ACKNOWLEDGEMENT

the satiation and euphoric that accompany the successful completion of task, would be incomplete without the mention of the people who made it possible. after all, the success is the epitome of hard work, severance, undeterred, zeal, stead fast determination and most of all encouraging guidance. so with immense gratitude, i acknowledge all those whose guidance and encouragement served as a beacon light and crowned our efforts with success. i sincerely thank Mr. Syed faisal ali, for giving us an opportunity to take up this research. i thank her for being a constant source of inspiration and encouragement with a deep sense of gratitude and indebtedness, i sincerely and whole heartedly thank Prof. Mohd.ali & Mrs. Puja johari my project guide for giving me valuable suggestions and advice throughout the execution of the project. last but not the least, i would like to thank almighty god, my parents, and my friends who helped me gather these data and have sat with me for hours discussing about the project.

PREFACE

Modern organizations are highly complex and dynamic systems. They operate under very turbulent social economic and political environment. They are required to reconcile several incompatible goals. Conflicting roles and divergent interest they are also fraught with the use risk and uncertainties, hence tactful management of such organization to plan to execute guide, coordination and control the performance of people to achieve predetermined goals. Management has to keep the organization vibrant moving and in equilibrium. It has to achieve goal which themselves are changing it is therefore a problem highly complex and ticklish. The marketing research is the process which links to manufacture, dealers and individuals through information in important part of curriculum of Post Graduate Diploma in Management, programmed is project taken by the students in any business organization, after completion of third trimester of the programme.The objective of this project is to enable the students to understand the application of the academics in the real business life. I am fully confident that this project will be extremely useful to the management.

STUDENT DECLARATION

I am the student of Saraswati Institute Of Management & Technology (Rudrapur) pursuing (BBA), hereby declare that this dissertation (Market Share Capturing Strategy of Dell in U.S. Nagar) has been prepared on the basis of the information provided and the work assigned to me. all the data given, is true to the best of my knowledge and prepared by my on efforts and with the consent of the concerned industry guide and the faculty at the college. the recommendations are made keeping al the costs, expenses, and technical barriers as constant, dissertation is the result of my own efforts Market Share Capturing Strategy of Dell in U.S. Nagar, prepared by me is my original work. this report is totally prepared up to my own efforts and has not been copied from any other sources.

Supervisior Signature Mr. Syed Faisal Ali (Faculty of mgt. dept)

HOD Signature Mrs. Puja Johari

Name of Candidate Mohd. Faizan BBA VI sem Roll no. 83607

SARASWATI INSTITUTE OF MANAGEMENT & TECHNOLOGY (RUDRAPUR)

CONTENTS CHAPTER-1 1- INTRODUCTION 2- OBJECTIVE OF STUDY 3- SCOPE OF STUDY 4- RESEARCH METHODOLOGY CHAPTER-2 1- INDUSTRIAL PROFILE 2- COMPANY PROFILE CHAPTER-3 1- BODY OF PROJECT CHAPTER-4 1- DATA ANALYSIS 2- SWOT ANALYSIS CHAPTER-5 1- SUGGESTION & RECOMMENDATION QUESTIONAIR BIBLOGRAPHY

INTRODUCTION

Dell, Incorporated is a computer hardware manufacturer and distributor. The company is one of the world's largest computer distributors in terms of both quantity of units sold and gross income, and one of the United States' largest corporations. From 1999 until 2006 Dell delivered more complete computer systems worldwide per quarter than any other PC manufacturer. However, a bad reputation stemming from poor customer support had seen Dell's market shrink, with rival Hewlett-Packard outselling Dell for the first time in Q4 2006. Dell is now attempting to improve it's image with Linux-based desktop and laptop models, a community-driven idea generation website, and a move to less expensive AMD processors. Most of Dell's products are IBM PC-compatible desktop, laptop, and server computers using Intel or AMD processors. The company also markets a line of HTC-produced handheld computershand, rebranded computer peripherals such as keyboards and mice, and Sony-developed monitors and televisions. Other Dell-branded peripherals such as scanners and printers are often designed in-house with production outsourced. Dell also distributes third-party hardware such as gaming consoles from Sony, Nintendo, and Microsoft. Often Dell will market via the company website third-party devices that compete with it's own products, such as the Palm Tungsten handheld that competes with Dell's own Axim line. Dell Computer was founded as PC's Limited in 1984 by university student Michael Dell. Selling assembled computers from his dormitory room, Michael abandoned the university during the planning stage of his first in-house computer design in 1985. The company was so successful that within two years PC's Limited had distribution offices in Europe, and changed it's grammatically-incorrect name to Dell Computer Corporation. By 1991, seven years after selling it's first computer, Dell Computer Corporation was listed in the Fortune 500. With much experience in mail order telephone sales, Dell was one of the first companies to offer computers for mail order via the Internet. The Dell Coupon program made many Internet models cheaper than other brands, and continues to be popular to this day.

OBJECTIVE OF THE STUDY

y

Market Expansion and Penetration: Dell is renowned for its market expansion in laptop and desktop Pcs & printers worldwide, thats why we can see different brands expansion in model & series e.g. XPS. Market penetration is the key to success for dell because through this pricing strategy dell is offering its new hi-tech and high spec products at low prices to its customers all over the world.

Product Development Dell is continuously launching new series of its existing and new Products (, OptiPlex, Vostro, Inspiron, latitude etc.) in the market like

Entry into new markets: Dell is entered in to new market of non IT based Products such as LCD TVs, Mp3 Players and PDAs. Strategic Objectives Dells CRM Strategic Objectives (14) Dell Corporation is intending to make the most of every single touch point with the customers in order to build and expand the relationships with customers. Here are the CRM objectives of DELL: Better customer loyalty Greater customer satisfaction Higher-sales and marketing performance Improved marketing efficiency Stronger brand consistency Improved customer profitability More cost-effective customer service.

SCOPE OF THE STUDY

Vision Statement It is the most preferred employer and principal taking leading edge IT product and service to the masses through sustained excellence. Mission Statement We shall increase the shareholder value by improving the PAT through free cash flow, reducing the BR cycle, inventory levels, wastage. Quality Policy Statement We shall deliver defect- free products, services and solution to meet the requirements of our external and internal customers the first time, every time

RESEARCH METHODOLOGY

RESEARCH PROBLEM DELL Corporate selling and feedback and market share of DELL and compared to other IT companies. The business of DELL and the company through its researchers wants to know the potential in order to expand and retain its market share

RESEARCH DESIGN Determined the Information Sources: The researcher gathered data through secondary sources PRIMARY DATA is collected through questionnaire, search and research through place where today's computer has been mostly used SECONDARY DATA is being search sites like magazines, newspapers, journals,websites and the data has been collected through other approaches.

DATA COLLECTION I collected information through the official websites, magazines and journals. DEVELOPED THE RESEARCH FRAME: This included deciding upon various aspects for the project on which the entire research is based. The research frame included:

NATURE OF STUDY The project on which the researcher worked is descriptive and inferential in nature.

DATA SOURCE: The researcher took the help of both primary as well as secondary sources. Secondary sources being interaction with various IT people of the selected and has been chosen for the research by the researcher. Secondary sources being the internet as the medium and the official sites of the companies of IT sectors and corporate selling and feedback of DELL.

INSTRUMENT USED The researcher for the research used a Questionnaire cum Schedule for market research for both the segments horizontal and vertical. The Questionnaire was prepared by the researcher and Schedule was provided by the company in which the researcher did its research report.

SAMPLE SIZE Sample size for the research is fixed. It counts to 55. That is the DELL companies and corporate selling and feed of DELL in comparison between other IT sectors.

ROLE OF ADVERTISEMENT
Advertisement plays an important impact on consumers to purchase desktop pcs of brands. Now a day we see that each and every company endorsing brand ambassadors so that to attract customers and make their customer base more & more. IBM has signed Saif Ali Khan to endorse his products Shahrukh khan was endorsed by Compaq so that more & more computes can be sold out.

Indian PC Market to Show Double Growth than the World

PC market in India will likely grow at 20%, almost double of global PC market this year, as per Gartner, the research firm. However, the growth in Indian PC market will be five percentage-points lower in comparison to what it was last year (2006). Gartner forecasts that PC makers will ship 255.7 million units worldwide this year, a 10.5% increase from 2006. Revenue, on the other hand, is projected to increase only 4.6% to US$213.7 billion, as average selling prices continue to drop. In 2007, worldwide shipments of PCs are expected to increase 10.5% from last year to reach 255.7 Million units. On the other hand, the revenues are anticipated to grow just 4.6% and reach US$ 213.7 Billion with continuous decline in average selling prices. Emerging markets will play a key role in this growth. Emerging markets and mobile PCs will continue to provide growth. However, falling average selling prices (ASPs), slowing replacement activity, and further declines in mature market desk-based PC shipments will keep PC vendors under pressure to rationalize their operations or exit the market, as per George Shuffler, research director with Client Platforms Markets Group of Gartner Dataquest. The statement appeared in India Times InfoTech on March 21, 2007. As said by IDC, PC shipments in India increased 25% in 2006. The consumer and the SMB segments will be the major drivers of the Indian market. High demand for mobile PCs bolstered the growth, overtaking sales in the desk based segment. In addition, with a greater focus given to egovernance, the government spend is expected to propel the market further, said Gartner Indias principal analyst, Dipteral Chakraborti while commenting on Indian market. India Times InfoTech published this statement on March 21, 2007.

As per the RNCOS report Portable Electronics Market Worldwide (2006) , a fundamental move toward mobile computing going on in the market is Making significant contribution to the top line growth. Marketing Strategies of Each company to attract Customers Now a day every companies playing strategies so as to attract customers and increase revenues and also customer base. Pent-up demand, attractive price points and economic stability propelled PC growth. PCs are acting as entertainment centers with TV functionality, supported by the digital sound experience and large screen displays.

Some of the Strategies They Are Playing Vista and Office 2007 hit the market Microsoft has opened the doors for consumers to Purchase its latest Operating System, Windows Vista and Office 2007 with a grand launch across 70 countries. Microsoft released the latest version of its operating system Windows Vista and Office 2007 for corporate customers in November 2006. Now it has launched the software for the masses, i.e. non corporate consumers. The consumer launch took place on 30th January across 70 countries. Windows Vista is the first major Windows launch by Microsoft since the launch of Windows XP in 2001. These products are launched to wow customers with features like enhanced security, better search, improved parental control and an all new interface. According to Ravi Venkatesan, Chairman, Microsoft India, This is the launch of the decade for Microsoft and the biggest for us in India, with the design of this product we have dealt with the security issues. In India, OEMs including DELL, HP, Lenovo, Sahara, Wipro and Zenith are launching Vista compatible PCs. Windows Vista and Office 2007 will be made available to the public in several editions. The consumer editions are Windows Vista Ultimate, Windows Vista Home Premium, Windows Vista Home Basic and Windows Vista Starter. Vista is being shipped in 18 languages including Hindi. Extending the Indian language support, Microsoft will have 13 more Indian languages including Telugu and Marathi and support for these is expected by early 2008. Office 2007 comes in two consumer editions-Office Home & Student 2007 and Office Basic 2007.

MARKETING & SELLING STRATEGY

REVISITING THE LOW-COST PC MARKET

A computer at nearly one-third of current prices is a dream for most Indians. And yet, buyers are not holding their breath for these devices. For experience has proved that expectations are seldom met. However, this time around, those propagating low-cost computing solutions have taken a different route. Chris Ann Ricardo elaborates on the difference. The buzz is in the air again. PC manufacturers are excited. Users are expectant. Even institutions like the IITs are enthusiastic. The reason: Indias dream of an affordable PC (priced below Rs 10,000) is ready to hit the market. For nearly a decade this dream has struggled to become a reality. India Inc. has made many noteworthy attempts in the past to introduce low-cost computing solutions, but in vain. Be it Wipros Janata PC, enabling Technologies e-mail device, station, or the much-talked about handheld device, the Computerall brilliant concepts that have not quite made it commercially yet. The company net core is doing groundbreaking work to make possible the Rs 5,000 PC (5KPC), says that if the price point of a PC comes down between Rs 5,000 to 10,000 per user, India has the ability to absorb 10-20 million PCs a year for the next several years. This potential gains further significance when one realizes that the present market size is just two million PCs a year! In the last 20 years the installed base has barely crossed six million PCs in India. According to Richard Brown, director for International Marketing at VIA attributes this sudden interest by vendors to the "real growth potential" of the low-cost PC market."I remember five to seven years ago when the first $1,000 PC appeared (introduced by Compaq), people wondered if the price point was for real. And since then there has been a continuous push down in the price points for PCs, which is a sign of commoditization of the industry. For a long time the industry has resisted moving to lower price points, and now they are actually seeing that there is demand in that space and they are buying into it," he says.

CHANGING TRENDS IN PC MARKET With prices of PCs being slashed, the education sector is expected to personal computers.  see a high demand for

Consumers are shifting their focus of PC computing from an average system to one that is closer to a high-end system and upwards. The need for the most powerful multimedia computers is increasing. Linux might gain ground in the government and defense sectors. Customers, both in the consumer as well as in the commercial space will demand better service levels from vendors.

 

  

Service and support is going to be a critical aspect of vendor strategy. Depreciation period of IT products should be reduced to further boost growth. The desktop space will see more and more entertainment-oriented features getting integrated into the normal PC. The enterprise space will witness more stress on security, CO, manageability and multiple levels of redundancy, among others Companies, which will offer affordable innovation will gain market share. Unicode will drive PC penetration into rural markets SME will continue to be a major segment. The industry has standardized on 320 GB HDDs.

   

Trends Expected In 2010

In the future, with more duty cuts expected, analysts believe branded PC players gain further against assembled players. Retail may get a renewed thrust. Observes Raj Saraf, Chairman and Managing Director, Zenith Computers, We have1300 retail outlets today, which we hope to grow to 15000 by the end of 2009. While vendors are bundling in Linux to bring down costs, analysts see desktop Linux confined to the government and education sector. Linux on the desktop is unlikely to make inroads in the enterprise. Prices of computers have been falling rapidly, but vendors do not think prices of PCs will fall significantly in 2009. While 2007 saw strong demand emerging from select sectors such as the government and BPO outfits, 2008 could be relatively flat as most BPO firms are in the process of consolidation and not growth.

PC MARKET: TOP TRENDS

PC

market

revival

may

happen

in

second

half

of

this

year.

Post-Budget

PC

prices will remain constant or rise marginally. Indian brands will survive, but they need to decide on an unambiguous competitive pitch. Thrust into the B & C class towns will be aggressive, by Indian and MNC players alike. The notebook market will show significant gains in 2002-03. If you want to know what the future holds for the Indian PC industry, the one fact you cannot afford to ignore is the current slowdown not just falling growth, or a gentle trough, but the horrible specter of negative growth.

WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CRM is a term that is often referred to in marketing. However, there is no complete agreement upon a single definition. This is because CRM can be considered from a number of perspectives. In summary, the three perspectives are:

1. CRM from the Information Technology Perspective.

From the technology perspective, companies often buy into software that will help to achieve their business goals. For many, CRM is far more than a new software package, the renaming of traditional customer services, or an IT-based customer management system to support sales people. However, IT is vital since it underpins CRM, and has the payoffs associated with modern technology, such as speed, ease of use, power and memory, and so on.

2. CRM from the Customer Life Cycle (CLC) Perspective. The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value to the customer i.e. looks at the products of services that customers need throughout their lives. It is marketing orientated rather than product orientated. Essentially, CLC is a summary of the key stages in a customer's relationship with an organization. 3. CRM from the Business Strategy Perspective. The Business Strategy perspective has most in common with many of the lessons and topics contained on this website, and indeed within the field of marketing itself. The diagram below shows the Marketing Teacher Model of CRM and Business Strategy. Our model contains three key phases customer acquisition, customer retention and customer extension, and three contextual factors marketing orientation, value creation and innovative IT.

SWOT ANALYSIS OF DELL

STRENGTHS:
y

DELL INFOSYSTEMS draws its strength from 29 years of experience in handling the ever changing it scenario

y y

DELL has very strong customer relationships to bank on. DELL Info systems has the ability to provide the cutting edge technology at best-valuefor-money

DELL Info systems do have an excellent service & support infrastructure. WEAKNESS:
y

The company needs to evolve a comprehensive plan & make strategy to inroads into a part of middle class & upper middle class.

Lack of production centers in India makes the product costlier as most of the parts have to be imported.

Lack of R & D centers also makes it difficult to launch new products over here.

OPPORTUNITIES:

The present rate of growth of the Information and technology Industry & a large potential available in these areas provides excellent opportunity for the company to widen its market.

With the fast growing economy the pricing strategy needs to be tackled with care as it can decide upon long term decisions of the company.

Globalization is yet another opportunity, if followed effectively & promptly.

a)Global Presence: Its collaborations and joint ventures with international companies such as Perot System, and partnership with world leaders like Ericsson, Toshiba, Nokia, Oracle and Microsoft, enable it to bring the best technology available worldwide to its consumers. 24 locations in 16 countries. b) Fast paced and flexible work culture which provides its employees autonomy to accomplish the task without much pressure from the higher authorities. Thus, employees are motivated to give their best to the organization. c) The core strength of DELL is the talent and innovativeness of its people which enables it to provide the right solution at the right time. d) The mass markets handled through a chain of dealers, resellers and retailers which help bring technology usage closer to the individual. It has very strong distribution network. e) Its pool of competencies: Hardware, Software, Training, Networking, Telecom and System Integration. f) Ability to understand customer's business and offer right technology. g) Long standing relationship with customers. h) Pan India support & service infrastructure. i) Best-value-for-money offerings.

THREATS: a) Local assemblers are biggest menace for the company. B) Entry of MNCs i.e. IBM, Compaq giving direct competition. c) Govt. instability has a long term repercussions affecting companys policies & it growth. d) Technological shift as a result of research & development. Daily new technologies are emerging. Concluding the S.W.O.T. analysis in words that prosperity lies ahead for DELL. In order to retain its position as Indias No. 1 IT conglomerate, it has to come out with the state of art as well as futuristic technologies to its consumers well before time

FINDINGS & LIMITATIONS

Every project has some limitations even the researcher came across some limitations while working on the project which made the analysis a little inappropriate at times. Some of the basic limitations faced during the research are listed below: y Only limited number of authorized, companies and other areas where it has been found 55 players was covered in the study. y Most of the research was based on cold calls, so then visited many places i.e. authorized areas and where it had not responded much. y y There was a bias on the part of the respondents. Companies that were contacted through telephone at times did not give correct information to the researcher. y The IT manager or the person heading the IT Department did not have the rights to give the authorized official information to people other than the members of the official itself and the high officials. y At times there was a problem of non response from the hospitals, companies and other authorized and unauthorized areas which affected the result of the project being done by the researcher. and local

COMPANY PROFILE
The DELL Family At DELL people are not just employees but family.So like an important member of the family should, you get endless freedom to experiment, unlimited empowerment to execute your dreams and the rare opportunity to be an entrepreneur. DELL Info systems are the progenitor of the DELL Group and are known as the Entrepreneurial Incubator in the Indian IT industry. We believe in empowering people to help achieve their goals goals that are achieved by the coming together of talent and innovation, powered by ownership and freedom to experiment, leading to tremendous growth and gains for the individual and the organization. We pride ourselves in being a pioneer in creating the Indian IT Industry, by pioneering the creation of the people for the industry. Our HR philosophy is beyond HR Practices and Systems, where we are ceaselessly creating the DELL Family, whose DNA is Pride, Passion, Performance and People, with an inexhaustible Spirit of Entrepreneurship. Who do we look for? Our objective has always been to acquire quality people and groom them to become entrepreneurial Leaders. DELL its are people who take pride in continually doing better than their best; people with a passion to succeed; people who have a fire within to perform and realize results.People who want to WIN (W -Work hard, I- innovate and N-never giver up).

Why DELL? Ranked Top 3 Best Employer Survey in IDC-DQ Survey 2006 DQ Survey 2005. Ranked Best Employer in IDC-

We are one of the few IT companies in India that provide a lifetime comprehensive career plan. At DELL, we look at the strengths of a person and accordingly assign future job roles to match those. People can chart their own career options of Entrepreneur or Manager or Technocrat. DELL provides an open canvas of opportunities for each individual, which is how 90% of our top Management is from campus (people who joined us as trainees straight from campus).

be an Entrepreneur - An organization with a large number of recruitments from campuses all across India, creating entrepreneurs from and for DELL.

Endless growth opportunities in an open and entrepreneurial environment Where your team mates and manager become your best friends. A company where the diversity of blend seamlessly into a VICE Culture that rewarding performance. PRESIDENT A career with diverse, rewarding the freedom to create, articulate minds and truly realize your 360+ locations, languages and cultures challenging work ethos of the DELL fosters excellence, recognizing and

GENERAL MANAGER

& challenging assignments everyday...with new ideas, collaborate with the sharpest potential.

INST. ALLIANCE

RETAIL

NATIONAL B.D.M B.D.M

A.B.D.M

A.B.D.M

DELLS CDC BUSINESS MODEL:-MKTG EXEC. MKTG EXEC.

DELLS BUSINESS MODEL

Learn
DELL training facility in the city of Hyderabad is spread over a sprawling 16 acres with

Residential facility to accommodate165 employees at the same time in training. Equipped With class rooms, labs, canteen, a recreation centre and dedicated faculty with vast Experience in the IT industry, we conduct over 25000 man days of internal classroom Training every year. Classroom trainings are further complimented through Enable Leadership Enrichment and Development - which provides a comprehensive automated learning tool to each? Employee through various online learning options. 360 Degree Feedback for a holistic quality improvement and individual development plans. Learn from Leaders who have a three decade rich history of inventions and innovations.

Grow
perform, our online Performance Management System tracks result achieved through daily to weekly to monthly to quarterly review system for Career Planning and Position planning. Media Tech Experts, a fast-track career growth programmer identifies and groom young engineers for leadership positions in a short period of 18 months. We continue to promote Indian traditions and recognize talent in diverse areas, through he much acclaimed DELL Concert Series - a tribute to excellence in human endeavor. 80% of our top management today is people who joined straight from campus

Own
Pioneer in IT industry for ESOP started in 80s.

Profit Sharing Scheme since 1997 for all employees. DELL One Quarterly Awards Night is a gala celebration every quarter when the HCL family gets together to celebrate achievements of individual and team performances. Bottom up communication channels providing opportunities for employee opinion. DELL Towers - Houses for our employees.

CULTURE AT DELL
With our open and entrepreneurial environment, every DELL its is synonymous with passion for performance, high need for achieve me not and commitment to job. Our core value of high integrity with a Never-Say-Die approach is ingrained and visible in all our people, practices and processes.

(A)Diversity and Inclusion DELL strives to attract and retain the best talent and provide an environment where each individual is given the opportunity to build a rewarding career. With offices in more than 300+ locations, we employ a diverse group of people from different backgrounds, yet all connected by a common sense of the DELL culture. We value the uniqueness of each individual, relying on the diversity to drive our innovation, growth and performance.

(B) DELLs Community Involvement Recognizing the important role of business in society, DELL supports and encourages the active involvement of its people in community volunteer initiatives. Employee volunteering programmers at DELL enable you to do much more than routine work through active participation in various causes.

Job Openings

DELL Info systems - An ocean of possibilities! Want to explore the possibilities? Check out the following profiles: Account Manager Account Executive

Job oriented Trainings Customized to the industry requirements our educational services are focused towards technologies related to IT Infrastructure and IT Sales. The two offerings of DELL Education are as follows:

1. DELLs Job Oriented Training Program in IT Infrastructure Technologies

This one year programmer for bright Engineering Graduates, provides hi-tech training in the stream of Computer Networks, Network Operating Systems, Security and other IT Infrastructure Services. The programmer involves a classroom training followed by On Job Training (with stipend as applicable) at various offices of DELL. On successfully completion of the programmer, candidate would receive a certificate by DELL Training recognizing the candidate as a DELL Certified IT Infrastructure Engineer- a rare breed of individuals who are accepted by the Indian IT industry as trained professionals in their field of IT work. 2. DELLs Sales & Marketing Training Program A unique Program for fresh Engineering and Science Graduates who have a passion to achieve. This is a yearlong program with 3-4 weeks of exhaustive instructor led training conducted by experienced DELL professionals, followed by 11 months of Sales Experience (With Stipend as applicable) at any of DELL offices. The focus is to groom candidates into a new breed of technocrats who are smart business developers who have the right blend of technical know-how. Candidates also have the advantage of being nominated for a company sponsored Executive Management Programmer with a reputed Management Institute

Meet our people

Take a look at some DELL its and read their experiences to get an "insider's view" of your potential colleagues.

APS BEDI A vivacious Punjabi at heart, Amanpreet Singh Bedi has spent 22 years in DELL and now is fondly known by all as APS. He remembers well the morning of 07 July 1986 when he began his journey with DELL as Customer Engineer trainee. Today he feels satisfied that his efforts have been recognized and rewarded. He feels content to be part of DELL and cherishes every moment he has spent here. DELL has given me the freedom to work, be creative and develop my entrepreneurial skills.

MILIND DESHPANDE A very cool and calm person, Melinda has handled diversified jobs with utmost ease, in the last 23years with DELL. Comedy movies are his craze; he watches any movie that can make him laugh and enjoys every moment. No wonder he is considered jovial and approachable by his colleagues. His feel this 23years old journey with DELL has changed his whole personality. The empowerment and independence to take decisions given by this company, has instilled in me confidence and pride in calling myself an DELL its.

History
DELL Info systems Ltd 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. The highlights of the DELL saga are summarized below:

Year 1976

1977

Highlights Foundation of the Company laid Introduces microcomputer-based programmable calculators with wide acceptance in the scientific / education community Launch of the first microcomputer -based computer with a ROM. Based Basic interpreter. Unavailability of programming skill with customer result in DELL developing bespoke applications for their customers.

1978

Initiation of application development in diverse segments such as textiles, sugar ,paper, cement, transport.

1980

Formation of Far East Computers Ltd. a pioneer in the Singapore IT market, for SI(System Integration) solution.

1981 1983

Software Export Division formed at Chennai to support the bespoke application development needs of Singapore. DELL launches an aggressive advertisement campaign with the theme `even a typist can operate` to make the usage of computers popular in the SME (Small & Medium Enterprises) segment. This proposition involved menu-based application for the first time, to increase ease of operations. The response to the advertisement was phenomenal. DELL develops special program generators to speed up the development of application.

1985

Bank trade unions allow computerization in banks. However, a Computer can only run one application such as Saving Bank, Current account, loans etc DELL sets up core team to develop the required softwareALPM (Advanced Ledger Posting Machines). The team uses Reusable code to reduce development efforts and produce more reliable code. DELL designs and launches Unix -based computers and IBM PC dons. DELL promotes 3rd party PC application nationally.

1986

Zonal offices of banks and general insurance companies adpot Computerization. Purchase specification demand the availability of RDBMS Products on the supplied (Unify,Orade). DELL arranges for such products to be ported to its platform. DELL assists customers to migrate from flat-file based systems to RDBMS.

1991

DELL enters into a joint venture with Hewlett Packard HP assists DELL to introduce new services: Systems Integration, IT consulting, packaged support services (basis line, team line) DELL establishes a Response Centre for HP products, which is connected to the HP Response Centre in Singapore. There is a vertical segment focus on Telecom, Manufacturing and Financial Services. DELL acquires and executes the first offshore project from IBM Thailand DELL sets up core group to define software development Methodologies.

1994

1995

Starts execution of Information System Planning projects. Execution projects for Germany and Australia. Begins Help desk services. Sets up the STP (Software Technology Park) at Chennai to execute software projects for international customers. Becomes national integration partner for SAP. Chennai and Coimbatore development facilities get ISO 9001 Certification

1996

1997

1998

Kolkata and Noida STPs set up. DELL buys back HP stake in DELL Hewlett Packard. Acquires and sets up fully owned subsidiaries in USA and UK. Sets up fully owned subsidiary in Australia. DELL ties up with Broad vision as an integration partner. Sets up fully owned subsidiary in Australia Chennai and Coimbatore development facilities get SET level 4 Certification. Bags Award for Top PC Vendor In India. Becomes the 1st IT Company to be recommended for latest Version of ISO 9001:2000. Bags MAIT,s Award for Business Excellences. Rated as No. 1 IT Group in India. Launched Pentium IV PCs at below Rs 40,000 IDC rated DELL Info systems as No. 1 Desktop PC Company of 2001. Declared as Top PC Vendor by Dataquest. DELL Info systems & Sun Microsystems enters into a Enterprise Distribution Agreement. Became the first vendor to register sales of 50.000 PCs in a Quarter. First Indian company to be numbers undo in the commercial PC market.

1999

2000

2001

2002

2003

Enters into partnership with AMD. Launched Home PC for Rs 19.999 DELL Info systems Info Structure Services Division received ISO 9001:2000 certification. Launches Infiniti mobile Desktops on Intel Platform. Launched Infiniti PCs,Workstations & Servers on AMD Platform. 2004 1st to announce PC price cut in India ,post duty reduction ,offers Ezeebee at Rs.17,990. IDC India-DQ Customer Satisfaction Audit rates DELL as No.1 Brand in Desktop PCs. Maintains No. 1 position in the Desktop PC segment for year 2003. Enters into partnership with Port Wise to support & distribute Security& VPN solution in India. Partners with Microsoft & Intel to launch Beanstalk Neo PC. Becomes the 1st company to cross 1 lack unit milestone in the India Desktop PC market. Launched RP2 systems to overcome power problem for PC Users. Registers a market share of 13.7% to become No.1 Desktop PC Company for year 2004. Crosses the landmark of $1 billion in revenue in just month. 2005 Launch of DELL PC for India, a fully functional PC priced at Rs.9,990. Rated as the no.1 Desktop PC company by IDC India Dataquest. Best Employee 2005 with five star rating by IDC India Dataquest.. IT Hardware Category by The Economic Time -await Global Connect. 7th IETE -Corporate Award 2005 for performance excellence in the field of Company &Telecommunication Systems by IETE. Best Boom Brand 2005by 360 magazine: 1. In the PC category. 2. In the LCD Monitor category.

India ,s No.1 vendor for sales of A3 size Toshiba Multi

2006

75,000+machines produced in a single month. DELL Info system in partnership with Toshiba its retail presence in India by unveiling shop Toshiba. DELL Info system & Nokia announce a long team distribution Strategy. IDBI selects DELL as SI partner for 100 branches ICT infrastructure rollout DELL Info systems showcases computer Solution for the Rural market in India. DELL From a strategic Partnership with APPLE to provide Sales &Services Support for IPods in India. DELL Info system sustains its commercial Desktop PC leadership for the fifth consecutive year. DELL Info system rated as number one Desktop PC Company by IDC, Sixth year successively. DELL launches trusted ICT infrastructure platform for the BPO -Its segment. DELL launches Indias first High Performance Enterprise Server Platforms Powered by dual core Intel uranium. DELL completes 30 years in India. DELL in association with The Music Academy, Madras brings DELL Concert Series to Chennai City. Enters into partnership with Casio.

2007

DELL introduces eco-efficient Notebook PCs Company with Rosh directive. DELL unveils initiative to create industry ready ICT Professional- launches DELL career development centers. Kodak and DELL ink agreement to distribute digital cameras in India. DELL LAUNCHS Indias first multilingual POS printers DELL STAR-tsp700, Designed exclusively for the needs of rural Retailers. Launches a new range of eco-efficient desktop PCs, with Rosh Directive.

DELL launches NETMAX; suite of networking products and solutions expands its portfolio for emerging enterprises. DELL announces launch of its workstation 2008 series for MCAD and DCC professional. 2008 DELL unveils that e future of personal computer Launches next Generating, ultra portable, sub 14000/laptop Milled series for the first time in India. DELL strengthens its BPSI system Integration PortfolioAcquires a niche banging Software Product Company.

DATA ANALYSIS & GRAPHICAL DATA INTERPRETATIOIN SAMPLE SIZE: 55 1. Which type of computers do you use? a) Branded b) Assembled

Branded Assembled

30 25

25 30

Company place having AMC Company place not having AMC

It was observed that almost 67% of the people use branded computers or other gadgets for their business purpose. Hence can be concluded that more people want branded products as they are not ready to compromise with the quality and services being provided.

2. Which brand computers do you use? a) HP b) HCL c) ACER d) DELL Brand used HP HCL Acer DELL Total Nos. 7 14 13 21

This observation showed that DELL is among the top used brands. Major part under the pie-chart goes to DELL. So DELL should continue making efforts to attract new market and sustain the existing market.

3. What is the number of installed desktops? a) 0<15 b) 15-50 c) 50-75 d) 75-200 e) 200-500

Installed desktops < 15 15-50 50-75 75-200 200-500

Total Nos. 19 21 11 3 1

3 11

19

< 15 15-50 50-75 75-200 200-500

21

Most of the surveyed and found the use of computers within the 15-55 range. So it can be inferred that the main target market is which lies in the middle range. Thus we targeted mainly on SME (small and medium enterprise).

4. What is the number of used servers? a. 1 b. 2 c. 3-5 d. >5

Servers used 1 2 3-5 >5

Total Nos. 10 11 21 13

10 13

1 2 11 03-May >5

21

From this observation, it was concluded that numbers of servers were directly proportional to the number of desktops used.

5. What is the number of installed laptops? a.) 1-5 b.) 5-15 c.) 15-30 d.) >30

Number of laptops 1-5 5-15 15-30 >30

Total Nos. 20 22 8 5

Company place having AMC 25 30 Company place not having AMC

It was observed that maximum computers and laptop users ranging between 5-25. This area can be focused.

6. Do you have AMC? i.) Yes j.) No

Total Nos. Company place having AMC Company place not having AMC 30 25

25

Company place having AMC 30 Company place not having AMC

According to above graphical data interpretation, that is the most important places where computer has been used and it has been observation and showed that less than 60% hospitals have their AMCs. This area can also be considered.

7. How do you find the DELL products? a.) OK b.) Good c.) Satisfactory d.) Outstanding e.) Not tried yet

Reaction about DELL products OK Good Satisfactory Outstanding Not tried yet

Total Nos. 3 12 19 7 10

10

3 12

OK Good Satisfactory Outstanding Not tried yet 19

According to above graph shows that the maximum of DELL user are satisfied with the products and services provided. Very few have not tried yet DELL on a business scale, but most of them have an experience about DELL.

8. Do you want to know more about DELL products? a.)Yes b.)No

Wanted knowledge about DELL Yes No

Total Nos. 42 13

13

Yes No

42

That the above graph shows that the observation and the most of the people are interested in knowing more about the brand and have the urge to buy.

9. Do you require demo for any product? a.)Yes b.)No

Total Nos. Interested in demo Not interested in demo 24 31

24 31 Interested in demo Not interested in demo

This observation showed that almost 42% of the sample was interested in demo

Major players in the market y y y y y y y Hcl Acer Lenovo Sony Dell Toshiba Hp-Compaq

EXECUTIVE SUMMARY

DELL Info systems, Indias premier information enabling and integration has received the ISO 9001:2000 certified specifies requirement for a quality management system where an organization needs to demonstrate its ability provide product and service that meets customer and applicable regulatory requirements. ISO 9001:2000 also aims to enhance customer satisfaction through the effective application of the system, including process for continual improvement of the systems and the assurance of conformity to customer and applicable regulatory requirements.

The menu of DELL Infosys global services broadly covers IT consulting and professional services in the area of vertical applications, technology, ERP implementation and software development. This also includes a complete portfolio of systems and network service for development. This also includes a compete portfolio of systems and network service for facilities management, helpdesks, systems supports and network and internet implementation.

DELL global customer include Samsung, Government of Singapore and AMAL insurance Jargon port Singapore an d Malaysians BSN commercial bank, SIA, DBS bank, May bank life assurance charted semiconductors.

DELL Infosys chosen platform of total technology integration lends itself to some very significant alliances with the global leaders. Among its partner are HP for high end AISCE/UNIX services and workstation and HP open view network management solution; Intel for PC and PC server building block Microsoft novel and Scoot SOLUTION. Red hat, Linux, Samsung, Pivotal for CRM solution and ORACLE Sys. Base and Information for RDBMS platform.

Today the company has aligned its operation into five entities that offer seamless linkage for the customers seeking entry into the wired world through total the Integration solution and services.

DELL Info systems focus on the ever-growing segment in imaging, Telecom and Communication products solution and services. Now it has an exclusive sale and support partnership with Toshiba Corporation, Japan for sales and services of its imaging and photocopier products. DELL Info systems products portfolio covers a range of other office automation and communication products through alliances with world leaders. The Management network service offering for Corporate include VPNs, ASP offering, CO Location hosting, CDNs, security corporate internet telephony solution, technical and consumer help desks, 24/7 network operating centre monitoring and a host of value added networking services. Consumer services include dialup PSTN/ISDN Internet access, Valadon calling cards and VoIP telephony devices.

LITRATURE REVIEW

Doing training was really an opportunity before me when I could convert my theoretical knowledge into practical and of real world type. Fortunately, the company I got is a true follower of the various principle of management and also one of the leading companies in its segment of the industry. The working environment that I was being provided was extraordinary and helped me a lot in delivering my work properly and with of mine. DELL Info systems Ltd. Is one of the renowned names in the Software and Hardware sector of computer industry?

The graph of sales of these respective product lines is the best in the industry as compared to their competitors. I did my summer training project at DELL Info systems Ltd. Noida where I found all the professionals are very much committed to their work as well as they were all professionals enough. This helped me a lot in getting a good deal of exposure. As I had to consult the channel partners, I felt in the beginning in a bit problem. But the cooperation of my superiors at the work induced confidence in me to deal with my problems whenever they came.

Born in1976, DELL has a 3 decade rich history of inventions and innovation. In 1978, DELL developed the first indigenous micro-computer at the same time as Apple and 3 years before IBMs PC. During this period India was a black box to the Indian computer industry. The 80s saw DELL developing know how in many other technologies. DELLs in depth knowledge of UNIX led to the development of a fine grainedprocessor UNIX in 1988, three years ahead of Sun and HP.

DELLs R&D was spun off as DELL Technologies in 1997 to mark their advent into the software services arena. During the last eight years DELL has strengthened its processes and applied its know how developed over 28 years into multiple practices- semi-conductor, operating systems, automobile, avionics, biomedical engineering, wireless, telecom technologies and many more. Today, DELL sells more PCs in India than any other brand runs Northern Irelands largest BPO operation and manages the network for Asias stock exchange network apart from designing zero visibility landing systems to the worlds most popular airplane.

Today, DELL sells more PCs in India than any other brand runs Northern Irelands largest BPO operation, and manages the network for Asias largest stock exchange network apart from designing zero visibility landing systems to land the worlds most popular airplane. DELL Info systems Ltd. Is one of the pioneers in the Indian IT market, with its origin in 1976. For over quarter of a century, we have developed and implemented solutions for multiple markets, across a range of technologies in India. We have been in the forefront in introducing new technologies and solutions. In the early 70s a group of young and ambitious technocrats embarked upon a venture that would make their vision of IT revolution in India a reality. Shiv nadir and five of his colleagues got together and 1875 set up a new company MICROCOMP to start with they started to capitalize on their marketing skills. MICROCOMP marketed calculators and with in a few month of starting operation the company was out selling its major competitors. On11th August 1976 DELL was incorporated as joint venture between the entrepreneurs and UPOSCE, with an initial equity of Rs.1.83 lacks.

SUGGESTION AND RECOMMENDATION

DELL is having large number of channel partners but it is not supporting & taking care all of them equally which results in increasing discontentment among new channel partners because its not possible for company to support all of them equally. Company should take some positive action against it. Company executive should visit dealers on regular basis. They should pay proper attention towards checking of various components of PC before end user delivery. Otherwise it tends towards defame of brand name in rivals.

comparison to

Need to expend customer care center as the consumer base of DELL Info system is increasing with tremendously fast pace. Proper attention should be paid for advertisement planning otherwise it may lead to problem for dealer as well as for company. Company should tie up with some event management company to organize various promotional activities like canopy, Carnival. Company should make policy for fixed end user price for all dealers so that fair game will be played & dealer would not to compromise on their margin.

CONCLUSION

Marketing is a very crucial activity in every business organization. Every product produced within an industry has to be marketed other wise it will remain as unsold stock, which will be of no value. I have realized this fact after completion of my summer training project. Despite of various difficulties and limitations faced during my summer training project on the topic Corporate Selling and Feedback. I have tried my level best to find out the most relevant information for the organization to complete the assignment that was given to me. After completion of my dissertation project I have gained several experiences in the field or sales marketing. I have got the opportunity to meet various people, which fluctuate in different situation and time. This summer training project has given me the opportunity to have first experience in the corporate world. Theoretical knowledge of a person remains dormant until it is used and tested in the practical life. The training has given to me the chance to apply my theoretical knowledge that I have acquired in my classroom to the real business world. I have completed my summer training project in which are involved in its successful completion. In spite of few limitations and hindrance in the summer training project I found that the work was a challenge and fruitful. It gives enough knowledge about the computers market and the distribution process undertaken by an organization. This summer training project has enabled my capability in order to manage business effectively and in my career in future.

BIBLIOGRAPHY
1. Author : kotler philip Title : Marketing management delhi publisher : tata mc-graw hills publishing ltd. 2.F. Kent Mitchel, Advertising/Promotion Budgets: How did We get Here, and What do We Do Now, Journal of Consumer Marketing (Fall 1985): 405-47. 3.From Robert C Blattberg and Scott A. Neslin, Sales Promotion Concepts and Methods, and Strategies, (Prentice Hall, 1990. 4.Paul W. Farris and Kusum L. Ailawadi, Retail Power: Monster or Mouse, Journal Of Retailing (Winter 1992): 351-69 5. John C. Totten and Martin p. Block, Analyzing Sales Promotion: Text and cases, 2nd Ed. (Chicago: Dartnell, 1994) pp. 69-70.

MAGAZINES / JOURNALS / NEWSPAPERS Business Today The Financial Express The Times of India Company Annual Magazine WEBSITES: www.dell.com/India www.indiainfoline.com www.google.co.in

QUESTIONNAIRE
1. Which brand of computer/laptop do you own? a. HP b. Acer c. HCL 4. DELL 5. Others 2. How did you get to know about the computer you are using now? a. Newspaper b. Television c. Radio d. Magazines e. Others 3. What was the offer that you got when you bought your computer? a. Discount b. freebies c. extended warranty 4. Are you satisfied with your computer? a. Yes b. No

5. If not what is cause of your dissatisfaction? a. Poor service b. High maintenance cost c. Unwanted features d. Poor performance e. Others 6. What according to you is the most important attribute for a computer? a. Low entry price b. Good and timely service c. Upgradation d. Configuration e. Ease of operations f. Sales offer and discounts 7. What sort of sales offers would you generaaly go for a. Discounts b. freebies c. warranty d. unrelated offers

8. The basis of buying or upgrading your computer is a. Change in Technology Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] b. On requirement basis Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] c.Sales and promotional offers Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] d. Predefined timeframes Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] 9. Does this increase while there are offers? Always [ ] Sometimes [ ] Never [ ] Can t Say [ ] 10. Where do you get the information about the latest offers? a. Newspaper b. Magazine c. Television d. Radio e. Friends and Family f. Others 11. Does the dealer have influence while buying any type of computer or IT products?

Always [ ] Sometimes [ ] Never [ ] Can t Say [ ] 12. Do you think that sales promotion offers has following impact on the brand you use? a. Increases awareness about the product Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] b. Increases its sales Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] c. Increases the visibility of the brand Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree d. Makes it easier to choose one brand from the other Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] e. Makes you more confident about selecting the brand Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] f. Makes you buy more than what you want Strongly agree [ ] Agree [ ] Can t say [ ] Disagree [ ] Strongly disagree [ ] 13. Which company do you think has the best sales offers? a.HCL b. HP c. DELL d. Acer e. Zenith

f. Others 14. Personal Details Age 18-25 25-40 40-60 60 and above