Seminar Paper Synopsis

Topic:

International Marketing Strategies of Cloud

Computing Services

Under the guidance of

Prof. D G Jha

Submitted to
Prof. CP Joshi
By

Soumyajyoti Kundu

PGDM-IB, Roll No: 26

 International Marketing Strategies of
Cloud Computing Services

Independent research firm Forrester Research expects the global cloud

computing market to reach $241 billion in 2020 compared to $40.7 in 2010,
according to a new Forrester report called “Sizing the Cloud”. According to
India based research firm Zinnov, the Indian cloud computing market is going
to experience a tenfold growth by 2015. We do see a more widespread
adoption of applications than platform or infrastructure. Along with the
traditional enterprise apps like CRM and ERP apps, we are seeing Google Apps
gaining strong traction.

The main areas where cloud computing will be used extensively are
 Banking and Financial sectors
 Telecom
 Manufacturing
 Government

Forrester’s report provides market forecast on 12 different market segments

for the next decade, forecasting shifts in the usage patterns of cloud
infrastructure, business applications for the cloud and cloud platforms that are
becoming increasingly widespread.

Scope of the Paper: The Scope of the project would encompass countries with
high technology penetration like United States & European Union.

This paper aims to identify the various strategies that different vendors like
Salesforce, Google aps , Globalcloud solutions , Nirvanix etc adopt in countries
across the globe.

These strategies could be in terms of

 Approach (ethnocentric, Polycentric, geocentric) & why

 Type of organisation (Transnational, Multidomestic, global) & why
 Nature of Corporation ( Single Bz unit, RBC,DBC) & why
  Grand Strategy adopted presently (Expansion, retrenchment, stability)
 7P’s of International Marketing
 Identify the present patterns & scope to leverage IPLC, if possible

This paper aims to identify the following facets of cloud computing services:

 Characteristics
 Layers of Implementation
 Deployment Methods
 Architecture
 Current Issues

I would also like to explore the key dominant features of the cloud computing
services, critical success factors for vendor MNE’s, their respective
technological skills & their competencies that help them create a sustainable
competitive advantage.

Finally, I will try to identify the future of cloud computing services analysing the
lead market trends, strategies adopted in those markets by MNE’s & identify
the blue ocean area where MNE’s can increase the size of the pie.

Bibliography:

1. Bessemer’s Top 10 Laws of Cloud Computing and SaaS : By: Philippe

Botteri, David Cowan, Byron Deeter, Adam Fisher, Devesh Garg, Bob
Goodman, Jeremy Levine, Gary Messiana, Anil Sarin, and Sarah Tavel

2. Cloud Computing: By Andy Bechtoisheim, chairman & co founder, Artista

Networks, 2008

3. Cloud Computing: By Greg Boss, Padma Malladi, Dennis Quan, Linda

Legregni, Harold Hall

4. Cloud Computing: A collection of working papers By Thomas B Winans &

John Selly Brown
5. A SHORT INTRODUCTION TO CLOUD PLATFORMS By David Chappell, Aug
2008

6. The Future of Cloud Computing By Lutz Schubert

7. THE UTILITY OF CLOUD COMPUTING AS A NEW PRICING – AND

CONSUMPTION - MODEL FOR INFORMATION TECHNOLOGY By David C
Wyld

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