Infosys ? Marketing Plan
Submitted by: Avik Mukherjee, Amit Kamat, Kanjana V.
(I) The Challenges
1. Operating Challenge ? expanding high end consulting across business units
2. Branding Challenge ? developing a brand without advertising
3. Resource Challenge ? scaling up for excellence
(II) Situation Analysis
Company Analysis
? Goals
1. To differentiate itself from other IT outsourcing companies
2. To be considered amongst the top 3 slots in request for proposals
? Culture
1. Quality culture ? GDM model
2. Ethics culture
? SWOT Analysis of Infosys
Strengths
? Better predictability
? GDM & PSPD models Weaknesses
? Lack global brand presence
? Failure to provide lucrative offers to tap Indian IT talents
Opportunities
? Should get into more service lines and big-ticket deals, R&D and engineering services play and should increase their geographical reach
? Increasing demand for IT services at domestic corporate level Threats
? Global majors are becoming quite big
? They should not ignore or underestimate the creativeness and capabilities of MNC competitors
Customer Analysis
Customers expect the IT service provider to have consulting / solution capability and ability to leverage GDM. Approximately 85 % of Infosys s business comes from repeat customers which signify high customer loyalty and satisfaction ...