hcl infosystem
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Summer Internship Project
Submitted By:Anurag Dua
MBA (G) – 2008A0101906052
Project Title:
“To Study the Comparative Analysis of HCL with Other Brands”
Industry Guide: Mr. Vijay P – Regional Manager, HCL Infosystems Ltd.
Faculty Guide: Ms. Garima Malik – Faculty, ABS - AU
Objective of the Project:
To know the current Market Share of the HCL.
To know the perception of HCL’s laptops & desktops in mind of computer dealers.
To know the Brand Recall value.
Research Methodology:
Research Design: Descriptive research
Type of Data: Primary
Research Tool: Questionnaire
Data collection method: Face-to-face interview
Sample size: 152
Sample Unit: Computer Dealers
Sampling method: Simple Random Sampling
Sampling Area: Mumbai and adjoining areas. A total of 18 areas.
Key Findings:The type of business computer dealer are serving in is predominantly of IT Applications. Out of the total 152 respondents, 109 serves the IT applications which constitute 71.7% of the total while 25 i.e. 16.4% deals in both IT applications and Consultancy. Only 18 out of 152 respondents i.e. 11.8% serve the Small-Medium Enterprises.
IT application andConsultancy both
SMEIT Applications
What type of business you are serving
120
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Co
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t
ITapplicationandConsultancyboth
SME
ITApplications
What type ofbusiness youare serving
Majority of the computer dealers promote the HP-Compaq brand. Out of the 152 respondents 71 promote HP-Compaq brand constituting 46.7% of the total. HCL occupies the second spot as 36 out of 152 dealers promote HCL brand making 23.7% of the total. IBM-Lenovo comes to third position as 23 out of 152 dealers promote this brand and it makes the 15.1% of the total. Other brand which includes Acer, Zenith, Wipro, Fujitsu etc. makes a 14.5% contribution with 22 dealers supporting them.
OthersIBM-LenovoHCLHP-Compaq
What brand you promote
80
60
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Cou
nt
Others
IBM-Lenovo
HCL
HP-Compaq
What brand youpromote
Majority of the dealers serve the B2C segment. Out of the 152 dealers surveyed 93 of them serve the B2C segment which contributes to 61.2% of the total. 54 out of 152 dealers serve both B2B and B2C segment which has a 35.5% contribution to total. Only 3 and 2 respectively out of 152 dealers serve the B2B and B2G segment respectively.
B2B and B2Cboth
B2CB2GB2B
Which segment you serve the most
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80
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Cou
nt B2B and B2Cboth
B2C
B2G
B2B
Which segmentyou serve the
most
The customer preference while purchasing a desktop or laptop is governed by the price & configuration both. Out of the 152 dealer surveyed, 71 dealers agree that customer prefers price as well as configuration while making a buying decision and it makes a contribution of 46.7% of the total. 54 dealers i.e. 35.5% agrees that for customer price is the key decisive factor while making a purchase. 23 dealers i.e. 15.1% agrees that configuration is a decisive factor in purchasing while only 4 dealers i.e. 2.6% give preference to aesthetics.
Price andConfiguration both
PriceConfigurationAesthetics
What is the customer preference while purchasing a computer
80
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Cou
nt
Price andConfigurationboth
Price
Configuration
Aesthetics
What is thecustomer
preference whilepurchasing a
computer
Majority of the dealers are associated with Redington India Ltd. As their distributor of laptops and desktops. RIL is distributor to 64 dealers out of 152 and it makes a contribution of 42.1% of the total. Ingram Micro India Ltd. (IMIL) is distributor to 48 i.e. 31.6% dealers. SES is distributor to 25 i.e. 16.4% dealer. Also there are 15 i.e. 9.9% dealers which are attached to
both RIL as well as IMIL.
Both IMIL and RILSESRILIMIL
With which distributor you are attached
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50
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0
Cou
nt
Both IMIL andRIL
SES
RIL
IMIL
With whichdistributor youare attached
The monthly turnover of the 67 dealers out of 152 is below Rs. 5 lakhs and it makes 44.1% contribution of the total. 66 i.e. 43.4% dealers have their monthly turnover between Rs. 5 lakhs to Rs. 15 lakhs. There are 15 i.e. 9.9% dealers which have their monthly turnover between Rs. 15 lakhs to Rs. 25 lakhs. And only 4 dealers have their monthly turnover more than Rs. 25 lakhs.
25 lakhs andabove
15 to 25 lakhs5 to 15 lakhsBelow 5 lakhs
What is your monthly turnover
70
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Cou
nt
25 lakhs andabove
15 to 25 lakhs
5 to 15 lakhs
Below 5 lakhs
What is yourmonthlyturnover
The perception regarding HCL in the mind of computer dealers is not that good. 100 out of 152 dealers i.e. 65.8% of the total dealers perceive HCL products to be high priced. 28 out of 152 dealers i.e. 18.4% perceive their product as value for money. 20 out of the 152 dealers perceive their product as technology driven while 4 dealers perceive their products as both value for money as well as technology driven.
Value for moneyand technology
driven
Technologydriven
High priceValue for money
What is your perception about HCL
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Co
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Value formoney andtechnologydriven
Technologydriven
High price
Value formoney
What is yourperception about
HCL
Majority of dealers doesn’t promote any product of HCL. Their count is 105 out of 152 i.e. 69.1% of the total. It is because of the bad marketing and limited promotional activities. 22 out of 152 dealers i.e. 14.5% of the total promote the laptops of HCL while 6 dealers promote the desktops of HCL. There are 19 dealers i.e. 12.5% of the total who promotes the desktops as well as laptops of HCL.
NoneBoth desktopsand laptops
LaptopsDesktops
In HCL which product line you promote
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Co
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None
Bothdesktops andlaptops
Laptops
Desktops
In HCL whichproduct lineyou promote
The services of HCL’s desktops & laptops are also not good. 56 out of the 152 dealers i.e. 36.8% of the total consider services of HCL to be bad. 43 dealers i.e. 28.3% of the total consider its services to be average. Only 15 out of 152 dealers said that services of HCL are good. While 38 dealers can’t opine on the services.
Can't sayBadAverageGood
How do you rate the HCL services
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0
Co
un
t
Can't say
Bad
Average
Good
How do yourate the HCL
services
Out of the total 152 dealers surveyed 41 dealers i.e. 27% of the total likes to be associated with HCL in the future. 30 dealers i.e. 19.7% of the total doesn’t want to be associated with the HCL in future. While majority of the dealers i.e. 81 can’t opine regarding the association with HCL in the near future.
Can't sayNoYes
In future would you like to associate with HCL
100
80
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0
Co
un
t
Can't say
No
Yes
In future wouldyou like to
associate withHCL
Recommendations: Recommendations for further improvement of HCL are:
Improve the post sales services.Low down the prices as compared to other players in the market.Provide all the driver software and related utilities on the website of HCL.Increase the promotional activities so that it helps in enhanced public awareness.Improve the salesmanship.Salesmen and distributors should visit the dealer’s shops frequently.Introduce new and cheaper product lines.
Obstacles during the Project:
Professional Obstacles:
* Dealers were not too co-operative during the survey.
* Company staff was not fully co-operative.
Personal Obstacles:
* Hot and humid climate.
* Heavy rains.
Learnings of the Project
Professional learnings:
* Enhanced time management.
* How to deal in market.
* How to get absorb in company culture.
Personal learnings:
* Effective communication
* How to work in a team.
* How to control aggression.
Thank You…