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Marketing Mastermind Magazine:
Marketing of Engineering Services : Challenges, Possibilities and Perspectives
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Engineering Services Outsourcing is a big business. The market for Indian companies in the engineering field is huge. The challenge is that having recognized this, how does a company in this field market its service? Do the 4Ps or 7Ps help? What is it that the customer actually looks for? What is the meaning of quality, cost, delivery and service in this field? Each field has its niche segment and a desirable and most appropriate approach to marketing. In this article, the approach to marketing of engineering services is thoroughly delineated.

 
 
 

Engineering Services Outsourcing (ESO) is no doubt emerging as a very big business. But before we estimate its potential, we need to understand the term ESO in greater detail. ESO is not sub-contracting of manufacturing, as is commonly practiced in the engineering sector. But has more to do with outsourcing of what has been thought all along as a part of the core competency of an engineering company, i.e., the outsourcing a part of the product design.

Engineering services can be defined as the support processes associated with the design of a product or service. Engineering services would also include services which could increase the life or optimize the yield of products. Design of infrastructure, process or equipment needed to manufacture the product would also qualify under ESO.

ESO today looks at outsourcing the non-core part of the product design. It must be remembered that, for a long time, it was not the practice to even discuss with an outside organization the design of a product, let alone allow an outside organization to design the product on one's behalf. Yes, consultants have been used to help out in product design, but they were just consultants and never a part of the product design team. Of course, in the case of large projects, consultants would design and also assist in the execution phase. But for manufactured products, the design was a closely guarded internal affair of the company.

 
 
 

Marketing Mastermind Magazine, Engineering Services Outsourcing, ESO, Indian Companies, Engineering Companies, Multinational Companies, MNCs, Manufacturing Sectors, Engineering Software Development, Construction Sectors, Global Sourcing, Product Life Cycle Management, Sales Promotion Strategies.