pallavi sip report
TRANSCRIPT
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SUMMER INTERNSHIP PROJECT REPORT
TOPIC:
Study of Dealer Satisfaction & Problem Faced by Dealers of Data
Care Corporation
PROJECT DURATION:2nd June 2011 to 2nd August 2011
COMPANY NAME:
Data Care Corporation
Submitted by:
Pallavi N. Wadhe
StudentAGBS, Pune
MBA (20102012)
In Partial Fulfilment of
MASTER OF BUSINESS ADMINISTRATION
AMITY GLOBAL BUSINESS SCHOOL, PUNE
Faculty Guide: Industry Guide:
Prof. Nidhi Puranik Mr. Sandip Kurunwade
Marketing Faculty Manager- Operations
AGBS, Pune Mr. Prasad Dixit
Manager- Customer Care
Data Care Corporation, Pune
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CERTIFICATE
This is to certify that Miss Pallavi N. Wadhe , pursuing her MBA from
Amity Global Business School, Pune, has succes sfully completed her
two- month summer internship project on Study of dealer
satisfaction and Problem faced by dealers of Data Care
Corporation under my guidance and supervision.
This report is an authentic piece of work to the best of my knowledge.
SIGNATURE SIGNATURE
Dr. Chabi Sinha- Chavan Prof. Nidhi Puranik
Dean Faculty Guide
AGBS, Pune AGBS, Pune
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DECLARATION
I, Ms. Pallavi N. Wadhe , Student of Amity Global Business School,
Pune. Hereby declare that this project report is a result of culmination of my
sincere efforts. I declare that this submitted Work is done surely by me to the
best of my knowledge; such work not been submitted, by any other person for
the award of degree or diploma.
Date: - Pallavi N. Wadhe
Place: - Pune M.B.A. (Marketing)
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ACKNOWLEDGEMENT
I would like to express my deep sense of gratitude to the management of
Data Care Corporation , for granting me an opportunity to work on this
interesting topic. At the same time I appreciate the effort of AGBS, Pune to
motivate me for my best.
I would express my sincere thanks to our Dean, Dr. Chabi Sinha-Chavan
for granting me to undertake such an excellent project which helps me to
acquire tremendous Knowledge and self-confidence. I sincerely thank to my
project guide Nidhi Puranik Maam and express my sincere gratitude forexcellent guidance for the completion of my project.
I would also like to thank my Industry Guide at Data Care Corporation,
Mr. Prasad Dixit and Sandip Kurunwde Sir , for their valuable insights and
tips on how to get the most out of the two- months in hand, and also to make the
project better. Also, I would like to thank the Director of Data Care
Corporation, Mr . Anil Mhaske , for providing me with this valuable, and at the
same time enjoyable, learning experience.
I would like to acknowledge the work of all the people who directly or
indirectly helped me during my summer internship at Data Care Corporation,
Pune.
Last but not the least, thank you to all my classmates who helped me for
completion of this project.
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INDEX
Sr.
No.
Contents. Page
No.
1. Introduction 8
1.1: Abstract 9
1.2: Meaning / Definition 10
1.3: Importance of study 11
1.4: Research objectives 12
1.5: Scope of study 13
1.6: Research Methodology 14
1.7: Methods of data collection 15
1.8: Limitation 17
2. Company Profile 18
2.1: Introduction of Company 19
2.2: Mission of the Company 20
2.3: About Company 21
2.4: Product Information 26
3. Literature Review 30
3.1: Distrbution Channel 31
3.2: Channel Strategy Of Data Care Corporation 33
3.3: Indian IT Industry 37
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4. Data Analysis 45
4.1: Data Analysis and Data Presentation46
4.2: Introduction to Data Analysis Process 46
4.3: Data Analysis47
4.4: Conclusion60
5. 5.1: Findings 62
5.2: Suggestions 64
5.3: Conclusion 66
5.4: Bibliography 67
5.5: Appendix / Annexure 68
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LIST OF TABLES & GRAPHS
Sr.
No.
Title Of The Table & Graph Page NO.
1 Figure3.1.1: Three tier architecture of
distribution channel
34
2 Figure 3.2.1: Total PC (Desktop & Notebook)
Sales 2004-2010
43
3 Figure 1: Pie Chart showing the number of
years dealers working with DCC.
47
4 Figure 2: Graph showing sectors in which
dealers deal
48
5 Figure 3: Pie Chart showing branding support
received by DCC.
49
6 Figure 4: Pie Chart showing percentage of
sales persons visit to dealers.
50
7 Figure 5: Graph showing dealers satisfaction
with the purchasing experience.
51
8 Figure 6: Pie chart showing percentage ofdealers happy with schemes offered.
52
9 Figure 7: Doughnut chart showing percentage of
business volume of dealer accounted by DCC
53
10 Figure 8: Graph showing satisfaction level of
dealers with the responsiveness of DCC
54
11 Figure 9: Graph showing satisfaction level of
dealers with respect to overall products and
services provided by DCC.
55
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CHAPTER 1
INTRODUCTION
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1.1: ABSTRACT:
Indian IT industry is growing very fast and India is now becoming most sought
after country for outsourcing services and manufacturing products. The
hardware industry of India is also growing.
There are many Indian players in hardware industry from HP to HCL. It is
important for a company to reach its products to the end users in an efficient
manner. Thus distribution channel plays an important role for companies
product to reach its end consumers.
This project is done for Data Care Corporation Company who is distributor;
with the aim to know the dealer satisfaction with products & services provided
by DCC and also to address problems faced by the dealers.
The project also focuses on the distribution strategy implemented by DCC. It
also studies feedback giv en by dealers and dealers perception of DCC.
This project is done in Pune. There are 60 samples taken for the study. The data
is collected through questionnaire method. The findings of project have the
significant importance in formulation of strategy for company.
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1.2: MEANING /DEFINITION:
MARKETING:
Marketing is defined as 'satisfying needs and wants through an exchange
process'.
-Philip Kotler
MARKET RESEARCH:
Market research is defined as the systematic design, collection, analysis, and
reporting of data and findings relevant to a specific marketing situationfacing the company.
-Philip Kotler
DISTRIBUTION CHANNEL:
Distribution channel are the sets of interdependent organizations involved in the
process of making product or service available for the use of the consumption.
- Stean & El Ansari
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1.3: IMPORTANCE OF STUDY:
It will give idea about dealer s satisfaction with DCC.
It will help to find the problem areas.
It will help to know dealers perception about DCC.
It also gives general idea about efficiency of distribution channel.
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1.4: OBJECTIVES OF STUDY:
The need was felt at Data Care Corporation to find out dealers satisfaction
with the services provided; Also problems that dealers were facing & to find out
solution to deal with these problems.
PRIMARY OBJECTIVES:
Find the dealers satisfaction with the services provided to them.
Find problems faced by the dealers & provide solutions for the same.
To study distribution channel of DCC & provide suggestion to improve the
performance.
SECONDARY OBJECTIVES:
To study dealer perception about DCC.
To study suggestions given by dealer.
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1.5: SCOPE OF STUDY:
This project has taken into consideration dealers located in city of Pune,
India only.
This project includes dealers in the Central Pune area only. Central Pune
area covers Somvar Peth, Sadashiv Peth, Shukrawar Peth, Narayan Peth,
Nana Peth, Navi Peth, Rasta Peth, Ravivar Peth, Budhwar Peth.
These dealers are regular customers of DCC.
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1.6: RESEARCH METHODOLOGY:
WHAT IS RESEARCH?
Research is a systematic inquiry aimed at providing information to solve
managerial problem.
A research design is a master plan or model for the conduct of the formal
investigation. A research design is the specification of the method and
procedure for acquiring information need for solving the problem. The formal
investigation plan will concentrated on the sources of information and selection
model and method of data collection
RESEARCH METHODOLOGY:
Research Methodology is a way to systematically solve the research
problem. It may be understand as a science of studying is done scientifically.
The scope of research methodology is wider than research methods.
TYPES OF RESEARCH:
The basic types of research are as follows:
1. Descriptive vs. Analytical
2. Applied vs. Fundamental
3. Quantitative vs. Qualitative
4. Conceptual vs. Empirical
My research work is Descriptive in nature.
DESCRIPTIVE RESEACH:
Descriptive research includes surveys and fact- finding enquiries of different kinds. The major
purpose of descriptive research is description of the state of the affairs as it exists at present.
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1.7: METHODS OF DATA COLLECTION:
The samples has selected by Convenience Sampling Method.
When population elements are selected for inclusion in the sample based on the
ease of access, it can be called convenience sampling .
There are two types of data:
Primary Data
Secondary Data
PRIMARY DATA:
Primary data can be collected either through experiment or through
survey. This data customized according to the needs of the researcher. The
collection of primary data is costly and time consuming. It requires greater
planning and coordination. But this data represent clear and accurate picture of
facts. So it is more reliable as compare to secondary data. If the secondary data
is not available then the primary data can used for research.
I have collected primary data by filling questionnaires from Dealers.
SECONDARY DATA:
Secondary data is readily available for use. This data has been collected
by someone in past. Such type of data is available in various forms such as
books, journals, periodicals, magazines, unpublished bibliographies, websites,
articles etc. This data is more detail in nature. It is also known as historical
data.
I have used secondary data for my study. I have collected secondary data from
following sources:
Company website
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Other websites
RESEARCH INSTRUMENTS:
The structured questionnaire is used for my study. Questionnaire is designedaccording my research objectives. In my questionnaire open ended as well as
closed ended questions are included.
FOR DEALER SURVEY:
The larger is the sample size more is the accuracy in research.
POPULATION : 1000 (approx.)
SAMPLE SIZE : 60
SAMPLING TECHNIQUE: Convenience Sampling
Non Probability Sampling:
Non probability sampling is also known as purposive or deliberate sampling.
This sampling method involves purposive or deliberate selection of particularunits of the universe for constituting a sample which represents the universe.
Convenience Sampling:
When population elements are selected for inclusion in the sample based on the
ease of access, it can be called convenience sampling. In all forms of research,
it is ideal to test the entire population, but in most cases, the population is just
too large that it is impossible to include every individual. This is the reason whysampling techniques like convenience sampling is implied.
The total population in the region of Pune was 1000(approx) dealers out of
which 60 have been selected for my study.
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60 retail shops have been visited during my survey. It gave me good experience
of field work as well as valuable data about the performance of my company. So
survey can play very crucial role in research work.
1.8: LIMITATIONS OF STUDY:
Pune Market is huge market for IT products (hardware & software). There
exists large number of dealers. It was not possible to visit all the dealers.
Therefore research study may not be able present complete view of
market.
Sometimes Limited time available for interviewing the respondents. As a
result of this, it was not possible to gather full information about the
respondents.
Non-cooperative approach and rude behavior of the respondents.
Some respondents were really feared for giving the right information.
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CHAPTER 2
COMPANY PROFILE
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2.1: INTRODUCTION OF COMPANY:
ABOUT DIRECTOR OF DCC:
Anil Mhaske began Data Care Corporation in 1992. He is from a small
village named Shivalapur of Sangamner district. He always aspired to be a
successful business. He did job for some time but he did not like it . So he
established business in 1992. He understood problem of unemployment rural
youths. So to provide employment to such youths he wanted to do business. He
began his business by selling computer sets. Later on he started selling various
small hardware parts. Over the period of time he developed a huge business
setup. Due to his consistent efforts & strong determination DCC is now a well
known name today.
DIRECTORS DIALOGUE:
As DCC was announced the most reputed and the No.1 sub distributor all
India by Cyber Media in distributors summit at Kolkata on 15th May 2009. DCC
symbolizes a vision encompassing every aspect of IT world. Our objective is
being the best and the most preferred choice of any customer. Our Mission and
Company Name Data Care Corporation
Establishments 1992
Director Mr. Anil Mhaske
Head Office 637/A,
Deccan Gymkhana, Chandraprabhu Apartment,
Near Hotel Rutugandha, Pune-411004
Maharashtra.
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Vision statements are, therefore distinctly charted out, in terms of our Business
Ethics, Happy Customer, long term relationship, encourages in-house environs
and a satisfied employees. Our single minded focus on consistency,
commitment, branded quality products; excellent service, transparency and
value for money have always been the strong forte of DCC. We believe that,
when every single customer is fully satisfied and progresses, only then an
organization too grows in the right direction and flourishes.
2.2: MISSION OF DATA CARE CORPORATION:
The name DCC strongly endorses a prompt and dependable service,
quality products with competitive price to customers. It makes us more
dedicated to coping ever with the growing customer expectations and demands.
As a passionately committed organization, unconstrained by the conventional
thinking, DCC`s mission is to continue exploring the limits of imagination. By
being innovative, setting trends, creating new markets and opportunities through
relentless endeavor, DCC encourages our consumers to improve their lives today
and in future. This is because our dedication is supreme. Energy is growing
rapid-fire and aspirations infinite....
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2.3: ABOUT DATA CARE CORPORATION:
DCC located in Pune, is one of the leading IT hubs of the nation today. In the
last decade DCC has emerged as a company providing complete IT Hardware
solutions to the entire Maharashtra Region. The Companys strength is over 500
top notch professionals with sound academic background and rich experience.
The company houses the state of the art infrastructure to provide the customers
with the best of service. The company's turnover has crossed Rs.350 crores
mark.
Data Care Corporation believes that Quality, price and Service are the three
factors critical to the success of any organization. Satisfied customer is 'key to
success' for any organization. Keeping this in mind, our policies and strategies
are designed, focused on the needs of the customer.
Data Care Corporation believes in sharing profits with re-sellers. DCC sells to
re-sellers at lowest possible prices with a view to enable re-sellers to offer
products to end users at competitive prices and still earn profit for themselves.
As a well renowned and No.1 Sub-Distributor in the entire west region,
DCC is a complete IT portico that furnishes the IT world with superlative
Computer products, hardware and peripherals.
More and more people are discovering it as a single point destination,
where retail adds more value to business through our state-of-the-art
infrastructure, a wide range of branded products with a leading edge technology,
quality service, solutions and IT expertise.
With over 250 brands available, there is a reason for the people to have
DCC as the only and the best option. Dealers, customers and re-sellers who are
value-conscious yet never compromise on quality and service, prefer DCC for
its array of products with endless choices at one sprawling and convergent
point.
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ABOUT SERVICE CENTER OF DATA CARE CORPORATION:
MAC Enterprises is a service division of Data Care Corporation since
2001. We provide Chip Level Repairing of all types of Server Motherboards,
Laptop Motherboards, Desktop Motherboards, Monitors, LCD, UPS, SMPS,
Speakers, Woofers, CD-RW, DVD-RW, Printers etc.
The company has been promoted by 150+ qualified engineers having
Specialization in each product group which manage Service operations across
Pune. The company has been able to make a name for itself in a relatively short
span of time only because of its ability and commitments to ensure customer
satisfaction by rewarding quality work on right time and in a right manner.
MAC Enterprises has its own ACER Authorized Service Centers in Ahmednagar
& Ratnagiri region.
Services Offered:
System Installation and Configuration
Network management
System Integration
Genuine sale Of Parts
System Upgrades and Accessories
Special Extended Warranty packs for brands
Software Solutions
Warranty Support
Post Warranty Support
Consultancy services
Annual Maintenance Contracts
Exclusive preventive maintenance Service
Technical support and boom resolution.
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Features of Service Center:
The only one in Pune to give 100% solution to chipset problems.
100% Advanced lab including the BGA rework station machine, BIOS
writing Machine.
100% Trained staff to carry out all the repairing works on CHIP LEVEL.
We do undertake all types of Data Recovery Jobs.
All spare parts available at reasonable rates.
Pickup and drop service available.
DCCs RETAIL OUTLET:
Over the period of years DCC has created a strong network of dealers,
with 4500 dealers spread all over Maharashtra. DCC has strong presence in
western region.
After acquiring dealer market, DCC focused its efforts to serve end users
as well. DCC opened 4 laptop malls & 4 Dell exclusive showrooms in
Maharashtra. Also DCC is expanding its reach and now establishing its setup in
Aurangabad & Kolhapur.
Recently DCC inaugurated HCL exclusive store in Pune.
DCCs MAJOR BUSINESS ASSOCIATES:
The company has tie-ups with many world known companies. In 2009-10
company has bagged major contracts. Tie up with Mercury brand, with Lenovo
for regional distribution of its products in Nagpur & Vidarbha region. Also they
tied up with Acer for regional distribution in Maharashtra excluding Mumbai.
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They are Dells authorized dealer for Maharashtra region except Mumbai &
Nagpur.
All other tie-ups are listed below.
DELL : Authorized Distributor
SONY : Authorized Regional DistributorLG : Authorized Regional DistributorCHAMPION : DistributorSAMSUNG : Star Elite PartnerZENITH : Authorized Regional DistributorACER : Master ResellerHP Consumer PSG : Authorized Sub-DistributorAMD Consumer PSG : Premium PartnerINTEL : Premium Channel Partner
QUICK HEAL : DistributorSEAGATE : Premium PartnerHCL : Regional DistributorLOGITECH : LORD(Genuine Logitech Dealer partner)ASUS : Royal PartnerD-LINK : Prestige PartnerMICROSOFT : Gold Certified PartnerAPC : Business PartnerTVS : Sub-Distributor partnerIBM : Authorized Business PartnerSIMMTRONICS : Distributor For Memory
LENOVO : Authorized Business PartnerMERCURY : Channel PartnerTCL : Business PartnerUMAX : Business PartnerNET GEAR : Business PartnerGETWAY : Business Partner
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DCCs TRAINING CENTER:
DCC has started their hardware & networking institute on 1st November
2009.
This is a joint venture with the University of Pune. Institute has more than 20
qualified & certified teaching staff. Last year institute has trained 278
engineers, most of them are placed in good IT companies & few have started
their own business.
Institute offers various Diploma & Short Term Courses. They are as follows
PC Maintenance Course (Duration -1 Month )
Network Maintenance Course (Duration -1 Month )
Chip Level Repairing Course (Duration -2 Month )
Microsoft Certified IT Professional (Duration -3 Month )
Cisco Certified Network Associate (Duration -1 Month )
Linux OS Course (Duration -1 Month )
DCC Certified Engineer (Duration -11 Month )
DCC Certified Administrator (Duration -7 Month )
Advance Diploma in CLR (Duration -6 Month )
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2.4: PRODUCT RANGE OFFERED BY DCC:
Laptop A laptop is a personal computer designed for mobile, small size
& light enough to sit on persons lap while in use. It integrates display,
battery, keyboard, battery and CPU in a single small & light unit.
DCC has brands like Dell, Samsung, HCL, Lenovo, Asus, Alienware and
Sony.
PC Desktop - A desktop computer is a personal computer (PC) in a form
intended for regular use at a single location, as opposed to a mobilelaptop or portable computer.
DCC have branded PCs as well as assembled PC.
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Monitor - Computer monitor is a screen that displays output from a
computer.
DCC have monitor of companies like Samsung, Dell, LG etc,
Printer - In computing, a printer is a peripheral which produces a text
and/or graphics of documents stored in electronic form, usually on
physical print media such as paper or transparencies. Different types of
printers are available like- Dot Matrix, Laser, Inkjet and Thermal.
DCC has printers of companies like Samsung, Dell & HP.
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Computer Peripherals - Computer peripherals are add-on hardware to the
computer to expand its abilities or improve its performance. Examples are
computer printers, image scanners, tape drives, microphones,
loudspeakers, webcams, and digital cameras.
DCC has computer peripherals of companies like Samsung, TVS, Epson,
HP, Seagate, LG and Intel .
Storage Devices - A data storage device is a device for recording
(storing) information (data). Recording can be done using virtually any
form of energy, spanning from manual muscle power in handwriting, to
acoustic vibrations in phonographic recording, to electromagnetic energy
modulating magnetic tape and optical discs.
DCC has storage devices of companies like Sony, Samsung, LG, Touch
mate, iBall, Iomega etc.
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Network Devices - Computer networking devices are units that mediate
data in a computer network. Examples are LAN card, switches, modem
etc.
SMPS & TV Tuner cards SMPS is a power supply device that supplies
power to motherboard & all other devices. It converts AC supply in to DC
supply and provides constant power supply to all devices.
TV Tuner cards allow television signals to be received by a computer.
Most TV tuners also function as video capture cards, allowing them to
record television programs onto a hard disk.
DCC offers products of companies like Mercury.
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CHAPTER 3
LITERATURE REVIEW
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3.1: Distribution Channel:
Most producers do not sell their goods directly to the final users; between them
stands a set of intermediaries performing a variety of functions. These
intermediaries constitute a marketing channel (also called distribution channel).
Formally distribution channels are sets of interdependent organizations involved
in the process of making of product or service available for use or consumption.
They are the set of pathways, a product or service follows after production,
culminating in purchase and use by the final end user.
Producers give the job of selling products to intermediaries as they are
specialist in selling. They have the contacts, experience and scale of operation
which means that greater sales can be achieved than if the producing business
tried running a sales operation itself.
Types of Distribution Intermediaries:
Some intermediaries such as wholesalers and retailers buy, take title to, and
resell the merchandise; they are called merchants. Others brokers,
manufacturers representatives, sales agents search for customers and may
negotiate on the pr oducers behalf but do not take title to the goods; they arecalled as agents. Still others transportation companies, independent
warehouse, banks, advertising agencies assist in the distribution process but
neither takes title to goods nor negotiates purchases or sales; they are called
facilitators.
Retailers
Retailers operate outlets that trade directly with household customers.
Retailers can be classified in several ways:
Types of goods being sold (Eg. Clothes, grocery, furniture).
Type of service (Eg. Self service, counter service).
Size of the shop (Eg. Corner shop, Superstore).
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Ownership (Eg. privately owned independent).
Brand (nationwide retail brand, local one stop- shop).
Wholesaler (Distributor)
Wholesalers stock a range of products from several producers. The role of
the wholesaler is to sell onto retailers. Wholesalers usually specialize in
particular products. Wholesalers differ from retailers in a number of
ways. First, wholesalers pay less attention to promotion, atmosphere and
location because they are dealing with business customers rather than
final consumers. Second, wholesalers transactions are usually larger than
retail transactions, and wholesalers usually cover a larger trade area than
retailers. Third, the government deals with wholesalers and retailers
differently in terms of legal regulations and taxes.
Dealers
Dealers have a similar role to wholesalers that of taking products from
producers and selling them on. However, they often sell onto the end
customer rather than a retailer. They also usually have a much narrower
product range. Dealers are often involved in providing after-sales service.
Agents
Agents sell the products and services of producers in return for a
commission (a percentage of the sales revenues).
Functions of Distribution channel:
The main function of a distribution channel is to provide a link between
production and consumption. Organizations that form any particular distribution
channel perform many key functions:
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Information - Gathering and distributing market research and intelligence
- important for marketing planning.
Promotion - Developing and spreading communications about offers.
Contact - Finding and communicating with prospective buyers.
Matching - Adjusting the offer to fit a buyer's needs, including grading,
assembling and packaging.
Negotiation - Reaching ag reement on price and other terms of the offer.
Physical Distribution Transporting and storing goods.
Financing Acquiring and using funds to cover the costs of the
distribution channel.
Risk taking - Assuming some commercial risks by operating the channel
(e.g. holding stock).
THREE TIER ARHCITECTURE OF DISTRIBUTION CHANNEL:
Each layer of marketing intermediaries that performs some work in bringing the product to its final buyer is a "channel level". In three tier architecture there are
two intermediaries wholesaler (or distributor) and retailer. A wholesaler
typically buys and stores large quantities of several producers goods and then
breaks into the bulk deliveries to supply retailers with smaller quantities. Forsmall retailers with limited order quantities, the use of wholesalers makes
economic sense. This arrangement tends to work best where the retail channel is
fragmented - i .e. not dominated by a small number of large, powerful retailers
who have an incentive to cut out the wholesaler.
The hardware manufacturing companies typically go for three tier architecture.
DCC comes at tier 2 of the architecture as a distributor (wholesaler).
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Figure 3.1.1: Three tier architecture of distribution channel
3.2: CHANNEL STRATEGY OF DATA CARE CORPORATION:
DCC has a huge distribution channel. They have a network of more than 4500
dealers and 100 vendors spread all over Maharashtra. Handling such a huge
distribution channel is a challenge. DCC has implemented various strategies as
when required, to manage their connections with dealers. DCC sells more than
1000 small and big computer, networking hardware parts. As there is vast
number of dealers to handle, you need large channel sales team. The different
strategies implemented by DCC are discussed below:
Strategy 1:
DCC has channel sales department for managing contacts with dealer, also to
take their orders. There are more than 50 employees working in this department.
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Each person is assigned a certain number of dealers to handle. He is called
account manager for that particular dealer. Every dealer would call his
particular account manager to make enquiry about product prices, to negotiate
on deals and also to place his order. Dea lers would not only get information
from account manager but also from the sales person of DCC who often visit to
their retail shop.
Main problem with this strategy was as there are many different products to sell;
it was not possible for an account manager to remember exact price &
specifications of each product. So if he is not aware of particular product price
he may have to consult another person for information. Or the account manager
may transfer his call to the person who has knowledge about the product.
Also when sales person goes to visit dealer he might quote some price for a
product which is lower than quoted by his account manager. Here arises the
conflict then.
Due to such discrepancy happening time & again which was hampering DCCs
relation with their dealers DCC decided to make changes in their present set up.
Strategy 2 :
From previous experience DCC decided to lower the burden of sales persons.
DCC divided their whole channel sales team in 3 different parts. First team was
made to handle exclusively products related to Dell, be it laptop, desktop,
printer or monitors. Second team would handles product of brands like ACER,
HP & Lenovo. Third team would handle rest of the products. Sales person keep
going to older dealer and also kept making new contacts.
To do this DCCs management shuffled sales person from one team to another
team. Accordingly the account manager changed for most of the dealers. Dealers
had built a good repo with old account manager. Also account manager was also
aware what his dealer needs, what their credit period is and the payment mode.
Thus it was easier for dealers to deal with them.
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When the account managers for some dealers changed, complaints started
flowing. Dealer would have to call again & again to get reasonable price, new
product information etc. This discouraged many dealers to work with DCC.
Though DCC was growing business and earning new contacts, they were losing
on their older, premier dealers.
Again there was a huge question in front of DCCs management to re tain their
valuable customers.
Strategy 3:
The company is now planning to implement a call center like setup for account
managers as well as channel sales person. When a dealer would call DCCs
number he will be listening to IVR menu. For example Press 1 for DELL, press
2 for printers etc. Once the dealer chooses the number for a product say DELL,
call will be diverted to sales person who handles DELL products. Sales person
will have all the details of dealer who is calling; on his computer screen.
According to his credit limit, lowest price that can be offered for a product will
be quoted.
This process would simplify the work of sales person as he will have to be
updated with few products assigned to him. He will be able to give right
specification of product & right prices to dealers also can inform them about
new schemes available, if any.
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3.3: INDIAN IT INDUSTRY
The Indian information technology (IT) industry has played a key role in putting
India on the global map and is now envisioned to become a US $225 billion
industry by 2020. IT-BPO sector has become one of the most significant growth
catalysts for the Indian economy. In addition to fuelling Indias economy, this
industry is also positively influencing the lives of its people through an active
direct and indirect contribution to various socio-economic parameters such as
employment, standard of living and diversity. The industry has played a
significant role in transforming Indias image from a slow moving bureaucratic
economy to a land of innovative entrepreneurs and a global player in providing
world class technology solutions and business services, according to National
Association of Software and Service Companies (NASSCOM).
The sector is estimated to have grown by 19 per cent in the FY2011, clocking
revenue of almost US$ 76 billion. Indias outsourcing industry has witnessed a
rebound and registered better than expected growth according to NASSCOM.
The export revenues are estimated to have aggregated to US$ 59 billion in
FY2011 and contributed 26 per cent as its share in total Indian exports
(merchandise plus services), according to a research report IT -BPO Sector inIndia: Strategic Review 2011, published by NASSCOM. The workforce in
Indian IT industry will touch 30 million by 2020 and this sunrise industry is
expected to continue its mammoth growth, expect various industry experts.
Furthermore, NASSCOM said that the domestic IT-BPO revenues excluding
hardware are expected to have grown at almost 16 per cent to reach US$ 17.35
billion in FY2011. Strong economic growth, rapid advancement in technology
infrastructure, increasingly competitive Indian organizations, enhanced focus bythe government and emergence of business models that help provide IT to new
customer segments are the key drivers for increased technology adoption in
India.
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The data centre services market in the country is forecast to grow at a compound
annual growth rate (CAGR) of 22.7 per cent between 2009 and 2011, to touch
close to US$ 2.2 billion by the end of 2011, according to research firm IDC
India's report. The IDC India report stated that the overall India data centre
services market in 2009 was estimated at US$ 1.39 billion .
Present Scenario:
India is a preferred destination for companies looking to offshore their IT and
back-office functions. It also retains its low-cost advantage and is a financially
attractive location when viewed in combination with the business environment it
offers and the availability of skilled people.
The countrys domestic market for business process outsourcing (BPO) is
projected to grow over 23 per cent to touch US$ 1.4 billion in 2011, says global
research group Gartner. In 2010, the domestic BPO market was worth US$ 1.1
billion. The firm predicts that the domestic BPO market would reach US$ 1.69
billion in 2012 and increase to US$ 2.47 billion by 2014.
With the first quarter of the new fiscal 2011-12 offering positive business
outlook, hiring sentiments for sectors like IT, ITeS and telecom have risen by
over 20 per cent, says a study by TeamLease Services Pvt. Ltd. As per theEmployment Outlook Report for the period April-June 2011, released by
TeamLease Services Pvt. Ltd., hiring intent from IT and ITeS was the highest in
cities like New Delhi, Mumbai, Hyderabad and Pune.
India's top technology firms like TCS, Infosys, Wipro and HCL are readying
plans to gain a bigger share of their largest market, US, by aggressively chasing
contracts being served by multinational rivals. Analysts expect the top IT firms
to grow between 23-27 per cent in the FY2012 on the back of more number ofdiscretionary projects, improved pricing, and robust business volumes.
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Potential Of IT Industry:
The Indian information technology sector continues to be one of the sunshine
sectors of the Indian economy showing rapid growth and promise.
According to a report prepared by McKinsey for NASSCOM called 'Perspective
2020: Transform Business, Transform India', the exports component of the
Indian industry is expected to reach US$ 175 billion in revenue by 2020. The
domestic component will contribute US$ 50 billion in revenue by 2020.
Together, the export and domestic markets are likely to bring in US$ 225 billion
in revenue, as new opportunities emerge in areas such as public sector and
healthcare and as geographies including Brazil, Russia, China and Japan opt for
greater outsourcing.
Structure of IT Industry:
The IT industry has emerged as one of the most important industries in the
Indian economy contributing significantly to the growth of the economy.
The IT industry of India got a major boost from the liberalization of the Indian
economy. India's software exports have grown at an annual average rate of more
than 50% since 1991. The structure of the IT industry is quite different from
other industries in the Indian economy. The IT industry of India is hugely
dependant on skilled manpower. Primarily a knowledge based industry, the IT
industry of India has reordered significant success due to the huge availability
of skilled personnel in India.
The industry structure in the IT sector has four major categories. These are -
IT services
IT enabled services
Software products
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Hardware
IT Services:
IT services constitute a major part of the IT industry of India. IT services
include client, server and web based services. Opportunities in the IT services
sector exist in the areas of consulting services, management services, internet
services and application maintenanc e. The major users of IT services are -
Government
Banking
Financial services
Retail and distribution Manufacturing
IT Enabled Services:
The services which make extensive use of information and telecommunication
technologies are categorized as IT enabled services. The IT enabled services is
the most important contributor to the growth of the IT industry of India. Some
of the important services covered by the ITES sector in India are - Customer-interaction services including call-centers
Back-office services
Revenue accounting
Data entry and data conversion
HR services
Transcription and translation services
Content development and animation
Remote education,
Data search
GIS
Market research
Network consultancy
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Software Products:
Software products are among the most highly exported products from India. The
software industry in India originated in the 1970s and grew at a significant pace
in the last ten years. Between 1996-1997 and 2002-2003, the Indian software
industry grew more than five times from 2630 crores to 13200 crores. During
the same period software and service exports from India grew by almost twelve
times.
Hardware :
The hardware sector of the It industry focuses on the manufacturing and
assembling of computer hardware. The consumption of computer hardware is
high in the domestic market. Due to the rise in the number of IT companies,
sales of desktops, laptops, servers, routers, etc have been on the rise in recent
years. Many domestic and multi-national; companies have invested in the
computer hardware market in India.
HARDWARE INDUSTRY REVIEW:
The impact of recession is left behind and now country is back on progress. The
overall IT Hardware Industry scenario is good and stable as it witnessed growth
across all the products. The year 2010-11 has indeed been a great year for the
Indian IT hardware market as the sales had really picked up across all product
segments due to the stable economic growth and the increase in disposable
income in spite of inflation playing a docile factor. It is estimated that overall
PC sales will cross 12.6 million units in FY 2011-12 with annual growth rate of
35%.
The main segments of the computer hardware industry are:
Finished goods like computers and laptops.
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Networking hardware consisting of routers, modems, network cards,
network adapters, hubs and switches and other components.
Storage hardware ranging from the hard disks to the USB storage devices.
Input and output peripherals like keyboard, mouse, scanners, video cards,
speakers, headphones, game controllers and so on.
System hardware consisting of motherboards, UPS, monitors and other
components.
According to MAIT, the apex body representing Indias IT hardware, training
and R&D services sectors, findings of performance review of hardware industry
of year 2010-11 are as follows:
The Notebook Market The Notebook sales, which posted a remarkable growth, last year (61%),
went in to the consolidation mood by posting a healthy growth rate of
31% over 2010-11. This growth was primarily driven by the Household
segment, which accounted for about 57% of the total Notebook sales and
registered a growth of 32% during 2010-11 over the previous year.
The Desktop Market: Market segmentation by businesses vs. household consumption: For the
first time in the market, the market size of Desktop PC has been exactly
split-up in two pies as both Household and Establishment cont ributed
50% to the total Desktop PC sales.
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The Server Market:
Figure 3.2.1: Total PC (Desktop & Notebook) Sales 2004-2010:
During the year 2010-11, sales of Servers registered a decline of fourteen per cent over
the last financial year. The decline is mainly accounted to the sharp decline of
contribution from Medium scaled Establishments going down from 42% to 15.
The Peripherals MarketOverall printer sales grew by fifteen per cent during 2010-11 over the last
fiscal to reach 2.87 million (28.7 lakh) units.
Laser printers led the growth with a consumption of 1.13 million (11.3
lakh) units and a growth of 16% over the last year.
Consumption of inkjet printers at 1.35 million (13.5 lakh) units grew by
nineteen per cent.Dot-matrix printers was the only printer category that registered a
decline, the sales of DMP at 0.35 million (3.5 lakh) units in 2010-11
declined by three per cent over the previous year.
The UPS market, is again led by the households, registered a growth of
3,809,724
5,046,558
6,341,451
7,344,3066,796,107
8,034,556
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
2004-052005-062006-072007-082008-092009-10
CAGR over 2004-2010: 16% Source: MAIT
U
N
I
T
S
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ten per cent in 2010-11 over 2009-10 with 2.38 million (23.8 lakh) units
in sales.
The Internet Entities The number of active Internet entities crossed the thirteen million mark in
March 2011, Growth of thirty six per ce nt over March 2010.
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CHAPTER 4
DATA ANALYSIS PROCESS &
DATA INTEPRETATION
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4.1: DATA PRESENTATION & DATA ANALYSIS PROCESS:
Primary data is collected by survey method .
Questionnaire is set according to objectives of my study.
60 retail shops have been visited during survey.
4.2: INTRODUCTION (DATA ANALYSIS PROCESS):
After the collection of data, has to be processed and analyzed in
accordance with the objective of research. This is essentials for a
scientific study and ensuring that we have all relevant data for makingcomparison and analysis.
The processing of data implies editing, coding, classification and
tabulation of collected data so that they are amenable to analysis. The
term analysis refers to the computation of certain measures along with the
searching for the patterns of relationship that exist among the data groups.
In simple language data analysis involves a number of closely related
operations which are performed with the purpose of summarizing the
collected data and organizing these in such a manner that they answer the
research questions.
In this study SPSS software and simple method for data analysis is used.
Data is tabulated according to the responses got from the respondents.
Cross tabulations and the Pie Chart have drawn where ever appropriate.
On the basis of this data is interpreted.
The data analysis is very important part of research, because all the
findings, suggestions and conclusions will be given on the basis of data.
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4.3: DATA ANALYSIS:
ANALYSIS OF DEALER QUETIONNAIRE
Q 1) How long have you been associated with us?
Number Of Years Respondents Preference
04 years 06
510 years 40
1115 years 06
More than 15 years 08
Total 60
Figure 2: PieChart showing the number of years dealers working with DCC.
Majority of dealers are working for more than 5 years with DCC.
04 years10%
510 years67%
1115 years
10%
More than 15years13%
Respondents Preference
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Q 2) In which sector do you deal?
Sector Respondents Preference
Channel Sales 24
Retail 50
Corporate 32
AMC 26
Repairing 34
Figure 2: Graph showing sectors in which dealers deal
Majority of dealers are in retail business.
Many dealers are working in corporate sector and many of them are
providing repairing services.
24
50
3226
34
0
10
20
30
40
50
60
Channel Sales Retail Corporate AMC Repairing
Respondents Preference
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Q 3) Do you get any branding suppo rt?
Response Respondents
Yes 27
No 09
Require Branding Support 24
Total 60
Figure 3: PieChart showing branding support received by DCC.
Majority of dealers either do not get branding support or most of
them require branding support.
45%
15%
40%
Respondents
Yes No Require Branding Support
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Q 4) How often our representatives visit/call you and inform you about the new
schemes?
Representative Visit Respondents
Never 07
Rarely 19
Occasionally 16
Regularly 18
Total 60
Figure 4: PieChart showing percentage of sales persons visit to dealers.
Majority of dealers are not visited / called by sales representatives,
because of which dealers are unaware of the new schemes.
Never11%
Rarely32%
Occasionally27%
Regularly30%
Representatives Visit / Call Frequency
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Q 5) Please Rate your overall satisfaction with purchasing experience.
Satisfaction with Purchasing Respondents
Very Dissatisfied 02
Somewhat Dissatisfied 11
Neutral 11
Somewhat Satisfied 27
Very Satisfied 09
Total 60
Figure 5: Graph showing dealers satisfaction with the purchasing experience.
From the above graph we can say that, majority of dealers are
somewhat satisfied with the process of purchasing products from
DCC.
0
510
15
20
25
30
VeryDissatisfied
SomewhatDissatisfied
Neutral SomewhatSatisfied
VerySatisfied
2
11 11
27
9
Respondents
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Q 6) Are you happy with the schemes offered?
Response Number Of Respondents
Yes 35
No 25
Total 60
Figure 6: Pie chart showing percentage of dealers happy with
schemes offered.
Majority of dealers are happy with the schemes offered to them.
Yes58%
No42%
Number Of Respondents
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Q 7) How much of your business volume is ac counted by us?
Business Volume Respondents Preference
025 % 41
2650 % 10
5175 % 07
76100 % 02
Total 60
Figure 7: Doughnut chart showing percentage of business volume of
dealer accounted by DCC.
Majority of dealers 0 25 % of business is accounted by DCC.
68%
17%
12%3%
Respondents Preference
025 %
2650 %
5175 %
76100 %
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Q 8) How do you rate our responsiveness in dealing with you? Response Respondents Preference
Poor 04
Unsatisfied 03
About Average 14
Satisfactory 38
Superior 01
Total 60
Figure 8: Graph showing satisfaction level of dealers with the
responsiveness of DCC.
Majority of dealers are satisfied with the way DCC handles queriesor problems faced by them.
4 3
14
38
1
0
5
10
15
20
25
30
35
40
Poor Unsatisfied About Average Satisfactory Superior
Respondents Preference
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Q 9) How satisfied are you overall, with the products and services received from
us?
Response Respondents Preference
Poor 01
Unsatisfied 03
About Average 18
Satisfactory 38
Superior 00
Total 60
Figure 9: Graph showing satisfaction level of dealers with respect to
overall products and services provided by DCC.
Majority of dealers are overall satisfied with the products and
services provided by DCC.
13
18
38
00
5
10
15
20
25
30
35
40
Poor Unsatisfied About Average Satisfactory Superior
Respondents Preference
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CROSS TABULATION:
From the above table it can be said that in category of dealers who are associated
for 510 years are overall satisfied with DCC.
The same can be said with dealers working above 10 years.
It can be said that dealers are making repetitive purchase since they are getting
good service and products from DCC.
AssociatedFor * OverallSatisfaction Crosstabulation
OverallSatisfaction
TotalPoorUnstisfa
ctoryAbout
AverageSatisfac
tory
AssociatedFor
0 - 4 yrs Count 0 1 1 4 6
% withinAssociatedFor
.0% 16.7% 16.7% 66.7%100.0
%
5 - 10 yrs Count 1 2 10 27 40
% withinAssociatedFor
2.5% 5.0% 25.0% 67.5%100.0
%
11 - 15 yrs Count 0 0 3 3 6
% withinAssociatedFor
.0% .0% 50.0% 50.0%100.0
%
More than15 yrs Count 0 0 4 4 8
% withinAssociatedFor
.0% .0% 50.0% 50.0%100.0
%
Total Count 1 3 18 38 60
% withinAssociatedFor
1.7% 5.0% 30.0% 63.3%100.0
%
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Null Hypothesis: There is not much influence of the total no of experience of
the dealer with DCC on the volume of his trade handled by DCC.
Alternate Hypothesis: There is much influence of the total no of experience of
the dealer with DCC on the volume of his trade handled by DCC.
AssociatedFor * BusinessAccountedByDCC Crosstabulation
BusinessAccountedByDCC
Total0 - 25 % 26 - 50 % 51 - 75 % 76 - 100 %
AssociatedFor 0 - 4 yrs Count 4 0 2 0 6
% within AssociatedFor 66.7% .0% 33.3% .0% 100.0%
5 - 10 yrs Count 29 7 2 2 40
% within AssociatedFor 72.5% 17.5% 5.0% 5.0% 100.0%
11 - 15 yrs Count 5 1 0 0 6
% within AssociatedFor 83.3% 16.7% .0% .0% 100.0%
More than 15 yrs Count 3 2 3 0 8
% within AssociatedFor 37.5% 25.0% 37.5% .0% 100.0%
Total Count 41 10 7 2 60
% within AssociatedFor 68.3% 16.7% 11.7% 3.3% 100.0%
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Chi-Square Test
Frequencies
AssociatedFor
Observed N Expected N Residual
0 - 4 yrs 6 15.0 -9.0
5 - 10 yrs 40 15.0 25.0
11 - 15 yrs 6 15.0 -9.0
More than 15 yrs 8 15.0 -7.0
Total 60
BusinessAccountedByDCC
Observed N Expected N Residual
0 - 25 % 41 15.0 26.0
26 - 50 % 10 15.0 -5.0
51 - 75 % 7 15.0 -8.0
76 - 100 % 2 15.0 -13.0
Total 60
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Test Statistics
AssociatedFor
BusinessAccounte
dByDCC
Chi-Square 55.733a
62.267a
df 3 3
Asymp. Sig. .000 .000
a. 0 cells (.0%) have expected frequencies less
than 5. The minimum expected cell frequency
is 15.0.
Result:
The table above shows that Chi Square value of 55.733(DF=3, N=60), p
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4.4:CONCLUSIONS:
It is found that many dealers are working in retail sector. Many dealers are
working from long time with DCC. Many dealers need branding support. Dealers
are happy with the schemes offered to them. Most of the dealers have goodpurchasing experience from DCC. Majority dealers 0-25% business volume is
accounted by DCC. Dealers are satisfied with the quick and efficient way their
problems are handled by DCC management. Dealers are overall satisfied with
services and products provided by DCC.
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CHAPTER 5
FINDINGS, SUGGESTIONS
AND CONCLUSION
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5.1: FINDINGS:
Majority of dealers are working with DCC for more than 5 years. Also one
fourth of total number of dealers is working with DCC for more than 11
years. Dealer who is working for longer period of time, his suggestions
will be very useful.
Majority of dealers are dealing in retail sector. Also most of them are
providing AMC & repairing services to customers.
Many of the dealers are also doing business in corporate sector.
Only 45% of dealers get branding support, i .e. they receive new
pamphlets, products to place on display, etc. Majority of dealers need
branding support.
Majority of dealers are rarely visited by DCCs representatives to give
information about new products as well as new schemes. Only 30 % of
dealers are regularly informed about new schemes.
Majority of dealers are somewhat satisfied with the purchasing process of
DCC.
Most of the dealers are satisfied with the schemes offered to them.
Majority of dealers 0 -25 % business is accounted by DCC. Only 3% of
dealers 75 100 % business is from DCC.
Majority of dealers are satisfied with the way DCC handles their queries
and solve the problems faced by them.
Majority of dealers are satisfied with the overall products and services
provided by DCC.
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Dealers are satisfied with products & services hence they are working
with dealers for a long period. Hence dealers are making repetitive
purchase.
Problems Faced By Dealers:
Many dealers were not aware of the new schemes launched for different
products. Thus they could not avail those schemes.
Scheme settlement takes a lot of time. There is always delay in payment.
Many dealers complained that delivery is always late. Also the process to
purchase material takes lot of time. So even if dealer goes to collect
material it takes him at least 2 hours to procure material.
If a dealer wants to place an order, he calls his account manager to get
quotation. He has to negotiate for price. Thus it takes him 3 -4 phone calls
to finally get affordable price.
Many dealers said that sales representatives give wrong commitments
about product availability. Sales representative quote lower price and
when dealer goes to collect material; store person refuses to give product
at quoted price.
As there are different sale person for different brands, dealers find it
difficult to make calls again & again to get information of 2-3 different
brand products. They want in one call; their all queries should be
addressed.
Few dealers said that replacement procedure is lengthy and time
consuming.
Many dealers said that pricing is a big issue while purchasing products
from DCC. Many dealers said th at prices offered by DCC are bit highe r. If
they buy products at higher prices they loose on their profit margin.
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Few dealers feel that prices offered to them are higher than prices offered
to some other dealer.
Many dealers said that prices offered by DCC to end users are lesser than
prices given to dealers. This is direct ly hampering dealers business.
Dealers Perception Of DCC:
Majority of the dealers are happy with the services provided to them.
All dealers are all well aware about the DCC brand name.
Majority of dealers said that DCC is growing very fast and in a very short
period of time DCC have expanded its business to a very large scale.
All the products are always available at DCC.
All dealers admire Mr. Anil Mhaske, who worked religiously to build
DCC, what it is today.
Till DCC was dealing only in dealer market, dealers were getting good
services and best prices for the product. But since DCC entered into end
user market pricing issues started coming up on a regular basis.
Thus overall DCC have a very good image in the market.
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Suggestions Given By Dealers:
Many dealers think that because DCC is now in dealing with end users as
well as their business will go down, because their prices will not be
competitive. Hence dealers are saying that DCC should either focus on its
dealers or end users.
Few dealers suggested that prices can properly set for both end users &
dealers.
Few dealers suggested that if DCC has decided to deal with dealers as
well as end users then try to manage both and plan well to do so.
Some dealer said that schemes should be informed and new brochures
must be provided on time.
Some dealer suggested that appoint sales representatives who have good
product knowledge.
Some dealer suggested that there has to be co-ordination between sales
person & account person from billing department. As many times price
quoted by sales person is not in unison with the prices allowed to be
offered to dealers (depending on dealers credit period & credit limit).
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5.2: SUGGESTIONS / RECOMMENDATIONS:
Company can send their sales representatives to visit dealers at least once
in a week. This will help to build a good relation between them.
Sales person can be point a contact between company and dealers. So even
if some problem is faced by dealer it can be handled by sales person
immediately. This will help gaining confidence of dealers. And the dealer
will become a loyal custom er of DCC.
As many dealers have very less purchase from DCC, that means they are
getting most of the products from some other source. DCC can start a
loyalty program for dealers which will encourage them to increase
transaction with DCC. In Loyalty program company can offer discount on
purchase above certain amount or offer them free gifts or give them points
on each purchase. For example if dealer makes 500 points he will be given
a laptop bag free or free gift passes etc.
Company can revise its pricing policy to avoid conflicts with dealers.
Company can give dealers exact time of delivery of order placed. If there
is going to be a delay it should be informed to dealers.
Company can increase credit limits of dealers depending on their past
history at an interval of 6 - 8 months. It will give dealers a sense of worth
and will help to retain such dealers with company.
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5.3: CONCLUSIONS:
The Indian IT market has the huge potential for the business. At the same time
local market is growing at the same rate.
My study is based on dealers and I have included a limited number of dealers
in this study. It is very important for DCC to understand need of every dealer.
The primary data I have collected will help to understand the current perception
of DCC brand.
As per my study the performance of DCC is extremely well and dealers are
happy working with DCC. DCC is still on its No. 1 sub distributor position in
India.
The company has very good distribution channel and most of the retailers are
well satisfied about the products and services provided by them. Company has to
just introduce some loyalty program to maintain relationship with dealers.
The dealers are very happy with the replacement policy of DCC and also with
availability of number of products under one roof. This is encouraging thing for
the company.
In short the DCC is No. 1distributor in Pu ne.
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5.4: BIBLIOGRAPHY:
Books:
Philip Kotlar & et al., Marketing Management A South Asian
Perspective 2009 Dorling Kindersley (India) Pvt. Ltd.
C. R Kothari, Research Methodology, New Age International Publisher.
Websites:
www.ibef.org/artdispview.aspx?in=38&art_id=28792&cat_id=121&page=
2
www.economywatch.com/india-it-industry/structure.html
www.mit.gov.in/sites/upload_files/dit/files/annualreport2010-11.pdf
www.mait.com
www.wikipedia.com
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5.5: APPENDIX/ ANNEXURE:
Dealer Feedback Form
We would be grateful if you could spare a few minutes to give feedback that will help us toensure that our standard of customer care exceeds expectation wherever possible.
Name: _____________________________________________ DOB ______/________/ _____
Contact No.:________________________ Email Id: _____________________________________
Company: ___________________________________________________________________________
1. How long have you been associated with us?
2. In which sector do you deal?
Channel sales Retail Corporate AMC Repairing
3. Total Sale in percentage?
Branded Sales ____________% Assembled Sales _______________%
Laptop Sales _____________% Preferred Brand_________________
Desktop Sales_____________% Preferred Brand_________________
Software Sales ______________ Others_________________________
4. Do you get any Branding Support?
Yes No If not, do you require Yes No
5. How often our representatives visit/call you and inform you about the new schemes?
Never Rarely Occasionally Regularly
6. Please rate your overall satisfaction with purchasing experience.
Very dissatisfied Somewhat dissatisfied Neutral
Somewhat satisfied Very satisfied
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7. Are you happy with the schemes offered?
Yes No
Specify____________________________________________________________________
8. How much of your Business Volume is accounted by us?
0-25% 26-50% 50-75% 75-100%
9. If you receive any technical support, how do you rate the skills\capability of our engineers
and their response time?
Poor Unsatisfactory About average Satisfactory Superior
10.Specify delivery issues, if any
Yes No
Specify ________________________________________________________________
11.How do you rate our responsiveness in dealing with you?
Poor Unsatisfactory About average Satisfactory Superior
12.Are you (SA) Sales Affiliate of DELL?
Yes No If Yes, SA Code: _________________
13.How satisfied are you overall, with the products and services received from us?
Poor Unsatisfactory About average Satisfactory Superior
If not satisfied, please specify ______________________________________________________
14.Why do you prefer working with us?
15.Do you have any other problems while dealing with us?
16.Do you have any comments or suggestions that would help us to improve our quality of