CUSTOMER SATISFACTION TOWARDS DELL LAPTOP: WITH

SPECIAL REFERENCE TO SHARAVATHI COMPUTER,

SHIVAMOGGA

CONTENTS
Chapter 1
INTRODUCTION
 Introduction to the study
 Statement of the study
 Objective of the study
 Scope of the study
 Methodology
 Limitation of the study

Chapter 2
DELL - COMPANY PROFILE

Chapter 3
PRODUCT PROFILE

Chapter 4
DATA AND ANALYSIS AND INTERPRETATION

Chapter 5
FINDING, SUGGESTIONS AND CONCLUSION

Annexure
Questionnaire
Bibliography

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 Chapter 1
INTRODUCTION

 Introduction to the study

 Statement of the study
 Objective of the study
 Scope of the study
 Methodology
 Limitation of the study

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 INTRODUCTION

Now a day’s Laptops has become more popular in younger generation because
adaptation of new technology. Most people using the laptops like students, Business
man...Etc. They have to purchase of laptop because the laptops are very necessity for
this people in their work. Comparing to PC laptops is convenient and comfortable for
everyone.
The study is focused on the analysis of Consumer Attitude towards Dell laptop
taking Sharavathi computers as a case study in Shivamogga. Today, consumer is the
king in the market, consumer is the only judge. The reputation of a product is entirely
dependent upon his attitude towards the product. So his satisfaction should be ultimate
motto of the producers and marketer. Consumer’s interest should be taken into
consideration while taking marketing decision. It is through consumer satisfaction only
the producers and marketer can improve their sales and profit. Therefore a business firm
in order to come out successfully in the market environment into maintains a stable
image has to develop new products and new services that meet that meet the dynamic
requirement of the consumers.
Consumer buying decision is depending upon their behavior. Some time he/she
take rational and emotional decisions. Some of the consumers are have the emotional
feelings about the particular products. Consumers are concentrated on Quality, brand,
features of the product in their buying decision. When the company wants more
customers for business they will follow the best marketing strategy.
I have selected this topic for my project report because to know the consumer
opinion about dell laptop in shivamogga. This project report required the Details about
history, achievements and dynamic growth of the Dell Company. . The project on
consumer attitude towards laptops in as effort to bring out the details regarding the
marketing and consumer attitude towards laptops in shivamogga town.
Dell Company founded in 1984 by Michael Dell. No.1 PC provider in the U.S.

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and No.2 worldwide. Based in Round Rock, Texas. Employs more than 82,700 people
worldwide. Grew during the 1980s and 1990s to become a brand. Direct Business
Model is the foundation for Dell’s business. Dell maintains a consistent focus on
offering the best value and customer experience. Dell is a trusted technology innovator
with a diversified, comprehensive IT portfolio. Dell is a global company committed to
its customers and employees.
Consumer because these are many option to get computer to carry on their
commercial or business transaction lets they may be personal computers, laptops, LCD
etc., Each of this leads the consumers to a state of large confusion even they are really
good updating technology computer magazines, catalogues etc., which provide them
with technical tests and compression test which tell the consumers about computers or
laptops, but do the list in informing the laptop reliability, service support and
availability of part etc

GENERAL INTRODUCATION
The project report offers detailed regarding the “Customer attitude towards Dell
laptops in Shivamogga City” A case study of Sharavathi computer in Shivamogga”
Consumers are who have to take interest for themselves to buy a needful product
for their commercial or personal actives. In this product operational definition of
concept is foundation of the subject for especially subject matter of laptop computer is
essential for every field and every business. Nearly consumer will have intention to buy
the so many computers but it is possible to take the computers from one place to
another. Therefore they intend to get extraordinary computers i.e., laptop’s, which can
be taken to any place. If this type of project will do could be understanding consumer
attitude. Their attitudes will changes from man to man and time to time, the people have
different attitudes. So how the people will behave while purchasing the laptop? What
are the factors to make buying laptop? How the frequently the consumers go for
purchasing? There are some of the questions covered under the consumer questionnaires

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survey.
In order to gather, record, analyze and interpret the data systematically as got the
psychology process of consumer attitude are not directly observable. But must be
inferable from what people say are from their behavior. So in order to know their
attitudes towards laptop presently study is great ability affected.

SPECIFIC INTRODUCTION
It is a little hard to determine what was the first portable or laptop computer, the
first portable computers did not look like the book-sized and folding laptops that we are
familiar with today, however, they were both portable and lapable, and lead to the
development of notebook style laptops. I have outlined several potential firsts below
and how each qualifies, many of the off-site links provide good photos of the computers
that will let you see the progression in design.
The First Laptop Designed in 1979 by a Briton, William Moggridge, for Grid
Systems Corporation, the Grid Compass was one fifth the weight of any model
equivalent in performance and was used by NASA on the space shuttle program in the
early 1980's. A 340K byte bubble memory lap-top computer with die-cast magnesium
case and folding electroluminescent graphics display screen.

STATEMENT OF THE PROBLEM

The study in general related to marketing practices of Dell Company in
marketing its laptops. However to analyze the customer attitude towards Dell laptops a
case study has been undertaken on Sharavath computer, Shivamogga. The opinion of
customers of Sharavath computers have been collected and analyzed to evaluate
marketing practices in relation to dell laptops. The study therefore present profile of
Dell Company and Sharavathi computers, Shivamogga.
Therefore the research problem has been sated as “A study on consumer attitude
towards Dell laptop with special reference of Sharavathi computer, shivamogga.

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OBJECTIVES OF THE STUDY
 To analyze the consumer attitude and expectations towards Dell laptop.
 To examine the factors influencing while purchasing the laptop..
 To analyze the marketing strategy adopted by the dealer.
 To evaluate the competitive advantage of the Dell laptop in the context of
overall industrial share
 To analyze the future growth prospective of Dell laptop in Shimoga

SCOPE OF THE STUDY

 The scope of this study is restricted to the study of consumer attitude, behavior like
response towards the laptop of DELL Company.
 The area of the study has been restricted to Shivamogga City only.
 The survey has been conducted on the people of Shivamogga.

METHODOLOGY
The researcher has taken the basis of both secondary and primary data for
undertaking research work.
Primary data
The primary data has been collected through the personal interview with the
respondents. Sample size has been determined to be 50. Although the sample size is
concerned to be small consequent to the time and cost constraints, the researcher has
taken care to give proper representation to different demographic factory to make the
sample representative.
The data so collected has been analyzed and interpret using simple statistical
tool like table, percentage, diagrams etc. The suggestions have been given on the basis
of findings of the survey.

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Secondary Data
The secondary data has been collected from the sources like internet, reports,
literature, text books etc. These information are use to analyze and present history of
laptop Dell company.

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LIMITATION OF THE STUDY
The research study has confined that certain limitation. Most important of
limitations as follows.
 Project work and study is confined to Shivamogga town only.
 Lack of co-operation of consumers
 Only few members were surveyed. Large number of consumers is spread over
wide area.
 Consumers were hesitated to give real information.
 There are many chances of consumers justifying his purchase whether it is
wrong or right. This creates a bias in response.
 This study has carried out under time constant, due to this we have drawn our
interface with whatever little response we get.

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 Chapter 2
DELL - COMPANY PROFILE

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 DELL- COMPANY PROFILE

Overview
Dell is the world's leading computer systems company. They design, build and
customize products and services to satisfy a range of customer requirements. From the
server, storage and Premier Services needs of the largest global corporations, to those of
consumers at home.
They do business directly with customers, one at a time, and believe they do it
better than anyone on the planet.
Over the last 18 years, Dell has emerged as one of the most successful
technology franchises in the United States. Founded in 1984 and public since 1988, Dell
has be-come one of the largest suppliers of personal computers in the world, growing
revenue from less than $1 billion in fiscal 1992 to over $31 billion in fiscal 2002. To-
day, Dell commands 15% of the worldwide PC market and has over 35,000 employees
with manufacturing facilities in Texas, Tennessee, Brazil, Ireland, China and Malaysia.
While Dell operates a highly collaborative research and development model, leveraging
technology partners Microsoft and Intel, among others, Dell has 730 patents and 535
pending patents that include everything from manufacturing process patents to
computer design patents.
We attribute Dell’s success within the computer industry to its unique, low-cost
business model, direct sales approach and collaborative research and development. By
focusing on leveraging its core competency in supply-chain management and low-cost
manufacturing within mature technology segments, such as PCs, Dell has a proven
strategy to disrupt traditional technology business models that rely on proprietary
technology or multistage sales and distribution. A key part of Dell’s success stems from
leveraging widely available industry technology within a low-cost manufacturing
framework as a way of displacing the competition. This is already evident by market-
share gains in PCs, and it is becoming more evident by recent success in servers,

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storage and low-end networking.
Today, about 46% of Dell’s total revenue is tied to PC hardware while the
remaining 54% of revenue is tied to enterprise systems (storage, servers, networking,
etc.), third-party products and services (both PC and non-PC related). Interestingly,
while PC hardware accounts for 46% of total revenue, non-PC hardware accounts for
more than 50% of total gross profit. Going forward, we believe profit growth, as it is
today, will be driven primarily by non-PC hardware revenue.

HISTORY OF DELL
Michael Dell, in 1984 founded Dell in order to directly serve their customers
with computers that meet their needs. The company was called PC's Limited and he was
still a student at University of Texas at the time. The following year, Dell came out with
their very first computer called the Turbo, which had an eight-megahertz processor. The
major goal was to produce personal computer systems that were IBM compatible and
were produced or entirely stock parts.
What set the company apart was not just its consumer-oriented focus but also its
allowance for people to customize their computers during the ordering process. Because
each computer was individually assembled, this was possible. The company grossed 73
million dollars in the first year. The company went public in 1988 offering shares for
$8.50 a piece.
The first Dell laptop made its debut in 1991 and by 1993; it became one of the
top five computer companies in the world. By 1995, those $8.50 shares were worth
$100. The progress of the business was rapid and in 1997, Dell had shipped its ten
millionth systems.
In 1996, Dell began selling their products through their website and three years
later they took over Compaq Jumping forward a bit, in 2003, Dell introduced their first
Dell printers for the public, including those intended for the average consumer and
businesses. Dell printers are known for being versatile and easy to use; however a

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recent development has brought skepticism to the company when Lexmark began
working with them whom modified their cartridges so that they don't work with Dell
printers.
However, Dell has a long track record with customer satisfaction, at the very
least in regards to their computer product
COMPANY PROFILE
Type Public
Traded as NASDAQ: DELL
SEHK: 4331
NASDAQ-100 Component
S&P 500 Component
Industry Computer hardware
Computer software
IT consulting
IT services
Founded Austin, Texas, U.S.
(May 1, 1984)
Founder(s) Michael Dell

Headquarters 1 Dell Way, Round Rock, Texas, United States

Area served Worldwide

Key people Michael Dell

(Chairman & CEO)
Products Desktops, n0tbooks, notebooks, peripherals, servers, printers,
scanners, smartphones, storages, televisions
Revenue US$ 63.07 billion (2016)

Operating income US$ 4.43 billion (2016)

Net income US$ 3.49 billion (2016)

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Total assets US$ 44.53 billion (2016)

Total equity US$ 8.91 billion (2016)

Employees 110,000 (2016)

Subsidiaries Alienware, Dell Services, Force10, SonicWall, WYSE,

SecureWorks, KACE Networks, Exanet, Compellent,
AppAssure Software, Quest Software, Make Technologies
Website Dell.com

COMPANY HERITAGE
From unconventional PC startup to global technology leader, the common thread
in Dell’s heritage is an unwavering commitment to the customer. Explore the company
timeline below to learn how this guiding principle built Dell and inspired IT solutions
and services that give customers the power to do more. Growing at roughly 80 percent
annually, Dell takes the plunge and goes public. The company, now officially renamed
Dell Computer Corporation, uses the newly acquired capital to expand its product
offerings and global presence.
1984: At age 19, Michael Dell founded PC's Limited with $1,000 and a game-changing
vision for how technology should be designed, manufactured and sold. As a pre-med
freshman at the University of Texas at Austin, Michael starts a new computer business
under the name of PC's Limited. He left his dorm room at the end of his freshman year
to devote all of his time to growing the business.
1985: We design and build our first computer system, the Turbo PC, featuring an Intel®
8088 processor running at 8MHz, a 10MB hard drive and a 5.25" floppy drive. We
establish customer experience as a Dell differentiator with risk-free returns and next-
day, at-home product assistance, among the first in our industry.
1986: We unveil the industry's fastest performing PC — a 12MHz, 286-based system —
at the Spring Comdex trade show.
1987: We open our first international subsidiary in the United Kingdom.

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1988: After just four years, Dell completes its initial public offering, raising $30 million
and increasing market capitalization from $1,000 to $85 million.
1989: Dell joins the mobile computing revolution with its first laptop computer, the
316LT.
1990: We open a manufacturing center in Limerick, Ireland, to better serve customers in
Europe, the Middle East and Africa.
1991: International sales more than double for the third consecutive year.
1992: Dell debuts on the Fortune 500. Michael becomes the youngest CEO to lead a
company that receives this honor.
1993: Dimension and OptiPlex™ desktops debut for consumer and business users. We
join the ranks of the top five computer system makers worldwide. Subsidiaries in
Australia and Japan are our first entries into the Asia Pacific Region.
1994:Challenging the proprietary network server market, we introduce the Dell™
PowerEdge™ server line. As part of the Latitude™ XP Launch, we are the first to
introduce the Lithium-ion battery, which breaks every industry record for battery life.
1995: Dell expands worldwide operations in Europe, Asia, Japan and the Americas.
1996:Dell.com launches, generating $1 million in sales per day just six months after the
site went live. The first Asia-Pacific Customer Center is opened in Penang, Malaysia.
We launch Premier Pages for our corporate customers, establishing customized extranet
sites on Dell.com for purchase and support.
1997: We open our second manufacturing center in Texas and achieve the lowest
inventory levels in the industry at 15 days. Dell launches its Dell Precision™ line of
workstations to target high-end, high-performance graphics application users. Our 10-
millionth PC is shipped.
1998: We open a new integrated sale, manufacturing and support center in Xiamen,
China and announce manufacturing sites in Ireland, Brazil and the United States. We
round out our data center offerings with the PowerVault™ series — a robust line of
storage products, including a fibre channel-based storage subsystem.

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1999: By the end of the year, Dell is ranked No. 1 in PCs in the U.S., No. 1 worldwide
in PCs for large and medium businesses and No. 1 in worldwide workstation shipments.
We open manufacturing operations in Eldorado do Sul, Brazil, to better serve our
customers in Latin America. We take technical support online with eSupport, an online
tool that facilitates and delivers technical support via the internet.
2000: Internet sales on dell.com reach $40 million a day, making it one of the highest-
volume ecommerce sites in the world. Recognizing early on the need and opportunity
for mobility in IT, we incorporate built-in Wi-Fi for on-the-go internet access for our
customers.
2001: It’s a year of firsts as Dell becomes the No. 1 computer systems provider
worldwide, and reaches No. 1 in U.S. Intel-based server shipments. The Power
Connect™ line of network switches launches Dell into the networking equipment
market. We ink an agreement with storage leader EMC to enable more affordable
enterprise-class storage area network solutions for customers of all sizes.
2002: We launch the PowerEdge™ 1655MC — our first blade server. The 1300MP
projector signals Dell's entry into the projector market.
2003: We expand our product portfolio with Dell-branded printers and officially enter
the consumer electronics market to serve as a single source for our customers.
2004: In just five years, Dell is China's third largest provider of computer systems and
services, with shipment growth near 60 percent — or four times that of the industry. We
partner with others in the industry on the Electronics Industry Code of Conduct, which
works to raise the standards of social, environmental and workplace conditions for the
entire supply chain.
2005: We top the list of "America’s Most Admired Companies" in Fortune
Magazine.Furthering our commitment to the environment, Dell™ OptiPlex™ desktop
line of products features a lead-free motherboard, power supply andchassis
2006: We are the first in the industry to offer free product recycling for consumers
worldwide. We revolutionize the way businesses connect with customers with the

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launch of Direct2Dell — a blog to enable fast, direct, two-way conversations with our
customers. We acquire computer gaming leader Alienware™ to complement our high-
performance systems designed for gaming enthusiasts and media content customers.
2007: The Vostro™ family becomes our flagship line of solutions tailored to small
businesses. We ramp up our social media efforts to connect with customers by joining
Twitter, launching the first investor relations blog, and debuting IdeaStorm.com, a
destination where customers can post and share ideas. We make great strides toward our
sustainability goals by launching carbon-neutral programs for consumers and corporate
customers, and by joining the Carbon Disclosure Project Supply Chain Leadership.
2008:We acquire storage leader EqualLogic™, growing their original customer base of
1,000 to 25,000 worldwide in the first two years. We debut the Dell Latitude™ E-family
laptops, redefining on-the-go business computing with breakthrough battery life and
design improvements driven by end-user input. Dell launches its first Modular Data
Center — a mobile, self-contained data center optimized for cloud-computing
applications. Dell Studio, a new consumer product line designed for self-expression and
creative living, is introduced.
2009: We acquire Perot Systems and launch a new business called Dell™ Services that
gives customers end-to-end IT services to help lower their total cost of IT ownership.
Dell enters the smartphone market with the Mini 3i from China Mobile. Customers rank
Dell x86 servers, corporate laptops and desktops No. 1 in enterprise customer
satisfaction.We introduce Adamo and Latitude™ Z laptops — both the world’s thinnest
laptops — for consumer and business users who demand design, innovation and
functionality.
2013:Dell acquires key IP in storage, systems management, cloud computing and
software: Boomi®, Exanet, InSite One®, KACE™, Ocarina™ Networks, Scalent™ and
Dell Compellent®.Dell is the No. 1 healthcare information technology services provider
in the world according to Gartner, Inc. and wins more than 300 industry awards in
2013.We accelerate our enterprise customers’ move to the cloud with Dell Virtual

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Integrated Systems solutions, based on open architecture solutions that focus on
interoperability and extending the legacy investments of our customers. Dell enters the
tablet arena with the Streak, a 5-inch device designed to provide the best on-the-go
entertainment, social connection and navigation experience. Newsweek names Dell the
greenest company in America.
2015: We celebrate a record-breaking fourth quarter with double-digit growth in the
strategic enterprise solutions and services space, and the largest single-year revenue
increase in company history. We acquire Secure Works, RNA Networks and Dell
Force10 Networks, leaders in enterprise solutions and services. Further proof of our
commitment to providing end-to-end IT solutions for our customers, we commit $1
billion to develop Dell data and solution centers around the world and open R&D
centers in Israel and the U.S.
2016: We establish a new software group and focus on four key growth areas end user
computing, enterprise solutions, software and services. We continue to invest to meet
customers’ end-to-end IT needs by acquiring AppAssure, SonicWALL, Clerity, Make
Technologies, Wyse, Quest, Gale Technologies and Credant. For the first time in
company history, Dell begins paying quarterly cash dividends to shareholders. Dell is
among the first to market with touch-enabled Windows 8 devices which combine an
exceptional user experience with the security and manageability companies need.
Industry analysts recognize our strategic evolution and strength in PCs, the data center,
software and services. Gartner positions Dell as a leader in 11 Magic Quadrant reports

MISSION AND VISION STATEMENT

Mission
“To provide customers with superb value, high quality, relevant technology,
customized systems, superior service and support and products and services that it easy
to purchase and use.”
Dell's mission is to be the most successful computer company in the world at delivering

17
the best customer experience in markets we serve. In doing so, Dell will meet customer
expectations of:
– Highest quality
– Leading technology
– Competitive pricing
– Individual and company accountability
– Best-in-class service and support
– Flexible customization capability
– Superior corporate citizenship
– Financial stability

Vision
“Through effective and strategic community partnership, dell supports
educational services programs that address the critical and most basic technology access
needs of its neighbors in dell communities prerequisite to success in digital world”

RECENT PLANS AND ACQUISITIONS

 In 2006, Dell acquired Alienware, a manufacturer of high-end PCs popular with
gamers.
 The company acquired EqualLogic on January 28, 2008, to gain a foothold in
the iSCSI storage market. Because Dell already had an efficient manufacturing
process, integrating EqualLogic's products into the company drove manufacturing
prices down
 In 2009, Dell acquired Perot Systems, based in Plano, Texas, in a reported
$3.9 billion deal, and amalgamated into Dell Services. The acquired business
provided Dell with applications development, systems integration, and strategic
consulting services through its operations in the U.S. and 10 other countries. In

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 addition, the acquisition of Perot brought a variety of business process outsourcing
services, including claims processing and call center operations.
 On February 10, 2010, the company acquired KACE Networks a leader in
Systems Management Appliances. The terms of the deal were not disclosed.
 On August 16, 2010, Dell announced plans to acquire the data storage
company 3PAR.On September 2, Hewlett-Packard offered $33 a share for 3PAR,
which Dell declined to match.
 On November 2, 2010, Dell acquired Software-as-a-Service (SaaS) integration
leader Boomi. Terms of the deal were not disclosed.
 In February 2011 Dell completed the acquisition of Compellent.
 On February 24, 2012 Dell acquired backup and disaster recovery software
solution provider AppAssure Software of Reston, VA. AppAssure delivered 194
percent revenue growth in 2011 and over 3500% growth in the prior three years.
AppAssure supports physical servers and VMware, Hyper-V and XenServer. The
deal represents the first acquisition since Dell formed its software division under
former CA CEO John Swainson. Dell added that it will keep AppAssure’s 230
employees and invest in the company.
 In March 2012, USA Today said that Dell agreed to buy SonicWall, and the
acquisition was completed 9 May 2012. A company with 130 patents, SonicWall
develops security products, and is a network and data security provider.
 On April 2, 2012, Dell announced that it wants to acquire Wyse, global market-
leader for thin client systems
 On April 3, 2012, Dell announced that it acquired Clerity Solutions. Clerity, a
company offering services for application (re)hosting, was formed in 1994 and has
its headquarters in Chicago. At the time of the take-over approximately 70 people
were working for the company.

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 On July 2, 2012, Dell announced that it was buying Quest Software. The
acquisition was completed on 28 September 2012
 On November 16, 2012, Dell announced it was acquiring Gale Technologies, a
provider of Infrastructure Automation Products. Gale Technologies was founded in
2008 and is headquartered in Santa Clara, California
 On December 18, 2012, Dell announced it was acquiring Credant Technologies,
a provider of storage protection solutions. Credant is the 19th acquisition in four
years. Dell spent $13 billion since 2008 and $5 billion in the past year on
acquisitions.

AWARDS AND RECOGNITION

Corporate Responsibility Magazine 100 Best Corporate Citizens

Based on our transparency in environmental, climate control, employee rights,
human relations, corporate governance, philanthropy and financial reporting, Dell made
the 2012 Corporate Responsibility Magazine’s 100 Best Corporate Citizens List.

Covalence Ethical Quote:

Dell ranked No. 10 in Covalence’s 2011 scoring of the most ethical companies.
Ethical Quote evaluates more than 500 multinational companies on 45 criteria to
determine those with the highest ethical reputation.

Best Corporate Citizens in Government Contracting:

Knowing how you provide the products and services is an important part of
business. The 2011 Best Corporate Citizens in Government Contracting List highlights
Dell’s commitment to transparency in reporting.

FTSE4Good:

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 A testament to our strong corporate citizenship is our inclusion in the
FTSE4Good Index, which measures the performance of companies that meet globally
recognized corporate responsibility standards.
CPA-Zicklin Index of Corporate Political Disclosure and Accountability:
Dell received a top 10 rating for the voluntary disclosure of political spending.

For Corporate Secretary Magazine’s Corporate Governance Team of the Year:

Dell as large cap finalist for being a leader in corporate compliance and governance.

Jantzi-Sustainalytics 2012 Top 50 Socially Responsible Corporations in Canada:

Dell was recognized by Jantzi-Sustainalytics and Maclean's magazine as one of
Canada's most socially responsible companies based on high marks in environmental,
social and governance categories.

The Economic Observer — Best Sustainability Practice:

Dell was awarded Best Sustainability Practice by the Economic Observer for its
sustainability strategy and outstanding performance in responsible operations, use of
sustainable materials, recycling and reuse, and support of sustainable suppliers —
earning Dell a spot on their list of Excellent Cases of Sustainable Development in China
2011–2012

DELL BOARD OF DIRECTORS

The Board of Directors is responsible for oversight and supervision of the overall affairs
of the company. The Board maintains the following committees to assist it in
discharging its oversight responsibilities. Links to the individual committee charters and
other Board information:

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 Audit Committee Charter
 Compensation Committee Charter
 Finance Committee
 Governance and Nominating Committee
 Corporate Governance Principles
 Board of Directors Nomination Process
 Communicating With the Board of Directors

Board members include:

Michael Dell
James W. Breyer
Chairman of the Board
Finance (Chair)
and Non-Independent Director
Donald J. Carty Janet F. Clark
Audit
Laura Conigliaro Kenneth M. Duberstein
Finance Governance and Nominating
William H. Gray, III Gerard J. Kleisterlee
Governance and Nominating (Chair); Leadership Leadership Development and
Development and Compensation Compensation, Finance
Alex J. Mandl
Klaus S. Luft
Presiding Director
Audit
Audit (Chair), Governance and Nominating
Shantanu Narayen
Ross Perot, Jr.
Leadership Development
and Compensation (Chair)

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MAJOR CUSTOMERS
“Customer requirements are increasingly being defined by how they use
technology rather than where they use it,” said Mr. Dell. “That’s why we won’t let
ourselves be limited by geographic boundaries in solving their needs.”
Leading the new worldwide business units will be:

Large Enterprise — Steve Schuckenbrock, currently president, Global

Services, and chief information officer. Dell is the leading provider of IT infrastructure
and solutions in many of the world’s economies. A single large-enterprise unit will
further Dell’s advantage in delivering globally consistent innovations, solutions and
services to the world’s largest IT users.
Public — Paul Bell, currently president, Dell Americas. Through a globally
integrated Public organization Dell intends to extend its leadership in answering urgent
IT challenges in areas such as government, education, health care and the environment.
Small and Medium Business — Steve Felice, based in Singapore, currently
president, Dell Asia-Pacific and Japan. The new organization will accelerate creation
and delivery of SMB-specific solutions and technology to the more than 72 million
small and medium-sized businesses worldwide.

MAJOR COMPETITORS OF DELL COMPANY

Hewlett-Packard (HP): HP recently posted better financial results than Dell, but
has announced around 26,000 redundancies as part of its attempts to cut costs and
integrate the £7.2bn acquisition of EDS.
Apple Lenovo
IBM Sony
HP Acer
Sun Microsystems Toshiba
Gateway

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PRODUCTS LINE
Dell offers a variety of products with different with different market segments.
Dell corporate class represents brand where it emphasizes long life, reliability and
service. These brands include:-
Business/Corporate Class:
 OptiPlex -office desktop computers
 Vostro-office/small business desktop and notebook systems
 N series -desktop and notebook computers shipped with Linux or free dos
installed
 Latitude -commercially focused notebooks
 Precision –workstation systems and high-performance notebooks
 Power edge -business servers
 Power vault direct-attach and some network attached storage (NAS)
 Power connect -network switches
 Dell/EMC -storage area networks

Home Office/ Consumer Class:

 Dimension- Consumer desktop systems
 Inspiron –consumer desktop and notebook computers
 Studio -mainstream desktop and laptops
 XPS -high end desktop and notebook computers
 Studio XPS- high end design focus of XPS system and extreme multimedia
capability
 Alienware -high performance gaming system
 Adamo -high end luxury laptops
Peripherals:

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  USB keydevices, LCD televisions, printers.
 Dell monitors LCD TVs, plasma TV’s, and projectors for HDTV’s and monitors.
Services and support:
 Dell on call-extended support services
 Dell Support Center- extended support services
 Dell business support and your tech team (a support team available to home
users).
DELL ORGANISATIONAL STRUCTURE
The structure of Dell’s organization on the basis of on the number of divisions,
from the factory to High Command is very slight hierarchy to slow down a decision
making process.
Structure of the organization be relatively permanent and is designed to facilitate
the achievement of something, This means that sometimes changes, what can be
achieved change, or changes in the structure has come for senior management to change
its views on the mainly agreeable structure to achieve specific results.
The formal structure of the organization, which select to organization, and senior
management, by inference, and this is to consider the question of choice. Structure of
the division organization of component part to determine what these roles will play in
achieving the goals and specific results for the whole organization. The structure of
organization also provides for monitor and coordination of all parts to realization these
goals.

STRATEGY

Corporate strategy:

Dell’s corporate strategy is to provide directly to customers. To provide high

technology quality products and services through customization. Their strategy also

25
includes cost cutting where ever possible.

Business strategy:

Dell’s business strategy combines its direct customer model with a highly
efficient manufacturing and supply chain management organization and an emphasis on
standards based technologies.
This strategy enables Dell to provide customers with superior value; high-quality,
relevant technology; customized systems; superior services and support; and products
and services that are easy to buy and use.

Functional strategy:
Cost leader ship through direct sell model. In direct sales model it sells directly
to customers, which has the following characteristics:
• Efficient supply chain/distribution system
• Just-In-Time inventory system reduces costs
• Direct sales by using www.dell.com
• Internet increases good relations with consumers & suppliers
• Impressive Supply Chain Management
• Strong strategic alliances with other companies
• Direct Business Model = Customization + Customer service

SALES AND MARKETING

We sell our products and services directly to customers through our online store
at www.dell.com, dedicated sales representatives, telephone-based sales, and through a
variety of indirect sales channels. Our customers include large global and national
corporate businesses, public institutions including government, education and
healthcare organizations, and law enforcement agencies. Our customers also include

26
small and medium-sized businesses,
Individual customers and retailers. Within each geographic region, we have divided our
sales resources among these various customer groups. No single customer accounted for
more than 10% of our consolidated net revenue during any of the last three fiscal years.
Our sales and marketing efforts are organized around the evolving needs of our
customers. Our direct business model provides direct communication with our
customers, thereby allowing us to refine our products and marketing
Programs for specific customer groups. Customers may offer suggestions for current
and future Dell products, services, and operations on an interactive portion of our
Internet website called Dell Idea Storm. This constant flow
of communication allows us to rapidly gauge customer satisfaction and target new or
existing products.
For large business and institutional customers, we maintain a field sales force
throughout the world. Dedicated account teams, which include field-based system
engineers and consultants, form long-term relationships to provide our largest customers
with a single source of assistance, develop specific tailored solutions for these
customers, and provide us with customer feedback. For large, multinational customers,
we offer several programs designed to provide single points of contact and
accountability with global account specialists, special global pricing, and consistent
global service and support programs. We also maintain specific sales and marketing
programs targeted at federal, state, and local governmental agencies, as well as
healthcare and educational customers.
We market our products and services to small and medium-sized businesses and
consumers primarily by advertising on television and through the Internet, advertising
in a variety of print media, and mailing or emailing a broad range of direct marketing
publications, such as promotional materials, catalogues, and customer newsletters.
We also sell our products and services through indirect sales channels. In the
U.S., we sell products indirectly through third-party solution providers, system

27
integrators, and third-party resellers. We also offer select consumer products in retail
stores in several countries in the Americas, Europe, the Middle East, and Africa, which
we refer to as “EMEA,” and Asia-Pacific Japan (“APJ”). Outside the U.S., we sell
products indirectly through selected retailers to benefit from the retailer’s existing end-
user customer relationships and valuable knowledge of traditional customs and logistics
in the country and to mitigate credit and country risk as well as because sales in some
countries may be too small to warrant a direct sales business unit. Our goal is to have
strategic relationships with a number of major retailers in larger geographic regions.
During Fiscal 2010, we continued to expand our global retail presence, and we now
reach over 56,000 retail locations worldwide. Our retailers include Best Buy, Staples,
Wal-Mart, DSGI, GOME, and Carrefour, among others.

28
 INDUSTRY PROFILE
Introduction
India is the world's largest sourcing destination for the information technology
(IT) industry, accounting for approximately 67 per cent of the US$ 124-130 billion
market. The industry employs about 10 million workforces. More importantly, the
industry has led the economic transformation of the country and altered the perception
of India in the global economy. India's cost competitiveness in providing IT services,
which is approximately 3-4 times cheaper than the US, continues to be the mainstay of
its Unique Selling Proposition (USP) in the global sourcing market. However, India is
also gaining prominence in terms of intellectual capital with several global IT firms
setting up their innovation centres in India.
The IT industry has also created significant demand in the Indian education
sector, especially for engineering and computer science. The Indian IT and ITeS
industry is divided into four major segments – IT services, Business Process
Management (BPM), software products and engineering services, and hardware.
The IT-BPM sector which is currently valued at US$ 143 billion is expected to
grow at a Compound Annual Growth Rate (CAGR) of 8.3 per cent year-on-year to US$
143 billion for 2015-16. The sector is expected to contribute 9.5 per cent of India’s
Gross Domestic Product (GDP) and more than 45 per cent in total services export in
2015-16.

Market Size
The Indian IT sector is expected to grow at a rate of 12-14 per cent for FY2016-
17 in constant currency terms. The sector is also expected triple its current annual
revenue to reach US$ 350 billion by FY 2025.
India ranks third among global start-up ecosystems with more than 4,200 start-
ups. India’s internet economy is expected to touch Rs 10 trillion (US$ 146.72 billion) by

29
2018, accounting for 5 per cent of the country’s GDP. India’s internet user base reached
over 400 million by May 2016, the third largest in the world, while the number of social
media users grew to 143 million by April 2015 and smartphones grew to 160 million.
Public cloud services revenue in India is expected to reach US$ 1.26 billion in
2016, growing by 30.4 per cent year-on-year. The public cloud market alone in the
country was estimated to treble to US$ 1.9 billion by 2018 from US$ 638 million in
2014. Increased penetration of internet (including in rural areas) and rapid emergence of
e-commerce are the main drivers for continued growth of data centre co-location and
hosting market in India. The Indian Healthcare Information Technology (IT) market is
valued at US$ 1 billion currently and is expected to grow 1.5 times by 2020. India's
business to business (B2B) e-commerce market is expected to reach US$ 700 billion by
2020 whereas the business to consumer (B2C) e-commerce market is expected to reach
US$ 102 billion by 2020
Indian IT's core competencies and strengths have attracted significant
investments from major countries. The computer software and hardware sector in India
attracted cumulative Foreign Direct Investment (FDI) inflows worth US$ 21.02 billion
between April 2000 and March 2016, according to data released by the Department of
Industrial Policy and Promotion (DIPP).
Indian start-ups are estimated to have raised US$ 1.4 billion across 307 deals in
quarter ending March 2016.
Most large technology companies looking to expand have so far focused
primarily on bigger enterprises, but a report from market research firm Zinnov
highlighted that the small and medium businesses will present a lucrative opportunity
worth US$ 11.6 billion in 2015, which is expected to grow to US$ 25.8 billion in 2020.
Moreover, India has nearly 51 million such businesses of which 12 million have a high
degree of technology influence and are looking to adopt newer IT products, as per the
report.

30
Some of the major developments in the Indian IT and ITeS sector are
as follows:

 Druva Incorporation, a data protection firm, has received US$ 51 million in a

funding round led by its existing investor Sequoia Capital India along with new
investor EDBI which is the investment arm of the Singapore Economic
Development Board (EDB).
 Google, the American technology giant, has launched a new Wi-Fi platform called
Google station, under which the company will install Wi-Fi hot spots in places
frequented by a large number of people like malls, cafes, universities.
 Reliance Industries Ltd (RIL) plans to set up entrepreneurship hubs in key cities and
towns, and a Rs 5,000 crore (US$ 748 million) fund, under the name of Jio Digital
India Startup Fund, to invest in technology based startups.
 Gurgaon-based digital wallet start-up MobiKwik, which is owned and operated by
One MobiKwik Systems Private Limited, has raised US$ 40 million from Nasdaq-
listed firm Net1, a South African payments technology company.
 Orange Business Services, the business services arm of Orange Group, has launched
a state data centre for Himachal Pradesh government, which will be the first data
centre in India to be designed using 'green' data centre concepts that minimise power
requirements and increase power utilisation efficiency.
 PurpleTalk Inc, a US based mobile solutions company, has invested US$ 1 million
in Nukkad Shops, a Hyderabad based uber-local commerce platform that helps
neighbourhood retail stores take their businesses online through a mobile app.
 KartRocket, a Delhi based e-commerce enabler has completed its US$ 8 million
funding round by raising US$ 2 million from a Japanese investor, which will be
used to enhance Kraftly, a mobile-first online-to-offline marketplace targeting small

31
 sellers, individuals and home-based entrepreneurs in India in product categories
such as apparel and accessories.
 Mumbai-based baby care and kids products e-tailer, Hopscotch.in, has raised US$
13 million in a Series C round of funding from Facebook co-founder Mr Eduardo
Saverin, which will help the firm in growth and expansion of its technology
platform.
 MoMark Services, a mobile based customer engagement platform for small and
medium businesses, has raised US$ 600,000 from YourNest Angel Fund and LNB
Group, to scale up its product offerings and talent acquisition.
 Shouut, a social discovery app by Giant Tech Labs Pvt Ltd, which helps consumers
discover deals, buy event tickets or redeem coupons, has raised US$ 500,000 in
angel funding from a high net-worth individual angel investor based in India.
 Apple Inc. plans to set up its first technology development centre outside the US in
Hyderabad with an investment of US$ 25 million, which is expected to create 4,500
jobs, as per Mr Jayesh Ranjan, Secretary, IT for the state of Telangana.
 Xpressbees, an e-commerce logistics firm operated by Busybees Logistics Solutions
Private Limited, has raised US$ 12.5 million in a Series A funding, led by its
existing investors SAIF Partners, IDG Ventures, Vertex Ventures and Valiant
Capital, which will be used to strengthen technology initiatives and processes of the
firm.
 Housejoy, an online home services provider, has raised Rs 150 crore (US$ 22
million) in a Series B round of funding led by Amazon, and which also includes new
investors such as Vertex Ventures, Qualcomm and Ru-Net Technology Partners.
 Global PE firm Blackstone Group has acquired a minority stake in an Indian travel,
transportation and logistics software firm, IBS Software, for US$ 170 million, by
buying the stake from General Atlantic and few other shareholders.

32
 India’s top-tier IT company, Infosys Ltd, has bought a minority stake worth US$ 3
million in Whoop, which is a US-based start-up that makes activity trackers worn by
athletes.
 Microsoft Ventures is planning to incubate 500 start-ups in India in the next five
years with a vision to create a viable and profitable business out of the booming
start-up sector in India.
 National Association of Software and Services Companies (NASSCOM) plans to
open four more tech start-up incubation centres in different parts of India, in
addition to existing three, in support of Government of India’s ‘Start-up India’
initiative.
 Nasscom Foundation, a non-profit organisation which is a part of Nasscom, has
partnered with SAP India to establish 25 National Digital Literacy Mission (NDLM)
centres in 12 cities across India, as a part of Government of India's Digital India
initiative.
 Infosys, India’s second largest Information Technology services company has
acquired US-based Noah Consulting, a provider of advanced information
management consulting services for the oil and gas industry.
 US-based Callidus Software Inc, cloud-based sales, marketing, learning and
customer experience solutions provider, has opened its centre in Hyderabad and also
launched its ‘The Lead to Money’ suite in Indian markets.
 Wipro Ventures, Wipro’s US$ 100 million corporate venture arm, plans to invest in
early-stage Venture Capital (VC) funds based in the US to pursue a strategy of
investing/partnering country-focussed VCs.
 A recent study by research firm International Data Corporation (IDC) suggests that
India may soon be able to catch up with the global technology trends that have
disrupted enterprises, industry and the way consumers behave and transact.

33
 Reliance is building a 650,000 square feet (sq ft) data centre in India—its 10th data
centre in the country—with a combined capacity of about 1 million sq ft and an
overall investment of US$ 200 million.
 Intel Corp plans to invest about US$ 62 million in 16 technology companies,
working on wearable, data analytics and the Internet of Things (IoT), in 2015
through its investment arm Intel Capital. The Indian IoT industry is expected be
worth US$ 15 billion and to connect 28 billion devices to the internet by 2020.

34
Government Initiatives
Some of the major initiatives taken by the government to promote IT and ITeS
sector in India are as follows:
 Mr Ravi Shakar Prasad, Minister of Communication and Information Technology,
announced plan to increase the number of common service centres or e-Seva centres
to 250,000 from 150,000 currently to enable village level entrepreneurs to interact
with national experts for guidance, besides serving as a e-services distribution point.
 The Government of Telangana has signed an agreement with network solutions
giant Cisco Systems Incorporation, to cooperate on a host of technology initiatives,
including Smart Cities, Internet of Things, cybersecurity, education digitisation of
monuments.
 The Railway Ministry plans to give a digital push to the India Railways by
introducing bar-coded tickets, Global Positioning System (GPS) based information
systems inside coaches, integration of all facilities dealing with ticketing issues, Wi-
Fi facilities at the stations, super-fast long-route train service for unreserved
passengers among other developments, which will help to increase the passenger
traffic.
 The Pune Smart City Development Corporation (PSCDCL) has signed a
memorandum of understanding (MOU) with the European Business and Technology
Centre (EBTC), which will allow it to gain access to real-time knowledge of
technologies, solutions and best practices from Europe.
 The e-Tourist Visa (e-TV) scheme has been extended to 37 more countries thereby
taking the total count of countries under the scheme to 150 countries.
 Department of Electronics & Information Technology and M/s Canbank Venture
Capital Fund Ltd plan to launch an Electronics Development Fund (EDF), which
will be a 'Fund of Funds' to invest in 'Daughter Funds' which would provide risk

35
 capital to companies developing new technologies in the area of electronics, nano-
electronics and Information Technology (IT).
 The Human Resource Development (HRD) Ministry has entered into a partnership
with private companies, including Tata Motors Ltd, Tata Consultancy Services Ltd
and real-estate firm Hubtown Ltd, to open three Indian Institutes of Information
Technology (IIITs), through public-private partnership (PPP), at Nagpur, Ranchi and
Pune.
 Government of India is planning to develop five incubation centres for 'Internet of
Things' (IoT) start-ups, as a part of Prime Minister Mr Narendra Modi's Digital
India and Startup India campaign, with at least two centres to be set up in rural areas
to develop solutions for smart agriculture.
 The Government of India has launched the Digital India program to provide several
government services to the people using IT and to integrate the government
departments and the people of India. The adoption of key technologies across
sectors spurred by the 'Digital India Initiative' could help boost India's Gross
Domestic Product (GDP) by US$ 550 billion to US$ 1 trillion by 2025@@.
 India and the US have agreed to jointly explore opportunities for collaboration on
implementing India's ambitious Rs 1.13 trillion (US$ 16.58 billion) ‘Digital India
Initiative’. The two sides also agreed to hold the US-India Information and
Communication Technology (ICT) Working Group in India later this year.
 The Government of Telangana has begun construction of a technology incubator in
Hyderabad—dubbed T-Hub—to reposition the city as a technology destination. The
state government is initially investing Rs 35 crore (US$ 5.14 million) to set up a
60,000 sq ft space, labelled the largest start-up incubator in the county, at the
campus of International Institute of Information Technology-Hyderabad (IIIT-H).
Once completed, the project is proposed to be the world’s biggest start-up incubator
housing 1,000 start-ups.

36
 The Department of Electronics and Information Technology (DeitY) plans to start a
digital literacy programme, aimed at training over six crore Indians in the next three
years to empower them for digital inclusion.

37
Road Ahead
India is the topmost off shoring destination for IT companies across the world. Having
proven its capabilities in delivering both on-shore and off-shore services to global
clients, emerging technologies now offer an entire new gamut of opportunities for top
IT firms in India. Social, Mobility, Analytics and Cloud (SMAC) are collectively
expected to offer a US$ 1 trillion opportunity. Cloud represents the largest opportunity
under SMAC, increasing at a CAGR of approximately 30 per cent to around US$ 650-
700 billion by 2020. The social media is the second most lucrative segment for IT firms,
offering a US$ 250 billion market opportunity by 2020. The Indian e-commerce
segment is US$ 12 billion in size and is witnessing strong growth and thereby offers
another attractive avenue for IT companies to develop products and services to cater to
the high growth consumer segment.

38
 Chapter 3
PRODUCT PROFILE

39
 Product Profile

Introduction
A laptop computer is a personal computer use. A laptop has most of the same
components as a desktop computer, including a display, a keyboard, a pointing device
such as a touchpad and/or a pointing stick, and speakers into a single unit. A laptop is
powered by mains electricity via an AC adapter, and can be used away from an outlet
using a rechargeable battery. Laptops are also sometimes called notebook
computers, notebooks, ultra books or notebooks.
Portable computers, originally monochrome CRT-based and developed into the
modern laptops, were originally considered to be a small niche market, mostly for
specialized field applications such as the military, accountants and sales representatives.
As portable computers became smaller, lighter, cheaper, more powerful and as screens
became larger and of better quality, laptops became very widely used for all sorts of
purposes.
History
AS the personal computer (PC) became feasible in the 1970s, the idea of a
portable personal computer followed. A "personal, portable information manipulator"
was imagined by Alan Kayat Xerox PARC in 1968, and described in his 1972 paper as
the "Dynabook".
As 8-bit CPU machines became widely accepted, the number of portables
increased rapidly. The Osborne 1, released in 1981, used the Zilog Z80 and weighed
23.6 pounds (10.7 kg). It had no battery, a 5 in (13 cm) CRT screen, and dual 5.25 in
(13.3 cm) single-density floppy drives. In the same year the first laptop-sized portable
computer, the Epson HX-20, was announced. The Epson had a LCD screen, a
rechargeable battery, and a calculator-size printer in a 1.6 kg (3.5 lb) chassis. Both
Tandy/RadioShack and HP also produced portable computers of varying designs during
this period.

40
 The first laptops using the flip form factor appeared in the early 1980s. The
Dulmont Magnumwas released in Australia in 1981–82, but was not marketed
internationally until 1984–85. The US$8,150 (US$19,630 today) GRiD Compass 1100,
released in 1982, was used at NASA and by the military among others. The Gavilan SC,
released in 1983, was the first computer described as a "laptop" by its manufacturer.
From 1983 onward, several new input techniques were developed and included in
laptops, including the touchpad (Gavilan SC, 1983), the pointing stick (IBM
ThinkPad700, 1992) and handwriting recognition (Linus Write-Top, 1987). Some
CPUs, such as the 1990 Intel i386SL, were designed to use minimum power to increase
battery life of portable computers, and were supported by dynamic power management
features such as Intel SpeedStep and AMD Power Now in some designs.

Displays reached VGA resolution by 1988 (Compaq SLT/286), and colour

screens started becoming a common upgrade in 1991 with increases in resolution and
screen size occurring frequently until the introduction of 17"-screen laptops in 2003.
Hard drives started to be used in portables, encouraged by the introduction of 3.5"
drives in the late 1980s, and became common in laptops starting with the introduction
of 2.5" and smaller drives around 1990; capacities have typically lagged behind
physically larger desktop drives. Optical storage, read-only CD-ROM followed by
writeable CD and later read-only or writeable DVD and Blu-ray, became common in
laptops soon in the 2s.

PRODUCT FEATURES
Most modern laptops feature 12 inch (304.8mm) or large active matrix displays with
resolutions of 1024*768-pixcels and above
CLASSIFICATION OF LAPTOPS
The term "laptop" can refer to a number of classes of small portable computers:

41
Netbook
Netbooks are laptops that are light-weight, economical, energy-efficient and
especially suited for wireless communication and Internet access. Hence the name
netbook (as "the device excels in web-based computing performance").

Desktop replacement
A desktop-replacement computer is a laptop that provides most of the
capabilities of a desktop computer, with a similar level of performance. Desktop
replacements are usually larger and heavier than standard laptops. They contain
more powerful components and have a 15" or larger display. They are bulkier than
and not as portable as other laptops, and their operation time on batteries is typically
shorter; they are intended to be used as compact and transportable alternatives to a
desktop computer.

Subnotebook
A subnotebook or ultraportable, is a laptop designed and marketed with an
emphasis on portability (small size, low weight and often longer battery life) that
retains performance close to that of a standard notebook. Subnotebooks are usually
smaller and lighter than standard laptops, weighing between 0.8 and 2 kg (2 to 5
pounds); the battery life can exceed 10 hours when a large battery or an additional
battery pack is installed.
Tablet laptop: Typical modern convertible laptops have a complex joint
between the keyboard housing and the display permitting the display panel to swivel
and then lie flat on the keyboard housing. Tablet PC have touch screens. There are
"convert able tablets" with a full keyboard where the screen rotates to be used atop the
keyboard, and "slate" form-factor machines which are usually touch-screen only.

42
 Rugged laptop: A rugged/ruggedized laptop is designed to reliably operate in
harsh usage conditions such as strong vibrations, extreme temperatures, and wet or
dusty environments. Rugged laptops are usually designed from scratch, rather than
adapted from regular consumer laptop models. Rugged laptops are bulkier, heavier, and
much more expensive than regular laptops, and thus are seldom seen in regular
consumer use.

Ultra book: A very thin version of a laptop usually less than an inch thick. Most
versions of Ultrabooks contain SSD, or Solid-State Drives, instead of the common
Laptop Hard Disk Drives. Although this term (like Netbook) was coined and
popularised by Intel, one of the most prominent examples is Apple's Macbook Air.

ADVANTAGES OF LAPTOPS
Productivity: Using a laptop in places where a desktop PC cannot be used, and at
times that would otherwise be wasted. For example, an office worker is managing their
e-mails during an hour-long commute by train, or a student doing his/her homework at
the university coffee shop during a break between lectures.

Immediacy: Carrying a laptop means having instant access to various information,

personal and work files. Immediacy allows better collaboration between coworkers or
students, as a laptop can be flipped open to present a problem or a solution anytime,
anywhere.

Up-to-date information: If a person has more than one desktop PC, a problem of
synchronization arises: changes made on one computer are not automatically
propagated to the others. There are ways to resolve this problem, including physical
transfer of updated files (using a USB flash memory stick or CDRs) or using
synchronization software over the Internet. However, using a single laptop at both

43
locations avoids the problem entirely, as the files exist in a single location and are
always up-to-date.

Connectivity: A proliferation of Wi-Fi wireless networks and cellular broadband

data services combined with a near-ubiquitous support by laptops means that a laptop
can have easy Internet and local network connectivity while remaining mobile. Wi-Fi
networks and laptop programs are especially widespread at university campuses.

COMPONENTS
The basic components of laptops are similar in function to their desktop
counterparts, but are miniaturized, adapted to mobile use, and designed for low power
consumption. Because of the additional requirements, laptop components are usually of
inferior performance compared to similarly price desktop parts. Furthermore, the design
bounds on power, size, and cooling of laptops limit the maximum performance of laptop
parts compared to that of desktop components.
The following list summarizes the differences and distinguishing features of laptop
components in comparison to desktop personal computer parts:
Motherboard
Central processing unit (CPU)
Memory (RAM)
Expansion cards
Power supply
Battery
Video display controller
Display
Removable media drives

44
 Input divice
Ports
TECHNICAL SPECIFICATION
Upgradeability
Upgradeability of laptops is very limited compared to desktops, which are
thoroughly standardized. In general, hard drives and memory can be upgraded easily.
Optical drives and internal expansion cards may be upgraded if they follow an industry
standard, but all other internal components, including the motherboard, CPU and
graphics, are not always intended to be upgradeable. Intel, Asus, Compal, Quanta and
other laptop manufacturers have created the Common Building Block standard for
laptop parts to address some of the inefficiencies caused by the lack of standards.
The reasons for limited upgradeability are both technical and economic. There is
no industry-wide standard form factor for laptops; each major laptop manufacturer
pursues its own proprietary design and construction, with the result that laptops are
difficult to upgrade and have high repair costs. With few exceptions, laptop components
can rarely be swapped between laptops of competing manufacturers, or even between
laptops from the different product-lines of the same manufacturer.

Durability
Due to their portability, laptops are subject to more wear and physical damage
than desktops. Components such as screen hinges, latches, power jacks and power cords
deteriorate gradually due to ordinary use. A liquid spill onto the keyboard, a rather
minor mishap with a desktop system, can damage the internals of a laptop and result in
a costly repair. One study found that a laptop is three times more likely to break during
the first year of use than a desktop.
Security and privacy
Because they are valuable, common, and portable, laptops are prized targets for
theft. The cost of stolen business or personal data, and of the resulting problems

45
(identity theft, credit card fraud, breach of privacy), can be many times the value of the
stolen laptop itself. Consequently, physical protection of laptops and the safeguarding of
data contained on them are both of great importance.
Accessories
A common accessory for laptops is a laptop sleeve or laptop case, which provides
a degree of protection from drops or impacts. Sleeves, which are distinguished by being
relatively thin and flexible, are most commonly made of neoprene, with sturdier ones
made of LRPu (low-resilience polyurethane), with some wrapped in ballistic nylon to
provide some measure of waterproofing. Bulkier and sturdier cases can be made of
metal with polyurethane padding inside, and may have locks, for added security.

List of laptop brands and manufacturers

Major brands

Acer - TravelMate, Extensa, Ferrari, Aspire

Gateway
Emachines
Packard Bell - EasyNote
Apple - MacBook, MacBook Air, MacBook Pro
ASUS - Asus Eee, Lamborghini
Dell - Inspiron, Latitude, Precision, Studio, Vostro, XPS, Studio XPS
Alienware
Fujitsu - LifeBook, Stylistic
Hewlett-Packard - HP Pavilion, HP Omnibook, HP Compaq Notebooks
Compaq - Evo, Armada, LTE, Presario
Itautec - Itautec, Infoway

46
Lanix - Lanix Portatiles, Neuron
Lenovo - ThinkPad, IdeaPad, 3000 series
Micro-Star International (MSI) - Megabook, Wind
Panasonic - Toughbook, Satellite, Let's Note (available in Japan only)
Samsung Electronics - Sens
Positivo Informática - Positivo, Platinum, Aureum, Unique, Premium
Sony - VAIO
Toshiba - Dynabook, Portege, Tecra, Satellite, Qosmio, Libretto

47
CATAGORIES OF DELL LAPTOP

1. Dell Vostro laptop 2520

Processor  2nd Generation Intel® Core™ i3-2348M processor (3M

Cache, 2.3 GHz)
Operating  Windows 8 Single Language, English (64bit)
System
Display  15.6" HD WLED Anti-Glare (1366x768)--for ICC
Memory  4GB (4GB x1) DDR3 1600Mhz
Hard Drive  500GB 5400RPM SATA Hard Drive
Video Card  Intel® HD Graphics/Intel® HD Graphics 3000 (depends on
processor selected)--for ICC
Optical Drive  12.7" SATA tray load DVD+/-RW--for ICC
Security  McAfee Security Center 12 Month Subscription
Software
Wireless  Dell Wireless 1704 802.11b/g/n, Bluetooth v4.0+LE--for
ICC
Primary Battery 6-cell Lithium Ion (48WHr, 2.2AHr )
Warranty  1 Year Next Business Day Onsite Service

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 2. Dell Latitude E6430 ATG premier laptop

Processor 3rd Generation Intel® Core™ i3-3120M processor (3M Cache, 2.5
GHz)
Operating Windows 8 Single Language, English (64bit)
System
Display 14.0" HD WLED Anti-Glare (1366x768)--for ICC
Memory2 4GB (4GB x1) DDR3 1600Mhz
Hard Drive 500GB 5400RPM SATA Hard Drive
Video Card NVIDIA® GeForce® GT 620M 1GB--for ICC
Optical Drive 12.7" SATA tray load DVD+/-RW--for ICC
Warranty 3 Years Next Business Day Onsite Service
Advertised 2.19 kg.
System Weight

3. Dell Precision M6700 mobile Workstation

49
Processor 3rd Generation Intel® Core™ i5-3230M processor (3M Cache, up to
3.2 GHz)
Operating Windows 8 Single Language, English (64bit)
System
Display 15.6 inch Wide Display HD (1366 x 768) w/anti-glare for ICC
Memory2 4GB DDR3 SO-DIMM AT 1600MHz-1X4GB
Hard Drive 500GB 7200RPM SATA HDD Drive for ICC
Video Card AMD Radeon™ HD 7670M 1GB DDR3 for ICC
Optical Drive 12.7" SATA tray load DVD+/-RW
Warranty 3 Years Next Business Day Onsite Service
Advertised 2.57 kg.
System
Weight

50
 DEALER PROFILE
“Sharavathi Computers”
Serving the source of power

INTRODUCTION:
The case study of this project report refers to the firm “Sharavathi Computers”.
This chapter deal with the various aspects of the shop such as its establishment,
location, Annual Sales, Turn over, Marketing mix, Product, Price, Promotion,
Distribution Channel, capital investments means of finance and management.
Sharavathi Computers is the authorized dealer of personal computer (PC’s),
Palmtops, Laptops, CPU’s, UPS’s and other spire part of the computer like Monitor
(TFT, CRT, LCD & LED), Motherboard, Central processing unit (CPU), Memory
(RAM), Expansion cards, Power supply, Battery, Video display controller, Display,
Removable media drives, Input device, head phones, connectors, pen drives, memory
cords etc..
Sharavathi Computers is located in the center of the town, it came has its existence
since 6 years with to serve public with efficient sales and service station for all
computer.
Sharavathi Computers is the proprietorship business Mr. Avinash is a proprietor
and manages all official service effectively. Sharavathi Computers (computer sales and
service center) is situated in, Durgigudi, Shivamogga 577201. The service center is also
available inside the Sharavathi Computer and also has spares and accessories of the
computer.
Sharavathi Computers” is located in a rented building in Park Extension, 2nd
Cross, Durgigudi, and Shivamogga. This shop is located in such a way that it is
convenient to distribute products to customer easily. The building measurement is 2,500
sq feet.

51
52
ESTABLISHMENT
“Sharavathi Computers” is the distributor of Dell products in Shivamogga
district. Apart from Dell products they are also distributor of Acer, Epson, IBM,
Lenovo, Sony and also spire parts of compute. They also give hardware and networking
service.
They have obtained sales at registration from the commercial Tax office,
Shivamogga. The Sharavathi Computers is paying Rs. 4,500/- per month as rent and the
owner had paid Rs. 1 lakh as advance. The owner had paid 50,000 deposits to take
DELL company dealership.

OBJECTIVES OF THE FIRM

The most important objective of every business firm is to earn profit to
employees themselves in business. The main objective of “Sharavathi Computers” is to
provide better service to the customers. So customer satisfaction is also very important
objective, it increases sales and automatically increases profit. Other objectives are as
follows:
1. To earn adequate amount of livelihood.
2. To supply continuously products and services of standard quality, which the
society wants.
3. Regular and timely payment of taxes.
4. To respect ethical and moral norms of society.
5. To deal with workers in sympathetic manner.
6. To listen to the employees of their suggestions in matter affecting the decisions
regarding them or the business.

Thus the firm has been fulfilling the above said economical, socio-economic,
social and human objectives.Total fixed capital of the owner is 2.5 lakhs. The owner can
raise additional finance through an overdraft arrangement with the banker. They have

53
banking transactions with State Bank of Mysore.

CAPITAL STRUCTURE OF THE FIRM

The initial capital of firm Rs. 5, 00,000/-. In that 2 lakhs are the own
contribution of owner and remaning was borrowed from State Bank of India, in
the year in 1996. This money was used for the purpose of purchasing products
and other expenses of the showroom.

PROBLEMS OF THE “Sharavathi Computers”:

Lack of incentives to the retail dealers: Company is not giving any incentive
to the dealers for the sales of Dell products. So, the retailers also not take any special to
sell the Dell products. When retailers will not purchase more and how can the stockiest
and agents sell the more?
Company should think about the sales force of the Dell products by giving
incentives to retailers and average display contest and then only agency can distributes
and sells the product more and more.
Area of operation: For the “Sharavathi Computers” area of the Shivamogga city is
given for its distribution is very high. In the heart of the city most of the consumers
purchase Dell products because of taste, quality etc. But the cost of Dell products are
little high when compare to other products and so it is not reachable for all types of
consumers.

Utility supply of stock: Company must operate with dealers or agency favorable by
supplying stock to them in timely, which would result in good sales and distribution of
the product by the agency. But some time supply of stock have not made by the
company in timely it may lead to the decrease in the customers demand.
Because of shortage of supply the customer may prefer any other branded laptop

54
which is available very easy to the customer. This ultimately led to loss for the
company.

MARKETING MIX STRATEGY

MARKETING MIX:
The marketing of any firm is controlled by internal factors and external factors.
Controllable sources are those which are within the holding of an organization. They
are product, price, promotion and distribution.
The blending of these controllable factor viz., product, price, promotion and
distribution into a marketing plan is called marketing mix of the firm. According to
Philip Kotler “Marketing mix is the set controllable variables that the firm can use to
influence the buyer’s response”.
“Sharavathi Computers” has devised the marketing mix very effectively. It has
been making adjustment in its marketing mix strategy. When there are changes in
external factors like buyer’s behavior, competitor’s behavior and Government
behavior.

MARKETING MIX OF OM COMPUTERS

1. Product: -
Product is a set of tangible and intangible attributes which provide wants
satisfying benefits to a buyer in an exchange of value or money such attributes includes
color, price, packaging and the reputation.
In Sharavathi computer they sell various types of product, the products items
marketed by Sharavathi computer are as follows.

Products available in Sharavathi Computer:

55
  Personal Computer (PC’s)  Palmtops
 Monitors (TFT, CRT, LCD  Laptops
and LED),  Motherboard
 Processers or Central  Mouse
processing unit (CPU)  Key board
 Random Accesses Memory  Printer
(RAM)  Expansion cards
 UPS & Battery  Speakers&
 Switch Mod Power Supply woofers
(SMPS)  Cabinets
 Video display controller  Input device
 Removable media drives  Head phones
 Memory cords.  Connectors
 Pen drives
Dell Products available in Sharavathi Computer:
 All kind of lap top available from Dell
 Monitors, PC’s etc...
2. Promotion: -
Promotion is any marketing effort whose function is to inform persuade actual
or potential consumers about the merit of a given product. Dell products are advertises
various media like TV, radio, internet, newspapers, outdoor posters etc. the Sharavathi
computer take up advertising of the product in local news papers, pomp lets, it also
increase the firm images.
3. Distribution:-
The channel of distribution for the product is the ownership or title of the
product to the ultimate consumers. “Sharavathi Computers” is supplying products at
their shop. It sells the product directly to the customer. Distribution consists of all the

56
activities involved in the physical transfer of goods from the manufacturer to the
ultimate customer.
4. Pricing:-
Price is the index of value. It is what w pay for what we get. It is what the
consumers pays or is expected to pay in exchange and anticipation of the expected
utility. Price of the product is fixed by the company. “Sharavathi Computers” sells the
product according to the price fixed by the company.
5.Place: -
In Shivamogga the Sharavathi Computers located in beside Seetharam Kalyana
mandira, park extension, 2nd cross durgigudi. The place is highly accesable for
Shivamogga locals and surroundings villages

Chapter 4
DATA AND ANALYSIS AND INTERPRETATION

57
 DATA AND ANALYSIS AND INTERPRETATION

Introduction
The data collected has to be properly tabulated for the purpose of analysis and
interpretation. The data collected using the primary sources such as customer survey has
been analyzed in this chapter followed by its analysis and interpretation in the following
paragraphs.
Table No1:
Table showing the Number of respondents categorized on basis of Age
Age No. of respondents Percentage
18- 22 23 46
22-26 14 28
26-30 8 16
30 and above 5 10
Total 50 100

Graph No1:

Graph showing the Number of respondents categorized on basis of Age

10.00%
16.00% 18- 22
46.00% 22-26
26-30
30 and above
28.00%

ANALYSIS AND INTERPRETATION: From the above table we can say that

58
majority of the respondents belong to age group 18-22 years are 46% , 22-26 years are
28%, 26-30 years are 16%, 30 & above years are 10%.
Table no 2:
Table showing classification of respondents according to their occupation
Occupation No. of Respondents Percentage
Business man 12 24%
Professionals 10 20%
Student 25 50%
other 3 6%
Total 50 100%

Graph No2:

Graph showing classification of respondents according to their occupation

Occupation
60%

50%
% of the respondents

40%

30%

20%

10%

0%
Business man Professionals Student other

ANALYSIS AND INTERPRETATION:

From the above table we can say that majority of the respondents belong to
Students Group i.e. 50%, followed by 24% are others. 20% are Professionals. And 6%
are others. So it can be inferred that dell is preferred by all walks of people and can be
concluded that is popular among masses.

59
60
Table No: 3

Table showing the No. of respondents categorized on basis of income

Income ( Rs) No. of respondents Percentage
50000-100000 9 18
100000-150000 10 20
150000-200000 18 36
above 200000 13 26
Total 50 100
.

Graph No: 3
Graph showing the No. of respondents categorized on basis of income

Income (Rs)
40
35
30
% of the respondents

25
20
15
10
5
0
50000-100000 100000-150000 150000-200000 above 200000

ANALYSIS AND INTERPRETATION:

From the above table it is clear that maximum percentage of the respondents are
from the income group of Rs.150000 to 200000 followed by 26% respondents of
income group of above200000, followed by 20% accounts for income group 10000-
150000& above, then by the respondents of income group 50000-10000 accounts for
15%.

61
Table No.4
The table showing that Factors considered by the respondents before purchasing
laptops.
Factors 1 2 3 4 5 Total

Price 1 2 13 16 18 50
Brand name 1 2 6 9 32 50
Performance of laptop 1 2 3 7 37 50
Design and outlook 1 3 7 11 28 50
Technology 2 1 1 14 32 50
Configuration 1 2 5 2 40 50

Graph No 4
The Graph showing that Factors considered by the respondents before purchasing
laptops.

45
40
35
30
25
20
No. of respondents

15
10
5
0

ANALYSIS AND INTERPRETATION: Out of five factors respondents are giving

highest factors rank to purchasing laptops to configuration. Followed by performance
brands, technology, Designs and outlook of the least for price. Price is not important
other functions are most important.

62
Table No 5:

Table showing classification of respondents according to their Purpose of laptop

Purpose of laptop No.of Respondents Percentage
Personal use 10 20
Business use 12 24
Educational 25 50
other 3 6
Total 50 100

Graph No 5:
Graph showing classification of respondents according to their purpose of
laptop.

6.00%
20.00%

Personal use
Business use
Educational
50.00% other
24.00%

ANALYSIS AND INTERPRETATION:

The above table reveals that purpose for using the laptop r out of 50
respondents 24% have purchased for business purpose, 20% of the responds are
have for personal use, 50% of have purchased for educational purpose and
remaining 6% of others purpose. More using in students like presentation, project
reports.

63
Table No .6

Table showing classification of respondents according to their purchase periods

Periods No. of Respondents Percentage

<6 moths 5 10
6 months to 1 year 14 28
1year to 3 year 24 48
3year to 5 year 7 14
Total 50 100
Graph No .6
Graph showing classification of respondents according to their purchase
period.

No. of Respondents
<6 moths 6 months to 1 year 1year to 3 year 3year to 5 year

14.00% 10.00%
28.00%

48.00%

ANALYSIS AND INTERPRETATION:

The above table indicates that 48% of the respondents were using laptop,
since last 3 years, 28% of them have purchased the laptop in the last 6 months
and 14% of them have purchased the laptops in the period less than 6 months to 1
year. It shows that the dell is being used in shimoga last 3 years.

64
Table No. 7
Table showing classification of respondents according to their attitude of laptop.
Particulars Very good good bad Total
No of % No of % No of % No of %
responds responds responds responds
Brand image 28 56 15 30 7 14 50 100
Feature 25 50 22 44 3 6 50 100
configuration
Style 15 30 30 60 5 10 50 100
Audio/video 34 68 12 24 4 8 50 100
quality
Convenience 17 34 30 60 3 6 50 100
of service
Graph No. 7
The graph shows classification of respondents according to their Laptop
attitude
56 60 68 60
70 5044
60 30 30 24 34
50 14 8
40
30 6 10 6
20
10
0

Very good Good Bad

ANALYSIS AND INTERPRETATION: The respondents shows that 56%, 30% and 14% of
respondents react about brand image like very good, good and bad respectively.50%, 44% and
6% of respondents react about feature configuration like very good, good and bad
respectively.30%, 60% and 10% of respondents react about style like very good, good and bad
respectively.68%, 24% and 8% of respondents react about Audio/video quality like very good,
good and bad respectively.34%, 60% and 6% of respondents react about Convenience of service
like very good, good and bad respectively.

65
Table No. 8
Table showing classification of respondents according to Influenced to purchase
Dell laptop.
Particulars No of respondents Percentage
Elders 6 12
Friends 20 40
Advertisement 16 32
Display 5 10
Retailer 3 6
Total 50 100
Graph No .8
Graph shows classification of respondents according to their Influenced to
purchase Dell laptop

No of respondents in %

Retailer; 6.00% Elders; 12.00%

Display; 10.00%

Friends; 40.00%
Advertisement ; 32.00%

ANALYSIS AND INTERPRETATION: The most respondents of influence to

purchase laptop from the friends at 40%. And 32%from the advertisement.12%
from elders.10% from display. 6% from the retailer.

66
Table No .9

Table showing classification of respondents according to their buying motives

Criteria’s No. of Respondents Percentage
Price 2 4
Quality 22 44
Number of function/features 5 10
Company image 9 18
After sales service 12 24
Total 50 100

Graph No.9
Graph shows classification of respondents according to their buying
motivation.

No. of Respondents in %
4.00% Price
24.00% Quality
Number of
44.00% function/features
Company image
18.00%
After sales service
10.00%

ANALYSIS AND INTERPRETATION:

The above table indicates that 40% of the responds buying the laptops
because of its quality, 24% of the responds buying the laptops because of after
sale service, 18% of the responds buying the laptops based on company image,
10% of the responds buying the laptops because of no. of function and dealer
suggestion and finally 4% of the responds buying the laptop because of price

67
their convenient.
Table No. 10
Table showing classification of respondents according to their Opinion about dell
laptop
SL.NO Particular No. of Respondents Percentage
1 Excellent 23 46
2 Very good 15 30
3 good 9 18
4 Bad 3 6
50 100

Graph No. 10
The graph shows classification of respondents according to their opinion
about dell laptop.

Opinion about dell laptop

46

30

18

6
Excellent
Very good
Good
Bad

ANALYSIS AND INTERPRETATION:

From the above table shows that out of 50 respondents, 46% of respondent have
the excellent, 30% of customers said the service is very good, 18% of respondent have
said it is good and remaining 5% is bad. so company has to make enquiry why the
customer are not satisfied.

68
Table No. 11
Table showing classification of respondents according to their Advertisement
about dell laptop
Media’s No. of Respondents Percentage
News paper 10 20
Magazines 26 52
Television 8 16
other 6 12
Total 50 100

Graph No.11
Graph shows classification of respondents according to their seen
Advertisement about dell laptop

Advertisement about dell laptop

News paper Magazines Television other

12.00% 20.00%
16.00%

52.00%

ANALYSIS AND INTERPRETATION:

The above table reveals that information about the role played by various
media’s communicating the information about dell laptop. From the table it finds
that about 52% of the respondents have got information 16% of the responds
through the television, 20% of the responds through the newspaper.

69
Table No .12
Table showing classification of respondents according to their Relationship of the
price and quality of dell laptop
Relationship No. of Respondents Percentage
High price- high quality 32 64
High price- low quality 4 8
Low price- high quality 2 4
Reasonable 12 24
Total 50 100
Graph No .12
Graph showing classification of respondent’s response according to Relationship
of the price and quality of dell laptop

Price and Quality

Price and Quality
64

8 4 24

ANALYSIS AND INTERPRETATION:

The above table indicates that 64% of the responds opined that the dell
laptop is high price-high quality, 24% of the respondents opined that the dell
laptop is reasonable, 8% of the respondents opined that the dell laptop is high
price=low quality and finally 4% of the respondents opined that the dell laptop is

70
low price=high quality.

71
Table No.13
Table showing classification of respondents according to Satisfaction with the
dell laptop
Particular No. Of Respondents Percentage

Yes 46 92
No 4 8
Total 50 100

Graph No.13
Graph shows classification of respondents according to their Satisfaction
with the dell laptop

Satisfaction with the dell laptop

8.00%

Yes
No

92.00%

ANALYSIS AND INTERPRETATION:

Above table indicates that few of the consumers (i.e.30%) want to modification
and 70% of the consumers do not want any modification with respect to dell laptop.

72
 Chapter 5
FINDING, SUGGESTIONS AND CONCLUSION

73
 Chapter 5
FINDING, SUGGESTIONS AND CONCLUSION

ANALYSIS AND INTERPRETATION:

1) After sale service: every consumer thinking in their mind buying the
product whether the dealer give service for product or nor, so as survey
indicates that 68% of the respondents are opined that service is good, 24%
of the respondents opened that service is very good and 8% of the
respondents opined that service is bad.
2) Design and outlook: consumer attitudes highly depends up soon product
design and outlook, if product is looking very attractive all the consumer go
through that product and buy it. As persue survey indicates 28% of the
respondents are opined that design and outlook is good, 68% of the
respondents are opined that it is very good and 4% of the respondents are
opined that bad.
3) Performance: this type of the opinion indicates that 32% of the respondents
are opined that performance of the dell laptop is good, 60% of the
respondents or opinioned that bad.
4) Number of function: consumer seeks that in the product what are the
function are available to us for using this dell laptop. As per survey
indicates that 72% of the respondents are opined that the no. of functions
are good, 16% of the respondents are opined that very good and 12% of the
respondents are opined that bad.
5) Distribution performance: this is one of the important factors to understand
the consumer opinion regarding the distributors. How they perform with the

74
 consumers and how they give details about the laptop. Survey indicates that
76% of the respondents are opined that distributors performance is good,
16% of the respondents are opined that very good and 8% of the
respondents

SWOT ANALYSIS FINDINGS, SUGGESTIONS AND CONCLUSIONS

SWOT Analysis

Strengths
 Quality product and service
 Whole world focus
 Brand name
 Customer service
Weaknesses
 High dependency on
components suppliers
 High attrition rates among
visitors

 Direct sell  No proprietary technology

 Latest technology  Slow in introducing fancy

 E-commerce capabilities feature

 Expert supply chain  Lack of innovation

management  Unable to switch supply dues

to the lack of large suppliers
in the world

Opportunities Threats

75
 Network-internet, intranet and
extranet
 Low cost and growing
advanced technology
 Growth in business, education
and government markets
 Competition
 Currency fluctuation in
countries outsides the us
 Tariff trade barriers
 Political instability
76
FINDINGS

At the end of project report, so many findings are to be found these are helpful to
the company to improve their efficiency.
 46 % of the respondents are youth under the age of 18-26. Most using of
the laptop.
 50% of the students are using the Dell laptops, for the purpose of
presentation and project.
 Before purchasing the laptop most of the respondents give high priority to
the configuration of laptop.
 40% of the respondents are buying the Dell laptop are influenced by
friends.
 These surveys found that majority of the respondents are satisfied with the
dell laptop.
 The majority of the respondents buying the laptop based on Quality and
company image.
 Majority of the respondents felt that dell laptop is of high price and high
quality.
 As per the survey found that majority of respondents go through the media
of advertisements such as magazines and television. This is very important
role in communication with the information about dell laptop.
 This survey found that design and outlook of the laptop product play an
important role in buying and taking decision of the customer.
 Other majority respondent’s opinion that the dell laptop is providing
battery back-up only for 2 to 3 days.

77
 Majority of the respondents are opinioned that the performance of the dell
laptop is excellent.

78
SUGGESTIONS
Consumer gave interest on the dell laptops and the entire consumer
satisfied with the laptop product. Most of the respondents have expressed good
opinion towards the dell laptop.

SUGGESTIONS TO THE COMPANY

 This company should provide first accessing laptop’s to the consumer.
 Few more consumers not satisfied with dell laptop because of the high price and low
battery backup. That’s why the Dell Company has to improve in the area of
providing more configurations.
 The company should give more advertisement in all the Medias whichever is
possible to motivate the consumers.
 The Dell Company has to add more number of functions in the laptop.
 It would be better to the company reduce laser point, because now all the people
working with laptop in more number of hours per day.
 It’s better to improve new innovating designs and outlook for the laptop.
 It’s better to cover all the marketing strategies to enhance their product of laptop to
all over the world.

 Reasonable price is to be maintained to reach the expected market share

through compromise.
 The company should regularly conduct market researches to study the actual
and potential buyers, their volume of purchases and their motives and
behavior.
 The company should adopt various consumer sales promotional methods, such
as, price-off (i.e. discounts), premium offers (i.e. gifts), consumer contests etc.

79
 So that the consumer should always stick on the same brand that is he should
not be let to divert his attention towards substitute product.

SUGGESTIONS TO THE FIRM

1. Allowing trade discount to retailers for cash purchases and luobling them to have a
fair margin of profits for themselves, will not only eliminate bad debts, but also
increases the sales volume. Since retailers are interested in selling the goods which
fetch them more profits.

2. Grant more days’ credit to retailers. The period of credit allowed by the firm is two
days to a maximum of 7 days. But, this term is too short for a retail shops to adjust
payments for purchases. So, it goes for smaller quantity purchase and they may not
give personal care to the sale of goods which they have not bought in bulk. Thus by
giving more days credit, the firm may encourage the retailers to stock in bulk
quantities.

3. Appoint a sales office in the firm. For the purpose of “directing credit flows
marketing, like oil through engine”, an efficient sales officer is absolutely essential.
The sales officer should organize the marketing unit by dividing the total work into
specific activities. The sales officer should provide guiding policies regarding
marketing procedures and their implementations. The sales officer should lead,
correct, direct, communicate and coordinate the entire marketing functions and
services performed by the firm.

80
CONCLUSION
The major competitors in the market are Compaq, HP, and Toshiba. LG etc
Due to the new liberalization policy of the government more and more
foreign company are entering into the consumer durable market, because of the
vat potential with latest modern sophisticated technology and design. In order to
face the competition and service in the market, the company has to adapt to the
changing environment by acquiring latest technology.
There is a ever need for a company to increase the characteristics and
technologies of its product for this purpose each and every organization need to
collect the information about its present product performance in the market. The
present study is an attempt to find out Dell laptop performance in the market.
From the study, we can found that Dell is providing a better and quality
services to the company. Every customer of the Dell Company is satisfied to a
great extent. Still the company needs some measures to improve its product
functions and characteristics as there are a more competition that is Rivalry
Company such as Compaq, LG, ACER, HP, BENQ etc. so that the company can
prepare better marketing strategies for its product.

81
 QUESTIONNAIRE
Dear sir/Madam,
I am Mohan Kumar S.K, Student of Sahyadri College , Shivamogga pursuing
BBM. I am conducting a survey on the “An Analytical Customer satisfaction towards
Dell Laptop: with special reference to Sharavathi Computer, Shivamogga”. I kindly
request you to cooperate by giving valuable information. The information provided by
you will keep confidential and used for academic purpose only.
I kindly request you to spend your valuable time for filling below Questions.
Thanking you
Yours faithfully
Mohan Kumar S.K

1. Name :_____________________________________
2. Address: ___________________________________
___________________________________
___________________________________
3. Age:
a) 18-22 years [ ]
b) 22-26 years [ ]
c) 26-30 years [ ]
d) Above 30 years [ ]

4. Sex:
a) Male []
b) Female []

5. Educational qualification
a) SSLC []
b) PUC []

82
 c) Graduate []
d) Post Graduate [ ]
e) Others ________

6. Occupation:
a) Businessmen [ ]
b) Professional [ ]
c) Student []
d) Govt. Employee[ ]
e) Others please specify _________________________________
7. Income group (per year):
a) Below 100000 []
b) 100001-150000 []
c) 150001-200000 []
d) Above 200000 []
8. Do you have any laptop?
a) Yes [ ]
b) No []

If “yes” name of the company?

Dell HP Lenovo Toshiba

Other please specify _____________________________________

9. Are you heard about Sharavath Computer?

a) Yes []
b) No []

10. Before purchasing laptops what are the factors you have considered,

Please give your rating from 1 to 5(one being lowest and 5 being highest).
Attribute 1 2 3 4 5
Price
Brand name

83
 Performance of laptop
Design and outlook
Technology
Configuration

11. What is the purpose of using the laptop?

a) For personal use []
b) Business purpose []
c) Educational purpose [ ]
d) Others Please specify___________________________

12. How long you are using your present laptop?

< 6month 6months to 1 year 1 year to 3 year 3 year to 5 year

13. Rank your current laptop on the following attitudes

Rank on the scale of 1 to 5 ranks. 1if you find your laptop very bad on the attitude
and 5 if your laptop very good on the attitude and so on
1 2 3 4 5
Brand image
Features configuration
Style
Audio/vedio quality
price
Convenience of service

14. You are influenced to purchase Dell laptop from?

a) a) Elders []
b) Peer group []
c) c) Advertisement[ ]
d) Impulses []
e) e) Display []
f) Shop Keeper [ ]
15. What is the opinion about the Dell Laptop?
a) Excellent []

84
 b) Very good []
c) Good []
d) Poor []
e) Bad []
16. What made you to purchase that specific company?
a) Price []
b) Quality []
c) Number of function/features
d) Company image [ ]
e) After sale service[ ]
f) Reparability [ ]
g) g. Durability [ ]
17. Are you satisfied with Dell laptop?

a) Yes []
b) No []
If no state the reason: _______________________________________
Suggest suitable measure to rectify them: ____________________________
18. Which media come across the advertisement of Dell?

a) News paper []
b) Magazines []
c) Television []
d) others []
19. What is your opinion about the price and quality of Dell laptop?
a) High price- High quality []
b) High price-low quality []
c) Low price- High quality []
d) Reasonable []
20. What is your opinion about the Dell laptop?

Excellent Good Very good Bad

After sale service
Design & outlook

85
Performance
Number of function

Distributor
performance

21. How many days the battery of Dell lost long?

<1 hour 1-2 hour 2-3 hours 3 &above

22. Do you need any modification in dell laptop?

a) Yes []
b) No []
23. If any Suggestion to the company?______________________________
_______________________________________________________________

Date: Signature
Place:

86
 BIBLIOGRAPHYs

Marketing Management : Philip Kotler

Marketing Management : K.D Basava
Marketing Management : Sherlekar

MAGAZINES
• INDIAN TIMES
• BUSINESS LINE
• DIGIT
• CHIP

SPECIAL REFERENCE
Company Annual report
Brochures

WEBSITE
www.dell.com
www.dell.co.in

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