AMRITA SCHOOL OF BUSINESS

MARKETING MANAGEMENT PROJECT

ON
GLOBAL MARKETING IN WIPRO
GROWING IN STRENGTH
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HISTORY OF WIPRO
Wipro Limited is a $5 billion Indian conglomerate. According to the 2008-09 revenue,
Wipro is the second largest IT Company of India. Wipro Ltd has interests varying from
information technology, consumer care, lighting, engineering and healthcare business.
Type- Public
Founded- 1945
Founders- M.H.Premji
Headquarters- Bangalore, Karnataka India
Key people- Azim Premji, Chairmain, Girish Paranjpye joint CEO, Suresh Vaswani joint CEO
HISTORY ABOUT THE COMPANY:-
1.Wipro(Western India Palm Refined Oils) started as a vegetable oil trading company in
1947 in Maharashtra founded by Azim Premjis father.
2. Azim Premji succeeded his father and repositioned Wipro into a consumer goods
company that produced hydrogenated cooking oils/fat company, laundry soap, wax and tin
containers and later set up Wipro Fluid Power to manufacture hydraulic and pneumatic
cylinders in 1975.
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3.In 1975 when IBM was asked to leave India, Wipro entered into the information
technology sector
4.In 1979, Wipro began developing its own computers and in 1981, started selling the
finished product
5. In 1980 Wipro moved into software development and started developing customized
software packages for their hardware customers
6.Since 1992 Wipro began to expand off shore in US and by 2000 Wipro Ltd ADRs were
listed on the New York Stock Exchange
7.First CMMi Level 5 certified software services company
8.First company outside USA to receive the IEEE Software Process Award
9.55+centers of Excellence creates customized solutions irrespective of domain involved
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GROWTH DURING THE RECENT YEARS
Segment
Revenue
Rs.Crores Growth YoY
PBIT
Rs.Crores Growth YoY
IT Services 5165 2% 1218 17%
IT Products 1011 22% 61 51%
Consumer care & Lighting 574 18% 75 20%
Sree'Z mapmaking.docx
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What does Wipro Identity stand for.docx
SWOT ANALYSIS OF WIPRO IN THE CURRENT SCENARIO
Large Employee Base: (42000 as on 2005-
06 with low attrition rate)
Large number of Bluechip Clients like
Nortel, Compaq and Seagate
Operating profit margins at 32.3% lower
than its peers.
Global partner with GM, Nike, JP Morgan,
Franklin Templeton, ABN Amro, GM,
Boeing and GE, and 300 others
Global delivery model: Market leader in
Offshore, consulting and business process
outsourcing business.
Global Diversified company with a strong
R&D division twice as large as TCS.
STRENGTH
Large Employee Base: (98,391 as on 27
th
Oct
2009)
Diversified operations & Broad range of
Research and Development services
Global delivery model: Market leader in
Offshore, consulting and business process
outsourcing business.
Global Diversified company with a strong R&D
division twice as large as TCS and Infosys.
WEAKNESSES
High reliance of US and European
markets.
Higher attrition
Dependence on mature market
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OPPORTUNITIES
IT Sector is booming
Innovations of latest Technologies
Good scope for expanding business
New global development centers
Strategic alliances
THREATS
Increase in English speaking people in
other countries.
Emerging Small IT companies
Unrelated diversification of other
multinational companies.
Changing laws, regulations and
standards
Immigration restrictions
Exchange rate fluctuations
Contd...
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BUSINESS LEVEL STRATEGIES
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COMPETATIVE STRATEGIES
1.Technological excellence.
2.Innovative solutions
3.Operational excellence
4.Global footprints
COST LEADERSHIP
FOCUS
Search engine
promotion
Thought
leadership
content on
leading IT
portals and
directories
Web seminars
and events
Website content
MARKETING STRATEGIES: Wipro focuses largely on pull marketing initiatives,
targeting prospective clients while they are searching for relevant IT
information. Mostly this mean web based marketing with four key components:-
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1.Planning to aggressively develop the R&D services by focussing on high growth
markets Dedicated sales team for Europe and Asia
2.Focused on New Client Acquisition in Europe & Asia
3.Wipros own website is the fulcrum of the entire lead-generation program
4.Consciously focused on increasing the revenue contribution from higher-end service
lines
5.Special offers and more than 400 case studies to get visitors to demonstrate and
register their special interests
6. Comprehensive Web monitoring
7. Wipro uses permission marketing to strengthen relationships and move prospects
along the sales cycle
8. Marketing team relies on the prospect database to create carefully targeted lists
based on incoming traffic, client profiles, and ongoing web activity
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BCG MATRIX
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WIPRO INFOTECH
The strategic business units of Wipro are, Wipro infrastructure,Wipro infotech,
Wipro ligtining and Wipro consumer durables and Wipro Technologies
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Source for WIPRO Infoteh: Wipro Infotech had a good third quarter this fiscal. The arm
recorded revenues of Rs 700.8 crore, a growth of 76% Y-o-Y and a PBIT of Rs 58.7 crore, a
growth of 56% Y-o-Y. The services business contributed 32% to the total revenues and grew
49% Y-o-Y, while the products business grew 91%. The divisions contribution to Wipros total
sales stood at 18% in the third quarter as against 15% in the previous two quarters.
Wipro Infotechs share of Wipros PBIT was 7%.
Source for WIPRO technologies : Europe has been one of the fastest growing markets for
Wipro. For the fiscal year 2005-06, Revenues from Wipros the European operations delivered
48% growth rate and contributed more than 32% to Wipros IT Services revenues.
WIPROS ORGANISATIONAL STRUCTURE
IT Business has two organizations
Wipro InfoTech
Wipro Technologies
Wipro InfoTech serves India, West Asia, and Asia Pacific
Wipro Technologies handles global business
In functional term the Company has a matrix structure with three verticals and
two horizontals.
VERTICALS:
1) $1.06 billion technology business
2) $1.4 billion enterprise business
3) $799 million financial service business
HORIZONTAL:
1) $1.1 billion global practices business
2) $290mmillion BPO operation
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ORGANIZATION CHANGE MANAGEMENT
Wipro provides real solutions to business challenges like mergers and
acquisitions. Wipro works with the clients in following ways
Team with leadership to create a business vision that facilitates a
guided coalition of leadership to support the business change
imperatives.
Collaborate with management to rationalize current state staffing
and model future state requirements.
Perform a comprehensive organizational assessment and create an
optimal design to realize the business vision.
Conduct a workforce assessment to define the complimentary
resources that facilitate realization of the business vision.
Design action plans to develop or on-board requisite skills for the
organization's future state needs.
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WIPROs STRATEGY TO GO GLOBAL
PAST STRATEGIES:
Growth has four faces: Organic,acquisition,diversification and joint venture. Growth
Strategy over the past years has shown a marked change from earlier pattern.Between
1966-2009,it grew through diversification ,patnerships and organically, through
Innovations.
RECENT STRATEGIES:
IT services and product segment accounted for 69% of the companys revenue during the
Fical year ended March 31,2009.WIPRO provided its clients with customized IT soultions
In the area of IT services,technology infrastructure and R & D Services.
WIPRO Provides services to banking segment,manufacturing segment,energy industry
Etc.
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WIPROS STRATEGY REVOLVES MAINLY AROUND THREE POINTS:
Service line Expansion Building a full port-folio of technology services.
Quality leadership Quality standards such as six-sigma,effort to become
global six-sigma leader.
Investing in human capital WT is investing a lot in training,not only on the technology
side but also on teaching its engineer how to become consultants.This helps them to
take on large and complex projects and drive them out of India.
WIPROs STRATEGY FOR FUTURE GROWTH
Wipro expects to significantly grow its global IT services business and the percentage
of its total revenues and profits contributed by this business over the next few years.
It hopes to achieve this objective by identifying and developing service offerings in
emerging growth areas as separate business opportunities, such as infrastructure
support services, business intelligence services and telecommunication, internet
and application service providers.
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CHALLENGES OF WIPRO
Movement of Employees:
Immigration & Visa Issues
Universal Recognition of
Qualifications, Experience and
Training
Employment laws enforcing
local hiring
Social Security Tax
Government Regulation on Business Entity &
Vendor Selection:
Structure of Entity (Branch, JV, Fully owned
Subsidiary etc.)
Restrictions on Foreign Investments & Local
equity participations
Remittance of foreign exchange
Staffing & Management conditions
Other Challenges:
Macro environment related
Business model related
Financial
They have been less focused on Brand and
more on sales.But offlate the need for brand
was Realized by them and started to campaign
APPLYING THOUGHTS
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SUGGESTIONS AND RECOMMENDATIONS:
Product Diversification: It can move to related-diversified towards
telecommunication and Mobile handsets in India, which is a 3 largest user for
Mobile phones. and other emerging countries
Strategic Business Units which are right now in question Mark (BCG Matrix) should
increase their market share by implementing long term strategies to become in the
star mark(BCG Matrix). It should strengthn the domestic market as well by taking
the advantages of liberlisation and Globalisation.
Increase their number of clients.
Wipro can take the strategic advantage of growing market demand of retails which
is booming in Indian Market by having strategic alliance with different Retail
Companies.
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GROWTH OF THE COMPANY
SWOT ANALYSIS
WIPROS STRATEGY TO GO GLOBAL
BUSINESS LEVEL STRATEGIES
WIPROS ORGANISATIONAL STRUCTURE
2
3
4
CHALLENGES AND SUGGESTIONS
5
6
7
HISTORY OF WIPRO 1
CONTENTS
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THANK YOU !
From our beloved team..
SRINIVAS RAO.K
9037438142
Group NO:4
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Source:www.wipro.com