[1] CHAPTER – 1, Introduction to the Project
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3 5 6

Introduction Objectives Scope

[2] CHAPTER – 2, Company Profile
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8 11 12 20 21

About the Company Macrosoft’s Products Services Offered By Macrosoft’s Products Achievements Some of Macrosoft’s Satisfied Clients

[3] CHAPTER – 3, The Market Research
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23 25 26 29

About The Project Introduction To Market Research Task Assigned Research Methodology

[4] CHAPTER – 4, Data Analysis


Data Analysis

[5] CHAPTER – 5, Major Findings
• •

37 39

Findings Limitations of The Company



[6] CHAPTER – 6, Conclusion
• • •

42 43 44

Conclusion Learning from Executive Training Limitations of The Research

[7] ANNEXURE – 1, Questionnaire [8] ANNEXURE – 2, Detail’s of Clients Visited [9] ANNEXURE – 3, Bibliography

45 49 57

Introduction to the Project

This project was undertaken to gauge the customer interest, awareness, attitude, perception and understanding the needs & requirements of customers towards software sector. And also to study the complexity & challenges involved in marketing software products. For the same, respondents were selected who were considered high net worth customers in term of their business Mainly the target respondents consisted of small scale industries, hospitals, medicine shops, educational institutes and small organizations like show rooms and outlets. The target customers were selected from the Yellow Pages of Bhubaneswar. Also some of the potential customers were referred to me by my Company Guide. The sample size was of forty five organizations, which were studied on this topic by getting them fill a small questionnaire. I have been assigned on behalf of Macrosoft Associates to know their strengths, weaknesses, existing opportunities and the probable threats for the

a strong sense of values driven from the company credo and environment. ~4~ . next comes the salesman / consultant approach. It owes its success to strength of its brand and loyalty they enjoy from the I hope the information and analysis in the project may help the company for their further expansion of business as well as to survive in this competitive world of marketing in the Bhubaneswar city. This report will help in understanding the market potential & Demand of customized software in the domestic market and access the adoption level of their products in the domestic market. High net worth individuals are ready to invest in software sector and they also feel that it is a big investment option with 65% of them were accepting to this fact. getting their daily business computerized. because some of the potential consumer I came across were giving preference to the brand name of the company or its parent company. People don’t have any concern linked with services offered by the company. I have covered almost all parts of Khurda District (Mainly in Bhubaneswar). instead they think that the final software package plays far bigger and important role in fulfilling their needs. During my survey I have covered four hospitals. The brand name plays a very important role in software companies. Advertisement makes maximum people to think about software i. The second to it was to analyze and recommend what steps company should take and which are the sectors should it target to increase its revenue. This sets the toughest standard of leadership.e. Macrosoft Associates got the image of creating software products. I worked hard for two months. twenty two educational institutes (including schools and colleges) and nineteen small scale industries through questionnaire.

’s software solutions. Ltd. The main objectives of doing this project and preparing the report are as follows: • To identify those factors which influence the buyers to buy and non- buyers to not to buy software. in the city of Bhubaneswar by analyzing different factors and individual market share of different software companies in Bhubaneswar. Ltd. • • To examine the effectiveness of various promotional activities. ~5~ .Objectives This study was conducted to know the market potential of Macrosoft Associates Pvt. To study the growth and expansion strategies of Microsoft Associates Pvt. • To determine the demand for each of the products in the market.

• To study the overall performance of Macrosoft associates. effective sales and services followed by the organization.• To understand the requirements of the customers towards the software services. While doing so I also studied the market awareness towards software products. only than a firm can survive. Scope In the present world of changing technology and turbulent environment. I collected data by interviewing various customers for the fulfillment of my market research. a farm has to constantly understand the future demand and latest trend in market. • • To know how it competes with competitors. they should be like an open system so that they can change themselves according to the environmental changes. • To know approximate market share of Macrosoft associates and its core competitor. ~6~ . I did marketing for Macrosoft Associates for two months. For this. • • To know the customer attitude towards Macrosoft associates. Customer awareness regarding the software available and their buying attitude. To get information about the work culture.

So maintaining the uniqueness in the products is very tough. And advertising based products require high usage of that particular product which abstracts the personal requirement of each individual customer. • There are hundreds of competitors exist in the market. consumers are very less in software. so it is very difficult to get people to pay for the original registered version of the same product. • In comparison to traditional goods or FMCG products. These followings are some of the challenges faced by me while doing marketing of software products: • All most all software is available either for free or their pirated copies are sold at a negligible price. Also because of poor awareness they are not also willing to pay much for software. so it is very difficult to price software.By this intense research I get to know the challenges involved in software marketing. • Software is valued similarly to information and the value of information is different to different people. ~7~ . So attracting the first users are quite difficult. And market is filled with almost same type of products from various competitors.

(MAPL) in India (Regd.:.150628/2000-01). No. Information Technology. And also it is ~8~ . Ltd. incepted in USA as Macrosoft Associates Inc. of India.CHAPTER – 2 Company Profile About The Com pany Macrosoft Associates. as a software solution provider. Govt. Park The of company India is registered Ministry under of Software Technology (STPI). to provide advanced database and web application solutions to a wide variety of private and public sector organizations. (MAI) and registered as Macrosoft Associates Pvt.

It keeps on redefining its targets consequent to new breakthroughs in the sphere of IT and ITES. Their presence in different geographies has helped them gain valuable insights into the corporate practices of those territories and has enriched their knowledge base. Their experts continuously update their skills and brace themselves up for any challenging assignment that might come their way and which may involve huge amounts of energy and resources. Their commitment to excellence and adherence to quality has endeared them to their customers who have reposed trust on their ability to provide customized solutions for any unique or peculiar problem that the customer/consumer may encounter. of India. Information Technology (IT) Solution Firm engaged in a spectrum of IT related activities.endorsed with Director General of Foreign Trade (DGFT). These are the following factors which gives Macrosoft Associates an advantage over its competitors: ~9~ . Macrosoft associates are always sensitive to the financial constraint of the client and provide cost effective solutions within client’s budget stipulations. Macrosoft associates are always awake to the shifting requirements of the clients and try to anticipate the need of his organization so that they could come up with model solutions prior to the actual occurrence of the problem. as a licensed software exporter & importer. Macrosoft associates is a multifunctional. Macrosoft associates pride on its achievements made possible by its highly talented work force whose focused approach and capacity to deliver within a pre-set time span has enabled the organization to execute its projects successfully. This has also contributed to strengthening their position in those areas where a vast market is still lying untapped. They are well equipped to take up projects of any dimension and of any proportion and offer parity in quality standards with their peers in the same sector. Govt. Ministry of Commerce.

scheme Multimedia-corporate presentations.asp. access Languages-VB We ~ 10 ~ . query. • • Technical Solutions Provided By Macrosoft MAPL’s technical team possesses a focused vision of expanding their customer base and overall increasing business effectiveness.VB.c# Macrosoft’s Zone of Operation MAPL has been successfully delivering e-business solutions to several large and medium government agencies in India and at global level. small talk.• • • Extensive exposure to the IT industry High technology enabled environment Spectral and functional specialization Scalable solutions Qualitative excellence. multimedia shows and • presentations • • Os-complete range of window servers Application-ms exchange. ms office 2003 Back end. We have functional expertise in traditional integration technologies and platforms such as: • XML. • • DBMS-SQL server 2000. update. Biz integration servers. path. share point portal servers.asp. small • business server.

Small & Medium Manufacturing Enterprises Govt. • • • • • • • • • • Telecom Sector Trading Wholesale and Distribution Industry. Our solutions are targeted at the following customer segments of business. Colleges & Institutions Real Estate & construction. Enterprises Tour. Medicine stores. Travel & Hotel Industry Steel & Subsidiary Industries Schools.have also succeeded in setting up a concrete platform for both small industries and private enterprises. clinics & hospitals Retail shops & malls ~ 11 ~ .

M acrosoft’s Products Macrosoft Associates has developed a number of innovative products to suit customer needs. : An Enterprise Human Resources & Payroll Solution. : Enterprise level Multi tier Accounting & Inventor Systems. : Local SMS broad Casting Solution. Their products are targeted to boost consumer’s operational efficiency and also manage critical applications of their business. MAI BOOK MAI On Object : A web based Enterprise Accounting Solution : A unique messaging system that allows you to set up publishers and subscribers. Along with the products we they continuous support by qualified and experienced technical experts. : Distributed Service Management Solution. : Document management system. : Significantly reduces development time with this product which sits between a user or programmer and an RDMS MAI PAYROLL MAI INVAC MAI MAI MAI MAI MAI Tele CMM AGILE EHPS SMS4U MEDICARE made up of dissimilar elements. to send data in an email MAI UDA manner. : Accounting and inventory solutions for medicine retailers & stockiest. MAI DOC Services Offered By M acrosoft’s Products ~ 12 ~ . : Enterprise level Call Management Solution. Some of the products of Macrosoft Associates are. : Enterprise Human Resources & Payroll Solution.

real time problem resolution is uniquely performed utilizing an end-to-end view of services. The messages can be crucial to be sent / ~ 13 ~ . Very often documents are found scattered across different locations in the organization. MAPL’s solution can substantially reduce IT lifecycle costs across operations. MAPL’s document management system will provide greater insight to organization’s documents than the normal structure of arrangements. The need to instantly send or receive significant bits of text/figures with people matter most. It makes the documents readily available to those who want to use it for some specific purpose. support and development by directly linking operations and development. Fast. store and manage these critical assets. Macrosoft’s solution will centralize. Application Management Macrosoft’s services will help the organizations to increase the performance and productivity of business critical applications. SMS Broadcasting Telecom revolution has brought the possibility of mass communication to affordable ranges and one of the exciting avenues in this mobile revolution is the use of SMS to send & receive short text messages in seconds. Document Management System Documents encage the ideas and power initiative actions. With SMS broadcaster one can send multiple messages to people directly right to their mobile phones getting the advantage of directly reaching the intended audience and their feedback instantly. transactions and associated resources across platforms and subsystems.These are the spectrum of activities in which Macrosoft Associates is engaged in.

Content Management Services and support is designed to maximize organization’s online business. All which means greater ease of information dissipation at the fraction of conventional approaches costs & time. gain greater Operational Control & be more agile and smart in Business. Web CMS As websites are increasingly being used for serving multiple communication needs of business. it has become critically important to sieve through that information and assimilate those which are vital and jettison others which are of no significance. Database Management System (DBMS) Capitalizing on Macrosoft’s distinct edge and the proven expertise of their committed work force. Operational and Administrative Activities. Websites are also facilitating smooth business transactions and faster decision making. MAPL provides a comprehensive web service package keeping in view the needs and priorities of their clients. they can offer excellent functional models of database ~ 14 ~ . Telecom revolution has brought the power of Instant Messaging Service to affordable costs. However with large inflow of information having a direct bearing on the operation of the organization. Macrosoft offers the following solutions meant for and directed at dispelling all web related complications and offering the client a seamless version of web management tool.received instantly to give a better Competitive Advantage. Macrosoft attempts to organize the collaborative management of website content. New features are being added which have reduced complications leading to efficient utilization of time and resources. maintaining and updating content has assumed very crucial role in this process.

updated till the latest breakthrough transfer the benefits accrued on account of an improved system to the organization. MAPL expertise. it requires proper maintenance and reinforcing inputs from time to time to keep it optimally functional. Consumers can entrust MAPL the responsibility of maintaining their vital applications and extending the required support to retain and improve their capabilities. MAPL helps clients to reap the benefits of an automated process by mechanizing their system and bringing those under a centralized loop. An organized database management system leads to quick retrieval of the desired data enabling fast decision making and considerable reduction in misdirected effort. facilitating swift access of data from a centralized system which will go a long way in helping the organization streamline its business framework along with organizing and integrating disparate databases. A well ~ 15 ~ . Application Maintenance and Support If the client is having an automated and well networked system. Automated Tools Operational efficiency can be increased and the frequency of errors can be reduced to a large extent due to extensive mechanization of various business processes. Web Design and Development Services A website has come to be regarded more as a convenient business communication tool rather than an information disseminator. The comparative performance of tools and instruments operated manually is no match for the swift error free operation of the automated tools.

1. contact details and an online enquiry forms. 3. about us. MAPL possess refined expertise and the relevant skills to design and create great websites reflective of an organization’s status and stature. In fact the Internet is a global high speed market & Information Exchange place hence all the more imperative to have an Internet presence.designed and structured website has come to be accepted as an indicator of the corporate status of an organization. It is all of promoting of self’s business activities and procuring business. Companies who are not ready for a full website should opt for a single web page as a cost effective interim solution. A website today is more than a just presence in the Web. Websites serve multiple purposes starting from being information outlets to performing more complicated functions like process integration. The easiest and quickest way to achieve an online presence would be to have a simple web page advertising the business and services offered. 2. Single Web Page: Marketing / Company Awareness Nowadays consumers expect reputable companies to have their own website. products. Four or Five Web Pages: Company Synopsis This is a condensed. Here are some typical examples to give you an indication of MAPL’s costs. more informative website typically containing four or five pages such as home page. Approximately Ten Web Pages for a Small or Medium Business This type of website would expand on option-2. including more detailed web pages to allow the business to illustrate its existing portfolio of ~ 16 ~ .

This solution is targeted towards businesses with a small number of items which they wish to sell online using PayPal or a similar payment processing and offerings. Full E-commerce Website A full E-commerce is a website with a shopping cart to process online credit card payments. Customer testimonials could be included along with online enquiry/contact forms. 5. The problems associated with voluminous physical transactions could be successfully obviated ~ 17 ~ . E-commerce is being resorted for smooth process integration and elimination of procedural snags. films and Television production require different variants of multimedia applications to different degrees to cater to their various requirements arising out of their business operation. advertising. MAPL provides business compatible solutions designed with innovative and creative application of a variety of multimedia tools. This site would typically include a secure online administration area allowing you to manage product details and maintain stock control. E-commerce Solutions Business enterprises these days want to leverage on the development in the IT sector to drive their business growth. Basic Ecommerce Website This will contain approximately ten web pages as in option-3. Multimedia Solution Organizations and firms engaged in education. 4. but will include an online payment function.

and the time involved could be substantially reduced by adopting novel E commerce models. MAPL does so by delivering the most innovative technology and making it as easy as possible for organizations to track and analyze shifting customer needs. MAPL can also provide turnkey integrated E-commerce solutions and professional services that reduce deployment time without straining client’s internal resources. Legacy Management MAPL provides legacy management services in a collaborative working model that leverages on the rich industry experience of MAPL’s on-site consultants and their multi-skilled technical teams. in close association with other supporting groups. A centralized system for order fulfillment and product management will be created. MAPL can suggest varieties of models that will effect a smooth transition to an E-commerce platform. link marketing campaigns to sales results. and monitor sales. MAPL also provides services to maintain. All their legacy management services are provided from their offshore development centers. So the client would be able to integrate online and off line operation through the models developed by Macrosoft. Customer Relationship Management (CRM) CRM is a software solution that helps enterprise businesses by managing customer relationship in an organized manner. MAPL preserve the business logic captured in their customer’s systems and modernize them with minimal effort. MAPL’s deep technology focus. and migrate legacy systems and entire application portfolios. industry expertise and customer centric approach have endeared them to their customers. support. activities for improved forecasting ~ 18 ~ . re-engineer.

Enterprise Resource Planning (ERP) The need for cutting edge ERP solutions is becoming crucial in the present IT powered business environment. Market for almost all products/services has become truly global. This is accentuated by the fact that even the most fundamental market philosophies are undergoing metamorphosis. The general purpose of CRM is to enable organizations to better manage their customers through the introduction of reliable systems. MAPL offers a robust distributed delivery model that incorporates all components of implementation and implementation involved support to provide their clients with a complete enterprise solution. Further the customers have become more knowledgeable of the various choices on offer. In order to gain a competitive advantage and differentiate products and services in the market place. Users expect instant access to all ~ 19 ~ . orchestrate new business processes and integrate the data across the enterprise. Through CRM organizations are able to share and manage business information — the result is CRM success.accuracy and manufacturing demand. Enterprise Application Integration (EAI) Business applications complement and supplement each other’s functions. companies must shift their focus from a productcentric view to a customer centric one. processes and procedures. Thus delivering products as per customer satisfaction is getting difficult with the onrush of new players in the market space. The objective of enterprise application integration is to create a platform that enables fast integration and extremely rapid development of composite applications that serves to build new strategic business solutions that leverages the functionality of existing applications. We are opening the doors to increased ERP benefits.

Networking Services Macrosoft Associates have successfully designed. They are always on guard to advance with the growing technological advances and concentrate on providing innovative solutions to deliver quality functions an enterprise can offer. Networking services provided by Macrosoft Associates: • • • • • • • • Construction of operational networks Integration of network platforms Reconfiguration and up gradation of network systems Network administration Network back-up including disaster maintenance support Wireless networking Networking Security Antivirus Services ~ 20 ~ . integrated solution. estimate the cost and resource requirements and provide post implementation support and service. integrated and deployed large networks to suit the business needs of their clients and that also within their cost constraints. Macrosoft Associates evaluate tools to build the strategy for EAI integration. MAPL excels in integrating EAI applications. regardless of which system the functionality may reside in. The team of their expert is all equipped to handle projects efficiently as they have the relevant job compatible skills and the edge of experience. plan the EAI application and design. They ensure quality of service and customer satisfaction by staying continual touch with the client as the project progresses. Their strength lies with their dedicated development team with cross functional expertise. This requires disparate applications to be connected into a larger.

Achievem ents • MAPL’s CEO Mr. • Best Software Solutions Vendor for Department of Revenue. ~ 21 ~ .D. USA. National level implementer of CMM for Reliance Telecom across 11 • circles. • • Awarded ISV Advantage Stature by IBM for India. Macrosoft is a certified solution provider. • Ranked 13th leading MNC Software house under the STPI division. H. Massachusetts. Devegowda for best NRI entrepreneurship. Bikram Ray was Awarded Hind Ratan in 2001 by former Prime Minister of India Mr.

Som of M e acrosoft’s Satisfied Clients 1. of Revenue and Dept. Lockheed Martin-Support layer development in USA State Rail(NSW) in Australia Suffolk University. USA • • • 2. USA SOVEREIGN BARTER. USA World link-Communication tracking and billing system.. of Training & employment) in USA. Foreign Clients • Commonwealth of Massachusetts ( Dept. Connect-Structured testing methodology system in USA. ~ 22 ~ . Domestic Client • • Reliance telecom Jindal power and steel-Enterprise HR and payroll system. • • • • Govt. USA ROWALDEN Shells Inc.

I.T.A College Of engineering Nalanda Institute Of Technology B.V Public School Jupiter +2 Science College G. of Orissa D.S Akash Institute Adyant Institute Hindustan Coca-Cola Beverages Pvt. Govt.I.R.M.I.Ltd ~ 23 ~ .T.• • • • • • • • • • Department of Public Enterprises.M D.E.I.A.

To analyze and recommend what steps company should take and • which sector should it target to earn more revenue. • To access the adoption level of their products in the target market.CHAPTER – 3 The Market Research About The Project Management Objective • To understand the market potential and demand of customization software in the domestic market. ~ 24 ~ .

Now in Bhubaneswar people are using modern technology so the software product will be more demandable. people are unaware of software products as well as reluctant to buy or invest such amount in it and most of the companies are targeting to the middle level organizations and software products of different companies is based on different language. Coca cola. To gain knowledge and experience in the field of marketing. Institutions. Hospitals & Medicine Stores) and interviewing them based upon different parameters of the questionnaire provided by me. To know the challenges involved n software marketing and to differentiate software marketing from marketing traditional goods. There are companies who target to the company like Jindal Industries. ~ 25 ~ . I found that different companies are having different product on different languages and ranking of the company is depends up on their brand. Research Profile There are many software companies as well as software solutions exist in the market. private sector banks. Different companies are targeting to the different customers. My research profile included taking appointment with decision takers in companies (like Presidents.Research Objective • • • To study the market awareness towards software products. big organizations. From my survey I found that in Bhubaneswar. Managing Directors & Senior Managers) across all organizations (ranging from Manufacturers.

Questionnaire • Questionnaire was prepared by me with help of Ms. my company guide. Time Available • Two months or sixty days of time was given to me as per the university guidelines.Area Covered • Bhubaneswar and nearby areas. Introduction To M arket Research ~ 26 ~ . Rashmi Rekha Sahoo.

Operation research and market research along with motivational research are considered crucial and their assist. which in turn depends upon business research. Business budgeting. Task Assigned ~ 27 ~ . production and sales. Marketing research is an academic activity and as such the term should be used in a technical sense.Research in common parlance refers to a search for knowledge. Research can be defined as a systematic and scientific search for knowledge. It has its special significance in solving various operational and planning problems of business and industries. which ultimately results in a projected profit and loss account. efficient production and investment programs can be set up based upon the purchasing and financial plans. is based on sales estimates. in taking business decisions. It provides the intellectual satisfaction of knowing a few things just for the sake of knowledge and also has practical utility for the social scientist to know for the sake of being able to do something better or in a more efficient manner. in more than one way. The systematic approach concerning generalization and the formulation of a theory is also research. Market research is the investigation of the structure and development of a market for the purpose of formulating efficient policies for purchasing. Market analysis has become an integral tool of business policies these days. Once sales forecasting is done. Some people consider research a “Systematic effort to gain knowledge”. It is an original contribution to the existing stock of knowledge marking for its advancement.

• Subsequently taking care of the effective revenue collection from the market. close sales. From the 2nd week itself I started working on products which was given to us. Coordinates sales calls meetings and presentations. • • • Develop and manages ongoing lead / Accounts Pipeline. effectively handle objections. From the 3rd week I was working for some more products of Macrosoft Associates. • • Follow-up with customers prospects and leads. • Continually prospect for new customers through ongoing creative. • Interaction with senior management in the client organizations & ~ 28 ~ present MAPL’s products & services. create and delivers customized “standard” presentations. Hence these are the following tasks I performed during my research. organized. .My 1st week of management training was of product training of two products one was SMS4U and another was Website Design. Resolve customer complaints/issues by effectively working with the customer relations team to support customer. • Manage complex sales situations & acquire clients based on “value based selling”. laterally and above the primary contact. • Assess and identify customer needs. Cultivate relationships. targeted lead generation activities.

Rashmi Rekha Sahoo and all the staff who are working for the company because of them I was capable enough to take that difficult task. my company guide Ms. particularly when the survey has to be accomplished in a very limited time. Personal Interview The investigator follows a rigid procedure and seeks answer to a set of preconceived questions through personal interviews.I was very much fortunate that the extra responsibility or the task was given to me to start working on the 3rd week itself because of my sincerity and dedication towards the work. It is the most extensively used method in various economic and business surveys. Parija. P. Primary Marketing Research 1. Questionnaire are mailed to the respondents with a request to return it after completing the same. Before ~ 29 ~ . 3. I sincerely thank to MAPL’s Chief Operating Officer Mr. This method of collecting data is usually carried out in a structured way where output depends upon the ability of the interviewer to a large extent. This is not a very widely used method but it plays an important role in industrial surveys in developed regions. Telephone Interview This method of collecting information involves contacting the respondents on a telephone itself. S. Mailing of Questionnaire The researcher and the respondent do come in contact with each other if this type of research method is adopted. 2.

By Observation This method implies the collection of information by way of investigator’s own observation. These enumerators go to the respondents with these schedules. They are provided with schedules which contains relevant questions. without interviewing the respondents. company broachers & magazine and pamphlets.applying this method. Schedules Under this method the enumerator are appointed and given training. ~ 30 ~ . For my project report I have collected the data from internet. This method is no doubt an expensive method and the information provided by this method is also very limited. Data are collected by filling up he schedules by enumerators on the basis of replies given by the respondents. of the questionnaire. World Wide Web is now the greatest repository of information. newspaper. usually a pilot survey for testing the questionnaire is conducted which reveals the weakness. 5. Secondary Marketing Research Secondary data provides a starting point for research and offer the advantage of low cost and ready availability. 4. if any. The internet. The information relates to what is currently happening and is not complicated b either the past behavior of future intensions or attitude of respondents.

awareness. perception and view towards MAPL’s products. To achieve this end. Sources of Data ~ 31 ~ . people from different posh locality belonging to different age group and income segment were approached for obtaining their views through use of a questionnaire. The project thus involved getting qualitative view from customers and converting them into quantitative figures.Research M ethodology Approach to The Project The project is aimed to obtain the needs and requirements of individuals and to study their attitude.

Considering the fact that presently Macrosoft Associates is targeting client having small scale industries and emerging organizations. articles in magazines and some previously published reports. Sample Size The survey was conducted on a sample of 45 clients. The information obtain the pre-testing is then used to improve the instrument. where customers were classified into five strata based on the type of business of their organization. that’s why most of the respondents were selected from this segment. Judgmental sampling was used to determine the locations where prospective respondents could be found. Sample Techniques Used The sampling technique used was single unit sampling without replacement.The initial literature for this research were obtained from various public sources. Method of Data Collection Questionnaire was used to record the view of various individuals both present and prospective. A model questionnaire was initially administered to about five individuals to test the effectiveness of the instrument in obtaining the required information and its ease of use. Within this broad framework. That was administered to people at different locations in the Bhubaneswar City and in some nearby areas. stratified random sampling was used. including various websites on the internet. The final questionnaire was of multiple choice types (close ended). ~ 32 ~ .

Methods of Data Analysis Several tools were used for data analysis. These includes • Pie – Charts • Bar Graphs • Cross Tabulations Widely used statistical software Microsoft Excel was used for most of the analysis. The analysis throws some interesting and unexpected results and sheds light on the changing trends and preferences of the people towards software solutions. Presentation and Analysis of Data The analysis of data collected from the survey in Bhubaneswar city was carried out using Microsoft Excel software. ~ 33 ~ .

1. of Respondents Analysis Data Analysis Responses of clients towards MAPL’s software solutions: 1.CHAPTER – 4 Responses of the clients Data % in the Sample Nos. Did not have any requirement ~ 34 ~ 14 31 .

36% of them shown interest on MAPL’s products and asked for demo & proposal. Responses of clients towards price of MAPL’s software solutions: 2. 3. 4. ~ 35 ~ . Rest 33% told us to contact them later because they were not having any requirement for the time being but they are planning to have it in future.2. Asked for demo Asked for proposal Told to contact later 4 12 15 9 27 33 Interpretation: 31% clients were not having any requirement for software solutions because they were either already using some solutions and did not require it anymore or they were not using any computers in their work.

3. ly satisfied Respondents Satisfied Neither nor Dissatisfied Strongly dissatisfied 11 6 17 7 25 13 38 15 Interpretation: 36% of our clients shown satisfaction to the price we quoted to them.Responses of the clients 4 2. 4. 5. 13% of them were not having any idea regarding the price of ~ 36 ~ . g 9 Stron Nos. of % in the Sample 1.

software solutions available in the market so they did not give any comment. Already a user Knows about it but yet not an user Just heard of it Never heard of it 4 12 18 11 9 27 40 24 ~ 37 ~ . 3. 2. 4. They said it is costlier than those solutions available in the market. 53% clients showed their dissatisfaction towards the price of our products. of Respondents Responses of clients towards brand image of MAPL’s software solutions: 1. 3. Responses of the clients % in the Sample Nos.

27% of them knew well about MAPL’s brand name but yet haven’t used any. Product wise % market demand of software solutions that MAPL offers in Bhubaneswar Market: 4. % of them were satisfied users of MAPL’s product and gave positive responses. 40% of them just had heard about MAPL and 24% were completely unaware of MAPL. ~ 38 ~ .Interpretation: We asked this question to our clients to know the effect of MAPL’s brand image on its product.

12 3 10 8 1 2 9 Demand in % 26. 3.7 6. 6.7 22.2 17.8 2. 7. Demand in nos. Medicare Solution SMS Broadcasting Service Management Document Management System Accounting Solutions Others Interpretation: This survey was done to know the market demand of different solution that MAPL offers.4 20 Website Designing 2.2 4.Software Solutions 1. 5. Website Designing was the mostly demanded ~ 39 ~ . 4.

(Ex. And Document Management System was least demanded due to high cost & availability of cheaper substitute of the product.solution due to the hype of internet in the last decade.: Tally) CHAPTER – 5 Major Findings ~ 40 ~ .

• Bigger Companies are already using software packages required to them and don’t want to invest anymore. ~ 41 ~ . because maximum number of clients showed interest towards having a website for their organization. these are the following thing I have found out related to Macrosoft Associates. • Some of the companies are price conscious. • • Some of the organization’s work process was not even computerized. the market was very cooperating. • While my research. Companies were giving references and also needs of other companies.Findings After a rigorous research and evaluation of all the data obtained from it. • Some of the companies were not aware that there is a software solution available in the market. • Product like SMS4U has a good demand in educational institutes and medium scale industries. • In the verge of globalization Website Designing is having a bright future in the market. which will enhance the efficiency of their day to day activity. Although more than them were already having webpage of their organization. Most of the companies were unaware about the existence of Macrosoft Associates.

Understanding and using software products requires high intensity of knowledge. ~ 42 ~ . Some of the characteristics which differentiate software products from traditional products are: • Software market growth is driven by innovation. competition is very intense. So implementation of software products comes in a cost of overhauling of equipments like computers and automation of other hardware. • Software is a prototypical high technology industry. Software product’s life cycle is very short due to continuous • development in technology and customization as per the requirements of the customers. . • • Due to markets are global.Apart from this I also studied the characteristics of software marketing and found the difference in marketing approach between marketing software products and traditional products.

Lim itations of The Com pany Some sort of limitation is very obvious in every business. ~ 43 ~ . so it creates a very complex and critical environment both for the Marketing as well as for the Development team to cope with the situation. • Because of the enhancement in the Technologies and introduction of New one in a very short. it makes you understand about the working condition of the organization. Having understood all the limitation it makes you put more effort and asks for tweaking up. time period creates a complex situation for the company to target the customer and meet their needs in an effective manner. Some of the constraints that I found out during the procedure of my research project are: • As the conversion ratio of IT market in India and particularly in Orissa is 100:1. Without paying any attention to the limitation one would not be able to know where he stands.

• Company needs a heavy sales promotion activity because our company is producing new products which people are unaware of. what are the features of the software and tell his needs accordingly. so that the clients can be able to understand.Suggestions From my market survey and according to my findings I came to know about the weakness of Macrosoft Associates and I suggest these following few to do things which may help them in enhancing their business activities. • Providing sample demos. • Promotional efforts like holding frequent seminar & Sponsoring IT related events will improve the brand image of MAPL in the market. ~ 44 ~ . such as through Power Point Slides on existing software solutions.

• The company should modify the sales strategy by the view of the customer and also taking care of advertisement and media publications. automobiles and real estates. manufacturing industries.• Most of the people agree that software is a good solution of their daily requirement so company should built their strategy in such a way that it would meet all the needs and wants of the customers. ~ 45 ~ . • The software solutions can be customized according to various industry needs such as pharmaceutical industries. • Company should introduce new products which can target to the lower equity company.

It develops its various products in the market day to day. This study reveals there is a perfect market condition in Bhubaneswar or in Orissa for software products.CHAPTER – 6 Conclusion Conclusion From the above study I can conclude that even though Macrosoft Associates is a small software solution providing company in comparison to the other companies existing in this huge global market. Effective marketing strategic planning will help ~ 46 ~ . The example of which is the numbers of international and domestic clients they have entertained. then also it is growing like a monster and showing its potential in the market.

This gave me direct exposure to the workflow of organizations engaged in such ~ 47 ~ . Learning from Executive Training The whole Summer Internship Project was a great learning experience from the first day itself. Different people to deal with. During the Summer Internship Project I was assigned various tasks by the organization. and a more practical world where competition is the key word and target based job makes me stay always on my feet to be a go getter.Macrosoft Associates to attract and serve a wide number of customers who are scattered all over the market. the organization’s assignment given to me was promoting their software product and the concepts developed by the company in the market.

concept promotions. It gave me more in depth exposure to its functioning. The whole process gave me the first hand feel of teamwork, strategy building and planning and proper execution of strategies. I learnt how to deal with hurdles in achieving the desired goal; how to deal with people of different mindset and even learnt that convincing is the sole tool for making a business boom in the market apart from good product and service. I also learnt that conceptual selling is much more competitive and difficult in terms of achieving goals. Selling intangible products or goods, making clients understand the advantages of such products is tougher than doing it for tangible products. I also learnt how to approach different organization, make them understand the concept provided by Macrosoft Associates and the after effects of the implementation of such software in their organization. I had shown them the impact of the solution on their long term goals. I have also learnt of several facts about strategies, which help the organization to secure good market position in the software market where solution providers large in number and are in a race towards achieving maximum out of the somewhat limited opportunities in the software market.

Lim itations of The Research
Though the report is completely based upon the true practical facts and correct data obtain from the marketing research, but it also has certain limitations. Some of them are: • This being a convenience sample, the analysis may not be true picture of the target population.

~ 48 ~

Lack of appropriate knowledge regarding all the products of Macrosoft

Associates lead me to mis-interpretation of questions to be asked for data collection. • Sometimes, the respondents mislead me by providing untrue

information. • Marketing research is carried out on consumers who are human being

have and humans have the tendency to behave artificially when they get to know they get to know that they are being observed. This aspect of human behavior disturbed the result of our project.

~ 49 ~

Annexure – 1

Customer Requirement Research ( / /2009)

~ 50 ~

Name Designation Address Contact No.…………………………. What kind of business operation is carried out in your organization? (a)What are your success indicators? (e. 70% students graduation) ……………………………..………………………… …………………………………………………………………………………… 2. 4..g.. than what are the solutions you are using? …………………………. (b) No If yes.. Organization Name : ………………………………. : ……………………………….……………………………. From where do you get to know about the various software product & services? (a) Print media (b) Electronic media ~ 51 ~ .…………………………….…………………………… …………………………. Do you need any other computer / web development services? (a) Personal website (b) Hardware and networking support (c) Company demo presentation (d) Brochure and Company Branding designing (e) Other Software & Hardware Supports 5. Are you using any kind of software solution to improve business? (a) Yes 3.……………………………. : ………………………………. 1. : ………………………………. : ……………………………….

…………………………….…………………………….……………………………. Any other solutions you want to use but not available in market? Summary: ____________________________________________________________ Benefit to your Business: ________________________________________________ ~ 52 ~ . Doc (c) HR and Payroll solution .…………………………. what are the difficulties you are facing? ……………………………. Do you need any of these solutions? If yes when? (a) Accounting Solution – MAI.PAYROLL (d) Inventory Solution (e) Call Monitoring Management Solutions (For Call Centers) (f) SMS Broad Casting Software Solution (g) Accounts & Inventory Solution (Rice.…………………………. What kind of improvements do you need? …………………………. (j) Service Management Software – AGILE (For Electrical Organization) (k) Logistic Solution (For Transportation Organizations) (l) Others (__________________________________________________) 10.……………………………. Whether you are satisfied with your current software product or service? (a) Yes 7. …………………………….… 6. Book (b) Document Management Solution – MAI. 8. Flour & Oil Mills) (h) MEDICARE for Pharmaceuticals & Medicine Shops (Inventory & Billing) (i) WEIGHBRIDGE for monitoring the weight of the raw materials in mines. if yes then specify……………………………………. (b) No If no. 9.(c) From your friends (d) From direct approach (e) From web (f) Any other media.

11. do you like Macrosoft Business Support team to (b) No contact you or any of your reference who may need software solution? (a) Yes 14.: (a) __________________________________________________________ (b) __________________________________________________________ (c) __________________________________________________________ Signature of the Management Trainee ~ 53 ~ Signature of the Management Trainee . If yes please provide: Organization Name Contact No. For detail information. Are you satisfied with the price we quote for our products? (a)Strongly satisfied (b)Satisfied (c)Neither nor (d)Dissatisfied (d)Strongly Dissatisfied 13. What is your opinion about the brand name of MAPL’s Software Solutions? (a)Already a satisfied user (b)Knows about it but yet not an user (c)Just heard of it (d)Never heard of it 12.

Annexure – 2 Detail’s of Clients Visited ~ 54 ~ .

Sector-A. . Pradip Ku.220. Zone-A. Sector-A. Zone-B. Mancheswar Industrial Estate.0674-2585097 Plot No. Kuldip Gupta ( . Ltd. Sarojini Enterprisers. Mancheswar Industrial Estate.List of The Com panies Visited 1. Kar Mob. . . 2.222-C.0674-2585324 Plot No. . ~ 55 ~ .141.9238307916 Plot No. 5. Mr. Mancheswar Industrial Estate. .147/D. OMM feeds Prop. Trishul Trade (P) Ltd. . . Sector-A.0674-2585101 Plot No. Chemflo Industries Pvt. Zone-B. Mancheswar Industrial Estate. Sector-A. . Craft Tech Cutting Tools Pvt.S-3/29. . Ltd. 4.228/237. Phone No. Utkal Electrical Industries Phone No. Mancheswar Industrial Estate. Zone-B. 6.D. 3.) kuldipgupta@hotmail.0674-2580130 Plot No. Sector-A. Zone-B. Mancheswar Industrial Estate. chemfloindustries@gmail. . . Lord Jagannath Mission's College for Nurshing Phone No. Phone Zone-B. Phone No.0674-2585503 Plot No. Sector-A. .

Zone-B. (ITI) Mob. Gurukul Institute of Technology. Mancheswar Industrial Estate. Phone No. Mob. . Plot No.0674-2541142 gauravcollege_2007@rediffmail. N. Biswakarma Technical Training Sector-A. 9. . Plot No.0674-2472525/2471416 Pitapalli. Zone-B. Khurda 11.5 Khurda 12. 8. (ITI) Phone No. Mancheswar Industrial Estate.0674-2580771/258113 Plot No. www. Pitapalli. Sector-A.7. .0674-2530333 Plot No.9437635515. Viswass School of Nursery. Sector-A. .5.06755-221124 Plot No. Bhubaneswar 10.06755-222125/220085 Nabinabag. N. . Sonthalia Food Products Ltd. Orissa Trust of Technical Education Training Phone No.57.S-3/68. Zone-B.S-3/37. Baruneyi Technical Training Center. Khurda Industrial Estate. . Gaurav College of Commerce & Management Mob. . Mancheswar Industrial Estate.H. .474.gccm. Phone No. – . Khurda 13. . Phone No. . .H. . . ~ 56 ~ .137. . New Bus Stand Road.9238101673 Phone No.

College Mob. Sector-A. Bhubaneswar. . E Mail . R. . . . Ruchika Retanga.9937251897 Phone No. Susree Plastic Industry Phone No.pshm. Mancheswar Industrial Estate. Zone-B. Bhubaneswar 19. . Nayapalli. Zone-B.99380858568/9337362133 Plot No. .Khurda. Phone No. .Premier School of Hotel Management. . R. C. 14. Phone No. 17. M.0674-26417247 A-1.0674-2580317 Plot No. Village. Mancheswar Industrial Estate.www. Khurda. Zone-B. HIL . E. C.9861574966/9937372213 Phone No. Sector-A. Kalinga Vihar.0674-2588556 Website .2475277 HIG . . Mob. ~ 57 ~ . I. 1st Floor. Jyoti Sabiliser Prema House. 16. 18.4/2.18.271. .177. Einstein Academy of Technology & Management Phone Plot No. Mancheswar Industrial Estate. Bhubaneswar 20. .premier. . P.Tech ITC (ITI) Mob.0674-2585101 N. 15.

Ltd.71.0674 . Zone . Zone-D. Bhubaneswar 22.A.oretus.ORETUS Business Academy Mob. Sector . Sector .0674-2587652/2587640 Plot No.B Mancheswar Industrial Estate.33337. Sector . Bhubaneswar . Zone . (Near Odisha Bhaskar Press) Mancheswar Industrial Estate. Bhubaneswar Industrial Training Center. Bhubaneswar 23. Sector .0674-2585247.B Mancheswar Industrial D-2/18.0674-2580302 Plot No.A.A.9437003250 Plot No. Rockwell Industrial Services Pvt. E Mail .751 010. . .D Mancheswar Industrial Estate Bhubaneswar 26. Alfa Transformer Ltd. . .20/b. Phone No. Phone No. . .org Website .D Mancheswar Industrial Estate.D Mancheswar Industrial Estate. Zone . . . Sector-A.Bhubaneswar 21.mail@oretus. S-3/26. Ltd Phone No. Bhubaneswar 24.2586137. Kesar Ceramic Pvt. Sector . . Phone No.A. Zone .A.40/F. Zone . Orissa 25.0674-2580484/581036 Plot No. Lakshmi Health Care Products Mob. .93371 71119 Phone No. . ~ 58 ~ .

2555118 ~ 59 ~ .vishweshrayaitc@yahoo. Bhubaneswar Plot No. Sector .9437006477/9437170753 E-mail . .9861013173/9861383360 Phone No. . Sector . . NOUSIS ITC (ITI) Mob.A. Sector . Biren Padhy (Surgion) Mob.D Mancheswar Industrial Estate. .0674-2583120 Plot No. Construction & Real Estate M.A. Ltd. Prachi Clinic Dr.A. Zone . Phone No. . . K.Bhubaneswar 27. Sector . Bhubaneswar 29.7/A.0674-2580439/6540164 Plot No.. M.D Mancheswar Industrial Estate.A.9437215047 Phone No. Zone .B Mancheswar Industrial Estate. .63/A. Bhubaneswar Mancheswar Industrial Estate.A. .46. No.0674-2558656. . Zone .40/B. . Sector . .35/36. . Sree Jagannath Chemicals Phone No. K. Vishweshraya ITC (ITI) Mob. Bhubaneswar 30. .com Plot No. Bhubaneswar 31. United Polymers & Electrical Pvt.9937133810 Phone No.0674-2588282 E-mail . Zone . Zone .0674-2302399 Plot No. Plastics Tarini Polymers Mob.D Mancheswar Industrial Estate.

9853110829 Phone No. Swarna Nursing Home Dr. Nobel ITC Mr. ~ 60 ~ . E-mail : usthiohspital@gmail. Nayapalli. C. Das Mob. .D Mancheswar Industrial Estate. Zone-B. C. No. N4-1/1. Bhubaneswar 33. Village. F/ Plot No. Bhubaneswar 38.A. Patia.9437056711 Phone No. Modern Medicare Hospital Dr. Zone . IRC Village. Prdeep Ku.0674-2360523 E-mail . Tools Mr. K.0674-2580227 Plot No. Nayapalli. Bhubaneswar 34. Bhubaneswar 35. . Pratap Balwantray (Director) Phone No. Biju Patnaik Institute of Information Technology & Management (BIITM) Mr. R. Bhubaneswar 37.-0674-2587329 Sector . R. No.0674-2556223/2556267 Website : www. Sector-A. Nayapalli. Barik Mob. A.I. Village. – 3/22. Bibhuti Bhusana Sahoo Phone No. Chittaranjan Dash Near Biju Patnaik Science College. Bhubaneswar 36. . – 0674-2743519/2743017 E-mail : biitmbbsr@yahoo.. Village. Usthi Hospital Dr. N. Mishra Phone No. Plot No. R. Nayapalli. R. C..

IMAGE Mr. No. Bhubaneswar 43. – 1 (A).9437072215 Phone No. Himalayan Institute of Management & technology Mr. Bhubaneswar 40. College of Engineering Bhubaneswar Mr. Sarangi Mob. Chandaka Industrial Estate. Ashok Ku. Central Institute for Fresh water Aquaculture Mr. Nagen Barik Mob. . Zone .-0674-2587632/2587507 Sector . Madhumita Dash. – 62D/63. Triveni Academy Mrs.0674-2725676 Plot No. Phone No. Manoranjan Sahoo Mob. Bhubaneswar 45. ~ 61 ~ . . Utkal Feeds Pvt. . – 943838516 Balakati. – 9938208008/9861329900 Plot No. No. Sector-B Patia. Chandaka Industrial Estate. Ltd.A. Niladri Bihar Ray Phone No. Ltd. Bhubaneswar 44. Mob.-0674-2588753/2583053 Mancheswar Industrial Estate. Mr. Puri Road 41. No. No. Ganga Nagar. Bhubaneswar 42.Mancheswar Industrial Estate. – B/20. Bhubaneswar 39. Ramakanta Panigrahi Plot No.D Mancheswar Industrial Estate. Ruchi Agro Cooling Pvt.0674-2740133 Plot No. .9437035649 Phone No. – B/49.

Bhubaneswar Annexure – 3 Bibliography ~ 62 ~ .

E. 2nd edition Marketing Management [4] Referred Websites: • • • • • www. www. Basic Marketing: A Managerial Approach. Homewood V. [2] [3] ~ 63 ~ . Ramaswamy.Bibliography [1] Delhi Philip Kotler “Marketing Management” 11th edition. Pearson edition. S. Namakumari. www.