Market Potential of Sme and Corporate Segment for Tata Indicom Services

8/9/2019 Market Potential of Sme and Corporate Segment for Tata Indicom Services

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1. INTRODUCTION

1.1 GENERAL INTRODUCTION

In todays competitive world aggressive marketing has become more attractive

in the telecom industries at company, state, national, international level. As we see it,

there are, essentially, two approaches to marketing: Defensive marketing and

Aggressive marketing, Defensive marketing is all about keeping what we have

already. For Instance, a strategy for reducing churn in our customers could be

regarded as defensive because we are deploying techniques to try to keep our

customers from being lured by the aggressive marketing of our competitors,

Aggressive marketing therefore is trying to get more. By More we could be

referring to, capturing more customers. Cross selling to existing customers, Up-selling

to existing customer. A well-structured strategy involving well-organized and

managed campaigns is a good example of aggressive marketing. The concept of

campaigns is quite simple and well known to most of us. We have all been the targets

of marketing campaigns at same point.

In the previous days there were no much difference and many improvements

in technology as compared to today. But today we find more differences in the

telecom field more of a technological support and improvements have developed and

more competitive telecom industries have emerged mainly concentrating on SME

(Small scale Medium Enterprise) for the corporate connections. Some of them

supporting the corporate connections for small-scale medium enterprise are Tata

Indicom, BSNL, Reliance, Airtel, and Hutch. Small scale Medium Enterprises

industry related service/business enterprises with investment up to Rs 500,000 in

fixed assets, excluding land building, are called Small scale Medium Enterprises.

In cellular service there are two main competing network technologies: Global

System for Mobile Communications (GSM) and Code Division Multiple Access

(CDMA). Cellular carriers including sprint PCS, Singular Wireless, Verizon and T-

mobile use one or the other. Understanding the difference between GSM and CDMA

will help us to choose a carrier that uses the preferable network technology for our

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1.2 THEORETICAL BACKGROUND OF THE STUDY

Marketing: Market refers to the set of all actual and potential buyers of the product

and service.Marketing is the delivery of customers satisfaction at profit. The goal of the

marketing is to attract new customers by promising superior value, and to keep

current customers by delivering satisfaction. The concept of exchange leads to the

concept of the market.

A market consists of all the potential customers sharing a particular need or

want who might be willing and able to engage in exchange to satisfy the need or want.

A market as the aggregate demand of potential buyers for a product or service.

Prospects: A prospect is someone whom the marketer identifies as potentially willing

and able to engage in an exchange of values. The underlining fact is that no company

can survive if it cannot sell its products. If the company cannot attract customers it

will be eventually forced to shut down. Realizing this, orienting the company policy

towards the important role of the customers is the essential characteristics of

marketing.

Implementing Marketing means that the company strives to identify its

customers, their needs preference and buying motivations as accurately as possible so

that it can respond to them, precisely with its products, styling, packing and servicing.

Relationship and Network: Relationship marketing is the practice of building long-

term satisfying relation with key parties customers, suppliers, and distributors. In

order to retain their long term preferences and business relationship marketing results

in strong economic, technical and social ties among parties. The process of creating,

maintaining, and enhancing strong, value-laden relationships with customers and

other stake holders.

A marketing network consists of the company and all of its supporting

shareholders, customers, employees and other with whom it has built mutually

profitable business relationships.

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Need Want And Demand: Marketing starts with human needs and wants. A need is

a state of deprivation of some basic satisfaction. People require food, clothing, shelter,

belongings, and esteem. Marketers do not create needs. Needs pre-exit marketers,

wants are desire for specific satisfiers needs. A need becomes a want when it is

related to a particular product and services. Human wants are continuously shaped

and reshaped by marketers, social forces and institutions.

Marketing Strategy: The logical, comprehensive plan of action through which a firm

intends to reach customer satisfaction at a profit in the market place.

Defensive marketing: Is all about keeping what we have already. For instance, a

strategy for reducing churn in our customers could be regarded as defensive because

we are deploying techniques to try to keep our customers from being lured by the

aggressive marketing of our competitors.

Aggressive marketing: Aggressive marketing therefore is trying to get more, By

More we could be referring to,

Capturing more customers.

Cross-selling to existing customers.

Up-selling to existing customers.

A well-structured strategy involving well-organized and managed campaigns

is a good example of aggressive marketing. The concept of campaigns is quite simple

and well knows to most of us. We have all been the targets of marketing campaigns at

same point.

Tata Indicom International Private Leased Circuit (IPLC) Service is high-

speed solution for enterprises with large and varied communication requirements.

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Secure, Dedicated Network

IPLC is a point-to-point data service solely dedicated for your business needs.

Since you get dedicated bandwidth, you can be assured of complete security and

privacy in your communication. This service entitles you to high-speed connectivity-

24 hours a day, anywhere in the world via submarine cable or satellite.

Widest range of Applications

Tata Indicom IPCL is a high capacity, high speed digital circuit that provides

you an opportunity to combine a variety of telecommunication applications, including

the transmission of digitized voice, high speed data, high speed fax and graphics for

video phones. As the service provides integration of all three applications at the same

time, it gives you a distinct advantage over other modes of communication.

Benefits of IPLC

Security: Security is critical for any corporate network. As such, it is the primary

concern for businesses contemplating the use of IPLC. Our dedicated bandwidth and

sophisticated software and hardware ensure complete security of your communication

and the flow of information remains confidential between two communication points.

Reliability and Diversity: We provide the necessary reliability and diversity by

allowing to switch over to a different path should a link or device fall. This is ensured

by our network management team, which manages the traffic in case of failure of any

of the links. Our diverse cable network ensure that all possible diversity

Can be provided to you. Ad its worth mentioning that we offer maximum diversity to

ensure high availability of the service.

Total support: The network management team works round-the clock to ensure

faultless services to you. Any fault is immediately reported and efforts are made to

restore the service at the earliest. We have put into place stringent international

benchmarks for ensuring that the highest level of service is available to you.

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Single Window Clearance: The half-circuit for which will facilitate for arranging the

local loop from your business premises to ours. For any fault reporting/

troubleshooting, it will act as a single point of contact to restore the service.

Access to IPLC Service: It as a point of its presence in 23 locations across the

country from where IPLC services can be provided through international gateway.

IPLC services are available as half circuits. The other half of the circuit refers to the

distant end carrier, which will carry traffic to the destination address as provided

while subscribing to the service. IPLC services are available for speeds ranging from

64 kbps to 155 mbps. Even like managed IPLC where end-to-end manageability of

the circuit is available. This ensures quick fault identification, which facilitates

restoration of the service at the earliest. This type of service is currently available with

SingTel only. IPLC services are available on IRU basis.

Moments of Truth: Every time a customer encounters firm or the service provider

and its communication and other technologies, a service, moment is created; it is

called as moments of truth. Also called Moments of Truth-The Service

Encounter.

Every service moment is a dynamic force with a potential to fuel self

reinforce relationship with customer and is an opportunity to gain market share and

profit.

Marketing mix: It is those marketing decision-variables which when blended

together will from a marketing strategy designed to satisfy the firms customers.

The major instruments of marketing mix in the hands of management are:

Product mix: The aggregate of the products offered for sale by a firm. The product

mix may be measured in breath (i.e., the number of product lines carried), or in depth

(i.e., the assortment of sizes, types, colors, and styles within each product lines).

Promotional mix: The selected combination of advertising, publicity, sales,

promotion, and personal selling used to communicate with inform, and sell goods to

the customer.

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Price mix: The establishment of a realistic price framework to maintain a companys

competitive position in the market place.

Place mix: The decision to market good through a particular channel to achieve the

most economic or cost effective result.

Personnel mix: The decision to recruit and develop a group of employees to

implement the marketing program and provide customer satisfaction effectively.

After sales services: It is a business activity by which a company serves the customer

in post-sales period. It may be regarded as an attribute of the product itself. Customer

service (i.e., after sales services) and delivering quality services is the major issue

determining the competitive edge of organizations.

Customer satisfaction: The extent to which a product perceived performance

matches a buyers expectations. If the products performance falls short of

expectations, the buyer is dissatisfied. If performance matches or exceeds

expectations, the buyer is satisfied or delighted.

Consumer Satisfaction = Actual performance by the firm

Consumer Expectations

Expectation shape customer perception of product/ firms performance.

Customer perceptions of the firm and its offer are shaped by:

a) Work of month publicity- like recommendations from friends, relatives,

neighbors and peer group at work place.

b) Personal experience on the part of the customers.

c) Personal needs of individuals customers.

d) External communication-like the publicity of the firm in the media and its

advertisement and other corporate communications.

Customer Value: The difference between the values the customer gains from owing

and using a product and the costs of obtaining the product.

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uncontrolled economy, it is the customer who determines what kind of connections

and tariff plan required for them, that influence the telecom industry what is mainly

required for the customers shall be produced, it is the customer (both present and

potential) who influences the prices and determines where, when and how the telecom

brand name is marketed.

The customers not only determine income of business, but also directly affect

the success of a business. A corollary to consumer satisfaction is the need to protect

him against monopoly restrictive and unfair trade practices customer satisfaction and

protection, there provide the rational of business depends on customers satisfaction.

Determinants of consumer behavior

a) Culture determinants

1. Culture:

Culture is the most basic fundamental determinants and ads yet another dimension

to the study of consumer behavior. Culture refers to the symbols, artifacts and

behavioral patterns which are passed on socially from one generation to the next.

It includes belief, values, norms, and signs. Culture is specific to the area in which

they evolve.

2. Sub Culture:

Each culture will contain smaller groups of sub culture that provide more specific

identification and socialization for its members. These sub cultural divisions are

certain socio-culture and demographic variables like nationality, religion,

geographic, locality, caste age, etc.

Sub culture groups have their unique consumption patterns that provide important

bases to the marketers. These have significant implications for market

segmentation, product development, advertising, merchandising, branding and

packaging,

3. Social class:

Social class may take the form of a caste system where the member of the

different caste is reared for certain roles cannot change their caste membership.

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Social classes also influence the buying behavior and show distinct product and

brand preferences in purchasing decisions related to clothing and jewelry, leisure

activity and automobiles.

b) Social factor:

1. Reference group:

Groups having direct influence on a person could comprise of People with whom

the person interact on a continuous basis Such as family, friends neighbors and

colleagues. People may be influenced by some social organization and trade

unions.

A reference group can influence the consumers by introducing Him/her to new life

style by influencing the persons attitudes and behavior that may affect the

persons actual product / brand choice.

2. Family:

Members of the buyer family can exercise a strong influence on the buyer

behavior. Marketers are interested in the roles and relative influence of the

husband, wife children and parents on the purchase of a large variety of products

and services.

c) Personal factors:

1. Age and Stage of Life cycle:

Peoples choice of the goods and services changes over their lifetime. This change

can be observed right from childhood to maturity especially in taste and

preferences related to cloths, wants and reaction activities.

The stage of life cycle can be said to be a psychological feeling of a certain

transformation-taking place as they go through life and experiencing sudden

changes in consumption pattern.

2. Occupation:

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A persons occupation has direct effect on his choice of goods and services.

Marketers will have to identify which occupational groups will be interested in

their products and workout marketing strategies communicate about their products

and services to the relevant occupational group and induce a positive buying

motive in particular consumer,

3. Economic Circumstances:

Peoples economic circumstances consist of his/her income, savings, assets ability

to borrow and attitude towards spending.

With the increase in per capita income and improved standard of living, there will

be a willingness on the part of the consumer to purchase products.

So, the marketer as to proper market analysis and research and produce, price and

promote their products and services, so as to motivate people to purchase the

same.

4. Life Style:

Life style of a person conveys more than the persons social class or personality

alone. Persons social class will help in analyzing the persons behavior is likely to

be an understanding of a persons life style will help in giving a profile of a whole

persons patterns of living and interacting with the world.

5. Personality:

Each person has got a distinctive personality, which will influence his/her buying

behavior. Personality can be used to analyze consumer behavior because

marketers have seen that there exists co-relation between personality types and

product/brand choices. Some of the trait used to describe a persons personality

are; self-confidence, dominance, achievement, deference etc.

6. Self Concept:

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Self-concept is a persons image of himself or self-image. Each person carries a

self-image of him/her and will purchase goods or services that match the self-

image.

Thus marketers have to develop and communicate brand images that will match

the self- image of the target customers.

d) Psychological Factors:

1. Motivation:

Motivation is an active, strong driving force that exists to reduce a state of tension

and protect, satisfy and enhance the individual and his self-concept. It is one that

lets the individual to act in a particular way.

Motives can be conscious or unconscious, relational or emotional, positive or

negative.

2. Perception:

Marketing management is concerned with the understanding of the process of

perception because, perception leads to thought and thought leads to action.

Perception is the process where by stimuli are received and interpreted by the

individual and translated in to a response.

3. Learning:

In behavioral science, learning means any change in behavior, which comes about

as a result of experience. Learning is the process of acquiring knowledge. Consumer

behavior is a process of learning because it is modified according to the consumers

past experience and the objectives he or she has set.

4. Attitude:

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The concept of attitude occupies a central position in the consumer behavior studies

in particular because attitude measurements help in understanding the prediction of

consumer behavior. Attitude refers to the predisposition to behave in a particular

way when presented with a given stimulus and the attitude towards place, people

products and things can be positive or negative or favorable or unfavorable. Attitude

develops gradually as a result of experience; they emerge from interaction of

persons with family, friends, and reference groups.

The theoretical background of the study helps in knowing the existing customers

satisfaction towards Tata Indicom and new customers wants and services, and

Tata Indicoms services for the existing SME and Corporate, The study also

helps in improving service provider, aggressive marketing, more value good

services, broad band service and speed up connectivity.

From this study we expect to know what extent the Tata Indicom Marketing

activities benefited to the small-scale industries and what things that customers get

benefit and expect from the corporate connection of Tata Indicom.

From the survey we also try to get the feedback and be aware of Tata Indicom

corporate connections and the customers satisfaction and expectations.

1.3 NEED OF THE STUDY

1. It is necessary to know the present competition of Tele Services so that the

study is helpful to the company for taking decision in upgrading product according to

needs and wants of the consumer.

2. It is also necessary to find out and analyse the factors, which influence a

customer to buy Tata Indicom.

3. It is necessary to know the responses of the consumer regarding the price,

quality, and performance of the Tata Indicom.

4. The study will help to know whether the consumers are aware towards Tata

Indicom.

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5. Awareness about the introduction of new services to the SME, who were

previous Tata Indicom users.

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2. DESIGN OF THE STUDY

2.1 TITLE OF THE STUDY

Studyon market potential and customer satisfaction of SME and corporate

Segment connections for Tata Indicom Services

2.2 STATEMENT OF THE PROBLEM

Regarding Potential of SME and corporate towards Tata Indicom

connections, Tata Indicom providing new Tariff plans for small scale medium

enterprises. The problem areas are

Problems, which are commonly faced like billing complaints and delay of

their present connection.

Problems regarding Marketing of Tata Indicom

Problems faced by customers regarding corporate connections connectivity of

Tata Indicom

2.3 OBJECTIVE OF THE STUDY

To study the existing customers satisfaction towards Tata Indicom

To know about new customers services and needs towards Tata Indicom

To know about Tata Indicoms services like Internet facilities for the

existing SME and Corporate

2.4 SCOPE OF THE STUDY

The scope of the study gives idea to develop the Tata Indicom corporate

connections in the small-scale medium enterprises. The study helps in improving

existing customers satisfaction level. This helps in retaining the existing customers.

The study helps in knowing the competitive advantage of Tata Indicom corporate

connections. This helps the Tata Indicom (CDMA) telecom industry in focusing the

key factors in which they get advantage. The study helps in knowing the existing

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customers satisfaction towards Tata Indicom and new customers wants and services,

and Tata Indicom s services for the existing SME and Corporate, the study also

helps in improving service provider, aggressive marketing, more value good services,

broad band service and speed up connectivity.

2.5 RESEARCH METHODOLOGY OF THE STUDY

Description of the Research Design

Research design is a formal investigation or specification of methods and

procedures for acquiring the information needed to store the problem. A research

design is the arrangement of condition for collection and analysis of data in a manner

that aims to combine relevance to the research purpose with economy in procedures.

The research design used for this study is Exploratory Research.

The objective of exploratory research is to explore or search through a

problem or situation to provide insight and understanding. As the major purpose of

exploratory studies is the identification of problem (including the identification of

relevant variables) and the formulation of new alternative course of action. The

focus of the study is mainly based on new idea and innovation.

Qualitative research is done for the study by adopting survey method for collecting

relevant information to analyze the behavior and attitude of respondents towards Tata

Indicom corporate connection. The sampling design followed in the survey is random

sampling and convenience sampling in which each population elements has a known

and has equal chance of selection. Generally customers as a source of primary data

collection have been surveyed for the purpose of obtaining information. For this

research work only small scale medium enterprise are considered as customers, the

sample size of customers is 150. Consumers have been surveyed through the

questionnaire in personal.

The purpose of the study is to know and give ideas to develop the Tata

Indicom corporate connections in the small-scale medium enterprises. The study helps

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in improving existing customers satisfaction level. This helps in retaining the existing

customers. From the study we expect to know what extent, the study helps in

knowing the competitive advantage of Tata Indicom corporate connections. This

helps the Tata Indicom (CDMA) telecom industry in focusing the key factors in

which they get advantage. The study helps in knowing the existing customers

satisfaction towards Tata Indicom and new customers wants and services, and Tata

indicoms services for the existing SME and Corporate, the study also helps in

improving service provider, aggressive marketing, more value good services, broad

band service and speed up connectivity.

From the study we expect to know what extent the Tata Indicom Marketing

activities benefited to the small-scale industries and what things that customers get

benefit and expect from the corporate connection of Tata Indicom. The tariff plans for

corporate connections are made so excellent so that its easily affordable for small

scale medium enterprises, which is very effective and money saving compared to

other telecom packages. Tata Indicom is providing new services and more value

added services recently for existing SME. From the survey we also try to get the

feedback and be aware of Tata Indicom corporate connections and the customers

satisfaction and expectations.

The Encyclopedia of social science defines research as The manipulation of

generalizing to extend, correct or verify knowledge. This definition highlights the

primary purpose of research, via. arriving at generalization and the method of

manipulation, which is an aspect of experimentation adopted for the purpose.

Marketing research is the systematic collection of the information from

sources outside the business or research organization.

The search for facts may be made through

1. Arbitrary or unscientific method.

2. Scientific methods.

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1. Arbitrary method:

Arbitrary method of seeking answers to questions consists of imagination,

opinion, blind belief or impression.

2. Scientific methods:

This is a systematic rational approach to seeking facts. It eliminates the

drawbacks of the arbitrary method. It is objects, precise, and arrives at conclusion on

the basis of verifiable evidence.

There are different types of research, they are

a) Exploratory Research

b) Descriptive Research and

c) Casual Research

a) Exploratory Research: The objective of exploratory research is to explore or

search through a problem or situation to provide insight and understanding. The focus

of the study is mainly based on new idea and innovation.

b) Descriptive Research: The main objective of descriptive research is to describe

something like market characteristics, relevant group, units designation, salary limits,

dependents etc.

c) Casual Research: A type of conclusion research where the major objective is to

obtain evidence regarding cause and effect relationship. The study is based on finding

the cause of current situation.

Exploratory Research is being used for this project work.

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2.6 SAMPLING PROCEDURE

The aggregate of all the units pertaining to a study is called population or the

universe. Population is the largest group to be studied; a member of the population is

an element. It is the unit of study, a part of the population is known as a sample. The

process of drawing a sample from a larger population is called sampling.

It is the process of learning about the population on the basis of Sample drawn

from it. Thus in the sampling technique instead of every unit of the universe only the

part of the universe is studied and the conclusions are drawn on the basis for the entire

universe. A sample is a sub-set of the population units. The sample design is essential

and a pre-requisite to data collection and a definite plan must be determined before

any data is actually collected. In this specific study, the researcher has adopted the

random sampling as each and every unit of the population has an equal opportunity of

being selected. The aggregate of all the units pertaining to a study is called population

or the universe. Population is the largest group to be the list of sampling units from

which is taken is called the sampling frame. For the present study purpose,

convenience sampling and random sampling.

The total number of respondents selected for study is only one hundred fifty

customers from small-scale enterprise. Convenience and random sampling undertook

the study.

Convenience sampling

Convenience sampling is a non probability sampling. It means selecting

sampling units in a just hit and miss- fashion, example interviewing people whom i

happen to meet

Convenience sampling, as the name implies, is based on the convenience of

the researcher who is to select a sample. This type of sampling is also called

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accidental sampling, as he respondents in the sample are included in it merely on

account of their being available on the spot where the survey is in progress. Thus, a

researcher may stand at a certain prominent point and interview all those or selected

people who pass through that place.

Random sampling

A random sample gives every unit of the population a known and non-zero

probability of being selected. Since random sampling implies equal probability to

every unit in the population, it is necessary that the selection of the sample must be

free from human judgment. Random sampling as each and every unit of the

population has an equal opportunity of being selected.

Sampling size

The sampling size of the customers chosen for the study is only one hundred

fifty customers from small-scale enterprise. That is 150 respondents were surveyed

and interviewed directly, keeping in mind the time constraints. Convenience and

random sampling undertook individuals consisting of both men and women of the

study.

Sampling frame

The target population for the study consists of customers from small-scale

enterprises as per the convenience.

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2.7 DATA BASE

The instrument used for this study is structured interview schedule. Questions

related to objectives of the study from the major portion of the interview schedule. It

mainly consists of multiple- choice questions that the respondents can mark one or

more of the several choice of answers. And a few open ended questions where the

respondent is free to answer regarding his present corporate connection and some

datas that would support the survey.

Sources of Data

Primary data regarding customers satisfactions and other feedbacks for thestudy were collected with the help of a questionnaire. Survey was taken by direct

interview.

2.8 FIELD WORK

The project involved a fieldwork of one month where in the survey was

carried out, around- 150 respondents were questioned to get the feedback, which

supports the study that is carried out for Tata Indicom.

2.9 ASSUMPTION OF THE STUDY

The review of the literature session analyzes the significant research studies.

The secondary data may be used as a soul for a research study. Since in many

research, researchers like to consider secondary data inadequate or unusable to know

and understand, the exact data is a primary data and other informations that supports

the survey. If we want to have first hand information on any happenings or events,primary data is very helpful. Thus two main methods by which primary data can be

collected are observation and communication.

In the present scenario, the Internet facilitate the researcher in such a way that

which the researcher can collect everything. Perhaps, it indicates the profile of the

company, library sources as well as historically significant research studies.

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2.10 LIMITATIONS OF THE STUDY

The study has certain limitations under which it was carried out. As they were

unavoidable, so it was decided to carry out study in spite of all these limitations.The limitations are as fallows: -

1. The respondents were not clear of specific marketing jargons used in

questionnaire.

2. The time period was limited and the study has to be carried out within that

period.

3. Some of the respondents were not fully co-operative and some of them felt

annoyed to give and interview.

4. Tata Indicom doesnt have any library that can facilitate any research work.

5. The study was restricted to Bangalore city only.

6. However care has been taken to reduce adopting the cross checking while

seeking the information from the respondent.

7. Some customers refuse to give data regarding the survey as the felt unsecured.

8. Few respondents who happened to be the subscriber of high rent were not

willing to disclose the rent paid as they felt the disclosure of the price might

lead to some tax problems. It took some efforts to convince them about the

academic nature of the survey.

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2.11 OVERVIEW OF THE REPORT

In chapter 1 the general introduction and theoretical background has been

presented by the researcher.

In chapter 2 the researcher has presented the Objective of the study, research

methodology of the study, sampling procedure, sources of data, data collection

instruments, limitation of the study faced by the researcher.

In chapter 3 the researcher has presented the topics like theoretical background

of the study, industrial background of the study.

In chapter 4 the researcher has presented the topics like profile of the

organization, profile of the sample unit, then the organizational chart and thefunctional departments of the organization, organizational structure and chart.

In chapter 5 classification and tabulation of data, analysis and interpretation of

data collected through fieldwork.

In chapter 6 conclusion and suggestion, here the researcher has made

explained the finding of the research work, the contribution of the research work and

an overall conclusion for the project work.

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3. PROFILE OF THE ORGANIZATION

3.1 ORIGIN OF THE ORGANIZATION

The Tata group is one of Indias largest and most respected business

conglomerates with revenue in 2004-2005 at $17.8 Billion equivalent of 2.8% of

countries GDP. J.R.D Tata founded the group in the mid 19 th century. Tata Tele

service is the telecom venture of Tata Group and Tata Indicom is the brand name for

the products and services offered by the company.

Tata Teleservices is of the part of the INR 76,930(US $17.10 billion) Tata

group, that has over 90 companies, over 220,000 employees and more than 2 million

shareholders. With an investment of over INR 9,000 Crore (US $ 2 billion) in

telecom,

The group has a formidable presence across the telecom value chain.

Tata Teleservices spearheads the groups presence in the telecom sector.

Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile

services in India with the Andhra Pradesh circle. Starting with the major acquisition

of Hughes Tele.com (India) limited now renamed Tata Teleservices (Maharashtra)

limited in December 2002, the company swung into expansion mode Tata

Teleservices operates in 20 circles. The investment in Tata Teleservices limited

(including Tata Teleservices (Maharashtra) limited as of March 2005 totals INR

14,446 Crores (US $3.21 billion).

Having pioneered the CDMA 3G1x technology platform in India, Tata

Teleservices has established a robust and reliable telecom infrastructure that ensures

quality in its services. It has partnered with Motorola, Ericsson, Lucent and ECI

telecom for the deployment of a reliable, technologically advanced network.

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The company, which heralded convergence technologies in the Indian telecom

sector, is today the market leader in the fixed wireless telephony market with a

customer base of over 2.8 million for the period ended September 05.

Tata Teleservices bouquet of telephony services includes mobile services,

Wireless phones, public telephony booth, and wire line services, Other services

include value added services like voice portal, roaming, 3-way conferencing, group

calling and data services. Today, Tata Teleservices limited along with Tata

Teleservices Maharashtra limited serve more than 7 million customers in 1700 towns

and aims at 4000 towns by march06. With an ambitious rollout plan both within

existing circles and across new circles, Tata Teleservices is offering world-class

technology and user-friendly services in 20 circles

The company has launched prepaid FWP and Public phone booths, a range of

new handsets, new voice and data services such as BREW games, picture messaging,

polyphonic ring tones, interactive applications like news, cricket, astrology, etc. These

are in addition to its existing services of postpaid mobile, prepaid mobile and postpaid

FWP.

VSNL is probably Indias largest Internet service provider and Tata owns a

stake in VSNL of 45% equity. VSNL is spear heading the International telecom foray

of the Tata Group and has established its presence in key international geography

such as USA UK, Singapore and Hong Kong.

The company is rapidly growing its retail and corporate presence under the

Tata Indicom brand through products such as High Speed Broad Band and Dial-up

Internet also Net Telephony and calling cards. The telecom services of the Tata group

are offered under the brand name Tata Indicom and cover all segments from retail and

enterprise; to whole sale and international. The objective is to make Tata Indicom the

preferred telecommunications choice of customers across the country.

Tata Indicom enterprise business unit (TIEBU) launched in 2003 is the

central specialize enterprise sales and marketing for the Tata Group Tele Service.

The unit is the benchmark telecom player in the enterprise space and was formed with

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a view to provide customized end-to-end voice, and data solution to customers across

India.

The Tata Groups commitment to building a substantial presence in Indias

telecom industry has seen it play a leading role in the development of the countrys

communications infrastructure. The telecom services of the group are offered under

the brand name Tata Indicom, and cover all segments, from retail and enterprise to

wholesale and international.

The objective is to make Tata Indicom the preferred telecommunications

choice of customers across the country. Tata Teleservices, which heralded

convergence technologies in the Indian telecom sector. Is the world leader in the fixed

wireless service market, with customer base of 1.8 million? Aggressive marketing

plans and a slew of new product offerings including brand names such as true paid

and walky- have driven rapid subscriber growth.

Tata group comprises 93 operating companies in seven business sectors.

Information system, communications, engineer, materials, services energy, consumer

products and chemicals. Tata group operations more than 40 countries six continents,

and its companies export products and services to 140 nations.

The group and its enterprises have been steadfast and distinctive in their

adherence to business ethics and their commitment to corporate social responsibility,

this is a legacy that has earned the group the trust of many millions of stakeholders in

a measure few business houses anywhere in the world can match.

Presence of large number players especially in the mobile industry as ensured

stiff competition in the telecom industry. Competition is based on technology and

more importantly price. Key to success is therefore value added service but at

affordable prices. Since customers of all the segments in the telecom industry are

value conscious, factors such as rate-plan and coverage are key differentiate in the

Indian market. The Indian consumer is now having an increasing choice with large

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number services launched. In respect to the CDMA services growth is further more in

this segment.

The CDMA market is growing in a solid pace and it accounts for nearly 432%

of all the new mobiles sold in the Indian telecom market. Things are quite similar in

the western countries telecom industry and the growth is in with the trend of US or

Europe, where in India many Indian companies and foreign companies launching

services amidst stiff competition and with their own competitive advantage. As a

result the CDMA market is increasing with a study growth and new launches and also

upgrading the existing services. Most of the companies adopted aggressive marketing

activities in order to achieve certain pre-determined objectives, like Reliance. These

marketing activities are done as a huge amount of investment is made. The study

undertaken in this particular project in order to know the existing customers

satisfaction towards Tatindicom, to know new customers wants and services, and to

know Tata indicoms services for the existing SME& Corporate, and also to know

existing customers attitude and new customers satisfaction towards Tata Indicom

which is the fast growing telecom in the telecom industry, In this study the researcher

gets the feedback from Tata Indicom customers as well as other customers like

BSNL, Reliance, and other telecom corporate connections, In terms of the customers

satisfaction and attitude that helps in ascertaining the total satisfaction towards Tata

Indicom and also further improvements can be made or not, the researcher had

carried out the survey on the problem.

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3.2 PROFILE OF THE SAMPLE UNIT

According to the study Potentials of SME and corporate connections towards

Tata Indicom, As far the study is concerned around 150 of the sample was taken onlyon small scale enterprises, no much preference was given to the age and sex and other

personal data while taking the survey, most of them were business man, professionals,

and technicians, as far as the survey was taken only their personal identities like

name, contact number and name of the enterprise was noted and the rest of the data

wasnt required for the survey. So all the personal data was not recorded regarding

age, sex, income etc. and the survey was done only in small-scale medium enterprises.

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3.3 ORGANIZATIONAL CHART

EXECUTIVE DIRECTOR

Vice-president

Marketing

General

Manager

Finance Production Quality control H.R.

Manager

Manager Manager Manager

Assistant

Manager

Secretary

Floor in charge

Finishing in charge

Stores in charge

Quality Checkers

Controllers

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ORGANIZATION STRUCTURE FOR FINANCE FUNCTIONS

Board of directors

Managing director

Production Personal financial Marketing

Director Director Director Director

Treasurer Controller

Auditing Credit Planning Inventory

management & budgeting Management

Retirement Cost Performance Accounting

Benefits control Evaluation

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ORGANIZATION STRUCTURE OF HRD

CORPORATE LEVEL

Senior V. President

Of human resources

Employment Labor/industrial employee

and relations relations

development executive executive

Executive

Employment Training/ Labor EEO

recruitment Development relations manager

manager manager supervisor

Nonexempt Professional Employee Human

Compensation and Training Resource

Manager technical manager InformationRecruiting dir. Systems

Manager

Benefits Managerial Manager of Employee

Manager and exec. Management

communications

Recruiting Development Director

director

Recruiting

Interviewers

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3.4 FUNCTIONAL DEPARTMENT OF THE ORGANIZATION

The entire company works under different departments for smooth operation.

The main departments of Tata Indicom are given below.

Human Resource (H.R)

The main function of human resource management is putting right person to

right time. The main functions of human resource department are

Administration: All other department of the company under control of

human resource management and also providing suitable workers for eachdepartment. The human resource management 0trying to maximum utilizes

the human resources.

Recruitments: The second responsibility of H.R management is recruiting

the people based on the needs of the each department. In this time the H.R

management should consider the skill of employ through the aptitude test and

direct interview.

Training: After the recruitment the next step is given the training based on

skills and which department is appointed. The HR management arranges the

facilities for training.

Accounting

The accounting department is the other main department of the company. The

accounting department is classifying, summarizing and recording the financial data.

The main responsibilities are:

Timely recording of all monitory transactions.

Solving the legal complaints.

Attending to various auditing, the company is conducting statutory auditing

two times in a year; excise and tax department is conducting another auditing I

a year.

Providing management information system.

Insuring all fixed assets and stock and employees etc.

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Material department

The material department is another important department of the company. The

main function of these departments is material control for smooth production. The

other functions are:

Scheduling the raw material.

Accept quotations from different suppliers.

Selecting the suppliers based on quality, price, delivery time etc

Issue purchase order to selected suppliers.

Accepted material from suppliers.

Transfer for quality checking, after checking the defective items will be

rejected and non-defective materials transfer to store.

Issue raw material for production as per indene issued from production

departments.

Preparing direct material cost (DMC) of all finished goods.

Customer assurance and system

The main functions of this department are:

Inwards and outwards quality checks quality check.

Quality check at supplier end.

Awareness among staff and supplier.

Uniformity in quality standards of materials maintaining.

Make necessary design based on customers complaints.

Production department:

Another department is the production department, which converts the raw

material in to finished food products. The other functions are:

Intend material to store as per the production schedule.

Provide training for operators in association with HR.

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Adopting various ways and means for productivity and assured quality.

4.1 ANALYSIS AND INTERPRETATION

1. Have you heard about Tata Indicom providing excellent corporate

connections for small-scale, medium enterprises and also better services?

Table 1

Sample Size 150 Yes No

No of respondents 80 70

Percentage 53.4 46.6

Analysis:

From the above table we can see:

53.4% of the respondents are heard about Tata Indicom providing excellent corporate

connection for SME. 46.6% of the respondents are unaware.

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Graph 1 showing the awareness of Tata Indicom providing corporate connection

for SME

80

70

Y

N

Figure 1

Interpretation:

From the above analysis we can see that majority of 53.4% of the respondents have

heard about Tata Indicom providing excellent corporate connection for SME and

46.6% of the respondents are unaware of this corporate service

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2. Do you have Tata Indicom corporate connection

Table 2

Sample Size 150 Yes No


Percentage 20 80

Analysis:

From the above table we can see that:

20% of the respondents have Tata Indicom corporate connection.

80% of the respondents dont have Tata Indicom corporate connection.

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Graph 2 showing the SME having Tata Indicom corporate connection

30

120

Ye

No

Figure 2

Interpretation:

From the above analysis we can say that majority of 80% of respondents are not

having Tata Indicom connections the remaining 20%of the respondents are having

Tata Indicom corporate connection. From this analysis we see that the majority 80%

of the respondent are not having Tata Indicom corporate connection.

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3. If no mention your corporate connection --------------------

Table 3

Corporate connection No of Respondents 120 PercentageReliance 25 20.8

Airtel 40 33.4

BSNL 30 25

Hutch 25 20.8

Analysis:

From the above table we can see that:

20.8% of Respondents are using Reliance corporate connection.

33.3% of Respondents are using Airtel corporate connection.

25% of Respondents are using BSNL connection.

20.8 of Respondents are using Hutch corporate connection.

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Graph 3 showing other corporate connections supporting SME

25

40

30

25

Relain

Airtel

BSNL

Hutch

Figure 3

Interpretation:

From the above analysis we can see around 20.8% of Respondents are using Reliance

corporate connection, and 33.3% of Respondents are using Airtel corporate

connection and also 25% of Respondents are using BSNL connection, and the

remaining, 20.8% of Respondents are using Hutch corporate connection. From the

above analysis 33.3% of majority of the respondents prefer Airtel corporate

connections.

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4. Any problems regarding billing for ISD or STD.

Yes No

Table 4

Sample Size 150 Yes No No of respondents 20 130


Analysis:

13.3% of respondents are facing problems regarding billing for ISD or STD

86.7% of respondents are not facing problems regarding billing for ISD or STD.

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Graph 4 showing problems regarding billing of ISD or STD

20

130

Y

N

Figure 4

Interpretation:

From the above analysis we can interpret that 86.7% of the respondents are not facing

problems regarding billing for ISD or STD the remaining 13.3% of the respondents

are facing problems regarding billing for ISD and STD. So in this case we can say

majority of the respondents are not facing problems regarding billing for ISD and

STD.

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5. If you had faced any other problems regarding Billing.

Table 5

Feed back No of respondents 150 PercentageDelay 20 13.3

Extra charges 60 40

Other complaints 70 46.7

Analysis:

13.3 % of the respondents facing delay in billing.

40% of the respondents facing extra charges.

46.7% of the respondents facing other complaints regarding billing.

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Graph 5 showing other problems regarding billing

20

60

70

0

10

20

30

40

50

60

70

Delay Ex traCharges Other complaints

Seri

Figure 5

Interpretation:

From the above analysis we can say that most of the respondents (46.7%) had faced

other complaints like network busy, disconnecting of network etc. the other 40% of

the respondents have faced extra charges and remaining 13.3% of the respondents

have faced delay in billing. So we can see that most of the respondents have faced

complaints regarding billing in Tata Indicom as well as in other corporate connection.

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6. Did customer care/services respond well regarding your billing problems?

Table 6

Sample size 150 Yes No No of respondents 110 40


Analysis:

73.3% of the respondents are responded well by customer care.

26.7% of the respondents are not responded well by customer care.

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6. Graph showing customer care /services responds regarding billing problems

110

40

0 20 40 60 80 100 120

Yes

No

Seri

Figure 6

Interpretation:

From the above analysis we can see that majority of the respondents around 73.3% of

the respondents have responded well by customer care regarding billing problems and

the remaining 26.7% of the respondents have not responded well by customer care.

From this analysis, we can say that most of the respondents are responded well by

customer care.

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7. Regarding billing problems, complaints, delay what would you like to say to

the customer services provided.

Table 7

Particulars No of respondents Percentage

Strongly satisfied 22 14.7

Satisfied 68 45.3

Moderate 28 18.7

Dis-satisfied 32 21.3

Analysis:

14.7% of the respondents are strongly satisfied by the customer service provided.

45.3% of the respondents are satisfied by the customer service provided.

18.7% of the respondents are moderate towards customer service provided.

21.3% of the respondents are Dis-satisfied by the customer service provided.

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8. Regarding customer care and services are you satisfied with the present

Connection? Is it

Table 8


Excellent 62 41.3

Good 53 35.3

Average 35 23.3

Analysis:

41.3% of the respondents saying excellent about customer service

35.3% of the respondents saying Good about customer service.

23.3% of the respondents opinion about customer service is Average

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Graph 8 showing satisfaction level of customer care and services with the present

connections.

Figure 8

Interpretation:

From the above analysis we can see that majority of the respondents of 41.3% saying

excellent about customer service and 35.3%of the respondents saying good about

customer service and the remaining 23.3 %of the respondents opinion about

customer service is average. In this case we can see that most of the respondents

having the opinion as excellent regarding satisfaction level of customer care and

services with the present connection.

49

62

53

35

0

10

20

30

40

50

60

70

Excellent Good Average

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9. If good/ average are you planning to have all your lines to Tata Indicom.

Table 9

Particular No of respondents PercentageYes 18 12

No 40 26.7

Already Having 30 20

Analysis:

12% of the respondents are planning to have all their lines to Tata Indicom.

26.7% of the respondents are not ready to have all their lines to Tata Indicom.

20% of the respondents are already having all their lines to Tata Indicom.

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Graph 9showing good/average planning to have Tata Indicom connection.

18

40

30

0

5

10

15

20

25

30

35

40

Yes No Already Having

Yes

No

Already Hav

Figure 9

Interpretation:

From the above analysis we can say that most of the respondents 26.7% are not ready

to have all their lines to Tata Indicom and 12% of the respondents are planning to

have all their lines to Tata Indicom and 20% of the respondents are already having all

their lines to Tata Indicom. So we can say that most of the respondents are not ready

to have all their lines to Tata Indicom.

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10. How would you rate your Network?

Table 10

Particulars No of Respondents PercentageExcellent 61 40.7

Good 58 38.7

Average 20 13.3

Poor 11 7.3

Analysis:

40.7% of the respondents rating their network as excellent.

38.7% of the respondents rating their network as Good.

13.3% of the respondents rating their network as Average.

7.3% of the respondents rating their network as Poor.

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Graph 10 showing the network rating of the respondents present connection.

61 58

20

11

0

10

20

30

40

50

60

70

Excellent Good Average Poor

Serie

Figure 10

Interpretation:

From the above analysis 40.7% of the respondents rating their network as excellent

and the 38.7% of the respondents rating their network as Good and 13.3% of the

respondents rating their network as Average and the remaining 7.3% of the

respondents rating their network as Poor. From this analysis we see that 40.7% of the

respondents are satisfied with their present connections network.

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11. What are the reasons for using this particular brand of network?

Table 11

Particulars No of Respondents PercentageRate plan 72 48

Features 21 14

Special offers 29 19.3

Others 28 18.7

Analysis:

48% of the respondents are using the brand because of rate plan

14% of the respondents are using the brand because of features.

19.3% of the respondents are using the brand because of special offer.

18.7% of the respondents are using the brand because of other reason.

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Graph 11 showing the respondents preference for a particular brand of network.

72

21

29 28

0

10

20

30

40

50

60

70

80

Rate Plan Features Special Of fers Others

Seri

Figure 1 1

Interpretation:

From the above analysis majority of 48% of the respondents prefer the brand becauseof rate plan and 19.3%% of the respondents are using the brand because of special

offers and around 18.7% of the respondents are using the brand because of other

reasons like brand image, etc and the remaining 14% of the respondents are using the

brand because of features. From this analysis we can say that majority prefer rate

plan.

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12. Amount you paid last month ------------------, units consumed last month-----

Calling pattern you follow

Table 12

Analysis

68% calls of respondents are to mobile.

32% calls of respondents are to land line.

Particulars % Of call of respondents

To mobile 68

To land line 32

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Graph 12 Showing calling pattern of the respondent.

68

32

Mobil

Landl

Figure 12

Interpretation:

From the above analysis we can see that around 68% of the calls of respondents are to

mobile and remaining 32% of the calls of respondents are to land line. From this

analysis we can say that most of the calls are to mobile and very few to landline.

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13. Normal call to mobile or Landline is,

Table 13

Particulars No of respondents PercentageOne minute 35 23.3

More than one minute 115 76.7

Analysis:

23.3% of respondents call to mobile or land line one minute.

76.7% of respondents call to mobile or land line more than one minute.

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Graph 13 showing calls to mobile and landline for one minute or more.

35

115

One Minute

Morethan One min

Figure 13

Interpretation:

From the above analysis we can find out 23.3% of respondents calls to mobile/land

line for one minute and the remaining 76.7% of respondents calls to mobile or

landline for more than one minute. From this analysis we can say that more than aminute is the majority most of the respondents have spoken so far.

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14. If you are a new customer, do tell us your wants and services towards Tata

Indicom.

Table 14


Good service 38 25.3

Network coverage 95 63.4

Reduce tariff in ISD 17 11.3

Analysis:

25.3% of the respondents want good services from Tata Indicom.

63.4% of the respondents want network coverage from Tata Indicom.

11.3% of the respondents want reduce tariff plan in ISD from TataIndicom.

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Graph 14 showing new customers wants and services towards Tata Indicom

38

95

17

0

10

20

30

40

50

60

70

80

90

100

Good Services Netw orkCoverage

Reduce Tariffplan in STD

Good Services

Netw ork Coverage

Reduce Tariff plan in S

Figure 14

Interpretation:

From the above information we can see that 63.4% of the respondents want network

coverage from Tata Indicom and

25.3% of the respondents want good services from Tata Indicom and 11.3% of the

respondents want to reduce tariff plans in ISD from Tata Indicom.

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15. Tata Indicom is providing a new Tariff plans for small-scale medium

enterprises, which is very effective and money saving, Do you like to have

such plans.

Table 15

Sample size 150 Yes No


Percentage 40 60

Analysis:

40% of the respondents would like to switch on to Tata Indicom

60% of the respondents like to remain with their present connection.

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Graph 15 showing the respondents liking to have new tariff plans for SME from

Tata Indicom.

60

90

Y

N

Figure 15

Interpretation:

From the above analysis we can see around 40% of the respondents would like to

switch on to Tata Indicom and remaining, 60% of the respondents like to remain with

their present connection. From this analysis around 40% have the willingness to join

Tata Indicom.

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16. Do you want any body to get in touch with you regarding service and new

product of Tata Indicom?

Table 16



Percentage 20 80

Analysis:

20% of the respondents want to get in touch with Tata Indicom.

80% of the respondents are not willing to get in touch with Tata Indicom.

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Graph 16 showing the interest of respondents to get in touch with Tata Indicom.

30

120

0

20

40

60

80

100

120

Yes No

Figure 16

Interpretation:

From the above information we can find out 80% of the respondents are not willing to

get in touch with Tata Indicom and the remaining 20% of the respondents wants to get

in touch with Tata Indicom.

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17. Tata Indicom is giving more services for small-scale medium enterprises.

Do tell us about the services. Is it

Table 17

Feed back No of respondents Percentage

Excellent 40 26.7

Good 90 60

Average 20 13.3

Analysis:

26.7% of the respondents consider excellent services from Tata Indicom.

60% of the respondents consider good services from Tata Indicom.

13.3% of the respondents consider average services from Tata Indicom.

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Graph 17 showing the feedback of respondents regarding services for SME from

Tata Indicom

ExcellentGood

Average

S1

40

90

20

0

10

20

30

40

50

60

70

80

90

Seri

Figure 17

Interpretation:

From the above analysis we can find out 26.7% of the respondents consider excellent

services from Tata Indicom and 60% of the respondents consider good services from

Tata Indicom and the remaining 13.3% of the respondents consider average services

from Tata Indicom. From this analysis we see that 26.7% have accepted excellent and

60% have accepted good regarding services for SME.

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18. Do tell us about the satisfaction, regarding Tata Indicom services for

SME.

Table 18

Level of satisfaction No of respondents Percentage

Strongly satisfied 15 10

Satisfied 30 20

Moderate 80 53.3

Dis-satisfied 25 16.7

Analysis:

10% of the respondents are strongly satisfied with Tata Indicom services for SME.

20% of the respondents are satisfied with Tata Indicom services for SME.

53.3% of the respondents are moderately satisfied with Tata Indicom services for

SME.

16.7% of the respondents are strongly Dis-satisfied with Tata Indicom services for

SME.

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Graph 18 showing satisfaction level regarding Tata Indicom

15

30

80

25

0

10

20

30

40

50

60

70

80

Strongly

Satisfied

Satisfied Moderate Dis-Satisfied

Seri

Figure 18

Interpretation:

From the above analysis we can see that 10% of the respondents are strongly satisfied

with Tata Indicom services for SME and 20% of the respondents are satisfied withTata Indicom services for SME and around 53.3% of the respondents are moderately

satisfied with Tata Indicom services for SME and the remaining 16.7% of the

respondents are strongly Dis-satisfied with Tata Indicom services for SME.

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19. Are you satisfied with Tata Indicom connection?

Table 19

Sample size 150 Yes No No of respondents 42 108

Percentage 28 72

Analysis:

28% of the respondents are satisfied with Tata Indicom.

72% of the respondents are not satisfied with Tata Indicom

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Graph 19 showing satisfaction regarding corporate connection

42

108

Y

N

Figure 19

Interpretation:

From the above analysis we can see that around 28% of the respondents are satisfied

with Tata Indicom and the remaining 72% of the respondents are not satisfied with

Tata Indicom. From this analysis we can say that only 28% prefer Tata Indicom.

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20. If No, what problem are you facing?

Table 20

Feedback No of respondents PercentageBilling 20 13.3

Network 60 40

Services 28 18.7

Analysis:

13.3% of the respondents are facing Billing problem.

40% of the respondents are facing network problem.

18.7% of the respondents are facing service problem.

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Graph 20 showing the respondents feedback that are not satisfied with Tata

Indicom

20

60

28

0 10 20 30 40 50 60

Billing

Network

Servieces

Servie

Networ

Billing

Figure 20

Interpretation:

From the above analysis we can say that 13.3% of the respondents are facing Billing

problems and the 40% of the respondents are facing network problems and the

remaining

18.7% of the respondents are facing service problems. If Tata Indicom use aggressive

marketing to solve these entire problem then will be able to be the market leader.

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21. Do tell us about your expectation towards Tata Indicom

Table 21

Expectations No of respondents PercentageAggressive marketing 80 53.3

Speed up connectivity 40 26.7

Broadband service 30 20

Analysis:

53.3% of the respondents are expecting aggressive marketing from Tata Indicom.

26.7% of the respondents are expecting speed up connectivity from Tata Indicom.

20% of the respondents are expecting broadband service from Tata Indicom.

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Graph 21 showing expectations of the respondents towards Tata Indicom

80

4030

0

10

20

30

40

50

60

70

80

Aggressive

marketing

Speedup

Conectivity

Broadband

Services

Aggressive market

Speedup Conectivi

Broadband Servic

Figure 2 1

Interpretation:

From the above analysis we can see that majority of 53.3% of the respondents are

expecting aggressive marketing from Tata Indicom and 26.7% of the respondents are

expecting speed up connectivity from Tata Indicom and the remaining 20% of the

respondents are expecting broadband service from Tata Indicom. From this analysis

we see that 53.3% of the respondents prefer and also have expectations to Tata

Indicom to go for Aggressive marketing.

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22. If an existing customer then do tell us about Tata Indicom customer

services.

Table 22

Feedback No of respondents Percentage

Excellent 20 13.3

Good 80 53.3

Average 40 26.7

Poor 10 6.7

Analysis:

13.3% of the respondents feel excellent about Tata Indicom customer service

53.3% of the respondents feel good about Tata Indicom customer service

26.7% of the respondents feel average about Tata Indicom customer service.

6.7% of the respondents feel poor about Tata Indicom customer service.

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Graph 22 showing the existing customers feedback of customer services about

Tata Indicom.

20

80

40

10

0

10

20

30

40

50

60

70

80

Excellent Good Average Poor

Excell

Good

Avera

Poor

Figure 22

Interpretation:

From the above analysis we can see that around 13.3% of the respondents feel

excellent about Tata Indicom customer service and 53.3% of the respondents feel

good about Tata Indicom customer service and around 26.7% of the respondents feel

average about Tata Indicom customer service and the remaining 6.7% of the

respondents feel poor about Tata Indicom customer service. From this analysis we see

more over 13.3% feel excellent and 53.3% feel good about the customer service of

Tata Indicom.

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23. What expectation you like to have from Tata Indicom services, Is it,

Table 23

Expectations No of respondents PercentageGood tariff plan 20 13.3

Good customer support

system 40 26.7

Excellent coverage 90 60

Analysis:

13.3% of the respondents expecting good tariff plan.

26.7% of the respondents good customer support system.

60% of the respondents expects for excellent coverage.

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Graph 23 showing expectations of the respondents to Tata Indicom services.

20

40

90

Good Tariff Plan

Good Customer supp

system

Excelent Coverage

Figure 2 3

Interpretation:

From the above information we can see that 13.3% of the respondents are expecting

good tariff plans and 26.7% of the respondents prefer good customer support system

and the majority of 60% of the respondents expecting excellent coverage. From this

analysis most of the respondents expectations are excellent coverage.

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24. Do customer services of Tata Indicom give you better services?

Table 24



Percentages 45.3 54.7

Analysis:

45.3% of respondents are satisfied with Tata Indicom.

54.7% of respondents are not satisfied with Tata Indicom.

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Graph 24 showing customer service of Tata Indicom giving better services.

68

82

0

10

20

30

40

50

60

70

80

90

Yes No

Figure 24

Interpretation:

From the above analysis we can find out 45.3% of respondents are satisfied with Tata

Indicom and remaining 54.7% of respondents are not satisfied with Tata Indicom.From this analysis we can say that 54.7% of the respondents are not satisfied with

Tata Indicom.

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25. Your views and suggestions to improve the services, Is it,

Table 25

Views& suggestions No of respondents PercentageTarget rural market 60 40

Service provider 25 16.7

More value good

services 65 43.3

Analysis:

40% of the respondents suggest for target ting rural market.

16.7% of the respondents suggesting for service provider.

43.3% of the respondents suggesting for more value good service.

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Graph 25 showing views and suggestions to improve the service of Tata Indicom

60

25

65

0

10

20

30

40

50

60

70

Target Rurel

Market

Service

provider

More value

good services

Target Rurel Market

Service provider

More value good servic

Figure 25

Interpretation:

From the above analysis we can see that 40% of the respondents suggesting for

targeting rural market and around 16.7% of the respondents is suggesting for serviceprovider and the remaining majority of 43.3% of the respondents suggesting for more

value good service. From this analysis we see that most of the respondents prefer

more value good services and also target rural market.

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26. Give me your expectations and suggestions regarding Tata Indicom

corporate connections.

Table 26

Suggestion regarding

Corporate connection

No of respondents Percentage

Excellent 20 13.3

Good 65 43.3

Average 65 43.4

Analysis:

13.3% of the respondents suggested excellent.

43.3% of the respondents suggested good.

43.4% of the respondents suggested average.

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Graph 26 showing expectations and suggestions regarding Tata Indicom

corporate connections.

20

65 65

0

10

20

30

40

50

60

70

Excellent Good Average

Excell

Good

Avera

Figure 26

Interpretation:

From the above analysis we can say that 13.3% of the respondents suggested excellent

regarding the corporate connections of Tata Indicom and around 43.3% of the

respondents suggested good, and the remaining

43.4% of the respondents suggested average. From this analysis only 13.3% of the

respondent have said excellent regarding the Tata Indicom corporate connections.

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26.1 If Good /Average give some suggestions regarding your expectations.

Table 26.1

Expectation No of respondents Percentage Network coverage 75 50

Attractive offers 35 23.4

Good tariff plan 20 13.3

Analysis:

50% of the respondents suggesting to improve network coverage

23.4% of the respondents suggesting for attractive offers.

13.3% of the respondents suggesting for good tariff plan.

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Graph 26.1 showing good/average respondents suggestions and expectations

75

35

20

0

10

20

30

40

50

60

70

80

Network coverage Attractive offers Good tariif plan

Network cover

Attractive offer

Good tariif plan

Figure 26.1

Interpretation:

From the above analysis we can say that 50% of the respondents suggesting to

improve network coverage and around23.4% of the respondents suggesting for

attractive offers and the remaining 13.3% of the respondents suggesting for good

tariff plans. From this analysis most of the respondent prefers network coverage.

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5. SUMMARY

5.1 FINDINGS

The findings from the study

Most of the customers are not aware of Tata Indicom providing corporate

connections to small-scale medium enterprises.

Around few customers have the corporate connections of Tata Indicom in

SME

Airtel is the highest corporate connection provider for SME

Many of them have faced extra charges in Tata Indicom connections

Regarding Customer care and services the respondents feedback is good and

average.

Most of the respondents are satisfied with reliance, Bsnl, and hutch

connections.

Some of the respondents are willing to take Tata Indicom connections because

of good tariff plan. Most of the respondents prefer good customer support

system and excellent coverage.

Most of the respondents have considered reliance and Bsnl giving excellent

network and services.

New customers expectation regarding Tata Indicom is network coverage and

good services.

Most of the respondents are not satisfied with Tata Indicom connections.

Most of the respondents want Tata Indicom to have aggressive marketing,

speed up connectivity, broadband service.

New customers expectations for Tata Indicom services are excellent

coverage, good customer support system.

Most of the customer wants more value good services, and target rural market.

Most of the customers are complaining about the network coverage.

From this study few of the respondents are facing billing problems, network

problem and facing even service problem.

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5.2 SUGGESTIONS

After collecting all the data from the sources and analysis the findings, I would

like to make following suggestions regarding the corporate connections of Tata

Indicom to SME and other recommendation, which the sponsor may consider:

Tata Indicom should advertise regarding corporate connection to SME

Airtel is the market leader in providing corporate connections for SME so Tata

Indicom should go for aggressive marketing; speed up connectivity andbroadband service.

Tata Indicom should provide excellent service in order to retain customers.

Most of the respondents are not satisfied with Tata Indicom, so it should

come up with excellent network and service, and also good customer support

system.

It should Target rural market, as its nearest competitors are Bsnl and reliance

Documents

Market Potential of Sme and Corporate Segment for Tata Indicom Services