Published on: Mar 3, 2016
Transcripts - NarayananRS_Marketing_Project_Synonpsis
Name: Narayanan RS
Roll Number: 1208001640
Contact Number: 9833886816
E Mail: firstname.lastname@example.org
DEVELOPING A SERVICE DELIVERY MODEL TO BRIDGE THE
GAP BETWEEN SERVICES EXPECTED & PROVIDED BY THE
Name and designation of the organization guide: Ravindra Julaniya, Solution Architect
Name and designation of the academic guide: Ravindra Julaniya, Solution Architect
1.1 INDUSTRY PROFILE
The global business intelligence and analytics software industry is anticipated to reach US
$19 billion by 2017, sustaining a CAGR of 7.7% over the next five years.
The industry is expected to witness exponential increases in organizational information and
increasing competition in the new emerging markets.
Business intelligence and analytics software is effectively used for cost cutting and bringing
transparency to organizations.
The industry has experienced rapid change as the dynamic macroeconomic scenario,
increasing competition, and new emerging markets have proven tough challenges for the
enterprises, which have made them take better strategic and operational decisions.
The global economic crisis also has posed a threat to the software industry.
1.2 COMPANY PROFILE
Mastek is an insurance specialist with heavy investments in all relevant intellectual properties.
Its dedicated Centres of Excellence has developed expertise in Life, Health and Pension and
continuously polish and deliver products and end-to-end services for the insurance market.
A successful collaboration with a global clientele of 100+ insurers vouches for the richness
and agility of its products.
In the APAC region Mastek has worked with most of the leading names in insurance
providing capabilities for the insurers to deal with the challenges of the market place and
address the opportunities it offers.
2. RESEARCH PROBLEM FOR DEVELOPING A SERVICE DELIVERY MODEL
TO BRIDGE THE GAP BETWEEN SERVICES EXPECTED & PROVIDED BY
Mastek, an IT solution provider which is a big player in the Insurance domain, is
relatively new in the Business Intelligence domain.
The problem which lies in front of the management is how to improve the services in
the BI field, thus exceeding the expectations of the customer.
SIGNIFICANCE OF STUDY
The study will be of significance as the company is entering into unknown territory
and this study will further reinforce their marketing strategies.
Business requirements dictate the underlying technology needed to support it.
IT needs to work closely with the Business to define a common set of objectives and
definitions of how success is measured.
The research design used for the study is Descriptive.
A key component to bridging the gap between IT and Business is analytics-driven
Lines of business need to be seen and understand the impact of IT to their bottom-
Real-time visibility into key business performance indicators such as end user
performance, resources consumed, service cost, lost revenue,cost of downtime,
number of successful/failed transactions are crucial to bridge the IT and business gap.
But, in the end, the Business needs to weigh the cost of service delivery against the
value, the service brings to the Business.
This requires analytics that use clear service definitions, automated tracking of when
and what resources are consumed by each service, and awareness of the cost impact
when transactions fail or outages occur to link business decision points to the
This is really tricky, but working closely with development, and identifying the key
IT and application metrics which are important to the business is critical.
3. TOOLS / TECHNIQUES TO BE USED FOR DATA ANALYSIS:
• Team effectiveness scale
• Statistical tools
Charts and graphs
4. EXPECTED RESULTS OF THE STUDY:
If this can be accomplished and that data is accessible or can be extracted from
transactions a lot can be accomplished in terms of providing higher value to the IT
5. LITERATURE REVIEW / RELATED RESEARCH OUTCOMES
Internet Source http://bridgestrategy.com
APPROACH TO ENTERING A NEW MARKET SEGMENT
Deploy a small team to rapidly develop and help implement the growth strategy.
Size the opportunity in terms of units, revenue and profit potential over time;
Identify customer requirements (both product and non-product) of the target segment;
Map these requirements to select OEM and channel partners where the company was
most likely to be successfully;
Integrate target segment requirements into the product line planning process;
Define the non-product elements and business processes that contribute to a
compelling solution, such as:
o Needing to partner with other component suppliers to create a platform that
delivered “best-of-breed” performance relative to the competition.
o Providing guaranteed availability of components targeted at this segment.
o Determined appropriate level of marketing funding and programs.
Finally, organize the strategy into a series of execution programs and design an
6. WORK DONE:-
Met Senior Management members from the Pre-Sales team as well the Operation
Few documents were provided but only as reference due to secure company policies.
Prime observation made so far is that the company is putting its best foot forward
and making use of its previous endeavors to captilise in its future outings.
Did a small survey within the company w.r.t employees contribution and thought
process for the reinforcing the strategies to bridge the gap between customers the
7. BOOKS, SITES, JOURNALS, MAGAZINES REFERRED:
Philip Kotler , Priniciples of Marketing
Philip Kotler , Kotler on Marketing
Peter Drucker,The Frontiers of Management.