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The project has been done on market potential of HCL Career Development
Center (CDC). HCL CDC is a part of HCL infoSystems which is one of the
subsidiaries of the $5.7 billion company HCL enterprise. The other half of HCL
enterprise is HCL Technologies.

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ÿ Sampling Error.

ÿ Time Limitation.

ÿ The research work has been conducted mainly in urban & sub-urban
areas of Kolkata.
ÿ The research work has been done in lieu of determining market potential of HCL
CDC. In order to achieve the main objective marketing research has been
conducted.

ÿ Before carrying out the research work a lot of emphasis was given to Identify the
target market segment(s) which consisted of both under graduate & post
graduate students, Officials of different colleges & the students of HCL CDC.

ÿ 

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(I)The research work consisted both primary as well as secondary research.
- Primary Research: Telephonic & One On One Interview.

- Secondary Research: Company sources, Internet.

(II)Three questionnaires were prepared in order to collect the data. One questionnaire
was prepared for the potential customers of HCL CDC which included both under
graduate as well as post graduate students. While the other two were prepared for
the officials of different colleges & existing customers of HCL CDC respectively.
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Since more than one segment have been targeted, segmented or stratified
sampling method has been used.

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ÿ The sample size for the potential customers of HCL CDC is 200.

ÿ Sample size for existing customers of HCL CDC is 120.

ÿ Sample size for officials of different colleges is 50.

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(I)Marketing Concepts: SWOT Analysis, Product Life Cycle (PLC)

(II)Mathematical/ Statistical Tools: Pie Chart, Bar Graph, Mathematical

Curve Fitting Method
ÿAfter collection of the data which included both primary as well as secondary
data it was time to analyze them to achieve the desired objective.

ÿ Before the analysis one must mention that the primary data collected was mostly
qualitative in nature where as the secondary data collected was mostly
quantitative in nature.

ÿ In order to maintain clarity & make the analysis more in-depth, the analysis have
been segregated into three parts-

- Qualitative Analysis

- Quantitative Analysis

- SWOT Analysis
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O APO O 

  ·
° HCL CDC provides IT training & development to
individuals which include not only students but also
professionals.

° Although these kinds of training are already provided

by other organizations such as NIIT still the products
(services) provided by HCL CDC can be treated as new
product .

°It is because they fit in to the category which says- ͚If

an existing product is launched by a new company it can
be treated as a new product͛.
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° Hence just like any new product the products offered
by HCL CDC belongs to the Introduction Stage.
 Graphical Representation Of HCL-CDC͛S Revenue (Actual)

Source:www.hclcdc.in

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Revenue
(Rs. In Crores)
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Time (Years)
 Source: . clc c.in



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Revenue
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Time (Years)
 STRENGTHS WEAKNESSES

Ú Big brand name of HCL. Ú Extremely low brand

awareness in spite of being
Ú It is a ͚Professional- Educational under the big banner of
Institute͛. HCL.

Ú Students are trained in a very Ú Infrastructure may be not

practical way by experienced up-to the mark in some of
faculties who also happen to be the centers.
seasoned professionals.

Ú Consistent growth in revenue

Ú Good job prospect.

 OPPORTUNITIES THREATS

Ú The recent IT boom. Ú Existing market leader along

with other big-players.
Ú Increase in demand for skilled IT
workers. Ú New IT giants such as
IBM, TCS, entering the market.
Ú Non-tech students can be targeted
just like the technical students.
The Soft-Skill Course may play the
role of a dark horse.

Ú Providing incentives, discounts

etc. to attract new students.

Ú Smart channel design.

ü Effective use of Promotional Mix to increase its lowered brand awareness.
ü Use of over the line as well as below the line medium
ü Using Sales Promotion for quick increase in Sales.

ü Cashing In the Big Brand Name of HCL.

ü Effective positioning of the offerings.

ü Smart Channel Design.

ü Introducing the concept of sales territories to make the whole operation more structured.

ü Improving the infrastructure in some of their centers to improve the degree of customer
satisfaction which would most definitely help in retaining the existing customers as well as
getting new ones as well. ( Viral Marketing Concept).

ü The company may consider giving away some scholarships or monetary incentives to some
of the meritorious students to build up a distinct image in the mind͛s consumers
ÿ Based on the previous discussions it can be said that although HCL CDC is at its
initial stage of development, it has entered a very potent IT training &
development market which provides quite a few opportunities of growth.

ÿ In spite of the opportunities it is imperative that the company makes the fullest
possible use of its strengths & look to eliminate some of the weaknesses, such
as it͛s low brand awareness which probably is the biggest barrier in HCL CDC͛s
success. This will most surely help the company gain competitive advantage.

ÿ As a matter of fact they have already made their intentions clear by taking
major initiatives such as- tying up a deal with Webel to provide hardware &
networking training to the youth of India.

ÿ In the end it can only be concluded that in spite of being the new kid on the block
HCL CDC has great potential of growth & although their way to the top will not a
be an easy one, but still is believed that they will reach their ultimate goal of IT
empowerment because they believe that- ͚ ONLY A LEADER CAN TRANSFORM
YOU INTO A LEADER͛