India Marketing Environment Impact on the I.T. Industry and Stratergies Suggested.Tech

The Information Technology (IT) industry has become of the most robust industries in the world. IT, more than any other industry or economic facet, has an increased productivity, particularly in the developed world, and therefore is a key driver of global economic growth. Economies of scale and insatiable demand from both consumers and enterprises characterize this rapidly growing sector .The Information Technology Association of America (ITAA) explains 'information technology' as encompassing all possible aspects of information systems based on computers. Both software development and the hardware involved in the IT industry include everything from computer systems, to the design, implementation, study and development of IT and management systems. The market environment refers to actors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Three levels of the environment are: * Micro (internal) environment - forces within the company that affect its ability to serve its customers.

* The company itself * Suppliers * Marketing intermediaries * Competitors * Employees * Customers * Media * Shareholders

* Macro (national) environment - larger societal forces that affect the microenvironment.

* Socio cultural forces * Political /legal forces * Technological forces * Economical forces

These micro and macro forces do influence the information technology industry. Industry if maintains itself and develop its strategies then these factors would act as opportunity else threat. To run a business effectively and efficiently it should study the situations and should act wisely and smartly .I.T. components like IT services, consultancy, hardware, software all need a market for the exchange of values and products.

Taking the example of an I.T. company, Tata Consultancy Services the impact of these