Issues and approach for Wipro PC marketing with focus on online business model.

Abstract

The Indian PC Industry is in a crucial stage where MNCs, large domestic players, growing regional brands and GIDs/ assemblers are vying for a larger share of the increasing pie. With 57% growth over last year, the Indian PC industry is on a roll. However, Wipro is slowly losing its market share and Wipro has to look for alternative strategies to improve performance. In this context, our project is an effort towards addressing some issues and approaches for Wipro PC Marketing and then, developing an online strategy for Wipro PC business. The business buyer expectations of buying PCs and also buying it online were gathered through a survey of IS/ Purchase managers of businesses/ institutions in Bangalore. The consumer expectations were studied by interviewing a small sample. From the studies, some issues and approaches for Wipro to position itself uniquely in the market are also explored. The Internet is considered the greatest invention since the wheel, by many. The use of the web varies from providing static information about the company/ products to e-commerce transactions. Some organizations are even higher up the value chain by offering complete e-business solutions, customer relationship management on the web. Though it is still nascent to say, Fabmart is one of the relatively successful e-tailer dotcoms. Wipro has recently started a B2B marketplace for IT products/ services called 01Markets.com. Further Dell India operations are in full swing. There is tremendous learning from our study of these businesses. These form significant inputs to the recommendations for Wipro online business model as well.