Global Marketing in Wipro Infotech: A Strategic Perspective

GLOBAL MARKETING IN WIPRO
INFOTECH: A STRATEGIC
PERSPECTIVE
Submitted by:
Aastha Chawla
Deepti Mishra
Lallan Babu
Vishal Warialani
Case Introduction
• Wipro is amongst the major players in Indian IT
industry
• Booming IT industry in India; India being recognized
as the global centre for research and development
• Emergence of New Economic Policy (NEP) triggered
liberalization and provided major impetus to
international business
• lot of growth opportunity in IT sector in India
leading to intensive competition in the domestic
market
• Companies forced to the export route to survive in
the market
Issues
• Lack of a planned strategy for going global
• Not a proactive player
• Increased competition by the new entrants
• Collaborations of other domestic
companies with MNCs
Key Issue
• To formulate a strategy for international
markets to cope with intense competition
SWOT Analysis
Strengths Weaknesses
•Skilled manpower •Not a proactive company
•Multi domestic market •Small player in global market
philosophy •Limited domain
•Research and Development •Clients not trusting the
•Low cost advantage capabilities of Indian Software
Cos.
Opportunities Threats
•Huge global market •Competition by Indian
•Huge potential in domestic companies in domestic market
market •Presence of big companies in
•Y2K Crisis global market
•Exchange rate
Strengths
• Skilled manpower
Diversified skill base across service lines
delivery capabilities & client satisfaction
• Multi domestic market philosophy

Commitment to go the extra mile
• Research and Development

Technological partnership with other software companies
• Low cost advantage

Ability to continually reduce the cost of services
Weakness
• Not a proactive company
Domestic market was huge but was underdeveloped
• Small player in global market

No exposure to standard work
• Limited domain
Wipro provided very limited number of services. Also
Standard international quality practices like Six Sigma and
CMMI are not in place
• Clients not trusting the capabilities of Indian Software Cos.

Opportunities
• Huge global market
The Company has entered into the global market so now
it’s the biggest opportunity available to the company.
• Huge Potential in Domestic Market
• Y2K Crisis
Threats
• Competition by Indian companies in domestic market
• Presence of big companies in global market
• Exchange rate
This can be a threat to the company as the company is
making profits due to the high exchange rate and if this
rate comes down in future it can lead to a major problem
for the company.
PEST Analysis
Political Factors Economic Factors
• Liberalization • Increased foreign investment

• Support of Government policies • Change in policies
towards free trade • Exchange rate
Social Factors Technological Factors
• Immense intellectual Capital • Easy access to various business

clients
• Comfort to global customers and
suppliers
Political Factors
• Liberalization
New Economic Policy (NEP) introduced in the country
helped the company to excel in the global market,
providing variety of benefits.
• Support of Government policies towards free trade

Export incentives and duty concessions, which
showed the company a new opportunity abroad.
Economic Factors
• Increased foreign investment
The increased foreign investments in software technology
parks ensured growth in further coming years.
• Change in policies
Many economic policies changes in the country helped
Wipro in their growth. At that time the new policies were
going in favour of the whole software industry.
• Exchange rate
High exchange rate helped the Company to take an
advantage over other global players which actually allowed
it provide products and services at lower costs.
Social Factors
• Immense intellectual Capital
Technological Factors
• Easy access to various business clients
• Comfort to global customers and suppliers

Due to improvement in the technology access to the
business became easy to other business partners including
various suppliers and customers
Other Advantages
• Investment in Research and development
Wipro invested in research and development very
early, this early investment helped it to grow faster and
thus it took an advantage over other domestic
competitors.
Competitor Analysis
Consumer Analysis
Three services provided by Wipro:
– IT Services
System Integration, Manage IT- Data Centre
– Product Design
– Solutions
Business Applications, Maintenance,
Banking, Telecom, Manufacturing and Govt
Domain Solutions
Across Domains
• Banking and diversified financial services
• Securities and Capital markets
• Insurance
• Healthcare
• Telecommunication
• Government organizations
• Other software companies
Clients
Enterprise
Finance
IT & ITES
Telecom
Government
Consumer Behaviour
Alternatives
Do Nothing: Product development according to market

demands
Alternatives (Contd..)
Gather volumes of business

Offer IT consulting to its clients along with the present

products
Concentrate on R&D & Innovation: Use as the competitive

advantage
Recommendations
Adopt the Dynamic High Technology Strategy
• Increase Global Presence
• More collaborations with other players;
reduce dependence on only few players
• Leveraging the huge investments in R&D to
gain competitive advantage with respect to
other players
• Diversify into various Sectors
• Go for quality certification
Recommendations (Contd..)
Conclusions
• Till today Wipro has been known for being
very process oriented with a focus on
quality and cost savings.
• Wipro long term strategy should be to
create a brand image and be known for
innovation.
• Wipro should invest in R&D and Market
research, so that It is able to innovate new
solutions for clients to cut costs or reduce
time to market or improve reliability.
Conclusions (Contd..)
• Wipro should now compete not only on
how well they do something, but how
innovative they are and how well they can
quantify those benefits for customers.
Thank You!!!

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GLOBAL MARKETING IN WIPRO

• Multi domestic market philosophy

• Research and Development

• Low cost advantage

• Small player in global market

• Clients not trusting the capabilities of Indian Software Cos.

• Huge Potential in Domestic Market

• Presence of big companies in global market

Political Factors Economic Factors

• Liberalization • Increased foreign investment

Social Factors Technological Factors

• Immense intellectual Capital • Easy access to various business

• Support of Government policies towards free trade

• Comfort to global customers and suppliers

Do Nothing: Product development according to market

Gather volumes of business

Offer IT consulting to its clients along with the present

Concentrate on R&D & Innovation: Use as the competitive

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