Lenovo Laptop

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BAREILLY COLLEGEBAREILLY

“MARKET SURVEY REPORT

ONTHE CUSTOMER SATISFACTION

TOWARDS LENOVO LAPTOP”

SESSION: 2010-2011

SUBMITTED TO: SUBMITTED

BY:

Mrs. Shelja Saxena Misbah Ahme


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CERTIFICATE


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This is to certified that SHUBHAM SAXENA is a regular student of

M.B.A IV SEM and he has completed the market survey report on the

topic “CUSTOMER SATISFACTION TOAR!S "ENO#O #AIO

"A$TO$” nder my supervision.

It is certified that the !hole market survey report is "ased on his

individual efforts and the analysis is found up to mark.

I therefore recommend that the market survey report preparer "y the

candidate "e sent for evaluation.

CMA SHARAD GAUTAM SIR

(HOD OF M.B.A. DEPARTMENT)


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$REFACE


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$REFACE

Excellence is the attitude that the whole of the human race is born with. It is the

environment that maes sure that whether the result of this attitude is visible or

otherwise. !he "lanned# "ro"erl$ executed and evaluated "ro%ect re"ort hel" a lot in

includin& the &ood wor culture.

'urin& this "eriod# the students &et their real fast ex"erience on worin& in the actual

environment. (ost of the theoretical nowled&e that the$ have &ained durin& the

course of their studies is "ut to test here. A"art from this the student &ets the

o""ortunit$ to learn latest technolo&$# which immensel$ hel" them in their carrier.

I had the o""ortunit$ to have the real "ractical ex"erience# which has increased m$

s"here of nowled&e to a &reat extent. )ow I m better e*ui""ed to handle the real

thin& than an$one else that has not under&one an$ such "ro%ect. 'urin& the "ro%ect

re"ort# I learned how an actual "ro%ect "ro&resses# what sort of "roblems actuall$

occur durin& the develo"ment of such bi& "ro%ects# how to "roduce *ualit$ "roduct

and so on. And bein& such a re"uted or&ani+ation I had but the best ex"oser.


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AC%NO"E!&EMENT


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AC%NO"E!&EMENT

I would lie to tae this o""ortunit$ to ex"ress m$ dee" &ratitude to all those

who# directl$ or indirectl$ made this "ro%ect "ossible.

I have &ot considerable hel" and su""ort in main& this "ro%ect re"ort a realit$

from man$ "eo"le.

I would lie to than CMA S'ARA! &AUTAM ('O! OF M.).A.

!E$ARTMENT* whose endeavor for "erfection# under fati&able +eal#

innovation and d$namism contributed in a bi& wa$ in com"letin& this "ro%ect.

!his wor is the reflection of his thou&ht# ideas# conce"t and above all his

modest effort.

S'U)'AM SA+ENA

M.).A. I# SEM


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CONTENT

CERTIFICATE

$REFACE

AC%NO"E!&EMENT

CONTENTS

INTRO!UCTION

CO(,A)Y ,RO-ILE

(ARE! RE/EARC0 ,ROCE//

OB1EC!I2E O- !0E /3R2EY

RESEARC' MET'O!O"O&,

0Y,O!0E/I/

COLLEC!IO) O- 'A!A

43E/!IO))AIER

!ATA ANA",SIS AN! INTER$RETATION

FIN!IN& AN! SU&&ESSION

)I)"IO &RA$',

A$$EN!I+


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O#ER#IE


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1. COM$AN, $ROFI"E

"en &r/ "imie is a multinational technolo&$ cor"oration that

develo"s# manufactures and marets desto"s and noteboo "ersonal

com"uters# worstations# servers# stora&e drives# I! mana&ement software# and

related services. Incor"orated as Le&end in 0on& on& in 5677# Lenovo8s

"rinci"al o"erations are currentl$ located in (orrisville# )orth Carolina in

the 3nited /tates# Bei%in China# and /in&a"ore# with research centers in those

locations# as well as /han&hai# /hen+hen# 9iamen# and Chen&du in China#

and Yamato in ana&awa ,refecture# 1a"an. Lenovo ac*uired the

former IB( ,C Com"an$ 'ivision# which mareted the !hin,ad line of

noteboo ,Cs# in :;;< for a""roximatel$ =5.>< billion.

Lenovo is the fourth lar&est seller of "ersonal com"uters in the world. !he

com"an$ is the lar&est seller of ,Cs in China# with a :7.?@ share of the China

maret# accordin& to research firm I'C in 1ul$# :;;6. It re"orted annual sales of

=5.6 billion for the fiscal $ear endin& :;;7:;;6 endin& (arch D5# :;;6.

Lenovo marets its "roducts directl$ to consumers# small to medium si+e

businesses# and lar&e enter"rises# as well as throu&h online sales# com"an$F

owned stores in China onl$# chain retailers# and ma%or technolo&$ distributors

and vendors. As of October D5# :;;7# @

b$ the directors. Because the Chinese Academ$ of /ciences# a Chinese


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&overnment a&enc$# owns ?@ of Lenovo and is the lar&est shareholder.

IB( became the owner of 57.6@ of Lenovo in :;;< as "art of Lenovo8s

ac*uisition of the IB( "ersonal com"utin& division. /ince then IB( has

steadil$ lowered its shareholdin& in Lenovo. In 1ul$ :;;7 the IB( shareholdin&

went below the


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T3e ,ublic com"an$ Red chi"

F/ne "en &r/ "imie

集团有限公

'ea4/arers Bei%in China (orrisville# )orth Carolina# 3nited /tates /in&a"ore.

Area sere Horldwide

%e3 ele Liu Chuan+hi# Chairman# Yan& Yuan*in CEOIn/sr3 Com"uter /$stems

Com"uter ,eri"herals

Com"uter /oftware

http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Red_chiphttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Red_chiphttp://en.wikipedia.org/wiki/Types_of_business_entity


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$r/5s 'esto"s# /ervers# )oteboos# ,eri"herals#

,rinters# !elevisions# /canners# /tora&e

Reen/e = 5.6;5 billion #$$%

Ne in5me = ::?.D million #$$%

Tal asses = ?.D;7 billion #$$%

Tal e4/i3 = 5.D5; billion #$$%

Eml3ees A""rox. :D#;;; #$$&

2. MAR%ET RESEARC' $ROCESS

:.5 ESTA)"IS'IN& T'E NEE! FOR MAR%ET RESEARC'

Hh$ is Lenovo less "o"ular amon& the $outhJ

:.: !EFININ& T'E $RO)"EM

As IB( is tain& out the contract with Lenovo# it mi&ht affect the Brand Ima&eof Lenovo.

http://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollar


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(ost of the maret shares have been covered b$ 0, and 'ELL due to their

service# *ualit$ and "romotions# which the Lenovo could not do. Can have the

enou&h o""ortunit$ to im"rove in its deficiencies

"ENO#O a a &lan5e

• !he bi&&est I! Cor"orate in China

• -acin& severe com"etition from 'ell# IB( K other maret "la$er

• Established in 567

• Initial )ame Le&end Grou" Limited

• )ame Chan&ed to Lenovo in :;;D

• ,roductsF

• 0andheld 'evice 'esto"# )oteboo

• Consumer I!

• Cor"orate I!

• Avera&e Growth Rate D


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'$ 5>.@

I)M .6@


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O " " o r t u n i t i e s! h r e a t s

•


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:.D ESTA)"IS'IN& RESEARC' O)


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*" &+ ,!"- %/ui#y i- #h% &-0u'%! &'u#%! '"!%# : Hhen Lenovo

ac*uired IB(8s ,C division# its main aim was to lea"fro& to become one of the

lar&est com"uter com"anies in the world. Lenovo became the third lar&est

com"uter com"an$ in the world# but not necessaril$ the bi&&est in the consumer

maret. IB(8s traditional stren&th was in the business se&ment. IB(8s !hin"ad

la"to"s were the &old standard in business com"uters. But Lenovo did not

restrict itself %ust to the business maret.

Over the last three $ears it has made a ver$ a&&ressive entr$ into the consumer

com"uter maret with two new !hin"ad models and the new line of Idea"ads.

But &iven the recessionar$ economic conditions in the 3/# this move has not

$ielded an$ credible results so far. -urthermore# for a com"an$ that is still

learnin& the rules of the &lobal brand &ame in the com"uter industr$# Lenovo

has bitten more than it can "ossibl$ chew. Entr$ into the ver$ hi&hl$

com"etitive 3/ consumer com"uter maret where 'ELL and 0, have a near

stran&le hold# levera&in& IB(8s brand name in the business maret# buildin&

e*uit$ for the Lenovo brand and &uardin& the home turf in China have all

to&ether "ut Lenovo under immense stress.

Th% Chi-" B!"- E++%# ' As one of the recent articles in a leadin& 3/ dail$

re"orted# for 3/ consumers Lenovo even after ac*uirin& IB(PQs ,C


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division is still a Chinese brand. Given the &eneral "erce"tion of China#

Chinese "roducts# controversies about China8s counterfeit marets and

"roducts# the *uestionable *ualit$ of N(ade in ChinaN "roducts and the overall

macro socio "olitical sentiment towards China have heavil$ im"acted the

"erce"tion of Lenovo amon& the 3/ and other Hestern consumers.

!his reflects the lac of Lenovo8s efforts in buildin& a stron& brand. Even

thou&h Lenovo had a &olden o""ortunit$ to ca"itali+e on IB(8s coFbrand name

for three $ears# it has turned out that Lenovo has not mana&ed to create a stron&

brand ima&e amon& the Hestern consumers. Hhile sales in China &rew b$ 57@

durin& the first *uarter of :;;7 com"ared to :;;>8s first *uarter# sales in the 3/

increased onl$ b$ a "altr$ D@. -urthermore# Acer8s ac*uisition of Gatewa$ has

cata"ulted Acer8s "osition within the 3/ maret and Acer is inchin& closer to

Lenovo.

Given these a""arentl$ insurmountable challen&es Lenovo faces both at home

and in the Hestern marets# it is not sur"risin& that Lenovo is tain& a beatin&

of its stoc. In s"ite of re"ortin& sales of 3/=D.> billion and revenues of

3/=5; million in the first *uarter of :;;7# Lenovo8s stoc is down b$ 5@ for

the $ear :;;7 as a&ainst a 5


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com"etitors chi""in& awa$ at its maret share in China# Lenovo will have to

a&&ressivel$ build its brand in the 3/ and Euro"ean marets in order to survive

lon& term. !he strate&$ has to be carried out b$ mana&ement.


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O)


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RESEARC' MET'O!O"O&,

RE/EARC0

Research in common "arlance refers to a search for nowled&e. One can also

define research as a scientific and s$stematic search for "ertinent information

on a s"ecific to"ic. Infact# research is an art of scientific investi&ation. Redman

and (or$ define research as a s$stemati+ed effort to &ain new nowled&eS.

RE/EARC0 (E!0O'/


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Research (ethods ma$ be understood as all those methods techni*ues that are

used for conduction of research. Research (ethods or techni*ues# thus# refer to

the methods the researchers use in "erformin& research o"erations.

RE/EARC0 (E!0O'OLOGY

Research (ethodolo&$ is a wa$ to s$stematicall$ solve the research "roblem. It

ma$ be understood as a science of how research is done scientificall$. It hel"s

in stud$in& the various ste"s &enerall$ ado"ted b$ the researcher in stud$in& his

research "roblem alon& with the lo&ic behind them. !hus# the sco"e of Research

(ethodolo&$ is wider than that of the research methods.

RE/EARC0 'E/IG)

A research desi&n is the arran&ement of conditions for collection and anal$sis of

data in a manner that aims to combine relevance to the research "ur"ose with

econom$ in "rocedure.

Research desi&n is the s"ecification of methods and the "rocedure fro ac*uirin&

the information needed. It is the o"erational "attern or framewor of the

"ro%ects that sti"ulate what information is to be collected from which sources b$

the "rocedures. !he im"ortance of research desi&n lies in the fact that it maes a


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statement of what is to be done in order to achieve the research ob%ectives and

how it is to be done. It is an ex"ression of what of the research exercise in terms

of results and the anal$tical in"ut needed to convert data into research findin&s.

A desi&n ma$ be *uite suitable in one case but could not fit in some other

research "roblem. One desi&n cannot serve the "ur"ose of all t$"es of research

"roblems. Also most of the research "roblems are com"lex in nature and cannot

be solved b$ a s"ecific research desi&n. 0ence a combination of research desi&n

is used to reach a solution.

!he research desi&n when chosen correctl$ "revents deviation in the stud$. !he

"resent stud$ is the cross sectional descri"tive t$"e with fields stud$ and "artl$

casual in nature as it sees to find out consumer behavior with res"ect to mobile

and correlate them with income# a&e# education# "rofessions etc. and formulate

maretin& strate&ies based on the stud$.

/A(,LI)G A)' /A(,LE 'E/IG)

It is not "ossible to examine ever$ item in the "o"ulation hence interferences is

drawn about a lar&e numbers of items "ossessin& a "articular attribute based on

based anal$sis of fraction of such items. It is called a sam"le. -or develo"in& a

sam"ler desi&n followin& "oints need to be discussed with re&ard to the "resent

stud$ T

A. ,O,3LA!IO) In statistical usa&e the terms "o"ulation is a""lied to

an$ finite collection of individuals. It has dis"laced the orders terms universe. It


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is a&&re&ate of all elements "ossessin& certain s"ecified characteristics which

need to studied and defined "rior to sam"le. ,o"ulation can be finite if units can

be counted or infinite. /ince the "resent stud$ is done in Bareill$# !he

"o"ulation is finite.

,o"ulation can be defined in terms of elements# sam"lin& units# extent and

time.

In this stud$# the s"ecifications will be as follows

5. Element all a&e &rou"s

:. /am"lin& 3nits customers

D. Extent Bareill$

B. ELE(E)! An Element is the unit about which information is collected.

It "rovides the basis for anal$sis. It identifiable "h$sicall$. In the "resent stud$

the element is dealer havin& a &ood nowled&e about the service. Re&ardin&

Brand

C. /A(,LI)G 3)I! !he sam"lin& unit is the basic unit containin& the

element of the tar&et "o"ulation. !he sam"lin& ma$ be different from the

element. It can be either &eo&ra"hical unit state# district etc. or social unit

0ousehold# famil$# club etc. or a construction unit enclave# house# flat etc. or

it ma$ be an individual. In the "resent stuff$# a sam"le of distributor is selected

in the three sta&es. -irst of all a sam"le of cities is selected# than a sam"le of

colonies is selected from each selected colon$ after all the distributor in it.


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'. /A(,LE -RA(E A sam"le frame could be a tele"hone director$# a list

of bloc and localities of a cit$# a ma" or an$ other list consistin& of all the

sam"lin& units# Each sta&e of sam"lin& "rocess re*uires its own sam"lin&

frame. /ince the "resent stud$ under&oes two sta&es sam"lin& "rocess# we

would need two sam"lin& frames. -irst a list of localities# /econd a list of

distributors with in the selected localities.

E. /A(,LI)G 'E/IG) Re"resentation of entire universe is onl$ "ossible

throu&h the sam"lin& techni*ue. Considerable care has been taen in selectin&

the sam"le so that is convenient in terms of si+e and enou&h to re"resent the

entire universe.

SUMMAR, OF RESEARC' !ESI&N

'ata source "rimar$ data and secondar$ data

Research a""roach surve$ method

Research instrument mailed *uestionnaire and *uestionnaire filled b$ the

enumerators

/am"lin& "lan sam"le unit consumers

/am"le si+e 5;; consumers

!ime A"ril :;5:

/am"le area Bareill$ cit$


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',$OT'ESIS

!he "o"ulation uses the La"to"s offered b$ Lenavo

!he com"an$ has a brand name and caters to a ma%or share in the maret.

!he com"an$ has a com"etitive ed&e over other com"anies.

!he com"an$ caters to the varied needs of different a&e &rou"s.

Clle5in = aa

'ata forms an im"ortant source of an$ stud$. Information is derived from data

accumulated. !hus# data "la$s a vital role in research. 'ata can be collected

from two sources vi+. internal and external. !he external data is $et derived

from two sources "rimar$ and secondar$.

,RI(ARY 'A!A "rimar$ data is ori&inal and first hand information.

,rimar$ data collection techni*ues

• 'irect "ersonal interview


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• Indirect "ersonal interview

• Information from corres"ondents

• (ailed *uestionnaires

• 4uestionnaires filled b$ enumerators

/ECO)'ARY 'A!A /ECO)'ARY 'A!A I/ COLLEC!E' BY /O(E

O!0ER AGE)CY A)' 3/E' -OR -3R!0ER /!3'IE/. !03/# I! I/

/ECO)' 0A)' I)-OR(A!IO)

/ECO)'ARY 'A!A COLLEC!IO) !EC0)I43E/

,ublished sources lie news"a"er articles# ma&a+ines# research institutions etc.

3n"ublished sources

!he method used in this surve$ is "rimar$ data collection and the techni*ue

used is direct "ersonal interview and *uestionnaire filled b$ enumerators


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!ATA ANA",SIS

:.7 A)ALY/I)G 'A!A

4.5. Hhat brand comes to $our mind# when $ou here La"to"


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-rom the &ra"h# it is evident that Lenovo is not ver$ "o"ular amon& students as

com"ared to 0, and 'ell which to&ether covers 7:@.

4.:. Hhich La"to" &ives value for mone$


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-rom the &ra"h# it is clear that Lenovo is not offerin& value for mone$. Exam"le

in confi&uration and desi&n.

4.. 0ow do $ou rate the Lenovo La"to" as "er $ou


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B$ anal$+in& this &ra"h# "eo"le have rated Lenovo as an avera&e and &ood

"roduct. !hat means Lenovo has a chance to increase its maret share b$

im"rovin& the *ualit$ and features.

4.


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4.>. Hill $ou "refer to bu$ Lenovo La"to" in the future


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B$ this &ra"h# it is clearl$ evident that more than half the "ercenta&e of students

donUt "refer to "urchase Lenovo la"to" in future.

4.7. 0ow did $ou come to now about Lenovo La"to"


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-rom this &ra"h# we came to now that awareness of Lenovo la"to"s amon&

students is more from "rint media.


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4.6. 'id $ou now that IB( and Lenovo are havin& %oint Contract

-rom this &ra"h it is evident that almost >


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FIN!IN&S

LE)O2O en%o$s ma%or maret se&ment for its "roducts.

LE)O2O taes a lead in after sales services.

,eo"le "refer usin& the "roducts of the mentioned brand because of their

reliabilit$ and affordabilit$.


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SU&&ESTIONS


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Althou&h LE)O2O holds a ma%or share $et it needs to em"hasi+e on its

maretin& strate&ies to mae the consumer aware more and more about its

latest "roducts and u"dates.

/ervice centres should be within eas$ reach of the customers.

/o# more service stations should be offered.

(ore outlets can be o"ened to increase the sales of the "roducts.

Better offers can be made to attract the customers off season demand.


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CONC"USION:

!he above anal$sis shows that LE)O2O does not have a &ood brand ima&e in

the Indian maret as com"ared to other "la$ers. As is evident from 4uestion 5#

that the brand "enetration of 'ell and 0, is more as com"ared to Lenovo which

is >.5@ onl$ .Also since Lenovo is a Chinese com"an$# there is ambi&uit$

about its durabilit$ in the minds of the customers.

A surve$ is done to identif$ various "roblems and level of satisfaction of

consumers# so that efforts can be made to satisf$ them which would result in

buildin& lon& term relationshi" between the customer and com"an$. !his surve$

was done to view the maret "otential of LE)O2O and its com"etitiveness in

the maret. It was also done so as to now about the customer satisfaction level

of these com"anies and finall$ com"are the results amon& themselves. 'ue to

deliver$ in customer need and ex"ectations# it becomes a difficult tas to satisf$

ever$ customer# therefore to satisf$ each and ever$ customer the im"ortance of

buildin& relationshi" with them exists. -or this "ur"ose a number of *uestions

were ased to find out behavior of customer. !his research is also done to now

the views of the customer towards the "roducts and *ualit$ "rovided to them b$

/O)Y. And accordin& to the surve$# the customers seem contended with the "roducts and services b$ /O)Y.


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RECOMMEN!ATIONS

!he followin& ste"s should be taen so as to mae LE)O2O a "o"ular brand in

the maretF

a ,roduct desi&n F Hei&ht should be reduced# should be available in

some more colours.

b !ar&et customers F -ocus on students and small business firms.c ,romotions F

Advertisements FAds on television# ma&a+ines should

be more fre*uent. Brand AmbassadorF Brand ambassador should be

someone who has a &reater im"act on "ublic or

someone who is techno savv$ lie ,ranabh (istr$.

d ,ost ,urchase /ervices F (ore customer service centreMs should

be o"ened.


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)ibli>rah3

www.lenavo.in

Lenovo Cor"orate 0istor$ 1a"anese

http://www.lenavo.in/http://www.sony.co.jp/SonyInfo/CorporateInfo/History/http://www.lenavo.in/http://www.sony.co.jp/SonyInfo/CorporateInfo/History/


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?/esinnaire

,lease answer the o"tions in the bracet "rovided.

5 Hhat Brand comes to $our mind# when $ou hear La"to"VVVVV..

a 0,

b 'ELLc Lenovod Others s"ecif$V.

: Hhich La"to" &ives value for mone$VVVVV a 0,

b 'ELLc Lenovod Others s"ecif$

D Hhat do $ou loo for# when bu$in& a La"to"VVVVV a Confi&uration

b ,ricec 4ualit$'urabilit$d Loos and desi&ne Others /"ecif$

0ow do $ou rate the Lenovo La"to" as "er $ouVVVVV a Excellent

b Goodc Avera&ed Below Avera&e


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7 0ow did $ou come to now about Lenovo La"to" VVVVV

a ,rint media)ews "a"er

b !2 Ads

c -riends

d Others /"ecif$VVV

6 'id $ou now that IB( and Lenovo are havin& %oint ContractVVV

a Yes b )o

5; Hhat is Lenovo as a brand for $ou in one wordVVV

e han@ 3/ er3 m/5h =r 3/r al/able s/>>esins

Lenovo Laptop

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