SYNOPSIS

ON
CUSTOMER PREFERENCE TOWARDS
LAPTOP OF DELL, HP & LENOVO
UNDER THE GUIDANCE OF: SUBMITTED TO:
Mr. Gagandeep Singh Himanh! Cha!han
Lecturer MBA (Final)
GNIM Roll No.11067
GURU NANA" INSTITUTE OF MANAGEMENT
MU##ANA $AMBA#A%
DECLARATIN
I here&' de()are *ha* *he pr+,e(* *i*)ed Consumer preference
towards the laptop of selected companyi *he +rigina) pie(e+- .+r/ d+ne
&' me 0 *he ame ha n+* &een pre1i+!)' !&mi**ed *+an' !ni1eri*' -+r
-!)-i))men* +- an' (+!re 0 *ha* *he pr+,e(* ha)) &e )ia&)e *+ &e re,e(*ed +r
(an(e))ed i- -+!nd +*her.ie.
P)a(e: !IMAN"!# C!A#!AN
Da*ed:
2
AC$N%LEDGEMENT
Preer1a*i+n3 inpira*i+n and m+*i1a*i+n ha1e a).a' p)a'ed a /e'
r+)e in *he !((e +- an' 1en*!re. In *he preen* .+r)d +- (+mpe*i*i+n and
!((e3 pr+,e(* .+r/ i )i/e a &ridge &e*.een *he+re*i(a) and pra(*i(a)
.+r/ing. 4i))ing)' I prepared *hi par*i(!)ar dier*a*i+n. Fir* +- a)) I
.+!)d )i/e *+ *han/ *he !preme p+.er3 *he a)migh*' g+d3 .h+ i +&1i+!)'
*he +ne .h+ ha a).a' g!ided me *+ .+r/ +n *he righ* pa*h +- m' )i-e.
(!IMAN"!# C!A#!AN)
5
&REFACE
There i -a* and rapid (hange in *he e(!ri*' '*em ind!*r'
epe(ia))' regarding *he mar/e*ing pra(*i(e +- *he 1ari+! (+mpanie. The
pre-eren(e +- *he (!*+mer are -a* (hanging.
Sin(e *he ind!*r' i -a* e6panding and i* 1a* (+pe in *he preen*3
*he preen* *!d' ha &een a**emp*ed *+ e6amine *he mar/e*ing pra(*i(e.
The *!d' i an a**emp* *+ *he high)igh* 1ari+! *e(hn+)+gie +-
e(!ri*' '*em and hen(e *he -ir* (hap*er (+1er *he in*r+d!(*i+n *+ *he
pr+,e(*. In e(+nd (hap*er *here i de(rip*i+n +- (+mpan' pr+-i)e. The *hird
(hap*er dea) .i*h *he reear(h me*h+d+)+g' and hen(e 1ari+! -a(*+r
a--e(*ing (!*+mer3 mar/e*ing pra(*i(e +- amp)e (+mpanie 0 *heir
re)a*i1e p+i*i+ning 7. *he -a(*+r in ana)'i par* are (+1ered. H+.e1er
-ina))'3 *he rep+r* (+1er *he -inding 0 re(+mmenda*i+n -+r !i*a&)e
mar/e*ing pra(*i(e in ind!*r'.
8
EXECUTIVE SUMMARY
COMPA93 India: premier in-+rma*i+n ena&)ing and in*egra*i+n (+mpan'
ha re(ei1ed *he ISO ;<<=:2<<< (er*i-i(a*i+n pe(i-ie re>!iremen* -+r a
>!a)i*' managemen* '*em .here an +rgani?a*i+n need *+ dem+n*ra*e i*
a&i)i*' *+ (+ni*en*)' pr+1ide pr+d!(* and er1i(e *ha* mee* (!*+mer and
app)i(a&)e reg!)a*+r' re>!iremen*. ISO ;<<=:2<<< a)+ aim *+ enhan(e
(!*+mer a*i-a(*i+n *hr+!gh *he e--e(*i1e app)i(a*i+n +- *he '*em3
in()!ding pr+(ee -+r (+n*in!a) impr+1emen* +- *he '*em and *he
TABLE F CNTENT"
Title &'. No.
E(EC#TI)E "#MMAR* +
CM&AN* &RIFILE 7
"C&E F T!E "T#D* ,
B-ECTI)E F T!E "T#D* 10
RE"EARC! MET!DLG* 11
DATA ANAL*"I" . GRA&!ICAL INTER&RETATIN 1/
MA-R &LA*ER" IN T!E MAR$ET 06
CM&ETITR" F CM&A1 07
MAR$ETING "TRATEGIE" /1
F#T#RE "C&E /+
MAR$ET "!ARE /7
MAR$ETING . "ELLING "TRATEGIE" /2
C!ANGING TREND" +1
DECI"IN MA$ING &RCE"" +7
"%T ANAL*"I" +,
"#GGE"TIN . RECMMENDATIN" 6+
CNCL#"IN 67
1#E"TINNAIRE 6,
BIBLIGRA&!* 70
@
a!ran(e +- (+n-+rmi*' *+ (!*+mer and app)i(a&)e reg!)a*+r'
re>!iremen*.
The men! +- COMPA9 g)+&a) er1i(e &r+ad)' (+1er IT (+n!)*ing and
pr+-ei+na) er1i(e in *he area +- 1er*i(a) app)i(a*i+n3 *e(hn+)+g'
in*egra*i+n3 ERP imp)emen*a*i+n and +-*.are de1e)+pmen*. Thi a)+
in()!de a (+mp)e*e p+r*-+)i+ +- '*em and ne*.+r/ er1i(e -+r
de1e)+pmen*. Thi a)+ in()!de a (+mp)e*e p+r*-+)i+ +- '*em and
ne*.+r/ er1i(e -+r Fa(i)i*ie Managemen*3 He)pde/3 S''*em S!pp+r*
and ne*.+r/ and In*erne* Imp)emen*a*i+n.
COMPA9 In': g)+&a) (!*+mer in()!de Sam!ng3 G+1ernmen* +-
Singap+re3 and AMA# in!ran(e A!r+ng P+r* in Singap+re and Ma)a'ian:
BSN (+mmer(ia) &an/3 SIA3 DBS &an/3 Ne. &an/ )i-e a!ran(e (har*ed
emi(+nd!(*+r.
COMPA9 In': (h+en p)a*-+rm +- *+*a) *e(hn+)+g' in*egra*i+n )end
i*e)- *+ +me 1er' igni-i(an* a))ian(e .i*h *he g)+&a) )eader. Am+ng i*
par*ner are HP -+r high end AISCEBUNIC er1i(e and .+r/*a*i+n and HP
Open 1ie. ne*.+r/ managemen* +)!*i+nD In*e) -+r PC and PC er1er
&!i)ding &)+(/D Mi(r++-*3n+1e)) and SCO AG +)!*i+nD Red ha* D#in!6D
Sam!ngD Pi1+*a -+r CRM +)!*i+n and ORAC#E S'&ae and In-+rmi6 -+r
RDBMS p)a*-+rm.
E
T+da' *he (+mpan' ha a)igned i* +pera*i+n in*+ -i1e en*i*ie *ha* +--er
eam)e )in/age -+r *he (!*+mer ee/ing en*r' in*+ *he .ired .+r)d
*hr+!gh *+*a) *he. FIn*egra*i+n +)!*i+n and er1i(e:.
COMPA9 -+(!e +n *he e1erGgr+.ing egmen* in Imaging3 Te)e(+m and
C+mm!ni(a*i+n pr+d!(* +)!*i+n and er1i(e. N+. i* ha an e6()!i1e
a)e and !pp+r* par*nerhip .i*h T+hi&a C+rp+ra*i+n3 Aapan3 -+r a)e and
er1i(ing +- i* imaging and ph+*+(+pier pr+d!(*. COMPA9 pr+d!(*
p+r*-+)i+ (+1er a range +- +*her +--i(e a!*+ma*i+n and (+mm!ni(a*i+n
pr+d!(* *hr+!gh a))ian(e .i*h .+r)d )eader.
The Managed Ne*.+r/ Ser1i(e +--ering -+r (+rp+ra*e in()!de 7PN3 ASP
+--ering3 C+ #+(a*i+nB h+*ing3 CDN3 e(!ri*'3 (+rp+ra*e in*erne*
*e)eph+n' +)!*i+n3 *e(hni(a) and (+n!mer he)p de/3 28BH Ne*.+r/
Opera*i+n Cen*re m+ni*+ring and a h+* +- 1a)!e added ne*.+r/ing
er1i(e. C+n!mer er1i(e in()!de dia)!p PSTNBISDN In*erne* a((e3
7a)!-+n (a))ing (ard and 7+IP *e)eph+n' de1i(e.
INTRODUCTION
De/*+p (+mp!*er !!a))' (+me .i*h a 1er*i(a) (hai3 re-erred *+ a a *+.er3 .hi(h
*'pi(a))' i* +n *he -)++r !nder a de/. A m+ni*+r3 /e'&+ard3 m+!e and
pea/er are a)) a**a(hed *+ *he *+.er epara*e)'.
#ap*+p (+mp!*er3 +n *he +*her hand3 are ma))3 &a**er'Gp+.ered3 )igh*.eigh* $=G
5 /g% and idea) -+r *h+e .h+ re>!ire p+r*a&i)i*'3 !(h a &!ine pe+p)e .h+ *ra1e) +r
!ni1eri*' *!den* .h+ (+!)d *hen eai)' m+1e -r+m a d+rm r++m *+ a )i&rar' *+ a
)e(*!re ha)) *+ a (a-e. 4i*h a D7D p)a'er3 )ap*+p (an a)+ &e !ed a p+r*a&)e
en*er*ainmen* '*em.
H
Un)i/e a de/*+p e*!p3 a)) a((e+rie are in*egra*ed in*+ *he )ap*+p $m+!e3
/e'&+ard3 pea/er3 e*(% &!* e6*erna) +ne ma' &e a**a(hed3 a .e)). The pri(e -+r *hee
a((e+rie are a&+!* *he ame -+r &+*h )ap*+p and de/*+p PC.
I* h+!)d &e men*i+ned *ha* man' +- *+da'I )ap*+p (+me e>!ipped .i*h
in*egra*ed .ire)e ne*.+r/ing -ea*!re $)i/e In*e) Cen*rin+ m+&i)e *e(hn+)+g'% + *ha*
!er (an *ap in*+ a highGpeed in*erne* (+nne(*i+n. The PC !er m!* &e in *he range +-
a (+mpa*i&)e .ire)e ne*.+r/3 /n+.n a a h+*p+*3 .hi(h i a1ai)a&)e in +me h+*e)3
airp+r* )+!nge3 (h++) (amp!e3 and (a-e. De/*+p (+mp!*er !!a))' (+me .i*h a
.ired ne*.+r/ (ard3 &!* .ire)e (ard (an &e p!r(haed.
T!E GLBAL LA&T& IND#"TR*
A )ap*+p (+mp!*er i a ma))3 p+r*a&)e (+mp!*er *ha* i ma)) en+!gh *+ i* +n a
per+n: )ap. 4hi)e *he per+na) (+mp!*er $PC% ind!*r' &egan in *he ear)' =;H<:3 i*
.a n+* !n*i) =;J= *ha* *he -ir* (+mmer(ia) p+r*a&)e (+mp!*er G O&+rne = G &e(ame
a1ai)a&)e. The ne6* &ig e1en* in *he hi*+r' +- )ap*+p (ame in *he !mmer +- =;;@3 a-*er
.hi(h Mi(r++-* and In*e) &e(ame *he *andard -+r *he +-*.are $4ind+.% and
hard.are $In*e) pr+(e+r% !ed in )ap*+p. O1er *he pa* -i-*een 'ear3 *he in(reaing
pri(eGper-+rman(e ra*i+3 (+n!mer pre-eren(e -+r m+&i)i*' a .e)) a in(reaed
hard.are )i-e ha re!)*ed in higher gr+.*h +- )ap*+p *han de/*+p in(e 2<<8.
Da*am+ni*+r -+re(a* *ha* *he g)+&a) PC ind!*r' i pr+,e(*ed *+ gr+. a* a (+mp+!nd
ann!a) gr+.*h ra*e $CAGR% +- @.8K in mar/e* 1a)!e d!ring 2<<HG2<=23 .i*h )ap*+p $a
!&Gegmen*% &eing *he ma,+r (+n*ri&!*+r *+ i* gr+.*h. Thi gr+.*h i d+.n -r+m *he
H.EK CAGR -+r 2<<5G2<<H3 in par* d!e *+ *he )+.ing e(+n+m'. In addi*i+n *+ *he
e(+n+m'3 *he )ap*+p egmen* i e6pe(*ed *+ -a(e in(reaed (+mpe*i*i+n -r+m &+*h ne.
de1i(e and *e(hn+)+gie. Smar* ph+ne $iPh+ne3 B)a(/&err'3 Pa)m Pre% and M+&i)e
In*erne* De1i(e $N+/ia NJ<< Ta&)e*% are *ar*ing *+ (+mpe*e .i*h )ap*+p d!e *+
-ea*!re !(h a gaming3 in*erne* a((e and en*erprie app)i(a*i+n. Change in demand
and ne. *e(hn+)+gie .i)) (+n*in!e *+ a)*er *he +!*)++/ -+r *he )ap*+p ind!*r' in *he
(+ming 'ear.
J
Ne. demand -+r )+. (+* !)*rap+r*a&)e )ap*+p L (a))ed ne*&++/ L ha (rea*ed
ne. (+mpe*i*+r )i/e ASUSTe/ a .e)) a -+r(ed (+mpanie *+ (hange *heir &!ine
m+de) *+ !((eed. Ne. *e(hn+)+gie !(h a ()+!d (+mp!*ing and h+*ed 1ir*!a)
de/*+p $H7D% ma' (hange *he re>!iremen* +- *he )ap*+p ind!*r'3 -r+m p+.er-!)
*andGa)+ne )ap*+p *+ )eGp+.er-!) .ire)e)' ne*.+r/ed )ap*+p. Thi .i)) )i/e)' a--e(*
*he pr+-i*a&i)i*' +- e6i*ing man!-a(*!rer. The -+(! in *hi ana)'i i *here-+re +n *he
ma(r+G and mi(r+G -a(*+r a--e(*ing *he g)+&a) )ap*+p PC man!-a(*!rer. Sin(e *he )ap*+p
ind!*r' repreen* a egmen* +- *he &r+ader per+na) (+mp!*er $PC% mar/e*3 da*a
regarding *he PC ind!*r' i a)+ re)e1an* in *he ana)'i +- *he )ap*+p ind!*r'.
#ap*+p a)e in India ha1e rien dra*i(a))'3 .hi(h a((+!n* -+r +1er 2@K +- *he
*+*a) per+na) (+mp!*er mar/e*. #ap*+p a)e +n)' a((+!n*ed -+r a 5K +- *he *+*a)
per+na) (+mp!*er *i)) 2<<5. The a)e +- *he )ap*+p ha rea(hed a mar/ +- <.EJ mi))i+n
!ni* in -i(a) 'ear 2<<EG2<<H .hi(h a((+!n* -+r a gr+.*h +- @;K +1er *he ame peri+d
in -i(a) 'ear 2<<@G2<<E. Sa)e +- de/*+p (+mp!*er and )ap*+p ha *+!(hed *he mar/ +-
J.@ mi))i+n !ni* in *he -i(a) 'ear 2<<HG2<<J. There are 1ari+! main p)a'er in *he
Indian n+*e&++/ mar/e*.
&LITICAL FACTR"
The )ap*+p and PC ind!*r' i e6pe(*ed *+ gr+. a* a -a*er ra*e in de1e)+ping
(+!n*rie (+mpared *+ *he de1e)+ped (+!n*rie. There-+re3 (hange in g+1ernmen*
p+)i(ie in de1e)+ping (+!n*rie )i/e India and China (an a--e(* *he p+*en*ia) gr+.*h
ra*e in *heir mar/e*. F+r in*an(e3 *he rem+1a) +- imp+r* d!*ie +n )ap*+p in India in
2<<@ .a +ne +- *he -a(*+r *ha* re!)*ed in a gr+.*h +- ;8K in )ap*+p a)e in 2<<@.
In(reaing -+(! +n *he en1ir+nmen*a) impa(* +- highG*e(h *rah ha )ead *+ m+re
*ringen* en1ir+nmen*a) reg!)a*i+n +n *he e)e(*r+ni( ind!*r' !(h a *he R+HS
$Re*ri(*i+n +- Ha?ard+! S!&*an(e% and 4EEE $4a*e E)e(*ri(a) and E)e(*r+ni(
E>!ipmen*% Dire(*i1e. The addi*i+na) *e*ing and (er*i-i(a*i+n in1+)1ed dire(*)' a--e(*
*he !pp)' (hain -+r )ap*+p and PC man!-a(*!rer3 re!)*ing in in(reaed (+*. F+r
in*an(e3 in Canada3 *he en-+r(emen* +- *he 4EEE Dire(*i1e .i)) in(reae *he (+* +-
;
(+mp!*er &' M=@. The in(reae ei*her a--e(* *he (+n!mer +r red!(e pr+-i*a&i)i*' -+r
man!-a(*!rer.
ECNMIC FACTR"
The g)+&a) e(+n+m' in-)!en(e 1ari+! di--eren* -a(*+r *ha* a--e(* *he gr+.*h +-
*he PC ind!*r'. Sin(e ear)' 2<<J3 *he )+.ing g)+&a) e(+n+m' i +ne +- *he rea+n -+r
*he de(reae in &!ine (api*a) pending -+r ma)) and )arge (+rp+ra*i+n3 re!)*ing in
red!(ed demand -+r PC. Gar*ner3 In(. -+re(a* a de()ine +- 5.JK in g)+&a) IT pending3
+- .hi(h (+mp!*ing hard.are pending i e6pe(*ed *+ de(reae &' =8.;K in 2<<;.
Th+!gh *hi de()ine in IT pending i )i/e)' *+ re(+1er )+.)' d!ring 2<=<3 *he g)+&a)
PC mar/e* i e6pe(*ed *+ -a(e de()ining gr+.*h ra*e in *erm +- mar/e* 1a)!e3 -r+m an
e6pe(*ed @.8K gr+.*h in 2<<; *+ 8.=K in 2<=2. M+* )ap*+p $and PC% man!-a(*!rer
!(h a De))3 HP3 A(er3 #en+1+3 and App)e genera*e a)e *hr+!gh+!* *he .+r)d and
*here-+re (!rren(' e6(hange ra*e are an imp+r*an* -a(*+r a .e)). The *reng*h $+r
.ea/ne% +- *he US d+))ar 1er! +*her (!rren(ie (an dire(*)' a--e(* a (+mpan':
&+**+m )ine. The e(+n+mie in de1e)+ping (+!n*rie !(h a China3 India3 Bra?i)3 and
#a*in Ameri(a are gr+.ing a* a m!(h -a*er ra*e *han de1e)+ped (+!n*rie and *here-+re
pr+1ide &e**er gr+.*h +pp+r*!ni*ie -+r (+mp!*er man!-a(*!rer3 in(e de1e)+ped
(+!n*rie )i/e *he US and Aapan ha1e &e(+me a*!ra*ed. Thi *rend i re-)e(*ed in *he
)+.er ing)e digi* gr+.*h in *he )a* -e. 'ear a +pp+ed *+ *he (+ni*en* d+!&)e digi*
gr+.*h in *he de1e)+ping mar/e*.
"CIAL
S+(ia) -a(*+r !(h a ed!(a*i+n3 pre-eren(e3 in(+me )e1e)3 and +*her (!)*!ra)
-a(*+r in-)!en(e demand pa**ern in *he di--eren* regi+n and *here-+re a--e(* h+. a
(+mpan' +pera*e in ea(h regi+n. The ed!(a*i+n and in(+me )e1e) +- !er a--e(* *he
=<
&rand per(ep*i+n +- *he (+mp!*er man!-a(*!rer. H+!eh+)d .i*h higher in(+me ha1e
higher per(en*age +- App)e (+mp!*er. S!(h h+!eh+)d are a)+ m+re )i/e)' a&)e *+
a--+rd $and .an*% App)e (+mp!*er. Thi ha a))+.ed App)e *+ (+n*in!e i* *ra*eg' +-
premi!m pri(ing and per-+rman(e (+mpared *+ 4ind+. PC3 .hi)e a* *he ame *ime
in(reaing i* mar/e* hare +- *he *+*a) )ap*+p and PC mar/e*. A* *he +*her end +- *he
ed!(a*i+n pe(*r!m3 ne. de1i(e !(h a *he r!gged and !)*rap+r*a&)e O#PC $One
#ap*+p Per Chi)d% ha1e &een de1e)+ped -+r !nderpri1i)eged !er in de1e)+ping
(+!n*rie )i/e A-ri(a. Th!3 ed!(a*i+n )e1e) a--e(* &+*h pr+d!(* demand a .e)) a
pre-eren(e. C!)*!ra) ape(* +- di--eren* regi+n a--e(* *he +((!rren(e +- ea+na) a)e3
.hi(h igni-i(an*)' a--e(* *he per-+rman(e +- *he (+mp!*er ind!*r' a a .h+)e. F+r
in*an(e3 in *he U.S.3 *he peri+d -r+m N+1em&erGDe(em&er $Than/gi1ing B Chri*ma%
and A!g!* $&a(/G*+G(h++)% are igni-i(an* earning peri+d.
TEC!NLGICAL
Te(hn+)+gi(a) ad1an(e +1er *he pa* de(ade3 !(h a in(reaed pr+(eing
p+.er .i*h red!(ed p+.er (+n!mp*i+n and red!(ed (+*3 +r *he *andardi?a*i+n +-
4ind+. and In*e) in )ap*+p3 are +ne +- *he main rea+n -+r *he in(reae in mar/e*
hare +- *he )ap*+p egmen* (+mpared *+ *he +1era)) PC ind!*r'. F+r in*an(e3 *he
n+*e&++/ (a*eg+r': a1erage e))ing pri(e $ASP% +- M5<< .a made p+i&)e &' *he )+.
(+* In*e) A*+m mi(r+pr+(e+r3 re)eaed in 2<<J. Ne. *e(hn+)+gie3 !(h a h+*ed
1ir*!a) de/*+p $H7D%3 *hrea*en *+ (+mp)e*e)' (hange *he ind!*r' d'nami(3 d!e *+ *he
p+i&i)i*' +- (heaper (+mp!*er a)+ng .i*h )+.er +-*.are (+*. H7D in1+)1e
(en*ra)i?ed (+mp!*ing in .hi(h *he pr+(eing i d+ne +n er1er in*ead +- indi1id!a)
()ien*. Gar*ner3 In(. e*ima*e *ha* *he H7D mar/e* .i)) gr+. in re1en!e -r+m M=.5
&i))i+n in 2<<J *+ ME@.H &i))i+n in 2<=5.
CM&ETITR" AND IND#"TR* $E* FACTR"
The g)+&a) PC mar/e*3 in()!ding *he )ap*+p $p+r*a&)e% egmen*3 i d+mina*ed
main)' &' *he -i1e *+p (+mpe*i*+r: He.)e**GPa(/ard $HP%3 De))3 A(er3 #en+1+ and
T+hi&a in de(ending +rder3 and *+ge*her *he' (+n*i*!*e appr+6ima*e)' E<K +- *he *+*a)
==
mar/e* hare $&aed +n !ni* hipped%. In *he *+p =<3 App)e ha &een gaining mar/e*
hare (+mpared *+ 4ind+. PC and )ap*+p3 main)' d!e *+ i* p+i*i1e &rand
rep!*a*i+n. In *erm +- g)+&a) PC 1+)!me3 HP i *he )eader $=J.;K3 2<<J% -+))+.ed &'
De)) $=@.@K3 2<<J%. D!e *+ *he ne*&++/ egmen*3 Tai.anee (+mpanie !(h a
ASUSTe/ and MSI ha1e in(reaed *heir mar/e* hare *remend+!)' +1er *he pa* *.+
'ear. In +rder *+ remain (+mpe*i*i1e3 a)) +- *he *+p man!-a(*!rer hare (er*ain
(hara(*eri*i(3 +r /e' !((e -a(*+r $"SF%. E--i(ien* pr+d!(*i+n and di*ri&!*i+n
(apa&i)i*' i +ne +- *hee /e' !((e -a(*+r. D!e *+ *he red!(*i+n in ASP +- )ap*+p
$and PC%3 *he ind!*r' i &e(+ming m+re (+mm+di*i?ed. There-+re *he primar' mean
*+ red!(e pr+d!(*i+n (+* )ie in pr+(e impr+1emen* -r+m pr+(!remen* *+ pr+d!(*i+n
and !pp)' (hain. Thi i p+i&)e &' e6p)+i*ing *he &ene-i* -r+m ma pr+d!(*i+n: m+re
&argaining .i*h !pp)ier3 &e**er g)+&a) di*ri&!*i+n ne*.+r/3 (heaper pr+d!(*i+n
-a(i)i*ie in -+reign (+!n*rie3 e*(.
Inn+1a*i+n and *he a&i)i*' *+ iden*i-' (+n!mer: need are /e' !((e -a(*+r a
.e)). M+re+1er3 *he e--e(* +- *hee !((e -a(*+r ha )ed *+ a (+n+)ida*i+n in *he
(+mp!*er ind!*r'3 .i*h *he )arge* -irm &e(+ming &igger. F+r in*an(e3 *he *+p -i1e
-irm .hi(h repreen*ed @<K +- *he mar/e* hare in 2<<H n+. a((+!n* -+r E<K in 2<<J.
Baed +n *he /e' !((e -a(*+r ana)'i3 *he .eigh*ed (+mpe*i*i1e *reng*h
aemen* h+. *ha* *he -!*!re mar/e* .i)) &e d+mina*ed &' HP3 De)) and A(er. A)) +-
*he *+p -irm in *he *a&)e are pre**' imi)ar in *reng*h3 e6(ep* -+r App)e. The )a(/ +- a
ne*&++/ (a*eg+r'3 premi!m pri(ing3 ma)) g)+&a) hare3 and di--eren* +pera*ing '*em
re!)* in App)e ha1ing *he )+.e* (+re. The *+p 4ind+. )ap*+p ha1e imi)ar (+re3
d!e *+ *he (+mm+di*i?a*i+n +- *he ind!*r'. In *he -!*!re3 ne*&++/ are -+re(a*ed *+
gr+. *+ a mar/e* hare +- 5<K +- *he g)+&a) )ap*+p ind!*r' &' 2<=2. Ne*&++/ ha1e
a--e(*ed *he ind!*r' in *.+ .a': a pri(e red!(*i+n a(r+ a)) )ap*+p (a*eg+rie and a
(hange in (+n!mer pre-eren(e. C+ne>!en*)'3 ASP -+r )ap*+p de(reaed &' E.JK in
2<<H3 JK in 2<<J3 and i -+re(a*ed *+ de(reae &' =2K in 2<<;. In addi*i+n3 Gar*ner3
In(. e*ima*e g)+&a) PC !ni* gr+.*h +- =<K &!* +n)' 8K gr+.*h in d+))ar 1a)!e -+r
2<<;. Th!3 *he (+n*in!ing )+ngG*erm *rend +- de(reaing pr+-i* in pi*e +- in(reaed
a)e 1+)!me ha -+r(ed (+mpanie *+ ad,!* *heir &!ine m+de) *+ main*ain
pr+-i*a&i)i*'. F+r in*an(e3 A(er ha ann+!n(ed a ne. )ine +- ne*&++/ and *hin
=2
n+*e&++/ *+ main*ain and in(reae pr+-i* in pi*e +- de(reaed PC demand. Th!3 PC
man!-a(*!rer .i)) (+n*in!e *+ ha1e in(reaed gr+.*h in *he )ap*+p egmen*3 in par* d!e
*+ *he in*erna*i+na) mar/e* and ne*&++/3 &!* .i)) &e -a(ed .i*h de(reaing pr+-i*
margin. I* i n+* ()ear .he*her *he -!*!re demand -+r ne*&++/ i !*aina&)e and
*here-+re3 in *he )+ng *erm man!-a(*!rer .i)) ha1e *+ adap* &' in(reaing *he -+(! +n
*he er1i(e egmen*.

OBJECTIVES OF THE ST!" OBJECTIVES OF THE ST!"
=5
The preen* *!d' ha a)+ &een *a/en !p *+ -!)-i)) +me +&,e(*i1e. Th! *he
+&,e(*i1e +- *he preen* *!d' ha1e &een iden*i-ied a -+))+.:G
=. T+ *!d' *he need ana)'i +- (+n!mer pre-eren(e regarding )ap*+p.
2. T+ *!d' *he Mar/e*ing Mi6 regarding )ap*+p.
5. T+ ana)'?e *he (+n!mer: de(ii+nGma/ing pr+(e .i*h d!e a**en*i+n *+ -a(*+r
rep+ni&)e -+r i*
8. T+ /n+. *he &rand )+'a)*' am+ng *he (+n!mer regarding )ap*+p.
@. T+ -ind +!* *he m+*i1a*ing -a(*+r -+r (+n!mer in &!'ing -+r a )ap*+p.
=8
A )arge p+r*i+n +- +(ie*' depend !p+n *ranp+r*a*i+n and *ra1e). There-+re *he
re)a*i+nhip &e*.een *he (!*+mer and *he mar/e* p)a'er m!* &e e*a&)ihed and
e6p)+red *+ ma/e *he mar/e*ing e--+r* -r!i*-!) and pr+-i*a&)e. Th!3 i* i re-)e(*ed in *he
a&+1e .+rding *ha* *he preen* *!d' .i)) &e !e-!) in mee*ing and e6p)+ring *he
pr+p+ed +&,e(*i1e. There-+re *+ ma/e *he preen* *!d' meaning-!) *he da*a ha)) &e
(+))e(*ed -r+m 1ari+! +!r(e !(h a ,+!rna)3 ne.paper3 In*erne* e*(. *ha* .i)) er1e
a *he &ae -+r *he e(+ndar' da*a and -+r in*era(*ing .i*h *he repe(*i1e !er +- *he
#ap*+pBN+*e&++/ +- di--eren* (+mpanie.
RESEARCH DESIGN
In *he preen* *!d' *he e6p)+ra*+r'G(!mGde(rip*i1e reear(h deign .i)) &e
-+))+.ed .hi(h .i)) he)p in e6p)+ring *he an.er *+ *he pe(i-ied +&,e(*i1e +- *he
preen* *!d'.
RESEARCH INSTRUMENTS
The pr+p+ed *!d' .i)) &e &aed +n &+*h primar' and e(+ndar' da*a. The main
+!r(e +- *he e(+ndar' da*a *+ &e !ed in *he *!d' ha)) &e (+))e(*ed *hr+!gh
ne.paper3 maga?ine3 ,+!rna)3 p!&)ihed rep+r* +- *he ind!*r' $#ap*+p% p)a'er and
*he in*erne*.
F+r *he primar' da*a *he (!*+mer ha)) &e (+n*a(*ed .i*h *he >!e*i+nnaire
deigned *+ ga*her *he da*a re)e1an* .i*h +&,e(*i1e +- *he *!d'.
SAMPLING PLAN
F+r *he p!rp+e +- ga*hering *he primar' da*a *he (!*+mer n!m&ering n+* m+re
*han =<< ha)) &e (+n*a(*ed .i*h *he he)p +- a >!e*i+nnaire. The amp)ing ha)) &e
rand+m and di(re*e.
=@
AREA FOR SAMPLING
The area3 .hi(h .i)) &e (+nidered -+r *he p!rp+e +- preen* *!d'3 .i)) &e
Am&a)a 0 M!))ana. E>!a) n!m&er +- (+n!mer ha)) &e (+n*a(*ed -+r *he p!rp+e +-
!ni-+rmi*' in re!)* .i*h+!* a p)a(e -+r &iane in area +r )+(a*i+n.
ANALYSIS AND INTERPRETATION OF DATA
The da*a (+))e(*ed *hr+!gh >!e*i+nnaire .i)) &e ana)'?ed and in*erpre*ed .i*h
*he he)p +- re)e1an* *a*i*i(a) *++) !(h a per(en*age3 *a&!)a*i+n3 (har*3 (r+G
*a&!)a*i+n3 (+rre)a*i+n e*(.
!#T# #$#%"SIS
& '(#)HIC#% !#T# I$TE()(ET#TIOI$
"AM&LE "I3E 4 ++
=E
=. 4ha* *'pe +- (+mp!*er d+ '+! !eN
a.%Branded
&.%Aem&)ed
Branded 5H
Aem&)ed =J
hospitals using !an"#"
$o%put#!s
hospitals using
ass#%l#" $o%put#!s
I* .a +&er1ed *ha* a)m+* EHK +- *he pe+p)e !e &randed (+mp!*er +r
+*her gadge* -+r *heir &!ine p!rp+e. Hen(e (an &e (+n()!ded *ha* m+re
pe+p)e .an* &randed pr+d!(* a *he' are n+* read' *+ (+mpr+mie .i*h *he
>!a)i*' and er1i(e &eing pr+1ided.
2. 4ha* &rand +- (+mp!*er d+ '+! !eN
a.% HP
&.% COMPA9
(.% HC#
d.%O*her
=H
Uing &randed (+mp!*er
Uing aem&)ed (+mp!*er
Brand !ed T+*a) N+.
HP H
COMPA9 =8
HC# =5
O*her 2=


HP
HCL
a$#!
oth#!s
Thi +&er1a*i+n h+.ed *ha* COMPA9 i am+ng *he *+p !ed &rand.
Ma,+r par* !nder *he pieG(har* g+e *+ COMPA9. S+ COMPA9 h+!)d
=J
(+n*in!e ma/ing e--+r* *+ a**ra(* ne. mar/e* and !*ain *he e6i*ing
mar/e*.
5. 4ha* i *he n!m&er +- in*a))ed de/*+pN
a.% O=@
&.% =@G@<
(.% @<GH@
d.% H@G2<<
e.% 2<<G@<<
In*a))ed de/*+p T+*a) N+.
O =@ =;
=@G@< 2=
@<GH@ ==
H@G2<< 5
2<<G@<< =

M+* +- *he !r1e'ed and -+!nd *he !e +- (+mp!*er .i*hin *he =@G@@
range. S+ i* (an &e in-erred *ha* *he main *arge* mar/e* i .hi(h )ie in *he
midd)e range. Th! .e *arge*ed main)' +n SME $ma)) and medi!m
en*erprie%.
=;
&'(
'()(*
(*)+(
+(),**
,**)(**
8. 4ha* i *he n!m&er +- !ed er1erN
a. =
&. 2
(. 5G@
d. @
Ser1er !ed T+*a) N+.
= =<
2 ==
5G@ 2=
P@ =5

'
,
- to (
.(
Fr+m *hi +&er1a*i+n3 i* .a (+n()!ded *ha* n!m&er +- er1er .ere
dire(*)' pr+p+r*i+na) *+ *he n!m&er +- de/*+p !ed.
@. 4ha* i *he n!m&er +- in*a))ed )ap*+pN
a.% =G@
2<
&.% @G=@
(.% =@G5<
d.% P5<
N!m&er +- )ap*+p T+*a) N+.
=G@ 2<
@G=@ 22
=@G5< J
P5< @

I* .a +&er1ed *ha* ma6im!m (+mp!*er and )ap*+p !er ranging &e*.een
@G2@. Thi area (an &e -+(!ed.
E. 4ha* i *he &rand !ed -+r )ap*+pN
a.% COMPA9
&.% T+hi&a
' to (
( to '(
'( to -*
.-*
2=
(.% #en+1+
d.% O*her

O&er1a*i+n h+.ed *ha* T+hi&a .a *he ma,+r &rand !ed in )ap*+p.
7ari+! +*her &rand )i/e HP and Sam!ng e*(. are a)+ !ed. COMPA9
ha a)+ a g++d mar/e* hare.
#ap*+p &rand T+*a) N+.
COMPA9 ==
T+hi&a =;
#en+1+ =5
O*her =2
HCL
Toshia
l#no/o
oth#!s
22
;. 4ha* *'pe +- (+mpan' i ha1ing *he AMCN
a.%Regi+na) +--i(e +- *he (+mpan'
&.% An' +*her )+(a) p)a'er
T'pe +- AMC (+mpan' T+*a) N+.
A!*h+ri?ed regi+na) +--i(e 28
#+(a) p)a'er E
!#gional o00i$# o0 th#
$o%pan1
an1 lo$al pla1#!
Tha* *he a&+1e graph h+. *ha* *he !e +- AMC in regi+na) +--i(e and
)+(a) p)a'er pre-er a!*h+ri?ed regi+na) +--i(e *+ e)e(* -+r *he er1i(e
ra*her *han g+ing -+r a )+(a) p)a'er.
=<.Are '+! -a(ing an' pr+&)em .i*h (!rren* !ed pr+d!(* )ineN
25
a.%Ye
&.%N+
(.%N+* 'e*
T+*a) N+.
f fa(ing pr+&)em =@
n n+* -a(ing pr+&)em =J
n n+* -a(ed pr+&)em 'e* 22
Tha* *he a&+1e graph h+. *ha* *he a&+1e +&er1a*i+n h+.ed *ha* ma,+r
n!m&er +- !er are ei*her n+* -a(ing an' pr+&)em +r *he' ha1e n+* &eing
en(+!n*ered .i*h an'.
hospitals 0a$ing p!ol#%
hospitals not 0a$ing
p!ol#%
not 1#t #n$ount#!#"
28
Fa(ing pr+&)em
N+* -a(ing pr+&)em
N+* 'e* en(+!n*ered
==. Are '+! p)anning *+ ma/e an' ne. p!r(haeN
a.% Ye
&.% N+
(.% N+* 'e* p)anned
P)anning a&+!* ne. p!r(hae T+*a) N+.
P)anning *+ p!r(hae ;
N+ p)anning =H
N+* 'e* p)anned 2;
Tha* *he a&+1e graph h+. *ha* *he m+* +- *he !er ha1e n+* p)anned
a&+!* ma/ing a p!r(hae and a 1er' -e. are p)anning *+ ma/e a &!'.
planning to pu!$has#
no planning
not 1#t plann#"
2@
O2
goo"
satis0a$to!1
outstan"ing
not t!i#" 1#t
=2. H+. d+ '+! -ind *he COMPA9 pr+d!(*N
a.% O"
&.% G++d
(.% Sa*i-a(*+r'
d.% O!**anding
e.% N+* *ried 'e*
Rea(*i+n a&+!* COMPA9 pr+d!(* T+*a) N+.
O" 5
G++d =2
Sa*i-a(*+r' =;
O!**anding H
Not trie5 6et 10
A((+rding *+ a&+1e graph h+. *ha* *he ma6im!m +- COMPA9 !er are
a*i-ied .i*h *he pr+d!(* and er1i(e pr+1ided. 7er' -e. ha1e n+* *ried
2E
'e* COMPA9 +n a &!ine (a)e3 &!* m+* +- *hem ha1e an e6perien(e
a&+!* COMPA9.
=5.D+ '+! .an* *+ /n+. m+re a&+!* COMPA9 pr+d!(*N
a.%Ye
&.%N+

4an*ed /n+.)edge a&+!* COMPA9 T+*a) N+.
Ye 82
N+ =5
Tha* *he a&+1e graph h+. *ha* *he +&er1a*i+n and *he m+* +- *he pe+p)e
are in*ere*ed in /n+.ing m+re a&+!* *he &rand and ha1e *he !rge *+ &!'.
3ant in0o aout HCL
no in0o 3ant#"
2H
=8. D+ '+! re>!ire dem+ -+r an' pr+d!(*N
a.%Ye
&.%N+
T+*a) N+.
I In*ere*ed in dem+ 28
Not Not in*ere*ed in dem+ 5=
hospitals int#!#st#" in
"#%o
hospitals not int#!#st#"
in "#%o
Thi +&er1a*i+n h+.ed *ha* a)m+* 8@K +- *he amp)e .a in*ere*ed in
dem+.
=@.D+ '+! .an* *+ &!' an' pr+d!(*N $C+mmer(ia) pr+p+a)%
2J
in*ere*ed in dem+
in*ere*ed in dem+
a.%Ye
&.%N+
(.%N+* 'e* de(ided
C+mmer(ia) pr+p+a) T+*a) N+.
Ye J
N+ =;
N+* 'e* de(ided 2J
hospitals int#!#st#" in
$o%%#!$ial p!oposal
hospitals not int#!#st#"
in $o%%#!$ial p!oposal
not 1#t plann#"
Tha* *he a&+1e graph h+. *ha* *he a&+1e +&er1a*i+n h+.ed *ha* a)m+*
a h!ge (h!n/ +- h+pi*a) !r1e'ed ei*her d+en:* .an* +r *he' ha1e n+*
p)anned -+r an' (+mmer(ia) pr+p+a).
2;
In*ere*ed in (+mmer(ia)
pr+p+a)
N+* in*ere*ed in
(+mmer(ia) pr+p+a)
N+* 'e* p)anned
COMPA9
DE##
IBM
#ENO7O
APP#E
HP
ACER
INTEC
QENITH
SONY
HC#
SAHARA
5<
E*a&)ihed in =;;H Sahara C+mp!*er aem&)e and mar/e*
(+mp!*er 0 periphera) *hr+!gh a g)+&a) di*ri&!*i+n ne*.+r/ *ha* (+1er
e*a&)ihed and emerging mar/e*. The (+mpan' i +.ned &' Sahara
H+)ding3 a -!))' Br+adGBaed B)a(/ E(+n+mi( Emp+.ered en*i*'3 and i
&aed in A+hanne&!rg3 S+!*h A-ri(a. I* i *he +--i(ia) di*ri&!*+r and
Origina) E>!ipmen* Man!-a(*!rer $OEM% -+r a 1arie*' +- *+p in*erna*i+na)
1end+r.
An a((redi*ed mem&er +- *he Pr+!d)' S+!*h A-ri(an (ampaign3 *he
Sahara &!ine ne*.+r/ *re*(he a(r+ S+!*h A-ri(a *+ in()!de Cape
T+.n3 D!r&an 0 P+r* E)i?a&e*h. The (+mpan' ha e*a&)ihed a *r+ng
preen(e g)+&a))'3 .i*h +--i(e a(r+ EMEA3 in()!ding Nair+&i 0
M+m&aa in "en'a and B+*.ana3 D!&ai3 *he U." and China.
Sahara C+mp!*er i (!rren*)' *he )arge* +pera*i+n +- i* /ind in
S+!*hern A-ri(a. O.ned &' Sahara H+)ding gr+!p3 (+mpan' &+a* an
ann!a) *!rn+1er +1er =.8 &i))i+n Rand. Sahara H+)ding *ri(*)' adhere *+
5=
*he prin(ip)e +- Br+adGBaed E(+n+mi( Emp+.ermen* and e*a&)ihed
i*e)- am+ng *he -r+n*r!nner +- emp+.ered +rgani?a*i+n .i*hin *he ICT
e(*+r .hen i* (+n-irmed i* par*i(ipa*i+n in an emp+.ermen* dea) 1a)!ed a*
RE8< mi))i+n in 2<<E.
F+r *he dea) Sahara H+)ding +)d 2HK +- *heir hare *+ a ne.)'
e*a&)ihed (+n+r*i!m repreen*ed &' mining and minera) re+!r(e Gr+!p
M1e)aphanda H+)ding $P*'% #*d. (haired &' T+/'+ Se6.a)e3 and A-ripa)m
C+n+r*i!m3 a )+(a) in1e*men* (+mpan' (haired &' #a?ar! Qim.
The dea) in(+rp+ra*e !&idiarie and a+(ia*e +- Sahara H+)ding
in()!ding Sahara C+mp!*er P*' #*d.3 Sahara S'*em P*' #*d.3 Sahara
C+n!ma&)e P*' #*d.3 Sahara Di*ri&!*i+n P*' #*d. and Anne6 Di*ri&!*i+n
P*' #*d.
Thi 1en*!re igna) a ne. era in *he *ran-eren(e +- *he &ene-i* and
1a)!e a+(ia*ed .i*h *e(hn+)+g'3 *hr+!gh *+ (+mm!ni*ie and indi1id!a).
I* a)+ rein-+r(e Sahara: p)edge *+ pr+1ide a((e *+ high >!a)i*'3
a--+rda&)e (+mm!ni(a*i+n *e(hn+)+g' and in-ra*r!(*!re. I* i *he
(+mpe*en(' and d'nami( a**ri&!*e +- Sahara C+mp!*er *ha* ha .+n i* *he
(+n-iden(e +- man' ma,+r IT !pp)ier3 repreen*ing /e' pr+d!(* and
(+mp+nen* range.
52

De)) In(. )i*en *+ (!*+mer and de)i1er inn+1a*i1e *e(hn+)+g' and
er1i(e *he' *r!* and 1a)!e. Uni>!e)' ena&)ed &' i* dire(* &!ine m+de)3
De)) e)) m+re '*em g)+&a))' *han an' (+mp!*er (+mpan'3 p)a(ing i* N+.
2@ +n *he F+r*!ne @<<. De))I ()im& *+ mar/e* )eaderhip i *he re!)* +- a
peri*en* -+(! +n de)i1ering *he &e* p+i&)e (!*+mer e6perien(e &'
dire(*)' e))ing *andardG&aed (+mp!*ing pr+d!(* and er1i(e. Re1en!e
-+r *he )a* -+!r >!ar*er *+*a)ed M@H.; &i))i+n and *he (+mpan' emp)+'
appr+6ima*e)' HJ3H<< *eam mem&er ar+!nd *he g)+&e.
De)) .a -+!nded in =;J8 &' Mi(hae) De))3 *he )+nge*G*en!red
e6e(!*i1e *+ )ead a (+mpan' in *he (+mp!*er ind!*r'. The (+mpan' i
&aed +n a imp)e (+n(ep*: &' e))ing (+mp!*er '*em dire(*)' *+
(!*+mer3 De)) (+!)d &e* !nder*and *heir need and e--i(ien*)' pr+1ide
*he m+* e--e(*i1e (+mp!*ing +)!*i+n *+ mee* *h+e need. Thi dire(*
&!ine m+de) e)imina*e re*ai)er *ha* add !nne(ear' *ime and (+*3 +r
(an diminih De))I !nder*anding +- (!*+mer e6pe(*a*i+n.
The dire(* m+de) a))+. *he (+mpan' *+ &!i)d e1er' '*em *+ +rder
and +--er (!*+mer p+.er-!)3 ri(h)'G(+n-ig!red '*em a* (+mpe*i*i1e
pri(e. De)) a)+ in*r+d!(e *he )a*e* re)e1an* *e(hn+)+g' m!(h m+re
55
>!i(/)' *han (+mpanie .i*h )+.Gm+1ing3 indire(* di*ri&!*i+n (hanne)3
*!rning +1er in1en*+r' in ,!* -i1e da' +n a1erage.
The !el l Effect
F+r m+re *han 2< 'ear3 De)) ha re1+)!*i+ni?ed *he ind!*r' *+ ma/e
(+mp!*ing a((ei&)e *+ (!*+mer ar+!nd *he g)+&e3 in()!ding &!inee3
in*i*!*i+na) +rgani?a*i+n and indi1id!a) (+n!mer. Be(a!e +- De))I
dire(* m+de)Rand *he ind!*r'I rep+ne *+ i*Rin-+rma*i+n *e(hn+)+g' i
m+re p+.er-!)3 eaier *+ !e and m+re a--+rda&)e3 gi1ing (!*+mer *he
+pp+r*!ni*' *+ *a/e ad1an*age +- p+.er-!) ne. *++) *+ impr+1e *heir
&!inee and per+na) )i1e.
De)) ha dem+n*ra*ed *hi e--e(* *ime and again a i* en*er ne.3
*andardi?ed pr+d!(* (a*eg+rie3 !(h a ne*.+r/ er1er3 .+r/*a*i+n3
m+&i)i*' pr+d!(*3 prin*er and +*her e)e(*r+ni( a((e+rie. Near)' +ne +!*
+- e1er' -i1e *andardG&aed (+mp!*er '*em +)d in *he .+r)d *+da' i a
De)). Thi g)+&a) rea(h indi(a*e +!r dire(* appr+a(h i re)e1an* a(r+
pr+d!(* )ine3 regi+n and (!*+mer egmen*.
58
Mar7etin' "trate'ie8 o9 Eac: co;<an6 to attract Cu8to;er8
N+. a da' e1er' (+mpanie p)a'ing *ra*egie + a *+ a**ra(*
(!*+mer and in(reae re1en!e and a)+ (!*+mer &ae.Pen*G!p demand3
a**ra(*i1e pri(e p+in* and e(+n+mi( *a&i)i*' pr+pe))ed PC gr+.*h. PC are
a(*ing a en*er*ainmen* (en*re .i*h T7 -!n(*i+na)i*'3 !pp+r*ed &' *he
digi*a) +!nd e6perien(e and )arge (reen dip)a'
"o;e 9 T:e "trate'ie8 T:e6 Are &la6in'
7i*a and O--i(e 2<<H hi* *he mar/e*
Mi(r++-* ha +pened *he d++r -+r (+n!mer *+
p!r(hae i* )a*e* Opera*ing S'*em3 4ind+.
7i*a3 and O--i(e 2<<H .i*h a grand )a!n(h
a(r+ H< (+!n*rie.
Mi(r++-* re)eaed *he )a*e* 1eri+n +- i*
+pera*ing '*em 4ind+. 7i*a and O--i(e 2<<H -+r (+rp+ra*e (!*+mer
in N+1em&er 2<<E. N+. i* ha )a!n(hed *he +-*.are -+r *he mae3 i.e.
n+n (+rp+ra*e (+n!mer. The (+n!mer )a!n(h *++/ p)a(e +n 5<*h Aan!ar'
a(r+ H< (+!n*rie. 4ind+. 7i*a i *he -ir* ma,+r 4ind+. )a!n(h &'
Mi(r++-* in(e *he )a!n(h +- 4ind+. CP in 2<<=.
Thee pr+d!(* are )a!n(hed *+ F.+.: (!*+mer .i*h -ea*!re )i/e
enhan(ed e(!ri*'3 &e**er ear(h3 impr+1ed paren*a) (+n*r+) and an a)) ne.
5@
in*er-a(e. A((+rding *+ Ra1i 7en/a*ean3 Chairman3 Mi(r++-* India3 SThi
i *he )a!n(h +- *he de(ade -+r Mi(r++-* and *he &igge* -+r ! in India3
.i*h *he deign +- *hi pr+d!(* .e ha1e dea)* .i*h *he e(!ri*' i!e.T In
India3 OEM in()!ding COMPA93 HP3 #en+1+3 Sahara3 4ipr+ and Qeni*h
are )a!n(hing 7i*a (+mpa*i&)e PC.
4ind+. 7i*a and O--i(e 2<<H .i)) &e made a1ai)a&)e *+ *he p!&)i(
in e1era) edi*i+n. The (+n!mer edi*i+n are 4ind+. 7i*a U)*ima*e3
4ind+. 7i*a H+me Premi!m3 4ind+. 7i*a H+me Bai( and 4ind+.
7i*a S*ar*er. 7i*a i &eing hipped in =J )ang!age in()!ding Hindi.
E6*ending *he Indian )ang!age !pp+r*3 Mi(r++-* .i)) ha1e =5 m+re Indian
)ang!age in()!ding Te)!g! and Mara*hi and !pp+r* -+r *hee i e6pe(*ed
&' ear)' 2<<J. O--i(e 2<<H (+me in *.+ (+n!mer edi*i+nRO--i(e H+me
0 S*!den* 2<<H and O--i(e Bai( 2<<H.
5E
On *he (+mmer(ia) -r+n*3 M!ng)ani -ee) *ha* de(ii+n ('()e are *i)) )+.3
&!* *here i a de-ini*e in(reae in >!erie and *ender. He -ee) *ha*
g+1ernmen* -!nded pr+,e(* need *+ in(reae3 and p+in* *+ *he re(en*
Andhra Pradeh (h++) pr+,e(*3 .hi(h p!))ed in m+re *han @3<<< !ni*3 a a
g++d e6amp)e +- .ha* g+1ernmen* en*h!iam -+r IT (an d+.In (+n()!i+n3
g+ing &' .ha* *he ind!*r' -ee) and .ha* *he n!m&er re1ea)3 re(+1er' i
de-ini*e)' *a/ing p)a(e in *he ind!*r'3 *h+!gh (a!*i+n i *i)) *he pre1ai)ing
en*imen*.
H+.e1er3 *he &+**+m )ine i *ha* *he da' +- !per gr+.*h eem *+ &e
+1er. 4hi)e IDC ha predi(*ed 22.5 per(en* gr+.*h in 2<<53 n+* e1er'+ne in
*he ind!*r' eem *+ &e read' *+ ,+in in *he (h+r!. HP: Sai
Chandrae/har a' *ha* *heir aemen* i an e6pe(*a*i+n +- =<G=@ per(en*
gr+.*h3 .hi(h he -ee) i 1er' rea)i*i(. SI* i !n)i/e)' *ha* *he mar/e* .i))
re*!rn *+ *he head' da' +- 5< per(en* gr+.*h3T he e6p)ain. "+(hhar +-
S/+(h e(+nd *ha* .hen he a'3 S4e (an n+ )+nger )++/ a* head' gr+.*h
ra*e )i/e 8< per(en* +r E< per(en*...*he mar/e* ha &een gr+.ing m+re in
ing)e digi* *+ )+. *.+ digi* gr+.*h ra*e.T
And *ha* eem *+ &e *he -!*!re *ha* India: PC &rigade -a(eG&!* .e))3 !re)'
e1en )+. *.+ digi* gr+.*h ra*e are &e**er *han nega*i1e gr+.*h3 and *ha*: *he rea+n -+r
*he (a!*i+! mi)e +n *he -a(e +- PC 1end+r. H+pe-!))'3 *he ne6* >!ar*er .i)) &ring
e1en &r+ader mi)e.
5H
5J
57.5%
8.4%
7.9%
7.0%
4.2%
3.7%
1.0%
3.5%
3.3%
1.6%
1.9%
HCL
Co%pa4
5#nith
67M
A$#!
H#3l#tt)Pa$8a!"
Wip!o
Vint!on
Si#%#ns Ni9"o!0
D#ll
Oth#!s:

Fr+m *he a&+1e graph i* i ()ear *ha* in Indian Hard.are Ind!*r' *he
COMPA9 hare i highe* in a)) &randed (+mpanie. B!* *i)) 1er' high
p+r*i+n a&+!* @H.@K i in -a1+!r +- !n&randed )+(a) (+mpanie3 .hi(h i
*i)) a (ha))enge *+.ard a)).
The hare +- *he !n+rganied e(*+r ha &een -a))ing *eadi)' .i*h *he
-a)) in pri(e +- &randed PC. A re(en* phen+men+n ha &een *he in(reaing
5;
hare +- Tier 2 *+.n and (i*ie in *he PC a)e *here&' indi(a*ing in(reaed
PC pene*ra*i+n in*+ *he hin*er)and.
Sa)e +- n+*e&++/ ha1e a1eraged ar+!nd @<3<<< in *he pa* *.+
'ear. Prin*er ha1e &een *radi*i+na))' *he -a*e* gr+.ing egmen* +- *he
PC periphera) mar/e*. E1en .hen PC a)e .ere in(reaing &' 5;K3
prin*er a)e in(reaed &' 8=K. The )+.d+.n a--e(*ed prin*er a)e *++ and
in 2<<=G<23 *he in(reae .a ,!* =K. In *ha* 'ear3 J5E3=22 prin*er .ere
+)d and *ha* in()!ded in/,e*3 )aer and d+* ma*ri6. The m+men*!m i
e6pe(*ed *+ pi(/ !p in 2<<2G<5 and *he prin*er mar/e* .+!)d gr+. a* JK *+
rea(h ;<<3<<< prin*er. D!e *+ -a))ing pri(e3 #aer prin*er a)e are gr+.ing
-a*e*.
In -!*!re3 COMPA9: hard.are a)e *+ *he in*i*!*i+na) egmen* are
)i/e)' *+ remain *a&)e3 .i*h !*ained hard.are pending &' a)) *he
1er*i(a)3 epe(ia))' *he &an/ing and -inan(ia) er1i(e e(*+r. Beide3 in
re*ai) hard.are a)e3 a (+n*in!ed red!(*i+n +- pri(e p+in*3 -a(i)i*a*ed in
par* &' *he re(en* red!(*i+n in e6(ie d!*ie +n PC3 i )i/e)' *+ red!(e *he
pri(e ad1an*age +- *he ma)) aem&)er3 and a!g!r .e)) -+r &randed PC
man!-a(*!rer )i/e COMPA9. In *he medi!m *erm3 COMPA9: margin3
depi*e i* a)e *a6 ad1an*age3 ma' &e a--e(*ed &' *he )i/e)' rem+1a) +-
d!*' pr+*e(*i+n +n man!-a(*!red PC -r+m *he 'ear 2<<@. 4i*h imp+r*ed
PC &e(+ming (heaper3 i* ma' &e (ri*i(a) -+r COMPA9 *+ e*a&)ih an
a)*erna*e !pp)' (hain &aed +n imp+r* +- -inihed PC. N+ne*he)e3 i*
-inan(ia) ri/ are mi*iga*ed &' i* )+. gearing3 !&*an*ia) )i>!id
in1e*men* and !n!*i)ied .+r/ing (api*a) )imi*.
8<
IDC de()ared i* n!m&er -+r *he Indian PC mar/e* -+r -inan(ia) 'ear
2<<@G<E *+da'. The 'ear re(+rded an imprei1e gr+.*h in *erm +- !ni*
hipmen* G *he mar/e* gre. 5<K +1er -inan(ia) 'ear 2<<8G<@ *+ e6(eed *he
8.E mi))i+nGmar/3 a((+rding *+ IDCI India 9!ar*er)' PC Mar/e* Tra(/er3
=9 2<<E3 Ma' 2<<E pre)iminar' re)eae.

8=

82
RE)I"ITING T!E L%=C"T LA&T& MAR$ET
A (+mp!*er a* near)' +neG*hird +- (!rren* pri(e i a dream -+r m+*
Indian. And 'e*3 &!'er are n+* h+)ding *heir &rea*h -+r *hee de1i(e. F+r
e6perien(e ha pr+1ed *ha* e6pe(*a*i+n are e)d+m me*. H+.e1er3 *hi *ime
ar+!nd3 *h+e pr+paga*ing )+.G(+* (+mp!*ing +)!*i+n ha1e *a/en a
di--eren* r+!*e. Chri Ann Fi(hard+ e)a&+ra*e +n *he di--eren(e .
The &!?? i in *he air again. PC man!-a(*!rer are e6(i*ed. Uer are
e6pe(*an*. E1en in*i*!*i+n )i/e *he IIT are en*h!ia*i(. The rea+n:
India: dream +- an a--+rda&)e PC $pri(ed &e)+. R =<3<<<% i read' *+ hi*
*he mar/e*. F+r near)' a de(ade *hi dream ha *r!gg)ed *+ &e(+me a
rea)i*'. India In(. ha made man' n+*e.+r*h' a**emp* in *he pa* *+
in*r+d!(e )+.G(+* (+mp!*ing +)!*i+n3 &!* in 1ain. Be i* 4ipr+: Aana*a
PC3 iNa&)ing Te(hn+)+gie: eGmai) de1i(e3 iS*a*i+n3 +r *he m!(hG*a)/ed
a&+!* handhe)d de1i(e3 *he Simp!*erRa)) &ri))ian* (+n(ep* *ha* ha1e n+*
>!i*e made i* (+mmer(ia))' 'e*.
The (+mpan' ne*(+re i d+ing gr+!nd&rea/ing .+r/ *+ ma/e p+i&)e
*he R @3<<< PC $@"PC%3 a' *ha* i- *he pri(e p+in* +- a PC (+me d+.n
&e*.een R @3<<< *+ =<3<<< per !er3 India ha *he a&i)i*' *+ a&+r& =<G2<
mi))i+n PC a 'ear -+r *he ne6* e1era) 'ear. Thi p+*en*ia) gain -!r*her
85
igni-i(an(e .hen +ne rea)ie *ha* *he preen* mar/e* i?e i ,!* *.+
mi))i+n PC a 'earU In *he )a* 2< 'ear *he in*a))ed &ae ha &are)' (r+ed
i6 mi))i+n PC in India.
A((+rding *+ Ri(hard Br+.n3 dire(*+r -+r In*erna*i+na) Mar/e*ing a*
7IA a**ri&!*e *hi !dden in*ere* &' 1end+r *+ *he Vrea) gr+.*h p+*en*ia)V
+- *he )+.G(+* PC mar/e*. VI remem&er -i1e *+ e1en 'ear ag+ .hen *he
-ir* M=3<<< PC appeared $in*r+d!(ed &' C+mpa>%3 pe+p)e .+ndered i- *he
pri(e p+in* .a -+r rea). And in(e *hen *here ha &een a (+n*in!+! p!h
d+.n in *he pri(e p+in* -+r PC3 .hi(h i a ign +- (+mm+di*ia*i+n +- *he
ind!*r'. F+r a )+ng *ime *he ind!*r' ha rei*ed m+1ing *+ )+.er pri(e
p+in*3 and n+. *he' are a(*!a))' eeing *ha* *here i demand in *ha* pa(e
and *he' are &!'ing in*+ i*3V he a'.
88
CH#$'I$' T(E$!S I$ %#)TO) *#(+ET
4i*h pri(e +- )ap*+p &eing )ahed3 *he ed!(a*i+n e(*+r i e6pe(*ed
*+ ee a high demand -+r )ap*+p.
C+n!mer are hi-*ing *heir -+(! +- )ap*+p (+mp!*ing -r+m an
a1erage '*em *+ +ne *ha* i ()+er *+ a highGend '*em and
!p.ard.
The need -+r *he m+* p+.er-!) m!)*imedia )ap*+p i in(reaing.
#in!6 migh* gain gr+!nd in *he g+1ernmen* and de-en(e e(*+r.
C!*+mer3 &+*h in *he (+n!mer a .e)) a in *he (+mmer(ia) pa(e
.i)) demand &e**er er1i(e )e1e) -r+m 1end+r.
Ser1i(e and !pp+r* i g+ing *+ &e a (ri*i(a) ape(* +- 1end+r *ra*eg'.
Depre(ia*i+n peri+d +- IT pr+d!(* h+!)d &e red!(ed *+ -!r*her &++*
gr+.*h.
The )ap*+p pa(e .i)) ee m+re and m+re en*er*ainmen*G+rien*ed
-ea*!re ge**ing in*egra*ed in*+ *he n+rma) PC.
8@
The en*erprie pa(e .i)) .i*ne m+re *re +n e(!ri*'3 TCO3
managea&i)i*' and m!)*ip)e )e1e) +- red!ndan('3 am+ng +*her
C+mpanie3 .hi(h .i)) +--er a--+rda&)e inn+1a*i+n .i)) gain mar/e*
hare.
Uni(+de .i)) dri1e )ap*+p pene*ra*i+n in*+ r!ra) mar/e*
SME .i)) (+n*in!e *+ &e a ma,+r egmen*.
The ind!*r' ha *andardied +n J< GB HDD.
Tren58 E><ecte5 In ?00,
In *he -!*!re3 .i*h m+re d!*' (!* e6pe(*ed3 ana)'* &e)ie1e &randed
)ap*+p p)a'er .i)) gain -!r*her again* aem&)ed p)a'er. Re*ai) ma'
ge* a rene.ed *hr!*. O&er1e Ra, Sara-3 Chairman and Managing
Dire(*+r3 Qeni*h C+mp!*er3 S4e ha1e=5<< re*ai) +!*)e* *+da'3
.hi(h .e h+pe *+ gr+. *+ =@<<< &' *he end +- 2<<;.T

4hi)e 1end+r are &!nd)ing in #in!6 *+ &ring d+.n (+*3 ana)'*
ee de/*+p #in!6 (+n-ined *+ *he g+1ernmen* and ed!(a*i+n e(*+r.
#in!6 +n *he de/*+p i !n)i/e)' *+ ma/e inr+ad in *he en*erprie.
Pri(e +- (+mp!*er ha1e &een -a))ing rapid)'3 &!* 1end+r d+ n+*
*hin/ pri(e +- )ap*+p .i)) -a)) igni-i(an*)' in 2<<;.
8E
4hi)e 2<<H a. *r+ng demand emerging -r+m e)e(* e(*+r !(h a
*he g+1ernmen* and BPO +!*-i*3 2<<J (+!)d &e re)a*i1e)' -)a* a m+*
BPO -irm are in *he pr+(e +- (+n+)ida*i+n and n+* gr+.*h.
LA&T& MAR$ET4 T& TREND"
#ap*+p mar/e* re1i1a) ma' happen in e(+nd ha)- +- *hi 'ear. P+*GB!dge*
)ap*+p pri(e .i)) remain (+n*an* +r rie margina))'. Indian &rand .i))
!r1i1e3 &!* *he' need *+ de(ide +n an !nam&ig!+! (+mpe*i*i1e pi*(h.
Thr!* in*+ *he B 0 C ()a *+.n .i)) &e aggrei1e3 &' Indian and MNC
p)a'er a)i/e. The n+*e&++/ mar/e* .i)) h+. igni-i(an* gain in 2<<2G<5.
I- '+! .an* *+ /n+. .ha* *he -!*!re h+)d -+r *he Indian PC ind!*r'3 *he
+ne -a(* '+! (ann+* a--+rd *+ ign+re i *he (!rren* )+.d+.n n+* ,!* -a))ing
gr+.*h3 +r a gen*)e *r+!gh3 &!* *he h+rri&)e pe(*re +- nega*i1e gr+.*h.
The near pani( *he ind!*r' .i*need in *he .a/e +- *hi *erri&)e *ime .a
re-)e(*ed in *he pri(e )ahe and &!nd)ing +--er an'*hing *+ /i(/ *ar*
*agna*ing a)e graph .a a((ep*a&)e. And *ha* *++/ *he )ap*+p *+ a)m+*
(+mm+di*' *a*! in India.
B!* *hen3 *ha*: hi*+r'. And in &!ine3 hi*+r' i n+* .ha* e))D
pr+mie +- a r+ier -!*!re d+. A((+rding *+ ind!*r' a+(ia*i+n MAIT:
preiden* 7innie Meh*a3 a)e ha1e pi(/ed !p in *he AFM >!ar*er3 .hi(h i
*radi*i+na))' a high a)e >!ar*er3 and a +- n+.3 *he':re h+ping *ha* *hi .i))
&e a !*ained phen+men+n in pi*e +- a )a(/)!*re B!dge* *ha* did a)m+*
n+*hing *+ p!h !p demand -+r )ap*+p.
8H
&RICE" D AN AB#T=T#RN
Immedia*e)' a-*er *hi 'ear: B!dge*3 m+* )ap*+p 1end+r aid )ap*+p pri(e
.+!)d remain (+n*an*3 and +me e1en p+in*ed +!* *ha* pri(e .+!)d rie3
*han/ *+ in(reaing mem+r' pri(e. Tha* h+!)d &e +ne +- *he /e'
di--eren*ia*+r &e*.een )a* 'ear and *he -inan(ia) 'ear ahead )ap*+p pri(e
are n+* )i/e)' *+ (+me d+.n3 and in a)) pr+&a&i)i*'3 .i)) a(*!a))' ee
margina) rie.
Sa' 7a! Srini1a +- IDC India3 S4hi)e *he ini*ia) rep+ne *+ *he
)+.d+.n .a *+ )ah pri(e3 .hen i* &egan *+ h!r*3 )ap*+p 1end+r &egan
*+ *a/e a pr+-i*a&i)i*' appr+a(h. The' are n+. ee/ing +!* *he m+re
pr+-i*a&)e dea) and aiming -+r &e**er pri(e .i*h )+.er 1+)!me.T
An+*her -a(*+r *ha* .i)) (+n*ri&!*e *+ *a&)e pri(e i *he m+1e &' *he &ig
di*ri&!*+r *+ (!* (redi* peri+d d+.n *he )ine -r+m 5< *+ =@ da'. Thi
m+1e3 (+ming in *he .a/e +- &ig de-a!)* am+ng IT (hanne)3 .i))
di(+!rage pe(!)a*i1e and rah pri(ing and margin p+)i(ie *ha* re!)* in
pri(e .ar *he ind!*r' (an i)) a--+rd.
8J
TRI#M&! F T!E MNC BRIGADE
In re(en* *ime3 +ne +- *he m+* imp+r*an* *rend in *he Indian )ap*+p
&!ine i *he igh* +- MNC 1end+r *!rning )eader. Ye3 COMPA9
In-+'*em3 *he )eader in *he de/*+p egmen*3 i a Indian a *he' (+me3
and *he (+mpan': )eaderhip p+i*i+n eem in n+ immedia*e danger3 &!*
i*: n+* in!rm+!n*a&)e ei*her.
A)) i* .i)) *a/e i *he HPGC+mpa> dea) g+ing *hr+!gh in *he Uni*ed
S*a*e3 and COMPA9 .i)) &e(+me N+ 2 *+ an MNC &ehem+*h *ha* .i))
*hen (+n*r+) a)m+* d+!&)e +- COMPA9: mar/e* hare3 .hi(h (!rren*)'
*and a* J.E per(en*3 a((+rding *+ Ge+rge Pa!)3 headGmar/e*ing3 COMPA9
In-+'*em. 4hi)e e1er'+ne admi* *ha* *he mar/e* hare +- MNC &rand
ha g+ne !p3 and m+*)' a* *he e6pene +- Indian &rand3 *hi i!e
genera*e a )+* +- hea* and pai+na*e arg!men*.
BIG B#*ER" MATTER
4hi)e *he m+1e *+ B 0 C ()a (i*ie a**ra(*ed a**en*i+n3 *he &igge* &!'er
+- PC pre**' m!(h remained (+n*an*3 and *he':re e6pe(*ed *+ (+n*in!e *+
&e *he a1i+!r +- *he &e)eag!ered PC ind!*r' *hi 'ear *++. The h+n+!r
g+ *+ *he g+1ernmen* &+*h a* *he Cen*re and *he *a*e3 and *he &an/ing and
8;
-inan(ia) e(*+r main)' PSU &an/. An+*her egmen* e6pe(*ed *+ (+n*ri&!*e
igni-i(an*)' *+ )ap*+p &!'ing *hi 'ear i *he *e)e(+m e(*+r.
#TL$
4hen .i)) *he g++d *ime *ar* r+))ing againN The p!ndi* ha1e
di--ering +pini+n. IDC India a' *he )ap*+p ind!*r' i e6pe(*ed *+ gr+.
&' @.= per(en* in 2<<23 and add *ha* )ap*+p &!'ing i e6pe(*ed *+ re1i1e in
2<<53 .hen a gr+.*h ra*e +- 2< per(en* i -+re(a*ed. "+(hhar +- S/+(h
a' *hi 'ear .i)) ee +me re1i1a)3 *h+!gh he .arn *ha* head' gr+.*h
ra*e .i)) n+* re*!rn .i*h+!* p+)i(' mea!re )i/e =<< per(en* depre(ia*i+n
-r+m *he g+1ernmen*. MAIT i h+ping *ha* *he )igh* !p*!rn in *he AFM
>!ar*er i a p+r*end +- *hing *+ (+me3 e1en *h+!gh i* re1ied ind!*r' a)e
pr+,e(*i+n -+r 2<<=G<2 d+.n.ard -r+m 2.8@ mi))i+n !ni* *+ =.E@ mi))i+n
!ni*.
@<
@=
THE !ECISIO$ *#+I$' )(OCESS
De(ii+n ma/er3 .h+ are !ed *+ depending +n *heir pa*
e6perien(e3 m!* ma/e de(ii+n and *a/e a(*i+n in *he rapid)' (hanging
.+r)d .e -a(e *+da'. In *hi *!r&!)en* en1ir+nmen*3 *he a&i)i*' *+
!((e-!))' 1ie. *he (!rren* i*!a*i+n *hr+!gh *he *radi*i+na) Vg++d
,!dgmen*V 1ie.p+in* i .ea/ened *hr+!gh in(reaing e6*erna) n+ie $a
m!)*i*!de +- in-+rma*i+n +!r(e +n m!)*ip)e *+pi(% and (hanging.

@2


@5
ST(E$'THS,
a) Glo@al &re8ence4
I* (+))a&+ra*i+n and ,+in* 1en*!re .i*h in*erna*i+na)
(+mpanie !(h a Per+* S'*em3 and par*nerhip .i*h .+r)d
)eader )i/e Eri(+n3 T+hi&a3 N+/ia3 Ora()e and Mi(r++-*3
ena&)e i* *+ &ring *he &e* *e(hn+)+g' a1ai)a&)e .+r)d .ide *+
i* (+n!mer.
28 )+(a*i+n in =E (+!n*rie.
@) Fa* pa(ed and -)e6i&)e .+r/ (!)*!re .hi(h pr+1ide i*
emp)+'ee a!*+n+m' *+ a((+mp)ih *he *a/ .i*h+!* m!(h
pre!re -r+m *he higher a!*h+ri*ie. Th!3 emp)+'ee are
m+*i1a*ed *+ gi1e *heir &e* *+ *he +rgani?a*i+n.
c) The (+re *reng*h +- COMPA9 i *he *a)en* and inn+1a*i1ene
+- i* pe+p)e .hi(h ena&)e i* *+ pr+1ide *he Srigh* +)!*i+n a*
*he righ* *ime.T
5) The ma mar/e* hand)ed *hr+!gh a (hain +- dea)er3 ree))er
and re*ai)er .hi(h he)p &ring *e(hn+)+g' !age ()+er *+ *he
indi1id!a). I* ha 1er' *r+ng di*ri&!*i+n ne*.+r/.
e) I* p++) +- (+mpe*en(ie : Hard.are3 S+-*.are3 Training3
Ne*.+r/ing3 Te)e(+m and S'*em In*egra*i+n.
9) A&i)i*' *+ !nder*and (!*+merI &!ine and +--er righ*
*e(hn+)+g'.
') #+ng *anding re)a*i+nhip .i*h (!*+mer.
:) Pan India !pp+r* 0 er1i(e in-ra*r!(*!re.
i) Be*G1a)!eG-+rGm+ne' +--ering.
@8
-E#+$ESSES,
a) A-*er a)e er1i(e.
@) #e pr+m+*i+na) (ampaign.
@@
O))O(T$ITIES,
a) IT ind!*r' &++ming a* a ra*e +- 8@K e1er' 'ear.
@) In(reaing (+n!mer a.arene a&+!* IT and i* !e.
c) Tremend+! !n*apped p+*en*ia) +- IT pr+d!(* in India.
5) In(reaing (+mpe*i*i+n.
e) Tie !p .i*h 1ari+! MNC ena&)e *+ e6*ra(* *heir (+re
(+mpe*en(ie.
TH(E#TS,
a) #+(a) aem&)er are &igge* mena(e -+r *he (+mpan'.
@) En*r' +- MNC i.e. IBM3 C+mpa> gi1ing dire(* (+mpe*i*i+n.
c) G+1*. in*a&i)i*' ha a )+ng *erm reper(!i+n a--e(*ing
(+mpan': p+)i(ie 0 i* gr+.*h.
5) Te(hn+)+gi(a) hi-* a a re!)* +- reear(h 0 de1e)+pmen*.
Dai)' ne. *e(hn+)+gie are emerging.
C+n()!ding *he S.4.O.T. ana)'i in .+rd *ha* pr+peri*' )ie ahead
-+r COMPA9. In +rder *+ re*ain i* p+i*i+n a India: N+. = IT
(+ng)+mera*e3 i* ha *+ (+me +!* .i*h *he *a*e +- ar* a .e)) a -!*!ri*i(
*e(hn+)+gie *+ i* (+n!mer .e)) &e-+re *ime.
@E
FI$!I$'S & %I*IT#TIO$S
E1er' pr+,e(* ha +me )imi*a*i+n e1en *he reear(her (ame a(r+ +me
)imi*a*i+n .hi)e .+r/ing +n *he pr+,e(* .hi(h made *he ana)'i a )i**)e
inappr+pria*e a* *ime. S+me +- *he &ai( )imi*a*i+n -a(ed d!ring *he
reear(h are )i*ed &e)+.:
On)' )imi*ed n!m&er +- a!*h+ri?ed3 (+mpanie and +*her area .here
i* ha &een -+!nd @@ p)a'er .a (+1ered in *he *!d'.
M+* +- *he reear(h .a &aed +n (+)d (a))3 + *hen 1ii*ed man'
p)a(e i.e. a!*h+ri?ed and )+(a) area and .here i* had n+* rep+nded
m!(h.
There .a a &ia +n *he par* +- *he rep+nden*.
C+mpanie *ha* .ere (+n*a(*ed *hr+!gh *e)eph+ne a* *ime did n+*
gi1e (+rre(* in-+rma*i+n *+ *he reear(her.
The IT manager +r *he per+n heading *he IT Depar*men* did n+*
ha1e *he righ* *+ gi1e *he a!*h+ri?ed +--i(ia) in-+rma*i+n *+ pe+p)e
+*her *hen *he mem&er +- *he +--i(ia) i*e)- and *he high +--i(ia).
A* *ime *here .a a pr+&)em +- n+n rep+ne -r+m *he h+pi*a)3
(+mpanie and +*her a!*h+ri?ed and !na!*h+ri?ed area .hi(h
a--e(*ed *he re!)* +- *he pr+,e(* &eing d+ne &' *he reear(her.
@H
@J
COMPA9 i ha1ing )arge n!m&er +- (hanne) par*ner &!* i* i n+*
!pp+r*ing 0 *a/ing (are a)) +- *hem e>!a))' .hi(h re!)* in in(reaing
di(+n*en*men* am+ng ne. (hanne) par*ner &e(a!e i* n+* p+i&)e -+r
(+mpan' *+ !pp+r* a)) +- *hem e>!a))'. C+mpan' h+!)d *a/e +me
p+i*i1e a(*i+n again* i*.
C+mpan' e6e(!*i1e h+!)d 1ii* dea)er +n reg!)ar &ai.
The' Sh+!)d pa' pr+per a**en*i+n *+.ard (he(/ing +- 1ari+!
(+mp+nen* +- PC &e-+re end !er de)i1er'. O*her.ie i* *end *+.ard
de-ame +- &rand name in (+mpari+n *+ ri1a).
Need *+ e6pend (!*+mer (are (en*er a *he (+n!mer &ae +-
COMPA9 i in(reaing .i*h *remend+!)' -a* pa(e.
Pr+per a**en*i+n h+!)d &e paid -+r ad1er*iemen* p)anning +*her.ie i*
ma' )ead *+ pr+&)em -+r dea)er a .e)) a -+r (+mpan'.
C+mpan' h+!)d ma/e p+)i(' -+r -i6ed end !er pri(e -+r a)) dea)er
+ *ha* -air game .i)) &e p)a'ed 0 dea)er .+!)d n+* *+ (+mpr+mie
+n *heir margin.
@;
E<
CO$C%SIO$
Mar/e*ing i a 1er' (r!(ia) a(*i1i*' in e1er' &!ine +rgani?a*i+n. E1er'
pr+d!(* pr+d!(ed .i*hin an ind!*r' ha *+ &e mar/e*ed +*her .ie i* .i))
remain a !n+)d *+(/3 .hi(h .i)) &e +- n+ 1a)!e. I ha1e rea)i?ed *hi -a(*
a-*er (+mp)e*i+n +- m' !mmer *raining pr+,e(*. Depi*e +- 1ari+!
di--i(!)*ie and )imi*a*i+n -a(ed d!ring m' !mmer *raining pr+,e(* +n *he
*+pi( SMAR$ET "!ARE F CM&A1 LA&T&"T. I ha1e *ried m'
)e1e) &e* *+ -ind +!* *he m+* re)e1an* in-+rma*i+n -+r *he +rgani?a*i+n *+
(+mp)e*e *he aignmen* *ha* .a gi1en *+ me. A-*er (+mp)e*i+n +- m'
!mmer *raining pr+,e(* I ha1e gained e1era) e6perien(e in *he -ie)d +r
a)e mar/e*ing. I ha1e g+* *he +pp+r*!ni*' *+ mee* 1ari+! pe+p)e3 .hi(h
-)!(*!a*e in di--eren* i*!a*i+n and *ime. Thi !mmer *raining pr+,e(* ha
gi1en me *he +pp+r*!ni*' *+ ha1e -ir* e6perien(e in *he (+rp+ra*e .+r)d.
The+re*i(a) /n+.)edge +- a per+n remain d+rman* !n*i) i* i !ed and
*e*ed in *he pra(*i(a) )i-e. Thi mar/e* !r1e' ha gi1en *+ me *he (han(e *+
app)' m' *he+re*i(a) /n+.)edge *ha* I ha1e a(>!ired in m' ()ar++m *+ *he
rea) &!ine .+r)d. I ha1e (+mp)e*ed m' mar/e* !r1e' pr+,e(* in .hi(h
are in1+)1ed in i* !((e-!) (+mp)e*i+n. In pi*e +- -e. )imi*a*i+n and
hindran(e in *he mar/e* !r1e' pr+,e(* I -+!nd *ha* *he .+r/ .a a
(ha))enge and -r!i*-!). I* gi1e en+!gh /n+.)edge a&+!* *he )ap*+p mar/e*
and *he di*ri&!*i+n pr+(e !nder*a/en &' an +rgani?a*i+n.
E=
E2
.ESTIO$$#I(E
Name
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
Deigna*i+n
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
Addre
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
C+n*a(* N+.
WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW
=. D+ '+! !e )ap*+p -+r '+!r &!ine p!rp+eN
a.% Ye
&.% N+
2. 4ha* *'pe +- )ap*+p d+ '+! !eN
a.% Branded
&.% Aem&)ed
5. 4ha* &rand +- )ap*+p d+ '+! !eN
a.% HP
&.% COMPA9
(.% ACER
d.% O*her
8. 4ha* i *he n!m&er +- in*a))ed de/*+pN
a.% O=@
&.% =@G@<
(.% @<GH@
d.% H@G2<<
e.% 2<<G@<<
E5
@. 4ha* i *he n!m&er +- !ed er1erN
a.% =
&.% 2
(.% 5G@
d.% P@
E. 4ha* i *he n!m&er +- in*a))ed )ap*+pN
a.% =G@
&.% @G=@
(.% =@G5<
d.% P5<
H. 4ha* i *he &rand !ed -+r )ap*+pN
a.% COMPA9
&.% T+hi&a
(.% #en+1+
d.% O*her
J. Are '+! -a(ing an' pr+&)em .i*h (!rren* !ed pr+d!(* )ineN
a.% Ye
&.% N+
(.% N+* 'e*

==. H+. d+ '+! -ind *he COMPA9 pr+d!(*N
a.% O"
&.% G++d
(.% Sa*i-a(*+r'
d.% O!**anding
e.% N+* *ried 'e*
=2. D+ '+! .an* *+ /n+. m+re a&+!* COMPA9 pr+d!(*N
a.% Ye
&.% N+

E8
E@
BIB%IO'(#)H" BIB%IO'(#)H"
B$4
AUTHOR: PHI#IPG"OT#ER
TIT#E: Mar/e*ing Managemen*
P#ACE OF PUB#ICATION: De)hi
PUB#ISHER: Ta*a M(Gra.3 Hi)) P!&)ihing
(+. )*d.
MAGA3INE" A -#RNAL" A NE%"&A&ER"4
B!ine 4+r)d
B!ine T+da'
The Time +- India
%EB"ITE" 4
....C+mpa>.(+m
....g++g)e.(+m
....hp.(+m
....ahara(+mp!*er.(+m
EE
....de)).(+m
EH