Tata Consultancy Services entry strategy in international markets Essay

Tata Consultancy Services entry strategy in international markets - Essay Example One of the interesting reasons for the company’s success can be attributed to its entry approach that the company used in different markets. TCS being the first software company in India, has been in domestic operations since 1968 and its first big export came during the period 1973-74 when it took up the job of building inventory control software solution for an electricity company in Iran. (Agarwal, 2008, p. 19). During the same period TCS also took up a similar assignment in UK developing hospital information system. From that period and with its continued success, TCS has been a delight for its clients globally. The company’s principal activity is to provide information technology and business process outsourcing services. The company offers its services to varied types of industries but its prime focus is in on industries such as banking, insurance, financial services, manufacturing, retail, telecommunications and infrastructure. Innovation can lead the company as at niche player. The Niche for TCS is its BPO Services wing. â€Å"the key idea in niching is specialisation† (Kotler and Armstrong, 2006, p.543). TCS has operations all over the world including in Americas, Europe, Asia as well as Asia-Pacific. The IT consulting and other services market has shown impressive growth in recent years, offering an attractive prospect to potential new entrants. Entry into this market may be done by diversification of the existing activity or by founding a new company. (Datamonitor 2009, p.14). In the year 2008, the company has set its foot in other newer Asia Pacific markets such as Tha iland. Let us now look at TCSs and its country specific entry modes in view of its strengths, weaknesses, Opportunities and Strengths. TCS’s association in Europe has been there for the last 2 decades. . Indian software services firms such as TCS and second ranked Infosys technologies are expanding in Europe