Leveraging IT for sustainability in manufacturing: communicating the Infosys value proposition

Abstract

There is a growing focus in the manufacturing sector on long-term sustainability in the recent years. While the initial catalyst might have been the greater emphasis on sustainable business practices and stricter compliance norms placed by world governments, leading companies today recognize that the value of sustainability in enhancing corporate reputation, by positively impacting stakeholder perception and thus improving business prospects, and thus profitability in the long term. The role of IT in sustainability is a key area of interest; given how IT can drive efficiencies in the way businesses function. The market potential for green products and services is huge, and IT can play a pivotal role in enabling sustainability. Infosys has devised a Manufacturing Sustainability Framework highlighting its perspective on sustainability in IT for this sector. However, with the world s leading IT services companies vying to capture a slice of this market, it is imperative for Infosys to clearly communicate its value proposition to its existing and potential customers. The primary objective of the project undertaken during my internship with the marketing group of the Infosys Hi-Tech and Manufacturing vertical is to devise a program to communicate the value its customers can derive by leveraging IT for sustainability. This document presents the analysis and findings of my project titled Leveraging IT for Sustainability in Manufacturing: Communicating the Infosys value proposition. To derive greater insights, the following areas have been analysed : Market overview and the primary drivers for sustainability in business? Sustainable business practices of key sub-verticals in the manufacturing industry? Sustainability focus of key Infosys competitors? Infosys Manufacturing Sustainability Framework Based on the findings, the project report recommends a suitable marketing approach and tactics to promote the Infosys sustainability framework to clients in the manufacturing sector.