Professional Documents
Culture Documents
E Learning 02
E Learning 02
ON
A Market Analysis of
III SEM
SECTION A
Table of CONTENTS
Student declaration..........................................................................................................................i
Certificate from Company/Organizationii
Certificate from Guide..iii
Acknowledgement..iv
Executive Summaryv
List of Tables.vi
List of Chartsvii
CHAPTER SCHEME
CHAPTER 1- INTRODUCTION
Sample Size
Sample Population
Sampling Method
CHAPTER 6- FINDINGS..
BIBLIOGRAPHY
ANNEXURES
STUDENT DECLARATION
.
(Rohit Dey)
Enrollment No. 01415903909
(MBA, 3rd Sem, Sec-A)
CERTIFICATE
....
Mrs. Kiran Vashishtha
Faculty,RDIAS
(Project Guide)
ii
iii
ACKNOWLEDGEMENT
I would also like to thank almighty God for his blessings showered on me
during the completion of project report.
iv
EXECUTIVE SUMMARY
"And then the whining school-boy, with his satchel and shining morning
face, creeping like snail unwillingly to school".
-
I have shown the marketing mix for Gurumantra and also interpreted the
various Environmental factors influencing e-learning.
I have also conducted a survey on the consumer perception towards elearning to highlight the shift in consumers perspective from traditional to
online learning.
I concluded that there are significant opportunities to tap for an online
tutoring service like GURUMANTRA, both in the Government schools
and Private schools businesses.
LIST OF TABLES
1. Table
1.1
.7
2. Table
4.1
53
3. Table
4.2
58
4. Table
4.3
60
5. Table
4.4
61
6. Table
4.5
62
7. Table
4.6
64
vi
8. Table
4.7
66
9. Table
4.8
68
10. Table
4.9
70
11. Table
4.10
..72
12. Table
4.11
..74
vii
LIST OF CHARTS
1. Chart
1.1
6
2. Chart
4.1
48
3. Chart
4.2
49
4. Chart
4.3
58
5. Chart
4.4
60
6. Chart
4.5
61
7. Chart
4.6
62
8. Chart
4.7
64
9. Chart
4.8
66
10. Chart
4.9
68
viii
11. Chart
4.10
..70
12. Chart
4.11
..72
13. Chart
4.12
..74
ix
CHAPTER-1
INTRODUCTION
The purpose of the study is to get an overview of the Indian elearning industry, its growth trends, future prospects and
opportunities available. The project is an extensive study of the
marketing mix of an e-learning product known as Gurumantra: A
virtual classroom coaching by eAge Software Services as well as
on the consumer perception towards e-learning.
Primary Objective
The primary objective of this research is to know the market
potential of Gurumantra in the e-learning industry and to
suggest a marketing mix for the product on the basis of the
research
Secondary Objectives
globally
Evaluate the consumers perception towards e-learning
To study the marketing strategies of the leading competitors
in the Indian e\online education market.
xi
Population
xiii
Sample Size
The sample size was 100 respondents.
1.4.3.3.
Sampling Method
The sampling method used was Judgmental
Sampling. The main reason for using
Judgmental sampling was that the sample
chosen was representative of the population
and was most likely to give accurate results
since the elements were chosen on the
judgment of researcher.
xiv
major issue.
Time constraints may have led to biasness by the
3.
respondent.
Respondent may not have provided with
completely accurate information.
xv
CHAPTER-2
REVIEW OF LITERATURE
xvi
Review of Literature
The biggest asset of any country is its people. India has a
population if 108cr, the second-largest in the world. However,
India's literacy rate is just 61% and it ranks a disappointing 172nd
in the world on this front. Thus, there is a short supply of educated
manpower in India.
Organised private initiatives are gaining momentum in Indias
lucrative education market. The total education market is worth
US$40bn, with the estimation of Kindergarten to Grade 12 (K-12)
segment at US$20bn, private professional colleges at US$7bn and
tutoring at US$5bn. Other meaningful and fast-growing areas
include vocational training at US$1.4bn, test preparation at
US$1.7bn and preschools at US$1bn. The combined market
capitalisation of listed education companies in India is only about
US$2.6bn, on 2008 revenue of US$450m.
A large part of a students time is spent at post-school mentoring
institutions, as large class sizes in private schools hamper teachers
from giving individual attention to students. This consumes a lot of
time, effort and money. Companies like Educomp, Transwebtutors
and Everonn have introduced innovative products to get a slice of
this market. These products enjoy a distinct advantage over the
current ones on account of being available 24/7 and the student not
being required to travel to the location where the classes are held.
time spent reading, means that they actually think differently. The
technology of e-learning, because it resembles the media familiar
to younger learners, demands that they get actively involved in the
learning experience. The resulting shift is a change from receptive
learning to active learning.
The pressure of networked digital communications technology to
move learning from passive or receptive modes of learning to
active inquiring modes of learning is in opposition to the tendency
of formal schooling to convert dynamic knowledge into static
information. Schooling is often about learning facts and not
about learning about life or integrating all of ones experiences
into an illuminating and generative world view. Generally,
interactivity in e-learning consists of turning pages through
clicking on hyperlinks. True interactivity is based on feedback
loops, whereby the action of one participant, the learner, results in
an action by the other participant, the computer, in a back-andforth exchange. With feedback, learners reflect on what is
happened by seeing the results of their actions or decisions. We
also learn by being challenged or questioned on our decisions.
xviii
CHAPTER-3
xix
3.1Industry Profile
India has the largest student population in the world with over
13.5cr pupils in primary education followed by China at over
12.1cr pupils at this level. India has the second-largest population
in the world of over 110cr people (1.1bn), with a literacy rate of
61% and ranks a disappointing 172nd on this front. Educating such
a large population is not only an expensive task but also a very
difficult one. This task is being handled primarily by the
government through its school infrastructure and large Budgetary
outlays. In the last five years, the government has been focusing on
the Education Sector through increased fund allocations. In the
current year also, the government has increased the allocation by
20% from Rs28,674cr to Rs34,400cr. This amount would be spent
under various schemes like the Sarva Shiksha Abhiyan (SSA), the
Mid-day meal scheme, Kasturba Gandhi Balika Vidyalaya and
teacher's education. The allocation for SSA is Rs13,100cr, the Midday meal scheme would be provided Rs8,000cr and Rs4,554cr
would be allocated to secondary education. In the current FiveYear Plan period, the focus of SSA would shift from access and
infrastructure to enhancing retention and improving the quality of
learning. (Source: Statistics from Nationmaster and Union Budget
2008-09)
xx
E-learning Industry-Worldwide
xxi
xxii
Till last decade, India was known as the rich country of poor
peoples. But, this Indian image has now been changed due to
emergence of Information Technology in India. Though, India is
one of the giant in IT industry, this technology has not reached to
the common people effectively. We have not changed our mind to
use Information Technology as the learning media. Several
organizations are trying to introduce Information Technology in
learning. But, this process is not that much fast. Engineering
education institutes, boards and councils has taken initiative to
learn via process of E Learning. Due to the growing population
of India, there is a vast scope for E Learning methodologies.
They can be implemented effectively.
New businesses are emerging within e-learning, tutoring and
teacher training. E-learning has focused on augmenting classroom
study with revision modules on the Internet (for K-12). Some
portals such as Studyplaces.com and Pragati Infosoft are
functioning as information exchanges for Indian education.
100percentile.com provides online examinations and analysis,
while mathguru.com has solved questions on the CBSE
Mathematics curriculum. The e-learning market in India is by our
estimates worth about US$15m each for retail and corporate. We
see e-learning as a suitable force multiplier in a package of
educational products, while the segment as a whole will take some
years to emerge in scale.
E-learnings growth is linked to broadband penetration. By end2007, India had about 3mn broadband subscribers, and was adding
xxiii
0.25mn per quarter. At this rate, the Indian market would become
scalable for e-learning only after at least three-to-five years, when
the user base reaches 8-10mn. As of now, e-learning models are
likely to target the upper-most segment of Indias student
population. Is this meaningful? Recall that:
Rs1,250.
Assuming only those above Grade 6 use e-learning in
any meaningful way, the broader market is about 9mn
students.
A 10% penetration into this segment would yield
900,000 e-learning subscribers. If each of these pay
Rs15,000 annually for e-learning, the market can grow
xxiv
To get answer to our first question, we looked at size of different elearning organizations. Findings are summarized in the chart below
-
xxv
Chart 1.1
Table 1.1
Since all the factors that have worked in favour of Software &
Related Services industry (abundant talent, cost arbitrage, process
maturity, adherence to standards, government support, and growing
domestic market) are in place or are getting in place for e-learning
xxvi
xxvii
About eAge
eAge Software Services is a technology start up and our
mission is to develop online solutions in education and virtual
meeting space, using advance technology of global standards.
With presence in India and Singapore, eAge owns and supports
the complete customer cycle, from conceptualization to
implementation.
Business Model
xxviii
Products
eAge has a range of ready and under development products,
including Gurumantra a virtual classroom coaching that
provides any time anywhere post-class mentoring, as per user
requirement. It facilitates a collaborative learning environment
in a cost efficient manner and also provides a unique blend of
mix & match of study groups and 1:1 student time with
coaches and teachers. Question banks, practice papers and
expert advice for parents and students are just some of the
services available in this feature rich product.
Services
eAge offers services in virtual training space for educational
institutions and corporates. This includes content digitization,
automation of school management processes and delivery of
education to remote locations. eAge will create services and
facilitate existing service providers in creating new revenue
opportunities.
xxix
Corporate Information
eAge Founder
Chander K. Madan CEO and founder of eAge, he has over
23 years experience in General Management, Finance,
Business and Operations, in reputed US and Indian
organizations such as Hewlett-Packard and NIIT. In his last
assignment at HP, as Vice President and General Manager for
Commercial Systems unit, he built, managed and led
significant Business Units for the Personal Systems Group in
Asia Pacific and Japan. In this role, he was responsible for the
overall business performance of the HP Business PC,
workstations and remote client solutions product lines. He was
instrumental in driving new business models like remote client
solutions and thin clients in the Asia Pacific region.
Prior to this, Chander served as VP Finance for Personal
Systems group Asia Pacific and Japan for 5 years. As VP
finance, he was instrumental in helping to turn around the PSG
business at the time of merger to record profit levels and
growth well above market average. He also helped drive the
emerging market growth plans of China/India from inception to
reality. In the finance function he used the combination of
functional knowledge with passion for IT to improve
productivity andcost of operation.
Before that, Chander served as the Financial Controller of HP's
Imaging and Printing Systems' Asia-Pacific Operations.
Chander joined HP in 1990. During his initial years with HP, he
held various positions with the finance team in HP India and
xxx
xxxi
3.3SWOT Analysis
Strengths
eAge is amongst the first Indian companies to build e-solutions
for the dissemination of coaching and tuition on the net. Its
strength lies in our understanding of the ground realities and
the gaps in this space.
Weaknesses
The company still has a very low presence in the e-learning
market.
xxxii
Opportunities
E-learning industry is still at a nascent stage thereby there is a
lot of growth potential
Rural markets can be tapped as secondary and higher
education is quite insufficient in rural India.
Research and development can be done to make the product
Gurumantra competitive in its existing market.
A customized version of the product could be used for training
and development in corporates.
Threats
Awareness about online tutoring is low in India. Parents still
give preference to the traditional way of tutoring.
Stiff competition from competitors like Educomp, NIIT,
Tutorvista etc.
Foreign players are also keen to exploit the untapped potential
in this sector.
xxxiii
3.4Major Competitors
Educomp Solutions
content
system
called
SmartClass
that
has
xxxiv
xxxv
Everonn Systems
xxxvi
NIIT Limited
xxxvii
xxxviii
xxxix
Transwebtutors
services
with
TransWebTutors.com
are
highly
qualified,
Live one to one help through voice, text chat and virtual
whiteboard
xli
CHAPTER-4
CONCEPTUAL DISCUSSION
xlii
What is E-learning?
technology.
Adding
more
details
on
and
collaborative learning.
These aspects in fact summarize the development of e-learning in
time. Early development in e-learning focused on computer
assisted learning, where part or all of the learning content is
delivered digitally. More recently the pedagogical dimension of elearning has become prominent.
xliii
Types of E-learning
Online learning
xliv
Rapid e-learning
This is a direct response to e-learning products that made it
hard for nontechnical subject matter experts and learners to
contribute and make use of multimedia learning content to the
knowledge base.
Mobile learning
xlv
xlvi
xlviii
xlix
Internet
When discussing e-learning technology, the Internet easily
comes to mind. There is a trend among the Internet community
to redesign the whole Internet system be one gigantic elearning system. In most cases, the Internet offers the most
efficient and cost effective method of conducting e-learning.
Beyond having the ability to interconnect computers is the
need to have the interconnection in such a way that e-learning
can be effectively and efficiently managed. Special software
for organizing e-learning (called platforms) can be used to
manage e-learning.
E-learning is, for the most part, dependent on the Internet.
Broadband Internet access is necessary to use most e-learning
li
Virtual libraries
liii
E-learning infrastructure
The learning infrastructure encompasses the culture, processes,
tools and other essences of learning. It is about creating
learning environments that can develop tools and processes to
improve teaching, lower costs, and provide greater access to
learning. To fully realize the potential for e-learning, students,
educators and administrators must re-think the concepts of
education. Students must become more self-reliant and selfmotivated. Educators and administrators must become more
innovative and flexible.
As the Internet easily reaches across international boundaries,
so does e-learning. E-learning has the ability to build capacity
for developing nations with agreements with institutions in
developed countries. Students in developing countries will be
able to receive at least a part of their education while working
or going to school within their home country.
Alliances formed among e-learning software developers have
the advantage of extending software use within the learning
community. Few developers or vendors can offer more than a
few of the components needed to build a complex e-learning
platform.
Alliances
allow
vendors
and
developers
lvi
to
lvii
management,
content
distribution,
competency
customisation,
management,
and
other
strategic
areas
related
deployment,
to
the
project
successful
your supply chain is there for them when they need it. The LMS is
only part of any solution. The trend is to look at the bigger picture
of knowledge delivery solutions that address enterprise-wide
learning needs from the inside out.
In summary
These 5 trends in e-learning are intended to provide you with a
framework to consider the e-learning needs of your organisation.
In the months and years to come, smart organisations will bring
together executive decision makers from all corners of their
company to understand the corporate needs for e-learning and
make purchase and buying decisions based on an understanding of
today's business needs and tomorrow's requirements for growth
and evolution.
Finally, think about how your organisation will handle the change.
Clearly, how your organisation will accept the new paradigm of
eLearning is key. Make sure you work with suppliers who do more
than just "drop the box at your door." Only work with vendors who
speak to you up front about the changes your organisation may
experience with e-learning and how it can be managed. Remember,
if your employees don't know what to do with it, or can't or won't
use it, even the best product, technology, or service won't provide
the returns you are looking for.
lxi
CHAPTER-5
ANALYSIS
&
INTERPRETATION
lxii
E-Learning Developments
The real impetus for e-learning came from the National Task
Force on Information Technology and Software Development
constituted by the Prime Minister of India in 1998. The Task
Force report presents the master plan that India has in place as
a long term policy for capacity building of institutions, human
resource development in IT related areas, and use of ICTs in
education.
The Indira Gandhi National Open University (IGNOU)
responded to the recommendations of the Task Force with its
Virtual Campus Initiatives (VCI) in 1999. Since then a number
of such initiatives are in operation in the country. The number
lxiii
Economic
lxiv
Chart 4.1
Social
lxv
Technological
The story of the phenomenal growth of India's Mobile
Telecommunications Sector is well-known. However, in
lxvi
lxvii
7Ps of Gurumantra
Product
making
education
easily accessible
anytime,
lxix
Price
Subject
VI
VII
VIII
IX
XI
XII
Accountancy
250
250
Biology
200
225
250
250
Biotechnolog
y
250
250
Business
Studies
250
250
Chemistry
200
225
250
250
Computer
Science
200
200
200
225
250
250
Economics
200
225
250
250
English
200
200
200
200
225
English
Elective
250
250
English Core
250
250
350
350
350
350
400
450
500
250
250
French
Functional
English
lxx
Hindi
200
200
200
200
225
250
250
200
200
200
225
250
250
200
200
200
200
225
250
250
Physics
200
225
250
250
Sanskrit
200
200
200
225
250
250
Science
200
200
200
Social
Science
200
200
200
225
Tamil
200
200
200
200
225
250
250
History
Mathematics
lxxi
Rural areas
Metropolitan cities
New and upcoming urban areas
Online Tutor
lxxii
Online Learner
Promotion
lxxiii
People
Since the online tutor is the most important and critical to
the success of Gurumantra, he/she is assessed through
aptitude tests (technical and non-technical), behavioral tests
and several rounds of interviews conducted by the top
management of eAge.
This ensures that eAge provides the highest quality of
service to the e-learner.
Process
Physical Evidence
Respondent's age
18-27 years
27-38 years
38-47 years
over 47 years
Number
76
9
13
2
lxxv
Chart 2.3
Inference:
This can be depicted/ understood/ observed/ seen/ from the
pie-chart above that:
Findings:
lxxvi
lxxvii
2. PCs Ownership
Table 4.3
PC Ownership
Yes
No
Number
95
5
Chart 4.4
Inference:
This can be understood from the pie-chart above that:
Findings:
lxxviii
Access to Internet
Yes
No
Number
98
2
Chart 4.5
Inference:
It can be studies from the pie chart above that:
lxxix
Findings:
Most of the people have access to Internet from home that
lxxx
Chart 4.6
Inference:
Findings:
Mostly respondents are well equipped with the knowledge
about usage of computer and internet but very few are there
who possess little of knowledge about the same.
lxxxi
Chart 4.7
Inference:
lxxxii
Number
7
14
42
27
10
Findings:
Average Internet usage by a respondent is 2-3h a day. This
indicates an individual spends a considerable amount of
time on the Internet for various purposes (checking emails, social networking, blogging etc.). This is a good
indicator for growth prospects of e-learning.
lxxxiii
Inference:
It can be studies from the pie chart above that:
lxxxiv
Number
92%
35%
40%
21%
27%
23%
42%
96%
5%
15%
Findings:
lxxxv
Table 4.8
Chart 4.9
Inference:
It can be studies from the pie chart above that:
lxxxvi
Number
67
18
15
Findings:
lxxxvii
Table 4.9
Chart 4.10
Inference:
lxxxviii
Number
55
16
29
Findings:
lxxxix
Table 4.10
Chart 4.11
Inference:
It can be studies from the pie chart above that:
xc
Number
74
22
4
Findings:
E learning platform is easily accessible if one knows how
to go about working on it. Most of the respondents could
easily work on it while very less no. of respondents found it
difficult to access. This indicates that e-learning platform
should be simple enough so that it can be used by all.
xci
Number
Chart 4.12
Inference:
It can be studies from the pie chart above that:
xcii
40
25
56
55
65
Findings:
E-learning is still facing infrastructure problems. E-learning
requires high speed Internet connection for facilitating a
session. Not everyone has a high-speed Internet connection.
Accessibility to platform is another major concern. Some
people also feel that it involves too many complicated
steps.
xciii
CHAPTER-6
FINDINGS
xciv
FINDINGS
The main findings of this research study are:
xcv
xcvi
CHAPTER-7
RECOMMENDATIONS AND
CONCLUSION
xcvii
RECOMMENDATIONS
After this research study, I would give the following recommendations:
Rural areas can be good market for Gurumantra since there are
inadequate facilities of education. eAge can link up with Govt.
bodies and NGOs to initiate this.
xcviii
CONCLUSION
With the strong growth expected in the Indian economy going ahead, it is
clear that human resources will be the key competitive advantage that the
country has to sustain this robust growth. Thus, a strong foundation in the
form of a robust education system will be the cornerstone to leading
India's growth over the next many years. With the Government showing a
clear willingness to engage the private sector in accomplishing the
daunting task of educating India's 13.5cr students, there are thus
significant opportunities to tap for an online tutoring service like
GURUMANTRA, both in the Government schools and Private schools
businesses. With burgeoning demand for skilled human resources also in
sectors like Financial Services, there exist significant opportunities for
growth in the Corporate Training business as well. We remain positive on
the Indian Education Sector and believe it is a multi-year growth story that
will play out over the next many years and thus, are enthused about the
growth prospects of companies serving this space.
xcix
BIBLIOGRAPHY
Vajpayee,Bhavtosh; Joshi,Nimish : CLSA Indian Educationsector outlook, CLSA Asia Pacific markets, 14th March,2010
Shah,Harit; Agrawal,Sulabh : Education India, Angel Broking
Limited, 5th June,2010
Tutunea, M.; Rus, R.V; Toader,V. : Traditional Education vs. Elearning in the vision of Romanian business students,
International Journal of Education and Information Technologies,
Issue 1, Volume 3, 2009
http://www.gc-solutions.net/blog/?p=41, 15th July2010 12 Noon,
Manish Gupta, Size of Indian e-learning industry and Growth
Potential
http://www.e-learningguru.com/articles/art1_3.htm, 1st August2010
6 P.M, Kevin Kruse, The Benefits and Drawbacks of Elearning
http://www.trainingreference.co.uk/e_learning/elearning_trends.ht
m, 8th August 3P.M, Amy Finn, Trends in E-learning
ANNEXURE-I
QUESTIONAIRE:
Name: _________________________________
Occupation: _____________________________
1. Age of the respondent ______________
2. PC ownership
a. Yes
b. No
3. Situation of Internet access
a. Yes
b. No
4. Mention which of these you could do without any help. (multiplechoice)
a. Launch programs on your computer(e.g. Microsoft Word,
Internet Explorer, Windows Explorer)
b. Work with files and folders (copy, save, move, rename ,
delete)
c. Use Copy-Paste options in applications
d. Use formulas in spreadsheet (e.g. Microsoft Excel)
e. Compress files (Arching/Extracting)
f. Use programming languages
5. Mention which of these operations on the Internet you could do
without any help. (multiple-choice)
a. Use search engines to find information (e.g. Yahoo,
Google)
b. Send email with attachments
c. Use Internet to make phone calls
d. Communicate with other people using chat, forum, and
newsgroup.
ci
ciii