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Mktg532 Infosys - Dec 09 2009

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Mktg532 Infosys - Dec 09 2009

  1. 1. The Challenge of Global Branding<br />Team Brand 5<br />Jiafei Huang Brendon Reed<br />JatinderJassal Rebecca Lankin<br />Xiaoyu (Eric) Zhang<br />December 9, 2009<br />
  2. 2. Should Offer Consulting Services To Build A Global BPO & IT Brand<br />Infosys is currently a leading IT provider<br />Infosys is facing favorable market conditions for global growth<br />Infosys can better compete with IBM & Accenture by building its consulting practice<br />
  3. 3. Should Offer Consulting Services To Build A Global BPO & IT Brand<br />Infosys is currently a leading IT provider<br />Infosys is facing favorable market conditions for global growth<br />Infosys can better compete with IBM & Accenture by building its consulting practice<br />
  4. 4. Growing BPO & IT Markets In India<br />BPO increasing by 11% annually<br />IT accounted for 10% of the growth<br />Consolidation of the industry<br />More integrated solutions<br />
  5. 5. Customer Behavior and Expectations<br />
  6. 6. Use Of Global Delivery Model (GDM) To Keep Up With Changes<br /><ul><li>PSPD
  7. 7. Predictability
  8. 8. Sustainability
  9. 9. Profitability
  10. 10. De-risking
  11. 11. Backbone of the delivery model
  12. 12. Independent and concurrent development
  13. 13. Cost efficient
  14. 14. Quality driven
  15. 15. Software developer → Business solution provider
  16. 16. Increased expertise = Higher profit margins
  17. 17. Domain competency offered in the form of consulting</li></li></ul><li>Growth Trajectory<br /><ul><li> 1981: Found by Narayana Murthy and seven others
  18. 18. 1987: Opened first international office in Boston, MA
  19. 19. 1991: Turning point resulting from changes in competitive landscapes and previously restrictive government policies
  20. 20. 1993: IPO, $805M
  21. 21. 2001: Rated Best Employee in India by Business Today
  22. 22. 2004: First Indian public IT firm to reach revenues of $1B</li></li></ul><li>Brand Core Values<br />Then<br />Predictability<br />Cost Efficiency<br />Quality<br />Now<br />Predictability<br />Cost efficiency<br />Quality<br />Transparency<br />Clarity of commitments<br />Total documentation<br />Pursuit of Excellence<br />Constant improvements to services, products and ourselves<br />Source: infosys.com<br />
  23. 23. Brand Personality<br /> Indian<br /> “Techy”<br /> Accessible<br />Infosys Project Managers<br />Devopam Mittra, <br />Project Manager<br />Source: infosys.com<br />
  24. 24. Brand Essence<br />I feel confident in having a reliable partner for my company’s strategy for growth<br />
  25. 25. Brand Capsule<br />Win in the flat world<br />
  26. 26. Should Offer Consulting Services To Build A Global BPO & IT Brand<br />Infosys is currently a leading IT provider<br />Infosys is facing favorable market conditions for global growth<br />Infosys can better compete with IBM & Accenture by building its consulting practice<br />
  27. 27. Changing Business Model<br />Japan<br />Taiwan<br />India<br /><ul><li> Well-established domestic reputation
  28. 28. Strong brand identity overseas
  29. 29. Global business player on its own right
  30. 30. Service export focus
  31. 31. Poor brand identity domestically & globally
  32. 32. Third party contractors to global brands
  33. 33. Outstanding in GDM
  34. 34. Expertise in serving foreign markets
  35. 35. Aiming at moving upward in the value chain</li></li></ul><li>Domestic Opportunities<br />Increasing demand in domestic telecom, banking and insurance industries<br />Ability to recruit & retain top domestic talent<br />Success at home will lead to success abroad<br />
  36. 36. Global Opportunities<br />Indian dominance provides opportunity to make a strong entrance into the global market<br />Prove capabilities at the global scale by:<br />Beating IBM and Accenture in India<br />Increase resources by:<br />Recruiting from the top technology schools<br />Infosys Leadership Institute and InStep Internship Program<br />
  37. 37. Should Offer Consulting Services To Build A Global BPO & IT Brand<br />Infosys is currently a leading IT provider<br />Infosys is facing favorable market conditions for global growth<br />Infosys can better compete with IBM & Accenture by building its consulting practice<br />
  38. 38. Up-sell Consulting Services To Existing Clients<br />Launch Consulting Division in the United States<br /><ul><li>Use existing offices
  39. 39. Enhance offerings at prices competitive with IBM & Accenture
  40. 40. Recruit and train American experts
  41. 41. Client industries
  42. 42. Functions
  43. 43. Position and promote using InfoSys Predictability
  44. 44. “Improve your odds”
  45. 45. Offer complete packages
  46. 46. Analysis to production support</li></li></ul><li>Build A Global Brand Through Consulting Services<br />Easier to win clients with positive brand equity<br /><ul><li>Clients more inclined to hire at competitive prices</li></ul>Close proximity to clients<br /><ul><li>More face time will make clients more comfortable
  47. 47. Create customer confidence in brand
  48. 48. Opportunity to advise clients on industry best practices
  49. 49. Gain client’s trust in knowledge and services other than IT
  50. 50. Show them Infosys Predictability in delivering packaged solutions
  51. 51. Additional cost savings for clients
  52. 52. Same company to create, design, and implement strategies
  53. 53. No redundant training and relationship management
  54. 54. Positive experiences will result in future business as well as referrals</li></li></ul><li>Should Offer Consulting Services To Build A Global BPO & IT Brand<br />Infosys is currently a leading IT provider<br />Infosys is facing favorable market conditions for global growth<br />Infosys can better compete with IBM & Accenture by building its consulting practice<br />
  55. 55. Infosys Today<br />Vision<br />&quot;To be a globally respected corporation that provides best-of-breed business solutions, leveraging technology, delivered by best-in-class people.”<br />Mission<br />&quot;To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large.&quot;<br />Source: infosys.com<br />
  56. 56. Infosys Today<br />Consulting Services<br />BPO Services<br />IT Services<br />Engineering Services<br />Products and Platforms<br />Source: infosys.com<br />
  57. 57. Consulting And Global Delivery<br />IT Strategies<br />Diagnosis and assessment<br />Product Innovation<br />Product effectiveness analysis<br />Next Generation Commerce<br />Sales and marketing process redesign<br />Core Process Excellence<br />Enterprise Resource Planning<br />Learning & Complex Change<br />Training program design, development, and delivery<br />Source: infosys.com<br />
  58. 58. Profits (Previous Ten Years)<br />
  59. 59. EPS (Previous Ten Years)<br />
  60. 60. Results<br />2008: Raj Joshi, Managing Director of Infosys Consulting, named among top 25 consultants by Consulting Magazine<br />2009: Forbes’ five best performing companies in the software and service sector in the world<br /> 2009: Business Week’s 50 Most Innovative Companies<br />2009: Kris Gopalakrishnan, CEO, recognized as global business thinker<br />1996-2006: Ten Years of Success<br />
  61. 61. Thank you!<br />Questions?<br />
  62. 62. Today’s Agenda<br />Background on Business Process Outsourcing (BPO) & IT markets and Infosys<br />How Infosys can establish itself as a global brand<br />Infosys today<br />
  63. 63. Porter Analysis Of The BPO & IT Markets<br /><ul><li> Indian IT Providers (Wipro)
  64. 64. Multi-national Corporations</li></ul>New Entrants<br />Infosys<br />Buyers<br />Suppliers<br />Suppliers<br />Competitors<br /><ul><li> Wipro
  65. 65. Satyam
  66. 66. Accenture
  67. 67. IBM
  68. 68. Labor force
  69. 69. Communications & IT infrastructure
  70. 70. Real Estate
  71. 71. Multi-national Corporations
  72. 72. Indian Companies
  73. 73. In-house expertise
  74. 74. Specialty IT boutiques</li></ul>Substitutes<br />

Hinweis der Redaktion

  • Source: Infosys caseConsolidation allows companies to move up the value chain;Cost EfficiencyMarket wages 40-50% lowerAbility to use resources elsewhereLabor ForceWell trained in technologyEnglish-speaking
  • Source: Infosys case‘Enabler of an effective business model to gain value for the company’;thus maintaining employee relations‘no longer the determining factor’
  • Backbone of the delivery model Software development project components- Independent and concurrent development- Cost Efficient- Quality driven Software developer → Business solution providerHigher profit margin for the increased expertiseTimeline to demonstrate key dates/yearInfosys consulting group; domain competency group
  • Source of data: Infosys case
  • Source for picture: http://www.infosys.com
  • Source for picture: http://www.infosys.com
  • dominating the Indian market and proving itself to be the best out of the developing economies, Infosys can prepare demand being created in other developing countries like China and Brazil
  • Dominating the Indian market will increase Infosys’ resources in terms of money and recruiting. This will allow them to enter the consulting business more strongly.Infosys offers employee training through the Infosys Leadership Institute. The company’s InStep internship program is internationally recognized for attractive pay and assigning real-time projects to interns.incentives like career advancement and travel abroad
  • dominating the Indian market and proving itself to be the best out of the developing economies, Infosys can prepare demand being created in other developing countries like China and Brazil
  • dominating the Indian market and proving itself to be the best out of the developing economies, Infosys can prepare demand being created in other developing countries like China and Brazil
  • Source: Infosys Annual Report 2008-2009
  • Source: Infosys Annual Report 2008-2009
  • Source: http://www.infosys.comSource for Video: http://www.youtube.com

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