DR.

AMBEDKAR BUSINESS SCHOOL

POST GRADUATE DIPLOMA IN MANAGEMENT
2009-2011

SUMMER TRAINING PROJECT REPORT

28/05/2010 – 31/07/2010

MARKET RESEARCH AND BUSINESS DEVELOPMENT OF

BANYAN TREE KNOWLEDGE CENTER (BTKC)

SUBMITTED BY
NEERAJ SAKHARKAR

ADVISOR
MR. ANIL SALUNKE
SR. – MANAGER – OPERATIONS

COORDINATOR
PROF. MUJAHID SIDDIQUI
Associate Professor, Dr. Ambedkar Business School
CERTIFICATE
1
Date: 26th July, 2010

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Neeraj Sakharkar a student of Dr.Ambedkar

Business School, Nagpur (Dabs), has successfully completed the Summer
Training Program me at BANYAN TREE KNOWLEDGE CENTER in
Nagpur.

The duration of the training was from 26th May 2010 to 26th July 2010.

The project in which he has worked was “Market Research and Business
Development” for Banyan Tree Knowledge Center

FOR BANYAN TREE KNOWLEDGE CENTER

CERTIFICATE

2
 TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Neeraj Sakharkar is a bonafide PGDM student of

Dr.Ambedkar Business School, Nagpur (Dabs) for the session 2009-2011. He

has completed his project on the topic “Market Research and Business

Development” under the able guidance of Mr. Anil Salunke, Sr. Manager, BTKC

Ltd. and Prof. Mujahid Siddiqui, Dr. Ambedkar Business School.

This report is being submitted to the institute as partial fulfillment of requirement

for the degree of PGDM.

Dr. Sudhir Fulzele

(Director, Dr. Ambedkar Business School)

ACKNOWLEDGEMENT

3
There are many people who have contributed enormously for the successful execution and

completion of this project titled ‘Market Research and Business Development of Banyan Tree

Knowledge Center (BTKC) in Nagpur’.

Prior to all, we would like to thank Banyan Tree Knowledge Center, for providing us with the

opportunity to be a part of this exclusive project in Nagpur and expose ourselves to the ground

realities of Market Research and Business Development Process.

We would also like to quote our thanks to Mr. Anil Salunke for his expert guidance and

efficient coordination throughout the Project duration. It would not have been so convenient to

successfully complete the project without his expert guidance.

We also would like to appreciate the supportive role of Dr. Ambedkar Business School during

the project for providing us with the auspicious opportunity of undergoing the Project, and also

for the Infra facilities as and when required during the Project.

Our special thanks to Prof. Mujahid Siddiqui, our Project Coordinator, for his expert Round –

The –Clock guidance during the entire project duration. His instrumental role in this project is

Inevitable and therefore a key consideration for the acknowledgement.

Hearty Thanks From:

Neeraj Sakharkar

TABLE OF CONTENTS

CHAPTER PARTICULARS PAGE NO.

4
1 EXECUTIVE SUMMARY 1
2 COMPANY OVERVIEW 2
3 PRODUCT DESCRIPTION - ICDL 4
4 PROBLEM STATEMENT 9
5 APPROACH & METHODOLOGY 10
6 ABOUT ICDL TEST CENTER 15
7 TEST CENTER OPERATIONS 19
8 ANALYTICAL OVERVIEW 25
9 COMPARATIVE ANALYSIS 29
10 SUGGESTIONS AND RECOMMENDATIONS 42
11 LEARNINGS FROM THE PROJECT 43
12 BIBLIOGRAPHHY 44
13 ANNEXURE I 45
14 ANNEXURE II 48
15 ANNEXURE III – SYLLABUS 49
16 ANNEXURE IV –QUESTIONAIRE FORMAT 57

5
 EXECUTIVE SUMMARY
This project on Banyan Tree Knowledge Center (BTKC) is done to find out certain objectives

regarding the strategic approach to be adopted by the company to launch its product in the

Central Indian Market and stand strongly in the competitive IT Literacy Certification

provider’s market. BTKC’s marketing strategies are analyses using various models like SWOT

Analysis, Porter’s Five Force Model and Comparative Analysis.

The outcomes of this model determine the marketing strategies to be adopted by the company

to launch its product into the Central Indian Market (Specifically NAGPUR CITY) and

develop the IT Literacy Certification market for BTKC. SWOT Analysis determines the

potential of the product and designs the marketing strategies on the basis of it. PORTER’s

FIVE FORCE MODEL determines the market conditions of the Target Market, and design the

product pricing and features on the basis of the same. While COMPARATIVE ANALYSIS

determines the product’s competitors existing in the market, and provides the basis for

designing Market Penetration and absorption strategies to be adopted by the company.

This project plays an instrumental role for the company to plan the various strategies for

launching their product in the Central Indian Market (Specifically NAGPUR), and developing

their market in the same.

 COMPANY OVERVIEW

The Banyan Tree Knowledge Center Ltd, an Italy based MNC, having its Indian Headquarter

in Chennai and registered in Mumbai was born to ensure the development of professional skills

and the culture of quality in India’s Economic Value Chain, through the academic institutions

of India. This objective entails the development of people who can be certified in quality

management and data & computer literacy.

An important issue that you must consider is that the knowledge that you have certified

through BTKC, is recognized in terms of credit towards graduate and post-graduate degrees at

major European Universities.

Banyan Tree Knowledge Centre has as its founding partner and principal financial patron

Banyan Tree Holdings. Banyan Tree Holdings is an industrial holding company of Carrera

Holdings Group, Private Equity investors, and Indian financial institutions.

For Banyan Tree Holdings, BTKC is of strategic importance in creating those soft assets that

are critical for the growth and future prosperity of India’s textile sector. With the financial

backing of Banyan Tree Holdings, you can be sure of a certification and knowledge

distribution platform that is amongst the best in the World.

Banyan Tree Knowledge Centre is also the child of supra-national European Union

organizations that are the owners of such important foundations as EQDL, ECDL, ECDL,

CEPIS and EUCIP.

Some of the founding fathers of Banyan Tree Knowledge Centre are entities whose work is

considered to be of such importance that the European Commission's ESDIS Committee on

November 2001 recommended their work “be accepted as a Europe-wide accreditation

scheme.” International organizations, such as UNDP and UNESCO, have started implementing

these accreditation systems for their staff in over 140 countries. The accreditation systems that

are bought to you are also used by the best corporate names in nearly every important

economic sector.
The most important corporates of the World are using these systems to ensure that their

employees have certified levels of knowledge.

ICDL is the only certification system that can evaluate and authenticate your level of

knowledge in Information Technology. It is becoming critical that Indian academic institutions

prove that the quality of their students is of an international standing when it comes to

Information Technology.

The survival of all companies depends on their ability to be computer and data literate. But

how can a company be IT literate if it does not know if its employees are? How can a company

know that the people with the right IT skills are in the right position? The primary

Corporations of the World are answering these questions with four letters, I C D L.
 PRODUCT DESCRIPTION - ICDL

ABOUT ICDL (International Computer Driving License)

ECDL (European Computer Driving Licence), currently launched as ICDL(International

Computer Driving Licence) tailored as per the Indian Market is the world’s leading

certification system, available in 36 languages and 140 countries worldwide. Like all

certification programs proposed by Banyan Tree Knowledge Center, ICDL is developed and

managed by the European Union financed teams of international computer experts, based on

the specification indicated by the major European employer organizations. The ICDL program

is COMPREHENSIVE, as it ranges over several levels of skills, its STANDARD,as tests are

the same in all countries (thus enabling job mobility), and its VENDOR-NEUTRAL, as it is

available both on proprietary and on open source technology platforms. All ICDL certification

packages are controlled and managed by the ICDL Foundation on behalf of CEPIS (Council of

European Professional Informatics Societies), the non-profit entity which created ICT

certifications in Europe. Several international organizations (UNESCO, ILO, UNDP)

recognize and promote the importance of ICDL’s skill certification program . The European

Union emphasizes the role of ICDL certification in assuring service quality, matching job

demand and supply, and bridging the so-called “digital divide.” Europe now has over 5 million

people who have been certified by ECDL. ECDL’s impact can be measured also by the fact

that the leading companies of the World across sectors are turning to ECDL to ensure the

computer literacy levels within their companies. BTKC’s attempt to market this popular

product in Market has been so far successful in the southern region of India. Now, the

company is aspiring to expand the market of ICDL to the Central India and therefore, directing

its initiatives towards the progress. As per the primary Market Research in the Southern India,

BTKC has partitioned the course into three segments as follows:

 i) ICDL CORE

ii) ICDL ADVANCED

iii) ICDL SPECIALISED

ICDL CORE

The record breaking ICDL CORE is the fastest growing IT user qualification in over 140

countries. The ICDL Core Package certifies the level of knowledge of basic IT skills. It tests

and certifies the candidates possessing the minimum level of knowledge to operate a personal

computer.

To obtain the certificate, the candidate must pass all the following seven modules:

1. Concepts of IT

2. Using the computer

3. Word processing

4. Spread sheets

5. Presentations

6. Data Base

7. Internet

An even simpler certification exists, and it is called ICDL Start. It can be obtained by

completing four of the seven modules listed above.

ICDL is designed specifically for those who wish to gain a benchmark qualification in

computing to enable them to develop their IT skills and enhance their career prospects.

No prior knowledge of IT or computer skills is needed to study ICDL.

ICDL ADVANCED

ICDL ADVANCED is based on a syllabus that is the computer literacy standard for the EU.

If a candidate has completed ICDL CORE and wants to progress further, or if the candidate is

already a “power user,” ICDL ADAVANCED is the next certification level. ICDL

ADVANCED will allow the candidates to demonstrate their higher level of computer skills. It

will allow them to prove that they are competent and efficient in a range of Information

Technology applications.

ICDL ADVANCED exams are all independent and each module awards an individual

certificate. The modules are the following:

1. Word processing

2. Spread sheets

3. Presentations

4. Data Base

The candidates can take any of the modules individually to receive an ICDL ADVANCED

certificate in that application.

If the candidate completes all of the modules they will receive an ICDL ADVANCED

EXPERT certificate.
ICDL SPECIALIZED

ICDL SPECIALIZED is the new independent international standard for core skills in

specialized computer applications.

The internationally recognized ICDL SPECIALIZED covers the core requirements needed to

ascertain the ability of the candidate to use specialized computer applications and systems. The

ICDL SPECIALIZED is the certification for individuals using computers for specialized

applications, such as:

• CAD (Computer Aided Design);

• Web publishing;

• Multimedia;

• Image processing.

This is a very important qualification for those candidates who are specialized professional, or

students of specific professions, in areas such as:

• Engineering;

• Design;

• Architecture;

• Publishing (including Multimedia publishing).

WHY ICDL?

The ICDL certification program enjoys several unique features:

• Neutrality: it is product independent and can be exploited both on proprietary and open

platforms;

• Completeness: it is structured at different levels and specializations;

• Uniformity: the exams are the same everywhere in the world;

• Accessibility: it does not require from the candidate any prerequisite knowledge and is

open to disabled people;

• Suitability: it follows a pragmatic approach focused on the real needs of the working

place.

Because of it’s these unique features, various companies from around the world has recognized

this program as the most acceptable IT literacy certification program. Such corporate includes

the follows:

Citibank HSBC BNP Credit Lyonnais

General Insurance Bank of England Lloyds TSB

Banque of France Bank of Ireland Allied Irish Bank Irish Life Insurance

IBM NTT Data KPMG Procter & Gamble

Lever Ernst & Young TSB ABB Stockholm

Northern Telecom Belgacom Nortel Philips

Ericsson DHL BMW Rolls Royce

Renault Volvo Gateway Guinness

Electrolux Carrera Holdings Nokia Siemens

Fujitsu Siemens-Nixdorf Motorola Sharp

Ricoh Rank Xerox 3M SAS

Henkel General Electric BP Pfizer

Opel – GM Shell Exxon Dunlop

 PROBLEM STATEMENT

BTKC’s ICDL, after proving its stand in the International Market and then in Southern India, is

exploring new market in the other parts of India. Hence, the focus expands to Maharashtra,

which includes Nagpur, Amravati, Bhandara, Chandrapur, and Pune, Aurangabad and other 2

Tier and 3 Tier cities of Maharashtra. Therefore, the expansion of ICDL’s Market in

Maharashtra would include the following objectives:

i. Study of Maharashtra Market’s potential to accept the ICDL Certification Model of

Certifying the candidates after appearing the Tests in the Authorized Test Centers in

Nagpur.

ii. What marketing strategies BTKC should implement to capture market in Maharashtra and

create brand awareness?

iii. To understand existing market potential and major players for the computer literacy

certification in the region.

iv. To develop a niche market for ICDL in Maharashtra.

 APPROACH & METHODOLOGY

Review of Literature

Market Research

Business Development

Brand Building Business Tie-Up Business Tie-Up

& Brand with Comp. Inst. with Schools &
Awareness & Test Centers Colleges

FIGURE NO: 1
Visit Comp. Inst.

Briefing the
Respective Heads
of Institutes

Waiting
Rejected End Process
for
Respon

Ap
pro
ve
d

Reviewing
available
Infrastructure

Seeking Not comply

End Process
Standar with standards
ds

Com
ply
With
Stan
dards

Contractual Process

Test Center

FIGURE NO: 2
Visit Schools and
Colleges

Briefing the
Respective Heads
of Institutes

Waiting
End Process
for Rejected
Respon

Ap
pro
ve
d

Reviewing
available
Infrastructure

Seeking Not comply

Standar with standards End Process
ds

Com
ply
With
Stan
dards

Contractual Process

Test Center

FIGURE NO: 3
STEP I::REVIEW OF LITERATURE

Before starting up with any of the process of Market Research and expansion, depth knowledge

of the company and its product has to be studied.

STEP II::MARKET RESEARCH

The second step after the Literature review and Product study, a market research has to be

conducted to understand the Market Potentiality for the ICDL Certification Model and the

existing competition into the related business.

STEP III::BUSINESS DEVELOPMENT

After the effective market research, if the favorable results are acquired, then the next step shall

be the Business development activities as follows:

a) Brand Building & Brand Awareness.

b) Business Tie-up with Computer Institutes as Test Centers.

c) Business Tie-up with Schools and Colleges.

(A): Brand Building & Brand Awareness:

Brand Building and Brand Awareness exercise is very essential for the company to perform in

order to penetrate the new market. This can be executed through Newspaper, Hoardings,

Posters and other media Advertisements, Sponsorships, Exclusive Events etc.

(B): Business Tie-up with Computer institutes as Authorized Test Centers/Nodal Test

Center for ICDL Course:

ICDL Certification Model is such that it allows the candidates to appear for the ICDL

Certification test through Authorized Test Centers appointed on the basis of the standards pre-

defined by the company for the Business generation and development. Nodal Test Center can

be termed as Master Franchisee to govern the activities of the Test Centers. Procedure for
establishing the business tie up with the computer institutes for setting up as the Test Center is

as stated below:

PROCEDURE

• ICDL program promotion and marketing for the Computer Institutes for establishing

business tie-up with them to be the Test Center for the proposed program.

• Personal visits to the computer institutes and briefing the program.

• In case of interested prospects, infrastructural review of the computer institutes, as per the

ICDL Certification Program standards.

• Approval of the Contractual Obligations by both the parties.

• Carrying out Test Center operations.

 ABOUT ICDL TEST CENTER

The test Center must include-

i. The education and training services.

ii. The competency assessment Center.

iii. The certification services selling skill cards and organizing in house exam sessions.

The test Center can be focused on-

i. Student population (college, universities, schools etc.)

ii. Employee/workers (companies, training and consultancy firms)

ICDL Test Center Mission

i. To become the reference point for IT education in the locality.

ii. At the local level, the ICDL automatic certification tests during specific scheduled

exams sessions under control of BTKC.

iii. To be compliant with the quality rules and procedures established at national level

by BTKC.

iv. To be a local model for business correctness and transparency.

A Test Center is accountable to

i. BTKC for quality and compliances to the national procedures.

ii. The nodal Center for contractual and administrative aspects (including orders and

payments).

iii. Each single candidate for the quality level of offered services.
PRE-REQUISITES FOR BEING A TEST CENTER

i. An examination room with no less than 10 PC’s compliant with ATLAS

requirements.

ii. A connecting LAN.

iii. An internet connection.

iv. Two accredited examiners (ICDL certified with an average score>85).

PREREQUISITES FOR BEING A NODAL CENTER

i. An examination room with no less than 50 PC’s compliant with ATLAS

requirements.

ii. A connecting LAN.

iii. An internet connection.

iv. Four accredited examiners (ICDL certified with an average score>85).

TEST CENTER RESPONSIBILTIES

i. Local promotion activities.

ii. Localizations of advertisement material.

iii. Local sales.

iv. Administrative relationships with the Nodal Center for orders and invoices of ICDL

skill cards and exams.

v. Education and examination of candidates through the BTKC ATES (Automatic

Test Evaluation System).

vi. Management of local personnel.

vii. Ethical business behavior.

NODAL TEST CENTER RESPONSIBILTIES

i. Coordinating the sales of skill cards with the test Centers of the entire region.

ii. Acting as intermediary between BTKC and the various test Centers.

iii. Local promotion activities.

iv. Localization of advertisement material.

v. Local sales.

vi. Administrative relationships with the Nodal Center for orders and invoices of ICDL

skill cards and exams.

vii. Education and examination of candidates through the BTKC ATES (Automatic

Test Evaluation System).

viii. Management of local personnel.

ix. Ethical business behavior.

(C): Business Tie-up with Schools and Colleges within the city:

To speed up the Business Development Exercise, company need to target the larger customer

base for the acceleration of Business in the newer market and stable revenues for the company.

More the number of Schools and Colleges tied-up with the company better will be the

development of the company. The detailed method for tying up with these schools and colleges

is stated below:
PROCEDURE

• ICDL program promotion and marketing for the schools and colleges for establishing

business tie-up with them as an authorized IT literacy certificate provider for their

students.

• Personal visits to the schools and colleges for ICDL program description and business tie-

up.

• Execution of contract between both the parties.

• Further operational proceedings.

 TEST CENTER OPERATIONS

i. Starting the operations.

ii. Simulated Test Sessions.

iii. Training.

iv. Register.

v. Obtain Skill Cards.

vi. Certification Examination.

vii. The ICDL Certificate

STARTING THE OPERATIONS

Before starting the actual operations as Test Center by the computer institutes, a contract must

be signed between the Test Center and the Nodal Agency accredited by the company. The

signature of the contract implies the purchasing of a certain amount of skills card and exam. As

soon as the contract is signed, the Test Center receives from the Nodal Agency the ATLAS

(AICA Test & License Automated System) software, its installation code, the passwords for

the examiners and the synchronization code. Thereafter, the Test Centre is eligible to start to

order the skills card and exams to book the session and conduct the exams for candidates.

SIMULATED TEST SESSIONS

A simulated test session is conducted in each Test Center for the purpose of training the staff

members, who will be looking after the Certification Examination finally. This is to ensure the

quality in the operations and clarity of actions while conducting the actual certification exam.
TRAINING

To ensure the quality of the services and for efficient customer handling, a proper training

session is organized for all the Test Center participants. Training also includes the training of

the accredited examiners of the Test Center. The Test Center is compulsory to have at least two

accredited examiner holding GOLD diploma of the ICDL program.

REGISTER

The first thing which all candidates have to do is register at an accredited Test Centres. These

Test Centres are various computer institutes authorised by the company for conducting

Certification Exams. At the time of registration, candidate is asked to fill in the Skill Card (as

show in the fig.) for the certification; he/she is applying for with the respective fee paid at the

same time. The fee structure for the certification exam is as follows:

Items Test Centre Candidate

Skills Card € 13.00 € 25.00
Exams (each) € 8.00 € 10.00
Skills Card in INR INR 845.00 INR 1,625.00
Exams in INR (each) INR 520.00 INR 650.00
For 7 Exams INR 3,640.00 INR 4,550.00
Total INR 4,485.00 INR 6,175.00

FIGURE NO: 4

OBTAIN SKILL CARDS

Once registered each candidate must obtain a Skills Card. The Skills Card contains all of the

data of the Candidate, including an ICDL candidate identification number. The Skills Card is a
map and a logbook of the certification exams that the candidate has to take or has passed. The

Skills Card will breakdown the knowledge that is being tested into specific modules.

FIGURE NO: 5

CERTIFICATION EXAMINATION

Once the Skills Card is obtained, the candidates will have to prove their knowledge levels by

taking the ECDL exams. These Exams can be taken only at accredited Test Centres. Each
examination module may be taken in any order and over any period of time up to three years -

even all at once - offering maximum flexibility. This exam is of maximum 45 minutes

conducted under the examiner’s close supervision. When the candidate completes the test, the

ATLAS system provides the result of Pass or No Pass to the candidate, while the Pass Score

and Failed Details are sent to the examiner. Exams results are kept available to the candidate

for two weeks. The candidate can access them asking the Test Centre examiner.

THE ICDL CERTIFICATION

When all examination modules have been successfully passed, the Skills Card is exchanged for

the relative ECDL Certificate. On a weekly basis, ATLAS system provides to BTKC the list of

the candidates who have passed all the ICDL exams in the period. Those candidates deserve

the diploma which will be issued by BTKC and delivered to the Test Centre where the

candidate has passed the last exam.

The diplomas can be awarded in different “grades”:

• Gold with honour: if all exams have been passed with an average score > 95%

• Gold: if the average score is > 85% (examiners should have this grade)

• Sstandard: if the average score is between 75% and 85%

To help the candidate to understand if training is needed or if the candidate can proceed

directly to the certification exam, we provide an online simulated test for free. Based on the

results of the simulated exam, the candidate will be advised to follow one of 3 scenarios.

Scenario 1: The simulated exam will advise the candidate to go through a complete training

program at one of the accredited ECDL training Canters, before taking the certification exam.
Scenario 2: The simulated exam will tell the candidate to take the certification examination

after having gone through a partial training program on certain areas where it appeared that the

knowledge level was lacking.

Scenario 3: If the results of the simulated exam are considered good, the candidate can

proceed towards the final certification exam.

FIGURE NO: 6

WHY THE CERTIFICATION?

 i. To stimulate through a precise goal the people to learn.

ii. To assess the quality of education and training by objective parameters.

iii. To ensure visibility and worldwide recognition of the acquired knowledge.

iv. To increase clarity and uniformity of training Centers.

INTERNATIONAL BODIES CERTIFYING ICDL PROGRAM

The ICDL Foundation and CEPIS (The Council of European Professional Informatics

Societies, promoted by AICA and the British Computer Society) own the whole set of

company and product logos. The International Educational Body, UNESCO (United Nations

Educational, Scientific and Cultural Organization) is also promoting the ICDL program, which

is an added feather on the BTKC’s ICDL program cap.

FIGURE NO: 7
 ANALYTICAL OVERVIEW

SWOT ANALYSIS

STRENGTHS

1. 1st International Certification in India (for computer literacy).

2. Established brand in Europe (for computer literacy).

3. Only Certification, no coaching (for those who seek only certification)

4. Approved By UNESCO & other majors.

5. Different Levels Of Certification (Core, Advanced, Specialized)

6. Assurance of Quality

7. Industry wide accepted course (syllabus)

8. Association with big Foreign Brands.

9. Placement Assistance.

WEAKNESS

1. Only Certification, no coaching (for those who seek coaching also).

2. High Fee Structure compared to local brands.

3. Different idea, difficult to comprehend.

4. Dependency on other computer institutes.

5. Lack of association with local companies.

6. Not recognized by Government Institutions as MH-CIT.

OPPORTUNITIES

1. First mover Advantage in computer literacy international certification.

2. Big MNC’s coming in Mihan Project.

3. Immense student inflow in the city.

4. Degraded computer courses.

THREATS

1. High Competition from Govt. Recognized courses (MH-CIT).

2. Less awareness about international certification.

3. Different courses provided in colleges.

4. Rapid technological advances.

5. Increased inclination of students towards technical education.

 Porter’s Five Forces

THREAT OF
NEW
FIGURE NO: 8
ENTRANTS

RIVALRY
BARGAINING AMONG BARGAINING
POWER OF EXISTING POWER OF
SUPPLIER COMPETIT BUYER
ORS

THREAT OF
SUBSTITUTES
BARGAINING POWER OF SUPPLIER

1. International Certification: BTKC is the 1st company to provide international

certification in computer literacy in India. This gives First Moving Advantage to

BTKC.

2. Big successes in Europe: BTKC is providing ECDL (European Computer Driving

License) in Europe since long. It also got recognition from many big brands like Citi

Group; Rolls Royce shows its reliability.

3. Presence in 140 countries & 36 languages: BTKC is providing computer literacy

certification in 140 countries, in 36 languages. This shows its wide acceptance in

different parts of world

BARGAINING POWER OF BUYER

1. New in India: ICDL is new concept to Indian markets so customers can demand some

lucrative offers.

2. Other Govt. courses: Courses like MS-CIT are providing certification for almost

syllabus for very low cost.

THREAT OF SUBSTITUTES

1. Other Govt. courses: Courses like MS-CIT are providing certification for almost

syllabus for very low cost.

2. MS- Office certification: Microsoft is in market with MS-Office certification which can

act as major substitute for ICDL CORE.

3. Training and Placement Cells of Colleges are providing training programs for basic

computer literacy.
THREAT OF NEW ENTRANTS

1. Today there are large no of computer training centers, some with chain of training

centers like NIIT, Chester which can start their own certified course.

2. If Govt. sees the need of International Certification to fetch foreign brands then it can

launch its own International Recognized certification

RIVALRY AMONG EXISTING COMPETITORS

1. With many players already present in the field and some international bodies already

there with such programs, there has to be a time when like other sector, this field will

be price competitive and profit margins will reduce to very low amount. So the

reaching break even will be challenging.

2. There are various existing players in the Market offering the

 COMPARATIVE ANALYSIS

While launching any product into the new market, one of the biggest considerations for any

company is the existing players into the target market and the level of competition, company

has to face while penetrating the new market. BTKC is not an exception in this case. While

entering the new market, BTKC also has to analyze the existing competition of the various IT

Certification providers.

In Nagpur, or for that instance, in Maharashtra the biggest challenge for BTKC is to compete

with MS CIT course. MS CIT has been made compulsory by the Maharashtra Government for

getting employment into the Government organizations which has been the key policy for the

success of this Government- run - course. Due to it’s such an advantage, the pricing of this

course is comparatively very low, which makes it more attractive for the common people for

opt for this course. Though the model of this program and that of BTKC’s is quite different,

BTKC may face stiff competition from this course due to its popularity and significance from

the employability point of view. Therefore, the study of this program is also relatively

important for the company to study.

ABOUT MS-CIT:

MS-CIT is an Information Technology (IT) literacy course started by MKCL in the year 2002.

It has made 5.4 million learners IT literate till date. It is the most popular IT Literacy course in

Maharashtra.
 This course comprises of:

 Reading and understanding a highly illustrated book

 eLearning based self-learning sessions

 Through MKCL's eLearning Revolution for All (ERA)

 Providing hands-on practice sessions.

 Learning facilitation by certified professionals

 With academic interactions, assessments, and collaboration

Regular Without Two Installment  Three Installment 

Installment (includes examination fee Rs 230) (includes examination fee Rs 230)

Cours Second
Examination  First Second  First Three
e Total Total Installmen Total
fee Installment Installment Installment Installment
fee t

2270 230 2500 1300 1300 2600 900 900 900 2700

Course Fee across Maharashtra

FEES

 The Course Fee includes the charges for the Study Material.

Note:

This fee structure has been made applicable from January 2010 onwards, For Regular

Mode (with 2 Installment) student has to pay the fees in two installments with each

installments of Rs.1300 (Please contact your Authorized Learning Center for further

details)
 For Regular Mode (With 3 Installments) student has to pay the fees in three

installments with each installments of Rs.900 (Please contact your Authorized Learning

Center for further details)

Total Fee is payable at the time of admission and is non-refundable and non-

transferable.

DURATION

Course 12 Weeks: 11 weeks + 1 week of distributed holidays. Examination in the

Duration 13th week.

Lecture Hours 66
Lab Hours 66 (one computer to be shared by two learners)
Total Hours 132 hours: two hours per day.

Competitive Advantage of MS CIT over BTKC:

i) Government Subsidy.

ii) Low Cost.

iii) Government Support from employability point of view.

iv) Wide spread market distribution channel in Maharashtra (including rural area).

v) Easy Installment Facilities for payment of fees, attracting more consumer base.

vi) Increased popularity in the Maharashtra Market.

vii) Easy learning through eLearning Revolution for All (ERA) program by MS CIT.

Competitive Advantage of BTKC over MSCIT:

i) Internationally recognized course by several Government Bodies like UNESCO, CEPIS

etc.

ii) Not restricted to the boundaries of Maharashtra only.

iii) Quality Certification program.

iv) Better Course structure recognized by the corporates.

v) Recognized by Private Labels as compared to MSCIT which is recognized by

Government Organization’s only.

vi) More beneficial for the candidates aspiring for MNCs as there career goal.

vii) Immediate results.

viii) Quality Evaluation methodology.

ix) Unique Model of providing IT Literacy Certification.

x) Wider placement scope after certification of BTKC’s ICDL course.

xi) International Level Certification.

xii) Easy Accessibility in terms of Languages and Geographical Boundaries.

 Prefered Courses
17%
34%

Govt. Certifications
Private Certifications
Not sure

49%

FIGURE NO: 9

From the above chart, it can be clearly found that most of the students applying for computer

courses in the institutes prefer Private Certifications over Govt. and other certifications, which

determines the scope for BTKC in the market.

 Demand for Internationally recognized certification
14%

Yes
No

86%

FIGURE NO: 10

This chart depicts the majority of the preferences towards the International Certification

Providers which is again a positive point for BTKC, as it provides an exclusive International

Certification.
 Successful International Certifications available in the Market
26%

46%
Yes
No
Not Sure

29%

FIGURE NO: 11

Through the above chart, it can be found that majority of the Institutes feel the requirement of

Good Quality International IT Literacy Certification Provider in Nagpur, which can be fulfilled

by the emergence of BTKC’s ICDL course in Nagpur.

 29
30
26

25

20
19
20

15

10

5
5

0
MS-CIT Java C,C++ Ms-Offfice Others

FIGURE NO: 12

The above presented chart on the basis of the Institutes feedback clearly indicates, that the

majority of the demand of course is there for JAVA, followed by MS-CIT. Through this chart,

we can derive that BTKC should rethink on Launching the ICDL Advanced product in Nagpur,

as it attracts major demand form the market.

 Interested in running any International Certification
Yes No Not Sure
22%

11%

67%

FIGURE NO: 13

Again, this chart provides a positive indication for BTKC, as majority of the institutes

interviewed have agreed to be interested in running the International Certification Program me,

provided the quality and the incentives are attractive for them.
 Satisfied with the ICDL course structure
26%

Yes
50%
No
Not Sure

24%

FIGURE NO: 14

After inducting the institutes about the BTKC and its ICDL program me with the details of the

contents and model of the course, there feedback were recorded and the above represented

chart shows the responses by them which shows that around 50 % of the institutes are satisfied

with it, and hence it is yet another positive indication for the company.
 Associated with BTKC as a Test Center
Yes No Not Sure
25%

61%
14%

FIGURE NO: 15

Majority of the institutes are interested to associate with BTKC as a test center.
 1. POSITIVE, NEGATIVE AND NEUTRAL RESPONSE.

RESPONSE OF INSTITUTES FOR BECOMING

COMPUTER CENTRES
19% 31%
POSITIVE NEGATIVE
NEGATIVE
NEUTRAL

50%

FIGURE NO: 16
It is quite evident that the majority of computer institutes did not show any interest in

becoming a test center for ‘Banyan Tree Knowledge Center. But it can also be seen that it is

the major portion of the total institutes. The various reasons and responses that were seen can

be due to the unacceptability of the new idea in this region and other factors can be due to the

fees structure, syllabus etc.

COMPUTER LITERACY IN INDIA

6%

LITERATES
ILLITERATES

94%
It is seen that the computer literacy in India is very low. In a world today where computer has

become the basic need and computer operations have become a basic requirement in the

companies. So at a time when big MNCs are focusing on computer related education, it is

visible to world that the computer literacy in India is so low. So here is an opportunity for the

company to have initial penetration.

SUGGESTIONS AND RECOMMENDATIONS

 Advertising should be done on a Large Scale

 Cost should be reduced to gain a competitive advantage.

 High Quality Services should be given to customer.

 Training classes should be conducted by BTKC.

 Course Material should be Easy to Comprehend.

 LEARNINGS FROM THE PROJECT

 Market Exposure

 Problem Handlings

 Team Work

 Co-ordination

 Work under pressures

 Strategies Planning & Implementation

  Ground Work

BIBLIOGRAPHY

Maximum data was collected from the Google. The remaining data was extracted as and when

required from the various sources mentioned below:

1. www.btkc.org

2. www.justdial.com

3. www.yellowpages.com

4. Strategic Management – By Upendra Kachru