Marketing Company Profile

The 3 decade old enterprise, founded in 1976, is one of India's original IT garage start-ups. Its range of offerings span R&D and Technology Services, Enterprise and Applications Consulting, Remote Infrastructure Management, BPO services, IT Hardware, Systems Integration and Distribution of Technology and Telecom products in India. The HCL team comprises 79,000 professionals of diverse nationalities, operating across 31 countries including 500 points of presence in India. HCL has global partnerships with several leading Fortune 1000 firms, including several IT and Technology majors. HCL provides technical support and customer services, telesales, telemarketing campaigns, and provisioning. HCL call centre offers offer a unique personal service to all your customers, develop and grow your existing customer base, easily accessible, instantly responsive and remarkably cost effectiveness. HCL BPO provides services broadly in three categories: Business generation, Operations Management and Management Decision Making. HCL Info systems Ltd has launched in India the Swedish major Ericsson's Generation X Business communication too, Next Call Centre. HCL brand becomes the third best trusted brand after Apple, Microsoft in India, by the Brand Survey conducted in 2010. They are financial in the fifth among the IT industry. The vision of HCL is to provide world-class information technology solutions and services to enable our customers to serve their customers better.

Strategic Marketing Xavier (1999) said strategic marketing provides the approach for the managers and directors to make the strategies which can give competitive advantage to the organisation and also assist them in planning for the future with opportunities and challenges. Marketing Roles The role of marketing in HCL are stated below It assists in knowing the customer demands. It helps in knowing the market growth of BPO industry across the world, so that they can penetrate into the growing market. It helps in analysing the strength and challenges in internally inside the organisation and external environmental changes happening which will be a challenge in the business. Helps in maintaining good relationship between customers who are the business back bone of the industry and gives proper guide to the managers to produce the products to meet the customer demands. Process and Links Involved in Market Planning Planning is important process of the business activity when the business unit fails to do the planning activity which will lead to undercapitalisation, poor managerial skills, and poor location. Marketing is the important business activity which require planning, market planning defines the business nature and the plans that made by the organisation to satisfy the need of the customers in the market place. Marketing plan not a theoretical they are practised by the companies which makes their success and failure (Stevens and Loudon, 2005). The marketing planning carried out by following activities: a) Setting the corporate objectives b) Carrying out the external and internal activities c) SWOT analysis d) Assumptions e) Setting the marketing objectives and tactics f) Advertising and promotions g) Communicate the plan h) Implement the plan

i) Control system j) Review and update (Westwood, 2006). Corporate Objectives: HCL Global aims to give the value added services for their customers through improvements in process and innovations in technology, and to give complex services to improve customers efficiency and productivity by delivering measurable outcomes. Their ultimate aim is spread out and gives the best to the customers. External Analysis: Porter Five Force Analysis Porter Five Force Analysis is the best tool to access the business environment based on the competitive forces of the industry. It is best used by the SBUs, because it helps to identify the profit potential and attractiveness of the industry competitively (Henry, 2008). Buyer Power: a) They serve more than five hundred customers globally. b) The bargaining power of the customers is high because of numerous customers in the global market. c) The competitor pricing are very high, so they prefer going to the countries like India and preferring the branded company like HCL. d) Call centre is all about bringing more business, mostly customer servicing is done. The customers prefer increase in sales, reducing the customer complaints, lower price and with some value added services. Customer expectations are high, chances of switching are high. e) Customers provide more jobs and expect high discounts, some intermediates expect high rate of return. Threat of Substitutes a) Techniques are only changing based on the demand, so switching cost becoming higher. b) When product life cycle declines then reduction of jobs accompanied by cost reduction will happen. c) There is possibility of price bargain based on the performance of the HCL employees

Threats of Entrants: a) Wipro, Dell, Microsoft, Geomatrix, TCS, Persistent, Eclerx, IBM, Satyam, and Tech Mahindra, these companies having core competency in other different industries but trying to increase their strength in customer service. b) Their growth of the above mentioned companies are high; this forces HCL to have competitive strategies and rising themes to sustain the market position. Supplier Power: a) Suppliers have less bargaining power, because HCL is one among the reputed companies in India, and they provide long term business to them. b) Supplier influence is very less because they also do manufacturing and production of computers, which is the mostly required to do customer service jobs. Internal Analysis: SWOT analysis is the best strategic planning tool, mangers and management can use this tool prepare for the future business plans by finding the strengths to utilise their resources and weak areas for improvements (Healey and Zimmerman, 2009). Strength of HCL is their employees (29000 talented employees who are hardly trained) who can create value added services to the customers; they have delivery offices in the 32 countries which will increase the efficiency mutually; expertise marketers who increase the number of the customer year by year-they serve for more than 1000 clients for various services; financial analysers measure the value added by the company to the customers-3.5 billion US dollars have been added to their customers during 2010; they maintain confidentiality (customer records) there was not a single complaints since 1986; and creative development and technical team. The weaknesses are absenteeism of employees; poor staff turnover ratio of employees; changing product skills required; changing customer demands; insufficient expertise to guide the employees and demanding technological changes.

Values of Strategic Models: Porters Model SWOT Analysis BCG Matrix Used to identify the Used to find the strong Used to find the market supplier power in the business environment Used to find the bargaining power of the customers Used to find the rivalries in the market Used to find substitutes of services in the market and weak areas in the business Used to find the threats involved business Used market Helps in making and improvements to find in the the opportunities in the growth of the business Used in finding market growth of the business Used to find the financial position of the company Best tool to learn about the market for and penetration diversification

planning for strategies. Every model is designed for specific purpose. They are the tools organisation can use to analyse themselves and the market. The above tools used by the most of companies for making strategic planning They add more value to the business units based on the right usage od tool at right time. Strategic Options and Growth STP (segmentation, targeting, positioning) are the general marketing tools which every organisation uses in the business environment to obtain growth in the market. The segments identified by HCL in the global market are telecom industries, network industries, mobile industries, health care industries, placement groups, educational universities, automobile industries, consultation services, and tourism & travel industries. They used undifferentiated targeting where there is no specific customer is targeted in the business market, all the services needs few months training to implement. They positioned to give value added service to the customers they get. Innovator strategies are used by HCL. The organisation can use innovator strategies when they acquire superior skills in all the functional areas or the department it possess (Baldwin and Gellatly, 2003). HCL does customer services, computer and hardware manufacturer, outsourcing, consultation, infrastructure, networking, and

many more. Since they are doing multi-core activities so it will better to use innovative strategies which could gain some attention in the business and add them competitive advantage to their brand which can increase the sales. Market Objective and Strategies: Marketing Objectives Marketing objectives are set by the marketing managers to reach the corporate strategies of the organisation; they are mainly done on mixing the marketing Ps which will increase the sales, market share, customer satisfaction, awareness, retentions, distributions, penetration, product development and introduction of new products. The Marketing Ps are price, physical evidence, pricing, people, promotions, place and product, the objective made on mixing these marketing elements will help in achieving the marketing objectives with our corporate strategies (tutor4u.com, 2011). They aimed to create awareness of the services, expand globally with increase the customers, issuing some credits on more high volume of services, their objective is to improve the efficiency and productivity of the clients with their infrastructure and technically strong distribution channels, they aimed to have more research evidence on entering new business and new market in order to reduce the risk, they aimed to retain the people (customers and employees), they aimed to control the pricing as much as possible by utilising the technology, and aimed to the give the best at where place they step in. The marketing objective is to provide defect free solutions based on the needs of the external and internal clients at the first time, every time. Market Strategy Marketing strategy of the HCL Global is to deliver the best value added service to the customers that could increase the efficiency and productivity, with measuring the progress of the customers and themselves in the market. Marketing Tactics They want to position as the value added service provider in the market which ever they step in. According Sexton (2009) strategy must be the first choice of the company which will target on the products/services. Then tactics are actions made to increase the sales of the product. Some of the tactics are price, promotions, and advertising, tactics will increase the sales, but if the product fails then the tactics that the organisation makes becomes useless. In the competitive market people start to do analysis of competitor, market analysis and situation analysis before making the

tactics. The table shows the marketing tactics made by the company to position as value added service provider in the place where they step in. Area Service Tactics Pricing Promotion Advertising Distribution Innovations On time delivery Customers Relationship Communicate the values Engage Loyalty Commitment Efficient solutions at first time Credit on payments Implementation, monitoring and controlling They communicate the plans to stakeholders, they build groups for implementation, and they will give the authority and fix targets for every manager. They continuously monitor the progress of the business plan with separate expertise people who could monitor effectively; they give feedbacks to the corresponding teams for improvements in the activities carried out. Relationship Marketing Relationship marketing emphasised two way benefits for both the customers as well as the company, by giving growth and revenue to them. According to Berndt and Brink (2004) relationship marketing is all about attracting, retaining, maintaining and enhancing customer relationships. Some of the benefits that HCL gains are: a) Acquisition cost will be reduced on retaining the customers; in the challenging global market it is very difficult to acquire customers. HCL has to spend less investment in acquisition.

b) Satisfying and giving innovative solutions will increase the loyalty of the customers c) Customers prefer and refer which will result in good volume of jobs. d) Growth and revenue of the HCL and customers increases mutually. e) Overall marketing cost goes down for the companies like HCL. Marketing Strategy: Marketing strategy of the HCL Global is to deliver the best value added service to the customers that could increase the efficiency and productivity, with measuring the progress of the customers and themselves in the market. Changes in External Environment Macro environment consist of factors like political, technical, social, and economy. These factors will influence the strategies of the organisation (Bensoussan and Fleisher, 2008). HCL is a Business Products Outsourcing Organisation which will have more technological changes due to the demands of the services and customers. Change in technology will have an impact on the budgets, skill level, resources matching, and infrastructure. Local political and foreign trade policies will impact on the on the strategies of the organisations along with economic factors like economy, income rate, GDP and return rates will affect the marketing strategies of the HCL Global. Strength and weakness of the HCL Global is mainly their employees because of the complexity and mental stress involved in the voice based Call-centre. With marketing their market strategy further their strengths and weakness can be classified as: Strength and weakness SWOT analysis is the best strategic planning tool, mangers and management can use this tool prepare for the future business plans by finding the strengths to utilise their resources and weak areas for improvements (Healey and Zimmerman, 2009). Strength of HCL is their employees (29000 talented employees who are hardly trained) who can create value added services to the customers; they have delivery offices in the 32 countries which will increase the efficiency mutually; expertise marketers who increase the number of the customer year by year-they serve for more than 1000 clients for various services; financial analysers measure the value added by the company to the customers-3.5 billion US dollars have been added to their customers during 2010; they maintain confidentiality (customer records) there was not a single

complaints since 1986; and creative development and technical team. The weaknesses are absenteeism of employees; poor staff turnover ratio of employees; changing product skills required; changing customer demands; insufficient expertise to guide the employees and demanding technological changes. Strategic Marketing Responses Emergent strategies: When the environmental factors like PESTLE becomes uncontrollable with our marketing strategies then the organisation look for making emergent strategies rather sticking to the planned strategies to obtain the competitive advantage. This is because they are having branches all around 32 countries so each countrys economy, laws, politics, legal, and technology changes. Strategic alliances: They can partner with other local and national companies to deliver the value added service to their customers. They can increase the quality; can lower the production cost, distribution cost, advertising and promotion cost; and can help in expand and make research in alliance market. HCL can outsource to other countries where the exchange rate of currency will be lower hence can make more earnings. With help of the market research they can enter into the global market where the customer based jobs are high with comparative high cost. Even contingency strategies can be made to survive against the competitors; they can follow the market leaders or successors for improvements when they are not performing well. Change agents, market analyser, researcher and expertise can be employed to strength the strategic position.

References Baldwin, JR and Gellatly, G (2003) Innovations and Strategies Management, United Kingdom: Monton Edward Elgar Publishing

Bensoussan, BE and Fleisher, CS (2008) Analysis without Paralysis, New Jersey: Pearson Education Brendt, A and Brink, A (2004) Customer Relationship Management, South Africa: Juta and Company Ltd Healey, BJ and Zimmerman, RS (2009) New World of Health Promotion, Jones and Bartlett Publishers, United Kingdom Stevens, E and Loudon, D (2005) Market Planning Guide, USA: Haworth Press Westwood, J (2006) How to Write Marketing Plan, USA: Kogan Publishers Xavier, MJ (1999) Strategic Marketing Guide, New Delhi: Sage Publishers Websites www.quickmba.com accessed last on April 2011. www.vcsdata.com accessed last on April 2011. www.hcl.in accessed last on April 2011. www.tutor4u.com accessed last on April 2011.