Software and IT Services Industry in India*



Case Code : CLBS017
Publication date : 2004
Subject : Business Strategy
Industry : Software and IT Services
Length : 04 Pages
Price : Rs. 50

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Key words:

Original Equipment Manufacturers (OEMs), trademarks, branding strategy, breach of contract, advertisement campaigns

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


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The caselet discusses the growing importance of Indian IT companies in the global software services and BPO industry.


 » The competitiveness of the leading and niche players in the IT industry.

 » How smaller companies in a highly competitive software industry can grow by focusing on the niche segments of the industry.


Since the development of PCs in the late-1970s, the marketing of IT related software and hardware was mainly driven by computer vendors and software publishers.

However, Intel relied completely on its computer-vendor customers otherwise known as Original Equipment Manufacturers (OEMs) to convey to end users the benefits of using an Intel processor.

As a result consumers had very little awareness about Intel and its products. Most PC users were not aware of the availability of advanced processors and their cost saving performance.

Intel realized that it needed to create more awareness about itself and its products among consumers. The first focused marketing initiative was developed by Intel in 1990 to market the 386SX microprocessor...

Questions for Discussion:

1. Examine the business environment in which Intel began selling its microprocessors in the early-1980s. Why did Intel decide to intensify its marketing activities in the 1990s? Discuss.

2. Examine Intel’s decision to target the PC end-users through its marketing campaigns. Also, comment on the cooperative marketing strategy and the execution of the Intel Inside campaign.