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The paper first addresses and analyzes the three key ways for Infosys to build US sales and then considers how Infosys can attract new customers. The paper argues against Infosys' "holistic" compensation system and contends that it is not an appropriate means of motivation for sales people. Finally, the paper examines the sales organizational structure of this organization.
From the Paper:"An environmental scanning tool such as PEST can be used in order to help the firm determine the trends. Given that the company is in the business of producing customized programming, the product part of the marketing mix is only determined in consultation with the customer. What this has meant traditionally is that the customer comes to Infosys, rather than the other way around. This has resulted in 90% of sales coming from existing customers. Infosys needs to adjust is strategic marketing management to bring in more customers, with more diverse needs.
"The sales force must then be oriented towards bringing in new customers. They must be motivated to seek out new opportunities for the programmers outside of the existing customer base. This will mean a shift in emphasis in the compensation program to new business from simple sales volume. Dedicated new sales people may be required. There will always be new opportunities from existing clients as they upgrade software or systems. However, the existing sales staff can leverage their relationships to bring in this business. New staff can be oriented towards new customers. The recession matters little - companies haven't stopped doing business. The reason firms with deep pockets survive economic downturns better is because they are able to increase marketing spending (by bringing in new talent, for example) to take advantage of cutbacks that other firms are making in marketing (Quelch, 2008)."
Sample of Sources Used:
- Quelch, John. (2008). Marketing your way through a recession. Harvard Business School. Retrieved October 19, 2009 from http://hbswk.hbs.edu/item/5878.html
- Zoltners, G. & Sinha, P. (2001). The complete guide to accelerating sales force performance. Amacom
Cite this Analytical Essay:
Infosys' Marketing and Organizational Issues (2012, April 26) Retrieved October 24, 2020, from https://www.academon.com/analytical-essay/infosys-marketing-and-organizational-issues-150842/
"Infosys' Marketing and Organizational Issues" 26 April 2012. Web. 24 October. 2020. <https://www.academon.com/analytical-essay/infosys-marketing-and-organizational-issues-150842/>