MARKET STUDY OF HCL NETWORKING PRODUCTS AMONGST … · The research study on “Market Study of HCL Networking Products amongst the dealers in Chennai City” was carried out in view

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MARKET STUDY OF HCL NETWORKING PRODUCTS AMONGST THE

DEALERS IN CHENNAI CITY

S.Arumugam, Assistant Professor

Department of Commerce, Sindhi College of Arts & Science, Chennai

Abstract

Modern computing can probably be traced back to the ‘Harvard Mk I’ and Colossus (both of

1943). Colossus was an electronic computer built in Britain at the end of 1943 and designed to

crack the German coding system. These computers were among the first of the ‘first generation’

computers. Although processing power and storage capacities have increased beyond all

recognition since the 1970’s the underlying technology of LSI (large scaled integration) or VLSI

(very large scale integration) microchips ahs remained basically the same, so it is widely

regarded that most of today’s computers still belong to the fourth generation. Hence it warrants

a “Market study of HCL Networking products amongst the dealers in Chennai City” with the

objective to identity the awareness about the HCL networking products amongst the dealers

situated in Chennai. Descriptive studies attempt to obtain a complete and accurate description

of a situation. In this type of research the researcher is identifying the problem and collecting

the information to solve that problem and the study is designed to provide for the collection of

this information. Liberalizing and globalizing the economy of business sector (both service and

manufacturing) has been made possible through networking. In brief, this technology has

expanded our horizons of growth and business but shrunk the whole into a webbed sphere.

Introduction

The computing in a network started with mainframe computers that operated in DOS/UNIX

platforms. This technology for client-server applications could support only text-based

applications and failed in windows based applications. The next stage in networking involved a

peer-to-peer network based on the concept of decentralization. This was after the advent of PC

based computing instead of mainframes. In this concept, each and every node was connected




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to every other node. Peer-to-peer networks had good economic advantages and

responsiveness but did not have management and auditing features then the advent of the

client server technology. Windows was the operating system that supported it. There were two

types of servers used in this concept namely the file server and the print server. All applications

were maintained on local nodes, which eliminated the need for downloading applications. Thus

concurrent access was made possible as opposed to simultaneous access. There were a few

drawbacks coupled with these applications and hence a thin client technology came in as a

breakthrough. This technology incorporates a WIN 2000 server and is similar to UNIX

mainframe application but different in that can support Windows base applications as well.

Need and importance of the study

Modern computing can probably be traced back to the ‘Harvard Mk I’ and Colossus (both of

1943). Colossus was an electronic computer built in Britain at the end of 1943 and designed to

crack the German coding system – Lorenz cipher. The ‘Harvard Mk I’ was a more general-

purpose electro-mechanical programmable computer built at Harvard University with backing

from IBM. These computers were among the first of the ‘first generation’ computers. Although

processing power and storage capacities have increased beyond all recognition since the 1970’s

the underlying technology of LSI (large scaled integration) or VLSI (very large scale integration)

microchips ahs remained basically the same, so it is widely regarded that most of today’s

computers still belong to the fourth generation. Hence it warrants a “Market study of HCL

Networking products amongst the dealers in Chennai City”.

Objectives of the study

The research study on “Market Study of HCL Networking Products amongst the dealers in

Chennai City” was carried out in view with the following objectives.

• To identity the awareness about the HCL networking products amongst the dealers

situated in Chennai.

• To find the number of HCL dealers and specifically those who deal with Networking

Products.




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• To determine the different competitors in the market with special attention given to

networking products.

Limitations of the study

• The study was restricted to the dealers from the area of Chennai city only. So it cannot

be generalized for any other Universe / Population.

• Being unable to meet the right person, i.e., the marketing manager or the proprietor

was a limitation in the study.

Scene of the research area

Product

It is the tangible outcome of any production process, which provides satisfaction and fulfils the

needs of the consumer. If the outcome is intangible, it is treated as Service. In simple terms,

Product is the combination of expectation of customers and their satisfaction attained out of

consuming the product.

Brand

It is a word, mark, symbol, device or a combination thereof used to identify any product or

service.

Brand Name

The American Management Association, terms it as “Brand Name is a part of a brand consisting

of a word, letter, group of words or letter comprising a name which is intended to identify the

good’s services of a seller or group of seller and to differentiate them from those of the

competitors

Channels of distribution

Physical distribution involves planning, implementing, and controlling the physical flows of

materials and final goods from points of origin to points of use to meet customer needs at

profit. A distribution channel moves goods from producers to consumers. It overcomes the

major time, place and possession gaps that separate goods and services from those who would

use them.

• Members of the marketing channel perform may key functions.




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• Information – gathering and distributing marketing research intelligence information to

the market environment.

• Promotion – developing and spreading persuasive communications about an offer.

• Contact – finding and communicating with prospective buyers.

• Matching – shaping and fitting the offer to the buyer’s needs, including such activities as

manufacturing, grading, assembling and packaging.

• Negotiation – reaching an agreement on price and other terms of the offer so that

ownership or possession can be transferred.

• Physical distribution – transporting and storing goods.

• Financing – Acquiring and using funds to cover the costs of the channel work.

• Risk Taking – Assuming risks of carrying out the channel work.

Generally it is believed that channels are permanent features of a company’s marketing

activities. And especially for computer peripheral industry trying to attract household sector,

this statement is very Dealers: The dealer is the lost link and the most important intermediary

in the chain of distribution as it consists of the sale of commodities to the ultimate consumer.

For a computer peripheral product, the end-users make utmost use of the dealer and

maintaining a good rapport with them becomes essential to service in the market. There were

few projects done earlier with HCL Peripherals, which supported this research study. One was a

survey on awareness of HCL thin clients amongst colleges in Chennai offering Engineering and

IT education. Other was about findings awareness of HCL products with special reference to

Networking Products. There was a project study made on Effects of Media and Advertising on

creating awareness about HCL LCD monitors.

Products positioning / segments:

• Special Dealer Transfer Price provided, considering the market pricing, updating from all

regions on competitors pricing required every fortnight.

• Exchange / Upgrade offer for Hub to Switches provided.

• Planning to introduce complete range from Cat-5, E-Cat-5, Fiber, Wireless LAN products,

Radio-Modern, SAN / NAS products, Back-up Tape Drive, Gigabit Products, etc.,




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• Every Thin – Client Installation should go with our Networking Products and Site-

Networking.

• The three Major sources to push our Networking products with Site Networking are

HCL-SSO / DSO / OA / COMNET / FL-Dealers, Site-Integrators and Distributors / Dealers /

OEM’s

• In case if the customer is specific on Brands, we can also source and provide a total

solutions independent of Suppliers.

Networking products selling opportunities

• Changeover from Unstructured to Structured Cabling.

• Upgrading from Hubs to Switches

• Interconnecting of Buildings from Construction.

• Approaching Architects / Consultants / Site Integrators.

• Close follow-up of HCL PC/Server Order.

• Campus wide cabling for college / Industries

Research methodology

Research Methodology is purely and simply the framework or plan for the study that guides the

collection and analysis of data

Research design

Different types of research designs have emerged on account of the different perspectives from

which a research study can be viewed. However, For getting the primary data, descriptive

research was undertaken. Descriptive studies attempt to obtain a complete and accurate

description of a situation. In this type of research the researcher is identifying the problem and

collecting the information to solve that problem and the study is designed to provide for the

collection of this information.

Data Collection Method

Data was collected from the respondents through personnel interview with the help of

structured questionnaire.




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Sources of data

The data are collected from two major sources:

Primary Data

This data was collected through structured questionnaire directly from the respondents.

Secondary Data

It is collected from profile, brochure, manuals, reports, and information bulletins maintained by

the company.

Construction of questionnaire

To standardize the questioning process, a questionnaire was designed keeping in mind the

primary and secondary objectives.

Statistical tools used

Tools and techniques used for analysis, gives us the result of the research to get the proper

result suitable tool should be used. The tools and techniques used for this analysis are listed

below:

Tables

For summarizing data and presenting them in a meaningful manner tables were used.

Percentage Analysis

As the data was presented in large number it was not easy to interpret. To make interpretation

easy, percentage analysis was used.

Diagrams

For representing the results in a presentable manner, so that a bird’s eye view of the entire

magnitude of data could be obtained, diagrams were used in this study

Data Analysis and interpretation

This will set forth the particular research design according to which the study was conducted.

The methodology mostly consists of a field survey with the respondents and makes use of

questionnaire techniques.




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Respondent’s suggestions on areas of improvement for HCL peripherals to improve sales

SI.

No

Options

Continue as Now Needs Improvement

No. of

respondents

Percentage

No. of

respondents

Percentage

1 Quality 132 25.24 18 4.77

2 Availability 76 14.53 74 19.63

3 After Sales Service 87 16.63 63 16.71

4 Warranty & Pricing 83 15.87 67 17.77

5 Marketing & Advertising 22 4.21 128 33.95

6 Product Features 123 23.52 27 7.17

TOTAL 523 100.00 377 100.00

According to 128 respondents, marketing and advertisements for HCL Products needs a great

improvement. Also the availability of the product is suggested to improve, as 74 respondents

wanted it so. The quality (132) and product features (123) are supported as good by dealers

and have suggested continuing as it is now.

Findings, Suggestions & Conclusion

The research study conducted was a great exposure regarding various aspects of business to

HCL Peripherals. From the study, it was easier to derive and understand certain things, which

are listed below.

About Dealers

Amongst the sample respondents, only 8 % of them are pure network integrators and 75.33 %

of them are into both system and network integration.

Most of the respondents fall into the year group of 1 to 3 or 4 to 6 years of experience in the

dealer market.

About Networking Products

85.33 % of the respondents dealt with DAX products followed by D Link, 82.67 % and Cisco,

27.33 %

Amongst the 125 who are into networking, only 26 % of them dealt with HCL networking

products out of which the best selling was cables (66.67 %) followed by Switches (48.72%).




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Suggestions

Open up more Service centers to provide immediate and quality after sales service to the

customers.

Open up all centers and introduce a toll-free number for better customer support and service.

Diversify the market where there has been no exploitation by the competitors.

UPS market has greater potential and an advantageous one to concentrate.

Conclusion

Networking has not started just this century; it has been surviving in different forms from the

early days. Man started with telegraph messaging trying to connect people far off then came

with a “Hello”, the telephonic wires to carry message for the people. The latter stage was

Internet messaging, through computers and information technology. And currently we are

trying to connect through networking. Man has not stopped connecting computers in his own

rooms; he has crossed walls, boundaries and countries connecting the whole world into a web

structure. Most of the business works only with the help of this networking technology.

Liberalizing and globalizing the economy of business sector (both service and manufacturing)

has been made possible through networking. In brief, this technology has expanded our

horizons of growth and business but shrunk the whole into a webbed sphere.

Documents

MARKET STUDY OF HCL NETWORKING PRODUCTS AMONGST … · The research study on “Market Study of HCL Networking Products amongst the dealers in Chennai City” was carried out in view