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TABLE OF CONTENTS

CONTENTS
A) Introduction B) Position of WIPRO in PC Value Chain Model C) WIPRO Corporate Profile D) Product Line of WIPRO India E) Time Line F) WIPRO Support Business Model G) Spare Logistics Support H) References

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ABSTRACT
The major work in this thesis has been done with a view of finding out gap areas of existing service revenue initiatives of WIPRO India and finally to give suggestions and strategies to address the same. The summer internship consisted of 2 months from August, 2009 till October 2009. During the course of my thesis at WIPRO India; I have gained valuable insights into the IT Services sector and more particularly how WIPRO India operates in this domain. I was given the opportunity to study their operations in detail and finally apply my newly gained knowledge in devising various strategies to increase the service revenue for WIPRO Ltd. I was given the opportunity to interact with WIPROs authorized service providers (ASPs) and WIPRO resellers. This was important because WIPRO has an indirect mode of operations for disbursing its IT services in India. The ASPs were the main interface of WIPRO with its customers and also prospective customers. Also the ASPs are an important source of market intelligence and valuable data on WIPROs major competitors can be gained from them. Based on this service model; I applied Agency Theory in the theoretical framework of my research to find out gap areas. Agency theory explains how to best organize relationships in which one party (the principal) determines the work, which another party (the agent) undertakes. The theory argues that under conditions of incomplete information and uncertainty, which characterize most business settings, two agency problems arise: adverse selection and moral hazard. Then in the next phase of my research I developed questionnaires; and duly got them filled from many of the ASPs in the Delhi region and also WIPRO resellers in the Delhi region.

In analyzing the results, I also made use of a mathematical modeling technique called Analytical Hierarchical Process (AHP). This was used to develop a model by which WIPRO service initiatives could be ranked in real time against its major competitors based on certain decision criteria. AHP was implemented on Expert Choice-11 software. Finally based on my research work and identifying the gap areas, I made a Marketing Plan for WIPRO Services for 2009. The marketing plan was based on several marketing tools like Multiple Factor portfolio matrix, SWOT Analysis and suitable strategies were formulated.

DESIRED AREA OF RESEARCH: MARKETING PLAN FOR CUSTOMER SUPPORT (MARKETING)

TITLE OF THE THESIS Finding out the gap areas in existing initiatives of WIPRO Customer Support department and suggest marketing plans thereof.

RESEARCH OBJECTIVE PRIMARY OBJECTIVE 1. Background study of the operation of WIPRO Customer Support Department. Detail study of the existing service revenue initiatives. Finding out the gap areas in existing initiatives and suggest sales & marketing plans thereof. SECONDARY OBJECTIVE 2. Study Indias service revenue market and suggest opportunities for Wipro along with detailed sales and marketing plan. 3. Sales call, lead generation and closure.

A. METHODOLOGY

Step I

The questionnaire is framed for Authorized Service Providers (ASPs) so as to extract data on the following parameters:

Visibility: - To check the visibility of WIPRO. As a service providing organization in the field of IT products & Services in India. Market Demand: - To gauge the market demands for various WIPRO Service offerings. Identification of new service offerings: - To get valuable inputs from the ASPs so as to identify new areas of opportunities for WIPRO. To position its service offerings. Clarity: - To check the level of clarity of the ASPs in disbursing service offerings from WIPRO. Brand Image: - To check the brand image of WIPRO. As a service organization. Range of service offerings vis--vis its competitors: - To have an idea as to how WIPROs Service offerings fare vis--vis its major competitors in India. Awareness: - To gauge the overall awareness and understanding of WIPROs ASPs in terms of current service offerings from WIPRO. Level of formalization in Selling Services: - To have an idea as to how systematic the ASPs were when it came to selling the various service offerings from WIPRO. Achievement of Sales Target: - To check how the ASPs were achieving their sales targets if or any targets given to them from WIPRO. Or made by them.

Step II

After the questionnaires for the ASPs and the Resellers were finalized, I would start taking appointments followed by the daily visits to the ASPs and the Resellers to obtain the valuable input regarding the various loopholes (if any) in the service revenue area to achieve maximum returns from this area.

Step III

After all the questionnaires would be complete, I would be left with both quantitative and qualitative data. For analyzing the quantitative data, I would use graphs and pie charts to make out important inferences. The qualitative data which I would have in terms of open ended questions would pose a unique challenge for me as to should I quantify it. To overcome this problem I would use Analytical Hierarchical Process Technique (AHP). Consequently the AHP technique would be used to come out with valuable suggestions to address the gap areas identified by the research. SCOPE OF THE STUDY

The study would be conducted for India, New Delhi (covering 11 Authorized Service Providers and 16 Resellers of WIPRO).

The Service would be from a Known brand (i.e. services from WIPRO). Time Scope Mid-April to Mid-July

INTRODUCTION TO THE AREA OF RESEARCH IT Services is a fast growing business in India these days. Due to the Internet boom and high growth of PCs in the Indian market has driven this sector for the last decade now. Currently there are a large number of players in this sector ranging from large MNCs like IBM, Wipro, and HP-Compaq to Indian Software & Service majors like Wipro, Infosys etc. Same is the story for the plethora of IT services currently being offered by these companies ranging from Annual Maintenance Contracts (AMC), warranty services, end to end solutions like Facility Management solutions etc. Also in todays business environment of cut throat competition IT Services become an important differentiation tool and thus developing core competencies in the IT Sector. The major work in this thesis has been done with a view of finding out gap areas of existing service revenue initiatives of WIPRO and finally to give suggestions and strategies to address the same. During the course of my thesis at WIPRO; I have gained valuable insights into the IT Services sector and more particularly how WIPRO operates in this domain. I was given the opportunity to study their operations in detail and finally apply my newly gained knowledge in devising various strategies to increase the service revenue for WIPRO

PHASE I

Background study of WIPRO Customer Support Department

INTRODUCTION
UNDERSTANDING WIPRO
Wipro Infotech is the leading strategic IT partner for companies across India, the Middle East and Asia-Pacific - offering integrated IT solutions. We plan, deploy, sustain and maintain your IT lifecycle through our total outsourcing, consulting

services, business solutions and professional services. Wipro Infotech helps you drive momentum in your organisation - no matter what domain you are in. Backed by our strong quality processes and rich experience managing global clients across various business verticals, we align IT strategies to your business goals. Along with our best of breed technology partners, Wipro Infotech also helps you with your hardware and IT infrastructure needs. Wipro Infotech is a part of USD 5 billion Wipro Limited (NYSE:WIT) with a market capitalization of USD 24 billion. The various accreditations that we have achieved for every service we offer reflect our commitment towards quality assurance. Wipro Infotech was the first global software company to achieve Level 5 SEICMM, the world's first IT company to achieve Six Sigma, as well as the world's first company to attain Level 5 PCMM. Currently, our presence extends to 9 regional offices in India besides offices in the KSA, UAE, Taiwan, Malaysia, Singapore, Australia and other regions in Asia-Pacific and the Middle East. WIPRO is one of the pioneers in the Indian IT market, with its origins in 1976. For over quarter of a century, we have developed and implemented solutions for multiple market segments, across a range of technologies in India. We have been in the forefront in introducing new technologies and solutions.

Research & Development Wipro annually invests approximately 5% of its revenue on IT R&D, and employs more than 1,000 engineers and scientists. To encourage innovations, they have established an institutional patent application procedure and invention award system, which has resulted and continues to result in the development of many state-of-the-art leading-edge products as well as a vast

range of intellectual property portfolio. To date, Wipro owns 700 patents in over 27 countries. Some of these outstanding intellectual properties include: Chip-Up technology, the world's first single-chip CPU upgrade Achieving maximum transfer rate in parallel port to serial channel data conversion.

Screw-less hinge and peripheral connections in a multimedia notebook Synchronization technology. Multi-chip co-ordination bus and heat sink designs. Technologies related to Remote Diagnostic Management System. Upgrade of Pentium processor to a multi-processing system. Bus compatibility technology and heat dissipation design. Wipro CD-ROM drives technology in anti-vibration, circuitry and fast data

access. Multi-station video memory. Video conferencing system. PCMCIA card connector. Innovative casing designs. Wipro BIOS. DASP (disk anti shock protection) on notebook.

The first round of IT initiatives related to the 1998 restructuring covered several major areas:

Global Network: The decision to re-architect the companys global

network is the example of trying to use resources better across the Wipro group, which had thus led to the number of networks being run by different

business units, with little flexibility in the way network resources can be used or shared.

Supply Chain: The implementation of i2 logistics software on a global

basis within the APIG and Wipro Semiconductor groups had led to better planning, shorter cycle times and reduced inventory, thus a better supply chain management.

Customer Service: The implementation of Siebel 99 customer relations

software worldwide to improve customer service (i.e. to support multinational customers and travelers they integrated cross-geography customer service database).

E-Commerce for the PC Business: The implementation of Shop Wipro

online site, the volume of sales had been increasing regularly (US being the test market for internet sales because of its better strategies and infrastructure). Ecommerce initiatives for the PC business are being carried out under the Wipro information Products Group.

Extended Enterprise Initiatives: The idea of linking its information

system to those of its customers and suppliers via Electronic Data Interchange brought a great deal of success. It plans to develop links with other customers using EDI or business-to-business e-commerce applications. It is also studying whether Wipro should develop a community network with its suppliers. Figure 1.1

Client-Server Strategy
The organizational structure of WIPRO is based on the principle of independence and co-operation among our various Strategic Business Units (SBUs) and Regional Business Units (RBUs). It fosters quick decision-making and fast implementation, which enables us to stay responsive to fast-changing local markets. Though independent in terms of operations and decision-making, each WIPRO business unit enjoys the benefits of belonging to a mutually cooperative network of companies, which share a cohesive, overall strategic direction.

POSITION OF WIPRO IN THE PC VALUE CHAIN


COMPONENTS
WIPRO Strategic Business Units Memory BIOS Chipset Motherboard CD-ROM Power Supply Keyboard Add-On Cards Monitor

Outside Suppliers Hard Disk Drive Microprocessor

FINAL SALE, SERVICE PC ASSEMBLY AND SUPPORT

DISTRIBUTORS MARKETING

End Users WIPRO Strategic and Regional Business Dealers Units Business Government VARS WIPRO Regional OEM Customers Consumers Retailers Business Units (IBM, Fujitsu, Canon, etc) Distributors Education System Integrators

Figure 1.2

The model of support delivery is indirect which means that Support Providers impart the regular service delivery. WIPRO India provides the back end technical support and spares support. The overall accountability of support lies with WIPRO India. There are following category of support providers:

Authorized Service Providers (ASPs) - For Desktops and Servers WIPRO Care Clinics (ACCs) - For notebooks WIPRO Certified Storage Partner - For Storage

Repair vendors - For TFT Monitors, CRT Monitors, LCD Monitors

Authorized Service Providers (ASPs)

Only ASPs are authorized to carry out installation and on site warranty support. Resellers, who do not have ASP accreditation, are not authorized to carry out installation or on-site support. The selections of ASPs are based on various parameters with an objective of providing highest level of service to the customers. Technical and operational audits are conducted regularly for these partners. Frequent training programs are also conducted for the ASPs. Currently, WIPRO India has 155 service partners across the country. These partners are located in 79 cities.

REFERENCES
I Books referred
1. Marketing Management by Philip Kotler, Eleventh edition 2. The essence of Services Marketing by Adrian Payne

3. Marketing Research; an applied Orientation by Naresh Malhotra 4. Data Analysis and decision making by Albright, Winston and Zappe

II. Journals referred


1. Harvard business review 2. Sloan Management review 3. Journal of consumer behavior

III. Websites referred


1. 2. 3. 4. 5. 6.

Dataquest (India) http://www.dqindia.com/ WIPRO India Website http://www.WIPRO.co.in/ NASSCOM http://www.nasscom.org/ IDC India http://www.idcindia.com/ Knowledgestorm Website http://www.knowledgestorm.com/ Google Search http://www.google.co.in/

IV. Software used:Expert Choice ver.11 (trial version downloaded from http://www.expertchoice.com/)

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