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

100

80

60

40

20

0

Co

un

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

40

20

0

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

100

80

60

40

20

0

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

60

40

20

0

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

70

60

50

40

30

20

10

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

60

50

40

30

20

10

0

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

100

80

60

40

20

0

Co

un

t

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

120

100

80

60

40

20

0

Co

un

t

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

60

50

40

30

20

10

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

60

40

20

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…