COMPETITIVE AND GLOBAL STRATEGIC

MANAGEMENT
NAME- Dhruvil Shah /ROLL NO. - B009 /CLASS- MBA E & FB

Q1) How would you characterize Mind tree’s business model and Competitive strategy? What are the
key elements of its customer value proposition? Its approach to competing in the marketplace?
(10 Marks)

Mind tree focuses on providing best services to its clients by increasing their operational efficiencies and
productivity of their IT management systems. They provide a lot of services to their customers/clients
like application development & Maintenance, Application Services, Independent Testing, IT Consulting,
Analytic, and infrastructure Management etc. Mind Tree is focusing mainly on technologies like Big
Data, Mobility, and Cloud computing.

Mind tree provides technology and software solutions to customers across multiple business sectors.

 Retail, Consumer Packaged Goods, and Manufacturing, including supply chain management,
sales force automation and distribution management solutions;
 Banking Financial Services and, Insurance, including the provision of digital banking, automated
lending and data analytics services;
 Technology, Media, and Services, including application development and testing, infrastructure
management, and IT strategy services;
 Travel and Hospitality, including data analytics, independent testing and digital services; and
 Others, including a range of enterprise software products and digital solutions.

Customer value propositions-

Mind tree focuses a lot on its customers and strives to improve its quality of services by being updated
with latest technologies of products and services.

The customer value proposition are-

 Customer focused approach – basically creating long term relationships with clients.
 Partnerships and alliances – collaborating as mentioned in the case, with a lot of companies
worldwide like IBM, Microsoft etc.
 Having expertise in various industries- they focus a lot on hiring and recruiting as we can see
from the case - Written exam, Group Discussion, Technical Interview and HR Interview.
 Focus on quality of its products and also digital and automated products

Mind tree uses 4x4x4 strategies which are-

 Industry groups- Retail, Consumer Products &Manufacturing, communication, media,

technology, banking and financial service sector, travel , transport service sector etc.
 Service lines- customer success, cloud, data and intelligence and enterprise.
 Geographies – North America, UK, Ireland, Middle East, Europe etc.

Mind trees approach to compete in the market place and competitive strategy are –
  Build on their existing strengths
 Develop strategic relationships and partnerships
 Continue to Simplify
 Differentiate and Change
 Enhance focus on key growth opportunities

Q2) What strategic options should Mind tree exercise for entering and competing in Global markets.
What should be its international strategy approach? (10 marks)

Strategic options that Mind tree should exercise for entering and competing in Global markets
are –

 Plan for Digital packages and platforms that can be run globally and can be customized as per
the need of the country and also the need for clients
 Focused innovation for growth and diversifying into other segments
 Consulting first- Focusing on this aspect is very important as service can be provided in a better
manner if consulting is done first and also that could help achieve competitive business
advantage globally
 Focusing on automations and innovations- being up to date with recent technologies and also
automating the process to compete globally with other IT firms, this will help in better balancing
talent transformation
 To maintain relations and collaborate – To focus on the ongoing engagements and efficiency
initiatives that could help in the long run and also help in expanding globally
 Focus on expanding skills of their employees which will depend on hiring and recruiting the
correct person so that they can provide the best services
 Getting and expanding into untapped markets where there are a lot of opportunities like North
America, UK, Ireland, Middle East, and Europe etc.
 Focus on developing other Service lines- customer success, cloud, data and intelligence and
enterprise.
 Getting into various other industries and sectors will help to expand into newer markets locally
and globally
 Integration and mergers and acquisitions domestically as well as internationally
 Identifying and capturing emerging markets of the world and gain scale by leveraging common
product platforms
Q3)Evaluate the business level strategies of Mindtree by performing a Balanced score card evaluation
for from the 4 key perspectives of evaluating competitive & global strategy (10 Marks)

Customers

Objectives – Increasing the customer retention rate

Measurement – Can focus on feedback and net promoter score

Target- 10 to 12% increase in retention rate

Initiatives- Using analytics program to help serve client better and predict demands and trends

Learning and Growth

Objectives- to improve average sales annually and also focus on selecting the right employees

Measurement – performance and skills seen of the employees and increase in the number of sales of
products and services

Target- to increase sales by 7%

Initiatives – Expanding digital sales and having a proper selection process testing skills

Finance

Objectives- to increase profits and margins

Measurement- reducing operating costs through implementing operational strategies

Target – Reducing operation cost by 5 %

Initiatives- Innovations in operations and automated processes

Marketing

Objectives – to increase the SEO and SEM analytics and social media engagement

Measurement- Increase marketing on B2B platforms

Target – - increase of 5 % of clients and engagements

Initiatives- Digital marketing and campaigns and other marketing

Q4) What are suggestions for further improvement of the Completive and global strategy of Mind
tree. With what strategic issues should Mind tree’s management be most concerned in 2021?
(10 Marks)

 Even though Research and Development is one of the most important factors for the business
development but Mind Tree invests too much on Research & Development other than
investments in the business, expansion, leverages and debt or mortgages.
 The company should include customer-driven methodologies to meet the needs and
requirements of a target market by distinguishing core competencies. A company can develop
courses such as client satisfaction, product expansion and assembling professional dealings with
shareholders.
 It can increase the productivity by two ways in terms of an increase in the number of employed
persons and growth from labor productivity with the increase of average productivity of the
employees.
 Mind Tree has to control the cost by decreasing the wastage of resources and improving the
operational efficiency.
 Mind Tree has to develop an operational strategy, where the company can examine and
implement effective and efficient systems for using resources, personnel and the work process.
 Mind Tree should focus on more innovative ideas to attract customer and expanding its business
by giving more benefits will ensure clients to feel good about any product.
 Company should invest heavily on R and D to add new innovative products and also update old
products
 They should create plans and goals to focus on Future productivity

Strategic issues should Mind tree’s management be most concerned in 2021-

 Challenges like –
 Financial capacity
 Economic barriers
 Technological problems
 Increasing costs
 Government regulations

 Becoming a global leader is not at all an easy task thus mind tree should focus on being
sustainable and also continue the plan to become the global leader as mentioned.

 Whatever plans and goals made by mind tree should be achievable and should be completed

 Keeping a balance of both automated processes as well as talent recognition and management
 Selecting the right partners and coming into Mergers and acquisitions strategically

todays era (2021) the company should follow these strategies to compete with market
Enable seamless multichannel customer experience
Mind tree conducted a survey for 100s of existing clients who visit our innovation hub. The
outcome of the survey was many teams need to shift their focus from only technology
deployment to performance metrics , for instance; net promoter score and customer lifetime
value.
Increase loyalty through customer service.

The competition to acquire new customer is intense as customer have more access to
information using social media to connect with each other before winning new customers we
should make sure our old customers remain loyal to us.

Redefine evolution criteria for customer service.

To drive relationship building in customer service we should have appropriate KPI (key
performance indicator)
User experience key to digital engagement.
User Experience is known as a customer’s perception of human-computer interaction through a
specific channel or device. It includes the customer’s experience of using a device based not only
on its ‘look and feel’ but also on its practical aspects such as usability and efficiency. Nowadays,
cutting-edge technology devised by UX leaders Apple and Google has led customers to expect a
digital service experience that is clean, simple and user-friendly, regardless of device, platform
or service provider.