This theory into practice report is written on the topic of ‘Identifying certain characteristics of marketing strategy for Indian software development companies in entering Western European market’. Main aim of this report is to identify certain characteristics that would permit Indian software companies to develop successful marketing strategies.
It has been analysed that India has managed to hold India dominant position around the world in the software development field. It has been observed that the growth intensity of Indian software development industry is much higher than countries. It seemed to be difficult task for the companies to formulate strategies for entering foreign market for the very first time. And for this purpose these companies would have make several decision during this process.
Usually, the process of foreign market entry follows different phases. When a company decides to make entry into foreign market, at a first stage if would have to decide which market shout it have to enter. When the particular market is selected then the company would to analyse that what sort of entry mode will be pursued. And at the last stage, the company would have to follow the operationalising of the market process.
It has been learned that currently most of Indian software companies have been focused on providing general software development services rather than products. It has also been ascertained that when Western European companies would decide to outsource their projects/services to Indian software companies then they would intend on the utilisation of an offshore development center. it has been examined that certain problems (like differences in efficiency, meeting quality standards and deadlines) could be faced by the Indian software development companies while entering Western European market. It has been intended that there are six characteristics (lower psychical distance, developing relationships, acquiring knowledge about the target market, maintaining relationships with partners, reducing the price of its marketing offerings and determining its asset investment & risks) of marketing strategy that should be followed by Indian software development companies for making successful entry into the Western European market.
Table of Contents
- Chapter 1: Aims & Objectives
- 1.1 Background Context
- 1.2 Motivation
- 1.3 Research Aims & Objectives
- 1.4 Method
- Chapter 2: Aims & Objectives
- 2.1 Foreign Market Entry Strategies
- 2.1.1 Market Selection
- 2.1.2 Entry Mode
- 2.1.3 Operationalising of the Market Entry Process
- 2.2 Indian Software Development Industry
- 2.3 Western European Market & Its Characteristics
- Chapter 3: Case Study
- 3.1 Company Profile
- 3.2 Market Selection
- 3.3 Entry Mode Selection
- 3.4 Operationalising of the Market Entry Process
- 3.5 Challenges Faced by Helios Solutions
- Chapter 4: Discussion, Conclusion & Recommendations
Objectives and Key Themes
This report aims to identify key characteristics of successful marketing strategies for Indian software development companies entering the Western European market. The study analyzes the Indian software industry's strengths, the Western European market's needs, and the challenges faced during market entry. It explores how these factors influence the development of effective marketing strategies.
- Foreign market entry strategies for Indian software companies.
- Characteristics of the Indian software development industry.
- Analysis of the Western European market for software development services.
- Challenges faced by Indian software companies in the Western European market.
- Key characteristics of successful marketing strategies for market entry.
Chapter Summaries
Chapter 1: Aims & Objectives: This chapter sets the stage by establishing the context of India's dominant position in the global software development landscape and its rapid growth. It highlights the cost-effectiveness of outsourcing IT operations to India, particularly for US and, increasingly, Western European companies. The chapter then outlines the research aims and objectives, focusing on identifying characteristics of successful marketing strategies for Indian software companies entering the Western European market. The methodology used in the research is briefly described.
Chapter 2: Aims & Objectives: This chapter delves into the intricacies of foreign market entry strategies. It breaks down the process into key stages: market selection (considering factors like relationship development and physical distance), entry mode selection, and operationalizing the market entry process. The chapter further profiles the Indian software development industry, highlighting its attributes such as advanced technology capabilities, export orientation, limited resources, and its focus on targeting foreign markets. Finally, it provides a detailed overview of the Western European market and its increasing need for outsourcing and overall market potential for Indian software companies.
Chapter 3: Case Study: This chapter presents a case study of a specific Indian software company (Helios Solutions), examining its approach to market selection, entry mode selection, and the operationalization of its market entry strategy in Western Europe. The chapter analyzes the specific challenges faced by this company during its expansion into the Western European market, offering valuable insights into practical aspects of market entry and the issues that can arise in practice.
Keywords
Indian software development companies, Western European market, marketing strategy, foreign market entry, outsourcing, market selection, entry mode, operationalization, challenges, case study, competitive advantage, cost-effectiveness.
Frequently Asked Questions: A Comprehensive Language Preview of Indian Software Companies Entering the Western European Market
What is the main topic of this report?
This report analyzes the marketing strategies employed by Indian software development companies seeking to enter the Western European market. It examines the factors contributing to successful market entry, including market selection, entry mode, operationalization of the entry process, and the challenges faced.
What are the key themes explored in the report?
Key themes include foreign market entry strategies for Indian software companies, characteristics of the Indian software development industry, analysis of the Western European market for software development services, challenges faced by Indian companies in the Western European market, and key characteristics of successful marketing strategies for market entry.
What is covered in Chapter 1?
Chapter 1 sets the context, outlining the research aims and objectives. It highlights India's prominent role in global software development and the growing trend of outsourcing IT operations to India. The chapter also details the methodology employed in the research.
What is covered in Chapter 2?
Chapter 2 delves into foreign market entry strategies, breaking down the process into stages: market selection, entry mode selection, and operationalization of the market entry process. It profiles the Indian software development industry and provides a detailed overview of the Western European market.
What is covered in Chapter 3?
Chapter 3 presents a case study of Helios Solutions, an Indian software company. It analyzes the company's market selection, entry mode selection, operationalization of its market entry strategy in Western Europe, and the challenges it faced during expansion.
What is covered in Chapter 4?
Chapter 4 (although not explicitly detailed in the provided summary) would likely contain the discussion, conclusions, and recommendations based on the findings from the previous chapters, drawing insights from the case study and overall analysis.
What are some key keywords associated with this report?
Key words include: Indian software development companies, Western European market, marketing strategy, foreign market entry, outsourcing, market selection, entry mode, operationalization, challenges, case study, competitive advantage, and cost-effectiveness.
What is the overall objective of the report?
The report aims to identify key characteristics of successful marketing strategies for Indian software development companies entering the Western European market by analyzing the Indian software industry's strengths, the Western European market's needs, and the challenges encountered during market entry.
What type of methodology is used in this research?
While the specific methodology isn't detailed, the report mentions a methodology is used and briefly described in Chapter 1.
Where can I find more details about the case study?
Chapter 3 provides a comprehensive case study of Helios Solutions, examining its market entry strategy and the challenges faced in the Western European market.
- Quote paper
- Junaid Javaid (Author), 2015, Marketing Strategies for Indian Software Development Companies in Entering Western European Markets, Munich, GRIN Verlag, https://www.grin.com/document/304672
