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INDUSTRY PROFILE
Service Industry The service industry forms a backbone of social and economic development of a region. It has emerged as the largest and fastest-growing sectors in the world economy, making higher contributions to the global output and employment. Its growth rate has been higher than that of agriculture and manufacturing sectors. It is a large and most dynamic part of the Indian economy both in terms of employment potential and contribution to national income. It covers a wide range of activities, such as trading, transportation and communication, financial, real estate and business services, as well as community, social and personal services. In India, services sector, as a whole, contributed as much as 68.6 per cent of the overall average growth in gross domestic product (GDP) between the years 2002-03 and 2006-07. Growth Trend of the Services Industry during April-March 2009-10 Period April-March 2009-10 April-March 2008-09 April-Dec 2009 April-Dec 2008 Excellent (>20%) 13.72%(7) 5.88% (3) 11.76%(6) 3.92%(2) High (10-20%) 43.13%(22) 41.17%(21) 39.21%(20) 45.09%(23) Moderate (0-10%) 41.17%(21) 35.29%(18) 45.09%(23) 39.22%(20) Negative (<0%) 1.96%(1) 17.65%(9) 3.92%(2) 11.76%(6) Total Sectors 51 51 51 51

Knowledge Process Outsourcing Knowledge Processing Outsourcing (popularly known as a KPO), calls for the application of specialized domain pertinent knowledge of a high level. The KPO typically involves a component of Business Processing Outsourcing (BPO), Research Process Outsourcing (RPO) and Analysis Proves Outsourcing (APO). KPO business entities provide typical domain-based processes, advanced analytical skills and business expertise, rather than just process expertise. KPO Industry is handling more amount of high skilled work other than the BPO Industry. While KPO derives its strength from the depth of knowledge, experience and judgment factor; BPO in contrast is more about size, volume and efficiency.

PESIT, Department of MBA| Empower Research Knowledge Services Pvt Ltd

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In fact, it is the evolution and maturity of the Indian BPO sector that has given rise to yet another wave in the global outsourcing scenario: KPO or Knowledge Process Outsourcing. The success achieved by many overseas companies in outsourcing business process operations to India has encouraged many of the said companies to start outsourcing their high-end knowledge work as well. Cost savings, operational efficiencies, availability of and access to a highly skilled and talented workforce and improved quality are all underlying expectations in outsourcing high-end processes to India Emergence of new age sectors like Telecom, Media (Digital) ,Pharmaceuticals, Insurance are helping the Market Research Industry to climb to new heights with varied analysis of Consumer Insights. Despite slowdown in the past coupled with talent crunch and dog pricing by agencies, the roughly 900 crore MR Industry (Excludes KPO) is well poised to take a big leap. The Overall Market gets divided into full services MR agencies and the KPO Services clocking around 18% of CAGR (Compound Annual Growth Rate). During the last couple of years there has been a consolidation between MR agencies in their scale of operations and data management practices. No wonder despite all these, India still becomes the popular destination for the MNC based research agencies since there is untapped potential of new sets of consumers with an opportunity to serve huge population. Market Research is changing and that too from its early days of data collection methods to improvised ways of social media research with sophisticated research tools. MR industry is also facing a crunch in having the right kind of people skilled with a good training background to understand the nitty gritty of the clients brief. Moreover, todays most of the research work is being covered with a regular monitoring job like tracking, audience measurement, syndicated studies etc rather than with a specific problem. Market Research as an industry is very fragmented in nature with many small firms on the spectrum and a few firms dominating the scene.The leading domestic firms are IMRB International, TNS India, Nielsen & Milward Brown etc. As per the Industry approximations, IMRB continues to be the market leader followed by Nielsen, TNS India & Others. Though there is a Society created by the market research professional, MRSI (Market Research Society of India) which has tried their best to get an agglomerative view on market research but has
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achieved modest success. Meanwhile, in the last couple of years the Industry has also seen the emergence of new sets of players. Besides the emergence of the improved data collection technique, there was a major rise towards analytics, data-mining and warehousing agencies during the last couple of years. Many emergent sector like Telecom or Insurance which has grown phenomenally in the past, need these kinds of data sets to draw strong insights of their consumer behaviour towards the services of the same. There were also emerging opportunities like online research tool or business intelligence or MR outsourcing helping the clients to focus on their core competency by getting the right insights of information from their customers and thus increases the value of MR role in the decision making process.

Company Profile
EmPower Research LLC is a global offshore custom research company, with operations in USA and India. The company offers high quality on-demand Competitive Analysis, Consumer Research, HR Industry Best Practices Research, Industry Analysis, Media Monitoring, Blog Analysis, Data Mining and Market Sizing analytics services.EmPower Research provides Custom Market and Media Intelligence services to Global 2000 companies, and Advertising and PR agencies worldwide. This is an ISO 9001:2008 certified company, with headquarters in New York City and field offices in San Francisco, Atlanta, and London; and a research centre in Bangalore, India. EmPower Research is one of the leading Custom Market and Media Intelligence companies that:

Provides customized Market and Media Intelligence across traditional research boundaries such as syndication, primary and analytics to drive holistic insights

Uses a unique "Bytes & Brains" approach that combines technology with IP and industry-specific human intelligence to provide high-quality, cost-effective insights

Boasts of expertise in multi country and multi lingual media monitoring; our analysts filter and review, summarize, prioritize, and tag news coverage to ensure that only relevant articles are reported back to our clients
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Has been a pioneer in harnessing the power of Social Media for brand and reputation management

Offers flexible and cost efficient engagement models to address client needs Is admired by clients for providing high-quality service by highly trained, dedicated and responsive teams.

Potential clients helping us to move.

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PESIT, Department of MBA| Empower Research Knowledge Services Pvt Ltd

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NATURE OF THE BUSINESS:

EmpowerResearch have the technical expertise to design, programme, field, tabulate and report on any online research required. Whether required any research surveys or complex obstacles, it offers a complete solution.

PRICING RESEARC H CERT

PRODUCT RESEARC H

INDUSTRY INSIGHTS

CONCEPT RESEARC H

ADVERTIS ING RESEARC H

POSITIONI NGRESEA RCH

BRAND EQUITY RESEARCH

DATA MINING

MEDIA MONITORI NG

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Pricing research We provide pricing strategy consulting backed by strong pricing research capabilities. Our perspective is broad when dealing with pricing research and pricing strategy decisions, and focus on finding for your business optimum price product feature configurations in the context of market positioning opportunities. We employ both qualitative and quantitative pricing tools.

Product Research Product market research serves several goals: new product design and market validation research, or assessing existing product strength and line extension potential. We follow the product development cycle integrating research with creative positioning and technical product design efforts. Concept Testing Concept testing research evaluates advertising concepts, ad theme concepts and appeals, new product concepts, pricing, brand concepts, brand names, and positioning strategy concepts. We select techniques quantitative and qualitative to both develops concepts, refine, and screen to access market potentials. Positioning research We offer experienced market positioning and creative branding research capabilities to define and go to market with a high impact positioning strategy. First it requires understanding the market positioning concepts, your current and potential markets, and the process needed to generate brand name impact. Customer Satisfaction Research The buzz and interest around customer satisfaction research sometimes deflates if the research design does not lead to actionable results. Also customer expectations generally rise over time as
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advances in technology in many categories boost the customers consciousness of what to expect. We build into our customer satisfaction study design action indicators to point to immediate use of customer satisfaction results. CERT Corporate Equity and Reputation Tracker measures the perception over a specific brand over a specific market/geographic location desired by the client this may include primary research and social media research desired by the client and on the objective of the analysis

Brand equity research Brand equity research measures the breadth and depth of brand power in your target markets. We use both standard and custom tailored brand equity survey measurements. A key research design is the goal of a brand equity measurement study. Advertising research Advertising research design is determined by specific advertising goals and the stage of ad development or campaign. We use a broad range of advertising research techniques including ad recall surveys, messages and theme salience and impact measures, buying motivation and association with the ad message or positioning theme. We employ both qualitative and quantitative pricing research tools. Market segmentation Market segmentation research maintains focus and delivers needed marketing information in todays moving economy where new markets and new product categories emerge and traditional market segments fade away. Market segmentation research is a way to keep your eye on the ball. Often we start the market segmentation process with qualitative research to the range and breadth of customers. Then we follow with quantitative research using appropriate multivariate analysis (cluster, k-means factor, etc) to define meaningful segments.
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PESIT, Department of MBA| Empower Research Knowledge Services Pvt Ltd

[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] Data mining

2010-2011

Data mining finding gems of insight from sophisticated or basic analysis of your internal customer and sales and margin trend data is a key first step in product and brand analysis. Simply putting marketing analysis data mining effort would search for meaning and insight among the stacks of sales data and marketing data already within a sales and marketing organization.

Vision and Mission of EmPower Research

Vision To provide the corporate world with a flexible, cost-effective extension to their internal market research and media monitoring teams Mission The 'fourth generation' of time management is primarily principle-centered. It creates the central paradigm that empowers one to see in the context of effectiveness 1.2.4 Product/service profile 1. Market IQ EmPowers Market IQ services provide custom market research to help our clients better understand trends, markets, consumers, and brands. Ours is a one-to-one model that addresses a specific question our clients are looking to answer. We subscribe to the adage that data tells a story and our focus is on helping our clients gain actionable insights from the data we gather and analyze. Our data sources are varied: primary, syndicated and institutional data, a clients internal data, traditional and social media, and various online sources; additionally, our Data IQ service
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can generate/acquire new data where required. We convert unstructured data into quantifiable, structured data, and our 360-degree analysis approach (see Analytics Plus) helps provide a more holistic picture and richer insights. Our belief is that tools alone cannot provide our clients with the insights they seek. Our Bytes & Brains approach combines technology with IP and industry-specific human intelligence: we leverage proprietary and third-party tools to gather data, but we always overlay that with analysis/intelligence from our [human] analysts because we believe that the richest, most actionable insights require a human element. 2. Brand Insights Successful companies that maintain consistent growth and tide over difficult phases are ones that understand the importance of brand reputation in influencing a customers purchasing decisions. Sustaining brand loyalty in an increasingly competitive marketplace requires constant tracking, analysis, and evolution of the brand. But determining the consumers feelings on what changes are necessary is a daunting task; EmPowers Brand Insights helps you conquer this challenge. Our proprietary Brand Equity and Corporate Reputation Tracker provide a customizable, holistic, and comprehensive dashboard to track your company and brand performance in a dynamic market where multiple stakeholders analysts, consumers, employees, regulators, and the media (to name a few) have an impact. 3. Consumer Insights Effective marketing is based on a deep-rooted understanding consumer and their needs. Every brand has its unique traits, which may not always be perceivable. We explore the core needs of target consumers to help you understand how they perceive your brand and how they relate to it. EmPowers Consumer Insights helps you position yourself most effectively via the following services:

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Consumer Profile Analysis which provides an in-depth understanding of your target customers and their preferences Consumer Spend Analysis to better understand past spending patterns and forecast future purchases

Macro Economic Trends Tracker to help you better understand the broader current and future markets

In-depth understanding of Consumer Trends in an industry or category Customer Behaviour Analysis to better understand the behaviours, needs, and aspirations of your target customer

4. Industry Insights Whether you are planning to enter a new industry, or are looking for strategies to outperform your competitors, EmPowers Industry Insights can help you. Our Industry Insights service offers the following advantages: In-depth profile of an industry in terms of size, structure, value chain, key players, trends and drivers, issues and challenges identifying the white spaces and tracking opportunities in an industry for a new or existing player Analysis and updates on the competitive landscape or initiatives in an industry SWOT analysis offering a competitive edge in todays globalized

5. Media IQ EmPowers Media IQ services provide custom Media Monitoring and Measurement via closely tailored daily/weekly media coverage reporting and analysis. Our Bytes & Brains approach combines aggregation and filtering tools with industry-specific human intelligence: we leverage proprietary and third-party tools to gather coverage information and perform an initial
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filtering pass, and then overlay that with our [human] analysts who review, summarize, tag, and prioritize each article that passes their scrutiny. This less is more approach is ideally suited for busy senior executives who need an accurate and concise report of media coverage, as well as analysis such as tonality/sentiment, themes, share of voice, channel breakdown, efficacy etc.

6. Data IQ Companies understand that effective management and utilization of data is imperative to maintain competitiveness in todays business environment. To help our clients build a sustainable competitive advantage, EmPowers Data IQ services help acquire, cleanse, enrich, and maintain data. EmPowers Data IQ services enable organizations to generate value from their intellectual and knowledge-based assets. 1.2.5 Area of operation EmPowers headquarters is situated in New York; the other distributing centers are distributed across the world such as Bangalore, London, Los Angeles, San Francisco, Cincinnati. This is a global company concentrating on global clients. Offices in 6 locations across Europe, US and Asia Distributed Account Management Capabilities 100+ Clients Globally ; 50+ Clients for Social Media Monitoring & Measurement Offshore delivery model for cost efficiency

They also have the capabilities to the following services to the world. Social Media Monitoring & Measurement Across 80 Countries, 5 Continents, 30 Languages Using whats best from multiple sources PESIT, Department of MBA| Empower Research Knowledge Services Pvt Ltd

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Access to influential Blogs, Opinion sites, and News Groups

Ownership pattern
EmPower Research was co-founded in 2004 by four distinct personalities who shared a common vision: to provide the corporate world with a flexible, cost-effective extension to their internal market research and media monitoring teams. Debjani Deb, Kyung Han, Sangita Joshi, and Shoma Bakre came together to build a company that would be a leader in Custom Market and Media Intelligence. Today, EmPower Research counts over 100 companies in their client list.The company is a LLC and listed in NYSE. 1. Debjani Deb, Co-founder and Managing Partner Sales and Marketing Debjani heads operations for Business Development, Sales, and Marketing. With her experience in strategic consultancy, she brings valuable insights in PR/Media and Market Research Outsourcing.
2. Sangita Joshi, Co-founder and Managing Partner Market IQ & Data IQ

Sangita heads operations for EmPowers Market IQ and Data IQ service lines. Her passion for solving marketing and research problems, coupled with her hands-on approach to engagements, has helped the company grow these practices into several new areas and industries.
3. Shoma Bakre, Co-founder and Managing Partner Media IQ

Shoma heads operations for EmPowers Media IQ services. She brings deep experience in media services and has been responsible for building a robust media services delivery organization from scratch. Additionally, Shoma is also responsible for EmPowers HR and Finance operations.
4. Kyung Han, Co-founder and Managing Partner Account Management and Product

Development Kyung heads operations for Technology and New Product Development. He brings valuable experience in technology, strategy consulting, and project management. Kyung has been responsible for several successful new product initiatives that have helped to win marquee clients for EmPower.
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Infrastructure facilities: EmPower has a well developed office space operating in OZONE MANAY TECH PARK in HOSUR ROAD having over 500employees capacity with well developed facilities for all the employees. The employees are placed separately according to departments.Each employee is given privacy.Every system is interconnected with LAN. There is a centralized server which provides internet to all the system. There is transport facility for employees. Every employee is provided with separate canteen facility where the employees can refresh themselves. There is a gaming facility for employees where they can play in the free time. There are few beds and sofa for the late time employees where the office runs for 24 hours. All the software is upgraded and is using latest versions of tools for measuring and monitoring. There are more than 300 employees in the distribution centre in Bangalore office. Thus the company has a very good infrastructure. Competitors Information CI Cision: Company overview: A complete PR service provider through a tool, software and service. The headquarter is located at Sweden, the company generates the revenue of $219.5 million with 2,614 employees. The company claim to fame PR software and media tools, the company concentrates on geographic area of Europe, North America & Asia. The main target segment of the company is PR/Communication professionals, media fraternity. Strengths, Weakness & Top clients STRENGTHS: Tool: Highly sophisticated Human review Technology Platform: Has worlds largest media database
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PESIT, Department of MBA| Empower Research Knowledge Services Pvt Ltd

[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] End to end media related service is covered Clientele: 90% of worlds largest PR firms More than 100 years in the business Senior analyst recommendation and expert opinions are available

2010-2011

WEAKNESS: Tool Orientation Tool sophistication takes longer learning curve Limited Customization COMPETITIVE POSITIONING:

Key differentiators: Over 100+ years in the business. 3 different tool editions to suit the clients. Very comprehensive contact database (1 million contacts)

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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] Monitors television and radio sources as well. Analytics options range from basic to tailor made service. Expert opinions and senior analyst recommendations are provided.

2010-2011

Industry expertise: Retail/CPG Advertising Communications/public relations High-tech/telecom Pharmaceuticals, Healthcare Financial services

Clients: 1. Schubert Communications, Inc. 2. StrategicLee, Inc 3. Ketchum 4. Ogilvy Public Relations Worldwide 5. Sony Electronics, Inc 6. Land O'Lakes, Inc 7. Fairmont Hotels & Resorts 8. Carbon 9. Molina Healthcare 10. EOC Ltd 11. Fareham Shopping Centre 12. Elekta 13. Swiss Post Solutions
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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] 14. Eniro

2010-2011

CI Burrelles Luce Company overview: A privately held PR service provider. The headquarter is located at New jersey, USA with 1,000 employees, the company claim to fame comprehensive and affordable service in a easy to use portal. The main target segment is PR agencies, corporate communications & media relation managers Strengths, weakness and Top clients: STRENGTHS: Tools : Highly sophisticated Customization Human review Regional strength: Strong presence in USA Technology Platform: End to end media related service is covered Membership & Partners WEAKNESS: Tool Orientation Tool sophistication takes longer learning curve Region specific: Present only in USA

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COMPETITIVE POSITIONING:

Key differentiators:

Over 100+ years in business. Partnership with sourcing agents. Tool and human touch combines. Account managers to deal with. Round the clock updates. Compatible tool. Affordability based adds on services.

Industry expertise: 1. Retail/CPG 2. Advertising 3. Communications/public relations

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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] 4. High-tech/telecom 5. Pharmaceuticals, Healthcare 6. Financial services Clients: Regional service: Arizona Clipping Service Capital Clipping service Carolina Clipping service Minnesota Clipping service Mutual press Clipping service New England newsclip New jersey Clipping service New York state Clipping service Virginia Clipping service BidSource Membership: Public relation society of America Newspaper association of America National newspaper association Software and information industry association Magazine publishers of America International associations of business communicators Suburban newspaper of American foundation American business media
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PESIT, Department of MBA| Empower Research Knowledge Services Pvt Ltd

[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] The copyright society of America

2010-2011

CI Vocus Company overview: Provider of on-demand software for public relation management. The headquarter is located at lanham, USA. (offices in London and Germany). The company generates the revenue of $85 million with 329 employees, the company claim to fame software based service model for communications professionals, the company concentrates on geographic area of US, Europe, Middle East and Africa. The main target segment for the company is communication and PR oriented professionals.

Strengths, Weakness and Top clients: SRENGTHS: Tool : Highly sophisticated Customization Partnership: Partner with leading news agencies Technology Platform: Services are also on mobile platform WEAKNESS: Tool Orientation Little or no human contribution Tool sophistication takes longer learning curve Language Only 7 languages

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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] COMPETITIVE POSITIONING

2010-2011

Key differentiators Comprehensive media database of 1.4 million journalist, bloggers and media outlets. Partnership with PR news wire. Track, analyze and report the news from 51,000+ sources. Instant need satisfaction. Service is available even on the go (through vocus mobile)

Customers: 1. AHA 2. AL dente (marketing consulting firm) 3. Allied domecq (restaurant) 4. American mensa Industry expertise: 1. Retail/CPG
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PESIT, Department of MBA| Empower Research Knowledge Services Pvt Ltd

[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] 2. Advertising 3. Communications/public relations 4. High-tech/telecom 5. Pharmaceuticals, Healthcare 6. Financial services CI Visible Technologies

2010-2011

Company Overview: visible technologies provide software designed to track and monitor online content (social media conversations and blog content) that relates to or reflects upon a companys brand, for the purpose of honing marketing strategy. Company headquarter is situated at Seattle offices in London and New York. The company generates the revenue of $10 million+ with 200+ employees, the company claim to fame visible intelligence Social media platform (Tool). The company concentrates across the globe, the target segment of the company is Global 2000 companies and agencies. Strength, Weakness & Top clients: STRENGTHS: Aggregation: proprietary data collection technology Data collection on 24*7*365 Partnership with aggregators and use of site APIs Customization: Unlimited search queries Technology Platform: New feature releases every 4-6 weeks Account Management Dedicated A/C manager for all clients

WEAKNESS:
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PESIT, Department of MBA| Empower Research Knowledge Services Pvt Ltd

[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] Tool Orientation Content filtering & spam Contextual analysis inaccuracies Limited human intervention (They have analyst intervention on a case to case basis) COMPETITIVE POSITIONING:

2010-2011

Key differentiators: Advanced technology platform for rendering which includes advanced search options and customized dashboard options. Integration capabilities with existing CRMs and platforms Human analyst intervention to set up search strings, projects and for on demand requests Multilingual processing Comprehensive social media sourcing (250 million blogs and blog hosts, 5 million forums, message boards, usenet and wikis. Industry expertise:
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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] 1. Retail/CPG 2. Advertising 3. Communications/public relations 4. High-tech/telecom 5. Pharmaceuticals, Healthcare 6. Financial services

2010-2011

Infrastructure facilities: EmPower has a well developed office space operating in OZONE MANYATA TECH PARK in HOSUR ROAD having over 500employees capacity with well developed facilities for all the employees. The employees are placed separately according to departments.Each employee is given privacy.Every system is interconnected with LAN. There is a centralized server which provides internet to all the system. There is transport facility for employees. Every employee is provided with separate canteen facility where the employees can refresh themselves. There is a gaming facility for employees where they can play in the free time. There are few beds and sofa for the late time employees where the office runs for 24 hours. All the software is upgraded and is using latest versions of tools for measuring and monitoring. There are more than 300 employees in the distribution centre in Bangalore office. Thus the company has a very good infrastructure. 1.2.9 Achievements / awards Awards and recognition for EmPower

Recognized by the International Association of Outsourcing Professionals

(IAOP) for being amongst the best 10 rising stars in Revenue Growth, Employee Growth and as the best 20 rising stars by Region Serve.

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EmPower selected in the featured list of vendors in the Black Book of

Outsourcing.

Selected and named as one of the 50 companies in the NASSCOM EMERGE

50 list

Ms. Sangita Joshi, one of EmPowers Managing Partners and Co-Founders, has

been presented with the Star Entrepreneur Award at an International Summit in Mumbai, India.

EmPowers Sustainability Initiative received TCP-India Acclamation in early

2009.

EmPower Research has been ranked #762 in Inc. Magazines 5000 fastest

growing private companies in America list. As Inc.s honouree.

Work Flow Model

Selection of Industry Prospecting the Clients

Pre-approach

Understanding the Clients Problem

Establishing contract with Clients

Approach

Defining the solution requirement by Client

Maintaining relationship with Clients

Settlement of Contract

Resource allocation for each project

Generation of reports w.r.t pre-established Period

1.2.10 Future growth and prospectus

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Social media is an emerging market in recent times. So the future in this industry is strong and content. Social media monitoring is the current trend and will have a huge opportunity for emerging markets across the world. The present revenue is around $10billion and the projected revenue for 2011 shall be $12billion. The process and growth and prospectus shall be continuation from the previous year. The policies shall be as follows: Rectify process related issues Emphasis on collaborative qualification Maintaining Win-Loss trackers and analysis Productivity gains to accommodate larger work-stack Domain specializations within the team Building Reusable components Brand / Category research for adhoc opportunities Data mining management

The company shall focus on these following aspects in the future prospects. The components they usually focus will be Knowledge management, CI, People development, Marketing support, Knowledge centre

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Mckinseys 7S FRAME WORK Developed in the early 1980s by Tom Peters and Robert Waterman, two consultants working at the McKinsey & Company consulting firm, the basic premise of the model is that there are seven internal aspects of an organization that need to be aligned if it is to be successful. The 7S model can be used in a wide variety of situations where an alignment perspective is useful, for example to help you:

Improve the performance of a company. Examine the likely effects of future changes within a company. Align departments and processes during a merger or acquisition. Determine how best to implement a proposed strategy.

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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] 1. Strategy:

2010-2011

Strategy is a unified,comprehensive,and integrated plan designed to assure that the basic objectives of the enterprise are achieved. We, the EMPOWERRESEARCH company follows a model Media Maturity Model (MMM) which signifies that customizing and satisfying the clients requirements.

Valu

Need

Media Maturity Model Of EmPower Research

We at Empower believe that the clients Value and Need for the report /data will be a quite inverse proportion and hence we make strategies such that to make the customer is at level 1 i.e. Content Aggregators, to include to Media Monitoring from the same. If the customer is at level 2 i.e. Media Monitoring Company will try to get Media Measurement. If customer is at level 3 Media Monitoring, company will try to pull Research from the customer. Strategy of the company is to pull customer from one stage to another and finally get in all the four services that Empower Research provides.

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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] Similarly if the customer is At Top level and requirements. 2. Structure :

2010-2011

i.e. Research, company will try to get in to

other three aspects by providing discount others, also give suitable services according to needs

The structure of Empower Research has many Varity with different departments. There are 4 main divisions in the company.

1. B D (Business Development) 2. Operations 3. Account Management 4. Delivery Let us consider individual departments and the structure of each division.

i.

Business Development:

As the name suggests the team works for business development which meets the clients and has the direct contact with the clients. They have two divisions consists of inside and out sales team. Every employee should have a basic graduation with MBA and a little amount of industry exposure would be hired for the team of Business Development.
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Business Developmen t

Rest Of World

United States

Inside Sales Field Sales

Inside Sales Field Sales

Presales + Data mining

Pre sales team At Delivery Centre at Bangalore, Main task is to generate leads by Mining. Presales team works in Co-Ordination with field sales team provide them the service of campaign management which are required by the field sales team. Inside Sales team does the preliminary job of generating required leads with respect to industry to target like CPG ,TECHNOLOGY, PHARMA,HEALTH CARE etc., with the targeted Designation like Brand Manager, Marketing Manager , Media manager, Research Manager ,Communication manager, Public relations manager, Competitive manager and the Respective Directors , VPs, CEOs. Business Development team takes the required input from Presales team and target the mined contacts by sending E-mails and Calling individually to all the targeted contact. ii. Operations:

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Operations

Facility

Finance

Human Resource

Information Technology

Infrastructure

Billings

Compensation

Procurement

Taxation Investments Workforce Mgmt Legal

Maintenance License

Renewal
Issues Mgmt

House Keeping

Compensation

Resourcing

Database Mgmt

Information Technology includes following functions such as: a.Procurement: These people shall look after the formats and documents which we need to send to the customers.
b.

Maintenance: Maintenance includes maintaining severs, intranet, system

maintenance, software Maintenance. c.Licence Renewals: It takes care of different licence renewals which includes renewing agreements, policy renewals, and all the aspects of internet licence renewals. d. Issue management: It takes care of all the issues related to running,

managing, maintaining all the aspects of Information Technology.

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e.External Database: External database deals with maintaining all the data which is required for all the operations in the company. It deals with the database of the customers which we get from the external sources like Naukari, Just dial etc.

iii.

Account Management

Account Management

Key Accounts

Non-Key Accounts

Dedicated Account Manager

Account Manager

Account management people will look onto the accounts and the balance sheet of the company. These people shall have two divisions named 1. Key accounts: These are the people who look after the accounts of the main big clients like P&G, HUL, J&J etc. They maintain the accounts which give major revenue to the company.

2. Non-Key accounts: These are the accounts where there is no major revenue to the company. These will be the small firms which gives some part of revenue. The people who maintain do come under this category.

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iv.

Delivery
Director 1
Research on Demand

PML PML

Director 2 Deliver y
Information Support Services

Delivery Team

TLS
Sr. Manager

Sr. Analyst Director PM

Media Analyst Media Analyst

Media Monitoring Sr. Manager

PM

Research On Demand has two directors because it invoives vigiour data analysis , it reqires comprehensive efforts from the team and need to take care of all the possible ways , in all directions. Under each Director there is Project management layer which includes project manager and under project manager there is a delivery team under them. 3. Systems : Formal and informal procedures that govern everyday activity, covering everything from management information systems, through to the systems at the point of contact with the customer (retail systems, call centre systems, online systems, etc). We at empower holds different systems as: Quality management system.
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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] Management Information system. Internal Communication System(EXODUS) MS OFFICE which is the heart and soul of the activities we process Quality management system:

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The quality of the different services have been ensured by different systems like Programming logic programming completencess, Formatting, Survey links, Data integrity. The quality is maintained in different steps of research by using different modern software like. Statistical package of social science (SPSS). Through SPSS they provide a 360 degree analytical process- from planning to data management to analysis to sharing results and it all works together. Their Capabilties using SPSS (Statistical Package for the social Sciences). Prediction for numerical outcomes and identifying groups like factor analysis, two step cluster analysis, K-means cluster analysis, Hierarchical cluster analysis, Discriminate analysis, Linear regression, ordinal regression, Principal components analysis. Statistical analysis system (SAS). SAS will help you to comprehend your past, observe the present, and foresee outcomes as you gain momentum. SAS can collate data from across your organization; deliver easy access to reporting and analysis to all levels of users. Decision-makers can arrive at answers in a simple manner owing to the easy-to-use interfaces; it saves time and helps them to make effective decisions. . Thus the system in EmPower is interconnected and well communicated within the department and work together for projects to become fruitful. EXODUS an internal communication application developed inhouse and helps for effective internal communication

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[A STUDY ON CUSTOMER PERCEPTION W.R.T DELL STREAK TABLET PC] 4. Style :

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EmPower Research follows a democratic style of leadership. We have flat organizational structure. All higher authorities are task oriented owners. Here there is a hierarchy in the organization but the top management shall work with the project leader and other employees for the betterment of the projects. The assign the project with no much restriction which is time bound with a quality work in it. Their policy is quality work can be expected from the employees with their talent not through force. Employees are energized and supported with lots of appraisals which increase the strength and motivate the employees to perform the work better. Achievement/Effort establishing and maintaining personally challenging achievement goals and exerting effort toward metering tasks . Initiative willingness to take on responsibilities and challenges. Dependability being reliable, responsible, and dependable, and fulfilling obligations. Innovation creativity and alternative thinking to develop new ideas for and answers to work-related problems.

Adaptability/Flexibility being open to change (positive or negative) and to considerable variety in the workplace and employees hold very flexible time shifts of working 8 hours a day as per the employee wish.

5. Staff : EmPower has an hierarchy of communication of employees. There are mainly 6 departments in the organization where the people should be reporting to their Dept. managers. There are around 300+ employees in the organization in Bangalore working for Empower who holds varied skills mostly MBAs. Among 300+ employees around 100 are in Media monitoring team and 60 members in Research on Demand team. The selection of the employees goes through varied stages where experience plays a prominent role. They usually look for at least 1 to 2 years experience in research field and the institution of education also plays a prominent role of being selected

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In the media monitoring they look for a candidate who is first class in his graduation and has good computer knowledge. For Information support system (ISS), they look for candidates who are a graduate in any disciplines with good computer skills. Both of them look for the information and work for the projects of clients. There is a technical team which looks up the server and computers and operating systems and software to be installed and many technical aspects which is involved in the requirements of the system. The Business Development needs MBA background that shall have good communication skills and communicate with the clients& good computer knowledge that should prepare and send the proposals for the clients. These are the pillars of the company where they shall look on to the prospective clients and communicate with them. They hire employees as intern and they shall recruit the interns as employees in their organization as they will reduce the training cost of a new recruited employee. 6. Skills : All the employees in EmPower should have computer operating skills where they should know to use internet and work in MS Office where they should prepare report and document them what they have monitored and observed. The employees should also know to operate different software used for monitoring and measuring the clients requirements. As the company works for monitoring social media they should know about using the social media sites like Face-Book, LinkedIn, Twitter, Blogs, and Forums etc. They should know to analyze the required data from these social media sites. The company uses certain tools for measurement and many analyses such as systemosis, meltwares, radian6, duzmatrix etc, where the employees should be aware of the usage of these softwares. Research analyst in ROD department should know the process of analyzing and measuring the theoretical information and quantify them. These research analysts shall analyze the data which is been found out and give the results to the clients. These employees should have the skills of analyzing. 7. Shared Values :
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Achievement Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement. Independence Occupations that satisfy this work value allow employs to work on their own and make decisions. Corresponding needs are creativity, Responsibility and Autonomy. To achieve this they are committed to their Core Values : Customer Centricity. Excellence Integrity Intellectualism Innovative Openness Respect The employees are very close with the higher directors of the company. The directors shall look after the subordinates and teach them what is required for the projects and any new concepts and methods to the employees. They integrate all the employees of different departments in the company for every project that they handle.

3. SWOT Analysis of Empower Research

Strength: 1. The company is purely research oriented, which has more value.
2. It works on the basis of thought leadership and flexible to expand the product portfolio.

3. All the services are differentiated to different customers and its well customised services
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4. HUMAN ANALYSIS over the Social media adds points to gain an edge over the competitors. 5. The organization narrow structure hence wide span of control is possible Weakness: 1. Lack of tools and upgraded software and products for monitoring and analysis
2. There is no delivery centers across US and Europe

3. Lack of advertisement and promotions Opportunity: Market is moving towards social media maturity levels which makes more viable business for this market Customers list is growing who are strong sources of reference.
No existing market leader yet in ASIAN market. The value of analytics in India is readily growing and thereby rendering service for better

profit making and running the business well. India is witnessing a retail revolution, and all major Indian business houses are a part of it of which the industry is increasingly finding profit. Threat: There is a use to inflow of many kind of research providers which is diluting the research industry The business is easily copied and threat could happen from a new entrant Rapidly changing technology in terms of software, tools and techniques. New domestic companies are emerging in the analytics industry.
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The market is changing dynamically so maintaining data is a tedious job.

The growth of the industry is being restricted by the inadequate talent pool as a

whole in India.
1.

LEARNING EXPERIENCE

Corporate exposure: The project helped me to understand the functioning of the organization and the ways the firms specifically ITES functions. Team building method: The study helped me to experience how to work in a team, how to make good communication between team members, and effective ways that generally followed to complete the work in due time before the deadlines. Research procedures: The study helps me to understand how the market research companies follow up the situation and the basic ways of processing a problem and an closure model. Practical knowledge about the overall functioning of the organization: The project helped to know the practical aspects of the theories which I learned in the class room and to my knowledge I fully enjoyed the work.

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