A research submitted in the partial fulfillment of the requirements for the degree of Master of Business Administration

Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996

Most Indian software exporters operate primarily in the US. Although, US continues to be the most attractive market, Indian software companies are now facing rough whether in this World's largest IT market. At the same time, various other markets are emerging in the fast growing economies of South-East Asia. Thailand, is one such market. Infosys Technologies Ltd. is one of the largest software exporters from India. Its mission is to be a leading supplier of Software products and services in the global marketplace. Having established itself in the US and Europe, the company is now interested in entering Thailand. For this research study, two of their products; BANCS 2000 (for corporate and retail banks) and In 2000{u2122} (to solve the next millennium bug) were chosen and market research was done to analyze if these products can be marketed in the banks operating in Thailand. Five banks were chosen, out of which three were Thai and two were French. Opinions of a few consultants and government officials were also taken. The findings show that although many of the modules of the ITLs products can be marketed here, problem would be that of perceptions about Indian softwares. Thai banks are conservative and would not try a new company unless the company can cite good references. Most Managers interviewed in the Thai Banks were not aware of the reputation of the Indian companies in software industry. Those who were aware strongly believe that Indian companies can be reliable sub-contractors, but have a poor brand image. Infosys is recommended to go in for a Joint Venture with an established local/ Multinational company and to market Professional (Software) Services and consultancy first. In order to enter the packaged software market, the company should focus on changing perceptions about Indian softwares.