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Business to Business Marketing – Infosys
The report discusses the various global marketing issues faced by Infosys firstly from a case specific perspective and then from a general perspective considering the various elements involved in a Business to Business marketing environment. …
Infosys is facing a lot of global marketing issues especially in the past decade or so. The issues are related to business model as well as strategy.
Infosys is globally perceived as an IT Technology company which provides low 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 step further and provide high end consulting services. Infosys has developed the capabilities required to do so by hiring fresh and qualified talent over the past years 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 Infosys’s revenues come from existing clients. No doubt, retaining old customers is very important but it is equally important to acquire new clients for continuous progress and to increase bargaining power while negotiating contracts. ...