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BRAND PENETRATION AND MARKET ANALYSIS OF HCL CAREER DEVELOPMENT CENTREAT HCL CAREER DEVELOPMENT CENTRE, NOIDA
(A Frontline Division of HCL Infosystems Ltd.)
Summer Training Project Report Submitted towards Partial Fulfillment of the Degree of Master of Business Administration By Devendra Kumar Rai MBA 3rd Sem, GCET Roll No. 0709770014 Industry Guide Mr. Gautam Ghosh Centre Manager HCL-Career Development Centre Faculty Guide Mr. Subhash Verma Sr. Lecturer, MBA GCET
GALGOTIA COLLEGE OF ENGINEERING & TECHNOLOGY ---------------------------- GREATER NOIDA ----------------------------U. P. TECHNICAL UNIVERSITY
ACKNOWLEDGEMENT Someone has rightly said, No one can live in isolation. It is true that every individual needs the help of others in every work he does. First of all I would like to express my gratitude to my faculty Mr. Subhash Verma who guided me with his knowledge and skill and helped me in
successful completion of the work.
I would like to thank to Mr. Gautam Ghosh for his noble inspiration, keen interest, constant supervision and ever willing help throughout the course of this study. I thank my Institute who has given me an opportunity to show my skills. I also thank all my nearer and dearer ones without whose support this project would not been possible. I gratefully acknowledge the invaluable support and guidance that was provided to me by various individuals that led to the successful completion of this project. Their vision of the problem gave me enough direction to bring out a meaningful result. I am grateful to their great support and help all throughout the project. I am thankful to them for taking out time and pointing out the multitudinous aspects of customer service and helping me increase my learning out of the project. I extend my sincere gratitude towards my parents, who have always encouraged me and gave suggestions. They always stand by me. Their support has always motivated me. I would heartily thank all the respondents of the survey without whose support & valuable inputs this project would not have been completed
DECLARATION I, Devendra Kumar Rai, a bonafide student of MBA, Programme at the Galgotia College of Engineering & Technology, Greater Noida, hereby declare that I have undergone the Summer Training at HCL Career Development Centre, Noida, under the supervision of Mr. Gautam Ghosh ,Centre Manager,HCL CDC ,Noida from 10th June to 1st Sep 2008. I also declare that the present project is based on the above summer training and is my original work. The content of this project report has not been submitted to any other university or institute either in part or full for the award of any degree, diploma or fellowship. Further, I assign the right to the University, subject to the permission from the organization concerned, use the information and contents of this project to develop cases, ceaseless, case leads, and papers for publication and/or for use in teaching.
Signature of the student Devendra Kumar Rai MBA GCET Place: Date:
Table of contentAcknowledgement. 5 Deceleration..6 Objective and Scope of Study11 Career Opportunities in IT .12 Company Profile..13 Introduction of HCL-Career Development Centre..20 Highlights of HCL..25 Awards and Accolades of HCL.35 Business Strategy39 Project Cycle40 Generic Strategy matrix41 Training Program Offered By HCL-CDC42 HCL Certified Network Engineer (One Year)43 Oracle...45 JAVA.46 Dot Net..47 HCL Certified Network Engineer (Three Year).49 Facilities of HCL CDC52 HCL CDC competitors53 NIIT54 IIHT56 Jetking..58 DUCAT.60 DOEACC.62 Promotional Activities of HCL CDC.68
Data Collection, Seminar, Television, Radio, Websites, News Papers, Browsers, Industrial Alliance. Corporate Communication Details.74 Technical Department..74 Marketing and Sales Department..75 HR Department75 Finance Department75 Steps in Marketing Process78 Research Design80 Data Collection Procedure..80 Data Collection Method.81 Targeted Areas81 Sample of Data83 Statistics and Graphs of Data Analysis.90 Data Analysis90 Case Processing Summary.103 Results and Conclusions.110 Powerful Brand Image..110 Experience team 110 Focus on Key Business Areas111 Global Strategy..111 SWOT Analysis..112 Recommendations .113 Bibliography...114 Questionnaire
Additional AchievementLIVE PROJECT Certificate of Live Project...4 Live Project Details..117 Objective117 Preposition.118 Target Audience118 Scholarship Offer..118 Student Benefit..119
OBJECTIVE AND SCOP OF STUDY
1. To find out the ways to counter competitors and increase the market share.
2. To find the brand equity of the company amongst existing universe.
3. To do the competitive analysis.
4. To find out the current market share.
5. To understand ground reality of a industry.
6. To understand marketing strategy in Competitive Market.
Company ProfileSHIVNADAR Founder HCL Chairman & Chief Strategy Officer - HCL Technologies
At a time when India had a total of 250 computers, Shiv Nadar led a young team which passionately believed and bet on the growth of the IT industry. That vision in 1976, born out of a Delhi "barsaati" (akin to a garage start up), has resulted 3 decades later in creating a US $ 5 Billion Global Enterprise. HCL is today a leader in the IT industry, employing 56,000 professionals, has a global presence in 19 countries spanning locations in the US, Europe, Japan, ASEAN & the Pacific Rim and a pan India presence across 360 points To say that HCL is a household name in India today is an understatement. In 31 years of existence, the company has developed and implemented solutions for multiple market segments, across a range of technologies, covering customers in India and overseas. HCL dominates the IT space as a leader. 55,000 gifted professionals, a colossal US $4.8 Billion turnover, an international presence in 18 countries, and most importantly a deep-rooted commitment to innovate, makes it a true Technology Giant. The HCL Group is today considered to be an outfit that has the knowledge and skills in almost every part of the world of information technology. Present in
every sphere of the IT world, HCLs human resources have helped it advance so far ahead in this fieldin India as well as abroadthat today it has grown in size and stature to become Indias top IT company, with market leadership in different areas of operations. The group is also considered as the first Indian transnational IT company. An immense knowledge base and technology leadership are the keys to HCLs ability to provide total IT solutions. HCL started operations primarily as a hardware company when IT in India was in a nascent stage. There were few Indian vendors then and HCL had the advantage of positioning itself as the local hardware vendor. This meant that the user was comfortable dealing with a local company, thus the comfort level of users increased manifold while dealing with HCL. HCL understood the market well, whereas MNC vendors were not so comfortable doing business in Indian conditions and did not understand the psyche of the Indian user. Thus, HCL was able to expand channels at a much faster rate and increased penetration. Due to inherent knowledge about India, HCL was able to penetrate deep into the government sector and tap most of the IT spending coming from various government departments. HCL was flexible enough in pricing, its sales model and terms and conditions, which added to the comfort of its clients. Sales teams at HCL have always been highly objective-driven and focused on numbers. Every month/quarter they measure the performance of our managers by the number of times they have met the customers face-to-face. Whether its software, hardware, training, networking, telecom, peripherals or system integration, HCL has an answer for all your IT needsthanks to its pool of competencies. The company also has skills in the areas of hardware, and services extend from product designing to prototyping, manufacturing and support. Specialisation in designing custom-made solutions for companies includes application development for client/server environments, legacy system
maintenance and re-engineering, migration, systems redevelopment, onsite and offshore software services, and facilities management. Computer-based education using advanced learning methodology has training on offer for novices as well as professionals, in IT and non-IT areas. A dedicated independent vendor channel for the entire Indian mass market helps bring technology usage closer to the individual. The group specialises in consumer-oriented, globally applicable solutions for end-users in manufacturing banking and financial services, and the telecom segment; besides being a total solution ,
provider for technology-based communication services through satellite communication, radio communication, local area networks as well as broad band communication. HCL has played a major role in creating IT awareness in the country and in creating a very competitive environment for growth of the IT industry. The biggest contribution of HCL in developing the Indian IT market is in terms of introducing newer technologies and creating a market for them through education and creation of awareness. All of HCLs expertise is centered around anticipating and fulfilling the needs of the individual in all spheres of his life. The group achieves this by providing a complete array of IT solutions that make life simpler and better. The company has been leveraging its core competencies to develop new technologies and solutions that pre-empt changing consumer needs. T