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Acknowledgement & Preface 3 Project Title & Purpose....5 Purpose for this Project...7 Objective Methodology Findings Conclusion Place where the Project was conducted10 Company Profile Corporate Profile CSA2006:Desktop Awards and Recognition Research Methodology...18 Why Market Research Market Research System The Marketing Research Process Steps of Marketing Research Process, Explanation, Detail Description of Work..24 Account Mapping Sheet List of Visited Companies Competitors Analysis..28 Main Competitors and Strategy SWOT Analysis Bibliography and References...32 Books Websites

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International Institute of Management Studies

Chapter 1 Acknowledgements And Preface

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3 Acknowledgements
The Summer Project at Zenith Computers Ltd. offered us both a learning experience as well as glimpse into the daily Management functions of an organization. During the tenure of this Project, we were fortunate to have interacted with people who in their own capacities have encouraged and guided us. For his unstinted and valuable guidance, we wish to express our heartfelt gratitude to the Project guide Mr. Haider Marchant, Branch Head, Zenith Computers Ltd., Pune., without whom this Project could not have been realized. We sincerely thank him for advising us whenever the road map seemed blocked. We would also like to express our sincere thanks to Mr. Santosh Divekar (Business Executive), Mr. Debrata (Business Executive), Mr. Debjeet (Business Executive), Mr. Baldeep Singh (Business Executive), Mr. Vishal Andhare (Business Executive), Mr. Alok Singh (Business Executive), Mr. Ashish Tikare (Business Executive), Mr. Vishal Mohrule (Business Executive) Zenith Pune for their constant support and valuable suggestion throughout this Project. We would also like to thanks to Mrs. Ashwini Gole (Sales Coordinator) for sharing their insight and knowledge derived from their years of experience in their particular areas of expertise. We would like to express our deepest gratitude towards all those who have helped us. We would also like to express our gratitude towards the Management of IIMS, Pune for having provided us with the opportunity to work as summer trainee in the professional and corporate environment of Zenith Computers Ltd.

Preface
In order to cater and cope up with the need of an organization the tools and mechanism of manpower planning, retrenchment, selection and recruitment keep changing with the trends. The traditional and conventional systems have been substituting with better and more effective systems. This report contain all information of Marketing and its function of Zenith Computer Ltd. Marketing management is essentially a business In this report, we deal with the interaction between strategy and marketing, as approached from a general managerial perspective. This approach has been adopted for its relevancy to managers in general, as opposed to only market specialists. This project report deals with, how the need of manpower involve in an organization and the tools used by todays organization in the process of manpower budgeting, selection and separation.

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Chapter 2 Project Title And Purpose

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Project Title Marketing research in Software Companies for growth its business.

Purpose To measure the growth potential for Zenith laptop and desktop computers in big organizations and define strategies, on basis of market research, to break new customer accounts. To increase the markets share of Zenith vis-a-vis competitors. It is rightly said that what can not be managed. The objective will therefore serve the purpose of assessing Zenith against the competitors like Acer, Dell, HP, HCL and Lenevo on different parameters like price, performance, quality and after sale service. The information gathered could help the company in identifying the crucial aspects and focusing upon them so as to serve the customers requirement better than others. With the advent of MNC brands in the Indian market, Zenith has further consolidated its position as Indian vendor through product improvement, quality control and strict adherence to customer service and support methodologies.

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Chapter 3 Purpose for this Project

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Purpose for this project

Objective: To measure the growth potential for Zenith laptop and desktop computers in big organizations and define strategies, on basis of market research, to break new customer accounts. To increase the markets share of Zenith vis a vis competitors. It is rightly said that what can not be managed. The objective will therefore serve the purpose of assessing Zenith against the competitors like Acer, Dell, HP, HCL and Lenevo on different parameters like price, performance, quality and after sale service. The information gathered could help the company in identifying the crucial aspects and focusing upon them so as to serve the customers requirement better than others.

Methodology: 1. Data Source: Primary Data: The required data is being gathered by personally visiting customers/prospects premises. The information being sought includes purchase process followed in the organization, key person involved in it, current setup, current vendor, future projections, etc. Secondary Data: For secondary data, technology oriented magazines such as Data Quest and Digit and websites like pcworld.com, pcquest.com, etc. are being looked at. 2. Research Methodology/ Approach: Methodology being employed is quantitative research methodology. 3. Research Instrument: Personal interview method is the research instrument being used for collecting relevant data for the project. 4. Sampling Plan: The business market has been divided into three broad segments IT & Telecom Manufacturing Education

For the project I am considering high net worth customers/prospects in Pune, which refer to those who purchase computers of monetary value Rs. 25 lacs or more, annually. Home segment is not being considered.

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Findings: Part I The USPs of Zenith Computers are as below MNC quality Competitive pricing A customer focused and flexible service & support model

Part II Zenith today is the undisputed leader in the home segment of desktops. Over the last couple of years Zenith has made its presence felt in the Manufacturing, Educational and BFSI (Banking, Financial Services and Insurance) Segment. Today Zeniths market strategy is to get a foot hold in the ITES segment which is mainly dominated by MNC brands. As an Indian manufacturer of desktops & laptops, Zenith has created a brand image which synchronizes with the USP mentioned above. Since Zenith has identified the corporate segment as its target and growth market, accordingly it has adopted an under the line advertising and promotional strategy for the products.

Conclusion: With the advent of MNC brands in the Indian market, Zenith has further consolidated its position as Indian vendor through product improvement, quality control and strict adherence to customer service and support methodologies.

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Chapter 4 Place where the project was conducted

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Company Profile Corporate Profile Zenith Computers Ltd or simply "Zenith" is one of India's most powerful brands in the IT industry. After all, one in every three branded PCs in Indian homes is a Zenith PC. And Zenith's lakhs of customers are a testimonial of its innovative, reliable and value-for-money computing-products. Zenith Computers, headquartered in Mumbai, India, is nearly 25 years old with a turnover of approx. Rs.3 Billion. Zenith Computers has 1000 employees spread all over India in its 15 offices and manufacturing plant in Goa. Zenith's 40,000 sq ft, ISO 9001 + 14001 state-ofthe-art manufacturing plant in Goa is one of the most comprehensive in the PC industry. Rapid expansion of the company's product lines and increase in customers has contributed to the factory size being doubled. Its products are made, tested and dispatched from this factory only, for local customers as well as exports.

Zenith's ISO 9001 and ISO Zenith factory's Assembly Testing and 72 Hours 14001 certified manufacturing Shop floor. Diagnostics Burn in of facility at Goa, India Zenith PCs at factory

Zeniths 64 dual processor servers have built B.A.R.C's Anupam Supercomputer that has made the country proud. Another fact about Zenith, that makes the country proud, is its exports division. Zenith PCs are now exported to Europe, Africa, Asia and the Middle East. And they all carry the "Made in India" brand tag. Its large customers, who swear by Zeniths products have, obviously fueled this growth in its product line and exports. Zenith also bring smiles to computer users at home with their Home PC range of products. Zenith has reached every nook and corner of India to be near our customers and have 700 Authorized Dealers and 135 Exclusive Retail Showrooms across India. Being one of India's most popular IT brands, and being the Most Preferred Consumer PC Brand, the company and its employees focus on efficiency, speed, innovation and quality to give, MNC quality at Indian prices to their esteemed customers.

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Zenith's International product line With a huge domestic market experience and after having an installed base of over a million computers, Zenith's looks at other shores for growth and progress. Zenith has used its vast expertise to develop a product line that meets all International PC industry standards. It's range of desktop PCs are made to stringent quality standards that meet the CE, FCC and Energy Star certifications. Made at a production plant that is ISO 9001, ISO 14000 certified, all Zenith PCs are Intel Validated and Microsoft certified. Looking Beyond SAARC Beginning with exports to SAARC countries - Nepal, Bangladesh and Sri Lanka, Zenith Computer has emerged as a big player in the PC Hardware industry in the South Asian Continent. To build on India's good trade relations between Nepal and Sri Lanka, Zenith Computers seeks to increase its presence with growing numbers of exports to these two countries. With renewed vigour, Zenith seeks to establish its presence in the Middle East markets. It has already appointed a distributor for the Saudi Arabian market. Once well established within the Saudi market, on the horizon, are neighbouring countries like Oman, UAE, Bahrain, Qatar, Yemen, Iran and Iraq. Zenith Computers is also keen on building on the extremely great potential of the South African market. Our recent tie-up with the ICS Group resulted in the inception of "ZENITH AFRICA (PTY) LTD".

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TECHNO-COMMERCIAL REASONS TO BUY ZENITH DESKTOPS. 1. Zenith is a 25 Year old IT Company with 300+ Cr turnover having office in India, Singapore, USA, UK, South Africa and Middle East. 2. Zenith products are manufactured using top most quality components. Zenith only uses components of the top 3 players in the segment. Zenith is Intel Motherboards largest customer in Asia Pacific Region. 3. Zeniths Award winning Product Range: - CIOs Choice - Customer Satisfaction Audit, Jan 2004 as well as 2006: Out of Eight On Five parameters Zenith Products are rated ahead of the entire industry including MNC brands. (Brochure enclosed) - Winner of Best Desktop PC of the Year Award- 2003 4. All India Service Network, spanning across length and breadth of India in over 450 cities and towns.

5. Zenith is the only Company providing complimentary 24 x 7 Support.*

(* Selected Locations) 6. World-class quality products, being exported to Europe, South Africa, Middle East and SAARC Countries under the Zenith brand name. 7. Products Certifications Like ISO 9001, ISO 14001, CE and FCC, Energy Star, Windows, Linux, Novell etc. 8. Loyal customer base of top corporate customers across all segments of Industry. Customers include Intel, Microsoft, TATA, ABN-AMRO Bank, Citibank, Tata Motors, Dun & Bradstreet, SAP, Motorola, Unilever, Mitsubishi, Whirlpool, and Price Waterhouse etc 9. Products Having Lowest Cost of Ownership. 10. Products having the best value proposition: ZENITH PC with TFT = MNC PC with CRT. 11. Most User friendly company giving complete freedom for selecting OS and Warranty terms as per the users convenience.

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The Data Quest Customer Satisfaction Audit-2006 The Indian CIO has become one of the most difficult customers to please over the years. Ask some of the vendors and they would surely agree. But thats understandable given the larger role that IT heads play in todays enterprises. Their responsibilities are no longer confined to just being technologists. Today, CIOs are more hands-on with IT budgets and play a significantly strategic role in organizations. Its not enough to just showcase the best technology, features and technical support and services to the CIO. One needs to align these with the long-term goals of the company while offering the best price and RoI. It is again that time of the year to revisit the Indian CIO check out what it is that satisfies him the most; and the names (read vendors) that have managed to perform the best on the CIO satisfaction parameters. In the fourth edition of the Dataquest-IDC Customer Satisfaction Audit, the CSA 2006, we look at customer satisfaction with respect to five categoriesdesktops, notebooks, servers, enterprise applications and IT services.

CSA 2006: Desktop Its good news for the desktop vendor community. The overall satisfaction score at 84.3 this year is up two percentage points from last year. However, unlike in the past, the CIO today wants more bangs for the buck. Products and post-sales support are no longer the only derivatives of satisfaction for IT chiefs. Satisfaction levels on key factors like pre-sales and marketing; price and commercials; and delivery and installation have gone up significantly satisfaction scores rise by nearly two percentage points on all the- parameters. Interestingly, a key area of concern for todays price conscious Indian CIO is total cost of ownership. Vendors should also be able to offer value for money with respect to any purchase while pulling down the TCO of desktops. While all vendors have obviously taken note of the priceconscious Indian market and shown significant improvement on the satisfaction levels over last year, Indian price warrior Zenith seems to have beaten everyone in the game. Close at its heels is IBM-Lenevo, while theres tough competition between HCL and HP for the third place. Two players who seem to have lost some steam during the last one year are Wipro and Dell. However, while Wipro has actually performed better over the last year, it is Dell, which has slipped badly on price point.

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Dells drop this year is startling. From being the leading vendor last year, Dell slipped on all parameters. But the most worrying are overall product offerings, and both pre-sales service and marketing and post sales service. Post sales service is an area that should worry HCL as well, with all other vendors, including the assembled players, faring far better. CSA 2006 shows some upheaval in terms of overall ranks. IBM-Lenovo has clearly learned from its mistakes, and the new entity has pulled up from being #5 last year to establish itself as the leader in desktops. Following close is Zenith, which has replaced HP for the second spot. However, competition between the two remains stiff with the statistical significance of the difference in their satisfaction. Scores being marginal. Zenith has topped on key derivatives like pre-sales and marketing, post sales service, price and commercials, and delivery and installation. The assembled players remain a reckoning force in the market, especially when it comes to after sales service, and delivery and installation. All major vendors except Dell, Wipro, HCL and the assembled players have registered satisfaction scores above the industry average of 84.3. While Wipro has upped its satisfaction score this year, it fails, only marginally, to score above the industry average because the industry has raised its bar significantly. However, nearly all-major vendors have got their act together, with Dell being the only exception.

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Awards and Recognition: Zenith Computers Ltd.

AWARDS SC Awards for Highest Exports In IT Hardware The Economic Times Avaya Global Connect Customer Responsiveness Award Best Indian Laptop Brand 360 Magazine Best Buy Award for Laptop Digit Best Value Award for Laptop Digit Zero 1 Awards 2003 for Best Desktop PC Digit Star Nite Award 2002 Best PC Indian Brand VAR India Zero 1 Awards 2001 for Best Laptops Digit

YEAR 2006

2006-07 2005 2005 2004 2003 2002 2001

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Chapter 5 Research Methodology

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Research Methodology

Why market research To monitoring a changing marketing environment, marketers need to develop specific knowledge about their particular markets. Good marketers want information to help them interpret past performance as well as plan future activities. Marketers need timely, accurate and actionable information on consumers, competition and their bands. They need to make the best possible tactical decisions in the short run and strategic decision in the long run. Discovering a consumer insight and understanding its marketing implication can often lead to successful product launch or spur the growth of a brand. Market research system Marketing managers often commission formal marketing studies of specific problem and opportunities. They may request a market survey, a product-preference test, sales forecast by region, or an advertising evaluation. It is the job of marketing researcher to produce insight into the customers attitudes and buying behavior. A company can obtain marketing research in a no. of way. Most large companies have their own marketing research department, which often play crucial roles within the organization. Companies normally budget marketing research at 1 to 2 percent of company sales. A large percentage of that is spent on the services of outside firms. Marketing research firms fall into three categories. 1. Syndicated-services research firms- These firm gather consumer and trade information, which they sell for a fee. 2. Custom marketing research firms- These firms are hired to carry out specific projects. They design the study and report the findings. 3. Specialty line marketing research firms- These firms provide specialized research services. Small companies can hire the eservices of a marketing research firm of conduct research in creative and affordable ways, such as: 1. Engaging students or professors to design and carry out projects 2. Using the internet 3. Checking out rivals

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The marketing research process

Define the problem and research objectives

Develop the research plan

Collect the information

Analyze the information

Present the findings

Make the decision

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Step 1: Define the problem, the decision alternatives, and the research objectives. Marketing managers must be careful not to define the problem too broadly or too narrow for the market researcher. The marketing manager who instructs the marketing researcher to Find all the expectation of the corporate or business person about the laptop and desktop will collect lots of unnecessary information. Not all research project can be the specific. Some research is exploratory-its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas. Some research is descriptive-it seeks to ascertain certain magnitudes Step 2: Develop the research plan The second stage of marketing research calls for developing the most efficient plan for gathering the needed information. The marketing manager needs to know the cost of the research plan before approving it. Data sources: The researcher can gather secondary or primary data or both. Secondary data are data that were collected for another purpose and already exist somewhere. Primary data are data freshly gathered for a specific purpose or for a specific research project. Researcher usually starts their investigation by examining the some of rich variety of secondary data. Secondary data provide a starting point and offer the advantage of low cost and ready availability. When needed data do not exist or dated, inaccurate the researcher will have to collect primary data. The normal procedure is to interview some people individually or in groups, to get sense of how people feel about the topic in question. Primary data can be collected in five main ways: through observation, focus group, surveys, behavioral data and experiments. Observational research: Fresh data can be gathered by observing the relevant actors and settings. Consumers can be unobtrusively observed as they shop or as they consume product. Such as in any computer house, where lots of brands for sell, see what customer prefer more. This result to know that which and what fulfill the customers needs. Focus group research: A focus group is a gathering of six to ten people who are carefully selected based on certain demographic, psychographic, or other considerations and brought together to discuss at length various topic of interest.. Participants are normally paid a small sum for attending. A professional research moderator provides questions and probes based on discussion guide or agenda prepared by the responsible marketing managers to ensure that the right material gets covered. The moderator might start with broad question, such as What do you think about Computers? Then question move to how people view the different computers, different existing services. The sessions are typically recorded in some fashion, and marketing managers often remain behind two way mirrors in the next room. Survey research: Companies undertake surveys to learn about peoples knowledge, beliefs, preferences, and satisfaction, and to measure these magnitudes in the general population. Behavioral data: Customer leaves traces of their purchasing behavior in store scanning data, catalog purchases, and customer databases. Much can be learned by these data.

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Customers actual purchases reflect preferences and often are more reliable than statements they offer to market researchers. Experimental research: The most scientific valid research is experimental research. The purpose of experimental research is to capture cause and effect relationships by eliminating competing explanation of the observed findings. To the extent that the design and execution of the experiment eliminate alternative hypotheses that might explain the results, research and marketing managers can have confidence in the conclusion. Research instruments: Marketing researchers have a choice of three main research instruments in collecting primary data: Questionnaire, Qualitative measures, and mechanical devices. Questionnaire: A questionnaire consists of a set of questions presented to respondents. Because of flexibility, the questionnaire is by far the most common instrument used to collect primary data. In preparing questionnaire, the researcher carefully chooses the questions and their form, wording, and sequence. The form of the question can influence the response. Marketing researcher distinguish between closed end question and open end questions. Closed end questions specify all the possible answers and provide answers that are easier to interpret and tabulate. Open end questions allow respondents to answer in their own words and often reveal more about how people think. Qualitative measure: Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may otherwise be difficult to uncover. The range of possible qualitative research techniques is limited only by the creativity of the marketing researcher. Here are seven techniques Shadowing: Observing people using products, shopping, going to hospitals, taking the train, using their cell phones. Behavior mapping: photographing people within space, such as hospital waiting room, over two or three days. Consumer journey: keeping track of all the interactions a consumer has with a product, service, or space. Camera journals: asking consumers to keep visual diaries of their activities and impressions relating to a product. Extreme user interviews: talking to people who really know-or know nothing about a product or service and evaluating their experience using it. Story telling: prompting people to tell personal stories about their consumer experiences. Unfocus group: interviewing a diverse group of people : To explore ideas about computers.

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Step 3: Collect the information The data collection phase of marketing research is generally the most expensive and the most prone to error. In the case of surveys, four major problems arise. Some respondents will not be at home and must be contacted again or replaced. Other respondents will refuse to cooperate. Still others will give biased or dishonest answers. Finally, some interviewers will be biased or dishonest. Getting the right respondents is critical. Step 4: Analyze the information The next to last step in the process is to extract findings from the collected data. The researcher tabulates the data and develops frequency distributions. Averages and measures of dispersion are computed for the major variables. The researcher will also apply some advanced statistical techniques and decision models in the hope of discovering additional findings. Step 5: Present the findings As the last step, the researcher presents the findings. The researcher should present findings that are relevant to the major decisions facing management. Step 6: Make the decision The managers who commissioned the research need to weigh the evidence. Using the researcher information he has to make the better decision.

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Chapter 6 Process, Explanation, Detailed Description of Work

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Process Formulating the Research Problem

Choice of Research Design

Determining the sources of Data

Designing Data collection forms

Determining Sample size

Organizing and conducting the field survey

Processing and analyzing the data

Preparation of Research Report

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Explanation We have found the list of software companies of Pune, than visited to those companies and gathered some information like- Address, there Segment (means which types of software they are developing), there branches, Key People (Related to IT Department), Buying Process (What process they follow for purchase Desktop & Laptop), Current Setup (Presently which companys product they are using and how much) and Projection (is there any requirement? If yes, than how much and when). Format of Question (Account Mapping Sheet): COMPANY NAME: ADDRESS: Segment: Turnover: Other Details: KEY PEOPLE Name Designation Tel. No. Mobile Email

BUYING PROCESS CURRENT SET UP (with vendor names) Desktops: Laptops: Projection - Quantity and Time Frame Desktops: Laptops:

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Detailed Description of Work We have visited many Software Companies, met to IT manager or any other person of IT department and gathered some information through above query. We learned that how should talk to any Manager and how any companies compete with his competitors. List of visited companies: Ambit Software Blue Planet Solutions C3IT Software Solution Cash Tech Solution De Laval Digital Global e-bi India E-Kartha Harbinger System Irus Software Application Ivitesse Software Pvt. Ltd. Samarth Software Systems Pvt. Ltd. Sena Systems Pvt. Ltd. Softspin Survik Software Ltd. Synise Technologies Ltd. Vyom Labs Zensoft Services ipdrum Infobeans Seed Infotech A to Z Software System (I) Pvt. Ltd. GSG (Gateway Internet Protocol Management Pvt. Ltd.) Zensoft Services Kale consultants Crane software Siemens Senate technologies Saband software

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Chapter 7 Competitors Analysis

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Competitors Analysis HCL HCL Enterprise is a leading Global Technology and IT enterprise with annual revenues of $2.2billion. IT Products and Services contribute to revenues of over $1.1billion. The HCL Enterprise comprises two companies listed in India, HCL Technologies & HCL Info systems. The 29-year-old enterprise, founded in 196, is one of Indias original IT garage start-ups. Its range of offerings span Product Engineering, Technology and Application Services, BPO, Infrastructure Services, IT Hardware, System Integration, and distribution of technology and telecom products. The HCL team comprises of 25,000 professionals of diverse nationalities, who operate from 15 countries including 300 points of presence in India. HCL has global partnerships with several leading Fortune 1000 firms, leading IT and ITES firms. IBM IBM is an innovative, international technology company formed as a result of the acquisition by the Lenovo Group of the IBM Personal Computing Division. Today, these two companies are united under the Lenovo name. With Lenovos landmark acquisition of IBMs Personal Computing Division in May 2005, the new Lenovo is a major player in the global PC market, with approximately $13billion in annual revenue, and products serving enterprises and consumers the world over. Customers of the new Lenovo will benefit from the union of PCDs and Lenovos extraordinary R&D capabilities. Lenovos global research and development centers in China, Japan and the US have produced some of the worlds most important advances in PC technology. HP Hewlett Packard is the top performer in the Global PC market for the year 2006. HP has been very aggressive in its pricing. This has helped it enter developing markets which are price sensitive. Other than PCs it offers a range IT hardware products such as printers, scanners, servers, etc. HP has been continuously innovating its products. At the same time it has paid attention towards the aesthetics of PCs. People are now switching from Think pads, which are rough and tough, to Pavilions which has a good balance of look and performance. DELL Dell is one of the top performers in the global PC market. It had dominated the market for a long time, though HP replaced it as the top performer in the year 2006. Dell has come up to regain its lost land. One step in this direction is setting up its first manufacturing plant in India, which is coming up in Sriperumbadur in Tamil Nadu will commence commercial shipments in H2 2007 with a capacity to manufacture 4lakh units annually. It expects to reduce the lead time for delivering (typically 12-15 days) a PC to customers by 50 percent. Additionally it will save on air freight charges and import duty, which is significant and this will be passed on to customers.

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Tapping new areas Dell wants to capitalize on the burgeoning LCD/TFT monitor market and it has introduced new products in the 15, 17 and 19 inch category. Dell is running some exciting exchange programmes for business that want to replace their CRT monitors to LCD/TFT monitors. Dell is moving beyond direct sales. Dell Inc. will begin selling two models of its desktop PCs at Wal-Mart Stores Inc. The company would move beyond the direct sales model that once made it the worlds largest PC vendor. The strategy marks a major change in how Dell sells computers. Until now, the company has taken orders over the phone or via its Web site, allowed customers to choose their own specifications and then assembled a custom-built PC for each user. That approach allowed Dell to cut its storage and logistic costs far below its competitors, undercut their prices and win new market share. But the direct-sales business model is no longer such an advantage, since competing PC vendors say they have learned their lesson and trimmed their own costs and critics note that buyers in developing countries dont trust their postal systems enough to purchase expensive PCs through the mail.

SWOT AnalysisStrengthsCompetitive Pricing Considering the branded PC market, the pricing offered by Zenith is quiet aggressive. Zenith believes in direct marketing for the corporate segment which constitutes the biggest chunk of the total PC market. The reduction in cost is passed on to the end customer. After sales service Zenith provides 24x7x365 customer support to the Corporate Segment. The various customer satisfaction award it won are testimonial of its excellent after sale service. 3) The Boss- limited edition premium PC targeting CEOs with features rarely seen. It shows that when it comes to sophistication, Zenith is ahead of many of its competitors. One of the oldest and trusted Indian brand in the PC market. 5) One of the largest PC exporters of the country. The major export destination includes Europe, South Africa, North America, Asia and the Middle East. Indian Brand: As an Indian brand, Zenith provides an emotional touch to the Indian customers. At the same time it ensures that its customers get the best performance. Zenith believes in MNC Quality- Indian Price and has to a large extent succeeded in proving it. 1)

2)

4) 6)

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Weaknesses1) 2) 3) Not leveraging its position in the industry to catapult itself to a dominant position. Low attention towards the advertisements. Zenith pays less attention to R & D.

Opportunities1) 2) 3) 4) 5) Hardware market is the growing at high rate. The share of services in Indian economy is more than fifty percent and it is increasing. It offers a great opportunity for both the dimensions of IT hardware and software. Can explore untapped market within and outside the country. Concentrate on the smaller cities and town where market is booming. With laptops becoming more and more affordable to consumers, Zenith can raise its sales by focusing on ads of its laptops which currently have low awareness in the consumer market.

Threats1) 2) 3) Dells entry into Indian market. Dell, which for a long time relied mainly upon direct sales, is adopting new distribution channels for sale of its PCs. Changing Government rules. Government is focusing on reducing the cost of PC to as low as Rs.10,000/-. It definitely hits the manufacturers margin. Aggressive pricing by MNC players such as HP and Dell. Global tie up of many software companies in India with MNC brands for procurement of PCs.

4)

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Chapter 8 Bibliography And References

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Bibliography And References Books:

1)
2) 3) 4)

Marketing Management by Philip Kotler & KL Keller Fundamentals of Marketing by Stanton Market Research by Naresh K Malhotra Data Quest

Web Sites:

1) 2) 3) 4)

www.zenith-india.com www.pcworld.com www.pcquest.com www.google.com

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