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 Premji s 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
Revenue PBIT Rs.Crores Growth YoY Rs.Crores Growth YoY 5165 1011 574 2% 22% 18% 1218 61 75 17% 51% 20%

Segment IT Services IT Products Consumer care & Lighting

Sree'Z mapmaking.docx

What does Wipro Identity stand for.docx

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SWOT ANALYSIS OF WIPRO IN THE CURRENT SCENARIO
Large Employee Base: (42000 as on 200506 with low attrition rate) Large number of Bluechip Clients like Nortel, Compaq and Seagate

STRENGTH

Operating profit margins at 32.3% lower th Large peers. than its Employee Base: (98,391 as on 27 Oct

WEAKNESSES

2009)
Global partner with GM, Nike, JP Morgan, Franklin Templeton, ABN Amro, GM,range of Diversified operations & Broad Boeing and GE, and 300 others Research and Development services Global delivery model: Market leader in Global delivery model: Market leader in Offshore, consulting and business process Offshore, consulting and business process outsourcing business. 

High reliance of US and European markets. Higher attrition  Dependence on mature market

outsourcing business.
Global Diversified company with a strong R&D division twice as company with a strong R&D Global Diversified large as TCS.

division twice as large as TCS and Infosys.

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Contd...

THREATS OPPORTUNITIES 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 

IT Sector is booming  Innovations of latest Technologies Good scope for expanding business New global development centers Strategic alliances

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BUSINESS LEVEL STRATEGIES
COMPETATIVE STRATEGIES 1.Technological excellence. 2.Innovative solutions 3.Operational excellence 4.Global footprints

COST LEADERSHIP

FOCUS

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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:-

Search engine promotion

Thought leadership content on leading IT portals and directories

Web seminars and events

Website content

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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.Wipro s 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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WIPRO INFOTECH

BCG MATRIX

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 division s contribution to Wipro s total sales stood at 18% in the third quarter as against 15% in the previous two quarters. Wipro Infotech s share of Wipro s 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 Wipro s the European operations delivered 48% growth rate and contributed more than 32% to Wipro s IT Services revenues.

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WIPRO S 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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WIPRO s 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 company s 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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WIPRO S 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.

WIPRO s 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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CONTENTS
1 2 HISTORY OF WIPRO GROWTH OF THE COMPANY SWOT ANALYSIS

3

4

WIPRO S STRATEGY TO GO GLOBAL

5

BUSINESS LEVEL STRATEGIES

6

WIPRO S ORGANISATIONAL STRUCTURE

7
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CHALLENGES AND SUGGESTIONS
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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
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