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CHAPTER 1 INTRODUCTION
This dissertation report deals with the study on the factors that enhance a dealer to
gain a competitive advantage over other dealers in cellular industry.
The study was carried out within the Ludhiana city amongst a sample size of
dealers appointed as franchisees the four cellular service providers i.e., Airtel, Idea,
Vodafone, BSNL. The sample has been chosen on convenience basis.
The report has taken into consideration the contribution of attributes such as price,
quality, catchy advertising, public relation, reliability and ready availability of the
product concerned at a favorable product price, good distribution network at the
concerned dealers.
The major findings of the report are that the general conversion rate of cold calls into
productive call ranges from 50% to 60% and the conversion rate of a direct enquiry
received by the company which is passed on to the dealer ranges between 60% to 70%.
Customers are taking more time to place an order due to the competition in market and
the confusion prevailing in the minds of the customers either to opt for a GSM based
service or CDMA based operators of which pricing being the single largest
1.1 HISTORY OF CELLULAR TELEPHONY IN INDIA
The technology that gives a person the power to communicate anytime, anywhere
- has spawned an entire industry in mobile telecommunication. Mobile telephones have
become an integral part of the growth, success and efficiency of any business /
economy.The most prevalent wireless standard in the world today, is GSM. The GSM
Association (Global System for Mobile Communications) was instituted in 1987 to
promote and expedite the adoption, development and deployment and evolution of the
GSM standard for digital wireless communications.
The GSM Association was formed as a result of a European Community
agreement on the need to adopt common standards suitable for cross border European
mobile communications. Starting off primarily as a European standard, the Groupe
Speciale Mobile as it was then called, soon came to represent the Global System for
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Mobile Communications as it achieved the status of a world-wide standard. GSM
is today, the world's leading digital standard accounting for 68.5% of the global digital
wireless market.
The Indian Government when considering the introduction of cellular services
into the country, made a landmark decision to introduce the GSM standard, leapfrogging
obsolescent technologies / standards.
Although cellular licenses were made technology neutral in September 1999, all
the private operators are presently offering only GSM based mobile services. The new
licensees for the 4th cellular licenses that were awarded in July 2001 too, have opted for
GSM technology in india. .
1.2 CELLULAR INDUSTRY IN INDIA
The Government of India recognizes that the provision of a world-class
telecommunications infrastructure and information is the key to rapid economic and
social development of the country. It is critical not only for the development of the
Information Technology industry, but also has widespread ramifications on the entire
economy of the country. It is also anticipated that going forward, a major part of the GDP
of the country would be contributed by this sector. Accordingly, it is of vital importance
to the country that there be a comprehensive and forward looking telecommunications
policy which creates an enabling framework for development of this industry.
1.3 NEW TELECOM POLICY 1999
Telecommunications is now universally recognized as one of the prime movers of
the modern economy; hence it's vital importance for a developing country like India. The
availability of adequate infrastructure facilities is critical for acceleration of the economic
development of any country. In fact international studies have established that for every
1% increase in tele-density, there is a 3% increase in the growth of GDP.
Accordingly, the Government of India has accorded the highest priority to
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investment and development of the telecommunications sector.
Telecom requires very heavy investment and it was not possible for the Indian
Government to organize public funding of this sector on such a massive scale. In fact the
national telecom Policy 1994, estimated a resource gap of Rs. 23,000 crores to meet the
telecom targets of the eighth five-year plan of the Government of India (1992-97).
It was for this reason to bridge the resource gap between government funding and
the total projected funds requirement and to provide the additional resources to achieve
the nation's telecom targets that the telecommunications sector was liberalized in 1992
and the Government invited private sector participation in telecommunications.
Cellular mobile services were one of the first areas to be opened up to private
competition.
However, the attractiveness of the Indian market did not last for very long, as by
1997-98, the private cellular operators were confronted with a series of problems that
threatened their very viability and survival.
1.4 PROFILE OF THE ORAGANISATIONS:
a) Idea Communications Limited
Address:
Hemkunt Towers, 98,
Nehru Place, New Delhi-110019
INDIA
Service Area:
Brand Name:
Website :
Karnataka, Punjab
IDEA
www.idea cellular .com
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New Service Areas
The New Service Areas are Uttar Pradesh (East), Rajasthan, Himachal Pradesh, Bihar,
Mumbai, Karnataka and Punjab
Licenses for Uttar Pradesh (East), Rajasthan and Himachal Pradesh were acquired
through the acquisition of Escotel (Escorts Telecommunications Limited).
Services in Karnataka and Punjab were launched through the acquisition of Spice
Communications.
Idea launched its services in Mumbai and Bihar in 2008. The Mumbai launch was
the largest Metro City launch in India.
.
Our Promoters
IDEA Cellular is part of the Aditya Birla Group, India's first truly
multinational corporation. Global in vision, rooted in Indian values,
the Group is driven by a performance ethic pegged on value creation
for its multiple stakeholders.
Our Promoters are -
1. Aditya Birla Nuvo Limited
2. Grasim Industries Limited
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3. Hindalco Industries Limited
4. Birla TMT Holdings Private Limited.
Key People Board of Directors -
Mr. Kumar Mangalam Birla (Chairman)
Smt. Rajashree Birla
Mr. Sanjeev Aga (Managing Director)
Launch of Service {online}
Idea's Value Added Services are as innovative and exciting as your desires.
Click here to view the GPRS settings for different handsets
GPRS settings for different handsets ( Punjab )
Click here to view SMS festive charging rates
Toll Free numbers to Unsubscribe Dialer Tone
Idea Toll Free Service
Idea Dhamaka 3 Winners List
After all, an Idea can change your life
b) Bharti Mobile Limited
Address:
47, Millers Tank Bund Road
9
Bangalore 560052
INDIA
Phone:
Fax:
Contact:
Service Area:
Brand Name:
Website:
+ 91 80 228 2211
+ 91 80 228 2200
Mr. Jag dish Kini
AP, Karnataka, Punjab
AirTel
www.airtelworld.com
Bharti Mobile Limited offers services in Andhra Pradesh, Karnataka and Punjab
under the brand name "Airtel"
Promoters:
Bharti Mobile Limited, a joint venture of Bharti Enterprises and Telia.
Technology Partners
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises
. The Bharti Group, has a diverse business portfolio and has created global
Brands in the telecommunication sector. Bharti has recently forayed into
Retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the
Cash & carry business. It has successfully launched an international venture
With EL Rothschild Group to export fresh agri products exclusively to
Markets in Europe and USA and has launched Bharti AXA Life Insurance
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Company Ltd under a joint venture with AXA, world leader in financial
Protection and wealth management.
The Bharti Enterprises, established in 1976, is today a multifaceted organization
and a leading group involved in the manufacturing and
the services sector. Its key focus is on the marketing and operations of
a comprehensive range of telecom services in addition to the Healthcare sector.
Launch of Services:
Karnataka: AirTel launched it's services in Karnataka on May 13,2000. The
services in Punjab started in February 2002.
AirTel is brought by Bharti Enterprises, India's leading telecom conglomerate,
through its company, Bharti Mobile Limited. Bharti Enterprises has
revolutionized Indian telecommunications with its world-class products and
services.
Pre-paid Card:
The pre-paid card "Magic" is a nation wide brand.
Chairman & Managing Director since October 2001
Board Director since: July 1995
Sunil Bharti Mittal is the Chairman & Managing Director of Bharti Airtel Ltd. head
quartered at New Delhi, India.
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Bharti Airtel, India's leading private integrated telecom company, has been at the
forefront of the telecom revolution and has transformed the telecom sector with its world-
class services built on leading edge technologies. Bharti has been a pioneering force in
the telecom sector and today enjoys a strong nationwide presence.
Bharti Airtel has grown successfully in partnership with various leading companies of
the world - Singapore Telecom, Vodafone, Warburg Pincus, British Telecom to name a
few.
Bharti Group has joint ventures with AXA for financial services, with Wal-Mart for
retail, and with Del Monte for its agri-business. Beetel Teletech, another group company,
is India's largest manufacturer and exporter of telephone terminals
c) Vodafone Essar Telecom Limited
Corporate office Vodafone Ltd.
Peninsula Corporate park
Ganbpatro Kadam Marg
Lower Parel
Telephone :- +91 22 666 45000
Fax :- +91 22 6666 1222
Email :- Vodafone care.pun@vodafone.co.in
Vodafone Essar Telecom Limited
Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license
for Mumbai. The company now has operations across the country with over 68.76 million
customers**. Over the years, Vodafone Essar, under the Hutch brand, has been named
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the ‘Most Respected Telecom Company’, the ‘Best Mobile Service in the
country’ and the ‘Most Creative and Most Effective Advertiser of the Year’. Vodafone
Group is the world’s leading international mobile communications corporation. It
currently has equity interests in 27 countries across 5 continents and 40 partner networks
with over 289 million proportionate customers worldwide. The Essar Group is
Vodafone’s principal partner in India. The Essar Group is a diversified business
corporation with a balanced portfolio of assets in the manufacturing and services sectors
of Steel, Energy, Power, Communications, Shipping Ports & Logistics, and Projects.
Essar employs more than 50,000 people across offices in Asia, Africa, Europe and the
Americas. **Figures from Cellular Operators Association of India, March
d) Bharat Sanchar Nigam Limited
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest
Telecommunications Company providing comprehensive range of telecom services in
India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service,
MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five years it has
become one of the largest public sector unit in India.
BSNL has installed Quality Telecom Network in the country and now focusing
on improving it, expanding the network, introducing new telecom services with ICT
applications in villages and wining customer's confidence. Today, it has about 47.3
million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM
Capacity, more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196
Rkm of OFC Cable, 63730 Rbkm of Microwave Network connecting 602 Districts, 7330
cities/towns and 5.5 Lakhs villages.
BSNL is the only service provider, making focused efforts and planned
initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom
operator in the country to beat its reach with its wide network giving services in every
nook & corner of country and operates across India except Delhi & Mumbai. Whether it
is inaccessible areas of Siachen glacier and North-eastern region of the country. BSNL
serves its customers with its wide bouquet of telecom services.
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"Service is our Motto"
Salient Features Offered
1. Prepaid services
2. Postpaid services
3. Supplementary services
Call waiting or Call Alert
This facility alerts you to an incoming call while you are already engaged in a
conversation. You may either discontinue the first call and take the waiting one or
put the first call on hold and take the second one .
Call Hold
An outgoing call presently engaged can be put-on hold status while another fresh
call can be initiated .You may switch over between the two calls alternatively.
Call Diversion or Call Forwarding
You may divert all the incoming calls to your mobile number to another mobile
number or a PSTN number. This is called call Diversion un-conditionally. As an
alternate you may divert all incoming calls to your Voice Mail Box by
programming the destination as 17000. Also call diversion can be achieved when
the number is either busy or no-answer or when you are out of reach.
Calling Line Identification
The identification of the calling number (CLIP) is presented on your telephone to
enable you to recall at a later time, besides knowing your Caller
Calling Line Identification Restriction (CLIR)
If you do not want your number to be presented to the called party always, then
the same can be activated upon request.
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Unified Messaging System (UMS)
The objective of UMS is to allow subscribers to send, retrieve & manage
messages in a uniform way, regardless of whether the message is a Voice Mail, a
Fax Mail or an e-mail. Each UMS -subscriber is assigned a unified message mail
box number, which is usually the mobile number itself and e-mail address.
UMS mailbox can be accessed either by invoking call-forwarding feature or by
directly dialing Unified Message Mail Box Number. It shall also be accessed from
web-browsers, a standard e-mail clients and WAP- terminals.
Features
1. Call answering
2. FAX answering
3. Message Deposit Services
4. Message Retrieval Services
5. Message Delivery Services
6. Call Return
7. Message Management (New/Listened Message, Urgent delivery, Replay etc.)
8. Mail Box Management (Tutorial, system generated or customized greeting,
password, user language etc)
e-mail address http://www.bsnl.co.in
1.5 STATEMENT OF THE PROBLEM:
The main purpose of this study is to analyze as to why some dealers in the cellular
industry are not doing as well compared to other dealers who are performing extremely
well when all of them are selling similar products and services at similar prices and
similar market conditions with very few or no differentiation of the product or service at
all
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This problem is analyzed by gaining some very intricate information through
various dealers of various operators like Airtel, IDEA, Vodafone and BSNL
1.6 SCOPE OF THE STUDY:
The study is exclusively conducted on the cellular industry operating on the GSM
platform. To analyze the operations of its various dealers and to get an insight to the
various factors that help a dealer gain a competitive edge over that of its rivals. The study
was carried for the dealers located with in Ludhiana City only, for a period of 3 weeks.
As both personal and organizational customers use the product, their needs, preference,
usage, habits, post purchase action vary widely which in turn gave a wide and large scope
for analysis.
1.7 NEED FOR THE STUDY:
The need of the study is to find out the existing market opportunities in today's
highly competitive consumer market for cellular services. This study apart from market
opportunities also includes a study on the profile of the various organization, where
topics such as origin of the organizations, future prospects of the organizations,
functional departments of the organizations, capability and organizations structure is
covered
1.8 OBJECTIVES OF THE STUDY:
The main objectives of the study cannot be minimized to one or two points
because one point leaves one with another question to be answered. The main objectives
are as listed as follows:
1. The study helps to appreciate the factors leading to customer satisfaction.
2. The study helps to understand how to gain a competitive edge over other players in
the market.
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3. To understand various factors that play a major role in marketing GSM based cellular
services
4. To find out the effectiveness of customer support provided by the organizations
1.9 LIMITATIONS OF THE STUDY:
The study for the research work is conducted in Ludhiana City and there are
certain limitations in carrying on the study. Some of the limitations are as follows.
1. The survey is limited to areas in and around Ludhiana City only.
2. In view of parity of time and resources, the study is limited to in and around Ludhiana
city only.
3. The study which was being conducted needed a wide & analysis expertise &
knowledge skill which was lacking.
4. There was shortage of time.
The calculation regarding data interpretation of difficult
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CHAPTER 2: REVIEW OF LITERATURE
Available literature relating to the problem must be reviewed before definitions of
the research problem are given. A detailed review is necessary of existing and available
literature that has already been published in some form or other. This is done to find out
what data and other material if any is available for operational purposes. Any published
articles that relate to the topic of study also give an accurate direction to the study.
Pawar (2008): In his studies he have concluded about the Indian telecom companies and
discussed about the gratitude of the customers who are with them for so many years ,
which reflects there monetary benefits that they earn. Her a study is made pertaining to
customers behavior regarding decision making and it has been ,her the companies tries’
to study and think the customer behavior , keeping this aspect in to consideration the
company tries’ to design a strategy which should be of same tangible use to customer
instead of just emotional showy, it has been studied how monetary benefits plays a big
factor in decision making of Indian customers. Hence the companies while designing
their benefit strategies should try to understand how attractive their strategies are? And
how much the customers are valuing their strategies? And they should also consider the
factor that what customer demands are?
Wagh & Sinha (2008): In their survey regarding consumer that how economy is the most
influencing factor for mobile subscribers, and how any fall or rise in tariffs directly
effects mobile usage ,as in survey in his survey 88% customers accept that they will talk
more if the call charges declines . In addition, multi usage, better services and other
factors influence customers. Thus more market could be tapped and more usage of cell
phones could be increased if call tariffs further decline good services or quality customers
services includes politeness, responsiveness ,promptness,carring and commitment toward
customers .
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Reddy (2009): In his study he has taken in to consideration various types of devices for
communication, he has further done the product division, consisting of Nokia mobile
phones and its services are being studied in context to other mobile phones such as 3G\
WCDMA AND CDMA Cellular technologies. The enterprise solutions and networks
consisting of GSM, EDGE are studied further. What is the awareness’ level among
customer? Role of media in attracting customers, option about the price of Nokia hand
sets is further studied in comparisons to other hand sets
Sahu , Gauri & Gupta (2005): In their article they presents a framework to assess the
impact of Mobile Communications on the flexibility of the organizations. Following the
digital revolution Mobile space is offering opportunity to make business functions
effective. The most obvious impact is the flexibility gained in business operation. A
framework is suggested to assess the organization's flexibility gained due to mobile
applications. It takes into the consideration the various business applications that are
possible using mobile phones and suggest a flexibility index. This is illustrated with a
case study of a multinational organization. The flexibility index is subsequently
compared with other Indian organizations. .
Bureau march 25 (2008) : In this article of “ cellular traders.com” the top rated cellular
&mobile phones dealear dealing in buying & selling of mobile phones,cellphones and
reviews cells phone bongs and review ,whole sale mobile phone traders phone
unlocking etc,it is also given which service they provide :-
sagem,nokia,audiovox,Kyocera,Motorola,sumsung,Siemens,LG,Panasonic and others.
This article also gives the information about availability of global calling cards which are
available in cheap rates which are u unlock with experience and expertise ,even live chat
is available from where buying nad selling of phones are possible which are available in
cheap rates
Bureau (2006) :This article contain the over view of the GSM system and where this
article describes about the philosophy behind its design ,where it has been given that
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GSM was a momentum task that the GSM original committee undertook and which has
proven a success showing that inter national corporation on such a project between
academia, industry and government can succeed .where it is a standard that ensures inter
operability without shifting competition and innovation among suppliers ,to the benefit of
the public both in terms of cost and service quality.
And where GSM has shown its commitment to openness , standards
& inter operability is the compatibility with the integrated services,digitial network that is
evolving in most industrialized countries and Europe in particular.
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CHAPTER 3. RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN:
A central part of the research design is to develop an effective research strategy of
the design. A research design is a logical and systematic plan prepared for directing a
research study. It specifies the objectives of the study, the methodology of the study,
techniques to be adapted for achieving the objectives. It constituted the blue print for the
collection measurement and analysis of data.
Research designs can be classified in various ways.
a) EXPLORATORY DESIGNS:
Exploratory design is necessary as it gives valuable insight, results in a firm grape
of the essential character and purpose of specific research surveys and encourages the
development of creative alternative research strategies.
b) DESCRIPTIVE STUDIES
Descriptive studies start from substantial prior knowledge of marketing variables
for this type of research to be productive, questions should be designed to secure specific
kinds of information related, perhaps, to product performance, market share, competitive
strategies distribution etc.
3.2 SAMPLE DESIGN:
A sample design is a total structure and plan of the sampling exercise. It will have
details of the sampling techniques used, the size of the sample, the type of the sample and
any other relevant details.
a) SAMPLE SIZE:
The sample size chosen was some dealers of the four cellular service providers
i.e., Airtel, IDEA , Vodafone , BSNL within Ludhiana city .
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b) SAMPLING TECHNIQUE ADOPTED
Convenience sampling: In this method of sampling selection, the sampler chooses the
sampling units on the basis of "convenience" or "accessibility". This type of sampling is
most recommended with exploratory research designs when all that is needed is an
approximation of the desired phenomena, and there is the constraint of obtaining this
approximate quickly and inexpensively.
c) SAMPLE UNIT:
The research is an effort to study the factors that enhance a dealer to gain a competitive
advantage over other dealers in cellular industry in Ludhiana city"” A survey of some
dealers is conducted in general to derive at the conclusion. The channel partners of Airtel,
Idea, BSNL, and Vodafone were interviewed in most of the cases since they had in depth
knowledge both with respect to the consumers as well as the parent company. In few
cases, where the channel partners were not actively involved managers of the showrooms
were interviewed.
3.3 SOURCES OF DATA:
Data collection is the most important step in the research work. The researcher
has to look for source of data, which can be collected and analyzed to achieve results as
per the set of objectives. In this study primary as well as secondary data is being used.
Primary data is mainly collected through the use of Questionnaires and also through
personal interviews. Secondary data has been procured from reference books and
information available on the website and other studies conducted on related topics. All
these have been used to provide a valuable and vital input to the study and also give
authenticity to the findings.
a) SECONDARY METHOD
Secondary data is a data, which is available from the post studies and records. The
secondary data is collected from the respective service providers , from their manuals,
website of the same organizations, from magazines and journals. It is more advantageous
in that it is cheaper and more readily available than primary data. But it has certain
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disadvantages that it may be outdated and not collected for the purpose at hand.
Data Collection Instruments: For collecting good information, the researcher should
use effective data collection instruments. The data collection instrument used in the study
is the questionnaire. The questionnaires are distributed directly to the respondents by the
researcher. As far as possible the researcher has tried to see that the answers were given
immediately on order to minimize the influence of any third party opinions. The
questions asked are both open-ended as well closed questions.
b) PRIMARY DATA:
The research work is mainly dependent on primary data. It involves data, which
has been directly obtained form the respondents through the Questionnaires as well as
opinions expressed by the respondents. This is up to date data as the analysis is done
immediately after obtaining the data through the two methods. Two methods used for
collecting primary data are:
Personal interview method
It has been helpful in that the researcher has been able to clarify any doubts and
misunderstanding that the respondent may have had. However there has also been a
serious drawback in that there is the likelihood of bias in answers from the obtrusion of
the interviewer.
Survey method
In this case self-administered responses of the normal question and answer
method were handed out to respondents where they met. Clear instructions were given
along with questionnaires.
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CHAPTER 4: DATA ANALYSIS AND INTERPRETATION
CLASSIFICATION AND TABULATION OF DATA
Once the data has been collected, the process of analysis begins. Almost invariably
the data must be first translated into a form appropriate for analysis. This chapter
Concerns the process of taking completed questionnaires and preparing them for analysis.
The research steps following the gathering of data related to this process of data
preparation is presented below.
Validate data
Edit acceptable Questionnaire
Code the Questionnaire
Key punch the data
Clean the data set
Store the data set for analysis
Analyze the data
The conclusions about these preparatory steps are based on assumptions involving
general logic about the interpretative process and about the supposed nature of the data
relative to the appropriate analysis. The transformation of raw data into useful
information requires that the data be validated, edited, coded, so that it can be stored for
further analysis. The classified data are then analyzed using statistical tools. The data has
first been shown in a tabular form and a brief explanation is given following that. Each
table is followed by graphs, which provides for easy visual interpretation of the data.
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Table -4.1 Name of parent company in which the dealer is dealing in
Name Of
Company
Respondents
Airtel 7
IDEA 2
Vodafone 2
Bsnl 4
GRAPH NO:-4.1 Name of parent company
ANALYSIS
From the above graph I have interpret that there are
BSNL: - 4 dealers
IDEA: - 2 dealers
Vodafone: - 2 dealers
Airtel: - 7 dealers 25
Table-4.2 Location of dealer offices in Ludhiana city.
z Services Percentage
Bharat nagar chowk BSNL 4
Mal road IDEA 2
Bhai wala chowk VODAFONE 2
Saraba nagar AIRTEL 7
TOTAL 15
Graph :-4.2 Location of dealer offices in Ludhiana city
ANALYSIS
The main offices of the dealers dealing in the services studied under were:-
BSNL: - 4 dealers
IDEA: - 2 dealers
Vodafone: - 2 dealers
Airtel: - 7 dealers 26
Table-4.3 Duration for which the dealers have been in cellular market
Graph 4.3 Duration for which the dealers have been in cellular market
Analysis:-
From the above graph it is clear that the dealers dealing in various cellular services were
maximum of were in 3to 6 years.
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Duration Respondents
Less than one year 1
1-3 years 5
3-6 years 7
More than six years 2
Total 15
Table 4.4 Frequency of review meeting regarding sales and collection with the
parent company
Frequency Respondents
Daily once 9
yearly 0
Weekly once 5
monthly 1
Total 15
Graph 4.4
Inference : .
The no of dealers giving report to there parent company are seen maximum giving on
daily bases which is 7 out of 15 respondents, 0 for yearly bases , 4 for weekly bases & 1
for monthly basis
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Table 4.5 Feedback about the nature of complaints received from the customers to
the dealers
Nature of complaint Respondents
Poor network 8
Late bill 2
Value additions 0
Bill discrepancies 5
Total 15
Graph 4.5Feedback about the nature of complaints received from the customers to the
dealers
Inference : we can see from the above table that the customers face much difficulty in
finding good network services, and then is the problem of bill discrepancies ,and last is
the problem of late bills
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Table 4.6 Feedback about the nature of complaints to the parent company
Feedback of
dealers to the
company
Respondents
Yes 15
No 0
Total 15
Graph 4.6
INFERENCE:
As seen from the above table all the dealers do give feedback about the nature of
complaints from the customers to their respective parent companies on a regular
basis.
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Table 4.7 Response of the dealers as to whether the parent company takes the
complaints into consideration to improve the quality of the product
Feedback of company
toward dealer
Respondents
Yes 12
No 3
Total 15
Graph: 4.7 customers complain in to consideration
Analysis
There were 12 dealers who gave the response that yes the company takes the
complain in to consideration and there were 2 who said no.
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Table-4.8 Awareness of the dealers about their competitor’s sales network
Awareness Respondents
Good 7
Average 8
Nil 0
Total 15
Graph 4.8 awareness level of dealears
Inference : From the above table it is seen that 40% of the dealers believe that they
have a good awareness about their competitors sales network and the remaining 60% of
the dealers believe that their awareness about their competitors sales network is average.
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Table-4.9 how long does the company takes to attend a complain
Hours Respondent
2hrs 1
2-4 hrs 2
4-6 hrs 6
More than 6hrs 6
Total 15
Graph 4.9
Inference : From the above table it is clear that the company takes minimum of 4-6 hrs
& more than it to solve the customers problems.
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Table 4.10 What factors the customers take in mind to decide which services to
choose
Effect of time on services Responden
ts
price 6
Competition level 1
Facilities available 7
Advertisement 1
Total 15
Graph :-4.10 factors customer take in mind while deciding the services to choose
Inference :-From the above table it is clear that the consumer consider firstly the
availability of facility from the service provided to him secondly he consider the
price level of the service that is whether he is able to afford or not and competition
level and advertisement level comes under same level
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Chapter 5 SUMMARY OF FINDINGS:
The focus of the project was to study the various factors that enhance a cellular
service dealer to gain a competitive advantage over competitor's dealer in Bangalore City.
The various factors that can have an effect are listed below.
Brand Image
Pricing policy
Promotional policy
Sales force motivation levels/ Incentives
After sales service
Dealers investment/Infrastructure
Number of dealers
Delivery times
According to the survey the experience of the respondents in the industry varied
from a short period of less than a year to more than six years and the people who
managed these dealers were with immense cellular service background.
Most of them believed that a highly motivated sales force along with good after
sales service was very important to generate new business and retain them.
It was also found during the study that the general conversion rate of cold calls into
productive call range from 50% to 60% and the conversion rate of a direct enquiry
received by the company which is passed on to the dealer range between 60% to 70%.
Another important finding was, as to why customers are taking more time to place
an order is because of competition in market , confusion prevailing in the minds of the
customers either to opt for a GSM based service or CDMA based operators of which
pricing being the single largest factor.
Most of the dealers had a average awareness about their competitors sales network
and felt that their sales force was stronger than their competitors because of their
technical competence, good marketing skills and good training imparted to their sales
force.
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Another important finding was that the top three companies for post paid cellular
service were
1. Airtel
2. BSNL
3. Vodafone
The top three companies in the market for prepaid services were
1. Airtel Magic
2. Idea
3. Hutch
The study also revealed that most of the companies/dealer undertake , Customers
meet ,road shows ,paper inserts etc on a regular basis.
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CHAPTER6 RECOMMENDATIONS;
The factors that are responsible for a dealer to gain a competitive edge
over their rivals are is quite simple and straight foreword as described
below.
If a dealer is associated with an organization, which already has, a good
brand image in the market, there is no shortage of direct enquiries received
by the company or the dealers. But having received an enquiry and to
convert it into business is the main task here.
In this busy world the customers or potential customers have very little
time to decide on products. They expect that the company/dealer who
approaches them are trustworthy and provide good value for their money.
It is here that the human relationship or human skills come into play. Once
a company or its sales person enjoys a good rapport with his customers
then he is more likely to pick the order.
Once this trust is gained the customer would be more comfortable to deal
with that particular individual than any other individual of the
company/dealer as such Efficient service and proper pricing are also very
important in this industry.
The trust gained by an individual from his customer can be retained by
efficient and reliable service. Thus the service department of the company
also plays an important role in this regard.
When we talk about human skills, then in this context we mean that the
customer is more comfortable with a particular individual of the
company/dealer and would always approach him for his services.
Since the customer is more comfortable with a particular individual of a
company, there is a negative aspect to this i.e., what happens if the
individual leaves the company and goes over to a competitor, then along
with him goes the customer also. Thus, it is very important for the dealer
to retain their employees.
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It is often said that 80% of your business always comes from 20% of your
existing clients. Thus the company-customer relationship is to be kept
going on for a long period of time.
In a highly competitive market situation prevailing as of now , it becomes
very important for the organizations to provide with a proper after sale
service and appropriate customer support .
It is also evident from the research that many customers have a complaint with
respect to the network coverage of the operators. Therefore enough support
needs to be provided by the parent organizations to the dealers by setting up
latest infrastructure and updating their technologies as and when needed
which increases the overall quality of the service which helps the dealer to
have an edge over the dealers of the competitive network.
.
38
CONCLUSION:-
It also becomes the responsibility of the organizations to satisfy the current
customers by keeping them updated with the normal changes in their rate plans
and also the kinds of services introduced by them from time to time.
. This is because word of mouth communication by the existing customers plays a
vital role in influencing the purchasing decision of new customers. It was also found in
the research that any new offers introduced by the organizations are generally available
for the new customers only , which results in customer dissatisfaction, therefore
organizations need to spread the offers to the existing customers also which would
prevent them from switching to different operators.
More emphasis also needs to be given to promotions of their respective
organizations which would eventually help their dealers overall. Road shows in different
areas help the dealers of that particular area to gain a competitive edge over their
competitors.
Thus, the above-mentioned factors need to be undertaken by the dealers and
enough support must be provided to these dealers by the top management of the
respective organizations.
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Bibliography
Pawar Ananad,“Customer loyalty programs in mobile telecom sector”, GITAM Journal
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Wagh Ajay and Dr. Sinha S.K, “analyzing growth of cellular telecom sector and
understanding consumers preferences and choices on the use of cell phone”, Indian
journal of marketing, Volume:-XXXVIII, Issue no: 9, September 2008 Page (27 – 35).
Reddy J.V, “Customer satisfaction of Nokia mobile handsets users”, Indian Journal Of
Marketing, Volume No:-XXXI , Issue no:-4, April 2009 (page: 33 -48).
Press Release information and reviews on GSM and Cellular Phones at Cellular,
Trader’s .com, March 25, 2008.
Article “Global Journal of flexible System management janauary (2005).
Article gsm server.com (2006).
G.P Sahu, Salil Gauri, M.P Gupta.” Cellular Telephone In Consideration To Indian
Context “(January 2005)
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vodafonecare.pun \ @vodafone.com
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http://www.accessmylibrary.com/coms2/summary_0286-20329384_ITMm
http://in.news.yahoo.com/32/20090417/1059/tbs-cdma-players-charge-dot-with-
favouri.html
http://www.techtree.com/India/News/
CDMA_GSM_Mobile_Phones_to_Have_11_Digit_Numbers/551-100779-613.html
http://wirelessfederation.com/news/10074-cdma-players-eye-gsm-india/
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