Assignment

Of
Marketing Management

Submitted to: Submitted by:

Miss kanika Jhamb Naveen
Bangwal
Roll no.-RA17B2A05
Reg. no.-
7470070078
Section-A17B2
B-Tech (H)-MBA
Profile:
Company Profile & facts
HCL is a leading global Technology and IT Enterprise with annual revenues of US$ 4.9 billion. The
HCL Enterprise comprises two companies listed in India, HCL Technologies and HCL Infosystems.
The 3 decade old enterprise, founded in 1976, is one of India's original IT garage start ups. Its range
of offerings span R&D and Technology Services, Enterprise and Applications Consulting, Remote
Infrastructure Management, BPO services, IT Hardware, Systems Integration and Distribution of
Technology and Telecom products in India. The HCL team comprises 55,000 professionals of
diverse nationalities, operating across 18 countries including 360 points of presence in India.
HCL has global partnerships with several leading Fortune 1000, including several IT and
Technology majors. Along with the swiftly growing software technology industry, HCL, which was
hitherto known as the pioneer in modern computing made the advent into software development.
HCL's R&D was spun off as HCL Technologies in 1997 to mark their advent into the software
services arena.
Today, HCL sells more PCs in India than any other brand, runs Northern Ireland's largest BPO
operation, and manages the network for Asia's largest stock exchange network apart from designing
zero visibility landing systems to land the world's most popular airplane. And this it does across 18
countries and across 360 service locations in India.

Products & Services:

Product Engineering & Technology Development:
The Engineering and R & D services department runs the largest outsourced engineering center
outside the US which is a testimony to the 30 year product engineering experience. The company
offers a comprehensive range of R&D and Engineering services to component vendors, OEMs,
ODMs and ISVs across multiple industry segments and domains.

Infrastructure:
HCL Infrastructure Management Division is focused on addressing the growing demand for the cost-
effective management of technology infrastructure across geographically dispersed locations. IT
Infrastructure Management is in the HCL DNA, drawing resources from the 30 year pioneering
heritage in the area of computing, in line with global giants

BPO:
Business Processing Outsourcing is heading towards a maturity level where a new form of BPO,
called Transformational BPO, is evolving that constitutes Full Process Outsourcing and Multiple
Process Outsourcing. The evolving trend is more focused towards compliance, time-to-market, focus
on core process, and quality improvement rather than cost savings.

Applications:
Leveraging strong partnerships with platform / product companies, the team of applications
professionals delivers unprecedented value to few of the largest players in the field of Financial
Services, Retail and Healthcare.
IT Hardware:
HCL Infosystems portfolio of products covers the entire spectrum of the information technology
needs of its customers. By virtue of the immense diversity of markets and customers that it
addresses, HCL Infosystems products offerings include everything from high end enterprise level
servers for mission critical applications to multimedia home computers.

Telecom and Imaging Products and Retail:

HCL Infinet covers a range of telecom and imaging products including enterprise networking. HCL
tied up with Nokia in 1995 with the sale and services of Nokia mobile phones in India.

Networking and Network Integration

Network Management involves Network Monitoring of Bandwidth Utilization, Network Errors /
Collisions, Network Troubleshooting, Day-to-day Network Operations, Network performance
monitoring, Tuning Network Operating System and advise action plan.

HCL’s Product Range Encompasses:

 Notebooks,
 Desktops
 Business Servers
 Workstations
 LCD Monitor
 Color Monitors
 Keyboards
 Thin Clients
 Terminals
 POS Products
 Networking products
 Self Service kiosks and more.

HCL also offers a number of industry relevant courses. Like-

 MCSE -Microsoft Certified Software Engineer
 CCNA -Cisco Certified Network Associate
 RHCE -Red Hat Certified Engineer

SWOT Analysis:
Strengths:
 Wide Range of Products and Services like BPO’s, Software Services, and Infrastructure
Management which cater into both large and medium size companies.
 Global Coverage in countries like U.S, Europe, Japan etc
 Strong employees base of upto 50000Pax.
 Support sales activities by understanding the customer business better.
 Keep uptodate on what competition is doing.
  Its revenue has increased from 60.7bn in 2007 from 114bn in2009 which shows its increasing
trend.
Weaknesses:
 One of the key weaknesses of HCL is that it has lost projects in continuation like recently BFSI
cuts projects.
 HCL has always a weakness in TIER1 sectors.
 Total asset turnover is one of the weakness of HCL as they have always failed to materialize
its assets in right direction.
 Lack of innovation and distribution network especially in case of laptops has reflected HCL’s
weakness.

Opportunities:
 Acquisitions:-HCL has already done 3 major acquisitions like Liberta. This enables them to
expand and create opportunity for them to wide there spectrum.
 Key opportunities lies in the countries like Eastern Europe and APAC (Asia-Pacific Region).
 Mid Market segment is the opportunity area as against fortune200 companies.
 Opportunity of doing better on return on equity from 21.42% by beating satyam(26.08%)
 Increasing its market share from 9.8% vs. 19.7%(HP

Threats
 One of key threat for HCL and the industry as a whole is the ban of outsourcing from India
due to new regulations from U.S
 Dip in quarterly Sales by 5% can lead to loss of market share and product depreciation.
 Small Players and manufactures are trying to enter into the segment where they can provide
much cheaper products then HCL which will be a rising competition for HCI to stand.

STP (Segmenting Targeting & Positioning):

Segmentation:
HCL has a great market in India because it is third largest company in IT industry in India. So, if I
talk about the laptops and desktop of HCL then, it has various categories in all the aspect.
HCL has divided its entire market in following ways:
1. College Students.
2. IT Professionals.
3. Office goers.
4. Teachers and professors.
5. Banks and other organizations.
6. Home PC
Targeting:
HCL basically targets College students and Banks & other organization. HCL provides their
desktops and laptops to customers at very genuine cost. HCL believes always changes in different
ways. For the example of ME series of HCL laptops. This series become very favorite between
student causes of its style. For desktop they always target to all kind of organization like public
private.
So they target College student and Banks & other organization.

Positioning:
They launch laptops in many ways. Like, they usually make their outlet in selected universities and
colleges. They also have service center facility in mostly cities in India. And for organization they
have bound with different-2 banks. Because of their desktops are fit in budgets. That’s why many
families are recommended it.

Marketing Strategy:
HCL Insys, a technology integrator, offers its customers technology solutions across multiple
platforms. This is as a result of its expertise in developing state-of-the-art indigenous enterprise
solutions; understanding of the networking technology; its design capabilities in product
engineering; integrating diverse hardware components and its access to specialised technology for
turnkey projects through partnerships with various world class players. With a definite and distinct
focus on enterprise solutions and personal computers, HCL Infosystems (HCL Insys) has direct
customer service centers at 143 locations, 6 software export factories and a state-of-the-art
manufacturing facility.
HCL Insys has five overseas business entities in US, UK, Australia, Singapore and Malaysia. HCL
Insys manufacturing process are ISO 9001 certified, while its software development processes have
achieved SEI CMM Level 4. The company has recently set up an Internet subsidiary called HCL
Infinet Limited that will provide value added Internet services in the B2B and B2C areas. With a
mission statement to provide world-class information technology solutions and services to enable its
customers to serve their customers better, HCL Insys is setting new standards of information
technology in India

Marketing Mix:
Product:
HCL continue to provide technology services to storage networking vendors in areas that span the
whole spectrum of storage networking, from switches to storage subsystems and storage
management software. Beneath these services is expertise in networking, operating systems,
hardware and embedded systems. HCL serve vendors for subsystems interconnect adapters, device
drivers, data protection, host based solutions and test automation. HCL has been closely associated
with the industry initiatives in bringing about improvements that would ensure greater return on
investments, the end-user community has already made. HCL developed the test suite for the Storage
Management Specification (SMI-S) for the Storage Networking Industry Association (SNIA) that is
being used by SNIA to certify products from various vendors. For product vendors, HCL continues
to leverage on its experience to provide standards-based solutions in SMI, CIM/WBEM based
solutions, storage management and simulation frameworks. In addition to these, HCL focuses on the
emergence of new technologies such as iSCSI, SATA and SAS. Reiterating the focus on research
and development in areas that would add value to the customers at the core of their business, HCL
has built reusable components and has add-on services that would enable our customers a rapid
adoption of the new technologies to retain market leadership.

Product Development: Areas of expertise: FC, iSCSI, SATA, SAS. HCL clients leverage on our
pre-tested, easily portable reusable components such as iSCSI Stack, iSCSI-FCP Gateway, Storage
Simulator, and OSD Conformance Tools to gain speed-to-market advantages. Quality Assurance:
HCL's product testing and verification services help product vendors reduce product rollout time and
the risk of unreported issues appearing in releases. HCL's robust processes and vast experience in
setting up of test labs, system testing, regression testing, and test automation, brings about significant
cost and time savings for product vendors.
Pricing:
HCL Infosystems Ltd., India's premier information enabler and country's leading ICT system
integrator and Distribution Company today launched ‘MiLeap’ India’s first full functional, ultra
portable range of laptops that offer true mobile internet computing experience at a price point
starting from Rs.13,990/- HCL are using a good price range for their products. So that all persons
can afford it according to their needs. It varies from product to product & their configurations.

For example:
Place:

HCL are using most of the field for selling its product. So it is very popular in all fields. For
example: HCL Infosystems Limited, India's premier Information Enabler and country's leading ICT
System Integrator and Distribution Company has provided technology to equip the police force to
access automated information that travels faster helping the Police to reach crime scene immediately.
HCL modernized the police control room through information and communication technology
(ICT). Promotions: It includes the various ways of communicating to the customers of what the
company has to offer. It is about communicating about the benefits of using a particular product or
service rather than just talking about its features. HCL's Blue Ocean strategy continues to gain
momentum with its focus on new markets, solutions and offerings that bring enhanced value for
customers. Differentiated business and pricing models that HCL pioneered a few years ago are today
adding more value and transforming the customers' business. This is especially relevant in today's
environment where we have created a firm basis for growth and enhanced our readiness to help our
customers become more cost efficient and competitive.
Promotions:
It includes the various ways of communicating to the customers of what the company has to offer. It
is about communicating about the benefits of using a particular product or service rather than just
talking about its features. HCL's Blue Ocean strategy continues to gain momentum with its focus on
new markets, solutions and offerings that bring enhanced value for customers. Differentiated
business and pricing models that HCL pioneered a few years ago are today adding more value and
transforming the customers' business. This is especially relevant in today's environment where we
have created a firm basis for growth and enhanced our readiness to help our customers become more
cost efficient and competitive.