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Submitted in partial fulfilment of the requirements for Master of
Business Administration (MBA)



2nd SEM Sec B




At the outset I would like to extend my gratitude to Mr. RISHANK BELWAL

(ACADEMIC PARTER) at HCL. For giving me an opportunity to undertake this project

under his able guidance and for helping me in understanding and completing the same in a

fruitful manner.

This acknowledgement is incomplete without thanking and expressing a deep and sincere

gratitude to Lecturer Mr. SUMAN JOSHI (Faculty & My Mentor) AMRAPALI Institute

of Management and Computer Application, haldwani, who has always guided and

encouraged me towards the right direction and without whose guidance and support this

project would not have possible in time.


I worked for HCL INFOSYSTEMS LTD IN Career development centre located in Haldwani.
I worked for the project titled MARKET EXPANSION OF HCL-CDC in training through
career development centre

My area of work:
I on behalf HCL CDC was asked to organize promotional activities including
presentations, seminars

 To create a customer database for the company, so that interaction to the potential
Customer could be done in a swift manner.
 To convince the potential customers about HCL products and close the deal

My learning:-

 Learned to interact with customers of different stratum.

 Most of the customers were more inclined towards BRAND NAME.
 As region covered was Chandigarh, Haryana and Punjab so it has greater potential to
 Learned how to close deal and imbibe corporate culture of HCL.

Flaws of the projects:-

 Target customers were very widespread and distributed so took long time to locate
them and there was lack of awareness about training program of HCL .
 As the program offered by HCL were not affiliated by any university so it was difficult
to convince the target customer.
 The pricing strategy of the HCL was not suiting lower middle class.


 Being a manager of the project I could have offered more flexibility in pricing strategy
of HCL TRAINING program to suit the pockets of lower middle class.
 More promotional tool like event sponsorships, advertisements and pamphlets could be
used to create more awareness about HCL training programs.

 Prior research on segmentation of target customers and reasons influencing their
decision should be done to increase closings of HCL training programs.


S.No. Page no.

1 Company profile

2 Vision and mission of company

3 History of HCL

4 Products of HCL

5 Objectives of the project

6 Research methodology

7 Data analysis and hypothesis testing

8 Main events of summer training

9 Competitor analysis

10 Conclusion and suggestion

11 Bibliography



HCL Info systems is India’s premier information enabling company. Leveraging its 3
decades of expertise in total technology solutions, HCL Info systems offers value-added
services in key areas such as system integration, networking consultancy and a wide range of
support services.

HCL Info systems is among the leading players in all the segments comprising the domestic
IT products, solutions and related services, which include PCs, Servers, Office Automation,
Networking Products, TV and FM Broadcasting solutions, communication solutions, System
Integration, Digital lifestyle Solutions and Peripherals.

HCL has direct sales, channel sales and retail sales network pan India. Continuously meeting
the ever increasing customer expectations and applications, its focus on integrated enterprise
solutions has strengthened the HCL Info systems’ capabilities in supporting installation types
ranging from single to large, multi-location, multi-vendor & multi-platform spread across

HCL Info systems, today has a direct support force of over 2800+ members, is operational at
360+ locations across the country and is the largest such human resource of its kind in the IT
business in India. HCL Info systems has pan India presence across metros and non-metros.

HCL Info systems’ manufacturing facilities are ISO 9001-2000 & ISO 14001 certified and
adhere to stringent quality standards and global processes. With the largest installed PC base
in the country, four indigenously developed and manufactured PC brands – ‘Infiniti’, ‘Busy
bee’, ‘Beanstalk’ and ‘Ezeebee’ – and its robust manufacturing facilities. HCL Info systems
aims to further leverage its dominance in the PC market. It has been consistently rated as top
player in PC industry by IDC.

The channel Business of HCL Info systems has an extensive network of over 3000+ resellers
across 800 locations. It has actively promoted the penetration of PCs in the home and the
small office/home office (SOHO) segments.

HCL Infinity Ltd, 100% owned subsidiary of HCL Info systems Ltd. is a class A ISP
focusing on providing the corporate networking services like Virtual Private Network.
Broadband Internet To exist as a market leader in a globally competitive marketplace,
organizations need to adopt and implement a continuous improvement-based quality

policy.One of the key elements to HCL's success is its never-ending pursuit of superior
quality in all its endeavors.

HCL INFOSYSTEMS believes in the Total Quality Management philosophy as a means for
continuous improvement, total employee participation in quality improvement and customer
satisfaction. Its concept of quality addresses people, processes and products.

Over the last 32 years, we have adapted to newer and better Quality standards that helped us
effectively tie Quality with Business Goals, leading to customer and employee satisfaction.


The history of structured quality implementation in HCL Infosystems began in the late 1980s
with the focus on improving quality of its products by using basis QC tools and Failure
Reporting and Corrective Active Systems (FRACAS). We also employed concurrent
engineering practices including design reviews, and rigorous reliability tests to uncover latent
design defects.

In the early 90s, the focus was not merely on the quality of products but also the process
quality systems. Our manufacturing unit at NOIDA was certified initially to ISO 9002:1994
by Bureau Veritas Certification in 1994 and later on to ISO 9001:1994 in 1997. As of now,
all our manufacturing units are certified by Bureau Veritas Certification as per ISO
9001:2000 and ISO 14001: 2004

In early 1995, a major quality initiative was launched across the company based on Philip B.
Crosby's methodology of QIPM (Quality Improvement Process Management). This model
was selected to because it considered the need and commitment by an organization to
improve but more importantly, the individual's need towards better quality in his personal

Under our Quality Education System program, we train our employees on the basic concepts
and tools of quality. A number of improvement projects have been undertaken by our
employees, whereby process deficiencies and bottlenecks are identified, and Corrective
Action Projects (CAPs) are undertaken. This reduces defect rates and improves cycle times in
various processes, including personal quality.

We have received MAIT's 'Level II recognition for Business Excellence' for our initiatives in
the Information Technology Industry, adding another commendation to our fold. MAIT's
Level II recognition is based on the 'European Foundation for Quality Management' (EFQM),
for gaining quality leadership and business competitiveness.

Our certifications / awards in 2003 include ISO 9001-2000 by Bureau Veritas Certification
for our InfoStructure Services and award of First Prize by ELCINA (Electronic Component
Industries Association) for Quality, 2002-03. The ELCINA award criteria considers two
aspects. (1) Enablers (Leadership & Management commitment, Resource Management,
Product Realisation, Measurement Analysis & Improvement) and Results (Product Quality,
Customer / Stake holder satisfaction , Business results).

The tryst for continuous quality improvement is never-ending in HCL Infosystems. We

always strive to maintain high quality standards, which help us fulfill our mission to provide
world-class information technology solutions and services, to enable our customers to serve
their customers better.

HCL Infosystems (HCLI) draws it's strength from 30 years of experience in handling the ever
changing IT scenario , strong customer relationships, ability to provide the cutting edge
technology at best-value-for-money and on top of it, an excellent service & support
infrastructure. Today, HCL is country's premier information enabling company. It offers one-
stop-shop convenience to its diverse customers having an equally diverse set of requirements.

Be it a large multi-location enterprise, or a small/medium enterprise, or a small office or a

home, HCLI has a product range, sales & support capability to service the needs of the

Last 30 years apart from knowledge & experience have also given us continuity in
relationship with the customers, thereby increasing the customer confidence in us.Our
strengths can be summarized as:

• Ability to understand customer's business and offer right technology.

• Long standing relationship with customers.

• Pan India support & service infrastructure.

• Best-vale-for-money offerings.

Technology Leadership

HCL Infosystems is known to be the harbinger of technology in the country. Right from our
inception we have attempted to pioneer the technology introductions in the country either
through our R&D or through partnerships with the world technology leaders.

Using our own R&D we have:

• Created our own UNIX & RDBMS capability (in 80s).

• developed firewalls for enterprise & personal system security.

• launched our own range of enterprise storage products.

• launched our own range of networking products.

We strive to understand the technology from the view of supporting it post installation as
well. This is one of the key ingredients that go into our strategic advantage.

Access, Internet Telephony Hosting and Co-location services designing and deploying
Disaster Recovery Solutions & Business Continuity solutions, Application services, Managed
security services & NOC services over its state-of-the-art IP/MPLS network and end-to-end
contact centre solutions.



As the fountainhead of the most significant pursuit of human mind (IT), HCL strongly
believes, “Only a Leader can transform you into a Leader”. HCL CDC is a formalization of
this experience and credo which has been perfected over three decades.

It is an initiative that enables aspiring individuals to benefit from HCLs longstanding

expertise in the space and become Industry ready IT professionals.

HCL CDC. Dominates the IT space as a leader 58000 gifted professionals, a colossal US $5.0
billion turnover an international presence in 19 countries, and most importantly, a deep-
rooted commitment to innovate makes it a true technology giant.

As the fountainhead of the most significant pursuit of human mind, HCL believes only a
leader can transform into a leader HCL CDC. Is an initiative that enables individuals to be
benefit industry ready IT.

Opportunities and beyond:

HCL takes students to the core of IT fundamentals and the most advanced cutting problems.
Its course modules are structured to give the best of both worlds, academic and hands-on.
Whether anybody are a beginner or a working professional, HCLcdc. Can make a difference
to our learning curve and there by to our curve.

Empowering students to bring out the best:

As the fountainhead of the most significant pursuit of human mind (IT), HCL,
strongly believes “only a leader can transform me into a leader “HCL CDC. Is a
formalization of this experience and credo which has been perfected over three decades.

It is an initiative that enables aspiring individuals to benefit from HCL’s longstanding
expertise in the space and become industry ready IT professionals


To become a Total Quality Institute and contribute effectively towards national development
in the era of rapidly changing global economy and ensure prosperity for the mankind at large.


The Institute will strive hard to train human beings to become dynamic, committed & self-
motivated Total Quality Professionals of very high intrinsic value, technically sound,
emotionally balanced, spiritually high, socially sensitive having responsibility, accountability
& self-esteem in partnership with parents, corporate, academics & government to meet the
rapidly changing multi-dimensional and multi-spherical futuristic challenges of the
contemporary world.

HCL Alliances and Partnerships

To provide world-class solutions and services to all our customers, HCL formed Alliances
and Partnerships with leading IT companies worldwide.

HCL Info systems has alliances with global technology leaders

• Intel, AMD, Microsoft

• Bull, Toshiba, Nokia

• Sun Microsystems, Ericsson

• VIDIA, SAP, Scan soft

• SCO, EMC, Veritas

• Citrix, CISCO, Oracle ,Computer Associates

• Red Hat, In focus, Duplo, Samsung and Novell.

Product of HCL CDC

HCL is an IT company and it is an Indian company and it produce computers &

laptop .HCL CDC is the subsidy of the HCL LTD that’s growing in service sector.
HCL CDC provides
the training to students & employees in the field of Hardware, Software, Networking
and Telecommunication.

HCL Products:-

To join the pampered tribe of IT wiz kids, the Career Development Centre or CDC
offers a number of industry relevant courses.

• MCSE –Microsoft Certified Software Engineer

• CCNA –Cisco Certified Network Associate

• RHCE –Red Hat Certified Engineer

Structured Program Provide by HCL CDC:-

• HCL Certified Enterprise Engineer (HCE+)

HCL Certified Network Engineer (HCNE)
Basic Hardware
Advance Networking
Network Technology and Devices
System Engineer

• Linux Administrator

• HCL Certified Software Engineer (HCSE Dot Net Track)

HCL Certified Software Engineer (HCSE Java Track)
HCL Certified Software Engineer (HCSE Oracle Developer Track)

• Implementing Windows Application using VB.Net

Implementing Windows Application using C#.Net
Core Java 1.5
Advance Java

• C++

Internet and Mail
HCL Certified Service Program


• To study the market expansion of HCL through career development programs

• To gain familiarity with a phenomenon or to explore new ideas regarding career


• To portray accurately the characteristics of a particular individual, situation or a group

which form the part of target customers


Stages of new product development

a.) Business research:

We will generate the new product ideas from customers, Retailers, Dealers using
external research organizations.

We will screen the ideas on the basis of -

 Demand for the product: How much demand can be generate for our product.

 Price elasticity of the demand: on which one price we can sale our product.

b.) Concept testing and analysis

After idea screening we will do the Concept testing like:

 Total sales estimation: we will try to estimate about the total turnover, so that
we can also pay attention on production.

 Estimation cost and profits: after estimate about total sales we will estimate
about cost and profits which we will occur during business

c) Product development

In this stage, detailed technical analysis is conducted to know whether the product can be
produced at costs low enough to make the final price, attractive to the customers.

Product use testing:

i) Alpha testing: within the company.

ii)Beta testing: out side the organization.

iii) Gamma testing: for long term testing.

d.)Test marketing:

Test Marketing is the stage where the product is introduced in a few select cities.

In this stage marketer needs to take decision about:

The number of cities in which the product is to be tested.

Name and geographic location of the cities.

Time to carry out the test marketing.

e.) commercialization:

Product enters into the market during this stage.

In this stage firm incurs huge cost like:

Manufacturing cost

Capital Cost

Promotion cost

Advertisement cost

Distribution cost


• Product strategies :-

The product is one of the most important component of marketing program. Product
features can be customized depending on the requirement of the local market.

• Promotion strategies:-

The Promotion strategies of our organization include advertising, sales promotion ,

publicity, direct marketing and personal selling.

• Pricing strategies:-

While developing pricing strategies for the market we consider the internal and
external environment of a company. Internal factors include inventory cost,
production cost etc.and external factors include competitive environment etc.
• Place strategy:-

We access to two major types of distributional channels – domestic intermediaries

and foreign intermediaries. we can utilize the services of a domestic intermediaries in
form of an export agent or export management company that export’s the companies
good to foreign countries.


• Market leader :

A market leader has a considerable market share, a significant presence in the industry
and is acknowledged as the leader by other firms in the industry.

• Market challenger :

Market challenger are that firm which occupy the second, third or fourth positions in the
market. They attack on weak points of market leader.

• Market follower :

Market follower prefer to follow the leader rather than attack on it.

• Market niche:

Firm try to operate in a small segment of the market in which the leader is not interested.

Following are the promotional tools use by our organization for the marketing


The major advantage of advertising is its ability to reach a large audience at a very
low cost. we adopt this strategy because customers get bored with the conventional
style of marketing. So we should keep the customers guessing and interested by
launching advertising campaigns that puzzle, tease and arouse the interest of the

Sales promotion:-

Sales promotion is a form of attracting the customers by offering them various

benefits in the form of incentives or by adding the value of the product. The various
kinds of sales promotional tools which we are using to increase the sales are coupons,
discount, samples etc.

Publicity: -

Publicity is a non paid form of communicating information about the product as a

news article in the newspaper or television or radio. We can manage the marketing
communication mix with appropriate and timely publicity through newspaper articles,
coupled with attractive public relation campaigns.

Public relation:-

Public relation helps us to create a positive opinion about the firm in the market

Direct marketing:-
In direct marketing, we communicate directly with the customers through mail or
telemarketing or marketing through the internet.


A survey research is defined as the method of collecting information by asking a set of pre
formulated questions in a predetermined sequence in a structured questionnaire to a sample of
individuals drawn so as to be representative of a defined population. These questionnaires are
administered to an individual or a group of individuals through interviews. Typical survey
objectives involve describing or learning from an ongoing activity by studying the changes in
behavioral patterns of the subjects of interest to the researcher.


Hypothesis: A tentative explanation for an observation, phenomenon, or scientific problem
that can be tested by further investigation. A hypothesis describes in concrete terms, in the
form of a statement, what you expect will happen in your study.

Following aspects should be kept in mind when formulating a hypothesis

• Hypotheses can only be formulated after the researcher has gained enough knowledge
regarding the nature, extent and intensity of the problem.

• Hypotheses should figure throughout the research process in order to give structure to
the research.

• Hypotheses are tentative statements/solutions or explanations of the formulated

problem. Care should be taken not to over-simplify and generalize the formulation of

• The research problem does not have to consist of one hypothesis only. The type of
problem area investigated, the extent which encircles the research field are the
determining factors on how many hypotheses will be included in the research

Criteria for the formulation of a hypothesis: Following criteria are of importance in

formulating hypotheses. A hypothesis should:

1. stand a test;

2. be expressed in clear language;

3. be in accordance with the general theme of other hypotheses statements in the same
field of study, and should be regarded as valid;

4. be. coordinated with the theory of science;

5. be a tentative answer to the formulated problem;

6. be logical and simplistic;

7. consider available research techniques (to be able to analyze and interpret the results);

8. be specific; and

9. Be relevant to the collection of empirical phenomenon and not merely conclude value

10. In case of exploratory research generally there exist no hypothesis

Hypothesis for the project

There is a great potential in training sector in which HCL wants to venture

through career development programs in information technology sector.


Research design can be thought of as the structure of research -- it is the

"glue" that holds all of the elements in a research project together. We often
describe a design using a concise notation that enables us to summarize a
complex design structure efficiently

Types of Research Designs

 Exploratory Research

Designed to generate basic knowledge, clarify relevant issues uncover variables

associated with a problem, uncover information needs, and/or define
alternatives for addressing research objectives.

A very flexible, open-ended process.

 Descriptive Research (who, what, where, how)

Designed to provide further insight into the research problem by describing the
variables of interest.

Can be used for profiling, defining, segmentation, estimating, predicting, and

examining associative relationships.
 Causal Research (If-then)

Designed to provide information on potential cause-and-effect relationships.


Exploratory Research

Designed to generate basic knowledge, clarify relevant issues uncover variables

associated with a problem, uncover information needs, and/or define
alternatives for addressing research objectives.

A very flexible, open-ended process.


Experience Surveys (depth interviews)

 people with varying points of view

 Unstructured and informal interviews

 Respondent free to choose issues to be discussed


Sampling is the process of selecting a small number of elements from a larger

defined target group

of elements such that the information gathered from the small group will allow

to be made about the larger groups.


1. Define target population

a. Target population:- The collection of elements or objects that possess

the information sought by the researcher

b. Element: - “Objects that possess the information sought by the

researcher regarding which inferences are to be made “

c. Sampling unit:-“The basic unit containing the elements of the

population to be sample

2. Developing a sampling frame:-A representation of the elements of target
population. It consists of a list or set of directions for identifying the target

3. Selecting the sampling technique:-

A. Sampling with replacement

B. sampling without replacement

1. Probability sampling

2. Non probability sampling

4. Determine Sample size:- “The number of elements to be included in a


5. Execute the sampling process

Representative sample:-
A sample whose characteristics correspond to, or reflect, those of the original
population or reference population

To ensure representativeness, the sample may be either completely random or

stratified depending upon the conceptualized population and the sampling
objective (i.e., upon the decision to be made)


Stratified Random sampling –It is a two step process where first step consists
of dividing the whole population into subgroups and then elements are selected
from each stratum randomly

 Often factors which divide up the population into sub-populations

(groups / strata)
 Measurement of interest may vary among the different sub-populations.
 This has to be accounted for when we select a sample from the population
to ensure our sample is representative of the population.
 This is achieved by stratified sampling.
 A stratified sample is obtained by taking samples from each stratum or
sub-group of a population.


In our project target population is students.

Sample frame is students who have passed out senior secondary examination
and who are graduating or passed out .

I) We divided the students based on their academic background into two

parts- Technical students

Those students who are doing or done Engineering and any technical

II) Non technical students

Those students who are 12th passed and graduate in any stream or
those are pursuing graduation



COLLEGE/ INSTITUTE-…………………………………………



1. What is your educational qualification?

2. What are your future career plans?

3. What is your family background?

4. Have you done any computer training program?

5. What do you know about HCL?

6. Have you heard about HCL career development program?

7. How much do you expect to earn after graduation?

8. Do you have any work experience during graduation

9. How much do you like working with brand companies?

10. How much more can you spend on u r education?


Eighty percent of respondents were of opinion that HCL should enter into career
development programs considering present education scenario for higher

Fifteen percent of respondents were in favour of traditional classroom studies

and were not sure about HCL success in career development programs.
Five percent respondents could arrive any consequential decision regarding
HCL’s entry in career development programs.

Based on response of the target students it was observed that there is a

upcoming need of IT industry oriented career programs. As the course provided
in the college are not able to cater to the specifications of industry demands
there is great potential for HCL to enter into career development programs.


After analysis of data we conclude that there is a great potential in training

sector in which HCL wants to venture through career development programs in
information technology sector. Therefore we accept the hypothesis of the


I joined HCL CDC, Mohali as an intern on 2nd June, 2010. I am worked in

the Marketing Department of HCL.


Visiting all the IT institutes and studying about their products and prices, and
marketing strategies. Identify the concept of visual merchandising and how
to make convince the target group and design the promotional target for the
products, which are providing by the Institutes. Analyzed them for getting
result which can be helpful in promotion of HCL and make HCL as a leader
among other IT sector..


Login time: 9:30 AM

Reporting time: before 8:00 PM

Works assigned to me during Training at HCLCDC


•In first week understood the products of HCL CDC

• participated in education fair and distributed pamphlets.


•In second week collected data from different schools and Colleges.

• gave report to corporate guide.


• Collected the information of HCL CDC competitor, their products and

make a analysis of report.

 prepared synopsis for project.


 went in ITI CHANDIGARH, gave presentation and council the target


• send synopsis and weekly report to my faculty guide Mrs. Suman Pathak.


• Worked on the closings of students for HCL career program.

• Analyzed the data which was collected by me through different sources and
developed various plans for marketing.


•submitted Final report to Mrs. SUMAN PATHAK.


In domestic market HCL CDC has many competitors. Some small

players also has competition in IT education sector.
Competitors of HCL CDC.


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 ISO 9001:2000 CERTIFIED













By working on this project titled MARKET EXPANSION OF HCL it has been

clearly seen there is large scope for hcl to venture into career development
programs in order to growing demand of trained and skilled professionals in
information technology industry.


 Being a manager of the project I could have offered more flexibility in

pricing strategy of HCL TRAINING program to suit the pockets of lower
middle class.

 More promotional tool like event sponsorships, advertisements and

pamphlets could be used to create more awareness about HCL training

 Prior research on segmentation of target customers and reasons

influencing their decision should be done to increase closings of HCL
training programs.