Page 294 - DMGT401Business Environment

Unit 14: Changes in Business Environment

3. Promotion: Technology has today enabled all national, international and regional Notes
producers to reach out to consumers in the remotest of areas via the electronic media and
other forms of mass communication. It is because of technology that today a wide variety
of promotional media and options are available to organizations.
If companies today wish to launch a product at the regional level, they don't have to spend
at the national level.

Example: In the last fifteen years, we have seen a great surge in several regional brands
(Ghari, Priyagold, Ujala, Kavin Care, etc.) graduating to become national brands and giving a
tough fight to established national brands.
All this is possible because of the new promotional media, which they can afford.
4. Place: "Jo dikhta hai woh bikta hai" is a popular and true maxim of sales and distribution
management. HLL is the emperor of the FMCG market only because of its distribution
network. Coca Cola acquired Parle not because of its brands like Thumbs Up but because
of its distribution network. Distribution network is a critical success factor for all products.

14.1.4 Technology and India

Science and technology have been an integral part of Indian civilization and culture over the
past several millennia. Few are aware that India is the fountainhead of important foundational
scientific developments and approaches. These cover many great scientific discoveries and
technological achievements in mathematics, astronomy, architecture, chemistry, metallurgy,
medicine, natural philosophy and others. A great deal of this scientific knowledge reached
distant louds from India.

Equally, India also assimilated scientific ideas and techniques from elsewhere, with open-
mindedness and a rational attitude, characteristic of a scientific ethos. India's traditions have
been founded on the principles of universal harmony, respect for all creation and an integrated
holistic approach. This background is likely to provide valuable insights for future scientific
advances. During the century prior to Independence, there was an awakening of modern science
in India through the efforts of a number of outstanding scientists. They were responsible for
great scientific advances of the highest international calibre.
Thousand of years ago, many industries flourished in Harrapan towns (ancient Indian
civilization), such as bead making, copper smelting, shell, pottery, jewellery and seal making.
Metallurgical processes and technology of a higher order became known in India in around 1000
BC. India became renowned for making what came to be known as Damascus Steel, later used in
making swords of the finest quality. High carbon steel was first produced near Hyderabad as
early as the forth and fifth centuries BC.

Example: The Iron Pillar at Delhi and iron beams used in the Konark Temple are classic
and live examples of Indian technology of yore.
Also to India's credit goes the discovery and extraction of zinc. Ancient India gave the world the
decimal system and the concept of the zero, even as it developed many advanced mathematical
formulae. Medicine, astronomy, metallurgy, hydraulics, navigation and food processing
developed in India in the earliest ages.

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