final sip

Micro Star International

The Summer Training Research Project Report

On

“ An analysis of the Distribution Model adopted by MSI in order to identify the most cost effective way of

distribution.

TO

MSI (Micro Star International)

NEW DELHI

BY : GAURAV TEWARI

DATE : 10 – 07 – 10

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Gaurav TewarI


A REPORT ON

“An analysis of the Distribution Model adopted by MSI in order to identify the most cost effective way of distribution.”

S ubmitted By

GAURAV TEWARI

Roll No.: 1185

Batch: XV (2009 – 2011)

In partial fulfillment for the requirement of the Two Year Full Time

Post Graduate Program in Management

At

Dr. Gaur Hari Singhania Institute of Management & Research , Kanpur

COMPANY GUIDE : FACULTY GUIDE :

Mr. HARPR EET SINGH BHATIA Mrs. INDIRA BHARDWAJ

NB Sales Manager Asstt. Professor Finance

MSI , NEW DELHI GHS-IMR,KANPUR

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DECLARATION

I hereby declare that this project report “ An analysis of the Distribution Model adopted by MSI in order to identify the most cost effective way of distribution.” is my own work, to the best of my knowledge and belief. It contains no material previously published or written by another person nor material which to a substantial extent has been accepted for the award of any other degree or diploma of any other institute, except where due knowledge has been made in the text.

DATE: 10 – 07 – 10 Gaurav Tewari

Roll no.1185

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ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to complete this thesis. I would like to thank my college authorities and my Head Of the Organization, Prof. Prithvi Yadav first for providing me the opportunity to work with one of the most prestigious organization. I want to thank the Head of Training Department Mr. Suneel Gupta for giving me permission to commence this thesis in the first instance, to do the necessary work and to use departmental data.

I have furthermore to thank the Company Guide Mr. Harpreet Singh , Mr. Johnny Lin and Mr. Sanyam Sethia who gave and confirmed this permission and encouraged me to go ahead with my thesis. I am bound to thank other staff members Mrs. Sima, Mr. Sandeep Singh and Miss. Pushpa for their stimulating support.

I am deeply indebted to my Faculty Guide Mrs. Indira Bhardwaj whose help, stimulating suggestions and encouragement helped me in all the times writing and completion of this thesis.

I want to thank all other trainees for all their help, support and valuable hints. Especially, I would like to give my special thanks to my parents, their love and blessing enabled me to complete this work.

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PREFACE

Summer training is a part of management studies which is very important for each and every management student. The purpose of the summer training is to enhance the knowledge and skills of the student and generate scope for the implementation of his/her acquired skills and knowledge during his/her PGDM. It also helps to acclimatize the student with the organization and the industry in which this organization exists. The objective of the summer training is to see how an organization works and gain knowledge of the happenings in the business world. Management education talks of synchronizing the theoretical studies with practical in the most effective way. The training figure prominently in the course curriculum as it imparts practical knowledge to the students aspiring to accomplish professional insight. It grooms as individuals to find himself fit in the corporate world. Students eventually come out with much confidence, knowledge and matured attitude and outlook. To me, it is an orderly and insightful process of thinking about and planning for the market. This process is applicable to more than just goods and services.

This particular process starts with entering deep inside the relevant market place to understand its dynamic and to identify opportunities to meet the felt or infelt needs. This training has helped us a lot in sharpening our knowledge and has also made us aware about the happenings of the business world. This learning experience has increased our competence which would help us in the management of corporate sector.

The main objective of this study was to analyze the different distribution channels of the company and it’s role in the IT industry. The channel which is more preferred by the customers and which channel is most cost effective for the company . Since the company is new in India and it wants that effective channel which had it’s widest reach to the end consumers and to the distribution place .

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TABLE OF CONTENTS

1. EXECUTIVE SUMMARY

2. INTRODUCTION

INDUSTRY PROFILE

I. MAIT findingII. Factor Responsible for these trends

III. Growth drivers (summary)

Introduction of the company MSI I. Company profileII. About the company

III. Financial profileIV. Products & ServicesV. MSI global sales and services

MSI – SWOT analysis MSI – Positive/Negative

Competitors

Distribution Strategy

3. REVIEW OF LITERATURE

4. RESEARCH METHODOLOGY Objective of study Type of research Sample design Size of sample Sources of data collection

5. DATA ANALYSIS AND INTERPRETATION

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6. FINDING & ANALYSIS

7. FINAL CONCLUSION

8. RECOMMENDATIONS

9. KEY FINDINGS10. APPENDIX(Questionnaire) 11. BIBLIOGRAPHY

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Executive Summary

There is growing competition between IT industry firms in current reform India. For consumer it is always difficult to decide which brand to choose among the available different brands.

Research was carried out to find out the role of distribution channel system and which one is the most effective among the all. Total duration of the research was of 6 weeks where the primary data was collected through the questionnaire which was filled by 125 respondents out of which the data of 100 respondents were finalized for the research study. Next, the data was analyzed and interpreted reflecting the results and findings.

This study suggests that people in India are more reluctant towards those distribution channel system through which they are able to get their queries settled off and those one which provide them the knowledge and information in a more convenient manner

Choosing the right distribution for your business is critical and ensuring that you understand the process and to assist in engaging with the intermediaries.

The major findings of this study are that people are interested to buy the product from the retail outlets as they are more satisfied with the CRM of these distribution centre. As many people do not have much information about the frequent advance changes in the technology and so they try to generate the information from every type of medium.

Through this report we were also able to understand, what are our Company’s positive and strong points, on the basis of which we come to know what can be the basis of pitching towards an effective distribution model.

In the later part the suggestions and the recommendations are presented . We also gave suggestions to the company, what improvement can be done to towards the different distribution channel and how our product can be easily available to the consumer.

I hope you will find my research project informative and interesting.

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INDUSTRY PROFILE“A good IT system must be able to cope with an extremely complex and dynamic

environment.”

India is amongst the top three Economies of the world that have been predicted to be most

buoyant and perhaps driving growth largely in the IT industry across the world. The PC

industry has been a leading driver of economic growth in the past three decades. The

explosion in the use of computers in businesses has been driven by the need to modernize

work processes and boost productivity, while the Internet, entertainment and other digital

applications were among the primary drivers of PC adoption in the consumer market.

MAIT Findings

Manufacturers' Association for Information Technology (MAIT) is the apex body

representing India's IT hardware, training and R&D services sectors. Every year since 1996-

97, it conducts ITOPS (now biannual since last five years) – a syndicated end-user based

study on the IT hardware market in collaboration with the e-Technology Group of IMRB

International.

The major findings of MAIT Industry Performance Review for the first half of fiscal 2008-

09 are:

The sales of laptops in India registered an impressive 93 percent growth.

PC sales exceed 7.3 million units, registering a growth of 11 per cent over the same

period last fiscal.

Consumption of desktops grew by only 1 per cent.

Notebooks drive the market. Sales of notebooks surpassed 1.82 million (18 lakhs)

units.

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Households emerge a strong market segment. This segment witnessed 150 per cent

growth in consumption accounting for 44 per cent of the total notebook market.

Consumption of notebooks by the business segment grew by 114 per cent, with large

enterprises contributing the major part (two-thirds) and reporting 25 per cent growth

in this consumption.

In the enterprise segment, while the office locations accounted for the bulk (85 per

cent) of notebook sales, significant growth in consumption was witnessed in the

manufacturing sector, retail outlets and the government sector.

Market set to touch 7.25 million units in fiscal 2007-08, given the strong macro-

economic conditions and steady buying sentiment in the market, led by demand from

various industry verticals.

Product2006-’07

(units)2007-08

(units)% Growth

Desktop

PCs5490591 5522167 1%

Notebooks 850860 1822139 114%

The overall consumption in the PC market was led by telecom, banking and financial service

sectors, education and BPO/IT-enabled services, and the e-governance initiatives of the

Union and the state governments. There is a southward trend in pricing for all IT products

due to technology reasons and also due to intense competition.

Notebooks have emerged as a significant driver for the PC market in India. Currently they

account for 24.8 per cent of the total PC market in the country, whereas their share was

less than 3 per cent four years ago. The proportion of notebooks in the overall PC sales is

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fast growing as these have rapidly become significantly more affordable. This is primarily in

accordance with strong macro-economic conditions and steady buying sentiment in the

market, led by demand from various industry verticals.

Factors Responsible For These Trends

Call it a new fad, or the emergence of a new breed of technology conscious IT users, or

both. But a shift in working styles and the need for "anytime-anywhere" access to

information is pushing laptop sales to dizzy heights in India.

Clearly, notebooks are competing with desktops with convenience and productivity scoring

high. So what's driving this sudden awareness of notebooks? After all neither notebooks

nor laptops are new to the Indian IT users, and just like the desktops, computer makers

were trying hard for years to push sales of notebooks too.

One of the biggest factor pushing sales for notebooks is the affordability factor or reduction

in prices. India's personal computer market is undergoing a major transition as premium

notebook computers are being brought to the mainstream, with almost half the prices,

compared with a few years ago.

Another key driver has been the growth of newer professions that not only require

different working styles but also mobile devices for anytime-anywhere computing. For

instance many like the IT-enabled workers or back office workers (like medical transcription

workers) need not work out of an old fashioned office anymore. Similarly many financial

and marketing sector professionals need to be one the move always.

Other factors like government policies helped too. For instance, the government now

allows duty free import of notebooks as personal baggage that has helped in increasing the

notebook penetration with the people becoming more aware of these devices.

Industry sources say that desktops, which was the symbol of corporate vanity till the other

day are slowly becoming passé with notebooks now becoming the mainstream.

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And this entire means that it’s party time for notebook vendors. But yet another important

trend that is emerging from this shift is that while the multinationals notebook vendors are

experiencing burgeoning sales, local notebook makers' cash registers aren't really ringing

that loud. And the reason why MNC brand names are outselling local ones is that they have

been scoring one up on the utility factor. MNC brands are growing and gaining the choice of

the user not just because of the narrowing of the prices between desktop and notebooks

but also because they have amalgamated technologies like Bluetooth and Wi-Fi with mobile

computing to bring more utility to notebooks.

But it is also true that MNC brands have been more aggressive sellers. The last couple of

years have seen intense price wars, with leading brands including HP and IBM forever

racing to slash the price of their notebooks.

Growth Drivers (Summary)

Indian Laptop market in now in sync with global market. It was in 2005 that sales of

laptops surpassed the sales of desktop computers for the first time in India.

The Laptop market is growing at a fast rate because of change in work life of

consumers. As the need for "anytime anywhere" access to information is increasing,

the sales of Laptops are also increasing.

Reduction in prices and affordability: Laptops are now sold at approximately half the

price at which they were sold two years ago. Laptops prices are now almost at par

with the desktop computer prices.

Duty free import of Laptops as a personal baggage that has helped a lot in increasing

the penetration level of the product among the consumer population.

Awareness about laptops has also increased over the years.

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INTRODUCTION TO COMPANY

COMPANY PROFILE - MICRO STAR INTERNATIONAL

Type

Public TWSE:2377

Industry Computer Hardware , Electronics

Founder Joseph Hsu, Jeans Huang, FrankLin, Kenny Yu, Henry Lu.

Founded

Established

1985

August 1986

Headquarters Jhonghe, Taipai, Taiwan

Products All in one PC, Barebone, car infotainment, Communication , Graphics card, Industrial Computing, Motherboards, Multimedia, Notebooks, Server

Capital

Net Worth

US$ 310 million

US$ 777 million

Revenue US$ 3.03 billion (2008)

Mfg. Sites Located at ShenZhen and KunShan, ShangHai In China

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http://en.wikipedia.org/w/index.php?title=Henry_Lu&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Kenny_Yu&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Kenny_Yu&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Frank_Lin&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Jeans_Huang&action=edit&redlink=1

http://en.wikipedia.org/w/index.php?title=Joseph_Hsu&action=edit&redlink=1


Website www.msi.com

BACKGROUND OF MSI

MSI was Founded in August 1986, in Taiwan with the net worth of US$ 777 Million and capital of US$ 310 million. MSI (Micro Star International) is a world-class leading company specializes in the design and manufacture of mainboards, graphics card and notebooks. It’s head office is located in the Jung-He City Taipei, Taiwan. It has its manufacturing sites in China at Shenzan and Kunshan , Shanghai. It’s an OEM based company which manufactures it’s own product and also supply the product to the other company’s around the world.

MSI is now the world No1 graphic card manufacturer and Top3 in manboards. According to Displaybank, MSI is the No4 Netbook supplier in 2008 and being ranked as Top 10 NB Brand in the worldwide market base on shipment quantity.

Market Share of the Major Laptop Brands in Indian Market

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http://www.msi.com/


INTRODUCTION OF THE COMPANY

Established in August 1986, MSI has always focused on four core values: Producing meaningful products, ensuring high product quality, the best customer service and achieving customer satisfaction. MSI’s product portfolio includes designing and manufacturing a diverse range of mainboards, graphics cards, notebooks, all-in-one PCs, server/workstations, industrial computing, barebone systems, communication devices, consumer electronics, car infotainment products and others.

“Quality Products Lead to Faithful Customers” is a motto that guides and all is done at MSI. Everyone at MSI goes all out to be the best of the best in research and development. Currently, there are 2,000 experienced engineers staff in research and development department. This talented team carries out its work with the latest research equipment, continuing to raise the bar on product quality and innovative product features.

In 1995 and 1996, they received ISO-9002 and ISO-9001 product quality certifications. In 1999, MSI received ISO-14001 environmental certification, confirming our commitment to the environment. Furthermore, MSI products undergo

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rigorous quality control testing, attaining a 99.6% quality rate, a level far higher than the industry standard. MSI's superior product quality has garnered exceedingly favorable coverage from the global media, countless awards and a very enthusiastic customer response.

In recent years, MSI has aggressively expanded into mainland China to meet the needs of our global customers. In the first quarter of 2001, the Baoan Plant in Shenzhen started production, vastly increasing MSI's production output as well as revenue. Aside from the Baoan Plant in Shenzhen, MSI has also established production facilities and a research and development center in Kunshan, China in 2003. Annual mainboard production is expected to reach 20.8 million units and annual graphics card production is expected to reach 11.8 million units. Combined with the production from Taiwan, MSI is becoming one of the biggest motherboard and graphics card manufacturers in the world.

To offer the customers the best service, speediest product delivery, as well as sales and technical support, MSI has established subsidiaries in mainland China, Hong Kong, Japan, Korea, India, Taiwan, the U.S.A., Canada, Brazil, Germany, France, Australia, the Netherlands, Turkey, the UK, Russia, the Ukraine, Poland, the Czech Republic, Serbia, and Saudi Arabia.

To further realize its vision of playing a more important role on the global stage and enhance its brand image, MSI designated 2009 as Brand Kick-Off Year and 2010 as Brand Execution Year. Its new branding strategy will focus on developing products with function as the priority and with Performance-Sound-Vision. MSI will also re-position all of its product lines and grouping, so that customers can better understand their uniqueness and realize the value of MSI’s products. MSI will also play a stronger role in sponsoring distributors’ marketing activities, while enhancing its image as an international enterprise.

MSI will continue to boost its competitive advantages as an enterprise, leveraging a globalized and diversified operation strategy to become more multicultural, stylish and innovative. In the new digital technology era, MSI will lead new digital territories.

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MSI is also enthusiastically increasing efforts in fulfilling its corporate social responsibilities (CSR), focusing on environmental protection, community care and doing our part for local culture. MSI’s CSR efforts have been acknowledged and applauded by the world. In 2010, MSI’s strong belief in taking from society to give back to society and its strong sense of gratitude will boost its goodwill in further realizing its responsibilities as a global enterprise. It aims to establish a successful enterprise model and spread seeds of care, love and support to all corners of our society.

Encouraging team work and elevating R&D prowess boosts MSI’s international brand value. In the future, MSI aims to become one of the Top notebooks and All-in-One PC product brands, and move towards becoming a successful enterprise in today’s world.

ORGANIZATION STRUCTURE

Mr. Tony Yang Managing DirectorMr. Johnny Lin National Product, Sales & Marketing

Manager (NB)Mr Ben Su National Product, Sales & Marketing Manager (MB &

VGA)

Mr Brian Huang Accounts Manager ( LFR/Disty) NBMr. Jeremy Fang National Sales ManagerMr. Nash Yi National Sales ManagerMr. Sean Huang National Sales ManagerMr. Sandeep Singh Technical support Manager/ TechnicalMr. Sanyam Sethia Marketing Manager

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THE TEAM

Mr. Atul Arora Regional manager (North & East India)/ Sales MBMr. Nitin Gupta Sales ExecutiveMr. Lalitendu Mahapatra RMA Engineer / RMAMiss. Pushpa Rautela AccountsMiss. Sima Kalita Marketing Executive & HR / AdminstrationMr. Narendra Singh RMA Engineer / RMAUjjwal kumar Singh RMA Engineer / RMAAkhil kumar Singh RMA Co-ordinator / RMA LOGISTICLalan Singh RMA Engineer / RMAKrishna Das Technical Engineer / RMAHarpreet Singh Bhatia NB Sales Executive/ Sales NBArjun Pal RMA Engineer / RMA

Financial Profile

The consolidated revenue for year 2008 amounted to NT$97.77 billion, an increase of NT$7.18 billion or 8% as compared to NT$90.59 billion in 2007. the consolidated after-tax profit was NT$2.27 billion, off NT$640 million or 22% as compared to NT$2.91 billion in 2007. the earnings per share in 2008 dropped to NT$2.25 from NT$3.07 in 2007. Despite of record high revenue in 2008, operating profit ratio fell due to increase in operating expenses as we continued to expand markets

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MSI Brand DNA

The Brandology of MSI is Insist on the Best and it is the combination of 4P+SQ. 4P+SQ = Competitive Product + Powerful Promotion + Competitive Price + Available at any Place + WW Warranty Service + Unbeatable Quality.

msi core branding strategy is to create awareness by emphasizing the Product Innovation and Differentiation .

Recent landmark/awards won by MSI for its initiatives/products

MSI have accomplished a great deal of pioneering work in the industry. In 2008, MSI NB won over 300 awards in 50 countries with 120 publications.

• World’s 1st Turbo Power (Overclocking) NB• World’s 1st NB with Dolby Certificate• World’s 1st NB with Cinema Pro• World’s 1st Robson Ready NB• World’s 1st NB with ECO Engine• World’s 1st NB Framed with SWAROVSKI Crystals• World’s 1st 13” NB with 4 speakers• World’s 1st NB with Independent Numeric Keypad• World’s 1st 10” NB with Atom CPU and Microsoft Windows XP Home Edition

USP of the brand and its products

MSI Features & Quality – ISO 9001 and ISO 9002 Certified, Exclusive Turbo technology, Eco engine technology, Cinema pro technology, Hybrid technology, Vivid Display technology.

Weight & Design – Color Film Print Technology with ocean wave patterns in design, MSI Notebooks applied the exterior with an Aerodynamic and Elementary design, also concealing all the openings at the connecting edges.

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MSI Reliability – MSI products benefit from the most advanced designs, strict component selection, manufacturing and testing processes, yields the industries most reliable and stable system platforms with over 40 critical tests.

Competitive Prices – MSI is committed to provide best quality as the most competitive prices in the market, in other worlds, the best Cost/Performance ratio.

2 Year Manufacturer Warranty - All MSI products must perform properly to ensure maximum performance. Therefore, at MSI we are so confident of the quality of our products that we are offering a full 2-year manufacturer warranty for all MSI Notebooks with 1 yr international warranty with more than 70 countries service in the world.

A BRIEF ABOUT MSI PRODUCTS LINE

PRODUCTS

MSI globally focuses on different product and its different products lines of IT

industry but in Indian market they had focused on three products which are

notebooks, motherboards and VGA graphics Cards. In India they have entered

from 2002 and they are dealing in motherboards and Graphics cards but by the late

2008 they had enter with their different products and now they have enter into the

notebooks market to provide better product and services to the people.

PRODUCT LINE OF THE COMPANY GLOBALLY

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All-in-one PC

Desktop PC

Motherboard

Graphics Card

Notebook

Communication

Barebone

Server

Industrial Computing

Multimedia

Car Infotainment

PRODUCT LINE IN INDIA

Notebooks

Mainboard

Graphics Card

NOTEBOOKS – MSI designs it’s products with the consumer in mind starting at the R & D stage. To ensure that consumers are satisfied with the products it undergoes a series of detailed testing before it is shipped from the factory. MSI notebook’s have accomplished a great deal of pioneering work in the industry. They come out with the

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newest and more advanced technologies and the examples of these are as follows developing the turbo Drive Engine, ECO Engine, Cinema pro, and MSI premium sound technologies. It has been also the first notebook manufacturer to be awarded true Dolby Home Theatre Surround Sound certification.

In notebooks product line there are 5 diffferent series which are present for the different segments of the market. For each segments and under that segment they have their different various varieties of notebooks such as : -

I) Gaming Series: It denotes the the Unrivaled Gamer series of

MSI notebooks. It comprises of the sleek and avid designing.

The basic features which this gaming series notebook comprises of are as follows –

a. - Exclusive MSI Turbo Drive Engine Technology

b. - Exclusive MSI ECO Engine Power Management System

c. - Exclusive MSI VIVID Image Enhancement Technology

d. - The Newest High-End 3D Graphic Card

e. - Aluminum & Metallic Threads in Body Design with Aerodynamic Touch Sensor

f. - W/A/S/D Buttons Highlight for Gamers with Independent Numeric Keypad

g. - High-Definition Multimedia Interface (7.1 Channel Output/HDMI/E-SATA/2.0M Webcam)

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II) Entertainment Series: It denotes the the Ultimate Video & Audio Connoisseur of MSI notebooks.

The basic features which this Entertainment series notebook comprises of are as follows –

a. - Exclusive MSI Cinema Pro Technology

b. - Exclusive MSI ECO Engine Power Management System

c. - Exclusive MSI VIVID Image Enhancement Technology

d. - The Newest High-End 3D Graphic Card

e. - 16:9 Golden Theatrical Ratio

f. - 2nd Generation Dolby® Surround Sound with Subwoofer

g. - Color Film Print Technology with Extraordinary Texture

III) X-Slim Series : It denotes the the The Slimmest Trendsetters of MSI notebooks.

The basic features which this X – Slim series notebook comprises of are as follows –

a) - World’s lightest and slimmest 13” notebook: only 6 mm at its thinnest

b) - The First 13" Notebook Equipped with 16:9 Wide Screen

c) - The Latest LED Power-Saving Backlight Technology

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d) - MSI's Exclusive Vivid Image Enhancement Technology

e) - Simplistic Curves Design Expressing Metropolitan Charm

IV) Class Series & Value Series : It denotes the the stylish and friendly

companion of MSI notebooks.

The basic features which this Classic series notebook comprises of are as follows –

a) - Exclusive MSI ECO Engine Power Management System

b) - 16:9 Golden Theatrical Ratio

c) - Color Film Print Technology with Extraordinary Texture

d) - Ultra lightweight

e) - Full size keyboard / Independent numeric key

f) - Decent I/O arrange for faster access

V) Ultra light Series : It denotes the the new innovation series of netbooks which are friendly companion, potable and of easily movable nature in current scenario of MSI netbooks. It is a portable assistant which gives ease from moving from one place to another place.

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a) - 1st 10” Atom platform, -1st 10” with HDD solution

b) - Exclusive MSI Easy Face

c) - User-friendly Big size keyboard

d) - Ultra Light Weight (<1kg)

e) - Long Lasting Battery Life

II) MAINBOARD – MSI is ranked global top 3 in mainboards and graphics cards with a reach of more than 120 countries and excess of 150 million users. MSI mainboard’s advantages are energy efficiency, stability and durability. They are also equipped with the world unique OC Genie technology exclusive from MSI and the GreenPower design. Its GreenPower Design combined with Japanese solid state capacitor and high end server can deliver the best reliability and performance with the lowest power consumption. MSI’s insistence on technology and quality made it the best platform in the eyes of corporate users as well as power users. The MSI mainboard is the number one choice in the eyes of media and consumers alike. MSI prepares the mainboards on two plateforms : -

I. Intel Based Plateform

II. AMD Based plateform

Graphics Cards – MSI graphics card is designed for 3D effect, heat dissipation, power control, reliability etc. With stringent design optimization to create the most reliable high performance graphics card without compromising on quality. Global acclaim made it the undisputed number one choice for magazines, website editors and players alike. MSI’s accumulated customer base exceeded 100 million users globally in the graphics card market.

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MSI’s brand leadership is well established in the mind of the customers. It is this driving force that propels MSI to constantly move forward. MSI prepares the VGA cards of two platform : -

ATI - The series model of ATI are Radeon HD series.

NVIDIA Graphic Card – The series model of NVIDIA are Ge Force series.

Server

MSI servers are designed not only with reducing costs, but with increasing productivity and competitiveness in mind. MSI also takes into account internet security from a structural perspective. MSI has a complete product range from the Intel® ATOM™ platform to the high end Intel® Jasper platform to meet every internet communication’s application challenges. Continual development of diverse product range is MSI’s commitment to stay ahead of the game.

MSI – IN INDIA

Globally the presence of MSI is from since 1986 but in they have entered the India market by the 2000 and from since

that time they are available with their products such as mainboards and the graphics cards. By the starting of 2002

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they had fully established themselves in the Indian market till now date.

By the late 2008 they had expanded their product line and introduced the notebooks in the Indian Market and now they have come up with their All-in-One PC’s. The price

comparison with the other competitor’s are less and the feature’s quality are more enhanced with the other’s.

For Indian market MSI has created a tagline under it’s brand which says ““““Insist On the Best””””..

MSI – SWOT Analysis as given by the company

STRENGTH

Strong R&D department

Long Battery Life

Price

Improved economies of scale

Fast reactions to market changes after cautious ROI evaluation

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WEAKNESS

Design

Keyboards

Touchpads

Insufficient attention to the Indian market

OPPORTUNITY

Economic downturn, which favors low-price products

Growth into the Indian market Increasing product lines

THREAT Competition threat from both local and international market

Industry reaching maturity

Dell’s expansion into indirect sales

International competitors forming alliances with local competitors

MSI Positive/Negative-

MSI Positives -

Top OEM Manufacturer- tier1- On a Technical front, they manufacture the key components like motherboard, graphic cards, servers etc.

2 huge manufacturing plants in china Provide products at lower price Customize their products being a manufacturer Own R&D department which innovates the products from time to time They can easily attract dealers and distributors to keep their products in their outlets.

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Eg. MSI tie-up with Croma, Staples, Reliance Digital, big bazaar etc. Focus mainly on Quality products

MSI negatives -

Different Marketing strategy- Focus on sales through dealers and distributors. Less promotional activities

Brand awareness of MSI is the least in Indian market. Improper guidance about service centers Websites do not provide information for products available in Indian market Least media promotion

COMPETITORS IN INDIA

1) HP and COMPAQ2) DELL3) ACER4) SONY5) HCL6) ASUS7) TOSHIBA

Distribution Strategy

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Distribution is all about getting your product/service to the right people at the right time with special consideration for profit and effectiveness. Successful marketing does not end when a business has developed a product/service and has found its appropriate target audience with a view to Marketing & Sales - Pricing Strategies.

The next issue that company needs to face is how they are going to distribute and sell this product/service to the consumers. When a product/service is purchased by a consumer, it may have been bought directly from the business, or it may have been through a number of intermediaries (wholesaler, retailer, etc): these are known as distribution channels.

The business need to acknowledge the different types of distribution channels to utilize sales potential. The company can increase sales or profit by using the different distribution channel to the one that you currently use.

Distribution channels are influenced largely by the type and size of the business and so some of the channels may not be feasible for the particular business.

Using Multiple Channels of Distribution

When analyzing which distribution channel is best for the business, the company should not restrict itself to one channel, but instead adopt a number of channels that are suitable for selling product/service efficiently and effectively (if necessary).

For example, a business may use a retailer to sell their product and at the same time, use direct online and own showrooms to further encourage sales: there are a number of feasible combinations.

Distribution strategy adopted by MSI

EXCLUSIVE SHOWROOMS – They are the company owned exclusive showrooms where the whole ownership is under the company. The company keeps the various varieties of product and different product lines of its own. The prices in the showrooms do not vary from different exclusive showrooms of MSI.

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http://www.bizhelp24.com/marketing/marketing-sales-pricing-strategies.html


As per the company owned exclusive showrooms, Currently MSI is having the four showrooms in India which are situated in Kottyam, Bangalore, Lucknow and Jaipur. The whole distribution is done through the six national distributors for these showrooms. The company pays all the expenses of the showroom including all the indirect expenses such as rent, electricity, salaries, administrative expense and selling and distribution expenses. There are also 7 multibrand showrooms in all over India.

Basically these showrooms are on the franchise based system where the company has given the right to the franchisee holder for selling the products and the overhead expenses are paid by the company .

LFR – These are the large format retail outlet and the term is applied to large Floor plate, one-storey retail outlets, usually operated as part of a chain, that locate on individual sites or that cluster on a large site, sometimes adjacent to each other. Large-format stores, commonly referred to as "big-box" stores, serve a region-wide market and typically locate at highly visible locations at major intersections or adjacent to highways.

Micro Star International (MSI) planned to further enhance their retail reach to make their range of consumer notebooks easily available to a wider customer base. To begin the new initiative MSI has tied up with large format retail (LFR) chains. The new retail chain includes Croma, Reliance Digital and Big Bazaar in many cities across India. Under its retail strategy, MSI has also appointed trained personnel to explain the products, feature and help customers to choose. According to Tony Yang, MD of MSI India, the LFR stores will bring new availability for MSIs notebooks to a wider consumer base. They will help buyers make more informed decisions by acquainting them with the capabilities and unique features of the different models. MSI notebooks are available in 30 Croma stores , 20 reliance stores , 21 Big Bazaar outlets and different staples stores across many cities in country. Currently in New Delhi the company is present through one staples stores and 8 Chroma stores.

RETAILERS – There are two types of distributors of MSI in India such as –

National Distributor Regional distributor

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National Distributor – MSI has appointed 6 national dealers through which they follow the distribution channel across all the cities and in the country.

The six national distributor in India are as follows :

IRIS COMPUTER LTD. PRIYA LTD. SALORA INTERNATIONAL LTD. TOPNOTCH IRIS COMPUTER LTD. NEOTERIC

There are more than 60 regional distributor in New Delhi who plays an important role in distribution of the partners. Some are in an authorized partnership with the MSI.

Retailers plays an important role in gaining the market. Retailers can promote your product by making consumers aware of its availability and by passing on technical information that could encourage the sale. Because there are thousands of retailers located all around the country, they are an excellent intermediary for distributing your product to a wide geographical range of consumers.

Today, many retailers prefer to buy their products directly from producers instead of going through wholesalers: this is typical of supermarkets. By selling directly to retailers, the added expense of transportation is the only issue.

e–Tailer – The goods which are sold to the consumers electronically over the internet is known as e – tailer. In this distribution channel the company directly makes the contract with the websites or different companies who sells the product through online system. The examples of the e-taier selling are as follows rediffi, e-bay, storeoin, shoppingbells, infibean etc . The major advantage is reduction in number of intermediaries which reduces the cost and there is more profit margin for the company as well as for the seller and the consumer also gets the product at the cheaper rate as compared to the other channel of distribution. In this process there are only two

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intermediaries who carry the goods from the manufacturer to the end cosumers. The main disadvantage of this channel of distribution is that globally this channel is widely accepted but in India the customer are more likely towards the personal touch. The people buy from those channel where they are more satisfied with all the attributes and the physical presence of goods is quite necessary during making any purchase. It’s an electronic way of selling the products through introducing the electronic ways such as SAP plays an important role in these type of business.

REVIEW OF LITERATURE

Choosing the Right distributor

When deciding whether to use agents, wholesalers, brokers or retailers to distribute

your product, you will need to consider the following six factors as summarizedin

the “choosing the right distribution”

Numbers & types of customers

Contentration of market

Price of a product

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Complexity of product

Financial resources

Need for control

1. Number & types of customers – If a company is a manufacturing company and deal

with a few large customers , it may decide to sell directly to customers by using it’s own

salespersons, or by contracting the services of a distributor or selling agency. In general,

the more diversified the company is customer base, the more it will need to use the

services of wholesalers and re-tailers.

2. Concentration of market – Using it’s own distribution system is possible if the

customers are concentrated in a few areas. However, if customers are scattered, it is

usually more economical to use the services of a distributor.

3. Price of product – The less expensive is product, the more likely it will need to use a

distributor, wholesaler and / or reatailer. Cheaper items are often sold in bulk to

intermediaries or wholesalers who then distribute them in small number to retailers.

Expensive, technological products, such as computers, hardwares or industrial equipment

are usually sold directly by the manufacturer or through a specialized agent.

4. Complexity of product – High technical items are usually sold directly by the

manufacturer. The producer’s sales force usually can offer better pre-sales information,

as well as, post-sale service, which most wholesalers would not be able to provide.

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5. Financial resources – Many new manufacturers cannot afford to establish a

distribution system, grant credit or provide warehousing for products. It is usually more

practical and economical for new manufacturers to rely on experienced distributors who

have numerous contacts.

6. Need for control – some manufacturers want to maintain tight control over their

product by handling distribution even through their overhead costs will be higher. They

feel they can thus maintain a consistent price, provide better service and maintain high

performance standards. Most consumer products such as food, clothing or furniture are

not sold directly by the producer because the control over quality of service and price

maintenance is less important.

RESEARCH METHODOLOGY

RESEARCH TITLE

“An analysis of the Distribution Model adopted by MSI in order to identify the most cost effective way of distribution.”

Objective Of Research

To find out most cost effective distribution channel for MSI in Delhi will be as company is new it needs a cost effective Distribution Channel. So this research is conducted in view to help company for its Distribution strategy

PRIMARY OBJECTIVE: -

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To know the consumer preference of different distribution channels and which channel is

then the most cost effective for the company .

SECONDARY OBJECTIVE: -

1. To know the consumer preferences, where they are more satisfied with the pre and

post sales service.

2. To study the effectiveness & efficiency of MSI distribution strategy in relation to its

competitors.

3. To study the difficulties faced by the company in adopting different distribution

channels.

4. To study the need of improvement in the current distribution strategy..

5. To suggest solutions that will help the company in formulating better strategies that

are less time consuming and effective cost saving technique.

SCOPE OF THE STUDY

The study was carried out at the different places in New Delhi over a period of six weeks where the MSI products were available.

The study is conducted to analyze

The consumer decision making process regarding the purchase of laptops over different places.

Gathering and disseminating relevant information from dealer/ Distributors To solve the various problem occurred by the dealer / Distributors. To understand the demand of dealer / Distributors and fulfill them for best sale of MSI notebook.

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Adaptation of different marketing strategies to promote the product as well as store Building long-term relationship with customers .

Management decision problem

Which distribution channel should MSI focus more to hold a leadership position in the Indian notebook / netbook industry?

Marketing Research Problem

The marketing research problem is to determine the role that brand name, product characteristics, and other factors play in buying behavior of customers for notebooks / netbooks from particular place?

Specific components of the problem are:

a) What criteria are preferred by consumers for buying notebook/netbook from any particular place ?

b) How do consumers evaluate MSI and its competitors over these different channels?

c) What is the market share of MSI and its competitors in notebook/netbook industry?

d) What are the demographic and psychographic characteristics of consumers who are concerned primarily with the brand name and the availability place?

TYPES OF RESEARCH

Research methodology is used to systematically solve the research problem. It is a way that defines the process of overall study. The method used must be justified..

Research may be quantitative or qualitative research. In this research qualitative as well as quantitative research will be used, as it is necessary to know features / facilities that attract

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the customer to buy specific laptop from particular place as well as number of laptop sold by dealer/ distributors of MSI during the Research period.

Research Design

Research design is a frame work or blueprint for conducting the project.A research design is the arrangement of conditions and analysis of data in a propermanner that aims to combine all the matter in a relevant way for research purpose.Research design provides the glue that holds the research project together.

On the basis of theoretical study a research has many types. All of these are distributed on the nature of research.

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RESEARCH DESIGN

DATA COLLECTION

Data Preparation


Research design is of various types like:-Exploratory ResearchDescriptive Research &Causal Research

Exploratory Research - The main purpose of such type of research is the formulation of problem for more precise investigation or of developing the working hypothesis from an operational point of view. Here, problem during distribution will be assessed.

Descriptive Research Design :-

The major objective of descriptive research is to describe something usually market characteristics or function. Descriptive research is a preplanned and structured research. It is typically based on large representative samples.

Descriptive Research conducted for the following purpose:-

A.) To describe the characteristics of the relevant groups, such as consumer, organization, or market area.B.) To determine the perception of the product characteristics.C.) To determine the degree to which marketing variables as associated. And such type of investigation is required during the Research. It is a type of conclusive research where the major objective is to obtain Evidence distribution of MSI brand will be assessed.

Conclusive Research

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The research is designed to assist the decision maker in determining , evaluating and selecting the best course of action to take in a given situation.

Our research is based on Exploratory, Descriptive and Conclusive research.

DATA COLLECTION

Task of data collection is very important part of research. It begins after defining the researcher problem and preparation of research design. It may be primary or secondary data collection.

Primary data : -

Primary data are those which are collected through a self administered, sequential structured questionnaire, fresh and for specific purpose for the first time. These data are original data for the research purpose. The various tools of primary data collection are questionnaire, interview, observation and telephonic interview.

For, this study purpose : - Questionnaire and some time interview is used for data collection. The questionnaire contained eight questions and it was a mix of open ended

and close ended questions. At last there was a telephonic interview with the dealers regarding the sale of

MSI products in their outlet and a survey in the LFR regarding the sale in research period.

Secondary Data : -

The secondary data are which have been already collected by someone else andwhich have already been passed through the statistical tool. Data that are originatedwithin the firms is internal secondary data, and which originated from externalsources are external secondary data. Secondary data have been collected from various magazines, company websites, records, newspaper, newspaper and websites.

Research Duration

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6 weeks

Sampling Procedure

Steps in sample design

1. Sample Elements : All customers visiting Retail outlet shops in Nehru Place and Notebook / netbook section in Staples stores in Noida. Male or Female shoppers, dealers, wholesaler or distributors of laptop at the NEHRU PLACE. They may be newly opened or old one. They may have relation with MSI or want to establish.

Sampling Technique

We had used NON - PROBABILISTIC approach i.e. Convenient Sampling

2. Sampling frame – All the Customers , Dealers / Distributors at the Nehru place.

3. Sampling Technique – ‘Simple random sampling’ of ‘Probability sampling technique. Where each Dealer/ Distributors have equal chance to be selected in sample frame.

4. Sample Size – It is the number of items to be selected for research. It may be too large number or too small, according to the research nature, it must should be optimum. In this study sample size will be 100.

5.Research Instrument - The main tool that has been used in data collection is questionnaire that has been constructed for this purpose. Primary data was collected by means of questionnaire which was distributed to the customer who were visiting different places in delhi for purchasing the laptops.

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6.Data collection method – The survey was conducted by way of personal interview wherein the researcher gave the respondent the questionnaire and initiated a two-way conversation to obtain information from the participant.

Limitation Of the study

In the current project there are some limitation that have been found. These limitation are:-

In a very short span of time the analysis of customer satisfaction about the MSI laptop distribution channel system cannot be taken as finally.

This is one of the major limitations of this project because in the very short period analysis of different channel is very complex task.

The present study is totally region specific. Whatever analysis of the MSI laptop has been done is based on the data collected in the Nehru Place and Wazirpur only.

The major drawback is that MSI doesn’t have any exclusive showroom in Delhi itself which had made the research left on that part empty and the sale through online is calculate nil for that period.

The information provided by the dealers and the LFR store was based on there assumption.

Every person has different view in comparison to other person. Same is the case with this project also.

DATA ANALYSES

Raw data: Expected response and actual response

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Expected - Management perspective

Company believes stands on the prospective that they insist on the good quality products at reasonable prices since they are the OEM Company which itself manufactures its products and they are now available in every forms of distribution channel system .

Actual – The actual mind set of the people is that they go with that brand purchase which advertise more itself and in market it is mostly purchased by other customer also and they associate there purchasing from that distribution channel system from where they are more satisfied with the services, quality, price and may be had been a past consumer of that channel.

Questionnaire construction

The questionnaire is constructed in such a way so that the customer’s perception over the

different brands and the perception about different distribution channels can be analyzed.

Through the questionnaire we I got the result that where they are more satisfied and what

are the different attributes which makes them to have purchase from those channels. The

satisfaction levels of customer with the different points enabled us to follow a customer

oriented approach for getting a conclusive decision.

By the help of secondary data gathered by me which included the sales figure of different distribution channels in New Delhi had also helped to come out with better conclusion.

Therefore in the questionnaire the customer were asked 8 questions in which preference over the brand, place, service satisfaction, places attributes, price and distance factors related questions were asked including the personal information about themselves such as

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name, age, gender, e-mail id, contact number were asked to get the more relevant and accurate data.

Details on expected responses and Details of actual responses

Raw Data : Expected response – Management’s perspective

Company believes that they provide the product of better technology and quality at reasonable prices as comparison to the other competitor’s. thus they should be present in every distribution channel so that to grab single opportunity for the success in the market. The more they are easily available to the end consumer’s through better services and wider reach the more they would be able to have market share in the Indian market.

Actual response – Consumer’s perspective

The perception of the consumers in the Indian market is that they go toward that brand which provide them the credibility with the name and the services offered by them satisfies them the most whether they are related to the channel of distribution, after sales service or any other factor. Once they are satisfied with these options then they would be a return customer for the future aspectives.

Segregation of data for analysis

The questions asked in the survey and the data collected through it was coded for all different questions.

Example – 1,2,3,4 for different choices of answers.

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There were total 9 variables were used to make the relation or to show the existence of the correlation among the variables.

Objectives for Analysis

For making any decision the consumer’s demographics plays an important role. Since the notebook industry can be described as a high durable product and the objective was :

To analyze the relation and the dependency of age and gender for making the decision and the preferences choice available to them.

To find out the significant relationship between the brand and the selection criteria for a purchasing decision.

Techniques for Analysis

Pie charts and the bar charts are drawn to clearly reveal the different percentage distribution over various variables .

Cross tabulation tests was used to create a contingency table from the multivariate frequency distribution of statistical variables.

Chi – square test of independence was used to analyze the frequencies of two variables with multiple categories to determine whether the two variables are independent or not dependent on each other.

SPSS is used as a tools for Analysis

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Final results of survey, data analysis and Interpretation of data

Characteristics of the Sample

Age Profile of the Sample

This shows that maximum purchase of technical products such as a notebook is made by a

customer aged 20-30 years. The data reveals that the there are more number of customer

between the age 20-30 of as they are more reluctant towards the IT industry product.

Gender Profile of the Sample

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This shows that males are more tech-savvy. Their preference of buying technical products

such as a notebook / net book is more as compared to that of females. The data reveals that

more male participate the survey. This is relevant to the different living habits and internet

usage ratio between different genders.

Brand Profile of the Sample

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Out of these, most of them owned one of brand Dell (almost 42%). This was followed by HP and Compaq , which contributed almost 27%. Followed by Sony (11%).The rest almost were divided into other companies such as Acer, Asus, Toshiba, HCL, MSI and other brands which are available in the market. It can be concluded that the marketing communications activities of these brands have contributed to brand equity and driven sales in many ways. They have been successful in liking the right associations to the brand image in consumer’s memory; eliciting positive brand judgments or feelings; and/or facilitating a stronger consumer-brand connection.

Findings from the Study

Presence of laptops in different distribution channel

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The feedback given through Questionnaire it implies that customer’s preference is more towards the retail outlets and the exclusive showrooms of the company. As 59% of people prefer retail outlet and 25% Exclusive showroom.

Emphasizing points for buying laptop

As evident from the bar chart above, respondents believed that there is not much influence of sales promotion on purchase behavior of laptops. Out of the 100 respondents who replied to the question what actually they focus on buying the laptop nearly 61% people focus on quality, 18% on Price 9% on sales promotion schemes and rest focus on different varieties.

Distance role

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Price Factor

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Price factor is also a major consent for the customers but distance plays an important role for buying the notebooks but in comparison with the price and distance factor the distance or approach to the buying place matters a lot in the mind of customers. A major percentage of 73% of the people are agree that distance is an important factor.

Important Attributes of buying place for laptops

These are the opinion of the respondents why they prefer particular place for buying the

laptops from same place.

The percentage of customers most satisfied with pre and post sales services available

through different distribution channels in pie chart.

Pre-sales service

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Post-sales service

The above chart shows that the customer are more satisfied with the sales services of

exclusive showroom and retail outlet as compared to the other two channels. Since here

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the people focus more on understanding and the sales service of the company and if they

are satisfied with it then they go towards that channel of distribution.

Personal Opinion

These were the suggestion and personal opinion made by the people that MSI should adopt

some effective measures to get established in the market.

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Correlation Observed during the research

SPSS Analysis

1. To find out whether the preference of the brand of notebooks depends on the gender of the individual. Therefore we did a cross tabulation of the data and a chi-square analysis of the notebook choice w.r.t gender at 95% confidence level.

Hypothesis:

H0: Brand preference is depended on the gender .

Ha: Brand preference is not depended on the gender .

From the analysis, the following results were obtained:

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Gender * Brand_Preference 100 100.0% 0 .0% 100 100.0%

Gender * Brand_Preference Crosstabulation

Crosstab

Gender Brand_Preference Total

Acer Lenovo Dell MSI Hp Sony Compaq

Male 3 9 34 1 12 6 5 70

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Female 2 4 8 1 6 5 4 30

Total 5 13 42 2 18 11 9 100

Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 5.262(a) 6 .511

Likelihood Ratio 5.283 6 .508

Linear-by-Linear Association 1.968 1 .161

N of Valid Cases 100

Final Result:

The chi square value comes out to be 5.262 for 6 degree of freedom. Since the p value is 0.511 which is greater than .05. Therefore the null hypothesis was not rejected. These evidences existed to conclude that the brand preference of notebook by a consumer was related to the consumer’s gender.

2. To find out whether the purchasing place emphasis depends upon the gender. Therefore we did a cross tabulation of the data and a chi -square analysis on purchasing place emphasis w.r.t gender at 95% confidence level .

Hypothesis:

Ho: Place preference is dependent upon Gender.

Ha: Place preference is not dependent upon gender.

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Cases

Valid Missing Total


Gender * Place_Preference 100 100.0% 0 .0% 100 100.0%

Gender * Place_Preference Crosstabulation

Crosstab

Place_Preference

Gender Retail outlet Exclusive showroom

LFR Online Purchasing

Total

Male 41 18 10 1 70

Female 18 7 4 1 30

Total 59 25 14 2 100

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square .449(a) 3 .930

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Likelihood Ratio .418 3 .937

Linear-by-Linear Association .007 1 .935


Final Result:

The chi square value comes out to be 0.449 for 3 degree of freedom. Since the p value is 0.930 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the purchasing place preference of notebook is depended on the consumer’s gender.

3. To find out whether the purchasing emphasis points depends upon the gender. Therefore we did a cross tabulation of the data and a chi -square analysis on purchasing place emphasis w.r.t gender at 95% confidence level .

Hypothesis:

Ho: Purchasing emphasis points is dependent upon gender.

Ha: Purchasing emphasis points is not dependent upon gender.



Cases

Valid Missing Total



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Gender * Purchasing_emphasis Crosstabulation

Crosstab

Purchasing_emphasis

Gender Price Quality Promotional Scheme

Variety Total

Male 12 44 8 6 70

Female 6 19 3 2 30

Total 18 63 11 8 100

Chi-Square Tests


Pearson Chi-Square .230(a) 3 .973

Likelihood Ratio .232 3 .972



Final Result:

The chi square value comes out to be 0.230 for 3 degree of freedom. Since the p value is 0.973 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the purchasing emphasis points are depended on the consumer’s gender.

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4. To find out whether the purchasing place distance depends upon the gender.

Therefore we did a cross tabulation of the data and a chi -square analysis on purchasing place distance w.r.t gender at 95% confidence level .

Hypothesis :

Ho: Distance matter is dependent upon gender.

Ha: Distance matter is not dependent upon gender.



Cases

Valid Missing Total



Gender*Distance matters Crosstabulation

Crosstab

Distance_matters

Genderstrongly disagree disagree

neither disagree nor

agree agreestrongly

agree Total

Male 8 10 1 28 23 70

Female 4 5 4 12 5 30

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Chi-Square Tests






Final Result:

The chi square value comes out to be 8.061 for 4 degree of freedom. Since the p value is 0.089 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the distance or approach to the place are depended on the consumer’s gender.

5. To find out the relation between the gender and the motivating attributes for making the purchasing decision from any particular place.

Hypothesis :

Ho: Motivating attributes is dependent upon gender.

Ha: Motivating attributes is not dependent upon gender.


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Cases

Valid Missing Total



Gender*Motivating Attributes Crosstabulation

Crosstab

Motivating_Attributes

Gender Location Service Varieties Any other Total

Male 11 46 10 3 70

Female 5 22 3 0 30

Total 16 68 13 3 100

Chi-Square Tests




Linear-by-Linear .969 1 .325

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Association


Final Result:

The chi square value comes out to be 1.774 for 3 degree of freedom. Since the p value is 0.621 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the motivating attributes for making the purchase from particular place are depended on the consumer’s gender.

6. To find out the relation between the gender and the Pre-sales service for making the purchasing decision from any particular place.

Hypothesis :

Ho: Pre_sales_service satisfaction level is dependent upon gender.

Ha: Pre_sales_service satisfaction level is not dependent upon gender.



Cases

Valid Missing Total



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Crosstab

Pre_sales_service

GenderRetail outlet

Exclusive Showroom LFR

Online Purchasing

Total

Male 36 19 14 1 70

Female 18 8 3 1 30

Total 54 27 17 2 100

Chi-Square Tests




Linear-by-Linear Association

.665 1 .415

N of Valid cases 100

Final Result :

The chi square value comes out to be 1.904 for 3 degree of freedom. Since the p value is 0.593 which is greater than .05. Therefore the null hypothesis was accepted. These

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evidences existed to conclude that the pre-sales-satisfaction from any particular channel is related to the consumer’s gender.

7. To find out the relation between the gender and the Post – sales service for making the purchasing decision from any particular place.

Hypothesis :

Ho: Post_sales_service satisfaction level is dependent upon gender.

Ha: Post_sales_service satisfaction level is not dependent upon gender.



Cases

Valid Missing Total



Gender*Post_sales_Service Crosstabulation

Crosstab

Post_sales_service

GenderRetail outlet


Online Purchasing

Total

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Male 32 26 11 1 70

Female 16 12 1 1 30

Total 48 38 12 2 100

Chi square test –





.944 1 .331


Final Result :

The chi square value comes out to be 3.363 for 3 degree of freedom. Since the p value is 0.339 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the post-sales-satisfaction from any particular channel is related to the consumer’s gender.

8. To find out the relation between the gender and the Price factor for making the purchasing decision from any particular place.

Hypothesis :

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Ho: Price factor role plays an important role on gender’s mind.

Ha: Price factor role does not plays an important role on gender’s mind.



Cases

Valid Missing Total



Gender*Price factor role Crosstabulation

Crosstab

Price_factor role

Gender strongly disagree

disagree neither disagree nor agree

agree strongly agree

Total

Male 2 26 4 33 5 70

Female 2 9 1 15 3 30

Total 4 35 5 48 8 100

Chi-Square Tests

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.108 1 .743

N of Valid cases

100

Final Result :

The chi square value comes out to be 1.556 for 4 degree of freedom. Since the p value is 0.817 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the price factor plays an important role in the gender’s mind.

Correlation Observed during the research

SPSS Analysis on age factor

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1. To find out whether the preference of the brand of notebooks depends on the age of the individual. Therefore we did a cross tabulation of the data and a chi-square analysis of the notebook choice w.r.t gender at 95% confidence level.

Hypothesis:

H0: Brand preference is depended on the age .

Ha: Brand preference is not depended on the age .



Cases

Valid Missing Total


Age * Brand_Preference 100 100.0% 0 .0% 100 100.0%

Brand_Preference * Age Crosstabulation

Crosstab

Brand_Preference

Age Acer Lenovo Dell MSI Hp Sony Compaq Total

15-20 years 3 1 4 0 1 4 3 16

20-25 years 0 3 13 1 7 3 5 32

25-30 years

1 3 16 1 5 2 0 28

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30+ 1 6 9 0 5 2 1 24

Total 5 13 42 2 18 11 9 100

Chi-Square Tests






Final Result:

The chi square value comes out to be 27.017 for 18 degree of freedom. Since the p value is 0.079 which is greater than .05. Therefore the null hypothesis was not rejected. These evidences existed to conclude that the brand preference of notebook by a consumer was related to the consumer’s age.

2. To find out whether the purchasing place emphasis depends upon the age. Therefore we did a cross tabulation of the data and a chi -square analysis on purchasing place emphasis

w.r.t gender at 95% confidence level .

Hypothesis:

Ho: Place preference is dependent upon age.

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Gaurav TewarI


Ha: Place preference is not dependent upon age.



Cases

Valid Missing Total



Age * place_Preference Crosstabulation

Crosstab

Place_Preference

Age Retail outlet

Exclusive showroom

LFR Online Purchasing

Total

15-20 years 10 6 0 0 16

20-25 years 21 3 6 2 32

25-30 years 15 7 6 0 28

30+ 13 9 2 0 24

Total 59 25 14 2 100

Chi-Square Tests

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Final Result:

The chi square value comes out to be 14.791 for 9 degree of freedom. Since the p value is 0.097 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the purchasing place preference of notebook is depended on the consumer’s age and it varies from different age groups.

3. To find out whether the purchasing emphasis points depends upon the age. Therefore we did a cross tabulation of the data and a chi -square analysis on purchasing place emphasis w.r.t gender at 95% confidence level .

Hypothesis:

Ho: Purchasing emphasis points is dependent upon age.

Ha: Purchasing emphasis points is not dependent upon age.



Cases

Valid Missing Total


Age * Place_Preference 100 100.0% 0 .0% 100 100.0%

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Gender * Purchasing_emphasis Crosstabulation

Crosstab

Purchasing_emphasis

AgePrice Quality

Promotional Scheme Variety Total

15-20 years 1 11 3 1 16

20-25 years 9 20 1 2 32

25-30 years 4 18 4 2 28

30+ 4 14 3 3 24

Total 18 63 11 8 100

Chi-Square Tests






Final Result:

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The chi square value comes out to be 7.282 for 9 degree of freedom. Since the p value is 0.608 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the purchasing emphasis points varies from consumer’s age.

4. To find out whether the purchasing place distance depends upon the gender. Therefore we did a cross tabulation of the data and a chi -square analysis on purchasing place distance w.r.t gender at 95% confidence level .

Hypothesis :

Ho: Distance matter is dependent upon age.

Ha: Distance matter is not dependent upon age.



Cases

Valid Missing Total



Age*Distance matters Crosstabulation

Crosstab

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Distance_matters

Agestrongly disagree disagree

neither disagree

nor agree agreestrongly

agree Total

15-20 years 1 2 1 9 3 16

20-25 years 4 5 0 12 11 32

25-30 years 3 6 1 12 6 28

30+ 4 2 3 7 8 24

Total 12 15 5 40 28 100

Chi-Square Tests






Final Result:

The chi square value comes out to be 10.440 for 12 degree of freedom. Since the p value is 0.577 which is greater than .05. Therefore the null hypothesis was not rejected. These evidences existed to conclude that the distance or approach to the place differs in different consumer’s age.

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5. To find out the relation between the gender and the motivating attributes for making the purchasing decision from any particular place.

Hypothesis :

Ho: Motivating attributes is dependent upon gender.

Ha: Motivating attributes is not dependent upon gender.



Cases

Valid Missing Total



Age*Motivating Attributes Crosstabulation

Crosstab

Motivating_attributes

Age Location Service Varieties Any other Total

15-20 years 3 10 3 0 16

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20-25 years 7 20 5 0 32

25-30 years 4 19 3 2 28

30+ 2 19 2 1 24

Total 16 68 13 3 100

Chi-Square Tests





.629 1 .428


Final Result:

The chi square value comes out to be 6.595 for 9 degree of freedom. Since the p value is 0.679 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the motivating attributes for making the purchase from particular place are depended on the consumer’s age.

6. To find out the relation between the gender and the Pre-sales service for making the purchasing decision from any particular place.

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Gaurav TewarI


Hypothesis :

Ho: Pre_sales_service satisfaction level is dependent upon age.

Ha: Pre_sales_service satisfaction level is not dependent upon age.



Cases

Valid Missing Total



Age*Pre-Sales-Service Crosstabulation

Crosstab

Pre_sales_service

Age Retail outlet


Online Purchasing Total

15-20 years 12 2 2 0 16

20-25 years 13 12 5 2 32

25-30 years 18 5 5 0 28

30+ 11 8 5 0 24

Total 54 27 17 2 100

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Chi-Square Tests





.322 1 .570


Final Result :

The chi square value comes out to be 11.683 for 9 degree of freedom. Since the p value is 0.232 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the pre-sales-satisfaction from any particular channel is dependent to the consumer’s age.

7. To find out the relation between the gender and the Post – sales service for making the purchasing decision from any particular place.

Hypothesis :

Ho: Post_sales_service satisfaction level is dependent upon gender.

Ha: Post_sales_service satisfaction level is not dependent upon gender.


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Cases

Valid Missing Total



Age*Post-Sales-Service Crosstabulation

Crosstab

Post_sales_service

Age Retail outlet


Online Purchasing Total

15-20 years 11 5 0 0 16

20-25 years 12 11 7 2 32

25-30 years 15 10 3 0 28

30+ 10 12 2 0 24

Total 48 38 12 2 100

Chi-Square Tests

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.080 1 .778


Final Result :

The chi square value comes out to be 12.880 for 9 degree of freedom. Since the p value is 0.168 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the post-sales-satisfaction from any particular channel is related to the consumer’s gender.

8. To find out the relation between the gender and the Price factor for making the purchasing decision from any particular place.

Hypothesis :

Ho: Consumer’s age plays an important role on Price factor role.

Ha: Consumer’s age does not plays an important role on Price factor role.



Cases

Valid Missing Total

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Age * Place_Preference 100 100.0% 0 .0% 100 100.0%

Age*Price factor role Crosstabulation

Crosstab

Price_factor

Agestrongly disagree disagree

neither disagree

nor agree agreestrongly

agree Total

15-20 years 1 7 0 8 0 16

20-25 years 1 10 2 18 1 32

25-30 years 1 13 2 9 3 28

30+ 1 5 1 13 4 24

Total 4 35 5 48 8 100

Chi-Square TestsGHS – IMR

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Value dfAsymp. Sig. (2-

sided)




2.023 1 .155


Final Result :

The chi square value comes out to be 11.234 for 12 degree of freedom. Since the p value is 0.509 which is greater than .05. Therefore the null hypothesis was accepted. These evidences existed to conclude that the price factor plays an important role for making the purchasing decision on different consumer’s age.

_____________________________________________________________________

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Secondary source data

Collection of sales information in different distribution

channels (on monthly basis )

Retail

outlets

Exclusive

showroom

LFR e-

tailer

No. of

availability

60 N/A 9 N/A

Average

Monthly sales

6-8 models N/A 6-7 models N/A

Approximately

sale( total 6 weeks )

350 models 90 models

Through the above secondary data collected for the project research it can be said that since the company is not having it’s own showroom it is loosing some customer basically from the above survey we have found that there are 27% of the people who believe that an exclusive showroom makes the sales increase of the company and the another channel of e-tailer is not quite famous in India and hardly 1-2% people likes this channel and they believe brand popularity with it for making any purchase.

Since there are 60 partners of MSI products in New Delhi and on average they told that in a month they are able to sold of 6–8 models of MSI or more but there are some who are only able to generate 3-4 models sale in a month. There are 9 big stores where MSI products are sold such as 1 Staple store and approximately 8 Chroma stores and the average monthly sale in these stores are 6-7 models and the major drawback is that in a particular city they are available at a larger distance and many customers are not able to reach and the sales service provided by these stores are not at a satisfactory level.

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Therefore the dealership is more preferred than the Big stores since the Big stores buys the products from the company directly and at the lesser rates but sells at the market price whereas the reach of the distributors and the retail shops are much more than the others channel of distribution.

ConclusionThrough the above data collected and the research done for the period makes the conclusion that the distribution channel system plays an effective role for the sales of notebooks. An effective distribution channel will enhance the sale.Therefore our hypothesis is accepted, that means that distribution channel system plays an important role in purchasing the product.

From the project that I had undergone during my Summer Internship program I can conclude that to succeed in the business we must not only depend on our existing method and channel, but also develop a way to differentiate we must try to develop a new value curve and if this is achieved the whole exercise to differentiate will give its fruit in term of higher sales. After working for several weeks I concluded that dealers are more vulnerable against the competitor. In this era of high rivalry it is quite difficult to sustain in the business without having good product with good and high configuration with a good executive and customer service facilities.

Whole responsibility lies in the hands of customers and to keep them on our side it is necessary to understand the customer’s required configuration with reasonable price. And also dealer’s should try to make a harmonious and a relationship of trust, when a retailer will be honest towards his customer and try to solve the requirement of customer with an honest feeling to help him he can make a better relationship. A better relationship is maintained only when he is helping out customer by providing him at least basic service to the customer such as installation of OS and various other small issues. For dealer he should give reasonable price what they calls him or want to know about product. The dealers should be provided with all the relevant information and also provide the proper knowledge of the product. This action creates goodwill of retailer in the heart of customer as well as with other dealers or distributors. From the techno giant MSI it can be concluded that other way to succeed in the business is to

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make the distribution channel highly efficient that each individuals unit can push the product in the market and ultimately results in a higher sale.

MSI is also trying to gain the in-depth insight of retailing for the promotion of its own stores. This step of MSI will reduce its dependency on individual retailers. A better margin will provide a boost to retailers for selling the product of MSI as much as they can. They are doing all things in the market for profit, at the last time where they get good margin they try to mold the customer toward that product. The major drawback in MSI’s marketing plan is lack of awareness amongst those selling it and the target market i.e the potential customers. They should employ advertising to make their offerings known in the market, which already hasseveral established brands to sell. Advertisements should be buyer centric because an effective advertisement is key to get success in today’s era when the buyers have become more educated than they were.

FINAL CONCLUSION

It can be concluded that the role of distribution channel in IT industry is very important, Since the industry is such that there are very small and vast changes which had to be kept by the company in mind.

The conclusion can be made that the distribution channel which is most effective for the company is through the regional distributors and making the different authorized partner. Since those distributors would be promoting the company’s product and the investment made in this distribution channel is very low as compare to the investment made in the own Exclusive showrooms . Since the company is new in the Indian market and to open its own showroom would increase the extra cost for the company. Once the company is known in the market then it can go for the opening of the retail outlet chain first in every state and then in important cities of every state so that the customer who are more keen to buy the laptops from the exclusive showrooms can be retained in the market.

The channel which is more providing the sale should be focused more since the company is able to recover it’s cost within a period of 30-45 days from the date of supply. It means that company is not making it’s cost engaged for the longer period of time.

In the data analyses we found that the customer are more oriented towards the services, brand name, availability , preferences, marketing and promotion work done by the

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company is able to generate more interest for the consumer to get engaged with the company.

Recommendations The sales network for MSI is not flat, besides the main distributors

, they have several regional distributors also including some local dealers. The cost of distribution channel is relatively high. However the company should reform in this field.

The company can go for the expansion of retail chain outlets basically in major cities in India, since the market and mind set-up for new company in India are different as compared to the other countries.

The company is still under promoting process in India, in order to shape a strong product imagine, MSI needs to invest hugely in commercials.

Company should try to make it presence in every form of different distribution channels, since if one of his channel does not work more efficiently the other could recover that part of sale.

As we know the business in which more number of intermediaries are indulged the profit margin is cut down, therefore the large number of intermediaries can be cut off to decrease the cost and to deliver the product on time.

The company can go with other brands endorsement where it can create it’s own market place.

The company should not be totally depended on these 4 channels of distribution rather than it should try to develop a newer form of channel of distribution.

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Company should try to penetrate in all the major cities of India then to other cities, since if the product is well known to the major cities then it can be widely accepted in every city.

The 4 p’s should be kept in mind for adopting any new business strategies. The company strategy should be based on the Porter’s five forces and which should be kept in mind such as

o The intensity of rivalry among competitors.o The threat of potential entry.o The bargaining power of suppliers.o The bargaining power of buyers.o The threat of substitutes

The stronger and more competitive the five forces are, the less likely that firms in an industry are able to earn above-average returns.

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Key Findings

After working for nearly 45days I came to the conclusion that marketing not only comprises of 4P’s (Price, Place, Product, Promotion) but there is still scope for more. Distribution of product is just like back bone to get success in to market. Since working there are huge opportunities to interact directly with dealer who have lot of knowledge of other best configuration of laptop at reasonable price. So, secondly a huge price pressure is there, one can easily watch how 4P’s is applicable market. Being there as MSI’s representative not only followed 4P’s but also tried to find something else that is more applicable to the retailer of consumer durables and ultimately I landed on 4A’s (Analysis, Attention,Acceptance, Action)

Analysis : - Time needs to be earmarked to determine the drivers, emotional and logical needs, and traditional and psycho graphic nuances of the intended audience.This step allows focus and care to different type of dealer, and a significant decrease in marketing cost.

Attention: - Once you've identified who are the core prospect for your products orservices is, creative efforts must be taken to get and maintain their attention.

Accept : - You must use the tools of copy, design, social networks psychology and repetition to get the intended audience to accept that your solution is the best one to take. This acceptance must take place despite the fact that your solution is just one of many options available in an increasingly saturated marketplace.

Action: - That a dealer’s personal relation plays important role in success of the product if pre relationship of a customer is good and again he is coming for a solution then a dealer can offer him new product also.

In MSI distribution the plus point is there minimum time delivery, but lack of advertisement is the main reason that product is not demanding by customer so, dealer are not ready to take its dealership, mostly the customer are totally unknown of MSI’s laptop. Many customer are not aware that MSI manufacture Laptop also. This is the condition of product awareness

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level by customer , which can be only made better by the dealers when they give full information to the customers.

Questionnaire construction

Questionnaire format

Dear Sir/Madam,

We are conducting this survey to study the consumer preferences over different distribution channel while

purchasing the laptop in India. The purpose of this activity is to find out the buying behavior of customers

while purchasing Notebooks.

( 1 ) Which Brand do you prefer the most?

( 1) Acer ( 2 ) Lenovo ( 3 ) Dell ( 4 ) MSI ( 5 ) Hp ( 6 ) Sony ( 7 ) Compaq

( 2 ) From where do you prefer to buy the laptop?

(1) Retail outlet (2) Exclusive showroom (3) LFR (4) Online purchasing

(5) Any other (Please specify) ____________________________________________________

( 3 ) While purchasing the laptops what you more emphasize on?

(1) Price ( 2) Quality ( 3 ) Promotional Scheme ( 4 ) Variety

( 4 ) At the time of purchasing laptops does the distance/ approach to the place of purchase matters to you ?

1) Strongly disagree

2) Disagree

3) Neither agree nor disagree

4) Agree

5) Strongly agree

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( 5 ) What things motivate you to purchase laptops from any particular place ?

1. Location ( 2 ) Service ( 3 ) Varieties ( 4 ) Any Other (Please specify)( 6 ) Is price an important factor which influence you to choose a different channel of distribution?

1) Strongly disagree

2) Disagree

3) Neither agree nor disagree

4) Agree

5) Strongly agree

( 7 ) From where you are most satisfied with the pre – sales services ?

1) Retail outlet 2) Exclusive showroom 3 ) LFR 4 ) Online purchasing

( 8 ) From where you are most satisfied with the post – sales services ?

1) Retail outlet 2) Exclusive showroom 3 ) LFR 4 ) Online purchasing

PERSONAL OPINION : On the current distribution channels adopted by MSI and why ? what suggestion would you like to give MSI regarding improvement in its channel of distribution

DEMOGRAPHIC DETAILS :

Name:________________________________________________________________________

Address:______________________________________________________________________

Mobile No. ____________________ Email id: _______________________________

AGE GENDER

1 15-20 years 1 Male

2 20-25 years 2 Female

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3 25-30 years

4 30 +

Bibliography

Marketing Research By Naresh K.Malhotra

Marketing Management By Phillip Kotler

Business Static By Ken Black

C. R. Kothari, Research methodology

Internet Material

www.msi.com www.stylusinc.com www.wikipedia.com www.google.com www.scribd.com www.consumerpsychologist.com www.apmf.org . www.marketingmo.com

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Gaurav TewarI

http://www.apmf.org/

http://www.consumerpsychologist.com/

http://www.scribd.com/

http://www.google.com/

http://www.wikipedia.com/

http://www.msi.com/


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Gaurav TewarI

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