A ACHYUT.

AM.AR.U3BBM10001
MENTOR: Mrs. AMRITALAKSHMI
INTRODUCTION

Market share is the percentage of a companys sales of a particular product or
service in a given area. It can be calculated in terms of revenue or of units sold.
The main objective of a market analysis is to establish the appeal of a market and to
understand the fluctuating nature of the opportunities and threats it presents, in
relation to the strengths and weaknesses of the company.
A study on the market share of Wipro systems and technology products in private
education sector in Kollam district was the topic. The study was conducted to find out
the future demand for computers in private education sector, the awareness level of
Wipro Info tech products among the customers and preference of the customers in
selecting a brand.

Review of Literature

1. Customer satisfaction, market share, and profitability: Findings from Sweden.
Anderson, Eugene W.; Fornell, Claes; Lehmann, Donald R.Journal of Marketing, Vol
58(3), Jul 1994, 53-66.
Examined the relationship between customer-based measures of firm performance and
traditional accounting measures of economic returns. Representative samples of customers for
77 companies were surveyed with the Swedish Customer Satisfaction Barometer, and results
were combined with data on the companies' economic returns. Firms that actually achieved
high customer satisfaction also enjoyed superior economic returns. However, these returns
were not immediately realized. Results also provided a preliminary indication of trade-offs
between customer satisfaction and market share goals. The market's expectations of the quality
of a firm's outcome positively affected customers' overall satisfaction with the firms;
customers also have adaptive by largely rational expectations.

2. Order of entry and performance in new markets, Strategic Management Journal.
Mary Lambkin -Volume 9, Issue S1, pages 127 140, summer 1988.
A prevalent view among both academics and managers is that pioneers enjoy an enduring
advantage over all later market entrants. The study reported in this paper tests this assertion by
comparing the behavior and performance of three entrant categoriesnamely, pioneers, early
followers and late entrants. A population ecology model is used to develop a set of hypotheses
and these are tested on samples of start-up and adolescent businesses from the PIMS data base.
The results show the three entrant categories to have significantly different strategic profiles
and performance levels, with pioneers tending, on the average, to outperform later entrants.

3. Customer satisfaction, customer retention, and market share, Journal-Roland T.
Rust .Volume, summer 1993, Pages 193215
We provide a mathematical framework for assessing the value of customer satisfaction.
The framework enables managers to determine which customer satisfaction elements
have the greatest impact, and how much money should be spent to improve particular
customer satisfaction elements. This makes it possible to hold customer satisfaction
programs accountable, in the way that other business programs are held accountable, by
forcing them to demonstrate their benefits with respect to bottom-line profitability. We
use an individual-level model of loyalty and retention, and then build up to market share
by aggregation. We demonstrate the application of our approach in a pilot study of a city's
retail banking market.

4. An Analysis of the Market Share-Profitability Relationship-David M. Szymanski,
Sundar G. Bharadwaj and P. Rajan Varadarajan J ournal of Marketing Vol. 57, No. 3
(Jul., 1993), pp. 1-18
A number of researchers in the marketing, management, and economics disciplines have
expressed reservations regarding the validity and generalizability of the reported
relationships between market share and profitability. Against this backdrop, the authors
performed a meta-analysis on 276 market share-profitability findings from forty-eight
studies to address whether market share and profitability are positively related and to
examine the factors that moderate the magnitude of that relationship. The authors found
that, on average, market share has a positive effect on business profitability.
However, the magnitude of the market share-profitability relationship is moderated by model
specification errors, sample characteristics, and measurement characteristics. The relationship
is moderated the most (and, on average, the relationship could be art factual) when firm-
specific intangible factors are specified in the profit model or the estimate of the market share-
profitability relationship is based on an analysis of non-PIMS businesses. The authors discuss
the implications of these results for the evaluation and utilization of market share information
by managers in reference to strategies that focus on building market share as a means for
increasing profits.
5. Impact of Sales Promotions on When, What, and How Much to Buy-Sunil Gupta
J ournal of Marketing Research Vol. 25, No. 4 (Nov., 1988), pp. 342-355
The effectiveness of a sales promotion can be examined by decomposing the sales "bump"
during the promotion period into sales increase due to brand switching, purchase time
acceleration, and stockpiling. The author proposes a method for such a decomposition whereby
brand sales are considered the result of consumer decisions about when, what, and how much
to buy. The impact of marketing variables on these three consumer decisions is captured by an
Erlang-2 interpurchase time model, a multinomial logit model of brand choice, and a
cumulative log it model of purchase quantity. The models are estimated with IRI scanner panel
data for regular ground coffee. The results indicate that more than 84% of the sales increase
due to promotion comes from brand switching (a very small part of which may be switching
between different sizes of the same brand). Purchase acceleration in time accounts for less
than 14% of the sales increase, whereas stockpiling due to promotion is a negligible
phenomenon accounting for less than 2% of the sales increase.

Statement of the problem
Even though Wipro Infotech is a well established company the market share of company in the
private sector is low, the company wanted to increase their market share in order to achieve
their organizational goal.

Objective of the study
Primary Objective:
To study the market share of Wipro systems and technology products in private education
sector in Kollam district and the strategy to develop them.

Secondary Objective:
To find out the future demands of the computers in private education system.
To analyse the awareness level of the Wipro Infotech products among the customers.
To find out the preference of the customers in selecting a brand.

Reason for selection of the topic
Wipro wanted to analyse the market share of their computers and servers in the
private educational sector in Kollam district. The company wanted to increase their
market share in order to achieve their desired goal. So the researcher selected this
topic.
Scope of the study
The study provides a general understanding of the organization, its culture,
departments and various business activities. The study gives an insight into the day
to day operations of the organization and to attain various information relating to
marketing. The project is mainly aimed to understand the market share of Wipro and
to find out whether Wipro has been able to achieve their organizational goal. The
study also traces out in giving suggestions and viewpoints about improving the
market share of Wipro Infotech products.

1.7 Research Methodology
Research design: Research design selected for this project is Descriptive research.
Descriptive statistics utilize data collection and analysis techniques that yield reports
concerning the measures of central tendency, variation, and correlation. The main
purposes of research are to describe, explain, and validate findings.
Research approach: The approach in this study is Survey approach. The survey
method is the technique of gathering data by asking questions to people who are
thought to have desired information.
Research instrument: The instrument that used for primary data collection was the
Questionnaire. Questionnaire is a research instrument consisting of a series of
questions and other prompts for the purpose of gathering information from
respondents.

Data source: The data source refers to the sources from which the data are collected
for conducting the study. Data are of two types: primary data and Secondary Data.
Primary data: The main source for collecting primary data was the sample taken.
Primary data was collected by distributing a questionnaire in private education
sector of Kollam district.
Secondary data: Secondary data was collected through brochures of the company,
articles, journals, books, magazines, internet etc.

1.9 Limitations of the study
The busy schedule of the employees was the main inconvenience for
data collection.
Data received from the respondents need not be accurate in all
respects.
Data collected will be restricted to certain sample population due to
time and population constrains.
Only one evaluation instrument (questionnaire) was used to evaluate
customers.

1.10 Chapterization
Chapter -1: Introduction.
Chapter-2: Profile of the study.
Chapter-3: Theoretical perspective.
Chapter-4: Analysis and interpretation.
Chapter-5: Findings.
Chapter-6: Suggestions.
Chapter-7: Conclusion.

Findings
From the figure it can be concluded that 54% of the schools are private
educational school, 30% are private educational colleges, 8% are charitable
trust schools, 6% are charitable trust college and the rest 2% is autonomous
bodies and other institution.
After analyzing the data it is found that 60% regularly buy computers,4% buy
laptops,0% buy servers,8% buy computers and laptops,8% buy computer and
server,20% buy all the above mentioned products.
From the figure it can be found that computer have a higher demand of 36%,
laptops have a demand of 8%, servers and computer have a demand of 6%,
computers and laptops have a demand of 30%, all the above products have a
demand of 20%.
From the figure it is found that 40% of the respondents have awareness and
60% do not have awareness about Wipro Infotech products and services.
From the figure it can be concluded that 38% have purchased Wipro Infotech
products and 62% have not purchased Wipro Infotech products.
From the figure it is found that 50% of the respondents are using Wipro
Infotech products for more than 5 years, 36% are using it for 2 5 years and
14% are using it for 0 2 years.
From the figure it can be concluded that 36% of the respondents are aware
about production and sales of Wipro Desktops, 16% are aware about Wipro
laptops, 8% are aware about Wipro servers and 40% are aware about all the
Wipro Infotech products
After analyzing the figure it is found that the percentage of direct marketing
done by Wipro Infotech is only 20%
From the figure it can be concluded that 8% of customers are highly interested
to use Wipro Infotech products, 60% are interested to use Wipro Infotech
products, 32% neither interested nor reluctant to use Wipro Infotech products,
From the figure it can be concluded that 26% of the total respondents are
current customers of Wipro Infotech products and 74% are not current
customers of Wipro.

After analyzing the figure 36% are using Wipro Infotech products
because of the other factors, 22% are using Wipro Infotech products
because of good and timely service, and 14% are using Wipro Infotech
products because of ease of operation, extended warranty, discounts
From the figure it can be concluded that 42% are not using Wipro
Infotech products because of lack of awareness, 39% are not using
Wipro Products because of more offers from other brands, 14% are not
using Wipro Products because of other factors and 5% are dissatisfied
with performance.
From the figure it can be concluded that 96% of the respondents are
interested to use Wipro Infotech products in future, 4% are not
interested in future use of Wipro.
After analyzing the data it is found that HP got the highest ranking
from 52% percent of respondent, 26% ranked for Wipro, 14% for HCL
and the rest 8% raked Acer as highest.
From the figure it can be concluded that 6% of the respondents ranked
price as first factor for selecting a new brand,26% ranked price as
second,40% ranked it as third,24% ranked it as fourth, 4% ranked it as
fifth.

From the figure it can be concluded that 84% Respondents considers Quality as first
rank while selecting a brand, 12%Respondents considers Quality as second, while
4% considers it as third.
From the graph it is found that 4% ranks extended warranty and after sales service
as primary factor for choosing a new brand,48% ranks it as second,28% ranks it as
third,16% ranks it as fourth and the rest 4% ranks it as fifth.
From the figure it can be concluded that 4% of Respondents ranked Brand Name as
first,20% ranked it as second,24% ranked it as third, 40% ranked it as fourth and the
rest 12% ranked it as fifth.
After analyzing the figure it can be concluded that 0% of Respondents considers
offers as primary factor while choosing a brand, 4% ranks it as third, 16% ranks it as
fourth and the rest 80% ranks it as fifth.

Suggestions

1. Wipro Infotech has to concentrate more on direct marketing, the company has to
send sales representatives, organize exhibition and conduct seminars.
2. Customer relation has to be improved by opening more number of retail shops and
service centers.
3. Many of the respondents are unaware about the Wipro Infotech products, so the
company has to improve its promotional activities by giving advertisement through
television and newspapers and also by creating web pages in Facebook and twitter.
4. Wipro Infotech has to provide technical training to the technicians of retail shop in
order improve the after sales and service quality.
5. More service center with skilled technicians is to be appointed in order to reduce the
time of the after sales service.
6. The company has to extend the warranty duration and also provide attractive offers
and discounts for the customers.
7. Introduce laptops for educational sector at low cost, which will definitely increase
the market share of Wipro systems.

Conclusion

Market share analysis shows a business how well it is reaching customers in each
neighborhood across its sales region. After conducting the market survey of Wipro
Infotech products, on the whole it can be concluded that the market share of Wipro
systems and technology products are very low. The main reason for the low market
share is the lack of awareness among the customers. Wipro have to concentrate more
on direct marketing and have to introduce more retail shops, the company has to
extend the warranty duration and also provide attractive offers and discounts for the
customers in Kollam district in order to increase the market share.

Bibliography
Philip Kotler, Gary Armstrong Principles of marketing person education, Singapore
fifth edition 2006.
http://www.wipro.com/
http://www.wipro.com/products/desktops/
http://psycnet.apa.org/psycinfo/1995-03819-001
http://www.sciencedirect.com/science/article/pii/0022435993900032
http://www.jstor.org/discover/10.2307/1251851?uid=2&uid=4&sid=21100967056593
http://onlinelibrary.wiley.com/doi/10.1002/smj.4250090713/abstract