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A Study on Identification of New Prospect

A STUDY ON NEW PROSPECT IDENTIFICATION IN EMERGING MARKETS WITH REFERENCE TO MISTRAL SOLUTIONS INTRODUCTION Global Scenario Outlook In the threshold of a new millennium, people often feel a growing uncertainty about their future. Certainly many countries today suffer from chronic high unemployment, a persistent deficit, and a deteriorating purchasing power. Clearly, national economics are undergoing rapid and often wrenching transformations. Tow forces underlie the dramatic changes; one is Globalization, the explosive growth of global and international competition. No country can isolate from the world economy, if it closes the market from foreign competition, their people have to pay more for the low quality product. The other force is Technological change. This decade has witnessed remarkable advances in the availability of information and speed of communication; in new materials; in biogenetic advances and drugs; in electronic marvels. The paradox is that globalization and technology advances open up many new opportunities even as they threaten the status quo. We must thank the globalization and technology advancement for the tough competition among the companies, which were playing safely with huge profit. These give them a boost for the quality and the price aspect for their product and service they are producing.

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Indian prospective: India is a service based economy. In India impact of global trend is replicated. India depends on service sector heavily around 60% of its GDP and growth. It is also a significant employment generator. Service sector encompasses a variety like tourism, rail freight, logistics, hotel industry; healthcare, financial services like insurance and banking have been growing at 28% over the last 5 years, which is remarkably higher than the GDP growth of 7%. The service sectors of Indian economy that have grown faster than the economy are as follows: Information Technology (the most leading service sectors in Indian economy) IT-enabled services (ITeS) Telecommunications Financial Services Tourism Services Hotels and Restaurants

The service sector of India has also witnessed a remarkable rise in the global market apart from the Indian market. The broad-based services in the trade sector have undergone a large-scale rise. The software services in Indian economy along with the export of products is growing at a massive pace and thereby witnessed an alarming rise of 35.5 percent and reached a lump sum amount of USD 18 billion. The ITeS and BPO sectors
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grew by 33.5 percent and earned revenue of USD 8.4 billion. The service sector of Indian economy has been the most high-powered sector in India's economy. It has also been focusing in various investments of late. As Indian economy is looking forward for more liberalization, sectors like banking are on its way to loom large and occupy a more significant position in India's economy. Prospects over the next few years are robust and industry confidence is high. Indias service industry is also contributing though a meager 2% service exports but is on growth stage.

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General Introduction of the study:

Marketing is the process of ascertaining consumer needs, converting them in to a product or service, and then moving the product or services to the final consumer to satisfy such needs and wants of specific customer segment or segments with emphasis on profitability ensuring the optimum use of the resources. Marketing has often been described as the art of selling product but people are surprised when they hear that the most important part of marketing is not selling. Marketing management aims to help identify needs and wants, then it facilities the exchange process and enhance customer satisfaction.

Today it is fashionable to talk about the new economy. We hear that business operating in globalized economy; that things are moving at a Nano second place; that our markets are characterized by hype competition; that disruptive
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technologies are challenging every business; and that businesses must adapt to the empowered customer. Marketing is typically seen as the task of creating, promoting and delivering goods and services to the consumers and business.

The American Marketing Association offers the following definition: Marketing is the process of planning and execution of conception, pricing, promotion and distribution of ideas and goods and services to create exchanges to satisfy individuals and organizational goal. Coping with Exchange process calls for a considerable amount of work and skill. Marketing management takes place when at least one party to a potential exchange thinks about the means of achieving positive response from other parties. We see marketing management as the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value.

Mistral is a technology design and integration company providing end-to-end services for product development and deployment. Mistral is focused in three business domains: Product Engineering Services, Defense Solutions and Homeland Security. Mistral provides total solutions for a given requirement, which may include hardware board design, embedded software development, FPGA design, systems integration and customized turnkey solutions. These services benefit end-users and customers, in accelerating time-to-market for a broad range of applications in these focus domains.

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Theoretical Background of the study: Global sourcing is the practice of sourcing from the global market for goods and services across geopolitical boundaries. Global sourcing often aims to exploit global efficiencies in the delivery of a product or service. These efficiencies include low cost skilled labor, low cost raw material and other economic factors like tax breaks and low trade tariffs. Common examples of globally sourced products or services include: laborintensive manufactured products produced using low-cost Chinese labor, call centers staffed with low-cost English speaking workers in the Philippines and India, and IT work performed by low-cost programmers in India and Eastern Europe. While these examples are examples of Low-cost country sourcing, global sourcing is not limited to low-cost countries. Majority of companies today strive to harness the potential of global sourcing in reducing cost. Hence it is commonly found that global sourcing initiatives and programs form an integral part of the strategic sourcing plan and procurement strategy of many multinational companies. Global sourcing is often associated with a centralized procurement strategy for a multinational, wherein a central buying organization seeks economies of scale through corporate-wide standardization and benchmarking. A definition focused on this aspect of global sourcing is: "proactively integrating and coordinating common items and materials, processes, designs, technologies, and suppliers across worldwide purchasing, engineering, and operating locations. The global sourcing of goods and services has advantages and disadvantages that can go beyond low cost. Some advantages of global sourcing, beyond low cost, include: learning how to do business in a potential market, tapping into skills
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or resources unavailable domestically, developing alternate supplier/vendor sources to stimulate competition, and increasing total supply capacity. Some key disadvantages of global sourcing can include: hidden costs associated with different cultures and time zones, exposure to financial and political risks in countries with (often) emerging economies, increased risk of the loss of intellectual property, and increased monitoring costs relative to domestic supply. For manufactured goods, some key disadvantages include long lead times, the risk of port shutdowns interrupting supply, and the difficulty of monitoring product quality. International procurement organizations (or IPOs) may be an element of the global sourcing strategy for a firm. These procurement organizations take primary responsibility for identifying and developing key suppliers across sourcing categories and help satisfy periodic sourcing requirements of the parent organization. Such setups help provide focus in country-based sourcing efforts. Particularly in the case of large and complex countries, such as China, where a range of sub-markets exist and suppliers span the entire value chain of a product/commodity, such IPOs provide essential on-the-ground information. Over time, these IPOs may grow up to be complete procurement organizations in their own right, with fully engaged category experts and quality assurance teams. It is therefore important for firms to clearly define an integration and scale-up plan for the IPO.

INDIAN EMBEDDED MARKET India's Rs.11,516.56 crore ($2.53 billion) embedded software industry, while enjoying rapid growth, faces a number of challenges related to a shortage of relevant skills.
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India has established itself as a low-cost base for embedded software development. The rising number of VLSI firms developing embedded software here and increased outsourcing by OEMs are seen as big drivers of the industry in India during the next three years. Still, the limited exposure embedded programmers get into the complete system challenges them in integrating hardware and software, while creating a software development vehicle early in the flow with speed and cycle accuracy close to that of the real devices is also a serious challenge. That firms have to prove themselves in upgrading their business from developing device-level software to system/application level software is another serious challenge this industry here faces over the next three years, according to a new report by the India Semiconductor Association (ISA). India employs about 60,000 engineers, mostly in chip-level and OS-related programming, middleware/embedded applications, testing and protocol development. The largest share of work done by Indian firms in this area is in software for embedded product testing, device drivers, APIs, algorithms and firmware. Lack of support for development tools, DSP tools and RTOS are limiting India from leveraging the growth opportunities in the embedded industry, with another gripe being the lack of support for boards especially for testing and support in terms of components and modules. Work in India is nearly equally split between communications, consumer electronics and industrial electronics and automotive application segments. "India needs to build competency in developing embedded software for the domains of automotive and medical equipment," according to the ISA report
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VARIOUS METHODS OF SERVICE MARKETING USING INTERNET Internet Marketing Internet marketing is any marketing strategy that takes place online. Also referred to as online marketing, it encompasses a variety of marketing forms like video advertisements, search engine marketing and e-mail marketing. It is the opposite of offline marketing, and can also fall under digital marketing

Offline Marketing Offline marketing, the opposite of online marketing, includes all forms of marketing that arent done on the Internet. Examples of offline marketing are local advertising in newspapers and on television.

Outbound Marketing When you think of marketing, the different forms you come up with are mostly outbound marketing (also called traditional marketing). In fact, the majority of companies today are using different types of outbound marketing to reach their potential customers. Outbound marketing includes any marketing efforts that are taken to introduce a product or service to someone who isnt looking for that product or service. Some examples are cold calling, sending newsletters, billboards, and banner ads on different web sites.

Inbound Marketing Inbound marketing focuses on having your company found by customers, as opposed to reaching out to them directly like in outbound marketing. The important thing to remember here is that a person starts out with the want/need to
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purchase a product or service, and they go out to find it. When they search for that product/service on a search engine, the search engine results page will show inbound marketing results.

Newsletter Marketing Newsletter marketing and email marketing refer to ways of promoting your company through emails. Typically, a firm using newsletter marketing will have a group of contacts that they will send a newsletter containing some interesting information to. The success of newsletter marketing depends on grabbing attention, writing good content and reaching a large number of potential clients.

Article Marketing Businesses will often write articles related to the industry they are in and distribute them online and offline. These free articles will inform people about an important topic and give the company that wrote it more credibility within the market. The organization can also include their business contact information in the article, allowing them to get new clients.

Trade Show Marketing Companies that want to reach a large number of potential customers can participate in public or private trade shows. Trade shows and other forms of event marketing are often a large investment to participate in, but trade shows allow companies to demonstrate new products and examine what is going on in the industry.

Search Marketing Search engine marketing (SEM) is the way in which companies promote their business through paid placement on search engines like Google. Instead of
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increasing the organic search results that a website has, companies will pay to have their advertisements in the sponsored section of search engines. This is also known as Pay per Click Advertising or PPC.

Direct Marketing Direct marketings main goal is to send a message directly to consumers, without having to use any third party outlets. Examples of direct marketing include mail marketing, telemarketing and direct selling. Direct marketing is often preferable because the results can be easily measured, giving the marketer a better understanding of the success of that campaign.

Social Media Marketing Social network marketing and social media campaigns provide a window to market a product or service on the Internet through different social networks. Companies can use these outlets for their marketing, customer service and sales. The most common and successful means of social media marketing are found on sites like Facebook, Twitter, LinkedIn, YouTube and even company blogs.

Referral Marketing One of the less strategic types of marketing, referral marketing relies on a companys customers to refer new customers to that company. Also called word of mouth marketing, this is a more spontaneous way of receiving new business, and cannot be solely relied on because results arent very predictable. However, word of mouth is still a powerful part of a companys efforts to bring in new business, especially in the social media community where communication travels freely.
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Guerrilla Marketing With a smaller budget, guerrilla marketing makes a splash by relying on energy, timing and unusual approaches to get the consumers attention. The unconventional marketing involved tries to get the most out something small, and make a lasting brand image in the consumers mind.

Promotional Marketing Promotional marketing is a common form of marketing strategy that companies use to motivate a consumer to make a decision and purchase their product. There are a number of ways that businesses will promote a product or service, including holding contests to win a prize, offering coupons for purchasing a product at a discount, and having samples of the product so people can experience it before they purchase.

Affiliate Marketing Affiliate marketing most likely involves four different groups that contribute to the marketing effort. The Merchant is the company that is producing and selling the product, the Network is the outlet that is used to promote the affiliate link, the Publisher or Affiliate is the person who has the website with the affiliate ad and of course the customer doing the purchasing. Affiliate links are found on all types of websites, and they are used to drive traffic to outside websites.

Viral Marketing This type of marketing relies on the message of a marketer being spread quickly through various social networks in order to increase brand awareness. The name
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viral marketing stems from the rapid spread of viruses in general. Typically, a viral marketing campaign will not last as long as other marketing efforts, but if a company can come up with a good idea for viral marketing and reach the right people, it will become highly successful in a short amount of time.

B2B Marketing Any type of business, whether an organization, individual, government or other institution that markets to other businesses is involved in business to business marketing. Since B2B marketing involves companies trying to sell mass quantities of product to one another, there is a more personal relationship that needs to be established between businesses. If your company sells to other businesses, your marketing efforts will most likely be more direct.

B2C Marketing Business to consumer marketing campaigns tries to reach a category of people that will be likely to purchase their product or service. The marketing efforts the company takes should be broader than B2B, which focuses on specific companies. B2C marketing can involve different marketing techniques such as door to door marketing, promotion marketing, newspaper marketing, television marketing and radio marketing. In todays marketing world, B2C Internet marketing is becoming more important to reach consumers.

Mobile Marketing Along with Internet marketing, mobile marketing is part of the newest groups of marketing activities. Companies have been experimenting with the certain ways to reach consumers through their phones, especially with the rise of Apples iPhones. Some ways to marketing a product or service through a mobile phone include SMS
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marketing, in-game marketing, banner marketing on different web pages and location based marketing.

Reverse Marketing This form of marketing is similar to inbound marketing. The goal of reverse marketing is to market a product in a way that will cause the consumer to seek the firm doing the marketing. Reverse marketing can be conducted through such means as television, print and Internet marketing. If a company has a product that solves a problem in the market, they will have more success using reverse marketing because they will seek out that product.

Telemarketing A form of direct marketing, telemarketings focus is on reaching consumers by phone. Most of what we think of as telemarketing is cold call marketing, which is unpopular and has led to laws being created against it. However, telemarketing can be effective if the right person is reached on the phone at the right time.

Direct Mail Marketing Most people receive large quantities of marketing material in the mail, which is considered direct mail marketing. Companies will send paper mail with promotions or other information to a list of addresses, usually in a common geographical area. This form of marketing is also called junk mail by some, because the customers receiving the mail arent expecting it and usually dont want to open it.

Database Marketing Database marketing is similar to other types of direct marketing, but the focus is more directed towards analyzing data. Companies try to narrow their marketing
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efforts down to certain groups of people, and they use database marketing to analyze statistics like name, address, or sales history, in order to create the most accurate model possible.

Personalized marketing The goal of personalized marketing is to create a unique offer for each individual customer. This form of marketing doesnt work for every company, but certain ones can capitalize on their unique products and customer demographics to market to individuals. With the Internet becoming a more popular place for marketing, companies are finding that personalized marketing is affective in cases when they can track a customers specific interests and send them more information for future suggestions.

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Design of the study

Objective of the study:

Every company has a particular goal. A study without objectives cannot reach the destination. My project work program was also directed towards the same particular targets. The main objective of this study is New Prospect Identification in Emerging Markets at MISTRAL SOLUTIONS. If we break the main objective we will get the followings. The objectives of the study are Identify and sourcing new markets to market companys services through effective electronic medium. Identify the right promotional activity. Identify one or two markets and create product awareness and help mistral in new lead generation.

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Statement of the problem: Global marketing has become very significant for the growth of a variety of organizations due to saturation of rapid technological, liberalization of developing countries and domestic markets. Selecting a potential market is a crucial task for global marketers. Gaining knowledge about free trade zones and tactful evaluation of potential markets plays an essential role in this process. Environmental factors that impact global marketing are technological, regulatory, legal, cultural, social, political and economic factors. Companies enter a new market through direct exports, indirect exports, licensing, joint ventures, and internationalization process. There are different types of marketing organizational structures. They are export division, international division and global organization. Developing an effective global marketing strategy involves product strategies, promotion strategies, pricing strategies and place strategies. In todays competitive Product Engineering Service - the effect of sales promotions has been increasingly felt. Due to this I have embarked on this project along with the guidance of MISTRAL SOLUTIONS to study the impact of promotional strategies on targeted customers and the impact of the marketing activity. This study helps to find out the impact of various promotional activities in sourcing new prospects in virgin markets How the study is effective in exploring new markets? What are the possible outcomes of the promotional activities? Is it giving any opportunity to reach new customers?

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Research Methodology The term research refers to a critical inquiry or examination seeking facts or principles, diligent investigation in order to ascertain something. On the other hand, Methodology is simple a planned way of doing thing to achieve the desired result. The research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. This constitutes the blue print for the whole study. The present study is to study the ways to explore new markets and using the right promotional techniques and studying the impact of these techniques. Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness Direct emails Direct email involves sending an email solely to communicate a promotional message (for example, an announcement of a special offer or a catalogue of products). Companies usually collect a list of customer or prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service companies

Advantages Email marketing (on the Internet) is popular with companies for several reasons:

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An exact return on investment can be tracked ("track to basket") and has proven to be high when done properly. Email marketing is often reported as second only to search marketing as the most effective online marketing tactic.

Email Marketing is significantly cheaper and faster than traditional mail, mainly because of high cost and time required in a traditional mail campaign for producing the artwork, printing, addressing and mailing.

Advertisers can reach substantial numbers of email subscribers who have opted in (i.e., consented) to receive email communications on subjects of interest to them.

Almost half of American Internet users check or send email on a typical day, with email blasts that are delivered between 1 am and 5 am local time outperforming those sent at other times in open and click rates.

Email is popular with digital marketers, rising an estimated 15% in 2009 to 292m in the UK.

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Research Design

Following are the main types of research design

Exploratory Research # here, the focus of the study is mainly based on new ideas and innovations.

Descriptive research # Descriptive research design is one of that simply describes something such as demographic characteristics of consumers who use the product or service.

Causal Research: # in this kind, the study is based on finding the cause of the current situation.

The Descriptive study is typically concerned with determining frequency with which something occurs as how two variables vary together. Here various companies are being targeted and effectiveness of the promotional activities is being studied and hence Descriptive Research has been adopted for this project.

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Data Collection Method:

While deciding about the method of data collection to be used for the study, the researcher should keep in mind two types of data viz., primary and secondary. The researcher would have to decide which sort of data he would be using for his study and accordingly he will have to select one or other method of data collection.
1. Primary Data:

There are several methods of collecting primary data, particularly in surveys and descriptive researchers. Important ones are: Observation method, Interview method, Questionnaires, Through schedules, Others

2. Secondary Data:

Secondary data means data that are already available i.e., they refer to the data, which have already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them.

Technical and trade journals;


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Books, magazines and newspapers; Reports and publication of various association connected with business and industry, banks, stocks exchanges etc., Online resources

For this study, I have used the both methods of data collection, for primary data I have used various websites like Linkedin.com and www.google.co.in. For secondary data includes all the reference material like companys websites, various publications, technical and trade journals, Books, magazine, newspapers and most importantly Internet; source of all delicate data.

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Methodology The review of literature session analyzes the significant research studies. The secondary data may use as a sole for a research study. In many research situations one cannot conduct primary research because of physical, legal or cost influences. The research procedures and compiled the data in its normal operations in its premises. The researcher has collected the company profile and sample profile from various internal reports provided by the company. Researcher from library and Internet has obtained the external secondary data. In the present scenario, the Internet facilitate the researcher such a way that where the researcher can collect everything. It includes the profile of the company, library sources as well as historically significantly research studies. Sourcing the potential business prospects suitable for Mistral Solutions products and services has been scanned from various sources like business websites likelinkedin.com, hoovers.com, createandsen.com, Alibaba.com, google.co.in etc. Different companies based on its yearly turnover and area of specializations where identified as a potential prospect for Mistral solutions. To attract the various targeted companies attention regarding Mistral Solutions product and services I sent personalized mails about Mistrals Products and services to create awareness about the company to Identify and give Product Engineering services suitable to the customer requirements. The 1st step was finding various prospects and sending personalized mails one of the major sources of prospects.

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SCOPE OF THE STUDY The study has a wide scope in it. A study was conducted on various Emerging markets and a BRIC analysis was also done.

Telecommuni cation 13+

Defense Medical and

Electrical and electronics

Semiconduct ors

Automotiv e

aerospace manufacturing 3+ 8+ 9+ 10+ 10+ 50+ 5+ 5+ 18+ 14+ 30+ 15+ 5+ 10+ 15+ 5+ 18+ 30+ 5+ 30+ 50+ 40+ 5+ 100+

Brazil India Russia China Taiwan Korea Turkey Japan

0 30+ 20+ 50+ 30+ 5+ 15+ 10+

5+ 28+ 20+ 20+ 30+ 5+ 5+ 20+

10+ 30+ 10+ 5+ 5+ 5+ 5+

The above table gives a basic idea about the number of companies in each domain of different countries. 1. Turkey and Taiwan are two emerging markets as of today and hence these are ones - the various markets to address at this point of time. 2. Given the current market scenario Turkey and Taiwan markets are fairly penetrable.

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3. Domain coverage is good in these markets. Mistral is fully established company in India and USA and hence Turkey and Taiwan where the nearest markets to address at this point of time. 4. Approachability is easy in these markets. The time taken for an opportunity to convert into a potential customer is very long in Japan and Korean markets 5. Better market convertibility as it takes a shorter period to convert an opportunity into a potential customer 6. China is more into semiconductor domains and they have in-house expertise for design and other facilities .Though China is an Emerging economy the scope of outsourcing is minimal 7. Turkey is more into Defense and Electrical and hence scope for outsourcing is more in such markets. 8. Taiwan has a good consumer electronic and embedded hardware domain and hence scope for outsourcing is more in this market.

Hence was decided that Turkey and Taiwan markets would be taken for the study based on the following reasons

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LIMITATIONS OF THE STUDY

Limitation of the study as follows: This study has been conducted only for two markets i.e. Turkey and Taiwan. The response made available for the study was not accurate in certain cases. it was difficult to get the accuracy of the data counter checked. The study was limited to a period of only forty days and hence time constraints acts as a major limitation to the study.

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COMPANY PROFILE

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INTRODUCTION Mistral is a technology design and systems engineering company providing end-toend solutions for product design and application deployment. Mistral is focused in three business domains: Product Engineering Services Defense Solutions Homeland Security Mistral provides total solutions for a given requirement, which may include Hardware design and software development, systems integration and customized turnkey solutions. Established in 1997, with a clear vision to be the best-embedded solutions company in the world, Mistral has over the years differentiated its offerings in the embedded services space by offering customer end-to-end product engineering services from concept-to-deployment, covering various aspects such as concept definition, system architecture and design, product prototyping, design for manufacturability and production. Mistrals services help product developers translate their ideas into feature-rich products; and get them to market faster. As a single source for both hardware and software expertise, Mistral's Product Engineering Services (PES) team offers product developers a wide gamut of services which includes board design, FPGA design, BSP and firmware development, embedded application development, Android application development, integration of 3rd party IPs, verification and validation, product prototyping, production coordination and product lifecycle support.

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Today, Mistral is a partner of choice for product developers across the world for designing feature-rich, next-generation products from concept-to-deployment. VERTICALS Mistral's Product Engineering Services (PES) team has, over the years, pioneered the use of latest technologies across a wide spectrum of domains like lifestyle electronics, wireless devices, audio and video, telecom and networking, Automotive, medical and industrial applications. Telecom and Networking Mistral offers hardware and software design services in the entire Telecom application spectrum, ranging from equipment at customer premises (Access and Aggregation Layer) to the core network equipment. Mistral offers complete end-toend solution from system architecting, board and FPGA design, protocol development and porting, middleware and application development. The team also provides product enhancement services such as line card re-design EOL support etc. Some of the equipment the team has designed includes OTN Equipment Consumer Electronics Mistral has worked with leading product developers across the globe to bring out next-generation gadgets and connected devices that are currently available in the international market. Mistral has designed many development platforms on the latest multi-core SoC. The in-depth experience gained thus, helps to bring out products based on these silicon in an efficient and quick manner, allowing product companies to enjoy the benefits of faster time-to-market. Some of the products designed by Mistral include: Wireless Cameras and NVRs Head-mounted computers
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Wearable computers E-book readers In-flight entertainment systems Biometric devices Devices with streaming video Automotive and Infotainment

Mistral's Product Engineering Services team has worked with leading tier-1 automotive suppliers and consumer electronics companies across the globe to build infotainment solutions. Some of these solutions are currently deployed commercially and successfully running in present-day vehicles. Mistral's design and development services are backed by Independent Verification & Validation (IV&V) services that meet the ISO 9001:2008 Standards. The team has also provided Battery Management solutions for electric vehicles. Mistral's design expertise in the automotive domain includes: Digital Radio In-Vehicle Connectivity Seat-back Entertainment Portable Audio/Video Media Servers Professional Audio/Video Navigation Assisted Driving CASE STUDY Development Platform: TMDXEVM8148

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Design and development of reference design and evaluation module for customer's latest DM814x/AM387x SoC targeted at high-power, high-performance video market. Solution: Mistral developed the TMDXEVM8148, an open design that is currently being sold to customers all over the globe. The platform comprises of base board, plug-in I/O board and LCD adaptor board with customized application plug-in boards available for video camera, video conference, automotive and security surveillance. Mistral also provided online documentation, RMA and technical support for the product. Customer Benefit: ! Complete outsourced product development - design, development, testing, proto build, production and support ! Ideal platform for product developers to prototype their end applications ! The EVM was also used for silicon bring-up using socket Semiconductor Support Mistral works with semiconductor companies from the pre-silicon bring-up stage. Mistral builds development platforms and reference designs based on the latest cutting-edge silicon and these are offered to customers the same time the new silicon is released in the market. This enables product companies to cut their product design and development cycle by 50% and get their products to market faster. Mistral's design and development services for silicon companies include: ! Silicon Bring-up Kits ! Chip Support Package ! BSP and firmware Non-Invasive Medical
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The Product Engineering Services team at Mistral has experience in designing and developing non-invasive medical devices that support and aid the medical professionals in their day-to-day activities. Mistrals services include board and FPGA design, integration of medical sensors, porting, and middleware and application development. Mistral's Product Engineering Services (PES) team has the expertise and operational experience to offer product design and engineering services from concept-to-deployment, covering various aspects such as concept definition, system architecture and design, verification and validation, product prototyping and design for manufacturability. Mistrals services help product developers translate their ideas into feature-rich products; and get them to market in faster. As a single source for both hardware and software expertise, the Mistral engineering team offers product developers a wide gamut of services which includes board design, FPGA Design, BSP and Firmware development, third party application integration, algorithm and protocol development and integration and embedded application development. These design services are backed by value-added services which include independent verification and validation, design for manufacturability, production support and product lifecycle support; which enables Mistral to support the customer through the entire lifecycle of the product from concept to deployment to end-of-life. DESIGN SERVICES With a successful track record in developing a variety of applications across domains such as the lifestyle electronics, wireless, video, automotive and industrial applications, Mistral's embedded software team brings significant value to custom embedded application development efforts on popular OS platforms like Android, Embedded Linux and Windows Embedded.
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Hands-free Headset Computer A leading producer of semiconductor products and micro displays approached Mistral to build a light-weight, next-generation headset computing and Communications system with their proprietary near-eye virtual 15-inch microdisplay

Solution

Bluetooth and various other peripherals, along with their micro-display to Deliver an optimized solution in a low-power, ultra-small form-factor design. The device integrated advanced voice/gesture recognition technology, allowing Users to remotely control up to six independent devices and networks at one Time cell phones, handhelds, PC's, industrial and enterprise systems.

Customer Benefits ! Leveraged Mistrals proven expertise in development of low-power, handheld devices to build a mixed signal device with WLAN-BT and high-speed digital design working in close proximity ! Customer received TSIA Recognized Innovator Award for Mobility in 2010, 2011 and 2012 ! A fully integrated deployable solution, thoroughly verified and certified for deployment, and compliant with functional and environmental standards was made available Production Support Mistrals Production Support Services focuses on helping Customers deliver their products on time and in a cost-effective Manner. Mistral's production team is capable of overseeing and managing low-volume production from 1000 to 10000
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units. Mistral has also entered into global partnerships to meet the requirements of customers looking for higher volumes. CASE STUDY Car Infotainment System A European Tier 1 automotive manufacturer approached Mistral to design and develop the multimedia middleware application for their head unit. Solution Mistral developed a multimedia middleware application to handle audio from CD, USB, iPod and other MTP devices. The application was based on the Jacinto2 Dual Core (ARM9 + C64x) SoC from TI with eT-Kernel based RTOS on ARM subsystem and DSPBIOS on DSP subsystem. This application is currently in commercial distribution since December 2011. Customer Benefits ! End-to-end turn-key solution that helped the customer to get into Productization ! Mistral team also supported the customer in the Beta testing stage ! Based on Mistral's quality practices, the customer was able to realize a Robust application in line with their requirements Product Lifecycle Support With its expertise in both software and hardware engineering, Mistral offers product lifecycle support services, thereby helping Companies focus their resources on new product development. Mistral's product lifecycle support services include: Product Maintenance Product Updates Bug Fixes, Patch Development (Code and Binary changes)
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Hardware Fixes, Regression Testing Service Packs ECO-SYSTEM PARTNERS Mistral is committed to providing customers complete support for their product development. Product companies save critical time by working with Mistral, a onestop service provider, from design and development, to prototyping, testing, production and product lifecycle support. Through a thriving ecosystem, Mistral is able to offer its customers a breadth of choices tailored to fit their specific needs: Eco-system to handle concept to deployment ! Design for Manufacturability ! Mechanical Design and Fabrication ! Compliance trials, certification testing ! Production support with test jigs and suites ! Product sustenance services Mistral has an eco-system that is enhanced on a continual basis and includes globally renowned silicon leaders like Texas Instruments, Analog Devices, Free scale Semiconductors, Altera, Renasas and Xilinx; Operating Systems like Android, Linux, Windows Embedded, VxWorks etc.; third party solution providers like Murata, CSR, iAnywhere, Stonestreet One and LS Research; and contract manufacturers like Avalon, Smile Electronics and NeST and many more. THE MISTRAL ADVANTAGE ! Ideal sized company = Large enough to deliver; small enough to be flexible ! Strategic partnerships with global silicon companies = Pre-silicon collaboration for bringing out development platforms (EVMs) ! Over 14 years in the embedded technology industry
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= Expert technical skills and state-of-the-art infrastructure ! Synchronized Development = Hardware software co-design for accelerated time-to-market ! Collaboration with partners = Offer customers a one-stop shop for end-to-end solutions; from design to production ! Mistral Designs shipping in current product COMPANY STRUCTURE

CEO

CTO

defense

HLS

PES

SUPPORT

PS

SALE

SED

VP-EB

VPDelivery

VP-Sales

SALES

SE

PM

PM

Marketing

HR

ADMINISTRAT ION

IT

SUPPLY CHAIN

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Data analysis and interpretation

TABLE SHOWING THE TOTAL NO. OF COMPANIES IN VARIOUS DOMAINS TARGETTED IN TURKEY MARKET Domain No Of Companies Percentage

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Electrical and electronic manufacturing Defense and aerospace Consumer electronics Medical Computer hardware and software Total 20 16 3 1 2 42 48% 38% 7% 2% 5% 100%

ANALYSIS From the study it is found that, 48%of the companies come under the domain Electrical and electronic manufacturing, 38% of the companies come under the domain Defense and aerospace,7% of the companies come under the domain consumer electronics,2% of the companies come under the domain medical,5% of the companies come under the domain computer hardware and software.

GRAPH SHOWING THE NUMBER OF COMPANIES TARGETED IN EACH DOMAIN OF TURKEY MARKET
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No Of Companies
Electrical and electronic manufacturing 24% 50% 19% 2% 4% Defense and aerospace Consumer electronics Medical Computer hardware and software Total 1%

INTERPRETATION From the above graph we found that majority of the targeted companies are under the domain electrical and electronic manufacturing

NUMBER
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PERCENTAGE
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DESIGNATION OF PEOPLE DIRECTORS CHAIRMAN AND OWNERS PRESIDENTS AND CEO'S MANAGERS ENGINEERS VICEPRESIDENTS AND VICECHAIRMAN OTHERS TOTAL 32 20 11 120 45 26 40 294 TABLE SHOWING TOTAL NUMBER DESIGNATIONS TARGETTED IN TURKEY MARKET 11% 7% 4% 40% 15% 9% 14% 100%

ANALYSIS From the study it is found that, 11% of the contacts found are directors,7% of the contacts are chairmens and owners,4% of the contacts are presidents and CEOs,40% of the contacts are managers,15% of the contacts are engineers,9% of the contacts are Vice-presidents and Vice- chairmen and 14% of the contacts are contacts of various other designations

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GRAPH SHOWING THE VARIOUS DESIGNATIONS TARGETTED IN TURKEY MARKET

No. of people

13% 9%

11% 7% 4% directors chairman and owners

15%

president and ceo managers 41% engineers vicepresident and vicechairman others

INTERPRETATION From the above graph we found that majority of the targeted contacts are managers. Then followed by engineers

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TABLE SHOWING THE VALUES OF MAILERS AND RESPONSES

The table given below describes and makes the readers understand the following points Email ids sourced: This refers to the E-mail ids that were sourced No of E-mails Bounced refers to the E-mails that where wrong and didnt reach the appropriate designated contact Unique opens refers to the Email that where opened by the appropriate contact once Unopened refers to the mails that were not opened by the appropriate contact Clicked on a link here refers to the No. of contacts who read the personalized mail and clicked on the link mentioned in the mailer to get more information about the company Unsubscribed refers to the No. of people who were disinterested in the mailers sent and decided not to get any more mailers from the company Responses refers to the No. of People who read the mailer and replied to it

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PARTICULARS Email Ids sourced No of E-mails Bounced Unique Opens Unopened Clicked on a link Unsubscribed Responses VALUES 222 37 43 142 19 1 2

ANALYSIS From the study it is found that only 222 E-mails that were found and 37 e-mails bounced as the E-mail id found was incorrect,43 different people opened the mail.142 people did not open the mail. In the mail sent, there was a link attached so that the mail readers can read more about the company by clicking on the link and 19 people clicked on the link.1 person unsubscribed and 2 people responded.

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GRAPH SHOWING THE VALUES OF MAILERS SENT AND RESPONSES RECEIVED

Chart Title
Clicked on a link

Unsubscribed Responses

Unopened

Email Ids sourced

Unique Opens No of E-mails Bounced

Interpretation From the above graph we found that a considerable amount of targeted people opened and read the E-mails sent. A few opened the link and read more about the company.2 responses were recorded.

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TABLE SHOWING THE VALUES OF COMPANIES TARGETED IN VARIOUS INDUSTRIAL AREAS OF TURKEY ANKARA IZMIR ISTANBUL

Defense & Space

11

Consumer Goods

Aviation & Aerospace

Electrical/Electronic Manufacturing 5 2 10

Computer Software

Medical field

Analysis The above table shows the values of various companies that were targeted to find new opportunities in different it and industrial sectors of Turkey. From the table we can infer that Ankara one of the most important industrial city of turkey consists mainly of defense and space companies when compared to other domains and Istanbul the capital of turkey mainly consists of Electrical/Electronic Manufacturing companies.

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GRAPH SHOWING THE VARIOUS COMPANIES TARGETTED IN DIFFERENT I.T AND INDUSTRIAL SECTORS
12 10 8 6 4 2 0 ANKARA IZMIR ISTANBUL

INTERPRETATION From the above graph we can infer that most of the defense and space companies targeted are from the industrial area named Ankara and most of the electrical and electronic companies targeted

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TABLE SHOWING THE VALUES AND PLACES WHERE THE E-MAIL WERE OPENED

PARTICULARS TURKEY

VALUE

PERCENTAGE

324

87%

QATAR

32

9%

INDIA

14

3.25%

CHINA

0.50%

TOTAL

371

100%

ANALYSIS From the above chart majority i.e. 87% of the E-mails where opened in Turkey areas, 9% was opened in Qatar, 4% was opened in India and 0.5% was opened in China.

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GRAPH SHOWING THE VARIOUS PLACES THE GRAPHS WERE OPENED

VALUE
0% 9% 4%

TURKEY QATAR INDIA CHINA 87%

INTERPRETATION From the above graph majority of the email where opened in Turkey and a few where opened in Qatar, India and China.

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TABLE SHOWING THE NUMBER OF TARGETTED COMPANIES IN DIFFERENT DOMAINS OF TAIWAN DOMAINS COMPUTER NETWORKING CONSUMER ELECTRONICS COMPUTER HARDWARE COMPUTER SOFTWARE NO OF COMPANIES 4 PERCENTAGE 3%

21

17.5%

42

35%

7%

ELECTRICAL AND ELECTRONICS 18 15%

SEMICONDUCTORS TELECOMMUNICATION SECURITY TOTAL ANALYSIS

17 10 1 120

14% 8% 0.5% 100%

From the above table we can infer that 3% of the companies are under the domain computer networking, 17.5% of the companies are under consumer electronics, 35% of the companies are under computer hardware,7% of the companies are under computer software,15% of the companies are under electrical and electronics,14% of the companies

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GRAPH SHOWING THE VARIOUS DOMAINS IN TAIWAN MARKET

Chart Title
COMPUTER NETWORKING COMPUTER SOFTWARE TELECOMMUNICATION CONSUMER ELECTRONICS ELECTRICAL AND ELECTRONIC SECURITY 1% 8% 14% 3% 17% COMPUTER HARDWARE SEMICONDUCTORS

15%

35% 7%

INTERPRETATION From the above graph we can infer that majority of the companies in Taiwan are computer hardware followed by consumer electronics. Electrical and electronic manufacturing is the third top domain followed by semiconductors and telecommunication. Computer software, computer networking and security are the lowest domains targeted in this market

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TABLE SHOWING TOTAL NUMBER DESIGNATIONS TARGETTED IN TAIWAN MARKET

DESIGNATION Owners and chairman President and CEOs Managers and Marketing Specialists Directors Vice Presidents and Vice chairman Others TOTAL

NO OF PEOPLE 59 102

PERCENTAGE 8% 14%

254

35%

125

17%

100

14%

92 732

12% 100

Analysis The study it is found that 8% of the targeted contacts are owners and chairman,14% of the contacts are presidents and CEOs,35% of the people are managers and marketing specialists,17% of the contacts are directors,14% of the contacts are vice presidents and vice chairman, 12% of the contacts are of other various designations

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GRAPH SHOWING THE VARIOUS DESIGNATIONS OF THE TARGETTED PEOPLE IN TAIWAN MARKET

NO OF PEOPLE

Owners and chairman


12% 14% 8% 14%

President and CEOs Managers and Marketing Specialists

17% 35%

Directors Vice Presidents and Vice chairman Others

INTERPRETATION From the above graph we can conclude that most of the targeted contacts are Managers and marketing specialists followed by owners and chairman of various targeted companies

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TABLE SHOWING THE VALUES OF MAILERS AND RESPONSES

The table given below describes and makes the readers understand the following points Email ids sourced: This refers to the E-mail ids that were sourced No of E-mails Bounced refers to the E-mails that where In correct and didnt reach the appropriate designated contact Unique opens refers to the Email that where opened by the appropriate contact once Unopened refers to the mails that were not opened by the appropriate contact Clicked on a link here refers to the No. of contacts who read the personalized mail and clicked on the link mentioned in the mailer to get more information about the company Unsubscribed refers to the No. of people who were disinterested in the mailers sent and decided not to get any more mailers from the company Responses refers to the No. of People who read the mailer and replied to it

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PARTICULARS E-MAIL IDS SENT UNIQUE OPENS BOUNCED NOT OPENED CLICKED ON LINKS RESPONSES VALUES 513 45 122 346 14 2

ANALYSIS

THE above table shows number of email ids sent i.e. 513, number of emails that bounced i.e. 122, number of emails not opened is 346, number of people who clicked on a link given in the mail are 14 and the number of responses got is 2

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GRAPH SHOWING THE VALUES OF MAILERS SENT AND RESPONSES RECEIVED

CLICKED ON LINKS, 14

RESPONSES, 2

NOT OPENED, 346 E-MAIL IDS SENT, 513

BOUNCED, 122

UNIQUE OPENS, 45

INTERPRETATION From the above graph we can conclude that out of 513 E-mails sent, a considerable amount of people i.e. 45 people opened the e-mails.14 people clicked on the link given in the mails to get more information about the company and 2 people responded to the mails sent

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TABLE SHOWING THE VARIOUS COMPANIES IN VARIOUS INDUSTRIAL AREAS OF TURKEY NEW TAIPEI Consumer electronics Computer hardware semiconductors Industrial automation Telecommunication Automation Electrical and electronic manufacturing Information technology 2 0 2 2 2 0 15 51 3 2 2 9 Taiyuan City 5 3 0 0 0 0 Hsinchu City 5 7 12 0 0 0

ANALYSIS From the above table, we can study that New Taipei is one of the dominating industrial sectors of Taiwan followed by Hsinchu City.

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GRAPH SHOWING THE VARIOUS COMPANIES IN VARIOUS INDUSTRIAL AREAS OF TURKEY
60 50 40 30 20 NEW TAIPEI 10 0 Taiyuan City Hsinchu City

Interpretation From the above graph we can infer that major companies of computer hardware domain are in New Taipei industrial and major portion of the semiconductor companies are situated in Hsinchu city. Taiyuan city has also got a few companies in every domain

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TABLE SHOWING THE PLACES WHERE THE EMAILS WHERE OPENED

NAME TAIWAN INDIA CHINA CANADA USA

VALUE 147 86 4 1 1

PERCENTAGE 62 34 2 1 1

ANALYSIS From the above table we can study that 62% of the E-mails were opened in Taiwan,34% of the e-mails were opened in India,2% of the mails where opened in China and 1% of the mails where opened in Canada and USA

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GRAPH SHOWING THE PLACES WHERE THE EMAILS WHERE OPENED

Chart Title
CHINA CANADA USA

INDIA

TAIWAN

Interpretation From the above graph we can infer that majority of the mails where opened and forwarded in Taiwan followed by India and China.

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Findings of the study In the twenty first century we have seen the new opportunities and flourishing glister of embedded industry. This we can say as the boom of economy and increase in expectations and competition in businesses.

The findings of the study are described below. It is evident from the study that Turkey market has got more electrical and electronic manufacturing companies followed by defense and space companies. There is more scope of outsourcing in these domains when compared to various other domains. People with higher designations were targeted as they are the decision takers in the company. Managers who are in charge of specific tasks like designing, manufacturing etc. were targeted. Conversion of Prospect into a customer is possible only with top level contacts.

Although 222 emails were sent, 37 emails bounced and only a few people opened and read the e-mail with only 2 responses. This shows that there is a little scope of getting new leads in Turkey market. Turkey has got a few major industrial areas. To make the marketing activity effective the best industrial areas with a considerable coverage in various domains where targeted. Ankara has got the major and the best companies in all domains. So it was the ideal industrial area to target.

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Using tracking tools the places where the mails where opened were identified. According to the study majority of the mails where opened in Turkey which signifies that awareness has been created among Turkish companies and there is scope of penetrating the market over a period of time. Taiwan one of the best economies to target has got a lot of computer hardware companies followed by consumer electronic manufacturing companies. Taiwan provides a major source for outsourcing in product engineering division when compared to other markets. Scope for embedded design is more in this market.

People with higher designations have to be targeted. In Taiwan market, the major designations targeted were managers and marketing specialists followed by directors. There are more chances of getting noticed by these people as they are the decision takers in the company. Conversion of Prospect into a customer is possible only with top level contacts. Although 512 mailers where sent,122 mails bounced and only 45 different people opened and 14 people clicked on a link to know more about the company. Only 2 people responded. This shows that there is a possibility of finding opportunities over a period of time.

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Taiwan has got a few major industrial areas with a lot of multinational and national level manufacturing companies. To make the marketing activity effective the best industrial areas with a considerable coverage in various domains where targeted. NEW TAIPEI is the ideal industrial area to target as most of the computer hardware manufacturing companies are situated here. Using tracking tools the places where the mails where opened were identified. According to the study a major part of the mails were opened in Taiwan and followed by India. This shows that there are a few targeted people of Taiwan are in India.

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SUGGESTIONS AND RECOMMENDATIONS 1. This research report is an out come from adoption of live research method. 2. The time taken for identifying prospects was around 40 days with a negligible investment for the research activity. 3. This research activity is a cost effective method to adopt for sourcing of new prospects. 4. The results that have been produced by me though insignificant, creates a scope for a large volume of revenue. 5. I recommend Mistral Solutions to source many new customers adopting this procedure in different countries due to its cost saving formula. 6. I recommend Mistral Solutions to create a separate department for the purpose of continuous sourcing and promotional activity in every country. 7. I recommend Mistral solutions to follow up with the persons who have opened mails in India and take further promotional activities to target them.
Another possibility of this project is

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Conclusion
From the above study we can conclude that 1. Turkey market is easier to penetrate when compared to Taiwan market. This is because the response ratio is high in Turkey market 2. Sending personalized mailers is an effective way of creating awareness among the foreign companies. 3. The investment used for the study is negligible.

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