3232. Analysis of Brand Awareness and Market Penetration of Cms Info System in It Industry [It]

8/3/2019 3232. Analysis of Brand Awareness and Market Penetration of Cms Info System in It Industry [It]

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SUMMER TRAINING PROJECT REPORT

ON

“ANALYSIS OF BRAND AWARENESS

AND MARKET PENETRATION OF CMSINFOSYSTEM IN

IT INDUSTRY”

Submitted in partial fulfillment of the requirements

For the degree of

Master of Business Administration

Submitted to

Department Of Management Studies

Submitted By

Vikram kumar sharma

1009170059

JSS ACADEMY OF TECHNICAL EDUCATION



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NOIDA – 201307

Mahamaya Technical University, Noida

(2010-2012)

ACKNOWLEDGEMENT

First of all I would like to express my gratitude to myfaculty Aanchal Singhal. Who guided me with herknowledge and skill and helped me in successfulcompletion of the work. I would like to thank to Mr.Rakesh Gupta and Mr.AkashAggarwal for his noble inspiration, keen interest,constant supervision and ever willing help throughoutthe course of this study.

I thank my Institute who has given me an opportunityto show my skills. I also thank all my nearer and dearerones without whose support this project would notbeen possible.

I gratefully acknowledge the invaluable support and

guidance that was provided to me by variousindividuals that led to the successful completion of thisproject. Their vision of the problem gave me enoughdirection to bring out a meaningful result.

I am grateful to their great support and help allthroughout the project. I am thankful to them fortaking out time and pointing out the multitudinousaspects of customer service and helping me increase

my learning out of the project.

I extend my sincere gratitude towards my parents, whohave always encouraged me and gave suggestions.

They always stand by me. Their support has alwaysmotivated me.

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Vikram

DECLARATION

I, Vikram kumar Sharma a student of MBA at the JSSAcademy of technical education, Noida here by declarethat I have undergone the Summer Training at CMSComputer Institute, Noida, under the supervision of Mr.RAKESH GUPTA ,Centre Manager, CMS ComputerInstitute Noida from 3rd May to 4th July 2011.

I also declare that the present project is based on theabove summer training and is my original work. Thecontent of this project report has not been submittedto any other university or institute either in part or fullfor the award of any degree, diploma or fellowship.

Further, I assign the right to the Institute, subject tothe permission from the organization concerned, usethe information and contents of this project to develop

cases, ceaseless, case leads, and papers forpublication and/or for use in teaching.

Vikram kumar sharma()MBA

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Table of contentAcknowledgement……………………………………………………Declaration………………………………………………………………Objective and Scope of Study……………………………………………Career Opportunities in IT………………………………………………

CompanyProfile……………………………………………………….Introduction of CMS COMPUTERINSTITUTES………………………Highlights of CMS……………………………………………………BusinessStrategy…………………………………………………………………Project Cycle………………………………………………………

Generic Strategymatrix……………………………………………

Training Program Offered By CMSInstitute……………………CMS Certified Network Engineer (One Year)……………………

JAVA………………………………………………………………Dot Net……………………………………………………………Facilities of CMS Institute………………………………………

CMS competitors………………………………………………NIIT………………………………………………………………HCL………………………………………………………………

Jetking……………………………………………………………DUCAT……………………………………………………………Promotional Activities of CMSInstitute………………………………….

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Data Collection, Seminar, Television, Radio, Websites,News Papers Browsers, Industrial Alliance.Steps in Marketing Process…………………………………Research Design………………………………………………

Data Collection Procedure…………………………………….Data Collection Method………………………………………

Targeted Areas……………………………………………………Sample of Data……………………………………………………Statistics and Graphs of DataAnalysis…………………………………Data Analysis……………………………………………………Case ProcessingSummary………………………………………Constraints Faced………………………………………………Overall ExperienceResults andConclusions………………………………………………Powerful BrandImage……………………………………………Experience team…………………………………………………Focus on Key Business Areas…………………………………Global Strategy……………………………………………………SWOT Analysis……………………………………………………

Recommendations…………………………………………………Bibliography………………………………………………

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List of figures

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List of tables

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OBJECTIVE AND SCOPE OF THE STUDY

1. To find out the ways to counter competitors and increase the

market share.2. To find the brand equity of the company amongst existing

universe.

3. To do the competitive analysis.

4. To find out the current market share.

5. To understand ground reality of a industry.

6. To understand marketing strategy in Competitive Market.

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Company Profile

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CMS Info Systems is a leading IT & outsourced businessservices provider with extensive reach across India. Weoffer a wide bouquet of services across the value chain,focusing on Retail Banks, Insurance, Telecom, Retail,

PSU and Government segments. We serve over 700large customers in India. With several customers whoare market leaders in their own space, the relationshiphas spanned across decades and multiple businesslines. These customers are supported by 21,000+ teammembers, spread across over 100 offices across India .

Our offerings span application services, systemsintegration, IT infrastructure management, IT trainingbusinesses with market leadership in outsourced cashlogistics, transaction printing, card personalization andself service solutions businesses

CMS is currently in the process of leveraging itsenormous scale and wide reach to expand its offeringsof high value and innovative end-to-end solutions inthe IT and outsourced business segments. Our vision isto become the number one end-to-end solutions

provider and demonstrate excellence in providing thebest-in-class infrastructure management services toour clients in diverse horizontal and vertical segment.

The CMS Group is today considered to be an outfit thathas the knowledge and skills in almost every part of the world of information technology. Present in everysphere of the IT world, CMS’s human resources havehelped it advance so far ahead in this field—in India as

well as abroad—that today it has grown in size andstature to become India’s IT company, with marketleadership in different areas of operations. An immenseknowledge base and technology leadership are thekeys to CMS’s ability to provide total IT solutions.

This meant, CMS was able to expand channels at amuch faster rate and increased penetration.

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Due to inherent knowledge about India, CMS was ableto penetrate deep into the government sector and tapmost of the IT spending coming from various

government departments. CMS was flexible enough inpricing, its sales model and terms and conditions,which added to the comfort of its clients. Sales teamsat CMS have always been highly objective-driven andfocused on numbers. Every month/quarter theymeasure the performance of our managers by thenumber of times they have met the customers face-to-face.

Whether it’s software, hardware, training, networking,telecom, peripherals or system integration, CMS hasan answer for all your IT needs—thanks to its pool of competencies. The company also has skills in the areasof hardware, and services extend from productdesigning to prototyping, manufacturing and support.Specialization in designing custom-made solutions forcompanies includes application development forclient/server environments, legacy systemmaintenance and re-engineering, migration, systems

redevelopment, onsite and offshore software services,and facilities management.

Computer-based education using advanced learningmethodology has training on offer for novices as wellas professionals, in IT and non-IT areas. A dedicatedindependent vendor channel for the entire Indian massmarket helps bring technology usage closer to theindividual. The group specializes in consumer-oriented,

globally applicable solutions for end-users inmanufacturing.

Banking and financial services and the telecomsegment; besides being a total solution Provider fortechnology-based communication services throughsatellite communication, radio communication, local

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area networks as well as broad band communication.CMS has played a major role in creating IT awarenessin the country and in creating a very competitiveenvironment for growth of the IT industry. The high

contribution of CMS in developing the Indian IT marketis in terms of introducing newer technologies andcreating a market for them through education andcreation of awareness.

All of CMS’s expertise is centered on anticipating andfulfilling the needs of the individual in all spheres of hislife. The group achieves this by providing a completearray of IT solutions that make life simpler and better.

The company has been leveraging its corecompetencies to develop new technologies andsolutions that pre-empt changing consumer needs. Andfinally, forming the core strength of CMS is the talentand innovativeness of its people, which enables it toprovide the right solutions at the right time.CMS has always been proactive in understanding themarket well. Thus, it always anticipates the marketdemand well in advance and offers products/servicesaccordingly

OVERVIEW OF THE CMS INDUSTRY

Managed IT Services

Organizations are actively considering a shift to

managed IT services. CMS offers a comprehensiveportfolio of services to meet specific requirements andmanage service-level agreements (SLAs).

Our managed services portfolio includes:

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CMS's Managed IT Services reduce portfolio reducesthe complexity of managing a multivendor end-userenvironment.Key elements of CMS’s Managed IT Services portfolioinclude:

• Remote Infrastructure Management Services• Datacenter Management Services• Desktop Management Services• Managed Security Services• Helpdesk/Contact Center Services• Managed Application Services• Multivendor hardware maintenance/ AMC services

for all types of IT hardware.

CMS delivers reliable, secure and a better customerexperience for customers on a pan India basis through

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a network of 6000+ trained engineers and presenceacross 200+ locations.

PRINT SERVICE

With a history of more than 11 years in the VariableData Printing services, offering an End-to-end Printingand fulfillment services to segments like BFSI,Insurance, Telecom, Utility, Government and theService Industry, CMS today can boast of having amajority print volume in the industry - close to 70million A4 size documents every month!

In the initial years of its operation, CMS set up State-of-the-Art Print Facilities in the three metro cities of NewDelhi, Mumbai and Chennai, equipped with high speedcontinuous form Océ Printing Systems and high speedBöwe Automatic Inserting Systems. These centers alsoserve as back-up / contingency set-ups for the on-siteinstallations in major Banks and Telecom Serviceproviders in these cities. As the industry moved

towards outsourcing in the early 21st century, CMSgrabbed the opportunity and currently has more than20 printing facilities across India to service the VariableData Printing needs of the customers. Today, CMS isthe only player with nationwide network of productionprinters.

Focused on its objective of delivering End-to-end, ZeroDefect, Reliable Printing and Automated enveloping

solutions for its customers and creating a competitiveadvantage by improving customer satisfaction withincreased efficiency in process management - CMSoffers the following:

• World-class Pre-Printing, Printing and Post-printingautomated solutions - delivered On-site as well asOff-site

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• State-of-the-Art Document Management Solutions• Automated enveloping and distribution solutions

• Efficient Vendor management services

• Highly secured environment with time & access

control systems• 24 x 7 Print Facilities with production printers

• Dedicated Operations, Software and Engineeringteams

Card Services

CMS Info Systems is India's leading solution providers

of card personalization and fulfillment services to avariety of industries including financial services, healthcare, telecommunications and retail.

What makes CMS different?

Fast serviceSatisfy your customers by delivering cards quickly andaccurately.

Start-to-finish solutionsSave time-we will manage your project from card

supply and personalization, to mailer fulfillment & MIS.Secure card storage. We warehouse inventory in Visaand MasterCard certified secure vaults.

Mailing CMS brings a wealth of knowledge to the mailingprocess including automatic and in-line card insertion..CMS Card Products:

• ATM, debit and credit cards• Healthcare ID cards

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• Phone cards

• White label cards

• Photo cards

• Gift cards

• Payroll cards• Ultra Form carriers

CMS Capabilities:

• Supply of white and pre-printed plastic cards CR -80 sizes as per customized layout

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Personalization of Plastic Cards• Magistrate & Smartcard including EMV• Embossing/ Indenting and Topping• Color Photo and Ultra Graphics thermal printing• Electronic matching and merging• Picture card printing (Edge to Edge)• Supply of mailer stationary, envelope, booklet,

card pouch and pin mailer printing

The value you seek in a strategic partneris the value you find in CMS

• CMS helps you build strong customer relationshipsthrough the personalized communications your

• Visa® and MasterCard® Cards

• Statements

• Retail/Membership Cards

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Healthcare Identification Cards• Marketing Letters

Rajiv Kaul

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Executive Vice Chairman and CEO

CMS INFOSYSTEMS Pvt LTd.

Rajiv Kaul, 39 is the Executive Vice Chairman and CEO

of CMS Info Systems Pvt LTd.. a leading IT Services andOutsourced Business Services company in India. Asuccessful professional career in the global technologyand private equity sphere, in 2008 Rajiv decided to acton his personal entrepreneurial instinct, and partneredwith The Blackstone Group, to identify and spearheadthe change in control of CMS Info Systems Pvt. Ltd. Inhis current role, Rajiv is driving the company'saggressive growth and transformation strategy, to

attain a leadership position in its category.

Prior to this Rajiv was a Partner with Actis Capital LLP(2006-2007). Based out of London, Rajiv wasresponsible for providing leadership for the technologysector, helping with deal origination in India andincreasing the cooperation between the offices in India,China and South East Asia.

Rajiv joined Actis from Microsoft Corporation, followinga 10 year stint in a variety of senior management rolesincluding Managing Director and Country Manager forIndia (2001-2005), and Senior Director (2005-2006) atits HQ in Seattle leading a strategic initiative to expandMicrosoft's presence in emerging markets includingBRIC. Rajiv joined Microsoft India in 1996 and over thenext decade served in various sales, marketing,business development and services roles. In 2001 herose to become one of the youngest Country Managers

and Managing Directors at Microsoft and in corporateIndia.

During his leadership, he built a strong team with one

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of the lowest attrition Rates in the industry, which ledMicrosoft India to nearly triple revenues in four yearsdespite the dot com bust and IT downturn following9/11. In addition to delivering aggressive top line

growth, Rajiv was a bottom line focused leaderdelivering contribution margins well over 80%. Rajiv'sstrategic vision led to Bill Gates announcing anunprecedented $400M investment into India in 2002,as well as a focus on global partnerships with leadingIndian IT services companies like Infosys, TCS, Wipro,and Satyam. While charting this aggressive businessgrowth, Rajiv also remained committed to buildingMicrosoft India as a socially responsible corporatecitizen. He aligned the company's business prioritieswith its responsibility in enabling broader access totechnology through efforts like Project Shisha ($20million project towards strengthening education inIndia, which later evolved into a global $250 millionPartners in Learning program) and Project Bhasha(through which Microsoft localized its products in 14Indian languages, thereby making technology moreaccessible to a larger section of Indian society).

As Senior Director for Emerging Markets, Rajiv'sorganization was responsible for creating new businessmodels and building new technologies which laid thefoundation for a business which expects to contributeover $1 billion in incremental revenues over five years.

During his time at Microsoft, Rajiv won several globalrecognitions and awards, including Best Subsidiaryaward for 2001 and 2005; Best Manager (Asia Pacific

and Japan) and Best practice awards in 1997, 2000,2002 & 2003.

World wide Offices

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By being locally incorporated in each country, CMS isable to serve customers as a local business, with all

attendant benefits. It is also a tax-paying citizen,conforming to all local laws–and with a significantglobal workforce. We believe that every part of theworld has different ways of doing business and,therefore, unless we make the investment of becominga local player, the move from being a mere vendor to avalue-creating partner would be a difficult transition.

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INTRODUCTION

CMS Institute is a division of CMS Info Systems Pvt.

Ltd., a US$ 150 million IT company with real timeexperience of serving more than a 1,000 large andmedium global enterprises in the IT infrastructuremanagement space, since 1976. CMS employs morethan 10,000 IT Infrastructure Management personnel inIndia.

CMS Institute’s most popular career programs are CMSCertified Network Specialist (CCNS) & CMS CertifiedSystems Specialist (CCSS). CMS also offers globallyaccepted certifications from Microsoft, Red Hat, andCisco etc. We offer industry internships in the form of On-Job-Training with stipend.

CMS Institute curriculum is designed in cohesion with

world leaders & our Education Partners like Microsoft &Red Hat. CMS students get a price and convenienceadvantage while attempting global certification exams,as we are one of largest testing partners of Prometric &Red Hat in India. At CMS, students learn the skills indemand in the IT Infrastructure Management spacefirst in the labs and then master them through theunique On Job Training model. CMS students getpractical knowledge of real time networking, exposure

to global technology and internationally recognizedcertifications.

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Student:

CMS Institute’s core competency lies in identifying yourtalent, understanding your aptitude, studying yourneeds and then nurturing you to reach the summit of technical excellence. CMS training opens excitingcareers in technical support, facility management,projects, marketing, management & back-officeoperations relevant to hardware, systems integration &

networking. CMS trained students have rocketed from junior executives to team leaders, project heads andmanagement professionals.

Profile:

CMS Institute, the training arm of CMS Info Systems, isamongst India's leading hardware, networking, security

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& storage training institutes.

CMS Institute, the training arm of CMS Info Systems, is

amongst India's leading hardware, networking, security& storage training institutes. It has presence in ninestates with over 60 centers and is planning to expandits network to over 100 centers in the next one year.

Contemporary Courses:CMS Institute offers two unique programs: CCNS (CMSCertified Network Specialist) designed especially forHSC/non-technical graduates & CCSS (CMS CertifiedSystems Specialist) for graduates. These courses havebeen developed in conjunction with CMS Info Systemsand are tailor-made for the industry to hire successfullypassing out students. CMS Institute also offers globalcertifications from Red Hat (Linux Administration),Microsoft (Windows 2003, Windows Server 2008 &

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Windows 7 technology) and IBM (Tivoli StorageManager).

Focus on Placements:

CMS Institute has placed over 2 lac students with 350+companies in exciting careers in technical support,facility management, projects, marketing,management & back-office operations relating tohardware, systems integration & networking. CMStraining centers follow a focused curriculum to makestudents 'industry ready' both in terms of technical andsoft skills. CMS trained students have rocketed from

junior executives to team leaders, project heads and

management professionals.

Partners of CMS Infosystems Pvt Ltd.

Strategic Alliances: CMS Institute is the authorized delivery partner forMicrosoft, Red Hat, and IBM & Prometric. It is thelargest training partner for Red Hat in India. CMS isamongst the select IBM CEIS partners deliveringStorage Management training. CMS is also amongst thelargest Prometric testing partners in India. Thesealliances enable CMS Institute to provide qualitycourseware in addition to authorized curriculum.

Franchisee Support:Franchisees form an integral part of CMS Institute's

current centre network and it plans to expand thisnetwork by more than 100 centers in the next 2 years.

Start up Support: CMS Institute provides initial start up support to its

franchisees by providing them with promotionalmaterial & lecture conduct material including CDs,lecture plan, lecture guide, eBook etc. free of cost.

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Training Support: CMS Institute conducts regulartraining workshops for its partners, front officepersonnel & trainers to upgrade their productknowledge, competitor's SWOT analysis, technology

upgrades and process changes, at almost no cost tothe partner.

Marketing Support:CMS Institute provides strong ATL marketing support

on a cost sharing basis to its franchisees across theboard. CMS also provides artworks and layouts for localpromotions at no extra cost to the partnerPlacement Support: CMS provides a regional-territorial

placement support for students from all trainingcenters, thus allowing the franchisees to focus on salesand training delivery. CMS regional team conducts softskill and industry readiness workshops for studentsthus improving the placement chances of the studentsacross the country.

Vision Statement

"To create industry ready professionals”

• Proactive – To customer Expectations

• Speedy – Prompt attention, Response andDelivery to Customers

• Creative – Innovative Solutions

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Flexible – Service Delivery• Transparent – In all transactions to customer

• Reliable – Accurate Information and Services

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Mission Statement

“We are dedicated to innovation and Quality, in

providing cost-effective solutions to our customers inthe area of Information Technology."“We are a Customer - Oriented Company.”

Key business Associates

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Review

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Welcome to Careers at CMS Info systemsLtd

With a strong customer base and a geographic reachacross 500 locations; our company provides the idealplatform to capitalize on its leadership position todeliver its true potential in order to enhance value forstakeholders, customers & partners. This in turncreates a compelling opportunity for motivatedindividuals who want to join the company and be partof this exciting journey.

The existing talent pool comes from a wide range of cultural, educational and geographic backgrounds andis able to work in a dynamic and professionalenvironment that values each person's perspective.

The different points of view they bring lead to superiorbusiness solutions for us and our customers.

The company is rebuilding its internal systems,processes, and organization in order to create the

backbone for its future growth.

We are considered the workplace of choicebecause:

• People are paramount to the success of ourcompany.

• Everyone is empowered to impact the business.• We provide the opportunity for people to learn

new skills, manage their career direction andgrow.

• We enable and reward success.

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Our culture is superior because:

• We like the people we work with.• We are proud of our contributions.• We thrive on change and innovation.• We're not afraid to try new ideas

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Highlight of CMS

Ramesh Grover was the foundation stone of CMS

Group, CMS Info Systems, CMS Computers and groupwhich is trusted as well as very dignified It Company,Computer Giant of India.

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Ramesh Grover made CMS Info Systems a leading IT &outsourced business services provider with extensivereach across India. The dream come true company bylate Mr Ramesh Grover CMS offer a wide bouquet of services across the value chain, focusing on Retail

Banks, Insurance, Telecom, Retail, PSU andGovernment segments and serve over 700 largecustomers in India. In IT People India Late Mr Groversaid "People turned to me in the last resort to fixcomputers".

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Mr. Grover started his career with IBM after graduatingas a Mechanical Engineer from BITS, Pilani. After 10years with IBM, he started his own IT Services firmalong with two other IBM Executives, to support the

machines that IBM left behind after their exit fromIndia.

In 1976, he founded this small set-up, 'ComputerMaintenance Services', commonly known as "CMS".Ever since, CMS Computers Ltd. has rapidly grown froma maintenance and outsourcing firm to a diversifiedconglomerate serving the IT and ITES needs of thelargest Indian and global enterprises in India, bestknown for its road traffic signals automation &transport management systems, electronic andsecurity systems, card printing and cardpersonalization. CMS is also actively engaged insoftware development & export worldwide through itsfully owned subsidiary SYSTIME, with threedevelopment centers in Mumbai, Pune & Chennaistaffed by over 1100 professionals.

For the last 61 years, Kaycee Industries, an integralpart of CMS Computers Ltd., has been one of India'sleading providers of electrical and electroniccomponents, such as Rotary Switches, Rotary CamSwitches, Micro and Toggle Switches, Weather TightSwitches, Breaker Control Switches, Water Meters,Counters and Fuse Fittings.

In 2008, Mr. Grover partnered with the Blackstone

Group, one of the world's largest Private Equity firmsand financial advisory services provider, to create CMSInfosystems, a leading IT & outsourced businessservices provider focusing on Retail Banks, Insurance,

Telecom, Retail, PSU and Government segments.

Mr. Grover is survived by his wife, Mrs. Raju Ramesh

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Grover, son Vishal Grover, and daughter Aarti Grover.In e-Governance, CMS is among the few partners forlarge ICT-based service delivery projects, which areoperationalized in more than seven states including

Andhra Pradesh, Karnataka, Punjab, Rajasthan, UttarPradesh, Maharashtra and West Bengal. These runmore than 4000 Citizen Service Centers across thecountry offering various Services to the Indian citizen.

1976 Founded Computer Maintenance Services primarilyinvolved in third party maintenance

1981 Birth of CMS Computers Ltd.

1982 We started the manufacture of Micros.

1984 We bought System Computer Systems (I) Ltd. intoour fold from a UK based Software and Systemintegration company

1985 Setting up of R & D Division

1988 We diversified into Traffic Engineering

1991 We started CMS Institute which focuses onHardware and System Engineering training andcorporate training nationally

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1992 Diversified in to System Integration.

1995 Achieved a turnover of Rs. 185 Crore.

1996 Company Wide JDE ERP Implemented.

1998 Launched Peripheral Solution Division.

1999 ISO 9002 & DOE Accreditation of R &D Formation of

CMS Securitas Ltd.2000 CMS Celebrates 25 successful years of service to IT

Fraternity in India. ISO 9002:1994 for Fieldengineering Division.

2003 Acquired Kaycee Industries (ISO certified companyin the field of electro mechanical components) &Datamatics Information Technology ltd

2004 Rated by Dataquest (Customer Satisfaction Audit –

Jan 31, 2004) as the fastest growing companyahead of many leading names and is todayamongst the top 10 solutions provider in India

2005 CMS took first successful step on its journey toGlobalize in IT Operations by using ITIL bestpractices to provide enhanced IT Services to ourcustomers.

2008 Blackstone Group LP announced its majority stakein the IT infrastructure management and

outsourced business services. The newly formedcompany CMS Info Systems consists of card,transaction printing and ATM cash managementservices. Rajiv Kaul serves as executive vicechairman and CEO of the new company.

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BUSINESS STRATEGY

The identification of a strategy based on competitive

advantage has attracted growing attention on strategyand strategic management Is or Ans off businessstrategy specify:-

1) Firms product-market position.2) Directions in which the firms seeks to grow andchange3) Competitive tools it employment.4) Means by which it enter new market.5) Manner in which it configure it resources.

6) Strengths it will seek to overcome.7) Weaknesses it will seek to overcome.

Strategy is the concept of a firm’s business whichprovides a unifying theme for its activities, and enablesits manager to define an approach to their choosemarket.

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DEFINING THE INDUSTRY

Defining an industry depend upon intensity of competition at that time.

Firstly, it might build up its land acquisition and salesdepartment so as to compete in private speculative.Secondly, it might recruit more marketing managers towork efficiently.

DECIDING THE ADVANTAGEOUS FACTOR ININDUSTRY

Once we understand the mechanism of the market wewish to compete, next step is to decide how to makethe best use of our potential advantages. The

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enterprise must decide how to “position” itself so as toachieve sustainable competitive advantage

GENERIC STRATEGIES MATRIX

This matrix permits to choose a marketing stance

within one of the four boxes which are made availablewithin the two dimensions of the competitiveadvantage and competitive scope.

COMPETITIVE ADVANTAGE

A lower cost strategy is based on the pursuit of costleadership n a given industry through exploitation of lower input costs, greater efficiency and that comes

from undertaking a succession of projects in a varietyof operating environments.

The traditional emphasis on price competition throughdifferentiation does not necessarily mean that clientsare obtaining the best possible deals as a resultcomprehensive marketing strategy has been increased

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as a result of growing demand for informationaltechnology

Competitive scope

According to Porter extends the positioning concept into the second dimension by adding further variablewhich he describes as competitive scope. An exampleof the choice of competitive scope in informationtechnology is the decision whether to take fullresponsibility for projects as marketer in either case

there will be further choice between pursuingcompetitive advantage through lower cost ordifferentiation

PRODUCT LINE OF CMS COMPUTERINSTITUTE

COURSE DETAILDURATION-1 Year

Module -1

Computer Hardware & Networking1. Introduction to Basic Electronics

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2. Number Systems3. Computer Architecture4. PC Assembling & Disassembling5. PC Maintenance and Troubleshooting

6. Peripheral Devices and Troubleshooting7. PC Communication8. PC Operating System9. Basic of Networking

Module-2

Advance Networking1. Basic of Networking

2. Networking Architecture and Technology3. Networking Operating Systems4. Network Support and Implementation5. Wireless Technology

Module-3

Server1. Server Technology2. Server Operating System

3. Server Administration4. Server Troubleshooting5. Disaster Recovery

Module-4Security

1. Introduction to Security2. Security Technique3. Security Infrastructure4. Protocols/ Topologies

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Module-5

CCNA1. 640-821—Introduction to CISCO Networking

Technologies

2. 640-811—Interconnecting CISCO NetworkingDevices

Module -6

MCSE1. Networking Systems – core Exams2. 070-290—Managing and Maintaining a Microsoft

Windows Server 2003 Environment

3. 070-291—Implementing, Managing andMaintenance a Microsoft Server 2003 NetworkInfrastructure

4. 070-293—Planning and maintaining a MicrosoftWindows server 2003 Network infrastructure

5. 070-294—Planning Implementing andImplementing and Implementing a MicrosoftWindows Server 2003 Active DirectoryInfrastructure

6. Client Operating System7. 070-270—Installing, Configuring and

Administrating Microsoft Windows XP-Professional8. Design9. 070-298--Designing the Microsoft Windows Server

2003 Active Directory .and Network Infrastructure.10. Elective Exam11.070-298—Designing Security for a Microsoft

Windows Server 2003 Network

Module- 7

RHCE1. RH-303-Red Hat Linux Essential s2. RH-133-Red Hat Linux System Administration3. RH-253 –Red Hat Linux Network and Securit

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ADVANCED TRAINING & CAREERDEVELOPMENT PROGRAM

CMS Certified Software Professional- JAVA

Module 1 Core JAVA 50 hours (1.5Month)Certified Core JAVA1. Getting Started2. Object Oriented Program3. Identifiers, Keywords, and Types4. Expression and Flow Charts

5. Arrays6. Class Design7. Advance Class Features8. Expectation9. Text Based Application10. Building Java GUIs11. GUI Event Handling12. Threads13. Advanced Input Output System

Module 2 Advance JAVA 50 hours(1.5 Months)Certified Advanced JAVA J2EE1. Building Java 2 Platform Enterprise EditionApplication2. Distributed Object Communication3. Servlets

Java Beans

EJB-StatelessEJB State fullEJB – Entity

4. Listeners and Attributes5. Sessions6. JSP

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7. JDBC8. Struts9. Model View Controller

ADVANCE TRAINING & CAREERDEVELOPMENT PROGRAM

CMS Certified Dot Net (Microsoft) Software Professional

Module-1

Learn the basic of dot net Framework

1. Learn Object Oriented Programming Concept UsingVB.NET and VC#2. Designing and Implementing and AdministratingData Bases3. Implement Database Connectivity through ADO.NET4. GUI Application Developing Using Dot netFramework

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5. Developing Database Application Using ADO DotNet6. Windows Application Development using VC# DotNet

7. Design Application Components using assemblies

Module-2

Explain Client/ Server and HTTP concepts

1. Creates and Implement ASP Pages2. Access Database using ASP

3. Move from ASP to ASP Dot NET4. Use ADO .NET for data base handling using ASP.NET5. Create and Implement ASP .NET Control6. Developing Database Application Using ADO .NETand XML

CMS CERTIFIED NETWORK ENGINEER(CCNE)

FOR- 10 +2 / Undergraduate, Are you tried of theroutine IT Training?

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CMS, IT Company offers you first of its powerful &flexible training modules. Successful completion of each module assures you a rewarding career youalways dream of.

Module 1

1. Computer Hardware & networking2. Introduction to Basic electronics3. Number System s4. Computer Architecture5. PC Assembling and disassembling6. PC Maintenance & Troubleshooting

7. Architecture and technology8. Peripheral devices and troubleshooting9. PC communication10. PC Operating System11. Basic of Networking

Module 2- 80 hours

1. Advance Networking2. Basics of Networking

3. Networking operating systems4. Networking Support and Implementation5. Wireless Technology

MCSA

1. NETWORKING SYSTEM CORE EXAMS2. 070-290—Managing and Maintaining a Microsoft

Windows Server 2003 Environment3. 070-291—Implementing, managing and

maintaining a Microsoft Windows Server 2003Network Infrastructure

4. CLIENT OPERATING SYSTEM5. 070-270—Installing, Configuring, and

Administration Microsoft Windows XP Professional

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6. ELECTIVE EXAM7. 070-284—Implementing and managing Microsoft

Exchange Server 2003

CCNA 80 hours

1. 640-821—Introduction to CISCO Networking Technologies2. 640-811—Interconnecting CISCO NetworkingDevices

RHCE 70 hours

1. RH-303-Red Hat Linux Essential s2. RH-133-Red Hat Linux System Administration3. RH-253 –Red Hat Linux Network and Security

FACILITIES

FacilitiesWe offer the most moderncomputing facilitiesloaded with the latest

operating systems andsoftware packages. Theclassrooms are equippedwith complete audio-visual tools & accessories.We have highly qualified,professional experienced

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faculty giving personalattention to students. Thecourses are highlycustomized and industry

specific.

InfrastructuresWe offer a bustling,vibrant and convenientenvironment to thestudent community of theinstitute. Theinfrastructure we provide

is truly world class. Socome join the CMSComputer Institute and bea part of the mosthappening industry.

CMS COMPETETORS

1.HCL

2.NIIT

3.DUCAT

4.APTECH

5.DOEACC

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6.IIHT

7.JETKING

Promotional Activities of CMS

Data collection:- This is the first step of promotional activities and this isvery effective way of promotions per my experience noway is so much effective rather than direct interaction,because any one can ask any query or doubts.

Seminars or workshop at CMS Centre’s:- Through thetele-calling we invite the candidates for attending theseminar So that, we can able to expose our qualityeducation, Products, Services, facilities.

Television Advertising: -

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There are various local television channels throughwhich we can expose our products and services. Sothat everyone can aware about CMS products andservices. Through this medium we can expose to their

parents.

• Radio

• News Paper

• Inserts in News Paper

• Executives

• Websites

• Browsers

• College Visits

• Seminar in Colleges

•

Institutional Alliances

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STEPS OF MARKETING PROCESS

Planning of data collection

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Decide target areas

Collect data through questionnaire, seminar

Computerized collected data

Calling on data to invite for seminar, counseling, and

for promotion

Deliver seminar and counseling

Interested candidates take admission

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CMS provide them practical learning as perrequirement

At time of completion CMS take a domain test andaptitude test.

Selected students send for interview in various ITcompanies for placement

Rejected students are trained for qualifying this test

Now they are also sending for interviews andplacements

RESEARCH DESIGN

The research was design in such a way that all theprobable customers and the potential buyers can be

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covered during the research so as to get the accurateinformation and feedback from the respondents.

The research was divided in the following phrases:-

1) The respondents were segmented.2) The target customer was identified and approached.3) Questionnaires were filled by the respondents.4) Information analyzed and decoded.5) Conclusion Drawn

For the research I used the exploratory research.

Exploratory research is an initial research conducted toclarify and define the nature of the problem.Exploratory research provides insights into andcomprehension of an issue or situation. It should drawdefinitive conclusions only with extreme caution.Exploratory research is a type of Research conductedbecause a problem has not been clearly defined.Exploratory research helps determine the bestresearch design, data collection method and selectionof subjects. Given its fundamental nature, exploratory

research often concludes that a perceived problemdoes not actually exist.Exploratory research is a useful preliminary step thathelps ensure that a more rigorous, more conclusive.

Sampling Design

For collection of samples out of whole universe, I haveselected judgmental sampling and simple random

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http://en.wikipedia.org/wiki/Research

http://en.wikipedia.org/wiki/Research



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sampling. Now I would like to define what is judgmentor purposive sampling.

Judgment/purposive sampling

It is a no probability sampling technique in which anexperienced individual selects the sample based uponsome appropriate characteristic of the samplemembers; during the canopy setup I used this type of sampling.I have mentioned this type of sampling because, I haveto collect information from the person having samecharacteristics like:-A person should below 25 years.

Student of BTECH, BCA, MCA only

Simple random sampling

It is a type of sampling in which each element of population has

equal chance of getting selected. During company visit and data

collection I used this type of sampling.

Sources of data The data inputs mainly taken from one-to-oneinteraction, visit anotherInstitute like HCL, Calling and through secondarysources like internet etc.

Primary source of data

The primary data that I collected was the first handinformation which I received through:-

QuestionnaireCanopy data calling

Shine.com data calling

Data collection

Walking enquires

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This primary collection of data takes place by the helpof simple random sampling and through judgmentsampling.

Secondary collection of data

Secondary data involved in my research is theinformation that is collect through various sites oninternet, from marketing executives, through centrehead, reference books, insert, prospectus, leaflets andthrough my pals.

Data collection methods and tools

Data for my research collected through variousmethods & tools like:-Primary data

• Questionnaire through personal interaction

• Calling

• Personal approach

• Seminars.

Secondary data

• Through internet and CMS official websites

• Books and Literature

• Brochures, pamphlets, inserts etc.

• Through database proving agencies

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Data Collection Procedure

The data collection procedure used was semi-structured questionnaire method. A thorough researchwas also undertaken to gather information. Theanalysis of the data collected was done on a piece-by-piece basis with help from the guides.

Data Analysis Method and Interpretation

Data was processed under SPSS Software. About 113samples were collected and analyzed through it.Frequencies, Cross tabulation and inter comparisonwas done to interpret the data.

Targeted Area These are the following areas from where I collected data.

NOIDA

JSS Engg college, Sector62,Noida

Jaypee college of Informationand Technology,Sec 62,Noida

MIS college, Noida

Fortis Hospital, Sector 62,Noida

P. G. Govt. College , Sector 39,Noida

University, Sector 44, Noida

Amity University, Sector125,Noida

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Barham Puttra Market, Sector29, Noida

GREATER NOIDA

Noida Institute of Engineering &

Technology (NIET), Gr. Noida

Greater Noida Institute of Technology, (GNIT), Gr Noida

Galgotia College of Engineering& Technology (GCET), Gr. Noida.

UNITED College of Engineeringand Technology, Gr Noida.

I.E.C. College, Greater Noida.

I.T.S College Greater Noida

Khusboo Apartment , Sector

Pie, Greater Noida.

GCET Boys Hostel

GNIT Boys Hostel

EAST DELHI

Vasundhra Market ,MayorVihar,Phase-1,Delhi

Maharaja Agrasen College,Mayor Vihar, Phase-1,Delhi

Laxmi Nagar,Mangal Bazar ,EastDelhi

Shakurpur, Laxmi Nagar, EastDelhi

SOUTH DELHI

PGDAV College, SouthDelhiDelhi University, South Campus,South Delhi

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South Extension, Delhi

FIIB College

GAZIABAD

MMH College

Station Road, IPSQuarter,Gaziabad,

KIET,

Jaipuria college

Sample of Data

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ANALYSIS OF DATA

For the analysis of data I choose 100Sample from whom asked few questions.

For data analysis and interpretation graphs and piecharts are mentioned below:-

Name Mobile no. Qualification

1 Pankaj kumar 9718403996 B A 2nd year2 Anurag ratna 9911273223 B.Tech 3rd year

3 Vikram singh 9450287408 MCA 1ST year4 Nitu singh 9899143396 B.Tech 3rd year5 Gaurav Sharma 9873711603 B.Tech 3rd year6 Jaikrit singh rawat 9811586224 B.Tech 3rd year7 Abhinav dahnd 9312114025 B.Tech 1rd year8 Ira singh 9990958515 B.Tech 3rd year9 Urvashi jaiswal 9891366118 B.Tech 3rd year10 Krisna maurya 9718212237 B.Tech 3rd year

11 Dhawal 9999413380 B.Tech 2rd year12 Anoop banswar 9911303207 B.Tech 2rd year13 Prateek kumar jaiswal 9718017008 B.Tech 3rd year

14 Anikit gupta 9718017008 B.Tech 3rd year15 Alok kumar singh 9911640577 B.Tech 3rd year16 Rohit garg 9871496289 B.Tech 3rd year17 Amit puri 9350957302 B.Tech 2rd year18 Pankaj kumar singh 9971965750 B.Tech 2rd year19 Deepak gupta 9990768051 B.Tech 3rd year20 Naveen negi 9891259725 B.Tech 3rd year21 Ashish verma 9899372937 B.Tech 3rd year22 Ankit pradhan 9990423101 B.Tech 3rd year23 Kshitij Srivastav 9911549236 B Tech 2nd yr IT24 Gagan barawal 9810531832 MCA 2nd yr

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Q.1 Do you know, what is the hiring rate of I.T.sector in India?a) 2 people/min b) 5 people/min c) 10people/mind) Can’t say.

2 PEOPLE/MIN. 255 PEOPLE/MIN 2010 PEOPLE/MIN 10CAN’T SAY 45

Total 100

Sales

2 prsn/min

5 prsn/min

10 prsn/min

cant say

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Q.2 Do you know that HCL is having academicpartnership with MICROSOFT, REDHAT, IBM,BSNL, PROMETRIC?

a) Yes b) no

Yes 20No 80

Total 100

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Q.3 Have you ever heard about CMS COMPUTER

INSTITUTE?a) Yes b) no

Yes 40No 60

Total 100

Q.4 Do you know CMS COMUTER INSTITUTEprovides training with stipend & then placementin renowned I.T. sector companies?

a) Yes b) no

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Yes 30No 70

Total 100

Q.5 Do you know that CMS has highestplacement rate as compare to its competitor?

a) Yes b) no

Yes 38No 62

Total 100

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Q.6 would you like to join world class training inCMS COMPUTER INSTITUTE along with a stipend?

a) Yes b) no

Yes 85No 15

Total 100

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This questionnaire showing that there is very less

awareness is there about the CMS COMPUTRE ISTITUTEon which we are working.

Constraints Faced

During the period of the training I have gone throughwith many constraints such as:Municipal bodies are not allowing in setting up ourcanopy as per the required location.

To convince the students of under-graduation and 12th

pass out which was quite impossible to attract because12th student was waiting for result and undergraduatesare not willing to join two courses at a time.We hardly able to found single person in between 1 to5 p.m..

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People are not giving their correct information,because they have fear that after giving theirinformation the CMS calling person make frequent callson their phone number.

Sometimes respondents do not give a response or givepartial response. It is called non response error. Thereason may be lack of knowledge or unwillingness toanswer.

Overall Experience

I have been under the marketing executive of CMSCOMPUTER INSTITUTE, and performing the same taskswhich has to perform by all the fresher recruited

person has to perform in CMS COMPUTER INSTITUTE.I was under the marketing department of CMSCOMPUTER INSTITUTE, here my job was to createawareness and increase walk-ins for the centre by thehelp of various tools of marketing, major work which Ihave to perform was:-

• Collection of data through different website likeshine.com

• Calling to the data collected.

•

seminars

I have learned various aspects of organization andmarketing like:-

Likewise food, clothing, shelter is the basic need of aman, as same as regular growth and brand awareness

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is the basic need of an organization to achieve growthin market over a long period of time.

Customer’s perception and thinking are differentfrom each other, so we have to sell and convince them

according to the individual need.• Team work plays a crucial role in an organization.• Companies just want result otherwise you are

fired.• How to handle the pressure.

• Action without planning and strategy always goesagainst you.

• Promotional activities play a vital role inorganization.

• We can’t recognize our customer easily; they canbe in any face or appearance.

• In marketing we always have to be innovative andactive.

The overall learning and experience will surely help mein my future as I will be aware of certain things of organizational behavior, marketing management,customer relationship etc.By the help of this training I will not be new for anyorganization, as I can easily cope up with internal aswell as external environment of the company.

This training gives me the taste of corporate sectorthat how we can survive in this competitiveenvironment which is necessary to understand.

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Result and conclusion

Powerful Brand Image

CMS has a strong brand image in India and abroad. Ithas invested in building a brand recall in the minds of its customers through advertising a products. CMSbrand image coupled with its strong customerrelationship and cutting-edge solutions have helpedthe company in creating value for its clients. It hascollaborated with many companies whose products andsolutions are in line with its business segments, suchas Nokia in telecom, AMD in hi-tech solutions toprovide better customer services. Brand image wasleveraged by CMS.

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Experienced TeamOne key differentiator that helps CMS to stand apartfrom its peers has been its superior human resourcequality. The team carried with it a rich and diversifiedexperience. This ensured a thorough understanding of client requirements. The company also lays specialemphasis on developing the skills of its employees. Itprovides regular training to its employees fordeveloping their skills. The experience and sound

domain knowledge equips employees with an in-depthunderstanding of problems and helps in providingquality inputs that lead to better quality solutions forits customers.

Blended Solutions

HCL has been able to offer its different services underone umbrella. There is a synergy between the differentoperations of the company. It is among the fewcompanies that provide support services to its clientsthrough its office located in Ireland .The Companyleverages its support operations in Ireland and in India

to provide valuable support solutions to its clients. Itprovides support solutions for its European clientsthrough its Ireland centre due to local skill presence.

The centre transfers its low-end functions to its sisteroperations in India, thus freeing its resources toconcentrate on high-end functions.

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Focus on Key Business Areas The company has focused on five major verticalmarkets - Banking and Financial Services, Life qualitySciences, Retail, Telecom, and Hi-technology. Theseverticals form the core operational strength of thecompany. It has concentrated in these verticals ,whichhave in return facilitated the company to be a strongniche player in these verticals. The company providessolutions to its various clients in banking and financial

services, which include the insurance sector (AAInsurance Service), the retail sector (DSG InternationalPlc) and the telecom sector (British Telecom).

Global Strategy

The company has established subsidiaries across the

globe to sustain growth. It has set up subsidiaries inthe USA, Japan, the UK and Australia etc. which aidedin penetrating the global market. The companybelieves in the philosophy of ‘think global and actlocal’. Its global delivery system is based on thestrength of its local employees, who understand thegeography of its subsidiary and provide services incollaboration with its technological competence.

SWOT ANALYSIS of CMS

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Recommendation

The art and craft of career development should beclearly understood. The art (strategy) should be clearlydrawn on the canvas and the craft (implementation)precisely delivered. Developing a PROPAGATE (Product,Risk, Opportunities, People, Appetite, Geography(Place), Attributes, Training & Education). Following areimportant ingredients of the matrix:

• Product

• Risk

• Opportunities

• People

• Appetite

•

Geography• Attributes• Training:• Education:

Developing and implementing a robust PROPAGATEmatrix will definitely give a new direction to CMSEducation

KEY STRENGTHS

• Strong market understanding

• Pro-active understanding of the market demands

• Flexibility in fulfilling customer needs

• First-mover advantage due to its pro-activity

• Reach in terms of geography

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BIBLIOGRAPHY

3232. Analysis of Brand Awareness and Market Penetration of Cms Info System in It Industry [It]

Documents

Transcript of 3232. Analysis of Brand Awareness and Market Penetration of Cms Info System in It Industry [It]