Infosys: Global Branding

What challenges did Infosys face in developing a global branding strategy? Do you think Infosys will be competitive in the consulting business with IBM and Accenture? How important should their rising domestic market be to their strategy?

Infosys has strong roots in the delivery of software programming solutions. One of the major challenges for Infosys is to build brand recognition around a cost effective programming solution, while still moving up the value chain for their customers. Expanding into new markets globally is a challenge for Infosys. The company must maintain values and processes which are the backbone of their competitive marketing strategy against other firms. Infosys is also attempting to build brand recognition with a minimal budget for marketing communications. In addition, Infosys is challenged by the social concerns of moving more jobs offshore from the United States.

Infosys has positioned itself as a low-cost and high-efficiency service provider. Over the next five years Infosys will be able to compete with IBM and Accenture as the economy yields to the high-cost of labor in the United States. Technological advances is shrinking the economic landscape and providing better opportunities for cost savings without the loss of quality in the delivery of information technology solutions. As society adjusts to the changes in a shift to a global marketplace, Infosys will be positioned to capitalize on providing value in the high-end consulting market.

The domestic market for Infosys is key to success globally as they build brand awareness and prove to the world that they can deliver results in the high-end consulting business.