a study on new prospect identification in emerging markets

A Study on Identification of New Prospect

A STUDY ON NEW PROSPECT IDENTIFICATION IN EMERGING

MARKETS WITH REFERENCE TO “MISTRAL SOLUTIONS”

INTRODUCTION

Global Scenario Outlook

In the threshold of a new millennium, people often feel a growing uncertainty

about their future. Certainly many countries today suffer from chronic high

unemployment, a persistent deficit, and a deteriorating purchasing power. Clearly,

national economics are undergoing rapid and often wrenching transformations.

Tow forces underlie the dramatic changes; one is Globalization, the explosive

growth of global and international competition. No country can isolate from the

world economy, if it closes the market from foreign competition, their people have

to pay more for the low quality product.

The other force is Technological change. This decade has witnessed remarkable

advances in the availability of information and speed of communication; in new

materials; in biogenetic advances and drugs; in electronic marvels.

The paradox is that globalization and technology advances open up many new

opportunities even as they threaten the status quo. We must thank the globalization

and technology advancement for the tough competition among the companies,

which were playing safely with huge profit. These give them a boost for the quality

and the price aspect for their product and service they are producing.

MES Institute Of Management


Indian prospective:

India is a service based economy. In India impact of global trend is replicated.

India depends on service sector heavily around 60% of its GDP and growth. It is

also a significant employment generator. Service sector encompasses a variety like

tourism, rail freight, logistics, hotel industry; healthcare, financial services like

insurance and banking have been growing at 28% over the last 5 years, which is

remarkably higher than the GDP growth of 7%.

The service sectors of Indian economy that have grown faster than the economy

are as follows:

Information Technology (the most leading service sectors in Indian economy)

IT-enabled services (ITeS)

Telecommunications

Financial Services

Tourism Services

Hotels and Restaurants

The service sector of India has also witnessed a remarkable rise in the global

market apart from the Indian market. The broad-based services in the trade sector

have undergone a large-scale rise.

The software services in Indian economy along with the export of products is

growing at a massive pace and thereby witnessed an alarming rise of 35.5 percent

and reached a lump sum amount of USD 18 billion. The ITeS and BPO sectors

grew by 33.5 percent and earned revenue of USD 8.4 billion. The service sector of



Indian economy has been the most high-powered sector in India's economy. It has

also been focusing in various investments of late. As Indian economy is looking

forward for more liberalization, sectors like banking are on its way to loom large

and occupy a more significant position in India's economy.

Prospects over the next few years are robust and industry confidence is high.

India’s service industry is also contributing though a meager 2% service exports

but is on growth stage.



General Introduction of the study:

Marketing is the process of ascertaining consumer needs, converting them in to a

product or service, and then moving the product or services to the final consumer

to satisfy such needs and wants of specific customer segment or segments with

emphasis on profitability ensuring the optimum use of the resources. Marketing

has often been described as “the art of selling product” but people are surprised

when they hear that the most important part of marketing is not selling. Marketing

management aims to help identify needs and wants, then it facilities the exchange

process and enhance customer satisfaction.

Today it is fashionable to talk about the new economy. We hear that business

operating in globalized economy; that things are moving at a Nano second place;

that our markets are characterized by hype – competition; that disruptive



technologies are challenging every business; and that businesses must adapt to the

empowered customer. Marketing is typically seen as the task of creating,

promoting and delivering goods and services to the consumers and business.

The American Marketing Association offers the following definition:

Marketing is the process of planning and execution of conception, pricing,

promotion and distribution of ideas and goods and services to create exchanges to

satisfy individuals and organizational goal. Coping with

Exchange process calls for a considerable amount of work and skill. Marketing

management takes place when at least one party to a potential exchange thinks

about the means of achieving positive response from other parties. We see

marketing management as the art and science of choosing target markets and

getting, keeping and growing customers through creating, delivering and

communicating superior customer value.

Mistral is a technology design and integration company providing

end-to-end services for product development and deployment. Mistral is focused in

three business domains: Product Engineering Services, Defense Solutions and

Homeland Security. Mistral provides total solutions for a given requirement, which

may include hardware board design, embedded software development, FPGA



design, systems integration and customized turnkey solutions. These services

benefit end-users and customers, in accelerating time-to-market for a broad range

of applications in these focus domains.

Theoretical Background of the study:

Global sourcing is the practice of sourcing from the global market for goods

and services across geopolitical boundaries. Global sourcing often aims to exploit

global efficiencies in the delivery of a product or service. These efficiencies

include low cost skilled labor, low cost raw material and other economic factors

like tax breaks and low trade tariffs.

Common examples of globally sourced products or services include: labor-

intensive manufactured products produced using low-cost Chinese labor, call

centers staffed with low-cost English speaking workers in the Philippines and

India, and IT work performed by low-cost programmers in India and Eastern

Europe. While these examples are examples of Low-cost country sourcing, global

sourcing is not limited to low-cost countries.

Majority of companies today strive to harness the potential of global

sourcing in reducing cost. Hence it is commonly found that global sourcing

initiatives and programs form an integral part of the strategic sourcing plan and

procurement strategy of many multinational companies.

Global sourcing is often associated with a centralized procurement strategy

for a multinational, wherein a central buying organization seeks economies of scale

through corporate-wide standardization and benchmarking. A definition focused on

this aspect of global sourcing is: "proactively integrating and coordinating common



items and materials, processes, designs, technologies, and suppliers across

worldwide purchasing, engineering, and operating locations.

The global sourcing of goods and services has advantages and disadvantages

that can go beyond low cost. Some advantages of global sourcing, beyond low

cost, include: learning how to do business in a potential market, tapping into skills

or resources unavailable domestically, developing alternate supplier/vendor

sources to stimulate competition, and increasing total supply capacity. Some key

disadvantages of global sourcing can include: hidden costs associated with

different cultures and time zones, exposure to financial and political risks in

countries with (often) emerging economies, increased risk of the loss of intellectual

property, and increased monitoring costs relative to domestic supply. For

manufactured goods, some key disadvantages include long lead times, the risk of

port shutdowns interrupting supply, and the difficulty of monitoring product

quality.

International procurement organizations (or IPOs) may be an element of the

global sourcing strategy for a firm. These procurement organizations take primary

responsibility for identifying and developing key suppliers across sourcing

categories and help satisfy periodic sourcing requirements of the parent

organization. Such setups help provide focus in country-based sourcing efforts.

Particularly in the case of large and complex countries, such as China, where a

range of sub-markets exist and suppliers span the entire value chain of a

product/commodity, such IPOs provide essential on-the-ground information.

Over time, these IPOs may grow up to be complete procurement

organizations in their own right, with fully engaged category experts and quality

assurance teams. It is therefore important for firms to clearly define an integration

and scale-up plan for the IPO.



INDIAN EMBEDDED MARKET

India's Rs.11,516.56 crore ($2.53 billion) embedded software industry, while

enjoying rapid growth, faces a number of challenges related to a shortage of

relevant skills.

India has established itself as a low-cost base for embedded software development.

The rising number of VLSI firms developing embedded software here and

increased outsourcing by OEMs are seen as big drivers of the industry in India

during the next three years.

Still, the limited exposure embedded programmers get into the complete system

challenges them in integrating hardware and software, while creating a software

development vehicle early in the flow with speed and cycle accuracy close to that

of the real devices is also a serious challenge.

That firms have to prove themselves in upgrading their business from developing

device-level software to system/application level software is another serious

challenge this industry here faces over the next three years, according to a new

report by the India Semiconductor Association (ISA).

India employs about 60,000 engineers, mostly in chip-level and OS-related

programming, middleware/embedded applications, testing and protocol

development. The largest share of work done by Indian firms in this area is in

software for embedded product testing, device drivers, APIs, algorithms and

firmware.

Lack of support for development tools, DSP tools and RTOS are limiting India

from leveraging the growth opportunities in the embedded industry, with another

gripe being the lack of support for boards especially for testing and support in

terms of components and modules.



Work in India is nearly equally split between communications, consumer

electronics and industrial electronics and automotive application segments. "India

needs to build competency in developing embedded software for the domains of

automotive and medical equipment," according to the ISA report

VARIOUS METHODS OF SERVICE MARKETING USING INTERNET

Internet Marketing

Internet marketing is any marketing strategy that takes place online. Also referred

to as online marketing, it encompasses a variety of marketing forms like video

advertisements, search engine marketing and e-mail marketing. It is the opposite of

offline marketing, and can also fall under digital marketing

Offline Marketing

Offline marketing, the opposite of online marketing, includes all forms of

marketing that aren’t done on the Internet. Examples of offline marketing are local

advertising in newspapers and on television.

Outbound Marketing

When you think of marketing, the different forms you come up with are mostly

outbound marketing (also called traditional marketing). In fact, the majority of

companies today are using different types of outbound marketing to reach their

potential customers. Outbound marketing includes any marketing efforts that are

taken to introduce a product or service to someone who isn’t looking for that

product or service. Some examples are cold calling, sending newsletters,

billboards, and banner ads on different web sites.



Inbound Marketing

Inbound marketing focuses on having your company found by customers, as

opposed to reaching out to them directly like in outbound marketing. The

important thing to remember here is that a person starts out with the want/need to

purchase a product or service, and they go out to find it. When they search for that

product/service on a search engine, the search engine results page will show

inbound marketing results.

Newsletter Marketing

Newsletter marketing and email marketing refer to ways of promoting your

company through emails. Typically, a firm using newsletter marketing will have a

group of contacts that they will send a newsletter containing some interesting

information to. The success of newsletter marketing depends on grabbing attention,

writing good content and reaching a large number of potential clients.

Article Marketing

Businesses will often write articles related to the industry they are in and distribute

them online and offline. These free articles will inform people about an important

topic and give the company that wrote it more credibility within the market. The

organization can also include their business contact information in the article,

allowing them to get new clients.

Trade Show Marketing

Companies that want to reach a large number of potential customers can participate

in public or private trade shows. Trade shows and other forms of event marketing

are often a large investment to participate in, but trade shows allow companies to

demonstrate new products and examine what is going on in the industry.



Search Marketing

Search engine marketing (SEM) is the way in which companies promote their

business through paid placement on search engines like Google. Instead of

increasing the organic search results that a website has, companies will pay to have

their advertisements in the sponsored section of search engines. This is also known

as Pay per Click Advertising or PPC.

Direct Marketing

Direct marketing’s main goal is to send a message directly to consumers, without

having to use any third party outlets. Examples of direct marketing include mail

marketing, telemarketing and direct selling. Direct marketing is often preferable

because the results can be easily measured, giving the marketer a better

understanding of the success of that campaign.

Social Media Marketing

Social network marketing and social media campaigns provide a window to market

a product or service on the Internet through different social networks. Companies

can use these outlets for their marketing, customer service and sales. The most

common and successful means of social media marketing are found on sites like

Facebook, Twitter, LinkedIn, YouTube and even company blogs.

Referral Marketing

One of the less strategic types of marketing, referral marketing relies on a

company’s customers to refer new customers to that company. Also called word of

mouth marketing, this is a more spontaneous way of receiving new business, and



cannot be solely relied on because results aren’t very predictable. However, word

of mouth is still a powerful part of a company’s efforts to bring in new business,

especially in the social media community where communication travels freely.

Guerrilla Marketing

With a smaller budget, guerrilla marketing makes a splash by relying on energy,

timing and unusual approaches to get the consumer’s attention. The

unconventional marketing involved tries to get the most out something small, and

make a lasting brand image in the consumer’s mind.

Promotional Marketing

Promotional marketing is a common form of marketing strategy that companies

use to motivate a consumer to make a decision and purchase their product. There

are a number of ways that businesses will promote a product or service, including

holding contests to win a prize, offering coupons for purchasing a product at a

discount, and having samples of the product so people can experience it before

they purchase.

Affiliate Marketing

Affiliate marketing most likely involves four different groups that contribute to the

marketing effort. The Merchant is the company that is producing and selling the

product, the Network is the outlet that is used to promote the affiliate link, the

Publisher or Affiliate is the person who has the website with the affiliate ad and of

course the customer doing the purchasing. Affiliate links are found on all types of

websites, and they are used to drive traffic to outside websites.



Viral Marketing

This type of marketing relies on the message of a marketer being spread quickly

through various social networks in order to increase brand awareness. The name

viral marketing stems from the rapid spread of viruses in general. Typically, a viral

marketing campaign will not last as long as other marketing efforts, but if a

company can come up with a good idea for viral marketing and reach the right

people, it will become highly successful in a short amount of time.

B2B Marketing

Any type of business, whether an organization, individual, government or other

institution that markets to other businesses is involved in business to business

marketing. Since B2B marketing involves companies trying to sell mass quantities

of product to one another, there is a more personal relationship that needs to be

established between businesses. If your company sells to other businesses, your

marketing efforts will most likely be more direct.

B2C Marketing

Business to consumer marketing campaigns tries to reach a category of people that

will be likely to purchase their product or service. The marketing efforts the

company takes should be broader than B2B, which focuses on specific companies.

B2C marketing can involve different marketing techniques such as door to door

marketing, promotion marketing, newspaper marketing, television marketing and

radio marketing. In today’s marketing world, B2C Internet marketing is becoming

more important to reach consumers.

Mobile Marketing



Along with Internet marketing, mobile marketing is part of the newest groups of

marketing activities. Companies have been experimenting with the certain ways to

reach consumers through their phones, especially with the rise of Apple’s iPhones.

Some ways to marketing a product or service through a mobile phone include SMS

marketing, in-game marketing, banner marketing on different web pages and

location based marketing.

Reverse Marketing

This form of marketing is similar to inbound marketing. The goal of reverse

marketing is to market a product in a way that will cause the consumer to seek the

firm doing the marketing. Reverse marketing can be conducted through such

means as television, print and Internet marketing. If a company has a product that

solves a problem in the market, they will have more success using reverse

marketing because they will seek out that product.

Telemarketing

A form of direct marketing, telemarketing’s focus is on reaching consumers by

phone. Most of what we think of as telemarketing is cold call marketing, which is

unpopular and has led to laws being created against it. However, telemarketing can

be effective if the right person is reached on the phone at the right time.

Direct Mail Marketing

Most people receive large quantities of marketing material in the mail, which is

considered direct mail marketing. Companies will send paper mail with promotions

or other information to a list of addresses, usually in a common geographical area.

This form of marketing is also called junk mail by some, because the customers

receiving the mail aren’t expecting it and usually don’t want to open it.



Database Marketing

Database marketing is similar to other types of direct marketing, but the focus is

more directed towards analyzing data. Companies try to narrow their marketing

efforts down to certain groups of people, and they use database marketing to

analyze statistics like name, address, or sales history, in order to create the most

accurate model possible.

Personalized marketing

The goal of personalized marketing is to create a unique offer for each individual

customer. This form of marketing doesn’t work for every company, but certain

ones can capitalize on their unique products and customer demographics to market

to individuals. With the Internet becoming a more popular place for marketing,

companies are finding that personalized marketing is affective in cases when they

can track a customer’s specific interests and send them more information for future

suggestions.



Design of the study

Objective of the study:

Every company has a particular goal. A study without objectives cannot reach the

destination. My project work program was also directed towards the same

particular targets. The main objective of this study is “New Prospect Identification

in Emerging Markets at MISTRAL SOLUTIONS”. If we break the main objective

we will get the followings.

The objectives of the study are …

Identify and sourcing new markets to market company’s services through

effective electronic medium.

Identify the right promotional activity.

Identify one or two markets and create product awareness and help mistral in

new lead generation.



Statement of the problem:

Global marketing has become very significant for the growth of a variety of

organizations due to saturation of rapid technological, liberalization of developing

countries and domestic markets. Selecting a potential market is a crucial task for

global marketers. Gaining knowledge about free trade zones and tactful evaluation

of potential markets plays an essential role in this process.

Environmental factors that impact global marketing are technological, regulatory,

legal, cultural, social, political and economic factors. Companies enter a new

market through direct exports, indirect exports, licensing, joint ventures, and

internationalization process. There are different types of marketing organizational

structures. They are export division, international division and global organization.

Developing an effective global marketing strategy involves product strategies,

promotion strategies, pricing strategies and place strategies.

In today’s competitive “Product Engineering Service” - the effect of sales

promotions has been increasingly felt. Due to this I have embarked on this project

along with the guidance of MISTRAL SOLUTIONS to study the impact of

promotional strategies on targeted customers and the impact of the marketing

activity.

This study helps to find out the impact of various promotional activities in sourcing

new prospects in virgin markets

How the study is effective in exploring new markets?

What are the possible outcomes of the promotional activities?

Is it giving any opportunity to reach new customers?

Research Methodology



The term research refers to a “critical inquiry or examination seeking facts or

principles, diligent investigation in order to ascertain something”. On the other

hand, Methodology is “simple a planned way of doing thing to achieve the desired

result”.

The research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the research purpose

with economy in procedures. This constitutes the blue print for the whole study.

The present study is to study the ways to explore new markets and using the right

promotional techniques and studying the impact of these techniques.

Email marketing is directly marketing a commercial message to a group of people

using email. In its broadest sense, every email sent to a potential or current

customer could be considered email marketing. It usually involves using email to

send ads, request business, or solicit sales or donations, and is meant to build

loyalty, trust, or brand awareness

Direct emails

Direct email involves sending an email solely to communicate a promotional

message (for example, an announcement of a special offer or a catalogue of

products). Companies usually collect a list of customer or prospect email addresses

to send direct promotional messages to, or they can also rent a list of email

addresses from service companies

Advantages

Email marketing (on the Internet) is popular with companies for several reasons:



An exact return on investment can be tracked ("track to basket") and has proven to

be high when done properly. Email marketing is often reported as second only

to search marketing as the most effective online marketing tactic.

Email Marketing is significantly cheaper and faster than traditional mail, mainly

because of high cost and time required in a traditional mail campaign for producing

the artwork, printing, addressing and mailing.

Advertisers can reach substantial numbers of email subscribers who have opted in

(i.e., consented) to receive email communications on subjects of interest to them.

Almost half of American Internet users check or send email on a typical day, with

email blasts that are delivered between 1 am and 5 am local time outperforming

those sent at other times in open and click rates.

Email is popular with digital marketers, rising an estimated 15% in 2009 to £292m

in the UK.



Research Design

Following are the main types of research design

Exploratory Research

# here, the focus of the study is mainly based on new ideas and innovations.

Descriptive research

# Descriptive research design is one of that simply describes something such as

demographic characteristics of consumers who use the product or service.

Causal Research:

# in this kind, the study is based on finding the cause of the current situation.

The Descriptive study is typically concerned with determining frequency with

which something occurs as how two variables vary together. Here various

companies are being targeted and effectiveness of the promotional activities is

being studied and hence Descriptive Research has been adopted for this project.



Data Collection Method:

While deciding about the method of data collection to be used for the study,

the researcher should keep in mind two types of data viz., primary and secondary.

The researcher would have to decide which sort of data he would be using for his

study and accordingly he will have to select one or other method of data collection.

1. Primary Data:

There are several methods of collecting primary data, particularly in surveys and

descriptive researchers. Important ones are:

Observation method,

Interview method,

Questionnaires,

Through schedules,

Others

2. Secondary Data:

Secondary data means data that are already available i.e., they refer to the data,

which have already been collected and analyzed by someone else. When the

researcher utilizes secondary data, then he has to look into various sources from

where he can obtain them.

Technical and trade journals;



Books, magazines and newspapers;

Reports and publication of various association connected with business and

industry, banks, stocks exchanges etc.,

Online resources

For this study, I have used the both methods of data collection, for primary data I

have used various websites like Linkedin.com and www.google.co.in. For

secondary data includes all the reference material like company’s websites, various

publications, technical and trade journals, Books, magazine, newspapers and most

importantly Internet; source of all delicate data.



Methodology

The review of literature session analyzes the significant research studies. The secondary

data may use as a sole for a research study. In many research situations one cannot

conduct primary research because of physical, legal or cost influences. The research

procedures and compiled the data in its normal operations in its premises. The

researcher has collected the company profile and sample profile from various

internal reports provided by the company. Researcher from library and Internet has

obtained the external secondary data. In the present scenario, the Internet facilitate the

researcher such a way that where the researcher can collect everything. It includes the

profile of the company, library sources as well as historically significantly research

studies.

Sourcing the potential business prospects suitable for “Mistral Solution’s”

products and services has been scanned from various sources like business

websites likelinkedin.com, hoovers.com, createandsen.com, Alibaba.com,

google.co.in etc.

Different companies based on its yearly turnover and area of specializations where

identified as a potential prospect for Mistral solutions.

To attract the various targeted companies attention regarding “Mistral Solutions”

product and services I sent personalized mails about Mistrals Products and services

to create awareness about the company to Identify and give Product Engineering

services suitable to the customer requirements.

The 1st step was finding various prospects and sending personalized mails one of

the major sources of prospects.



SCOPE OF THE STUDY

Telecommuni

cationMedical

Defense

and

aerospac

e

Electrical and

electronics

manufacturing

Semiconduct

ors

Automotiv

e

Brazil13+

3+ 18+ 18+ 0 5+

India 10+ 8+ 14+ 30+ 30+ 28+

Russia 30+ 9+ 30+ 5+ 20+ 20+

China 10+ 10+ 15+ 30+ 50+ 20+

Taiwan 5+ 10+ 5+ 50+ 30+ 30+

Korea 5+ 50+ 10+ 40+ 5+ 5+

Turkey 5+ 5+ 15+ 5+ 15+ 5+

Japan 5+ 5+ 5+ 100+ 10+ 20+

The study has a wide scope in it. A study was conducted on various

Emerging markets and a BRIC analysis was also done.

The above table gives a basic idea about the number of companies in each domain

of different countries.

1. Turkey and Taiwan are two emerging markets as of today and hence these are

ones - the various markets to address at this point of time.

2. Given the current market scenario Turkey and Taiwan markets are fairly

penetrable.



3. Domain coverage is good in these markets. Mistral is fully established company

in India and USA and hence Turkey and Taiwan where the nearest markets to

address at this point of time.

4. Approachability is easy in these markets. The time taken for an opportunity to

convert into a potential customer is very long in Japan and Korean markets

5. Better market convertibility as it takes a shorter period to convert an opportunity

into a potential customer

6. China is more into semiconductor domains and they have in-house expertise for

design and other facilities .Though China is an Emerging economy the scope of

outsourcing is minimal

7. Turkey is more into Defense and Electrical and hence scope for outsourcing is

more in such markets.

8. Taiwan has a good consumer electronic and embedded hardware domain and

hence scope for outsourcing is more in this market.

Hence was decided that Turkey and Taiwan markets would be taken for the study

based on the following reasons



LIMITATIONS OF THE STUDY

Limitation of the study as follows:

This study has been conducted only for two markets i.e. Turkey and Taiwan.

The response made available for the study was not accurate in certain cases. it

was difficult to get the accuracy of the data counter checked.

The study was limited to a period of only forty days and hence time constraints

acts as a major limitation to the study.



COMPANY PROFILE



INTRODUCTION

Mistral is a technology design and systems engineering company providing end-to-

end solutions for product design and application deployment. Mistral is focused in

three business domains:

Product Engineering Services

Defense Solutions

Homeland Security

Mistral provides total solutions for a given requirement, which may include

Hardware design and software development, systems integration and customized

turnkey solutions.

Established in 1997, with a clear vision to be the best-embedded solutions

company in the world, Mistral has over the years differentiated its offerings in the

embedded services space by offering customer end-to-end product engineering

services from concept-to-deployment, covering various aspects such as concept

definition, system architecture and design, product prototyping, design for

manufacturability and production. Mistral’s services help product developers

translate their ideas into feature-rich products; and get them to market faster.

As a single source for both hardware and software expertise, Mistral's Product

Engineering Services (PES) team offers product developers a wide gamut of

services which includes board design, FPGA design, BSP and firmware

development, embedded application development, Android application

development, integration of 3rd party IPs, verification and validation, product

prototyping, production coordination and product lifecycle support.

Today, Mistral is a partner of choice for product developers across the world for

designing feature-rich, next-generation products from concept-to-deployment.

VERTICALS



Mistral's Product Engineering Services (PES) team has, over the years, pioneered

the use of latest technologies across a wide spectrum of domains like lifestyle

electronics, wireless devices, audio and video, telecom and networking,

Automotive, medical and industrial applications.

Telecom and Networking

Mistral offers hardware and software design services in the entire Telecom

application spectrum, ranging from equipment at customer premises (Access and

Aggregation Layer) to the core network equipment. Mistral offers complete end-to-

end solution from system architecting, board and FPGA design, protocol

development and porting, middleware and application development. The team also

provides product enhancement services such as line card re-design EOL support

etc.

Some of the equipment the team has designed includes OTN Equipment

Consumer Electronics

Mistral has worked with leading product developers across the globe to bring out

next-generation gadgets and connected devices that are currently available in the

international market. Mistral has designed many development platforms on the

latest multi-core SoC. The in-depth experience gained thus, helps to bring out

products based on these silicon in an efficient and quick manner, allowing product

companies to enjoy the benefits of faster time-to-market. Some of the products

designed by Mistral include:

Wireless Cameras and NVRs

Head-mounted computers

Wearable computers

E-book readers

In-flight entertainment systems

Biometric devices



Devices with streaming video

Automotive and Infotainment

Mistral's Product Engineering Services team has worked with leading tier-1

automotive suppliers and consumer electronics companies across the globe to build

infotainment solutions. Some of these solutions are currently deployed

commercially and successfully running in present-day vehicles. Mistral's design

and development services are backed by Independent Verification & Validation

(IV&V) services that meet the ISO 9001:2008 Standards. The team has also

provided Battery Management solutions for electric vehicles.

Mistral's design expertise in the automotive domain includes:

Digital Radio

In-Vehicle Connectivity

Seat-back Entertainment

Portable Audio/Video

Media Servers

Professional Audio/Video

Navigation

Assisted Driving

CASE STUDY

Development Platform: TMDXEVM8148

Design and development of reference design and evaluation module for customer's

latest DM814x/AM387x SoC targeted at high-power, high-performance video

market.

Solution:

Mistral developed the TMDXEVM8148, an open design that is currently

being sold to customers all over the globe. The platform comprises of base board,



plug-in I/O board and LCD adaptor board with customized application plug-in

boards available for video camera, video conference, automotive and security

surveillance. Mistral also provided online documentation, RMA and technical

support for the product.

Customer Benefit:

! Complete outsourced product development - design, development, testing, proto

build, production and support

! Ideal platform for product developers to prototype their end applications

! The EVM was also used for silicon bring-up using socket

Semiconductor Support

Mistral works with semiconductor companies from the pre-silicon bring-up stage.

Mistral builds development platforms and reference designs based on the latest

cutting-edge silicon and these are offered to customers the same time the new

silicon is released in the market. This enables product companies to cut their

product design and development cycle by 50% and get their products to market

faster.

Mistral's design and development services for silicon companies include:

! Silicon Bring-up Kits

! Chip Support Package

! BSP and firmware

Non-Invasive Medical

The Product Engineering Services team at Mistral has experience in designing and

developing non-invasive medical devices that support and aid the medical

professionals in their day-to-day activities. Mistral’s services include board and

FPGA design, integration of medical sensors, porting, and middleware and

application development.



Mistral's Product Engineering Services (PES) team has the expertise and

operational experience to offer product design and engineering services from

concept-to-deployment, covering various aspects such as concept definition,

system architecture and design, verification and validation, product prototyping

and design for manufacturability. Mistral’s services help product developers

translate their ideas into feature-rich products; and get them to market in faster. As

a single source for both hardware and software expertise, the Mistral engineering

team offers product developers a wide gamut of services which includes board

design, FPGA Design, BSP and Firmware development, third party application

integration, algorithm and protocol development and integration and embedded

application development. These design services are backed by value-added

services which include independent verification and validation, design for

manufacturability, production support and product lifecycle support; which enables

Mistral to support the customer through the entire lifecycle of the product from

concept to deployment to end-of-life.

DESIGN SERVICES

With a successful track record in developing a variety of applications across

domains such as the lifestyle electronics, wireless, video, automotive and industrial

applications, Mistral's embedded software team brings significant value to custom

embedded application development efforts on popular OS platforms like Android,

Embedded Linux and Windows Embedded.

Hands-free Headset Computer

A leading producer of semiconductor products and micro displays approached

Mistral to build a light-weight, next-generation headset computing and

Communications system with their proprietary near-eye virtual 15-inch micro-

display



Solution

Bluetooth and various other peripherals, along with their micro-display to

Deliver an optimized solution in a low-power, ultra-small form-factor design.

The device integrated advanced voice/gesture recognition technology, allowing

Users to remotely control up to six independent devices and networks at one Time

cell phones, handhelds, PC's, industrial and enterprise systems.

Customer Benefits

! Leveraged Mistral’s proven expertise in development of low-power, handheld

devices to build a mixed signal device with WLAN-BT and high-speed digital

design working in close proximity

! Customer received TSIA Recognized Innovator Award for Mobility in 2010,

2011 and 2012

! A fully integrated deployable solution, thoroughly verified and certified for

deployment, and compliant with functional and environmental standards was made

available

Production Support

Mistral’s Production Support Services focuses on helping Customers deliver their

products on time and in a cost-effective Manner. Mistral's production team is

capable of overseeing and managing low-volume production from 1000 to 10000

units. Mistral has also entered into global partnerships to meet the requirements of

customers looking for higher volumes.

CASE STUDY

Car Infotainment System



A European Tier 1 automotive manufacturer approached Mistral to design and

develop the multimedia middleware application for their head unit.

Solution

Mistral developed a multimedia middleware application to handle audio from CD,

USB, iPod and other MTP devices. The application was based on the Jacinto2 Dual

Core (ARM9 + C64x) SoC from TI with eT-Kernel based RTOS on ARM sub-

system and DSPBIOS on DSP subsystem. This application is currently in

commercial distribution since December 2011.

Customer Benefits

! End-to-end turn-key solution that helped the customer to get into

Productization

! Mistral team also supported the customer in the Beta testing stage

! Based on Mistral's quality practices, the customer was able to realize a

Robust application in line with their requirements

Product Lifecycle Support

With its expertise in both software and hardware engineering,

Mistral offers product lifecycle support services, thereby helping

Companies focus their resources on new product development. Mistral's product

lifecycle support services include:

Product Maintenance

Product Updates

Bug Fixes, Patch Development (Code and Binary changes)

Hardware Fixes, Regression Testing

Service Packs

ECO-SYSTEM PARTNERS

Mistral is committed to providing customers complete support for their product

development. Product companies save critical time by working with Mistral, a one-



stop service provider, from design and development, to prototyping, testing,

production and product lifecycle support. Through a thriving ecosystem, Mistral is

able to offer its customers a breadth of choices tailored to fit their specific needs:

Eco-system to handle concept to deployment

! Design for Manufacturability

! Mechanical Design and Fabrication

! Compliance trials, certification testing

! Production support with test jigs and suites

! Product sustenance services

Mistral has an eco-system that is enhanced on a continual basis and includes

globally renowned silicon leaders like Texas Instruments, Analog Devices, Free

scale Semiconductors, Altera, Renasas and Xilinx; Operating Systems like

Android, Linux, Windows Embedded, VxWorks etc.; third party solution providers

like Murata, CSR, iAnywhere, Stonestreet One and LS Research; and contract

manufacturers like Avalon, Smile Electronics and NeST and many more.

THE MISTRAL ADVANTAGE

! Ideal sized company

= Large enough to deliver; small enough to be flexible

! Strategic partnerships with global silicon companies

= Pre-silicon collaboration for bringing out development platforms (EVMs)

! Over 14 years in the embedded technology industry

= Expert technical skills and state-of-the-art infrastructure

! Synchronized Development

= Hardware software co-design for accelerated time-to-market

! Collaboration with partners

= Offer customers a one-stop shop for end-to-end solutions; from design to

production



! Mistral Designs shipping in current product

COMPANY STRUCTURE


CEO

CTO

defense HLS PES SUPPORT

PS SALE SED

SALES SE

VP-EB VP-Delivery

VP-Sales

PM PM

Marketing HR ADMINISTRATION

IT SUPPLY CHAIN


Data analysis and interpretation

TABLE SHOWING THE TOTAL NO. OF COMPANIES IN VARIOUS

DOMAINS TARGETTED IN TURKEY MARKET



Domain No Of Companies Percentage

Electrical and electronic

manufacturing20 48%

Defense and aerospace 16 38%

Consumer electronics 3 7%

Medical 1 2%

Computer hardware and

software2 5%

Total 42 100%

ANALYSIS

From the study it is found that, 48%of the companies come under the domain

Electrical and electronic manufacturing, 38% of the companies come under the

domain Defense and aerospace,7% of the companies come under the domain

consumer electronics,2% of the companies come under the domain medical,5% of

the companies come under the domain computer hardware and software.



GRAPH SHOWING THE NUMBER OF COMPANIES TARGETED IN EACH

DOMAIN OF TURKEY MARKET

24%

19%

4%

1%2%

50%

No Of Companies

Electrical and electronic manufactur-ingDefense and aerospaceConsumer electronicsMedicalComputer hardware and softwareTotal

INTERPRETATION

From the above graph we found that majority of the targeted companies are under

the domain electrical and electronic manufacturing

DESIGNATION

NUMBER

OF

PERCENTAGE



PEOPLE

DIRECTORS 32 11%

CHAIRMAN AND OWNERS 20 7%

PRESIDENTS AND CEO'S 11 4%

MANAGERS 120 40%

ENGINEERS 45 15%

VICEPRESIDENTS AND VICECHAIRMAN 26 9%

OTHERS 40 14%

TOTAL 294 100%

TABLE SHOWING TOTAL NUMBER DESIGNATIONS TARGETTED IN

TURKEY MARKET

ANALYSIS

From the study it is found that, 11% of the contacts found are directors,7% of the

contacts are chairmen’s and owners,4% of the contacts are presidents and

CEO’s,40% of the contacts are managers,15% of the contacts are engineers,9% of

the contacts are Vice-presidents and Vice- chairmen and 14% of the contacts are

contacts of various other designations

GRAPH SHOWING THE VARIOUS DESIGNATIONS TARGETTED IN

TURKEY MARKET



11% 7%

4%

41%

15%

9%14%

No. of people

directorschairman and ownerspresident and ceomanagersengineersvicepresident and vicechairmanothers

INTERPRETATION

From the above graph we found that majority of the targeted contacts are

managers. Then followed by engineers

TABLE SHOWING THE VALUES OF MAILERS AND RESPONSES



The table given below describes and makes the readers understand the following

points

Email id’s sourced: This refers to the E-mail ids that were sourced

No of E-mails Bounced refers to the E-mails that where wrong and didn’t reach

the appropriate designated contact

Unique opens refers to the Email that where opened by the appropriate contact

once

Unopened refers to the mails that were not opened by the appropriate contact

Clicked on a link here refers to the No. of contacts who read the personalized

mail and clicked on the link mentioned in the mailer to get more information

about the company

Unsubscribed refers to the No. of people who were disinterested in the mailers

sent and decided not to get any more mailers from the company

Responses refers to the No. of People who read the mailer and replied to it

PARTICULARS VALUES

Email Ids sourced 222

No of E-mails Bounced 37



Unique Opens 43

Unopened 142

Clicked on a link 19

Unsubscribed 1

Responses 2

ANALYSIS

From the study it is found that only 222 E-mails that were found and 37 e-mails

bounced as the E-mail id found was incorrect,43 different people opened the

mail.142 people did not open the mail. In the mail sent, there was a link attached so

that the mail readers can read more about the company by clicking on the link and

19 people clicked on the link.1 person unsubscribed and 2 people responded.

GRAPH SHOWING THE VALUES OF MAILERS SENT AND RESPONSES

RECEIVED



Email Ids sourced

No of E-mails Bounced

Unique Opens

Unopened

Clicked on a link Unsubscribed Responses

Chart Title

Interpretation

From the above graph we found that a considerable amount of targeted people

opened and read the E-mails sent. A few opened the link and read more about the

company.2 responses were recorded.

TABLE SHOWING THE VALUES OF COMPANIES TARGETED IN

VARIOUS INDUSTRIAL AREAS OF TURKEY

ANKARA IZMIR ISTANBUL



Defense & Space 110 2

Consumer Goods0 0 5

Aviation & Aerospace5 0 0

Electrical/Electronic

Manufacturing 5 2 10

Computer Software1 0 0

Medical field1 0 0

Analysis

The above table shows the values of various companies that were targeted to find

new opportunities in different it and industrial sectors of Turkey. From the table

we can infer that Ankara one of the most important industrial city of turkey

consists mainly of defense and space companies when compared to other domains

and Istanbul the capital of turkey mainly consists of Electrical/Electronic

Manufacturing companies.

GRAPH SHOWING THE VARIOUS COMPANIES TARGETTED IN

DIFFERENT I.T AND INDUSTRIAL SECTORS



Defense

& Space

Consumer

Goods

Aviation & Aero

space

Electr

ical/E

lectro

nic Man

ufacturin

g

Computer So

ftware

Medica

l field

0

2

4

6

8

10

12

ANKARAIZMIRISTANBUL

INTERPRETATION

From the above graph we can infer that most of the defense and space companies

targeted are from the industrial area named Ankara and most of the electrical and

electronic companies targeted

TABLE SHOWING THE VALUES AND PLACES WHERE THE E-MAIL

WERE OPENED



PARTICULARSVALUE PERCENTAGE

TURKEY 324 87%

QATAR 32 9%

INDIA 14 3.25%

CHINA 1 0.50%

TOTAL371 100%

ANALYSIS

From the above chart majority i.e. 87% of the E-mails where opened in Turkey

areas, 9% was opened in Qatar, 4% was opened in India and 0.5% was opened in

China.

GRAPH SHOWING THE VARIOUS PLACES THE GRAPHS WERE OPENED



87%

9%4%

0%

VALUE

TURKEYQATAR INDIACHINA

INTERPRETATION

From the above graph majority of the email where opened in Turkey and a few

where opened in Qatar, India and China.

TABLE SHOWING THE NUMBER OF TARGETTED COMPANIES IN

DIFFERENT DOMAINS OF TAIWAN

DOMAINS NO OF COMPANIES PERCENTAGE



COMPUTER

NETWORKING4 3%

CONSUMER

ELECTRONICS21 17.5%

COMPUTER HARDWARE42 35%

COMPUTER SOFTWARE8 7%

ELECTRICAL AND

ELECTRONICS 18 15%

SEMICONDUCTORS 17 14%

TELECOMMUNICATION 10 8%

SECURITY 1 0.5%

TOTAL 120 100%

ANALYSIS

From the above table we can infer that 3% of the companies are under the domain

computer networking, 17.5% of the companies are under consumer electronics,

35% of the companies are under computer hardware,7% of the companies are

under computer software,15% of the companies are under electrical and

electronics,14% of the companies

GRAPH SHOWING THE VARIOUS DOMAINS IN TAIWAN MARKET



3%17%

35%7%

15%

14%8% 1%

Chart TitleCOMPUTER NETWORKING CONSUMER ELECTRONICS COMPUTER HARDWARECOMPUTER SOFTWARE ELECTRICAL AND ELECTRONIC SEMICONDUCTORSTELECOMMUNICATION SECURITY

INTERPRETATION

From the above graph we can infer that majority of the companies in Taiwan are

computer hardware followed by consumer electronics. Electrical and electronic

manufacturing is the third top domain followed by semiconductors and

telecommunication. Computer software, computer networking and security are the

lowest domains targeted in this market

DESIGNATION NO OF PEOPLE PERCENTAGE

Owners and chairman 59 8%



President and CEO’s 102 14%

Managers and Marketing

Specialists 254 35%

Directors 125 17%

Vice Presidents and Vice

chairman 100 14%

Others 92 12%

TOTAL 732 100

TABLE SHOWING TOTAL NUMBER DESIGNATIONS TARGETTED IN

TAIWAN MARKET

Analysis

The study it is found that 8% of the targeted contacts are owners and

chairman,14% of the contacts are presidents and CEOs,35% of the people are

managers and marketing specialists,17% of the contacts are directors,14% of the

contacts are vice presidents and vice chairman,

12% of the contacts are of other various designations

GRAPH SHOWING THE VARIOUS DESIGNATIONS OF THE TARGETTED

PEOPLE IN TAIWAN MARKET



8% 14%

35%17%

14%

13%

NO OF PEOPLE

Owners and chairmanPresident and CEO’sManagers and Marketing SpecialistsDirectorsVice Presidents and Vice chairmanOthers

INTERPRETATION

From the above graph we can conclude that most of the targeted contacts are

Managers and marketing specialists followed by owners and chairman of various

targeted companies

TABLE SHOWING THE VALUES OF MAILERS AND RESPONSES



The table given below describes and makes the readers understand the following

points

Email id’s sourced: This refers to the E-mail ids that were sourced

No of E-mails Bounced refers to the E-mails that where In correct and didn’t

reach the appropriate designated contact

Unique opens refers to the Email that where opened by the appropriate contact

once

Unopened refers to the mails that were not opened by the appropriate contact

Clicked on a link here refers to the No. of contacts who read the personalized

mail and clicked on the link mentioned in the mailer to get more information

about the company

Unsubscribed refers to the No. of people who were disinterested in the mailers

sent and decided not to get any more mailers from the company

Responses refers to the No. of People who read the mailer and replied to it

PARTICULARS VALUES

E-MAIL IDS SENT 513



UNIQUE OPENS 45

BOUNCED 122

NOT OPENED 346

CLICKED ON LINKS 14

RESPONSES 2

ANALYSIS

THE above table shows number of email ids sent i.e. 513, number of emails that

bounced i.e. 122, number of emails not opened is 346, number of people who

clicked on a link given in the mail are 14 and the number of responses got is 2

GRAPH SHOWING THE VALUES OF MAILERS SENT AND RESPONSES

RECEIVED



E-MAIL IDS SENT; 513

UNIQUE OPENS; 45

BOUNCED; 122

NOT OPENED; 346

CLICKED ON LINKS; 14 RESPONSES; 2

INTERPRETATION

From the above graph we can conclude that out of 513 E-mails sent, a considerable

amount of people i.e. 45 people opened the e-mails.14 people clicked on the link

given in the mails to get more information about the company and 2 people

responded to the mails sent

TABLE SHOWING THE VARIOUS COMPANIES IN VARIOUS INDUSTRIAL

AREAS OF TURKEY

NEW TAIPEI Taiyuan City Hsinchu City



Consumer

electronics15 5 5

Computer hardware 51 3 7

semiconductors 3 0 12

Industrial

automation2 0 0

Telecommunication 2 0 0

Automation 9 0 0

Electrical and

electronic

manufacturing

2 2 0

Information

technology2 0 2

ANALYSIS

From the above table, we can study that New Taipei is one of the dominating

industrial sectors of Taiwan followed by Hsinchu City.

GRAPH SHOWING THE VARIOUS COMPANIES IN VARIOUS

INDUSTRIAL AREAS OF TURKEY



Consumer

electr

onics

Computer hard

ware

semico

nductors

Industrial

automati

on

Teleco

mmunication

Automation

Electr

ical an

d electr

onic man

ufacturin

g

Informati

on tech

nology0

10

20

30

40

50

60

NEW TAIPEITaiyuan CityHsinchu City

Interpretation

From the above graph we can infer that major companies of computer hardware

domain are in New Taipei industrial and major portion of the semiconductor

companies are situated in Hsinchu city. Taiyuan city has also got a few companies

in every domain

TABLE SHOWING THE PLACES WHERE THE EMAILS WHERE OPENED



NAME VALUE PERCENTAGE

TAIWAN 147 62

INDIA 86 34

CHINA 4 2

CANADA 1 1

USA 1 1

ANALYSIS

From the above table we can study that 62% of the E-mails were opened in

Taiwan,34% of the e-mails were opened in India,2% of the mails where opened in

China and 1% of the mails where opened in Canada and USA

GRAPH SHOWING THE PLACES WHERE THE EMAILS WHERE OPENED



TAIWAN

INDIA

CHINA CANADA USA

Chart Title

Interpretation

From the above graph we can infer that majority of the mails where opened and

forwarded in Taiwan followed by India and China.

Findings of the study



In the twenty first century we have seen the new opportunities and flourishing

glister of embedded industry. This we can say as the boom of economy and

increase in expectations and competition in businesses.

The findings of the study are described below.

It is evident from the study that Turkey market has got more electrical and

electronic manufacturing companies followed by defense and space

companies. There is more scope of outsourcing in these domains when

compared to various other domains.

People with higher designations were targeted as they are the decision takers

in the company. Managers who are in charge of specific tasks like designing,

manufacturing etc. were targeted. Conversion of Prospect into a customer is

possible only with top level contacts.

Although 222 emails were sent, 37 emails bounced and only a few people

opened and read the e-mail with only 2 responses. This shows that there is a

little scope of getting new leads in Turkey market.

Turkey has got a few major industrial areas. To make the marketing activity

effective the best industrial areas with a considerable coverage in various

domains where targeted. Ankara has got the major and the best companies in

all domains. So it was the ideal industrial area to target.



Using tracking tools the places where the mails where opened were

identified. According to the study majority of the mails where opened in

Turkey which signifies that awareness has been created among Turkish

companies and there is scope of penetrating the market over a period of

time.

Taiwan one of the best economies to target has got a lot of computer

hardware companies followed by consumer electronic manufacturing

companies. Taiwan provides a major source for outsourcing in product

engineering division when compared to other markets. Scope for embedded

design is more in this market.

People with higher designations have to be targeted. In Taiwan market, the

major designations targeted were managers and marketing specialists

followed by directors. There are more chances of getting noticed by these

people as they are the decision takers in the company. Conversion of

Prospect into a customer is possible only with top level contacts.

Although 512 mailers where sent,122 mails bounced and only 45 different

people opened and 14 people clicked on a link to know more about the

company. Only 2 people responded. This shows that there is a possibility of

finding opportunities over a period of time.

Taiwan has got a few major industrial areas with a lot of multinational and

national level manufacturing companies. To make the marketing activity



effective the best industrial areas with a considerable coverage in various

domains where targeted. NEW TAIPEI is the ideal industrial area to target

as most of the computer hardware manufacturing companies are situated

here.

Using tracking tools the places where the mails where opened were

identified. According to the study a major part of the mails were opened in

Taiwan and followed by India. This shows that there are a few targeted

people of Taiwan are in India.

SUGGESTIONS AND RECOMMENDATIONS

1. This research report is an out come from adoption of live research method.



2. The time taken for identifying prospects was around 40 days with a negligible

investment for the research activity.

3. This research activity is a cost effective method to adopt for sourcing of new

prospects.

4. The results that have been produced by me though insignificant, creates a scope

for a large volume of revenue.

5. I recommend Mistral Solutions to source many new customers adopting this

procedure in different countries due to its cost saving formula.

6. I recommend Mistral Solutions to create a separate department for the purpose

of continuous sourcing and promotional activity in every country.

7. I recommend Mistral solutions to follow up with the persons who have opened

mails in India and take further promotional activities to target them.Another possibility of this project is



Conclusion

From the above study we can conclude that

1. Turkey market is easier to penetrate when compared to Taiwan market. This is

because the response ratio is high in Turkey market

2. Sending personalized mailers is an effective way of creating awareness among

the foreign companies.

3. The investment used for the study is negligible.


a study on new prospect identification in emerging markets

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