Description
This is about case study on wipro
INTRODUCTION
? Many companies looking for business opportunities
beyond national frontiers to acquire competitive advantage. ? Globalization ? Liberalization
The Competitive MarketThe IT industry in India is highly competitive with the major players like : TCS HCL TISL
? Wipro has been actively working towards enhancing
its reputation and improving its market presence abroad. ? Wipro realized that the competition has become very intense. ? Selecting and exploiting global market opportunities requires direction and sense of purpose.
VISION
WIPRO’S PHILOSOPHY
? Company’ long term strategic objectives and goals
needs to be consistent with :1.
2.
3. 4. 5.
Selection of market Mode of market entry Type of market presence Allocation of resources Overall marketing strategy.
Wipro’s market extension Philosophy
? In the initial stages of operation, Wipro did not pay
much attention to the specific need of foreign clients. ? They believed they could satisfy the clients by providing similar services as in the domestic market. ? Foreign markets were viewed as outlets for surplus capacity ? They assumed that the foreign markets are interested only in service availability at low cost.
Wipro’s multi Domestic market philosophy
? Different foreign markets can make significant
contributions to the company in the long run. ? Efficiency can be achieved if the foreign marketing activities of the firm were integrated and coordinated for the company’s competitive advantage. ? The marketing strategy was differentiated to fit each market’s needs, given their characteristics or peculiarities.
Wipro’s Global marketing philosophy
? Wipro set up a global R&D center in Bangalore and
dedicated team of professionals catering to international marketing needs. ? The strategy focuses on synergizing marketing opportunities, domestic and foreign so as to maximize joint profits. ? Essentially the whole world is viewed as a single market.
Assessment of International Market Opportunities
Types of assessment Market entry assessment – ? Nature and potential size of market ? Political and economic climate(pest) ? Legal issues ? Resource requirement ? Logistics requirement
Marketplace assessment
? Market presence in particular country ? Adding new product or dropping existing product
International Monitoring System
Information categories developed : ? Political Environment 1. Parties 2. Policies 3. Public opinion
Economic Environment
? Infrastructure
? Economic Policies ? Technology ? Markets
Legal Environment
? Laws
? Rules and regulations ? Practices
International Strategies
Analysis of Competition ? Threats of new entrants ? Threats from existing competitors ? Bargaining power of suppliers ? Bargaining power of buyers ? Threats from substitute products/services
CUSTOMER AUDIT AT WIPRO FOR INTERNATIONAL STRATEGY DEVELOPMENT
WHAT
• benefits do the customers seek • factors influence demand
• functions are provided by the product/service to the
customer • are the important buying criteria • kind of product support services do the customers expect (post-sales)
HOW
? do the customers buy
? long does the buying process last ? much are they willing to pay ? do the customers use the product ? does the product /service fit into their operations
WHERE
? is the decision made
? do the customers seek information about the product ? do customers buy the product
WHY
? do customers buy
? do customers buy Wipro
Research Activities At Wipro
? Corporate Responsibility Research
? Corporate Strategy Research ? Market Research ? Marketing Research
doc_760488940.ppt
This is about case study on wipro
INTRODUCTION
? Many companies looking for business opportunities
beyond national frontiers to acquire competitive advantage. ? Globalization ? Liberalization
The Competitive MarketThe IT industry in India is highly competitive with the major players like : TCS HCL TISL
? Wipro has been actively working towards enhancing
its reputation and improving its market presence abroad. ? Wipro realized that the competition has become very intense. ? Selecting and exploiting global market opportunities requires direction and sense of purpose.
VISION
WIPRO’S PHILOSOPHY
? Company’ long term strategic objectives and goals
needs to be consistent with :1.
2.
3. 4. 5.
Selection of market Mode of market entry Type of market presence Allocation of resources Overall marketing strategy.
Wipro’s market extension Philosophy
? In the initial stages of operation, Wipro did not pay
much attention to the specific need of foreign clients. ? They believed they could satisfy the clients by providing similar services as in the domestic market. ? Foreign markets were viewed as outlets for surplus capacity ? They assumed that the foreign markets are interested only in service availability at low cost.
Wipro’s multi Domestic market philosophy
? Different foreign markets can make significant
contributions to the company in the long run. ? Efficiency can be achieved if the foreign marketing activities of the firm were integrated and coordinated for the company’s competitive advantage. ? The marketing strategy was differentiated to fit each market’s needs, given their characteristics or peculiarities.
Wipro’s Global marketing philosophy
? Wipro set up a global R&D center in Bangalore and
dedicated team of professionals catering to international marketing needs. ? The strategy focuses on synergizing marketing opportunities, domestic and foreign so as to maximize joint profits. ? Essentially the whole world is viewed as a single market.
Assessment of International Market Opportunities
Types of assessment Market entry assessment – ? Nature and potential size of market ? Political and economic climate(pest) ? Legal issues ? Resource requirement ? Logistics requirement
Marketplace assessment
? Market presence in particular country ? Adding new product or dropping existing product
International Monitoring System
Information categories developed : ? Political Environment 1. Parties 2. Policies 3. Public opinion
Economic Environment
? Infrastructure
? Economic Policies ? Technology ? Markets
Legal Environment
? Laws
? Rules and regulations ? Practices
International Strategies
Analysis of Competition ? Threats of new entrants ? Threats from existing competitors ? Bargaining power of suppliers ? Bargaining power of buyers ? Threats from substitute products/services
CUSTOMER AUDIT AT WIPRO FOR INTERNATIONAL STRATEGY DEVELOPMENT
WHAT
• benefits do the customers seek • factors influence demand
• functions are provided by the product/service to the
customer • are the important buying criteria • kind of product support services do the customers expect (post-sales)
HOW
? do the customers buy
? long does the buying process last ? much are they willing to pay ? do the customers use the product ? does the product /service fit into their operations
WHERE
? is the decision made
? do the customers seek information about the product ? do customers buy the product
WHY
? do customers buy
? do customers buy Wipro
Research Activities At Wipro
? Corporate Responsibility Research
? Corporate Strategy Research ? Market Research ? Marketing Research
doc_760488940.ppt