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.
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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
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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.
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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
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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
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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
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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.
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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.
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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.
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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.
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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
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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.
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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
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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.
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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.
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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.
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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
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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:
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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.
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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.
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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;
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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.
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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.
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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.
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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
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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.
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COMPANY PROFILE
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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
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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
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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,
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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.
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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
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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
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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-
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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
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! Mistral Designs shipping in current product
COMPANY STRUCTURE
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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
A Study on Identification of New Prospect
Data analysis and interpretation
TABLE SHOWING THE TOTAL NO. OF COMPANIES IN VARIOUS
DOMAINS TARGETTED IN TURKEY MARKET
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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.
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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%
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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
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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.
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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
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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.
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