Vtu Mba Marketing Project Report

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SUMMER INTERNSHIP PROJECT REPORT

Strategic Analysis and Market Research for EducationERP.Net
At
Globals Inc., Bangalore.
(Submitted in partial fulfillment of the requirement for the award of Degree of
Master of Business Administration)
Visvesvaraya Technological University, Belgaum.

Submitted By
Mr. Sreedhara K.R
(USN: 1BJ08MBA51)

Under the Guidance of
Dr. K. Karunakaran
Professor, MBA Department
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SRI BHAGAWAN MAHAVEER JAIN COLLEGE OF ENGINEERING
DEPARTMENT OF MANAGEMENT STUDIES
Jakkasandra post, Kanakapura Taluk, Bangalore-562 112
April 2010

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DECLARATION

I declare that the Summer Project undergone by me at Globals Inc, Bangalore, is
carried out by me under the guidance of Dr. K. Karunakaran, Internal Guide, Department of
Management Studies, Sri Bhagawan Mahaveer Jain College of Engineering, Bangalore and is an
independent work. The report has not been submitted earlier to Visvesvaraya Technology
University or to any other Institution. The matter in this report is based on the information
collected by me at Globals Inc. under the guidance of Anmol Vij Associate Manager,
External Guide.

The report is towards the fulfillment of the requirement of the Master of Business Administration
course of Visvesvaraya Technological University.

Date: SREEDHARA K.R.
Place: Bangalore (USN: 1BJ08MBA51)

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ACKNOWLEDGEMENT

I wish to thank all those who helped me and without whose
support, I could not have completed this project successfully.

First and foremost I express my heart felt thanks to Mr. Anmol
Vij, Associate Manager of Globals, for granting me the
permission to do the project and for his constant guidance
during my project.

I would like to thank with immense gratitude Dr. Y Vijay
Kumar, the Principal of Sri Bhagawan Mahaveer Jain College
of Engineering and Prof. L P Rajan, the Head- Department
of Management Studies for allowing me to undertake this
project.
I have immense pleasure in expressing my deep sense of
gratitude to Dr. K. Karunakaran, Professor MBA,
Department of Management Studies for his valuable guidance,
time, co-operation and support without which this project
report would not have been completed.

Last but not least, I would like to thank my family and friends
for their wholehearted support for the completion of this project.

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CONTENTS
CHAPTERS PARTICULARS
PART - A
1 EXECUTIVE SUMMARY
2
GENERAL INTRODUCTION
INDUSTRY PROFILE
COMPANY PROFILE
3 MCKINSEYS 7 S MODEL
4 SWOT ANALYSIS
5 LEARNING EXPERIENCE

PART - B
7 GENERAL INTRODUCTION
8
RESEARCH METHODOLOGY
Statement of the problem
Objectives of the study
Scope of the study
Methodology
Limitation of the study
9 ANALYSIS AND INTERPRETATION
10 FINDINGS
11 RECOMMENDATIONS AND
CONCLUSION
12 ANNEXURE AND BIBLIOGRAPHY

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EXECUTIVE SUMMARY

Indian IT/ITeS sector has seen too much of up and downs in this decade. It has become very
crucial for every company to acquire and retain best talent, getting clients and serving them
profitably, providing cost effective solutions without compromising on quality.
Indian IT/ITeS sector is dominated by a few large corporations along with presence of large
number of small and medium scale organizations. Intense competition can be seen in this sector.
This project Titled Strategic analysis and Marketing for EducationERP.net aims at analyzing
Globals Inc and its flagship product EducationERP.net strategically.
Primarily, Indian IT and ITeS industry and its Macro Environment are analyzed.
In the later part, Market Research is done on Indian Education Sector to get insight about the
industry since, it is EducationERP. Nets target market.
Competitive analysis for Education ERP is conducted considering the major competitors based
on their market share.
Finally, a client satisfaction survey is conducted using Online Questionnaire Survey method with
the objective to know client satisfaction level and their expectations from the company.
Based on the analysis of the industry and company, my recommendations to Globals is to focus
more on SaaS based IT solutions, increase breadth of its offerings, enter into new markets and
should focus more on growing its partners network to strengthen its distribution channel for
Education ERP. In addition, meeting the criteria to get SEI-CMM level 5 company status and
getting ISO certification is very essential for company.

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INDUSTRY PROFILE

In an increasingly globalised world, significant complexity and uncertainty is being attached to
the unprecedented economic crisis. The Indian economy has also been impacted by the
recessionary trends, with a slowdown in GDP growth to seven per cent. The focus and
exponential growth in the domestic market has partially offset this fall and insulated the country,
resulting in net overall momentum.

The IT-BPO industry in India has today become a growth engine for the economy, contributing
substantially to increases in the GDP, urban employment and exports, to achieve the vision of a
young and resilient India. During the year, the sector maintained its double-digit growth rate
and was a net hirer. This growth has been fueled by increasing diversification in the geographic
base and industry verticals, and adaptation in the service offerings portfolio. While the effects of
the economic crisis are expected to linger in the near term future, the Indian IT-BPO industry has
displayed resilience and tenacity in countering the unpredictable conditions and reiterating the
viability of Indias fundamental value proposition. Consequently, India has retained its
leadership position in the global sourcing market.

The Indian Information Technology industry accounts for a 5.9% of the country's GDP and
export earnings as of 2009, while providing employment to a significant number of its tertiary
sector workforce. More than 2.3 million people are employed in the sector either directly or
indirectly, making it one of the biggest job creators in India and a mainstay of the national
economy. In March 2009, annual revenues from outsourcing operations in India amounted to
US$60 billion and this is expected to increase to US$225 billion by 2020. The most prominent
IT hub is IT capital Bangalore. The other emerging destinations are Chennai, Hyderabad,
Mumbai, Pune, NCR and Kolkata.

The share of IT (mainly software) in total exports increased from 1 percent in 1990 to 18 percent
in 2001. IT-enabled services such as back office operations, remote maintenance, accounting,
public call centers, medical transcription, insurance claims, and other bulk processing are rapidly
expanding.

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The Indian IT-BPO industry is estimated to achieve revenues of USD 71.7 billion in FY2009,
with the IT software and services industry accounting for USD 60 billion of revenues. During
this period, direct employment is expected to reach nearly 2.23 million, an addition of 226,000
employees, while indirect job creation is estimated to touch 8 million. As a proportion of
national GDP, the sector revenues have grown from 1.2 per cent in FY1998 to an estimated 5.8
per cent in FY2009. Software and services exports (including BPO) are expected to account for
over 99 per cent of total exports, employing over 1.76 million employees. While the current
mood is that of cautious optimism, the industry is expected to witness sustainable growth over
a two-year horizon, going past its USD 60 billion export target in FY2011.

While the industry has significant headroom for growth, competition is increasing, with a
number of countries creating enabling business environments aimed at replicating Indias
success in the IT-BPO industry. Hence, concentrated efforts are required by all stakeholders to
address the current challenges, to ensure that India realizes its potential, and maintains its
leadership position.

ITES:

ITES refers to Information Technology Enabled Services. BPO or Business process outsourcing
is the arm of ITES, which facilitates delivery of services through the use of information
technology. ITES services are diverse in nature. It's easier to understand by segregating it as
customer interactive services and back office operations for remote customers. India based
service providers can deliver services in diverse areas such as finance, HR, administration,
healthcare, telecommunication and manufacturing. Services ranging from customer care, call
centers and claims processing to medical transcription, HR hiring, biotech research, Web
sales/marketing and back-office operations such as accounting, data processing, and data mining
harness the power of IT. However, it necessitates transfer of ownership and management of the
process from the customer (offshore) to India-based service provider in order to deliver service
to remote areas through telecom and Internet medium. Sensing its advantages, host of fortune
500 and fortune 1000 businesses of all sizes have set up their own BPO units or have outsourced
to Indian firms to reap the advantages of this.

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Today, Bangalore is known as the Silicon Valley of India and contributes 33% of Indian IT
Exports. India's second and third largest software companies are headquartered in Bangalore, as
are many of the global SEI-CMM Level 5 Companies.

KEY INDUSTRY HIGHLIGHTS
= Government IT spend estimated at INR 150 billion in 2009; expected to reach INR 250
billion by 2011.
= US $ 9 billion business opportunity in e-Governance.
= APAC is the fastest growing geography with an estimated growth of 10%.
= Indian IT-BPO industry continues to dominate the global market place with 51 percent
market share.
= Growth in emerging verticals such as retail and healthcare 3x faster than core verticals.
= Infrastructure services to be a key growth driver for the industry with an estimated
growth of 10.5%.

Indian IT Industry Sector Growth

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Break up of Total Global IT Spending

The Global IT spending is
expected to decline
steeply below the
expected levels of $869
billion by 2010.

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Revenue by Geography

Key highlights of the Indian IT industry performance in FY 2009-10

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ESTABLISHED IT/ITES HUBS IN INDIA

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PORTERS FIVE FORCES MODEL FOR INDIAN IT INDUSTRY

Threat of Substitutes: Medium
1. Other offshore locations such as
Eastern Europe, the Philippines and
China, are emerging and are posing
threat to Indian IT industry because
of their cost-advantage. However,
this should have an impact only in
the medium to long term.
2. Price quoted for projects is a major
differentiator, the quality of products
being same.

Barriers to Entry: Low
1. Low capital requirements.
2. Large value chain, space for small
enterprises.
3. MNCs are ramping up capacity
and employee strength.

Bargaining Power of Customers:
Very High
1. Large number of IT companies
vying for IT projects resulting in
high competition for projects.
2. Huge decline in IT expenditure:
Indian IT sector is dependent on USA
and BFIS in particular for majority of
its revenues, and with the recent
financial crisis, the new spending
from these has reduced
tremendously.
3. However, for the existing
products and services, the clients
continue the old companies.

Bargaining power of supplier: Shift
from high to low
1. Due to slowdown, the job-cuts,
the layoffs and bleak IT outlook.
2. Demand and supply of IT
professionals is no longer that
favorable to employees.
3. Availability of vast talent pool
freshers and experienced.

RIVALRY AMONG FIRMS: High
1. Commoditized offerings
2. 'Low-cost, little-differentiation'
positioning.
3. High industry growth
4. Strong competitors few
numbers of large companies.

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COMPANY PROFILE

Background and Inception of the company.

Globals Inc is a multinational company founded in the year 2000 by Mr. Suhas Gopinath at the
age of 14 years at California, USA.

Suhas Gopinath is a resident of Bangalore and wanted to launch his company in India. However,
his attempt to launch a private limited company ran into difficulty, as the laws in India did not
allow a kid of 14 to start a company. Therefore, Suhas decided to turn to US where such a law
did not exist. Thus, Globals Inc was set up in California and registered online in San Jose.

Globals has drastically grown from a small home office to a recognized multinational company
with presence in 11 countries with headquarters in India.

Globals offers cost effective world-class quality solutions in Web, e-Commerce, Software, and
Mobile. Till date Globals has served more than 200 clients worldwide. Globals helps customer to
reduce their operational costs significantly, helps them cut down carbon emissions and increase
revenues.

Nature of the business
Globals is serving the global clientele base in 11 countries in the ITeS spectrum. It offers wide
range of products and services including world-class quality solutions in Web, e-Commerce, and
Mobile. Today Globals develops mission critical applications on the web for various industries
including Education, Finance, and Governments.

Vision
To be a world class IT solution provider and to become one of the most preferred IT partner in
the world.

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Mission
At Globals, we aim to offer cost effective world class quality IT solutions to every customer
and to translate our solutions into value for our customers. We are also committed to conduct our
business in a fair, ethical, and legal manner at every level of our organization.

Business Philosophy
At Globals, we have always placed quality over quantity, mind over machine and unity over
uni-opinion. Our work culture and philosophy has helped us to establish employee friendly
workplace where team spirit and leadership is well nurtured. There is a lot of enthusiasm among
our people to perform and this enables our work more streamlined and solutions meet the
prescribed time boundary.
We believe in doing things through proper channels for optimum results. Nothing else would
explain serving more than 200 clients worldwide. We at Globals understand we have miles
to go before even looking back. Hence, we do not rest on our prior laurels. Laurels come and
go, progress is the only thing on our minds, and will be the same for the time to come.

Total Quality Process
At Globals, we employ a total quality process that begins on day one and carries through to the
successful launch and long-term maintenance of a project. With the help of our highly trained
quality assurance personnel, we check our work, test our products, and anticipate errors, working
to maximize quality for the total solution we develop.
By providing high quality IT services, on time and at lower than market prices, we help our
clients get to market faster and with more stability than other providers. Globals shall relentlessly
strive to create a unique software development environment where every employee is aware of
quality and its economics.

To ensure quality from the ground up we are using accredited techniques for planning, testing,
project management, requirements and configurations. To complement this, we also apply

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techniques to control and measure our performance and process quality to scope out
opportunities for further improvement and improved technology.
Our interlaced quality control policy not only helps us to streamline an applications
development, but also to:
Offer high quality projects that exceed expectations and come in on time and on budget;
Reduce client risk by providing a predictable and controlled development process;
Focus on dynamic solutions by concentrating on the tasks at hand in the most efficient way
possible.
The three most important factors that we consider and emphasize to maintain our quality
standards are Process, Technology and Personnel quality that enables to Globals to offer cost
effective world-class quality solution.

PRODUCTS/SERVICES PORTFOLIO

The portfolio of products and services comprises the following:
1. IT strategy.
2. Procurement and partnership
3. Business Process Improvement
4. Information Management
5. Contract Development
6. Web Designing
7. Web Development
8. Content Management System
9. Internet Marketing
10. Media Streaming
11. Custom Application Development/
12. Custom Software Development
13. Industry Solutions
14. WAP
15. Education Management

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Products and Services Profile

2. Solutions offered

2.1. Web Solutions

Globals offer a spectrum of web solutions that includes high quality Web Designing,
Integration and Implementation Content Management Systems, E-Commerce Solutions,
Web 2.0 Solutions, Customized Portals, Hosting & Maintenance, and Development of
customized web applications, including customization of Open Source applications. We have
been successful in making our Business Partners internet presence successful by adopting
the methodology expressed below:

Web solutions development methodology

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2.1.1. Web Designing

Globals has the creative skills, advanced experience, and cutting edge resources essential to help
illustrate clients brand and image. Highly professional web development and design staff at
Globals apply a combination of proven experience with innovative design expertise to generate
zeal for clients' products and services. The team of graphic design, web design, and web
development professionals utilize years of fine-tuned skills to assist small to large corporations
in successful online customer communication. Globals can add value to its clients internet
presence at any stage of the lifecycle like revamping an existing website, building from scratch,
maintenance of the website, etc.
A site must precisely convey clients business philosophy and approach. Globals offer a
complete package of web design services, from initial planning to final implementation. Our web
design services include the following services:
Graphic designing including 2D & 3D Modeling
Website Content Planning & Drafting
Logo Design & Corporate Identity designing
Website layout design
Designing Flash Intros & Animations
HTML Coding & Java Scripting
Navigation Menu
Sitemap
Newsletter design
Interactive flash web design

By holding to a thorough cycle of divergent and convergent modes, Globals comprehensively
explore possible design realizations and focus on those that most successfully complete clients
objective.

Globals design solution follows the following basic steps:
1. Analysis Understanding your business and its design requirements.

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2. Research - Visual research, image collection, competitive analysis
3. Briefing - Summarization of analysis and research with focus on objectives.
4. Conceptualization - generation of many ideas and prototypes
5. Refinement - Analysis of previous phase, extracting positive aspects and discarding others
6. Realization - Finalization of refined prototypes and post-production
Globals expert technology in design solution includes Adobe Photoshop, Adobe Flash, AJAX,
HTML, DHTML, JavaScript, Swish, Dreamweaver, Adobe Illustrator, QuarkXPress, etc.

2.1.2. Web Development

Globals has been developing custom web applications and websites since its inception. We
follow a process oriented development methodology planned to minimize project risks and
development time. We focus on business solutions that fulfill business objectives, instead of
merely providing technical solutions. Our work is diverse and we cater to clients from all over
the world. Our clientele range from Fortune 500 companies to individual entrepreneurs.
A customized web application development derived out of the vision of the client results in
higher productivity, managing information effectively, reducing cost and smooth functioning of
business processes. As the market leader in Web Solutions, Globals has always added value to its
business partners internet presence.

Some of Globals Web Development service includes:
Custom Website
Newsletters
Social Networking & Dating portals
Real Estate portals
Healthcare and Tele-medicine portals
Online Catalogue
User registration and member database websites
Event management portals
RSS feeds
Corporate Websites and more

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Advanced database driven websites can be used in a number of areas to boost positive online
experiences. From the security of user password protection to data retrieved from referral
tracking programs, all web sites that strive for better interactivity rely on database programming
at the server.

Few database-driven websites includes:
E-commerce or online ordering systems
News feeds and finance portals
Product search and site search websites
Member database
Restricted access to sites
Event registration and more

Features of our Application Development Process
We dedicate a great deal of our consulting hours in understanding your business, your
core objective & then draft a strategic plan to achieve the end in most cost-effective
manner.
Our professional methodology ensures delivery on time and within the budget.
We give special emphasis on scalable web application development. A scalable web
application development can accommodate the rapid business changes with ease in the
time to come.

Technology
Globals has teamed with the finest programmers and analysts in various web-based technologies
who have great experience in their respective skill sets.
Technologies include:
Internet Programming Languages ASP, ASP.NET, VB.Net, C#, PHP, Ruby, Perl (CGI),
ColdFusion, Python, JavaScript, VBScript, Active Script (Flash)

Technologies HTML, XML, AJAX, DHTML, OLE/COM, ActiveX, DCOM, COM+,
COM.NET, Cobra, WAP, J2EE, SQL, ADO, ADO.Net, .Net Compact Framework.

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Databases MS SQL Server, MS Access, MySQL, PostgreSQL, Oracle, Informix, DB2, Sybase

Web Servers MS Internet Information Server (MS IIS), Apache, WebSphere, Tomcat Apache,
Jrun
Operating Systems MS DOS, MS Windows 98,ME, Windows NT/2000, Windows XP, Linux,
FreeBSD, Unix.

Technologies Used at Globals.

2.2. E-Commerce Solutions
Leveraging the unique combination of technical competence and business knowledge Globals
delivers integrated B2C (business-to-customers) and B2B (business-to-business) e-commerce
solutions. Our solutions designed to serve our clients business needs ensuring streamlined
operations, improved customer service, brand awareness, connection with business partners and
prospects.
From e-commerce strategy consulting, solution development and application integration to
solution deployment and post-implementation support our business analysts and technical

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experts can help you implement a dependable solution that will maximize your competitive
advantage and organizational productivity.
Globals has a wealth of experience building and maintaining both retail and B2B e-commerce
solutions.
Globals e-commerce solutions allow you to start trading online quickly and cost effectively.
Your website handles the entire sales workflow fast and securely. Orders are processed via a web
based back office, automatically updating all records and generating the required sales,
invoicing, customer and supply-chain documentation. Globals e-Commerce solution includes a
complete lifecycle of integrating and implementation of e-Commerce based services our end
user. The following is a typical e-Commerce model with various entities and third party systems
like Shipping, Payment Processing, Security, Merchant Notification, etc for which Globals has
remarkable expertise.

E-Commerce Model
Clients website has easy-to-use customer relations management tools and the website content is
quick to update; making it simple to buy and sell online. Globals delivers high-performance
ecommerce solutions helping business partners maintain a competitive edge including multiple

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features that facilitate connect a customer to complete transactions. End-users will have the
ability to place real-time credit card transactions in a secure mode, and the complete order
process from a client viewpoint can be completed in a matter of minutes. Globals e-commerce
solutions also seamlessly incorporate the web store into the current store operations using such
tools as order fulfillment and management system, integration with several shipping gateways,
and extension to POS/Accounting and other legacy systems.

Globals E-Commerce Solutions includes the following:
Online Payment Gateway integration like Citibank, VeriSign, PayPal, WorldPay, etc
Shipping Gateway integration like FedEx, DHL, UPS, etc
Inventory Management
Online Shopping carts
Customer Order Tracking systems
Mobile Commerce
Payment Management system
Tailor made payment gateways
Auctioning and Online Shop portals

Open Source e-Commerce Integration
Globals have been successfully integrating, customizing and implementing Open Source e-
Commerce solutions like OS Commerce, Zen Cart, Fish Cart, etc. Globals offers one of the
largest compilations of ecommerce templates for a customized ecommerce solution with our
exclusive design and development skills and resources.

2.3. Web 2.0 Solutions

The Web 2.0 Division has taken conventional text based internet marketing techniques and
combined them with Web 2.0 Technologies like audio, video, social networking and mobile
promotion. The goal of the Web 2.0 Division is to get your product and service messages into the
everyday lives of the internet public at lower costs than traditional media outlets.

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At Globals, we have been specializing on the state of the art Internet Technology Web 2.0,
where we have already developed various Web 2.0 applications like Social Networking Portals
for various groups of interests like Medical Professionals, Hedge Fund Investors, Students,
Celebrities, etc. Apart from Social Networking portals, our other expertise of Web 2.0
applications includes Auction Portals, Content Management Systems (CMS), Blogs, Mobile
based Web 2.0 (Mobile 2.0), News Publishing Systems, Event Management Systems and Portals
for Events like Conferences, Webinars, etc, and Ecommerce portals.

Web 2.0 Solution

Key Features of Web 2.0:
Websites that use the WWW as a platform to offer application driven websites
Linking information within websites and the use of systems designed by an architecture of
participation (systems designed for user contribution, such as open source projects)

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Lightweight application development that allows for service (web services) and content (RSS)
syndication
Perpetual Beta, applications are in constant state of Beta and upgraded continuously.
Lightweight business models enabled by content and service syndication
A rich, interactive, user-friendly interface based on AJAX or similar frameworks.

Globals Web 2.0 Solution can assist your organization in bridging the information divide to the
marketplace. Web 2.0 solution offers the next generation of online marketing tools that will
enable your organization to harness the power of the Internet to reach customers in unique and
varied ways. This with the goal to get people together to share their expertise and thoughts about
your products and services through social interaction thereby creating brand awareness, buyer
interest and enhanced selling opportunity. Just as the open source movement changed the face of
software development, so has Web 2.0's open source content model changed online marketing.
Globals has gained enormous experience in the development of Web 2.0 applications for in-
house Internet Ventures and for external business partners across the world. Hence, reassuring
world class quality solutions on Web 2.0 technology and with the major advantage of reducing
costs in development and quicker delivery by integrating Open source technology.

2.3.1. Custom Application Development

To gain a competitive edge requires innovation, automation and streamlined software
development. Globals satisfies requirements in almost any industry where speed and accuracy
are vital. There are times, however, when a client needs a customized engineering workflow,
focused functionality or a solution that requires intensely customized technology in order to stay
competitive. To achieve this objective, Globals offers custom software development with its
Agile Application Development Methodology, which is a globally proven and acclaimed
development process, and is the technology base to Globals. Through user interface reduction
and supplementing or reducing functionality, clients easily realize their goal to maximize the
automation Globals can bring to an enterprise while limiting the risk introduced through options
and complexity.

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The competence and experience of Globals ensures excellent services and solutions to our
clients. The highest quality standards are maintained at every stage of the development process
from conceptual design to final release. We use the most popular and cutting edge technologies.

Development Process: The approach that we adopt is the iterative methodology, where the
project goes through one or more iterations of all project stages till we meet clients expectations.
We have defined processes for requirements capture, analysis, design, development, testing and
deployment. We generate UML diagrams representing the Use Case Model, Analysis Model,
Design Model, Implementation Model and Test Model.

Requirement Definition: Client requirements are gathered. This is done on the basis of
information provided by the client in the form of documents, existing systems & process specs,
on-site analysis interviews with end-users, market research and competitor analysis.

Analysis: A detailed analysis is carried out from the information in the vision & scope document
and feature list.

Design: The application design is developed on the basis of the software requirement
specification, use case specification, business rules & diagrams and the scope agreed upon in the
Requirement Definition stage.

Development: The actual code based on the design is created and tested against design
requirements and test cases.

Integration and Testing: The developed application is tested through test cases, test plans and
user acceptance criteria in the deployed environment, followed by client acceptance tests.

Deployment and Acceptance: In this stage, the developed application is deployed on the live
server, and after complete documentation, user manual, etc, the application transfers the
knowledge to the maintenance team.

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2.4. Software Solutions

Client organization's operations, strategic direction, and information system challenges are
unique. Globals Inc. provides its clients with a distinctive understanding and thorough
assessment of your enterprise systems, from the desktop to the mainframe. Globals assessment
capabilities empower clients organization to visually access, manipulate, and analyze complex
data, systems, and applications. With this understanding, clients can achieve their objectives,
avoid disruption, expedite implementation, and reduce the total cost of ownership. Globals
provide full-range service to Define, Develop and Support software projects.

2.5. Industry Solutions

2.5.1. Financial services
Globals looks at the sweeping changes, business challenges, and customer demands impacting
the financial services industry and sees opportunitiesfor virtual multichannel enterprises,
expansive customer-focused services, evolving business partnerships, and cost-effective
integration of today's leading technologies across your enterprise. Let us offer you a new view of
the future with cutting edge solutions that transform your business and help you seize the
opportunities for a successful financial services future.

2.5.2. Manufacturing
Globals looks at market trends and key business issues to identify opportunities to help you
streamline your time-to-market, improve employee effectiveness, enhance customer channels,
speed market expansion, and build a solid infrastructure. From Customer Relationship
Management, to Converged Voice and Data Networks, to Unified Communication, we can
deliver cutting-edge solutions that equip your manufacturing firm for a successful business future
in today's customer economy.

2.5.3. Retail
Globals Inc is prepared to help meet the changing needs of businesses in the retail industry. We
can help you make the most of your existing communications network by giving you cost-saving

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efficiency and competitive savvy. Globals Inc brings you the best in next-generation
communications technology backed by an impressive array of services and support to meet your
needs for Customer Relationship Management (CRM), Converged Voice and Data Networks,
and Unified Communication solutions.

2.5.4. Government
Government at all levels is challenged with protecting people, property, and infrastructure during
emergencies and disasters. We believe that communications are critical to enabling government
organizations to respond to, recover from, and manage through emergency situations. As a world
leader in communications solutions, Globals Inc delivers powerful communications systems,
applications and services designed to meet the needs of Federal, State, and Local Government
bodies.

2.6. Mobile Solutions
Globals Inc. Mobile Solutions provides network operators and OEM partners with a complete
end to- end solution for the delivery of easy to use, simple to support, and cost effective mobile
data applications.
As a creative software solutions developer and system integrator with proven credentials in
advanced technology, Globals Inc can speed the efforts of your organization to bring wireless
applications to market.
Globals Inc provides the tools and infrastructure to fit your mobile strategy - whether it's
accessing e-mail and PIM data, accelerating the delivery of data to remote users, or deploying
full-scale, customized mobile solutions. We offer you Wireless applications and Micro-controller
systems that can be monitored from any remote locations.
Globals Inc also provides solutions like SMS applications, Group SMS, SMS controlled devices,
etc. Overall our aim is to support our partners, enabling them to deliver a branded product that
hides the technological complexity of mobile data; is simple to use; and is geared for the mass
market.

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3. Products

3.1. EducationERP.net
EducationERP.net is a specialized ERP solution for Educational Institutions resulting in better
management and enabling institutions with better decision making capabilities. With excellent
domain and technical expertise, educationERP.net has been developed by working closely with
premium institutions and domain experts in the education sector. educationERP.net has evolved
as the most preferred ERP for educational institutions.
EducationERP.net is our ingenious effort to streamline your Institutions process starting from
admissions management to placement cell management, we have an answer to all your problems.
A range of modules of our ERP would facilitate you to manage your institution successfully.
educationERP.net helps in controlling the working and functionality of your institution. It also
strengthens the bond between students, teachers, parents, management and the administration
staff of your institution. The open ended and scalable architecture enables our ERP to be
customized according to your unique requirements.
Concisely, educationERP.net is a comprehensive and an extremely user friendly solution with
Web 2.0 interface and mobile enabled ERP.

SBMJCE - 29 -

4. Business Process Outsourcing
Business Process Outsourcing (BPO) - Enables you to focus on the core activities of your
business, by outsourcing the labor-intensive processes where the objective of the processes,
which is a non-value addition task, is effectively and efficiently achieved in terms of cost and
time.
At Globals we deliver a predictable and flexible process management services. We offer the
following services:
Insurance Process
Data Management Services
Knowledge Process Outsourcing
RPO

4.1. Insurance
At Globals we offer highly cost effective healthcare insurance data processing and administrative
services. We offer claims administration and management solutions to PPOs, HMOs, TPAs,
Insurance carriers, Re-Insurance Carriers, Medicaid, and Medicare Administrators, Self-funded
plans, Benefit administrator and provider groups.
Our entire portfolio of Front-end Services, Claim Administration Services, Back-end Processing
Solutions, and IT Services allows GIPL to provide a complete & integrated package of insurance
data processing services.

4.2. Data Management services
Our data-entry experts work with utmost accuracy and confidentiality. We plan the service that
we offer for your specific data entry projects and form consistent processing requirements and
the technologies we use, enable us to deliver on time data quality, accuracy, and swift turnaround
time.

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Area of Opearation

Global operation in 11 countries, excluding India.
Headquarters is at Bangalore, India and having branches in the following countries:
USA, UK, Spain, Netherlands, Italy, Germany, Chile, Canada,Bangladesh, Bahrain, Australia.

Ownership Pattern

Privately held sole proprietorship company registered in India as Globals ITeS Pvt.Ltd.
Owned by the founder Mr.Suhas Gopinath, a Resident of Bangalore.

Registered Headquarters

Globals ITes Pvt. Ltd.,
Samriddhi, 10, 2
nd
Floor,
RMV 2
nd
Stage, New BEL Road,
Bangalore - 560094 INDIA.

Achievements/Awards

Globals was chosen as one of 9 ICT partners of World Bank.
Member of World Economic Forum.
Information and Communication Technology (ICT) partner of European Union.

Corporate Social Responsibility

Organized Global Dignity Day at Jain Vidyaniketan.
Globals has adopted Deena Seva Sangha School.
Employees of Globals have volunteered in social service initiatives of Yuva Bengaluru, a NGO.

SBMJCE - 31 -

Future Growth Prospects

As the world gets out of the recession, IT spending by companies is going to increase which in
turn would benefit Globals.
With the increase in adoption of Software as a Service, popularly known as SaaS model of
application delivery, Globals foresees an increasing demand for its SaaS based applications.
In addition, Mr.Suhas Gopinath, CEO & President of Globals in an Exclusive interview revealed
his plan of expanding operations into Pakistan, thus being the very first indian company to setup
its branch in Pakistan.
Company is looking for Venture Capital funding to scale up its business. Also, it has plans for
going public through IPO (Initial Public Offering) in the near future.
Globals has launched a new internet venture named DoRef which is a social networking site for
officials.

Global Partners Network

a) HCL
b) European Business School
c) World Economic Forum
d) WHU
e) BrainNet
f) Hindsight
g) World Bank
h) European Union

SBMJCE - 32 -

HOW WILL WORKING WITH GLOBALS BE CHEAPER?

The way Globals keeps its cost low can be explained by comparing the salary of the talented
programmer in US versus India. While a talented programmer in the US will be in the higher
salary range, the actual cost to company for every employee is substantially more. In addition to
the salary, every company needs to make other statutory payments for each employee. In
addition, for each role, there will be other infrastructure costs such as hardware, software, utility,
and space costs that get added as overheads.
About the earnings of Globals employees it was observed that the employees in India earn
between Rs.20,000 to 25,000 a month. (approximately equal to US $ 550 to 650) which is
considered as a good wage in India but is about one third of what the Globals employees get
(approximately US $1500) in the western countries.
In a typical project, the analysis, architecture and design takes up approximately 15% of the time
in terms of effort and costs approximately 20% of the total cost, project management takes up
approximately 20% of effort and 28% of cost, and development and testing takes the remaining
65% effort and 52% of the cost.

Overall, a 12 man month project that would take approximately a year for a programmer in the
US (costs about $100,000) can be completed in about 6 months by a team in India, and at an
approximate total cost of $25,000.
Thus, Globals delivers cost effective, quality solutions within the stipulated time period to its
clients.

SBMJCE - 33 -

MCKINSEY & COMPANY 7S FRAMEWORK MODEL

What is 7S-Model?
The 7S-model is a tool for managerial analysis and action that provides a structure with
which to consider a company as a whole, so that the organizations problems may be diagnosed
and a strategy may be developed and implemented. The seven Ss is a framework for analyzing
organizations and their effectiveness. It looks at the seven key elements that make the
organizations successful or not.

The 7S diagram illustrates the multiplicity interconnectedness of elements that define an
organizations ability to change. The theory helped to change managers thinking about how
companies could be improved. It says that it is not just a matter of devising a new strategy and
following it through. Nor is it a matter of setting up new systems and letting them generate
improvements.

SBMJCE - 34 -

To be effective, their organization must have a higher degree of fit, or internal alignment
among the seven Ss. All Ss are interrelated, so a change in one has a ripple effect on all others. It
is impossible to make progress on one without making progress on all. Thus, to improve their
organization, you have to pay attention to all of the seen elements at the same time. There is no
starting point or implied hierarchy-different factors may drive the business in any one
organization.

STRATEGY
Strategy is a plan an organization formulates to gain substantial advantage over the competition.
It is the art of devising and employing a system of activities that mobilizes all resources towards
a valuable goal. Strategy is the determination of basic long term goals and objectives of an
enterprise, and the adoption of course of action and the allocation of resources necessary for
carrying out these goals.

Strategies adopted by Globals
Globals has drastically grown from a small home office to a reputed MNC by adopting the
following strategies:
Generic Competitive Strategies
a) Low Cost Leadership
Globals from its inception has provided its quality services at a cost which is significantly
lower than its competitors to achieve a rampant growth.
b) Differentiation
EducationERP.net, a flagship product of Globals is differentiated in terms of technology
used, delivery model, customer service, which contributes a considerable portion to
companys revenue.
Ansoffs Matrix: Grand Strategy
Current Market New Market
Current Product

Market Penetration Strategy Market Development Strategy
New Product

Product Development Strategy Diversification Strategy

SBMJCE - 35 -

Also, it has separate functional strategies for HR, Finance, Operations and Marketing.

STRUCTURE
Structure describes the hierarchy of authority and accountability in an organization. These
relationships are frequently diagrammed in organizational charts. Most of the organizations use
some mix of structures pyramidal, matrix or networked ones to accomplish their goals. A
structure is the formalizing of relationships, roles, and responsibilities in order to organize and
perform work.
In simple terms, Structure is the pattern in which the various parts or components are interrelated
or interconnected. Therefore, organization structure is the pattern of relationships among various
activities and positions. Because various persons hold these positions, the structure is the
relationships among the people in the organization.

Management Structure at Globals

Chief Executive Officer & President Mr.Suhas Gopinath
Chief Operating Officer Mr.Vineeth Kumar.
Chief Technology Officer and Vice President,Software Solutions Mr.Samuel S Carre
Vice President, Finance Mr.Anil Desai
Vice President, Strategy and Marketing Ms.Amruta Desai
Vice President, Worldwide Human Resources Mr.Micheal Vaughan
Senior Vice President, e-Commerce & Web Solutions Mr.Vantt Chris

SBMJCE - 36 -

Board of Directors

Departments
Web Solutions
HR & Administration
System & Administration
Opalesque
Jadoos
Strategy & Marketing
.Net Development (EducationERP)

SYSTEMS
A system refers to the processes used to manage the organization. It includes:
Management information Systems
Innovation Systems
Performance Management System
Financial System/Capital Allocation System
Compensation System/Reward System
Customer Satisfaction Monitoring System
A system is defined a process or set of processes that links and orders activities to enable work to
be done and goals to be achieved. System in simple words is the formal and informal procedures
Chairman of the Board (CEO Deepti Marketing Services) Mr. M.R. Gopinath
Vice Chairman of the Baord (CEO, Globals Inc.) Mr. Suhas Gopinath
Executive Director (COO, Globals Inc.) Mr. Vineeth Kumar
Non-Executive Director (Chairman, Jain Group of institutions) Mr. R Chenraj Jain
Non Executive Director (CEO Deepti Electronics & Electro-
Optics Pvt. Ltd.)
Dr. Sheshadri M.R.

Executive Director (Legal Counsel, Globals Inc.) Mr. Joshi D.N.
Non-Executive Director (NASA Washington DC.) Dr. Narayan Rao

SBMJCE - 37 -

including compensation systems, management information systems and capital allocation
systems that govern everyday activities.

Systems used in Globals
Globals has automated its systems such as Employee Attendance using a web based application
GScheduler, Leave application, HR using a ERP system called OrangeHRM, and all the
marketing activities are synchronized together using SugarCRM.

STYLE
Style of leadership or relationship refers to the manner in which an individual uses his or her
talents, values, knowledge, judgment, and attitudes to lead and relate to others. Style expresses
the persons character. Style is the leadership approach to top management and the
organizations overall operating approach; also the way in which the organizations employees
present themselves to the outside world, to suppliers and customers. In simple words, Style is the
pattern of behavior, which the leader adopts in influencing the behavior of his followers in the
organizational context.

Management Style in Globals
Globals encourages entrepreneurial spirit in its employees.
The leadership at Globals is result oriented and emphasizes on time management.
Leaders at Globals are decisive, take initiative, and believe in teamwork.
They believe in delivering the quality irrespective of the quantity.

SKILLS
A skill is the ability, knowledge, understanding, and the judgment to accomplish a task. Skills
maybe defined as what the company does best, the distinctive capabilities and competencies that
reside in the organization.

Globals has mastered the best practices in these areas of management Project management, Off
sourcing related activities, Marketing management, Jargon free practical IT consulting and
handling mission critical application development projects.

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STAFF
Staffing maybe defined as filling, and keeping filled the positions in the organization structure.
This is done by identifying workforce requirements; inventorying the people available and
recruiting, selecting, placing, promoting, appraising, planning the carriers of compensating and
training or otherwise developing both the candidates and current job holders so that the task is
accomplished effectively and efficiently.
Globals recruits both freshers and experienced people. Globals is an equal employment
opportunity provider without any discrimination like race, gender etc.

SHARED VALUES
Shared values are what engender trust. Values are the identity by which a company is known
throughout its business areas. These values must be explicitly stated as both corporate objectives
and individual values. A shared value is an essential characteristic or attribute promoted by the
organization to motive the behavior of members of the organization.

Globals has few core values which are the essence of their business:
Leadership Entrepreneurial spirit
Integrity Ethical & Legal business practices
Swiftness Timely, quick delivery to clients.
Commitment Accountability in delivering the promised.

Globals follows these code of ethics:
Respect for people
Training and Development
Maintain confidentiality
Ethical business practices
Green policy

SBMJCE - 39 -

S.W.O.T ANALYSIS OF GLOBALS

Strengths
> Brand Name
>Advanced Technologies
> Efficient Management team
> Cost advantage
> Quality and matured process
Weaknesses
> High employee attrition rate
> Unable to get deals of large sum.
> Not a SEI-CMM Level 5 company which is
mandatory to get most of the Govt and PSU
projects.
Opportunities
> Govt spending on IT increased.
> FDI in education sector to be allowed.
> High growth potential in new markets.
> Greater scope to service domains other than
BFIS like manufacturing, retail,
infrastructure, logistics etc.
Threats
> Increased competition from low wage
countries like China, Indonesia.
> Rupee - Dollar exchange rate fluctuations
affects revenue.
> Easy availability of substitute products
> US govt is against outsourcing
S.W.O.T Analysis

SBMJCE - 40 -

MY LEARNING EXPERIENCE

During my 10 weeks tenure at Globals as a Trainee Strategy & Marketing, I have learnt a
number of the invaluable lessons about the corporate world and how to face the challenges it
throws at us at every step.

Accomplishments

1. Developed corporate video for EducationERP.net
2. Published whitepaper on Software as a Service (SaaS)
3. Conducted market research of Indian Education sector, market sizing and potential.
4. Done competitive analysis for Education ERP.
5. Done Strategic analysis of external environment of Globals.
6. Worked on Search Engine Optimization (SEO) by posting blogs, tweets for EERP.
7. Prepared Sales Documents and material to help HCL Sales Associates in promoting
Education ERP.
8. Done analysis of GESS(Gulf Education Supplies and Solutions) Exhibition to decide
whether it is worth attending for Globals as an Exhibitor.
9. Prepared a case study on the success story of a client of Education ERP.
10. Assisted Business Analyst and Vice President, Marketing in Client Presentations.

Learning

1. Learnt how to conduct market research.
2. Learnt to use many applications such as Go To Meeting, Team Viewer and SugarCRM
etc. which are used in Marketing activities.
3. Got good exposure to deal with clients, which gave me a clear idea about B2B marketing
scenario and processes.
4. Meliorated the skill of writing reports and publishing whitepapers.
5. Gained insight about new technologies like SOA, SaaS, Cloud Computing, SEO etc.

SBMJCE - 41 -

SBMJCE - 42 -

PART B

INTRODUCTION

This part is further divided into four sections for the purpose of study.

Section-I deals with Strategic analysis of Globals macro environment.
Section-II deals with Competitive analysis for EducationERP.Net of Globals.
Section-III deals with the Indian education sector analysis with regards to EducationERP.Net
Section-IV deals with studying the customer perception, expectation and level of satisfaction.

NEED OF THE PROJECT/SIGNIFICANCE

In todays ever changing, volatile market scenario, it becomes very important for the
organization to analyze its external environment and to understand its impact on the business.

As there are lot of competitors who are striving to capture a better market share, it becomes
essential for the organization to do competitive analysis. In order to compete best in the market
place one must know key information about competitors.

Also, determining the market segment to serve and knowing depth and breadth of those segment
is needed for effective marketing.

Finally, Gaining a new customer is 5 times costlier than retaining the existing customer, says
Marketing experts. Hence, knowing what client feels about the product/services offered,
understanding the client satisfaction level is much required in order to serve the clients better.

SBMJCE - 43 -

SECTION-I
General Introduction
This section deals with the analysis of external environment of Globals.

Problem Statement
Studying the external environment of Globals to analyze the position of company strategically
with respect to the factors in macro environment.

Objectives of this study
Scan the Political, Economic, Social, Technological, Environmental and Legal
environments that affect the business directly or indirectly.
Foresee the long-term impact of those factors from organizations perspective.

Scope of Study
Data collected from the news articles featured in various Newspapers and Magazines. Analysis is
based on the data of Financial Year 2008-09.

Methodology
Secondary research conducted to collect data about the macro environment.
Sources of data:
Government websites
NASSCOM
Gartner Research
AT Kearney Research
Data Quest India
Silicon India

Limitations of study
The economic condition of IT industry getting revamped from the starting of 2010. But during
FY 2008-09 scenario was totally different as economic slowdown, Satyam fraud resulted in
reduced growth of the sector. Data used in this study is of FY 2008-09 and hence, might not be
represent the latest quarter information.

SBMJCE - 44 -

Political
Economic
STRATEGIC ANALYSIS OF GLOBALS

EXTERNAL ENVIRONMENT P E S T L E ANALYSIS

1. Political Stability: Highly Stable Government at
Central as well as in State.
2. U.S. government has declared that U.S companies
that outsource IT work to other locations other than
U.S. will not get tax benefit.
3. Government owned companies and PSUs have
decided to give more IT projects to Indian IT
companies.
4. Terrorists attack on Mumbai, bomb blasts
in Bangalore.

1. Increase in Global IT spending(Demand)
2. Domestic IT Spending (Demand): Domestic market
to grow by 20% (CAGR) - NASSCOM.
3. Currency Fluctuation.
4. Attrition: High attrition rate in the industry with
increase in the job opportunities.
5. ECOMONIC ATTRACTIVENESS due to cost
advantage and other factors.
(Source: Global competitiveness report-2010)

Positive

Deep
Negative

Positive

Negative

Positive
Positive
Negative
Deep
Negative

Positive

SBMJCE - 45 -

Social

Financial Attractiveness of Top 5 Global service locations

1. Language spoken: English is widely spoken
language in India, English medium being the most
accepted medium of education. Thus, India boasts of
large English speaking population.
2. Education: A number of technical institutes and
universities over the country offer IT education.
3. A large number of population is in working age.
i.e., 25-45.

India continues to
be the leader in
terms of
Financial
Attractiveness
Highly
Positive

Positive

Positive

SBMJCE - 46 -

Number of IT Graduates in India

As per NASSCOM
Strategic Review
report, India is one of
the few countries to
have an increasing
share of working
population.
India creates a
large pool of
skilled IT
professionals
each year, to meet
industry
requirement.

SBMJCE - 47 -

Techno
-logical
Legal

1. IT Act: Indian government is strengthening the IT
act, 2000 to provide a sound legal environment for
companies to operate esp. related to security of data
in transmission and storage, etc.
2. Companies operating in Software Technology
Park (STPI) scheme will continue to get tax-benefit
till 2010.

1. High penetration of Telecommunication services
with worlds lowest call rates.
Enterprise telephone services, 3G, Wi-max and
VPN are poised to grow.
2. Internet Backbone: Due to IT revolution of
1990s, Indian cities and India is well connected with
undersea optical cables.
3. New IT technologies: Technologies like SOA,
Web 2.0, High-definition content, grid computing,
cloud computing, green IT solutions etc and
innovation in low cost technologies is presenting
new challenges and opportunities for Indian IT
industry.

Highly
Positive

Positive

Positive
Highly
Positive

Mildly
Positive

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Environ
-mental

INTERPRETATION OF PESTLE ANALYSIS

POSITIVE IMPLICATIONS
` Indian Government and PSUs to increase IT spending and projects to be given to
indian companies.
` With the allowing of FDI in Education sector, market for ERP solutions will
expand.

NEGATIVE IMPLICATIONS
U.S Government is against outsourcing IT activities to India and removed tax
benefits for the outsourcing companies.
High employee attrition rate in the industry.
Rupee Dollar rate fluctuations hurting export revenue.

Energy Efficient processes and equipments:
Companies are focusing on reducing the carbon
footprints, energy utilization, water consumption,
etc. Green IT solutions gaining more importance.
Positive

SBMJCE - 49 -

BCG MATRIX FOR OFFERINGS OF GLOBALS INC.

Market Share
High Low

Market Growth High

Low

EducationERP,
Custom application development,
SaaS based applications.

IT consulting,
Social Networking.

Web 2.0, CMS, Off sourcing.

Media Streaming.

SBMJCE - 50 -

ABOUT EDUCATIONERP.NET

With the stupendous growth of the education sector, educational institutes are becoming
increasingly complex organizations just like corporate houses. Therefore, today educational
institutions deserve the best modern management practices and state-of-the-art technology,
which improves performance in terms of cost, speed, & accuracy. In these days of information
overdrive, it is most critical to have an Enterprise Resource Planning System (ERP), which is a
complete solution to all the educational management hassles.

EducationERP.net is a flagship product of Globals Inc. Globals has a remarkable
experience in service-offering for the Education Industry since its inception starting from Basic
School Management Systems to Mission Critical enterprise systems for the Higher Education
and Universities.

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SECTION-II

This section deals with the Competitive Analysis for Education ERP.Net of Globals.

Problem Statement
To study the competitors and compare them with Education ERP on different parameters.

To determine the technological superiority of the competitors.
To know the customer satisfaction level for competitors products.

Scope of Study
Only 6 major domestic competitors are chosen from a vast 100+ companies in the same segment.
International players are not considered as this study is confined only to India.

Methodology
Primary research: few key details about the competitors is collected by calling them up by
disguising as a prospective customer, since some of the data were not disclosed.
Secondary research conducted to collect data.
Sources of data:
Silicon India
Capterra Business Directory
Respective companys website.

Only 6 competitors from domestic market are chosen for the study.
Complete information about the flow of processes within the competitors organization was not
available and were not revealed.

SBMJCE - 52 -

COMPETITIVE ANALYSIS FOR EDUCATION ERP.NET

Major competitors for EducationERP.net of Globals are:

Mylyceum from PacSoft
School Management System from Entab
Smart Campus from Idenizen
i-school from CEON
Literom from WHBS
Quickschool from NIIT

Competitive analysis conducted considering the following parameters:

: Product offered for which segment? K12, Higher Education.
: Number of modules available
: Customer Satisfaction rating on a scale of 5.
: Whether offers a web based solution
: Total number of implementations done so far
: If the company is Venture Capitalist Funded?
: Average price per implementation
: Technology platform used in the development
: Customization time required
: Areas covered by marketing channel.

SBMJCE - 53 -

SBMJCE - 54 -

Number of modules offered

Interpretation:

It is very important that the number of modules offered meets the requirement of the educational
institutions.
CEON offers the highest number of modules, while Globals offers the next highest number of
modules.
Since, It is very essential for any products success, company must offer what clients want; not
what they have.

Globals must increase the number of modules offered. By benchmarking with international
Education ERP vendors like Oracle PeopleSoft, DataTel, SCT it should make its product.

SBMJCE - 55 -

Customization time required

Interpretation:

Once the sales order is closed, companies undertake a customization process to make the product
fit to the requirement of education institute. The time required for this process matters a lot in
Customer decision making, when the customers focus is on Fast Introduction of ERP solution for
their institute.

CEON, NIIT, and Globals almost take the same amount of time to customize the product.

SBMJCE - 56 -

Customer Satisfaction Rating out of 5

Interpretation:

Client satisfaction rating is obtained by a third party IT product reviewing and evaluating
company.
On a scale of 5, Education ERP.Net and NIIT Quick school scored a decent 4 points.
It can be found from the above chart that many of the competitors customers are dissatisfied with
the service they are getting. Hence, Globals must take the advantage of this by acquiring clients
who are changing vendor.

SBMJCE - 57 -

SECTION-III

This section deals with the market analysis for educationerp.net (Indian Education Sector
Analysis)

Problem Statement
A clear picture of the Indian Education Sector was not available which resulted in the difficulty
of positioning the ERP product and this information was critical for the organization to get
Venture Capital (VC) funding.

1. To get segment wise data of educational institutes in India.
2. To get information about average number of students enrolled per segment, revenue of each of
these segment and CAGR( Cumulative Annual Growth Rate).
3. To help management in making sales projection for the financial year 2010-2011.

Scope of Study
Covers the geographical area of Indian subcontinent and includes data about Pre-Schools, K-12,
Higher Education, Training institutes.

Methodology
Design

Indian Education Sector divided into the following segments:
Pre-School
K12 Institutes
Teachers Education Institutes
Polytechnic Colleges
Graduation Colleges
Engineering Institutes

SBMJCE - 58 -

Medical Colleges
MBA Institutes
Professional Training Institutes

Secondary research method is used to collect segment wise data.
Sources:
Government: AICTE, UGC, HRD Ministry.
CLSA, IDFC Research reports on Indian Education Sector.

Time limit was the major constraint.
No clear information was available about some segments like Coaching & Training, play
homes/preschool, as these formats basically run in home/small private space with no need of
affiliation or recognition from authorities.

SBMJCE - 59 -

MARKET ANALYSIS FOR EDUCATION ERP.NET

Indian Education Sector: Segment wise Statistics June.2009

Segment No of
Institutions
No. of
Students
in
Segment
Market
size(2008)
in US $
Million
Market
Potential(2012)
in US $ Million

Preschool 3000 802345 307 1024
K12 Institutes 75060 90000000 19520 30899
Engineering 1400 1440000 4596 6974
Medical 140 65000 346 521
MBA 2639 316000 2017 3854
Polytechnic 1674 1193750 635 912
Teachers
Education
1669 333800 142 210
Graduation 14300 7734254 6582 12464
Training
Institutes
7000 6023000 7689 13240

SBMJCE - 60 -

SEGMENT WISE MARKET ANALYSIS

Preschool Segment

In Preschool segment, Key Players listed below account for 2000 institutions out of 3000
institutions.

KidZee
Euro Kids
Apple Kids
Shemrock
Kangaroo Kids
Tree House
Bachpan
Podar Jumbo Kids
Mothers Pride
DRS Kids
Sunshine

Other major preschools account for 1000 institutions across India.

Interpretation:

Preschool market is growing rapidly with an expected CAGR of 36% to reach US $ 1024 million
by 2012.
Globals must focus more on this segment, particularly target chain of schools like Kid Zee, Euro
Kids etc. as these organized players can easily afford ERP solutions.
For the unorganized players it is quite difficult to go for ERP solutions with their limited
resources.

SBMJCE - 61 -

K12 Segment

Interpretation:

This segment constitutes the highest number of institutes (75 thousand) with largest student
universe (90 million).
Kinder Garden to Class 12
th
(K12) segment is expected to grow at 12% CAGR to reach US $31
Billion by 2012.
This is the highly targeted market segment by Globals as well as competitors and market
potential is the highest compared to other segments.

Engineering Segment

Interpretation:

Number of engineering institutes is 1400 and during 2010-11 it is expected that more than 400
institutes will be added newly.
This category of market is always ahead in adopting the technology hence, more emphasis has to
be given to this segment.

Medical colleges segment

Interpretation:

Number of medical colleges is around 140 and constitutes a student universe of 65000. Though
not a huge segment like K12 and Engineering, this segment is attractive since the market
potential is not exploited yet by any of the player. For Globals this will be a new segment to cater
to.

SBMJCE - 62 -

MBA Institutes Segment

Interpretation:

Number of MBA institutes is growing at a rapid pace compared to Engineering and Medical
institutes and revenue of the segment is expected to reach US $ 3 billion by 2012. So, Globals
must capitalize this opportunity by focusing on this segment specially in Metropolitan cities.

Professional Training Institutes

Key Players:

NIIT
Aptech -IT and Aviation
Avalon
Jet King
ICA
CMS
VETA English Training
Russell English Training
Frank Finn
K10
Agarwal classes
Brilliance
Mahesh Tutorial
FIITJEE
Career Launcher
TIME
Career Forum
IMS

SBMJCE - 63 -

Interpretation:

The market potential of this segment is US $ 7.5 billion and is expected to reach US $ 14 billion
by Year 2012. This is the untouched market segment with least market penetration among all
segments.
Group of Institutes and Institutes with multiple branches which are running in different
geographic locations are in a need of good connectivity and synchronization of data. This
segment has some of the most successful chain of institutes like TIME, VETA, Frank Finn etc.
Education ERP of Globals has to be projected as the solutions for the problem these institutes
facing while integrating their business processes.

SBMJCE - 64 -

SECTION-IV
This section deals with measuring the client satisfaction level with regards to Globals.

Problem Statement
The purpose of the study is to understand the level of customer satisfaction, thereby
understanding the customer base, their perception and their contentment with the service
provided by Globals.

On the basis of this problem statement, the following specific objectives have been crystallized.

To understand the customer base of Globals.
To understand customers perception about Globals.
To gauge the effectiveness of service provided by Globals
To measure the level of client satisfaction of Globals.
To understand the customer expectations and their response to new services offered by
Globals.

Scope of Study
The study will cover the overall customer opinion survey on customer satisfaction and the study
will be restricted to few clients only. The study will be done to analyze the satisfaction level of
the customers, and the responses will be related to the project done period only.

Methodology
Formal research will be conducted to study the level of client satisfaction.
The study requires data to be collected from Primary research, which will be done using Online
Questionnaire Survey method.

Sample Size: A sample size of 30 organizations who are clients of Globals has been selected.

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Sources of data
The data required for the analysis will be collected as follows
Primary Data: In order to collect data a structured questionnaire is prepared. In the
questionnaire, questions are presented with exactly same wordings and exactly in the same order
to all respondents in order to elicit the right responses.

Time limit was the major constraint.
Since the approached respondents were at Senior Manager level, it was quite difficult to get
response from them.
The result and analysis are based on the customer survey method and small sample size has taken
only 30.

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CLIENT SATISFACTION SURVEY

1. From how long you are a client of Globals?

Interpretation:
Out of 30 respondents 17% are the clients of Globals for more than 4 years which implies that
Globals is providing quality cost effective solutions and hence is able to retain the clients.
Response No of Respondents Percentage
0-1 Years 7 23%
1-2 Years 12 40%
2-4 Years 6 20%
4+ Years 5 17%

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2. What is the employee strength of your organization?

Interpretation:
Out of the chosen 30 organizations, 53% are small scale organization with <100 employees, 40%
are medium scale and 7% are large organizations.
Small and medium scale companies scored highest growth during fiscal 2008-09 according to
Economic Times. (40% GR compared to 20% GR of large companies.) This would result in
increased IT spending by these companies.
5-100 16 53%
100-250 7 23%
250-1000 5 17%
1000+ 2 7%

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3. What is the annual revenue of your organization?

Interpretation:
57% of clients of Globals earn a annual revenue of <US $ 10 million, which implies that major
portion of clients of Globals are Small and medium scale organizations.
Few multinationals with annual revenue off the US $50 million mark are the clients of Globals.
(18%)

<US $ 10 million 12 40%
US $ 10-50 million 17 57%
> US $ 50 million 1 3%

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4. What product or service of Globals you are using?

Interpretation:
46% of the clients are using Education ERP which shows majority of clients are Education
Institutes. Next are 27% clients using web development service. Custom application
development and Graphic design services account for the rest.
Web Development 8 27%
Flah/Graphic design 3 10%
Education ERP 14 46%
Custom Application
Development
5 17%

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5. Are you satisfied with the processes and quality of the services provided by Globals?

Interpretation:

73% of the clients expressed that they are satisfied with the quality and process of the solutions
provided by Globals. But more than a quarter of clients(27%) are dissatisfied with the service
which Globals has to address quickly.

Yes 23 73%
No 7 27%

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6. Do you think pricing of the products/services are appropriate?

Interpretation:
Majority of clients feel that Pricing of services is proper(53%), mere 10% told that its very high.
20% of the clients told its low. Overall, the Pricing policy of Globals is the key reason that keeps
its clients satisfaction high.
Very high 3 10%
High 5 17%
Proper 16 53%
Low 6 20%

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7. Rate the service provided by Globals.

Interpretation:

About 50% of the clients rated service of Globals Good and 17% rated it as Excellent.
Rating for the services of Globals gives positive outlooks and affirms the fact that Globals
provides world class quality solutions and are on their toes to serve the customer every time.
Excellent 5 17%
Good 15 50%
Average 8 27%
Poor 2 6%

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8. How did you came to know about Globals?

Interpretation:
Starting from its inception Globals got huge media coverage as promoter Suhas Gopinath is
famous as worlds Youngest CEO. No wonder most of the clients came to know about Globals
through Media coverage.
Website/Blog 7 23%
Media coverage 12 40%
Sales personnel 6 20%
Word of mouth 5 17%

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9. Are you aware of the fact that, Globals is providing IT applications also on Cloud
Computing model (SaaS)?

Interpretation:
57% of clients told they were unaware of the fact that Globals also provides its application on
cloud.
Inference can be drawn from the above data that Globals is not updating its clients about new
offerings. Hence, newsletters, tweets, e-mails, catalogues has to be sent to clients periodically to
keep them updated.
Yes 13 43%
No 17 57%

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10. Would you like to use IT applications on SaaS model? If yes, rate the reasons based on
your priority, why you would go for SaaS model?

Interpretation:
IT cost saving, Ease of use, Mobile access to data are the key drivers for adopting SaaS based
application according to the priority of clients.
Ease of use 11 37%
Mobile access to
data
13 43%
Fast Introduction 7 23%
Automatic upgrades
and updates
10 33%
IT cost saving 19 63%

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FINDINGS
Strategic analysis of Globals

Globals is well situated strategically, with very good growth opportunities.
Capitalizing the opportunities posed using its strengths has to be the focus for Globals.

Competitive analysis of Globals

Major competitors of Globals in Education ERP market are: CEON, NIIT, which are consistently
striving to be the best in terms of technology, unique offerings, better customer service and
ultimately to own more market share.
Globals must benchmark its business process with international vendors like PeopleSoft, DataTel
to make itself more competitive.

Education Market research

Indian education sector is booming. Many of the segments are untouched, like medical institutes,
professional training institutes etc. Globals must harness this potential.

Client satisfaction survey

Clients of Globals are satisfied with the quality, responsiveness, processes of Globals. Many of
the clients are not aware of new offerings from Globals, which has to be resolved soon.

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RECOMMENDATIONS

Globals needs to focus more on delivering SaaS based IT solutions, since its going to be the next
big thing according IT Trend Analyst firm Gartner.
It must increase breadth of its offerings, to serve new set of clients in different industry
segments.
Globals must enter into new markets. Expanding its base in Europe, North America, and Asia-
Pacific region has to be done at the earliest.
Globals should focus more on growing its partners network to strengthen its distribution channel
for Education ERP.
In addition, meeting the criteria to get SEI-CMM level 5 company status is very crucial for the
company to get projects from Government and PSUs.
Getting ISO certification is very essential for company to ensure its global clientele base about
the quality of the process.

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CONCLUSION

Globals is emerging as one of the good IT company in India. Already it has served more than
200 clients globally starting from individual entrepreneurs, small and medium scale enterprises
to fortune 500 companies. Still, its a long way to go for Globals.
In the present situation, Globals must expand its business operation by getting financing from
Venture capitalists or from Banks. Company should strengthen its competitive position by
Research & Development to have unique selling proposition.
This project gave me business acumen about the IT industry and the responsibilities I have given
made me industry ready by providing me an opportunity to handle marketing activities like client
presentations, interactions with clients, using CRM solutions etc.
This project has helped me understand the importance and significance of consumer satisfaction
and has given me exposure to the practical side of IT industry and at the same time enhanced my
knowledge by applying theory learnt in class to practice.

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ANNEXURES

ONLINE QUESTIONNAIRE
(www.surveymonkey.com)

NAME: _________________________________
DESIGNATION: ____________________________
ORGANIZATION: ___________________________
CONTACT NUMBER: ________________________

( Tick which is applicable)

1. From how long you are a client of Globals?
a) 0-1 Years
b) 1-2 Years
c) 2-4 Years
d) 4 + Years

2. What is the employee strength of your organization?
a) 5-100
b) 100-250
c) 250-1000
d) 1000+

3. What is the annual revenue of your organization?
a) < US $10 million
b) US $10-$50 million
c) > US $50 million

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4. What product or service of Globals you are using?
a) Web development
b) Flash/Graphic design
c) Education ERP
d) Custom Application Development

5. Are you satisfied with the processes and quality of the services provided by Globals?
a) Yes
b) No

6. Do you think pricing of the products/services are appropriate?
a) Very high
b) High
c) Proper
d) Low

7. Rate the service provided by Globals.
a) Excellent
b) Good
c) Average
d) Poor

8. How did you came to know about Globals?
a) Websites/Blogs
b) Media Coverage
c) Sales Personnel
d) Word of mouth

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9. Are you aware of the fact that, Globals is providing IT applications also on Cloud
Computing model(SaaS)?
a) Yes
b) No

10. Would you like to use IT applications on SaaS model? If yes, rate the reasons based on your
priority, why you would go for SaaS model?
E Ease of use
E Mobile access to data
E Fast Introduction
E Automatic upgrades and updates
E IT cost saving

Any suggestions or feedbacks ___________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________

-Thank You-

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BIBLIOGRAPHY
Web Sites

www.globalsinc.com
www.educationerp.net
www.dqindia.com
www.mckinseyquarterly.com
www.atkearney.com
www.gartner.com
www.research.yahoo.com
www.harvardbusiness.org
www.indiaedu.com
www.siliconindia.com

Books

Kotler Philip, Marketing Management, 12
th
/e, PHI
Hill,Jain, International Business, 5
th
/e, TMH
Pearce, Robinson, Strategic Management, 9
th
/e, TMH

Magazines

The Economist
Education World
The Entrepreneur

Research Reports

IDFC SSKI India Research: Indian education sector report, Jan.2009.
CLSA Asia Pacific Markets Research: Indian education sector outlook, March.2008.
McKinsey Quarterly Web Exclusive: Delivering Software as a Service.

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SUMMER INTERNSHIP PROJECT REPORT

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