Infosys Essay Example | Topics and Well Written Essays - 2750 words

Infosys - Essay ExampleInfosys is facing a lot of global marketing issues especially in the foregone decade or so. The issues are re tardilyd to business model as well as strategy.Infosys is globally perceived as an IT Technology company which provides confused cost advantage to its clients due to global labour arbitrage. A lot of IT companies in developing countries have been using this model to earn handsome revenues (NASSCOM, 2007). Infosys has been consciously trying to come out of this image and move up the value chain (IBEF). This was evident because of its focus on end to end solutions in the late 1990s. During this phase, Infosys developed some highly successful industry solutions such as Finacle (Finacle, 2011) and SAP retail (SAP Retail, 2011) products and marketed them well. However, a major challenge has been to go one shade further and provide high end consulting services. Infosys has developed the capabilities required to do so by hiring fresh and qualified talent ov er the past commodious time but marketing the same has been a challenge. The major reason for this is the presence of well reputed competitors in the market who were early movers in this domain.Infosys has always believed in maintaining long term relationship with its clients. This has resulted in client loyalty and satisfaction. However, 80% of Infosyss revenues come from existing clients. No doubt, retaining old customers is actually important but it is evenly important to acquire new clients for continuous progress and to increase bargaining power while negotiating contracts. Infosys has shifted its focus towards business domain excellence. While it is of no harm, about of the clients over the world believe in best of breed approach where they outsource their operations in parts to most suitable vendors and also subdue hundred percent sharing of data with a single vendor. Therefore, business domain excellence may not prove to be a very fruitful idea. For further analysis of the global marketing issues, it would be justified to consider the various aspects of Business and Business marketing and the issues Infosys is facing in to each one of them (Boon, Kurtz) I. Product In Business to Business marketing, as in the case of Infosys, the products are highly technical in nature (Boon, Kurtz). Their form is not heady and may vary from supplier to supplier. Especially in Business to Business Services marketing, this holds true. Infosys has primarily been providing outsourcing services at low rates. But over the historic period it has developed end to end products which are high performers in the market. Infosys is also known for its services. It has always exceeded client expectations on the 3 evaluation parameters i.e. Quality, Timeliness and Reliability. However, Infosys has struggled in marketing its high end services over the years. It wants to address this issue in its dealing with PFS. II. Promotion In Business to Bu