent and provide an
environment where each individual is given the opportunity to build a
rewarding career. With offices in more than 300+ locations, we employ a
diverse group of people from different backgrounds, yet all connected by
a common sense of the HCL culture. We value the uniqueness of each
individual, relying on the diversity to drive our innovation, growth and
(B) HCL’s Community Involvement
Recognizing the important role of business in society, HCL supports
and encourages the active involvement of its people in community
volunteer initiatives. Employee volunteering programmes at HCL enable
you to do much more than routine work through active participation in
Case Study 1– New Year celebration with SOS children
For New Year 2007 celebrations, we invited to
HCL Head Office, fifty two children from an SOS
Village for a children’s’ party. Children as young as
four years came to meet us. Bright faces with sunny
smiles – that is how we remember the kids. From the
moment they arrived, it was a memorable few hours of
fun, frolic and learning. HCLite generosity also
ensured that all children went back with new year gifts
along with happy memories, food and drink of the party.
Each child was presented a gift, specially chosen and purchased according to the
interest of the child, by an HClite desiring to a
bring a smile to a little child. Gifts never fell
short and everyone ensured that the kids had an
evening worth cherishing. So it will be for each
one of us HCLites...a happy memory that will
continue to warm our hearts as we go through everyday life.
Case Study 2 – Planting Trees at HCL Education Centre
Taking another step towards creating a greener world, HCL has started a new
tradition of planting trees. All guests at the HCL Education center, Hyderabad plant
saplings. Other Environment friendly initiative include HCL’s E-Waste Recycling
facility that provides proper disposal of E-waste. HCL also recently introduced the
eco-friendly Desktops and Notebooks.
HCL Infosystems - An ocean of possibilities!
Want to explore the possibilities? Check out the following profiles:
Job oriented Trainings
Customized to the industry requirements our educational services are focused
towards technologies related to IT Infrastructure and IT Sales. The two offerings of
HCL Education are as follows:
1. HCL’s Job Oriented Training Program in IT Infrastructure Technologies
This one year programme for bright Engineering Graduates, provides hi-tech
training in the stream of Computer Networks, Network Operating Systems,
Security and other IT Infrastructure Services. The programme involves a class-
room training followed by On Job Training (with stipend as applicable) at various
offices of HCL.
On successfully completion of the programme, candidate would receive a
certificate by HCL Training recognizing the candidate as a HCL Certified IT
Infrastructure Engineer- a rare breed of individuals who are accepted by the Indian
IT industry as trained professionals in their field of IT work.
2. HCL’s Sales & Marketing Training Program
A unique Program for fresh Engineering and Science Graduates who have a
passion to achieve. This is a year long program with 3-4 weeks of exhaustive
instructor led training conducted by experienced HCL professionals, followed by
11 months of Sales Experience (With Stipend as applicable) at any of HCL offices.
The focus is to groom candidates into a new breed of technocrats who are smart
business developers who have the right blend of technical know-how. Candidates
also have the advantage of being nominated for a company sponsored Executive
Management Programme with a reputed Management Institute
Meet our people
Take a look at some HCLites and read their experiences to get an "insider's view"
of your potential colleagues.
A vivacious Punjabi at heart, Amanpreet Singh Bedi
has spent 22 years in HCL and now is fondly known by
all as APS. He remembers well the morning of 07 July
1986 when he began his journey with HCL as
Customer Engineer trainee. Today he feels satisfied
that his efforts have been recognized and rewarded.
He feels content to be part of HCL and cherishes every
moment he has spent here. “HCL has given me the
freedom to work, be creative and develop my
A very cool and calm person, Milind has handled
diversified jobs with utmost ease, in the last 23years
with HCL. Comedy movies are his craze; he watches
any movie that can make him laugh and enjoys every
moment. No wonder he is considered jovial and
approachable by his colleagues. His feel this 23years
old journey with HCL has changed his whole
“The empowerment and independence to take
decisions given by this company, has instilled in me
confidence and pride in calling myself an HCLite”
HCL Infosystems Ltd is one of the pioneers in the Indian IT
market , with its origins in 1976. For over quarter of a century,
we have developed and implemented solutions for multiple
market segments, across a range of technologies in India. We
have been in the forefront in introducing new technologies and
solutions. The highlights of the HCL saga are summarized
1976 • Foundation of the Company laid
• Introduces microcomputer-based programmable calculators
with wide acceptance in the scientific / education community.
1977 • Launch of the first microcomputer –based computer with a
• Based Basic interpreter.
• Unavailability of programming skill with customer result in
HCL developing bespoke applications for their customers.
1978 • Initiation of application development in diverse segments such
sugar ,paper, cement, transport.
1980 • Formation of Far East Computers Ltd. a pioneer in the
Singapore IT market, for SI(System Integration) solution.
1981 • Software Export Division formed at Chennai to support the
bespoke application development needs of Singapore.
1983 • HCL launches an aggressive advertisement campaign with the
theme `even a typist can operate` to make the usage of
computers popular in the SME (Small & Medium Enterprises)
segment. This proposition involved menu-based application for
the first time, to increase ease of operations. The response to
the advertisement was phenomenal.
• HCL develops special program generators to speed up the
development of application.
1985 • Bank trade unions allow computerization in banks. However, a
computer can only run one application such as Saving Bank,
Current account, loans
• HCL sets up core team to develop the required software-
ALPM(Advanced Ledger Posting Machines). The team uses
reusable code to reduce development efforts and produce more
• HCL designs and launches Unix –based computers and IBM
• HCL promotes 3rd party PC application nationally.
1986 • Zonal offices of banks and general insurance companies adpot
• Purchase specification demand the availability of RDBMS
products on the supplied (Unify,Orade).HCL arranges for such
products to be ported to its platform.
• HCL assists customers to migrate from flat-file based systems
1991 • HCL enters into a joint venture with Hewlett Packard
• HP assists HCL to introduce new services:Systems Integration
,IT consulting, packaged support services (basisline, teamline)
• HCL establishes a Response Centre for HP products, which is
connected to the HP Response Centre in Singapore.
• There is a vertical segment focus on Telecom ,Manufacturing
and Financial Services.
1994 • HCL acqires and exectes the first offshore project from IBM
• HCL sets up core group to define software development
1995 • Starts executinon of Information System Planning projects.
• Execution projects for Germany and Australia.
• Begins Help desk services.
1996 • Sets up the STP (Software Technology Park) at Chennai to
execute software projects for international customers.
• Becomes national integration partner for SAP.
1997 • Chennai and Coimbatore development facilities get ISO 9001
1998 • Kolkata and Noida STPs set up.
• HCL buys back HP stake in HCL Hewlett Packard.
1999 • Acquires and sets up fully owned subsidiaries in USAand UK.
• Sets up fully owned subsidiary in Australia.
• HL ties up with Broadvision as an integration partner.
2000 • Sets up fully owned subsidiary in Australia
• Chennai and Coimbatore development facilities get SET level 4
• Bags Award for Top PC Vendor In India.
• Becomes the 1st IT Compnny to be recommended for latest
version of ISO 9001:2000.
• Bags MAIT,s Award for Business Excellcnces.
• Rated as No. 1 IT Group in India.
2001 • Launched Pentium IV PCs at below Rs 40,000
• IDC rated HCL Infosystems as No. 1 Desktop PC Company of
2002 • Declared as Top PC Vendor by Dataquest.
• HCL Infosystems & Sun Microsystems enters into a Enterprise
2003 • Became the first vendor to register sales of 50.000 PCs in a
• First Indian company to be numero uno in the commercial PC
• Enters into partnershipn with AMD.
• Launched Home PC for Rs 19.999
• HCL Infosystems Info Structure Services Division received
ISO 9001:2000 certification.
• Launches Infiniti mobile Desktps on Intel Platform.
• Launched Infiniti PCs,Workstations & Servers on AMD
2004 • 1st to announce PC price cut in India ,post duty reduction ,offers
Ezeebee at Rs.17,990.
• IDC India-DQ Customer Satisfaction Audit rates HCL as No.1
Brand in Desktop PCs.
• Maintains No. 1 position in the Desktop PC segment for year
• Enters into partnership with Port Wise to support & distribute
security& VPN solution in India.
• Partners with Microsoft & Intel to launch Beanstalk Neo PC.
• Becomes the 1st companyn to cross 1 lac unit milestone in the
India Desktop PC market.
• Launched RP2 systems to overcome power problem for PC
• Registers a market share of 13.7% to become No.1 Desktop PC
company for year 2004.
• Crosses the landmark of $1 billon in revenue in just month.
2005 • Launch of HCL PC for India, a fully functional PC priced at
• Rated as the no.1 Desktop PC company by IDC India –
• Best Empolye 2005 with five star rating by IDC India –
• IT Hardware Category by The Economic Time –awata Global
• 7th IETE –Corporate Award 2005’ for performance excellence
in the field of Company &Telecommunication Systems by
• Best Bhoomi Brand 2005’by 360 magazine:
1. In the PC category.
2. In the LCD Moitor categary.
• India ,s No.1 vendor for sales of A3 size Toshiba Multi
2006 • 75,000+machines produced in a single month.
• HCL Infosystem in partnership with Toshiba its retail presence
in India by unveiling shop Toshiba.
• HCL Infosystem & Nokia announce a long teamdistribution
• IDBI selects HCL as SI partner for 100 branches ICT
• HCL Infosystems showcases computer Solution for the Rural
market in india.
• HCL From a strategic Partnership with APPLE to provide Sales
&Services Support for IPods in India.
• HCLr Infosystem sustains its commercial Desktop PC
leadership for the fifth consecutive year.
• HCL Infosystem rated as number one Desktop PC Company by
IDC, Sixth year successively.
• HCL launches “trusted ICT infrastructure platform” for the
BPO –IteS segment.
• HCL launches India’s first High Performance Enterprise Server
Platforms Powered by dual core Intel inanium.
• HCL completes 30 years in India.
• HCL in association with The Music Academy, Madras brings
HCL Concert Series to Chennai City.
• Enters into partnership with Casio.
2007 • HCL introduces eco-efficient Notebook PCs Company with
• HCL unveils initiative to create industry ready ICT
professionala- launcges HCL career development centers.
• Kodak and HCL ink agreement to distribute digiter cameres in
• HCL LAUNCHS India’s first multilingual POS printers HCL
STAR-tsp700, Designed exclusively for thye needs of rural
• Launches a new range of eco-efficient desktop PCs, with RoHS
• HCL launches NETMAX, suite of networking products and
solutions expands its portfolion for emergine enterprises.
• HCL announces launch of its workstation 2008 series for
MCAD and DCC professionala.
2008 • HCL unveils that e future of personal computer Launches next
generating, ultra portable, sub 14000/laptop Milled series for
the first time in India.
• HCL strengthens its BPSI system Integration Portfolio-
Acquires a niche banging Software Product Company.
India's Most Preferred Personal Computer Brand by CNBC AWAAZ Consumer
India's 'No. 1 PC Vendor' consecutively for six years.
HCL among the Top 3 IT companies for the last 3 years, DQ & IDC,Best
'Best employer 2005' with Five Star Ratings
'Top 50 in ET Top 500 Companies' Listings for
Top 21 companies in Business Standard 1000 Ranking
'The Most Responsive Company 2005' - IT Hardware Category by The Economic
Times - Avaya Global Connect
'7th IETE - Corporate Award 2005' for performance excellence in the field of
OUR EXECUTIVE MANAGEMENT TEAM
Chairman & CEO
An engineer by training, Ajai Chowdhry is one of the six founder members of HCL
and took over the reins of HCL Infosystems, the flagship company of the group, as
President and CEO in 1994. He was appointed the Chairman of HCL Infosystems
in November 1999. In recognition of his contribution in championing the cause of
the domestic Indian IT industry, Ajai has been conferred the DATAQUEST ‘IT
Man of the Year 2007’ Award amongst other awards.
J V RAMAMURTHY
Chief Operating Officer
J V Ramamurthy is Chief Operating Officer, HCL Infosystems Ltd. He brings 3
decades of diverse Industry experience and leadership to the company. A
technocrat and a man of broad vision, he has spearheaded company’s entry into
number of new verticals and partnerships.
CFO & EVP
Sandeep Kanwar joined HCL in 1988 and in a span of eight years progressed to the
position of Chief Financial Officer at the young age of 35. He is well respected
amongst colleagues & customers for his financial acumen and management skills.
Hari, a BE graduate and alumni of IIM- Bangalore, has been associated with
leading companies like Philips, ITI, ETDC and Xerox. He has been instrumental in
building up the largest retail network for digital life style products in the country &
today heads the Distribution & Marketing Services for HCL.
George Paul, a graduate in Electronics & Telecommunications & joined HCL in
1983. He heads the Marketing Function along with HCL R&D.
Rajeev, an engineering graduate, joined HCL in 1983,. With two decades of
industry experience, he heads the Enterprise Solutions & services of HCL.
Rajendra Kumar joined in 1976. With three over decades of industry experience in
procurement, manufacturing & channel development, he heads the Retail, SME &
Education business for HCL.
M Chandrasekaran joined HCL in 1984. With over two decades of industry
experience in sales, support and marketing, he heads the office automation
products business for HCL.
Vivek joined HCL in 1986. An engineer by profession with over two decades of
industry experience in various functions, he heads the HR function for the
company. Credited with innovative HR initiatives that has made HCL among the
best companies to work for.
HCL Infosystems, India’s premier information enabling and integration has
received the ISO 9001:2000 certified specifies requirement for a quality
management system where an organization needs to demonstrate its ability provide
product and service that meets customer and applicable regulatory requirements.
ISO 9001:2000 also aims to enhance customer satisfaction through the effective
application of the system, including process for continual improvement of the
systems and the assurance of conformity to customer and applicable regulatory
The menu of HCL Infosys global services broadly covers IT consulting and
professional services in the area of vertical applications, technology, ERP
implementation and software development. This also includes a complete portfolio
of systems and network service for development. This also includes a compete
portfolio of systems and network service for facilities management, helpdesks,
systems supports and network and internet implementation.
HCL insys’ global customer include Samsung, Government of Singapore and
AMAL insurance Jurong port Singapore an d Malaysian’s BSN commercial bank,
SIA, DBS bank, May bank life assurance charted semiconductors.
HCL Insys’ chosen platform of total technology integration lends itself to
some very significant alliances with the global leaders. Among its partner are HP
for high end AISCE/UNIX services and workstation and HP open view network
management solution; Intel for PC and PC server building block Microsoft novell
and SCOag SOLUTION. Red hat, Linux, Samsung, Pivota for CRM solution and
ORACLE Sys. base and Information for RDBMS platform.
Today the company has aligned its operation into five entities that offer
seamless linkage for the customers seeking entry into the wired world through total
the ‘Integration solution and services.’
HCL Infosystems focuses on the ever-growing segment in imaging, Telecom
and Communication products solution and services. Now it has an exclusive sale
and support partnership with Toshiba Corporation, Japan for sales and services of
its imaging and photocopier products. HCL Infosystems products portfolio covers
a range of other office automation and communication products through alliances
with world leaders.
The Management network service offering for corporate include VPNs, ASP
offering, CO Location hosting, CDNs, security corporate internet telephony
solution, technical and consumer help desks, 24/7 network operating centre
monitoring and a host of value added networking services. Consumer services
include dialup PSTN/ISDN Internet access, Valufon calling cards and Voip
Doing training was really an opportunity before me when I could convert my
theoretical knowledge into practical and of real world type. Fortunately, the
company I got is a true follower of the various principle of management and also
one of the leading companies in its segment of the industry. The working
environment that I was being provided was extraordinary and helped me a lot in
delivering my work properly and with of mine. HCL Infosystems Ltd. Is one of the
renowned names in the Software and Hardware sector of computer industry?
The graph of sales of these respective product lines is the best in the industry
as compared to their competitors. I did my summer training project at HCL
Infosystems Ltd. Noida where I found all the professionals are very much
commited to their work as well as they were all professionals enough. This helped
me a lot in getting a good deal of exposure. As I had to consult the channel
partners, I felt in the beginning in a bit problem. But the cooperation of my
superiors at the work induced confidence in me to deal with my problems
whenever they came.
Born in 1976, HCL has a 3 decade rich history of inventions and innovation.
In 1978, HCL developed the first indigenous micro-computer at the same time as
Apple and 3 years before IBM’s PC. During this period India was a black box to
the Indian computer industry. The 80’s saw HCL developing know how in many
other technologies. HCL’s in depth knowledge of UNIX led to the development of
a fine grained-processor UNIX in 1988, three years ahead of Sun and HP.
HCL’s R&D was spun off as HCL Technologies in 1997 to mark their
advent into the software services arena. During the last eight years HCL has
strengthened its processes and applied its know how developed over 28 years into
multiple practices- semi-conductor, operating systems, automobile, avionics, bio-
medical engineering, wireless, telecom technologies and many more.
Today, HCL sells more PCs in India than any other brand runs Northern Ireland’s
largest BPO operation and manages the network for Asia’s stock exchange
network apart from designing zero visibility landing systems to the world’s most
Today, HCL sells more PCs in India than any other brand runs Northern Irelands
largest BPO operation, and manages the network for Asia’s largest stock exchange
network apart from designing zero visibility landing systems to land the world’s
most popular airplane.
HCL Infosystems Ltd. Is one of the pioneers in the Indian IT market, with its
origin in 1976. For over quarter of a century, we have developed and implemented
solutions for multiple markets, across a range of technologies in India. We have
been in the forefront in introducing new technologies and solutions.
In the early 70’s a group of young and ambitious technocrats embarked upon
a venture that would make their vision of IT revolution in India a reality. Shiv
nadir and five of his colleagues got together and 1875 set up a new company
MICROCOMP to start with they started to capitalize on their marketing skills.
MICROCOMP marketed calculators and with in a few month of starting operation
the company was out selling its major competitors.
On 11th August 1976 HINDUSTAN COMPUTERS LIMITED was
incorporated as joint venture between the entrepreneurs and UPOSCE, with an
initial equity of Rs.1.83 lacks.
SCOPE OF THE STUDY
“It is the most preferred employer and principal taking leading edge IT product
and service to the masses through sustained excellence.”
“We shall increase the shareholder value by improving the PAT through free
cash flow, reducing the BR cycle, inventory levels, wastage.”
Quality Policy Statement
“We shall deliver defect- free products, services and solution to meet the
requirements of our external and internal customers the first time, every time’
Objective of The Study
To fuel initiative and foster activity by allowing individuals of action and
innovation in attaining defined objectives.
To help HCL Infosystems people share in the company’s success, which they
make possible; to provide job security based on their performance; to recognize
their individual achievements and to help them gain of satisfaction and
accomplishment from their work.
It is uphold the dignity of individual
It is honor all commitments
It is committed to quality, innovation and growth in every endeavor
It is responsible corporate citizens
HCL Corporate selling and feedback and market share of HCL and
compared to other IT companies
The business of HCL and the company through its researchers wants to
know the potential in order to expand and retain its market share
Determined the Information Sources: The researcher gathered data
through secondary sources
PRIMARY DATA is collected through questionnaire, search and research
through place where today's computer has been mostly used
SECONDARY DATA is being search sites like magazines, newspapers,
journals, websites and the data has been collected through other
The researcher collected information through the official websites, magazines
DEVELOPED THE RESEARCH FRAME:
This included deciding upon various aspects for the project on which the entire
research is based. The research frame included:
NATURE OF STUDY
The project on which the researcher worked is descriptive and inferential in
The researcher took the help of both primary as well as secondary sources.
Secondary sources being interaction with various IT people of the selected and
has been chosen for the research by the researcher. Secondary sources being the
internet as the medium and the official sites of the companies of IT sectors and
corporate selling and feedback of HCL.
The researcher for the research used a Questionnaire cum Schedule for market
research for both the segments horizontal and vertical. The Questionnaire was
prepared by the researcher and Schedule was provided by the company in
which the researcher did its research report.
Sample size for the research is fixed. It counts to 55. That is the HCL
companies and corporate selling and feed of HCL in comparison between other
DATA ANALYSIS & GRAPHICAL DATA
SAMPLE SIZE: 55
1. Whicht type of computers do you use?
It was observed that almost 67% of the people use branded computers or other
gadgets for their business purpose. Hence can be concluded that more people want
branded products as they are not ready to compromise with the quality and services
2. Which brand computers do you use?
Brand used Total Nos.
This observation showed that HCL is among the top used brands. Major part
under the pie-chart goes to HCL. So HCL should continue making efforts to attract
new market and sustain the existing market.
3. What is the number of installed desktops?
Installed desktops Total Nos.
< 15 19
Most of the surveyed and found the use of computers within the 15-55 range. So
it can be inferred that the main target market is which lies in the middle range.
Thus we targeted mainly on SME (small and medium enterprise).
4. What is the number of used servers?
Servers used Total Nos.
3 to 5
From this observation, it was concluded that numbers of servers were directly
proportional to the number of desktops used.
5. What is the number of installed laptops?
Number of laptops Total Nos.
1 to 5
5 to 15
15 to 30
It was observed that maximum computers and laptop users ranging between 5-25.
This area can be focused.
6. What is the brand used for laptops?
Laptops brand Total Nos.
Observation showed that Toshiba was the major brand used in laptops.
Various other brands like HP and Samsung etc. are also used. HCL has also a good
7. Do you have AMC?
Company place having AMC 30
Company place not having AMC 25
Company place having
Company place not
According to above graphical data interpretation, that is the most important places
where computer has been used and it has been observation and showed that less
than 60% hospitals have their AMCs. This area can also be considered.
8. What type of company is having the AMC?
a.)Regional office of the company
b.) Any other local player
Type of AMC company Total Nos.
Authorized regional office 24
Local players 6
regional office of the
any local player
That the above graph shows that the use of AMCs in regional office and local
players prefers authorized regional offices to select for the service rather than
going for a local player.
9. Are you facing any problem with current used product line?
Facing problem 15
Not facing problem 18
Not faced problems yet 22
not facing problem
not faced problems yet
That the above graph shows that the above observation showed that major number
of users are either not facing any problem or they have not being encountered with
10. Are you planning to make any new purchase?
c.) Not yet planned
Planning about new purchase Total Nos.
Planning to purchase 9
No planning 17
Not yet planned 29
planning to purchase
not yet planned
That the above graph show that the most of the users have not planned about
making a purchase and a very few are planning to make a buy.
11. How do you find the HCL products?
e.) Not tried yet
Reaction about HCL products Total Nos.
Not tried yet 10
not tried yet
According to above graph shows that the maximum of HCL user are satisfied with
the products and services provided. Very few have not tried yet HCL on a business
scale, but most of them have an experience about HCL.
12. Do you want to know more about HCL products?
Wanted knowledge about HCL Total Nos.
want info about HCL
no info wanted
That the above graph shows that the observation and the most of the people are
interested in knowing more about the brand and have the urge to buy.
13. Do you require demo for any product?
Interested in demo 24
Not interested in demo 31
interested in demo
not interested in demo
This observation showed that almost 45% of the sample was interested in demo.
14. Do you want to buy any product? (Commercial proposal)
c.)Not yet decided
Commercial proposal Total Nos.
Not yet decided 28
Not yet decided
That the above graph shows that the above observation showed that almost a huge
chunk of hospitals surveyed either doesn’t want or they have not planned for any
MAJOR PLAYERS IN THE MARKET
OT HE RS
Established in 1997 Sahara Computers assembles and markets computers &
peripherals through a global distribution network that covers established and
emerging markets. The company is owned by Sahara Holdings, a fully Broad-
Based Black Economic Empowered entity, and is based in Johannesburg, South
Africa. It is the official distributor and Original Equipment Manufacturer (OEM)
for a variety of top international vendors.
An accredited member of the Proudly South African campaign, the Sahara
business network stretches across South Africa to include Cape Town, Durban &
Port Elizabeth. The company has established a strong presence globally, with
offices across EMEA, including Nairobi & Mombassa in Kenya and Botswana,
Dubai, the U.K and China.
Sahara Computers is currently the largest operation of its kind in Southern
Africa. Owned by Sahara Holdings group, company boast an annual turnover over
1.4 billion Rand. Sahara Holdings strictly adheres to the principles of Broad-Based
Economic Empowerment and established itself among the frontrunners of
empowered organizations within the ICT sector when it confirmed its participation
in an empowerment deal valued at R640 million in 2006.
For the deal Sahara Holdings sold 27% of their shares to a newly established
consortium represented by mining and mineral resource Group Mvelaphanda
Holdings (Pty) Ltd. chaired by Tokyo Sexwale, and Afripalm Consortium, a local
investment company chaired by Lazarus Zim.
The deal incorporates subsidiaries and associates of Sahara Holdings
including Sahara Computers Pty Ltd., Sahara Systems Pty Ltd., Sahara
Consumables Pty Ltd., Sahara Distribution Pty Ltd. and Annex Distribution Pty
This venture signals a new era in the transference of the benefit and value
associated with technology, through to communities and individuals. It also
reinforces Sahara’s pledge to provide access to high quality, affordable
communication technology and infrastructure. It is the competency and dynamic
attribute of Sahara Computers that has won it the confidence of many major IT
suppliers, representing key product and component ranges.
These Include Internationally Renowned Leading Brand Names Such As
Microsoft, the global leader in software, services and peripherals;
Foxconn, a leading manufacturer of connectors and cable assemblies in
the world; Samsung, technology giant, Creative Labs, global leader in
PC entertainment products, Intel, world’s leader in PC microprocessors;
AMD, the fastest growing CPU vendor; SMC, total network solutions
provider; Maxtor, leading hard disk and storage solutions provider;
Symantec, world leader in internet security; and Epson and Lexmark,
high quality printing industry giants.
Thus, With vast expansion goals set to by the Sahara team, and a
strategic roadmap plan for expansion this multinational group of
companies is set to be an explosive force in the future of IT in Africa
and Asia. Indeed aiming to be ‘The ultimate in PCs’.
SAHARA PROFESSIONAL P C:-
Processor AMD Athlon64 ™ 3500+ 939-Pin
OS Genuine Windows® XP Professional Edition
Memory 512MB PC400 DDR
VGA & Graphics
Hard Drive 160GB 7200rpm
Optical Drive 16X Dual Layer DVD Writer
Processor AMD Athlon64 ™ 3500+ 939-Pin
Genuine Windows® XP Professional
Memory 512MB PC400 DDR
VGA & Graphics
Hard Drive 160GB 7200rpm
Optical Drive 16X Dual Layer DVD Writer
SAHARA WINDOW PC’S:-
Intel LGA775 541, Intel P4 - 630 ® 3.0GHz
AMD Athlon64 ™
Processor 3.2GHz HT CPU CPU - LGA775 2MB
Genuine Windows® Genuine Windows® XP
OS XP Professional
Media Centre Edition Professional Edition
512MB PC533 DDR2
Memory 512MB PC400 DDR 512MB PC400 DDR
160GB SATA 7200 rpm
Hard Drive 160GB 7200rpm 160GB 7200rpm
Optical 16X Dual Layer 16X Dual Layer DVD
Drive DVD Writer Write
SAHARA AMD PC’S:-
AMD Athlon64 3500+ 939-
Processor AMD Athlon64 ™ 3500+ 939-Pin
Genuine Windows® XP Genuine Windows® XP Home
Professional Edition Edition
Memory 512MB PC400 DDR 512MB PC400 DDR
Hard Drive 160GB 7200rpm 160GB 7200rpm
Optical Drive 16X Dual Layer DVD Writer 16X Dual Layer DVD Writer
SAHARA VALUE PC’S:-
Models DT2510-C2 DT7120-FC
Intel Celeron-D 331J 2.66Ghz CPU AMD Athlon64 3500+
- LGA775-EMT64T 939-Pin
Genuine Windows® XP
Memory 256MB PC400 DDR 512MB PC400 DDR
Hard Drive 40GB 7200 rpm 160GB 7200rpm
Optical 16X Dual Layer DVD
52X CD-RW Drive
Dell Inc. listens to customers and delivers innovative technology and
services they trust and value. Uniquely enabled by its direct business model, Dell
sells more systems globally than any computer company, placing it No. 25 on the
Fortune 500. Dell's climb to market leadership is the result of a persistent focus on
delivering the best possible customer experience by directly selling standards-
based computing products and services. Revenue for the last four quarters totaled
$57.9 billion and the company employs approximately 78,700 team members
around the globe.
Dell was founded in 1984 by Michael Dell, the longest-tenured executive to
lead a company in the computer industry. The company is based on a simple
concept: by selling computer systems directly to customers, Dell could best
understand their needs and efficiently provide the most effective computing
solutions to meet those needs. This direct business model eliminates retailers that
add unnecessary time and cost, or can diminish Dell's understanding of customer
The direct model allows the company to build every system to order and
offer customers powerful, richly-configured systems at competitive prices. Dell
also introduces the latest relevant technology much more quickly than companies
with slow-moving, indirect distribution channels, turning over inventory in just
five days on average.
The Dell Effect
For more than 20 years, Dell has revolutionized the industry to make computing
accessible to customers around the globe, including businesses, institutional
organizations and individual consumers. Because of Dell's direct model—and the
industry's response to it—information technology is more powerful, easier to use
and more affordable, giving customers the opportunity to take advantage of
powerful new tools to improve their businesses and personal lives.
Dell has demonstrated this effect time and again as it enters new,
standardized product categories, such as network servers, workstations, mobility
products, printers and other electronic accessories. Nearly one out of every five
standards-based computer system sold in the world today is a Dell. This global
reach indicates our direct approach is relevant across product lines, regions and
Compaq Computer Corporation was an American personal computer company
founded in 1982, and now a brand name of Hewlett-Packard.The company was
formed by Rod Canion, Jim Harris and Bill Murto — former Texas Instruments
senior managers. The name "COMPAQ" was derived from "Compatibility and
Quality", as at its formation Compaq produced some of the first IBM PC
Once the largest supplier of computing systems in the world, previously
regarded as perhaps the most reputable manufacturer of mid-range hardware it
existed as an independent corporation until 2002, when it merged with Hewlett-
Compaq was founded in February 1982 by Rod Canion, Jim Harris and Bill Murto,
three senior managers from semiconductor manufacturer Texas Instruments. Each
invested $1,000 to form the company. Their first venture capital came from Ben
Rosen and Sevin-Rosen partners. Like many small startups with unique
beginnings, the original Compaq PC was first sketched out on a placemat by the
founders while dining in a local Houston restaurant, House of Pies.
In November 1982 Compaq announced their first product, the Compaq
Portable, a portable IBM PC compatible personal computer. It was released in
March 1983 at $2995, considerably more affordable than competitors at the time.
The Compaq Portable was one of the progenitors of today's laptop. It was the
second IBM PC compatible, being capable of running all software that would run
on an IBM PC.
On June 28th 1984 Compaq Released the Compaq Deskpro, a 16-bit desktop
computer using an Intel 8086 microprocessor running at 7.14MHz. It was
considerably faster than an IBM PC and was, like the Compaq Portable, also
capable of running IBM software. This was the first of the Compaq Deskpro line of
In 1985, Compaq released the Compaq Deskpro 286, a 16-bit desktop
computer using an Intel 80286 microprocessor running at 8 MHz and capable of
supporting up to 7 MB of RAM. It cost $2000 for the 40-MB hard disk model. It
was considerably faster than an IBM PC AT which ran at 6MHz at that time and
was, like the Compaq Portable, also capable of running IBM software.
When in 1986 Compaq introduced the first PC based on Intel's new 80386
microprocessor, the Compaq Deskpro 386, they began a period of increasing
performance leadership over IBM, who were not yet using this processor. An IBM
machine eventually reached the market seven months later, but by that time
Compaq was the 386 supplier of choice and IBM had lost its image of technical
This technical leadership and the rivalry with IBM was emphasised when the
Systempro server was launched in late 1989 - this was a true server product with
standard support for a second CPU and RAID, but also the first product to feature
the EISA bus which was designed in reaction to IBM's MCA (MicroChannel
At the same time as they began to dominate the server market, in the early
1990s Compaq entered the retail computer market with the Presario, and was one
of the first manufacturers in the mid-1990s to market a sub-$1000 PC. In order to
maintain the prices it wanted, Compaq became the first first-tier computer
manufacturer to utilize CPUs from AMD and Cyrix. The price war resulting from
Compaq's actions ultimately drove numerous competitors, most notably IBM and
Packard Bell, from this market.
Compaq Armada M300
Compaq Professional Workstation AP400
Tc1000, a tablet notebook
ROLE OF ADVERTISEMENT
Advertisement plays an important impact on consumers to purchase destop
pc’s of brands. Now a day we see that each and every company endorsing brand
ambassadors so that to attract customers and make their customer base more &
more. IBM has signed Saif Ali Khan to endorse his products Shahrukh khan was
endorsed by compaq so that more & more computes can be sold out.
Indian PC Market to Show Double Growth than the World
PC market in India will likely grow at 20%, almost double of global PC
market this year, as per Gartner, the research firm. However, the growth in Indian
PC market will be five percentage-points lower in comparison to what it was last
Gartner forecasts that PC makers will ship 255.7 million units worldwide
this year, a 10.5% increase from 2006. Revenue, on the other hand, is projected to
increase only 4.6% to US$213.7 billion, as average selling prices continue to drop.
In 2007, worldwide shipments of PCs are expected to increase 10.5% from
last year to reach 255.7 Million units. On the other hand, the revenues are
anticipated to grow just 4.6% and reach US$ 213.7 Billion with continuous decline
in average selling prices. Emerging markets will play a key role in this growth.
“Emerging markets and mobile PCs will continue to provide growth.
However, falling average selling prices (ASPs), slowing replacement activity, and
further declines in mature market desk-based PC shipments will keep PC vendors
under pressure to rationalize their operations or exit the market,” as per George
Shiffler, research director with Client Platforms Markets Group of Gartner
Dataquest. The statement appeared in IndiaTimes Infotech on March 21, 2007.
As said by IDC, PC shipments in India increased 25% in 2006. “The
consumer and the SMB segments will be the major drivers of the Indian market.
High demand for mobile PCs bolstered the growth, overtaking sales in the desk-
based segment. In addition, with a greater focus given to e-governance, the
government spend is expected to propel the market further”, said Gartner India’s
principal analyst, Diptarup Chakraborti while commenting on Indian market.
IndiaTimes Infotech published this statement on March 21, 2007.
As per the RNCOS report “Portable Electronics Market - Worldwide
(2006)”, “A fundamental move toward mobile computing going on in the market is
making significant contribution to the top line growth.”
Marketing Strategies of Each company to attract Customers
Now a day every companies playing strategies so as to attract customers and
increase revenues and also customer base.Pent-up demand, attractive price points
and economic stability propelled PC growth. PCs are acting as entertainment
centers with TV functionality, supported by the digital sound experience and large
Some of the Strategies They Are Playing
Vista and Office 2007 hit the market
Microsoft has opened the doors for consumers to
Purchase its latest Operating System, Windows
Vista and Office 2007 with a grand launch across
70 countries. Microsoft released the latest version of
its operating system Windows Vista and Office 2007 for corporate customers in
November 2006. Now it has launched the software for the masses, i.e. non
corporate consumers. The consumer launch took place on 30th January across 70
countries. Windows Vista is the first major Windows launch by Microsoft since the
launch of Windows XP in 2001.
These products are launched to ‘wow’ customers with features like enhanced
security, better search, improved parental control and an all new interface.
According to Ravi Venkatesan, Chairman, Microsoft India, “This is the launch of
the decade for Microsoft and the biggest for us in India, with the design of this
product we have dealt with the security issues.” In India, OEMs including HCL,
HP, Lenovo, Sahara, Wipro and Zenith are launching Vista compatible PCs.
Windows Vista and Office 2007 will be made available to the public in
several editions. The consumer editions are Windows Vista Ultimate, Windows
Vista Home Premium, Windows Vista Home Basic and Windows Vista Starter.
Vista is being shipped in 18 languages including Hindi. Extending the Indian
language support, Microsoft will have 13 more Indian languages including Telugu
and Marathi and support for these is expected by early 2008. Office 2007 comes in
two consumer editions—Office Home & Student 2007 and Office Basic 2007.
On the commercial front, Munglani feels that decision cycles are still slow,
but there is a definite increase in queries and tenders. He feels that government
funded projects need to increase, and points to the recent Andhra Pradesh schools
project, which pulled in more than 5,000 units, as a good example of what
government enthusiasm for IT can do.In conclusion, going by what the industry
feels and what the numbers reveal, recovery is definitely taking place in the
industry, though caution is still the prevailing sentiment.
However, the bottom line is that the days of super growth seem to be over.
While IDC has predicted 22.3 percent growth in 2003, not everyone in the industry
seems to be ready to join in the chorus. HP’s Sai Chandrasekhar says that their
assessment is an expectation of 10-15 percent growth, which he feels is very
realistic. “It is unlikely that the market will return to the heady days of 30 percent
growth,” he explains. Kochhar of Skoch seconds that when he says, “We can no
longer look at heady growth rates like 40 percent or 60 percent...the market has
been growing more in single digit to low two digit growth rates.”
And that seems to be the future that India’s PC brigade faces-but well, surely
even low two digit growth rates are better than negative growth, and that’s the
reason for the cautious smiles on the faces of PC vendors. Hopefully, the next
quarter will bring even broader smiles.
PARTY TIME FOR BRANDED PC PLAYERS
The PC market is rocking with branded PC vendors grabbing marketshare
from the assembled players, says Kusum Makhija
The overall market for desktop personal computers registered a 28.2 percent
growth during calendar year 2004 as compared to the previous year. What is
significant is that branded PCs continue to make impressive gains against the grey
market. According to IDC, the share of branded PCs grew from 36.2 percent in
2003 to 49.2 percent in 2004, registering an impressive growth rate of 74.3 percent.
Interestingly, the grey market remained flat, registering a growth of 2.2 percent,
while the total desktop PC market registered a growth of 28.2 percent.
Shiv Nadar Ajai Chowdhry J V Ramamurthy
Founder HCL, Chairman Co-Founder HCL, Chief Operating
and CEO Chairman and CEO Officer
HCL Technologies HCL Infosystems HCL Infosystems
Vineet Nayar Ranjit
President: HCL President and CEO of the
Technologies HCL Technologies (BPO)
From the above graph it is clear that in Indian Hardware Industry the HCL
Infosystems Ltd. share is highest in all branded companies. But still very high
portion about 57.5% is in favour of unbranded local companies, which is still a
challenge towards all.
The share of the unorganized sector has been falling steadily with the fall in
price of branded PCs. A recent phenomenon has been the increasing share of Tier 2
towns and cities in the PC sales thereby indicating increased PC penetration into
Sales of notebooks have averaged around 50,000 in the past two years.
Printers have been traditionally the fastest growing segment of the PC peripherals
market. Even when PC sales were increasing by 39%, printer sales increased by
41%. The slowdown affected printer sales too and in 2001-02, the increase was just
1%. In that year, 836,122 printers were sold and that included inkjet, laser and dot
matrix. The momentum is expected to pick up in 2002-03 and the printer market
would grow at 8% to reach 900,000 printers. Due to falling prices, Laser printer
sales are growing fastest.
In future, HCL’s hardware sales to the institutional segment are likely to
remain stable, with sustained hardware spending by all the verticals, especially the
banking and financial services sector. Besides, in retail hardware sales, a continued
reduction of price points, facilitated in part by the recent reduction in excise duties
on PCs, is likely to reduce the price advantage of the small assemblers, and augur
well for branded PC manufacturers like HCL. In the medium term, HCL’s margins,
despite its sales tax advantages, may be affected by the likely removal of duty
protection on manufactured PCs from the year 2005. With imported PCs becoming
cheaper, it may be critical for HCL to establish an alternate supply chain based on
imports of finished PCs. Nonetheless, its financial risks are mitigated by its low
gearing, substantial liquid investments and unutilized working capital limits.
IDC declared its numbers for the Indian PC market for financial year 2005-
06 today. The year recorded an impressive growth in terms of unit shipments - the
market grew 30% over financial year 2004-05 to exceed the 4.6 million-mark,
according to IDC's India Quarterly PC Market Tracker, 1Q 2006, May 2006
REVISITING THE LOW-COST PC MARKET
A computer at nearly one-third of current prices is a dream for most Indians.
And yet, buyers are not holding their breath for these devices. For experience has
proved that expectations are seldom met. However, this time around, those
propagating low-cost computing solutions have taken a different route. Chris Ann
Fichardo elaborates on the difference.
The buzz is in the air again. PC manufacturers are excited. Users are
expectant. Even institutions like the IITs are enthusiastic. The reason: India’s
dream of an affordable PC (priced below Rs 10,000) is ready to hit the market. For
nearly a decade this dream has struggled to become a reality. India Inc. has made
many noteworthy attempts in the past to introduce low-cost computing solutions,
but in vain. Be it Wipro’s Janata PC, iNabling Technologies’ e-mail device,
iStation, or the much-talked about handheld device, the Simputer—all brilliant
concepts that have not quite made it commercially yet.
The company netcore is doing groundbreaking work to make possible the Rs
5,000 PC (5KPC), says that if the price point of a PC comes down between Rs
5,000 to 10,000 per user, India has the ability to absorb 10-20 million PCs a year
for the next several years. This potential gains further significance when one
realizes that the present market size is just two million PCs a year! In the last 20
years the installed base has barely crossed six million PCs in India.
According to Richard Brown, director for International Marketing at VIA
attributes this sudden interest by vendors to the "real growth potential" of the low-
cost PC market."I remember five to seven years ago when the first $1,000 PC
appeared (introduced by Compaq), people wondered if the price point was for real.
And since then there has been a continuous push down in the price points for PCs,
which is a sign of commoditization of the industry. For a long time the industry has
resisted moving to lower price points, and now they are actually seeing that there is
demand in that space and they are buying into it," he says.
CHANGING TRENDS IN PC MARKET
With prices of PCs being slashed, the education sector is expected to see a
high demand for personal computers.
Consumers are shifting their focus of PC computing from an average system
to one that is closer to a high-end system and upwards.
The need for the most powerful multimedia computers is increasing.
Linux might gain ground in the government and defence sectors.
Customers, both in the consumer as well as in the commercial space will
demand better service levels from vendors.
Service and support is going to be a critical aspect of vendor strategy.
Depreciation period of IT products should be reduced to further boost
The desktop space will see more and more entertainment-oriented features
getting integrated into the normal PC.
The enterprise space will witness more stress on security, TCO,
manageability and multiple levels of redundancy, among others
Companies, which will offer affordable innovation will gain market share.
Unicode will drive PC penetration into rural markets
SME will continue to be a major segment.
The industry has standardized on 80 GB HDDs.
Trends Expected In 2009
In the future, with more duty cuts expected, analysts believe branded PC
players will gain further against assembled players. Retail may get a
renewed thrust. Observes Raj Saraf, Chairman and Managing Director,
Zenith Computers, “We have1300 retail outlets today, which we hope to
grow to 15000 by the end of 2009.”
While vendors are bundling in Linux to bring down costs, analysts see
desktop Linux confined to the government and education sector. Linux on
the desktop is unlikely to make inroads in the enterprise. Prices of computers
have been falling rapidly, but vendors do not think prices of PCs will fall
significantly in 2009.
While 2007 saw strong demand emerging from select sectors such as the
government and BPO outfits, 2008 could be relatively flat as most BPO
firms are in the process of consolidation and not growth.
PC MARKET: TOP TRENDS
PC market revival may happen in second half of this year. Post-Budget PC
prices will remain constant or rise marginally. Indian brands will survive, but they
need to decide on an unambiguous competitive pitch. Thrust into the B & C class
towns will be aggressive, by Indian and MNC players alike. The notebook market
will show significant gains in 2002-03. If you want to know what the future holds
for the Indian PC industry, the one fact you cannot afford to ignore is the current
slowdown not just falling growth, or a gentle trough, but the horrible spectre of
The near panic the industry witnessed in the wake of this terrible time was
reflected in the price slashes and bundling offers anything to kick start stagnating
sales graphs was acceptable. And that took the PC to almost commodity status in
But then, that’s history. And in business, history is not what sells; promises
of a rosier future do. According to industry association MAIT’s president Vinnie
Mehta, sales have picked up in the JFM quarter, which is traditionally a high sales
quarter, and as of now, they’re hoping that this will be a sustained phenomenon in
spite of a lackluster Budget that did almost nothing to push up demand for PCs.
PRICES DO AN ABOUT-TURN
Immediately after this year’s Budget, most PC vendors said PC prices would
remain constant, and some even pointed out that prices would rise, thanks to
increasing memory prices. That should be one of the key differentiators between
last year and the financial year ahead PC prices are not likely to come down, and in
all probability, will actually see marginal rises.
Says Vasu Srinivas of IDC India, “While the initial response to the slowdown
was to slash prices, when it began to hurt, PC vendors began to take a profitability
approach. They are now seeking out the more profitable deals and aiming for better
prices with lower volumes.”
Another factor that will contribute to stable prices is the move by the big
distributors to cut credit periods down the line from 30 to 15 days. This move,
coming in the wake of big defaults among IT channels, will discourage speculative
and rash pricing and margin policies that result in price wars the industry can ill
TRIUMPH OF THE MNC BRIGADE
In recent times, one of the most important trends in the Indian PC business is
the sight of MNC vendors turning leaders. Yes, HCL Infosystems, the leader in the
desktop segment, is as Indian as they come, and the company’s leadership position
seems in no immediate danger, but it’s not insurmountable either.
All it will take is the HP-Compaq deal going through in the United States,
and HCL will become No 2 to an MNC behemoth that will then control almost
double of HCL’s market share, which currently stands at 8.6 percent, according to
George Paul, head-marketing, HCL Infosystems. While everyone admits that the
market share of MNC brands has gone up, and mostly at the expense of Indian
brands, this issue generates a lot of heat and passionate arguments.
BIG BUYERS MATTER
While the move to B & C class cities attracted attention, the biggest buyers of PCs
pretty much remained constant, and they’re expected to continue to be the saviours
of the beleaguered PC industry this year too. The honours go to the government
both at the Centre and the states, and the banking and financial sector mainly PSU
banks. Another segment expected to contribute significantly to PC buying this year
is the telecom sector.
Retail’s still in vogue
MOBILE COMPUTING, ANYONE
Mobile computing is also expected to have some effect on the PC market in
the coming year. And in many ways, this may just be the beginning of things to
come in the Indian PC market.
When will the good times start rolling again? The pundits have differing
opinions. IDC India says the PC industry is expected to grow by 5.1 percent in
2002, and adds that PC buying is expected to revive in 2003, when a growth rate of
20 percent is forecasted. Kochhar of Skoch says this year will see some revival,
though he warns that heady growth rates will not return without policy measures
like 100 percent depreciation from the government. MAIT is hoping that the slight
upturn in the JFM quarter is a portend of things to come, even though it revised
industry sales projections for 2001-02 downwards from 2.45 million units to 1.65
THE DECISION MAKING PROCESS
Decision makers, who are used to depending on their past experiences, must
make decisions and take actions in the rapidly changing world we face today. In
this turbulent environment, the ability to successfully view the current situation
through the traditional "good judgment" viewpoint is weakened through increasing
external noise (a multitude of information sources on multiple topics) and
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT (CRM)?
CRM is a term that is often referred to in marketing. However, there is no
complete agreement upon a single definition. This is because CRM can be
considered from a number of perspectives. In summary, the three perspectives are:
1. CRM from the Information Technology Perspective.
From the technology perspective, companies often buy into software that
will help to achieve their business goals. For many, CRM is far more than a new
software package, the renaming of traditional customer services, or an IT-based
customer management system to support sales people. However, IT is vital since it
underpins CRM, and has the payoffs associated with modern technology, such as
speed, ease of use, power and memory, and so on.
2. CRM from the Customer Life Cycle (CLC) Perspective.
The Customer Life Cycle (CLC) has obvious similarities with the Product
Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of
lifetime value to the customer i.e. looks at the products of services that customers
need throughout their lives. It is marketing orientated rather than product
orientated. Essentially, CLC is a summary of the key stages in a customer's
relationship with an organization.
3. CRM from the Business Strategy Perspective.
The Business Strategy perspective has most in common with many of the
lessons and topics contained on this website, and indeed within the field of
marketing itself. The diagram below shows the Marketing Teacher Model of CRM
and Business Strategy. Our model contains three key phases - customer
acquisition, customer retention and customer extension, and three contextual
factors - marketing orientation, value creation and innovative IT.
A commonly cited definition of CRM is that of CRM (UK) Ltd (2002), as
Customer Relationship Management is the establishment, development,
maintenance and optimization of long-term mutually valuable relationships between
consumers and organizations. The relationship delivers value to customers, and
profits to companies. The relationship is supported (but not driven) by cutting edge
IT. The business strategy is based upon the recruitment, retention and extension of
products, services, solutions or experiences to customers. This is the core of CRM.
HCL’s strengths are many, to mention a few:
a) Global Presence:
• Its collaborations and joint ventures with international companies
such as Perot System, and partnership with world leaders like
Ericsson, Toshiba, Nokia, Oracle and Microsoft, enable it to bring the
best technology available world wide to its consumers.
• 24 locations in 16 countries.
b) Fast paced and flexible work culture which provides its employees
autonomy to accomplish the task without much pressure from the
higher authorities. Thus, employees are motivated to give their best to
c) The core strength of HCL is the talent and innovativeness of its people
which enables it to provide the “right solution at the right time.”
d) The mass markets handled through a chain of dealers, resellers and
retailers which helps bring technology usage closer to the individual.
It has very strong distribution network.
e) Its pool of competencies : Hardware, Software, Training, Networking,
Telecom and System Integration.
f) Ability to understand customer's business and offer right technology.
g) Long standing relationship with customers.
h) Pan India support & service infrastructure.
i) Best-value-for-money offerings.
a) After sales service.
b) Less promotional campaigns.
a) IT industry booming at a rate of 45% every year.
b) Increasing consumer awareness about IT and its use.
c) Tremendous untapped potential of IT products in India.
d) Increasing competition.
e) Tie ups with various MNCs enable to extract their core competencies.
a) Local assemblers are biggest menace for the company.
b) Entry of MNCs i.e. IBM, Compaq giving direct competition.
c) Govt. instability has a long term repercussions affecting company’s
policies & its growth.
d) Technological shift as a result of research & development. Daily new
technologies are emerging.
Concluding the S.W.O.T. analysis in words that prosperity lies ahead for
HCL. In order to retain its position as India’s No. 1 IT conglomerate, it has to
come out with the state of art as well as futuristic technologies to its consumers
well before time.
FINDINGS & LIMITATIONS
Every project has some limitations even the researcher came across some
limitations while working on the project which made the analysis a little
inappropriate at times. Some of the basic limitations faced during the research are
Only limited number of authorized, companies and other areas where it has
been found 55 players was covered in the study.
Most of the research was based on cold calls, so then visited many places i.e.
authorized and local areas and where it had not responded much.
There was a bias on the part of the respondents.
Companies that were contacted through telephone at times did not give
correct information to the researcher.
The IT manager or the person heading the IT Department did not have the
rights to give the authorized official information to people other then the
members of the official itself and the high officials.
At times there was a problem of non response from the hospitals, companies
and other authorized and unauthorized areas which affected the result of the
project being done by the researcher.
HCL is having large number of channel partners but it is not supporting &
taking care all of them equally which results in increasing discontentment
among new channel partners because its not possible for company to support all
of them equally. Company should take some positive action against it.
Company executive should visit dealers on regular basis.
They should pay proper attention towards checking of various components of
PC before end user delivery. Otherwise it tends towards defame of brand name
in comparison to rivals.
Need to expend customer care center as the consumer base of HCL Infosystem
is increasing with tremendously fast pace.
Proper attention should be paid for advertisement planning otherwise it may
lead to problem for dealer as well as for company.
Company should tie up with some event management company to organize
various promotional activities like canopy, Carnival.
Company should make policy for fixed end user price for all dealers so that fair
game will be played & dealer would not to compromise on their margin.
Marketing is a very crucial activity in every business organization. Every
product produced within an industry has to be marketed other wise it will remain
as unsold stock, which will be of no value. I have realized this fact after
completion of my summer training project. Despite of various difficulties and
limitations faced during my summer training project on the topic “ Corporate
Selling and Feedback ”. I have tried my level best to find out the most relevant
information for the organization to complete the assignment that was given to me.
After completion of my summer training project I have gained several experiences
in the field or sales marketing. I have got the opportunity to meet various people,
which fluctuate in different situation and time. This summer training project has
given me the opportunity to have first experience in the corporate world.
Theoretical knowledge of a person remains dormant until it is used and tested in
the practical life. The training has given to me the chance to apply my theoretical
knowledge that I have acquired in my classroom to the real business world. I have
completed my summer training project in which are involved in its successful
completion. In spite of few limitations and hindrance in the summer training
project I found that the work was a challenge and fruitful. It gives enough
knowledge about the computers market and the distribution process undertaken by
an organization. This summer training project has enabled my capability in order to
manage business effectively and in my career in future.
AUTHOR: KOTLER PHILIP
TITLE: MARKETING MANAGEMENT
PLACE OF PUBLICATION: DELHI
PUBLISHER: TATA MC GRAW HILLS
PUBLISHING CO. LTD
MAGAZINES / JOURNALS / NEWSPAPERS
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