Project Report On "Sales & Service of
Project Report On "Sales & Service of
ON
BY
SYED ZUBAIR
332-08-01835
SUBMITTED TO
OSMANIA UNIVERSITY
ST. JOSEPH DEGREE & P.G COLLEGE
(Affiliated to Osmania University)
King Koti,Hyderabad-29.
2009-2010
A PROJECT REPORT ON
PROJECT SUBMITTED
TO
OSMANIA UNIVERSITY
IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE
OF BACHELOR OF COMMERCE [HONOURS]
BY
SYED ZUBAIR
[332-08-01835]
Place:HYDERABAD
Mrs. NISHA MATHUR
Date: (internal guide)
CERTIFICATE
This project work has not been submitted to any other university or
institute for the award of any degree or diploma.
Principal HOD
With a grateful heart, I want to thank almighty god and all those who
have helped me in making this project a success.
I take great pleasure in acknowledging with gratitude the constant
guidance and wholehearted support that I received at MASS ENTERPRISES
In particular I would like to thank Mr. SHUKOOR SHAKER the
owner of MASS ENTERPRISES and his brother Mr. MABOOD NASER
for their wholesome support through out the project.
My sincere thanks to MRS. NISHA MATHUR and MRS.
RENUBALA MADAM both from the (Department of Commerce) for
guiding me and giving me some useful tips through out the project.
I also thank all the workers in MASS ENTERPRISES for their whole
hearted cooperation.
I also would like to thank all the librarians, the computer lab faculties
for providing the required facilities for completing my project.
I am grateful to my family members for their kind support which kept my
confidence and enthusiasm high during the execution of the project.
It has not been submitted anywhere in full (or) part to any other
university / institutions for award of any degree, diploma fellowship or
similar titles or prizes otherwise.
[SYED ZUBAIR]
B.COM (HONS)-FINAL YEAR
332-08-01835
INDEX
CONTENTS
Chapter I: Introduction 1-12
Concept of Sales and Service
CRM Implementation
Objective
Scope of the Study
Research Methodology
Limitation of the Study
BIBLIOGRAPHY
QUESTIONNAIRE
Chapter -
1
Introduction
CONCEPTS
Many believe that the focus of selling is on the human agents involved in the
exchange between buyer and seller. Effective selling also requires a systems
approach, at minimum involving roles that sell, enable selling, and develop
sales capabilities. Selling also involves salespeople who possess specific set
of sales skills and knowledge are required to facilitate the exchange of value
between buyers and sellers that is unique from marketing, advertising ,etc.
From the company point of view, there are three main objectives of sales
management: sales volume, contribution to profit, and continuing growth.
Top management has the final responsibility, because it is accountable for
success or failure of the entire enterprise.
In the process, objectives are translated into more specific goals
– they are broken down and restarted as definite goals that a company has a
reasonable chance of reaching. Once these goals are finalized, it is up to
sales force that play critical role in implementing the selling plans.
When both the seller and the buyer perform their respective duties by
abiding the above 4 elements of a valid sale, one can say that sale is
executed
Who is a seller?
One who sells or initiates contracts to sell goods; the one who transfers
property as a result of a sales contract.
Who is a buyer?
One who buys or agrees to make a purchase or one who has the capacity to
finance his demand and receives property in exchange for money or valuable
consideration.
Meaning of service: Customer service also known as Client Service, it is a
provision of service to customers before, during and after a purchase.
Customer service is an organization's ability to supply their customers' wants
and needs. Excellent customer service is the ability of an organization to
constantly and consistently exceed the customer's expectations. Improving
customer service involves making a commitment to learning what our
customer’s needs and wants are and developing action plans that implement
customer friendly processes during and after a purchase. The service
provided should be upto the customer’s satisfaction as this would lead to a
better image of the company in the market, thus enhancing the sales.
The service marketing mix comprises off the 7’p’s. These include:
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical evidence
→ Product
A tangible object or an intangible service that is mass produced or
manufactured on a large scale for the purpose of sale. A producer should
provide better product quality, design, features, packing and service to its
customers in order to have a niche in the market.
→ Price
The price is the amount a customer pays for the product. It is determined by
a number of factors including market share, competition, material costs,
product identity and the customer's perceived value of the product. The
business may increase or decrease the price of product if other stores have
the same product.
→ Place
Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as
well as virtual stores on the Internet.
→ Promotion
Promotion represents all the communications that a marketer may use in
order to promote a product. Promotion has four distinct elements viz.
advertising , public relations, word of mouth and point of sale.
Advertising covers any communication that is paid for, from television
commercials, radio, Internet adverts, through print media and billboards.
One of the most notable means of promotion today is the Public relations
where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs
and events. Word of mouth is an apparently informal communication about
the product by ordinary individuals, satisfied customers or people
specifically engaged to create word of mouth momentum. Sales staff often
plays an important role in word of mouth and point of sale.
→ People
Recruiting the right staff and training them appropriately in the delivery of
their service is essential if the organization wants to obtain a form of
competitive advantage. Consumers make judgments and deliver perceptions
of the service based on the employees they interact with. Staff should have
the appropriate interpersonal skills, aptititude, and service knowledge to
provide the service that consumers are paying for.
→ Process
Refers to the systems used to assist the customers in delivering the service
and the time spent for the delivery of the product and it is a procedure,
mechanism and flow of activities which lead to an exchange of value.
→ Physical Evidence
Physical Evidence is the element of the service marketing mix which allows
the consumer to make judgments on the organization based on the service
received.
Physical evidence is an essential ingredient of the service mix, consumers
will make perceptions based on their sight of the service provided which will
have a direct impact on the organizations perceptual plan of the service. To a
certain extent managing services are more complicated than managing
products, products can be standardized, and to standardize a service is far
more difficult.
OBJECTIVE
Objectives of the Study
• To study the effectiveness of sales and services of Hewlett Packard.
• To know the reason why people prefer (HP Hewlett Packard) brand.
• To comprehensively understand the company’s business, analyse its
performance by systematically studying its market shares.
• To find out the present Performance of Hewlett Packard in
Hyderabad.
Research Methodology
The information is collected from the employees of Hewlett Packard and its
valuable customers, questionnaires were used to collect the primary data
from the customers.
Sample Size
The sample size of the study undertaken is 50 customers from the city.
Data Collection
There are various methods available for data collection, for the study the
method used are Primary data and Secondary data:
1. Primary data: primary data is original data gathered from the employees
of Hewlett Packard and its esteemed customers specifically on the project.
Statistical Techniques
Bar charts & Pie charts are used to analyze the data and to arrive at
conclusions.
Every effort and care has been taken to overcome the limitations and to
make the study useful.
Following are the limitation listed below:
4. It might be possible that the answers given by the respondents are full
of biasness.
5. The sales and service coordinator of the company could not give
much of his time and refuse to provide sufficient data.
Chapter - 2
Company profile
Mass enterprises
With headquarters in Hyderabad, Mass enterprises was establish on1-9-
Mass Enterprises are authorized RSR,DBP & DPSP partner for sales of HP
printers & Inks, authorized service provider for HP, serving both the
experience, thereby ensuring that our clients receive the most effective and
professional service.
MASS Enterprises also offers total solution to CAD, GIS and in Graphics
Arts. In a very short period of time the company has established itself as a
of its clients. This fact is recognized both by the competitors and its
providing functional and technical training and support, and resolving any
and all troubleshooting issues that arise when the client initiates printer
Activities:
Sales and Supplies of high-end graphical peripherals and Digital
Copiers. Mass Enterprises are dealers in India for the following companies.
HEWLETT PACKARD
Mass Enterprises is DBP (Design Jet Business Partner), DPSP (Design Jet
plotter service Provider) and RSR’s (Registered Supplies Resellers) for HP
Large format Inks Supplies Cartel the graphical art industry of whole
Andhra Pradesh.
XEROX
Mass Enterprises is Authorised Business Partners for XEROX India Ltd.
covering the sales of complete range of color and digital copiers in XEROX
portfolio.
Mission:
The ultimate goal of MASS ENTERPRISES is to have its own
identity in the Printing industry as a most trusted sale &service provider in
all aspects and a one stop solution for high quality, time bound and cost
effective.
Mass Enterprises is committed to maintain100% client’s satisfaction by
certain values:
Leadership &Team:
Mass Enterprises is the company with diverse talent &skills.
Company’s leadership structure offers a dynamic atmosphere in which
talented, creative &motivated people thrive. Company doesn’t’ just
acknowledge hard work & achievements, but also reward it & groom it.
Mass Enterprises have an experienced team of ambitious,
vibrant, young professional having ability to update with latest trends &
requirements of the clients.
For more details company’s website @ www.massentindia.com
Hewlett-Packard Company
The Hewlett-Packard Company (NYSE: HPQ, NASDAQ:
HPQ), commonly known as HP, is one of the world's largest
information technology corporations. Headquartered in Palo Alto,
California, United States, it has a global presence in the fields of
computing, printing, and digital imaging, and also provides
software and services.
Company history
HP was founded on January 1, 1939 as a manufacturer of test and
measurement instruments, by Bill Hewlett and Dave Packard, with
a US$538 investment. They had both graduated from Stanford
University in 1934. The company originated in a garage there
while they were still fellows at Stanford. (So their story was more
"academic gowns to riches" than rags to riches).
Founding
William (Bill) Hewlett and David (Dave) Packard both graduated in
electrical engineering from Stanford in 1935. The company originated in
a garage in nearby Palo Alto during a fellowship they had with a past
professor, Frederick Terman at Stanford during the Great Depression.
Terman was considered a mentor to them in forming Hewlett-Packard. In
1939, Packard and Hewlett established Hewlett-Packard (HP) in Packard's
garage with an initial capital investment of US$538.Hewlett and Packard
tossed a coin to decide whether the company they founded would be called
Hewlett-Packard or Packard-Hewlett. Packard won the coin toss but named
their electronics manufacturing enterprise the "Hewlett-Packard Company".
HP incorporated on August 18, 1947, and went public on November 6, 1957.
Of the many projects they worked on, their very first financially successful
product was a precision audio oscillator, the Model HP200A. Their innovation
was the use of a small light bulb as a temperature dependent resistor in a
critical portion of the circuit. This allowed them to sell the Model 200A for
$54.40 when competitors were selling less stable oscillators for over $200.
The Model 200 series of generators continued until at least 1972 as the
200AB, still tube-based but improved in design through the years. At 33
years, it was perhaps the longest-selling basic electronic design of all time.
One of the company's earliest customers was The Walt Disney Company, which
bought eight Model 200B oscillators (at $71.50 each) for use in certifying
the Fantasound surround sound systems installed in theaters for the
movie Fantasia.
Early Years
The company was originally rather unfocused, working on a wide range of
electronic products for industry and even agriculture. Eventually they
elected to focus on high-quality electronic test and measurement equipment.
Throughout the 1940s to well into the 1990s the company focused on
making signal generators, voltmeters, oscilloscopes, counters, and other test
equipment. Their distinguishing feature was pushing the limits of
measurement range and accuracy. For instance, almost every HP voltmeter
or signal generator has one or more extra clicks of its knobs than its
competitors. HP volt- or ammeters would measure down and up an extra 10
to 100 times the units of other meters. Although there were good reasons
why competing meters stopped at 1 volt full scale, HP engineers figured out
ways of extending the range of their equipment by a considerable amount.
They also focused on extreme accuracy and stability, leading to a wide range
of very accurate, precise, and stable frequency counters, voltmeters,
thermometers, and time standards.
In the 1990s, HP expanded their computer product line, which initially had
been targeted at university, research, and business customers, to reach
consumers. Later in the decade HP opened hpshopping.com as an
independent subsidiary to sell online, direct to consumers; the store was
rebranded "HP Home & Home Office Store" in 2005. HP also grew through
acquisitions, buying Apollo Computer in 1989, Convex Computer in 1995, and
Compaq in 2002. Compaq itself had bought Tandem Computers in 1997 (which
had been started by ex-HP employees), and Digital Equipment Corporation in
1998. Following this strategy HP became a major player in desktops,
laptops, and servers for many different markets.
In 1987, the Palo Alto garage where Hewlett and Packard started their business
was designated as a California State historical landmark. In July of 1999, HP
appointed Carly Fiorina as CEO.
Acquisitions:
Bluestone
On January 18, 2001, HP acquired Bluestone Software, Inc., a leading provider
of B2B, B2C, and wireless open platform solutions.
Indigo
On March 22, 2002, HP acquired Indigo N.V., a leader in digital offset color
printing systems.
Compaq
On May 3, 2002, Hewlett-Packard merged with Compaq Computer Corporation, a
controversial move intended to make the company the personal computing
leader. The merger opposition was led by Walter Hewlett, son of HP founder
William Hewlett.
Snapfish
On April 15, 2005, HP acquired Snapfish, a leading online photo service based
in San Francisco, California, USA.
AppIQ
In October of 2005, Hewlett-Packard acquired the private company AppIQ
(short for "Application IQ"). The company was founded in 2001 by Ash
Ashutosh and David Chang, and offered several digital storage solutions.
The company had employed up to 235 people by June 2005.
OuterBay
On February 7, 2006, HP agreed to acquire OuterBay, a leading provider of
archiving software for enterprise applications and databases. OuterBay is
headquartered in Cupertino, California, USA, with offices in the US, UK, and
India.
Silverwire
On June 6, 2006, HP announced it was acquiring Silverwire Holding AG, a
commercial digital photography solutions and software provider with a
strong presence in the retail photo market. Silverwire is headquartered in
Zug, Switzerland.
Mercury interactive
On July 25, 2006, HP announced plans to acquire Mercury Interactive
(MERQ.PK), a company that provides Business Technology Optimization
software (i.e. software that helps a company govern, develop and maintain
its technology stack). This acquisition is expected to occur in Q4 2006 and
will result in an HP software business of around $2 billion.
VoodooPC
Competitors
Major competitors of HP in the computer business include Apple Computer,
Dell, Gateway, Lenovo (Purchased IBM's Non-server Personal Computer
Business), Sony and Toshiba. Major competitors of HP in the server business
include Sun Microsystems, IBM and Dell. Major competitors of HP in the
printer business include Brother, Canon, Epson, Lexmark and Dell (who rebrands
and repackages Lexmark products)
Chapter – 3
Review Of the study
deliberate approach to dealing with trouble; its founders designed their first
failed to grow.
"That pragmatic culture has in many ways persisted, leaving H-P better
positioned than most when the recession hit. H-P finds safety in
diversification.
market, H-P also ranks second in computer servers designed for large
"None of H-P's six business segments accounts for more than a third of
nearly doubled the segment's sales. The EDS business features annuity-like
units.
"Rising demand for affordable notebook computers accounts for much of the
"In the July quarter, H-P sold 19% more notebook computers than it did in
the year-earlier period, yet revenue from notebooks fell 10%. Growth in
China and stabilization in the U.S. helped limit revenue declines in the
quarter.
"More than 60% of revenue comes from outside the U.S., yet no foreign
country accounts for more than 10% of sales. H-P holds the top spot in India
Product Support Division service agents around the world, each with a
comprehensive view of customers and products, and all the information they
sales of its personal computing products and printers, it has realized one of
its biggest challenges is not in gaining new customers, but keeping old ones.
feedback and problem resolutions are lost this way, along with countless
work with Cambridge was the speed Cambridge promised: "The project was
HP is ranked first among the top 100 U.S. companies in online customer
respect and online customer experience, according to The Customer Respect
Group, an independent global consulting and research firm that focuses on
how corporations treat their customers online.
create an online environment that is the most satisfying and rewarding for
visitors, especially in the areas that mean the most to consumers -- online
privacy, data collection policies, customer-focus and engagement,
simplicity, and responsiveness," "One year after merging two of the
technology industry's largest and most complex Web sites, the company is
providing its customers with the best online experience available from any
U.S company. The resulting Customer Respect Index is a qualitative and
quantitative in-depth analysis and independent measure of a customer's
online experience when interacting with companies via the internet.
HP’s Effect on People’s Life
Around the world, schools, community colleges and universities are striving
to increase the quality and efficiency of education to make it a highly
personalized and relevant experience for students. That’s why HP is working
with schools and colleges to help transform education-providing better
access to information and resources for students, teachers, faculty, parents
and community at large.
In London, homework time affects family time as a parent watches a child
struggle, clearly in need of more personal in a crowded math class.
With online access to lesson plans, test result and attendance records.
Working with student after school, the teacher fills the learning gap, sends
both student and parent training materials to reinforce the lesson.
Part of HP managed learning solution portfolio, HP MANAGED
LEARNING gateway solutions include learning porters, collaborators
porters, virtual laming environment and virtual classrooms that helped to
raise the standard of education for students and parents
Chapter – 4
Data Analysis
1. Which brand does the consumer prefer? Grade according to
the preference?
1. HP [Hewlett Packard]
2. Xerox
3. Dell
Interpretation:
The survey reveals the customer prefer Hewlett Packard brand
rather the other two brands. The preference for HP goes upto 52%.
Xerox hold the second position by receiving 28% and Dell holds
the third position by receiving the share of 20%.
2. When does the company comes out with offers/ Discounts?
1. Ageing stock liquidation
2. Leverage their sales
3. Downfall of sales
Interpretation:
Company comes out with offers and discounts for several
beneficial reasons for both customers and the company itself. two
important reasons for which company introduces offers and
discounts is Ageing stock liquidation and Leverage sales which is
upto 40% simultaneously whereas, the third reason is downfall of
sales which is upto 20% only.
3. Rate the quality of service provided by different companies?
1. HP (Hewlett Packard)
2. Xerox
3. Samsung
Interpretation:
Hp provides the best service on its customer’s words. The quality
of service provided by HP is 60% in comparison with the other two
brands. Xerox holds upto 25% and Samsung holds upto just 15%
of share in total.
4. Under what circumstances the company does increases or
decreases the price?
1. Dollar appreciation/Deprecation
2. Customers protection
3. Leverage sales
Interpretation:
The price fluctuation in a company occurs due to many
circumstances. Increase in price of a company’s product is due to
dollar appreciation and vice versa. Dollar app/dip is the most
important circumstances in fluctuation of price and takes upto
65%. Price also increase to leverage the sales of company which is
upto 25%.whereas, price are mainly decrease with a sole intension
of customers protection which goes to 10% .
5. What are the high quality services provided by the
company?
1. Comprehensive warranty ( Labour , Parts , Onsite)
2. Translating Principles into practice
3. Operational excellency
Interpretation:
The company provides high quality services on its customers
demand. The best service provided by company is comprehensive
warranty (Labour,Parts,Onsite) which is in demand upto 60%
among customers, 30%is translating principles into practice while
only 10% of quality service is in operational excellence .
Interpretation:
It is due to product support service divisions that company’s have
explosive world wide growth is sales. 45% of PSSD goes to
laptops and 40%of it goes to printers due to its realization that
challenge is not gaining new customers, but keeping old ones.
Whereas, plotters contribute upto 15% of PSSD only.
Interpretation:
HP cater’s and fulfill customers needs on two main segments. The
first one is Large Format Printing Solutions which takes 68% of
share whereas, customer need for Home and Office Printing
Solutions takes the share upto 32%
Interpretation:
Technical support line is to provide quality, accuracy and
consistency and response to caller/customers. online service
solutions assist customers upto 10%, on carry service solutions
provide upto 55% of customer benefits whereas, on site service
solution provides 35% on needed benefit to customers.
10. According To you does the brand HP (Hewlett Packard)
influence you?
1. Agree
2. Disagree
Interpretation:
Hp largely influence me and takes the share upto 82% of agree while, only
18% of disagree is to be noticed.
Chapter -5
Findings/Conclusi
on
Findings
Customer’s first choice is Hewlett Packard which they
consider as the best of the products to be chosen among the
choices. Therefore, the performance goes upto 52% which is
more then half than the other options mentioned. Xerox and
Dell are the followers by 28% & 20% respectively.
Every product has its support service division HP has its own
set of product support service division. It has laptops which
is upto 45% of total share, Printers also goes upto
40%,whereas, plotters mark upto 15% only. On a whole
product support service division completes the total range of
a company.
Customer loyalty is very important, for a company to run
successfully to maintain customer’s loyalty, the company has
to introduce various offers like rewards/Gifts on purchase E
-coupons which are upto 40%.