Opening the eastern front: articulating an offering strategy for the APAC market

Abstract

It is this project's thesis that there is an unexploited IT services market in the APAC region that is just waiting for the correct value proposition to unlock it. From a broad economic perspective, the AP AC region has been attracting global attraction from multiple points of view: as a destination for low cost production, as a virgin market for high technology goods and as destination for investment. This combination of attractive forces has mandated the presence in the region of every manufacturer or service provider. In this climate, it is surprising that the other major success story of the region, the Indian IT services industry, has only a negligible presence in the region. This project explores how an Indian IT major could exploit this market. The report outlines the size of the AP AC market and narrows down on the consumer electronics segment as the target market. This segment has further been decomposed in terms of the value chain elements. Subsequently, customer facing executives in the organization and marketing executives were interviewed to identify the value elements necessary for the various nodes in the value chain. This analysis identifies the offering basket for each type of customer. Once the offering for each customer type has been identified, a value map has been drawn vis-a-vis the competition and a blue ocean strategy been identified for implementation by the organization. The analysis relies heavily on the actual experience of the customer facing personnel of the organization. The final value differentiation logic and implementation recommendation are this author's personal opinions on how the offerings should be taken to the market for maximum results.