A Study on the Market Share of Wipro by Achyut Ajith ,Amrita School Of Business

A Market share analysis of Wipro Computers in Kollam District of Kerala
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  A ACHYUT. AM.AR.U3BBM10001 MENTOR: Mrs. AMRITALAKSHMI  INTRODUCTION    Market share is the percentage of a company’s sales of a particular product or service in a given area. It can be calculated in terms of revenue or of units sold .  The main objective of a market analysis is to establish the appeal of a market and to understand the fluctuating nature of the opportunities and threats it presents, in relation to the strengths and weaknesses of the company.  A study on the market share of Wipro systems and technology products in private education sector in Kollam district was the topic. The study was conducted to find out the future demand for computers in private education sector, the awareness level of Wipro Info tech products among the customers and preference of the customers in selecting a brand.   Review of Literature  1. Customer satisfaction, market share, and profitability: Findings from Sweden. Anderson, Eugene W.; Fornell, Claes; Lehmann, Donald R.Journal of Marketing, Vol 58(3), Jul 1994, 53-66.  Examined the relationship between customer-based measures of firm performance and traditional accounting measures of economic returns. Representative samples of customers for 77 companies were surveyed with the Swedish Customer Satisfaction Barometer, and results were combined with data on the companies' economic returns. Firms that actually achieved high customer satisfaction also enjoyed superior economic returns. However, these returns were not immediately realized. Results also provided a preliminary indication of trade-offs  between customer satisfaction and market share goals. The market's expectations of the quality of a firm's outcome positively affected customers' overall satisfaction with the firms; customers also have adaptive by largely rational expectations.  2. Order of entry and performance in new markets, Strategic Management Journal. Mary Lambkin -Volume 9, Issue S1, pages 127  –   140, summer 1988.    A prevalent view among both academics and managers is that pioneers enjoy an enduring advantage over all later market entrants. The study reported in this paper tests this assertion by comparing the behavior and performance of three entrant categories  —  namely, pioneers, early followers and late entrants. A population ecology model is used to develop a set of hypotheses and these are tested on samples of start-up and adolescent businesses from the PIMS data base. The results show the three entrant categories to have significantly different strategic profiles and performance levels, with pioneers tending, on the average, to outperform later entrants.   3. Customer satisfaction, customer retention, and market share,  Journal - Roland T. Rust .Volume, summer 1993, Pages 193  –  215  We provide a mathematical framework for assessing the value of customer satisfaction. The framework enables managers to determine which customer satisfaction elements have the greatest impact, and how much money should be spent to improve particular customer satisfaction elements. This makes it possible to hold customer satisfaction  programs accountable, in the way that other business programs are held accountable, by forcing them to demonstrate their benefits with respect to bottom-line profitability. We use an individual-level model of loyalty and retention, and then build up to market share  by aggregation. We demonstrate the application of our approach in a pilot study of a city's retail banking market.  4. An Analysis of the Market Share-Profitability Relationship-David M. Szymanski, Sundar G. Bharadwaj and P. Rajan Varadarajan Journal of Marketing Vol. 57, No. 3 (Jul., 1993), pp. 1-18    A number of researchers in the marketing, management, and economics disciplines have expressed reservations regarding the validity and generalizability of the reported relationships between market share and profitability. Against this backdrop, the authors  performed a meta-analysis on 276 market share-profitability findings from forty-eight studies to address whether market share and profitability are positively related and to examine the factors that moderate the magnitude of that relationship. The authors found that, on average, market share has a positive effect on business profitability.
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