Best Performing Microsoft Solution Providers To Watch - 2022

SUBSCR IBE SUBSCRIBE

From Editor’s Desk

Microsoftsolutionsareoneofthefastest-growingrequirementsintoday'sdigitalera.TheITindustryhas everyone'sattentionowingtothelatestinterventionslikeAI,ML,etc.Itisevidentit'stheeraof futuristictechnologiesandinnovations.Buttoreachtheircompaniesrequiretrustedandreliable softwaresolutionsthatmeettheirdiverse,specific,andintricateneeds.

TheITindustryisgrowingatatremendouspace.Butwhilegearingtowardsthispace,companiesoftenforgethow importantitistomaintainclientrelations,buildtrust,andmostimportantly,keeppushingforthefollowing significantchange,innovation.

Asmanycompaniesofferdifferentservices,howdoclientsestablishasenseoftrustandreliability?Especiallyin today'sextremecompetition,everycompanyaspirestogainthetopspot.Inthishustle,wheredoclientsfindtheir solutions,theirproblem-solverswhodon'tjustthinkofthemasrevenue,butassomethingmore,asapartner?

Featuringfor thisissueof TheEnterpriseWorld's BestPerformingMicrosoftSolutionProvidersToWatch2022arethestoriesofsuchsuccessfulbusinesses,thathavemadeitthrougheveryoddstormandmadeittothetop. FortheCoverStoryreadaboutCovalenseGlobal:CovalenseGlobalisaUniqueDigitalTransformation&EnterpriseSolutionscompany,offering future-readysolutionsandsuperiorcustomerexperiences!Theyhavebeenworkingforthepast16+years,in buildingplatforms,end-to-endproductdevelopment,designinganddeliveringinnovativesolutions,andoffering managedservices&nicheconsultingforcustomersglobally Theirmissionistoenablecustomerstoachieve businessgrowththroughtherighttechnologies.

CovalenseGlobalisawell-diversified,highlycompetent,andmotivatedgroupworkingcohesivelytodeliver effectivesolutionstoorganizationsofvariedsizesandbusinessesincludingmanyFortune500companiesglobally Theirbusinessoperationsacrossgeographiesareablysupportedby6developmentcentersinIndia,theUSA, Canada,Australia,Singapore&NewZealand.Theirworkisspreadacrossabroadrangeofindustries,including Beverages,Banking&FinancialServices,Education,Energy,Engineering,FMCG,Government,Healthcare, Insurance,Retail,Media&Entertainment,Technology,Telecommunications,Travel&Hospitality,andLogistics. Z-Ware:Z-WareisasoftwarecompanyspecializinginITServicesandConsulting,specifically:webtechnologies, digitaldesign,userexperience,full-stackengineering,knowledgesharing,collaboration,businessprocess optimization,mobilitysolutions,andcustomsoftwaredevelopment.Inaddition,theyalsospecializeinintegration andmiddlewaretechnology,businessprocess/workflowmodeling,andanalytics.Sowhetheryourequireacomplete end-to-endsolutionorjustlookingforalittlepatchwork,ZWareishereforyou.

WithZWare'sbaseofoperationsinMelbourneandteamsavailableinmostmajorcapitalcitiesinAustralia,ZWare canserviceawiderangeofclientneedsandlocations. Theydesign,buildandcreatebespoke,custom,one-of-a-kindsoftwareplatforms.Theyaimtodevelopbasedon theirpartner'sneeds.Soiftheyhaveaproblemtosolve,somemagictocreate,orneedextraresourcingandsupport fortheirin-housedevelopmentteam,ZWareanditsteamaretheirpeople.Theyareahighlymotivated,passionate teamdedicatedtoensuringtheirpartnersaregearedupwiththebestsolutionfortheirbusiness.Theyalsooffer trainingandeducation.

Shalmali W.

Leaders in Spotlight

FortheCoverStoryreadabout-

CovalenseGlobal:CovalenseGlobalisaUnique DigitalTransformation&EnterpriseSolutions company,offeringfuture-readysolutionsand superiorcustomerexperiences!Theyhavebeen workingforthepast16+years,inbuilding platforms,end-to-endproductdevelopment, designinganddeliveringinnovativesolutions,and offeringmanagedservices&nicheconsultingfor customersglobally.Theirmissionistoenable customerstoachievebusinessgrowththroughthe righttechnologies.CovalenseGlobalisawelldiversified,highlycompetent,andmotivatedgroup workingcohesivelytodelivereffectivesolutionsto organizationsofvariedsizesandbusinesses includingmanyFortune500companiesglobally.

Theirbusinessoperationsacrossgeographiesare ablysupportedby6developmentcentersinIndia, theUSA,Canada,Australia,Singapore&New Zealand.Theirworkisspreadacrossabroadrange ofindustries,includingBeverages,Banking& FinancialServices,Education,Energy,Engineering, FMCG,Government,Healthcare,Insurance,Retail, Media&Entertainment,Technology, Telecommunications,Travel&Hospitality,and Logistics.

Covalensefocusesonhighlycustomizedsoftware services,innovativesolutions,andbuilding platforms,andproductsforcustomersglobally startingwithinnovativestart-upstoFortune500 companies.Theybelieveinbuildinglong-term partnershipswithclients.Theyworkwithseveral largebrandsandenterprisesgloballyalongwith smartIPplayersacrossdifferentdomains.Their strongfocusliesinfuture-readysolutionsand recommendingtherighttechnologiesthatsuittheir client'suniqueneeds,businessmodels,andbudgets.

Z-Ware:Z-Wareisasoftwarecompany specializinginITServicesandConsulting, specifically:webtechnologies,digitaldesign,user experience,full-stackengineering,knowledge sharing,collaboration,businessprocess optimization,mobilitysolutions,andcustom softwaredevelopment.Inaddition,theyalso

specializeinintegrationandmiddleware technology,businessprocess/workflowmodeling, andanalytics.Sowhetheryourequireacomplete end-to-endsolutionorjustlookingforalittle patchwork,ZWareishereforyou.

WithZWare'sbaseofoperationsinMelbourneand teamsavailableinmostmajorcapitalcitiesin Australia,ZWarecanserviceawiderangeofclient needsandlocations.

Theydesign,buildandcreatebespoke,custom,oneof-a-kindsoftwareplatforms.Theyaimtodevelop basedontheirpartner'sneeds.Soiftheyhavea problemtosolve,somemagictocreate,orneed extraresourcingandsupportfortheirin-house developmentteam,ZWareanditsteamaretheir people.Theyareahighlymotivated,passionate teamdedicatedtoensuringtheirpartnersaregeared upwiththebestsolutionfortheirbusiness.They alsooffertrainingandeducation.ZWareoffers professionalITServices&Consulting.Whether trustedtoentirelydelivertheirpartner'svisionfor theirproduct/solutionorsimplysupplementingtheir internalteamswithZWareteammembers,theyaim tohelpestablishbestpracticesanddrivedelivery

ZWareprovidesservicesthroughfourdistinct channels,whichallowthemtotailorthe engagementexperienceforthatsegment:

●Development–ITservicesandconsultingfor corporateandSMEpartners.

Providingtailoredsoftwaredevelopmentand consultingservices,ZWare'steamofhighly dedicated,creative,andmotivatedindividuals providethebestpossibleoutcomefortheirpartners' requirements. Governmentdepartmentsrequirehighlytailored solutions,trustedsupport,modernization,best practices,andsustainabledevelopmentmodels. Z Warehastheexperienceandexpertisetosupporta widerangeofgovernmentprojects,includingshortandlong-termskilledresourcing.

●Government–ITservices,consulting,andlabor hireforGovernmentagenciesandorganizations.

C O V A L E N S E

Narayana Peesapati, Founder & Managing Director

Microsoftsolutionsareone ofthefastest-growing requirementsintoday's digitalera.TheITindustryhas everyone'sattentionowingtothelatest interventionslikeAI,ML,etc.Itis evidentit'stheeraoffuturistic technologiesandinnovations.Butto reachtheircompaniesrequiretrusted andreliablesoftwaresolutionsthat meettheirdiverse,specific,and intricateneeds.

CovalenseGlobalisaUniqueDigital Transformation&EnterpriseSolutions company,offeringfuture-ready solutionsandsuperiorcustomer experiences!Theyhavebeenworking forthepast16+years,inbuilding

platforms,end-to-endproduct development,designinganddelivering innovativesolutions,andoffering managedservices&nicheconsulting forcustomersglobally Theirmission istoenablecustomerstoachieve businessgrowththroughtheright technologies.

SimplifyingComplexitiesCovalenseGlobal

CovalenseGlobalisawell-diversified, highlycompetent,andmotivatedgroup workingcohesivelytodelivereffective solutionstoorganizationsofvaried sizesandbusinessesincludingmany Fortune500companiesglobally.

Theirbusinessoperationsacross geographiesareablysupportedby6 developmentcentersinIndia,theUSA, Canada,Australia,Singapore&New Zealand.Theirworkisspreadacrossa broadrangeofindustries,including Beverages,Banking&Financial Services,Education,Energy, Engineering,FMCG,Government, Healthcare,Insurance,Retail,Media& Entertainment,Technology, Telecommunications,Travel& Hospitality,andLogistics.

Whattriggersthegrowthand establishesthelong-standingsuccess ofCovalenseGlobal?

Covalensehaswitnessedahealthyand

steadygrowthtrajectoryoverits16+ yearsofjourney.Amajorpartoftheir growthcomesfromorganicmarketing andstrategies.Ahugeadd-ontotheir growthisowedtotheirexemplaryand diverseportfolioofservices,and technologies,acrossmultipledomains andcustomers,globallyspreadin differentgeographies.

Anotherfactortotheirphenomenal growthisCovalenseanditsteam's understandingofthemarketandthat everyclienthasuniqueandvaried requirements.Thiscanonlybefulfilled bycreatingsomethingthatiscarvedto eachclient'sneedsandproblems.They solelyfocusedoncreatingtrustand establishinglong-termpartnerships thanrunningaftershort-termgoalsand projects.

Whatestablishestheirdominant positioninthemarketandlongstandingsuccessistheirlaserfocuson long-termvision,customercentricity, commitment,andstrongvalues.They haveateamofindustryexpertswho arededicated,energetic,andalways strivingforinnovationandexcellence.

CovalenseGlobalisdedicatedto maximizingthevalueofenterprisesby addingintelligencetoprocesses, products,services,andideasand creatingextraordinarycustomer experiences!

ServicePropositionofCovalense Global

Covalensefocusesonhighly customizedsoftwareservices, innovativesolutions,building platforms,andproductsforcustomers globallystartingwithinnovativestartupstoFortune500companies.

Theybelieveinbuildinglong-term partnershipswithclients.Theywork withseverallargebrandsand

enterprisesgloballyalongwithsmart IPplayersacrossdifferentdomains. Theirstrongfocusliesinfuture-ready solutionsandrecommendingtheright technologiesthatsuittheirclient's uniqueneeds,businessmodels,and budgets.

growth.Theyareapeople-focused, customer-centricorganizationthatis committedtolong-termpartnerships.

EnterpriseApplication

CovalenseGlobal’sportfolioof services: AI&AdvancedAnalytics Ÿ EnterpriseDataManagement

DigitalTransformation&Legacy

Theybelievethatcustomerslookfor reliablepartnerswhocanunderstand theirbusinessandcomeupwithIT solutionsthatsuittheirunique requirements.CovalenseGlobalandits teamdedicatethemselvestoexceeding expectations,ensuringtheirsolutions arealignedtotheirclient'slong-term roadmapsandstrategicobjectivesthat enabletheirbusinessgrowth.

ProductEngineering

Quality

IntelligentAutomation

WhatsetsCovalenseGlobaland theirservicesapart?

Covalenseoffersunique&highly customizedsolutionsthatarefuturistic andeasilyscalablewiththeclient's

Theteamisperfectlycapableand experiencedatunderstandingthe businessneedsofclients,trainingtheir teams,andretainingtheknowledgeto deliverValueaddeddeliveriesand ValueOpstotheirclients.Theyvalue long-termpartnerships.

CovalenseGlobalbuilds,designs,and deploysprecise,innovative,and holisticsolutionswhileworkingas trusteddevelopmentpartnerswith teamsandclients!

“It has been a great journey so far. Winning accolades, earning the trust and respect of our customers, teams, partners, and associates, and being able to serve as a trusted development partner globally gives me immense pride. It has been a great learning experience and I enjoyed every bit of it. I am honored working with wonderful clients for the past 28+ years of my professional journey”, Narayana adds.

TheteamofCovalenseGlobalbelieves inmakingtheirsolutionsmoreagile, future-ready,andeffective.Withthis theyaimtoexpandtheirservicesand becomeaglobalplayerinthedata sciencesolutionsandmodernizations niche.

Toachievetheirgoal,theyare constantlyevolvingandcreating innovations.Oneoftheirlatestofferings is-‘DataCOE&Digitalplatform Modernizations’

Inthenext5years,theyaimtomeetthe marketdemandsonaglobalscaleand emergeamongtheleadingsolutions providersindatasciencesolutionsand modernizationspace.

CovalenseGlobalisknowngloballyfor itsuniqueandbest-in-classMicrosoft solutions.Itismadepossiblebyitsteam ofhighlyexperiencedandexpert personnel,highlycustomizedservice offerings,theircommandonthelatest trendsandtechnology,andtheirhighly respectedpositioninthemarketasthe leadersofthespace.

Allthiswouldnothavebeenpossible withoutanequallyversatileand eccentricleader.Onewhoisanexpertin thefieldbutisalsoacharismatic personality,anurturingteamplayer,and adignifiedleader.

NarayanaPeesapatiistheFounder andManagingDirectorofCovalense Global.

NarayanafoundedCovalensein2006to establishatrustedITservices organizationrecognizedworldwidefor itsservices,long-lastingbusiness relationship,andcommitmenttoclients.

Withanimpeccabletrackrecordof consistentgrowththroughdelighted repeatcustomers,Covalensehas expandeditsglobalfootprintacross18 geographiesunderhisadmirable leadership.Heishighlyrespectedfor histransparencybycustomers,his amicableleadershipstylebythe employees,andhisastutebusiness acumenbytheinvestors.

Narayanasteersthestrategyofthe organizationwithhistechnical excellence,heishighlyadmiredforhis amazingstrengthinempoweringteams associatedwithhimandhisstrong beliefintheirabilitytodeliverresults.

“Ithasbeenagreatjourneysofar. Winningaccolades,earningthetrust andrespectofourcustomers,teams, partners,andassociates,andbeing abletoserveasatrusted developmentpartnergloballygives meimmensepride.Ithasbeena greatlearningexperienceandI enjoyedeverybitofit.Iamhonored workingwithwonderfulclientsfor

thepast28+yearsofmyprofessional journey”,Narayanaadds.

Narayana’sthoughtsonthe responsibilitiesofanentrepreneur?

WhenIstartedmyentrepreneurial journey,Ilistedthebelowasmy responsibilities:

BuildingareliableITsolutions Ÿ company CSR Ÿ

SocialWealthCreation Ÿ

Ialwaysfeltthatbeingabletodeliver solutionsthatbenefitsocietiesand communitiesismycoreresponsibility Workingforabetterworldhasalways beenmymotto.Bringingprosperity andspreadinghappinesseveryminute ofmylifeismypurpose.

IalwaysopinethatEntrepreneurs shouldworkontheircorestrengthsand deliversolutionsandproductsthatare alwaysfuturistic,andsustainable,and helpcustomersachievebusiness

FoundationofCovalenseGlobal

NewadditionstoCovalenseGlobal's servicelineup?

growth.Nevergiveupandkeepon enjoyingeverypartofthejourneyto continueforlonginnings!Always ensurethatyourorganizationalgoals, yourteam'sorientation,andyourlongtermvisioncontributetomakinga betterworldtogether!

Workcultureandtheteamof CovalenseGlobal?

CovalenseGlobal,itsmanagement, andleadershipbelieveinnurturing, innovating,anddeliveringwithgood teamspirit.Theyensureeveryteam memberisinvolved&meaningfully participatestothebestoftheirabilities.

Theworkenvironmentensures everyonehasavoiceandcanfreely sharetheiropinion.Thisalongwith greatmentoringbytheleadership,and constantopportunitiestogrow personallyandprofessionally,pushes theteamtotakeprideintheirworkand gotheextramilewhilecraftingand deliveringuniquesolutions.

“Sincethebeginning,mycore strengthhasbeenorientedtowards buildingtrustworthy,reliable,and competentteams.Ialways consideredmyselfaccountablefor theirprofessionalandpersonal growth.Ibelieveinworkingwithall asanextendedfamily.Ivalue teamwork,commitmentto customers,andstrongethics.I practiceflathierarchyasitenables everyonetogrow,innovate,and lead.”-

NarayanaPeesapati,Founder andManagingDirector,Covalense Global

CovalenseGlobalisamongtheTop20 wonderfulworkplacestoshapeyour career.

TheyareGreatPlacestowork certified.CovalenseGlobalcontinually ensuresthatteamsworkforabetter

world,forabettercommunity,andthe greatergoodofall!

“Yourworkisgoingtofillalarge partofyourlife,andtheonlywayto betrulysatisfiedistodowhatyou believeisgreatwork.Andtheonly waytodogreatworkistolovewhat youdo.Ifyouhaven'tfoundityet, keeplooking.Don'tsettle.” -Steve Jobs

Isthereanyspecialexperiencewith yourclientsyouwouldliketo highlight?

Yes,Ihavehadmanyspecial experienceswithmyclients.One recentoneisacustomerofminewith whomIhaveworkedyearsago,who calledmeupandsaid“Narayana,the productthatyouhadbuiltforme19 yearsagowasamazing&grew massivelywithyoursupport.Iwantto developanotherlarge-scaleplatform for3continents–Europe,Australia& NewZealand.Areyouinterestedin workingwithme&myteamonce

again”?

TherewasanotherlargeFMCG companyclient,amulti-billiondollar MNC,whosaid“Narayana,forthepast 16+years,Ihaveseenyoudelivering amazingsolutionswithteamswhomI knowandworkedcloselywithforover adecade.Whatistheformulafor retainingsuchabrightandenergetic team?Theyareasreliableasyouand pickupcallsevenatweehourswith confidenceandcalmnessintheir workingstyle”Thisstatementbrought tearsintomyeyesandmademefeelthat Iwasblessedwithgreatcustomersand amazingteams.

Narayana'stakeonthecompetitionin themarketandhowhehandlesit?

Ifyoulovewhatyouaredoing,itis neverarat-race.Havingclarityin thought,percolatingthesametothe team,andfocussingonthegreatergood ofhumanitygivesahugesenseof purposeandkeepsuswellsettledand calm.

SituatedonthegroupofIslands

ofLakeTexcoco.MexicoCityis thecapitalandlargestcityof Mexico,andthemostpopulouscityin NorthAmerica.Mexico'scapitalis boththeoldestcapitalcityinthe Americasandoneoftwofoundedby indigenouspeople.Oneoftheworld's alphacities,itissituatedintheValley ofMexicowithinthehighMexican centralhighlands,atanelevationof 2,240meters.Thecityhas16 megapolisordividedterritorials,which areinturndividedinto neighbourhoodsorcolonies.

Accordingtothemostrecentrationale agreeduponbythealliedandstate governments,theinhabitantscountof GreaterMexicoCityis21,804,515, whichmakesitthesixth-largest metropolitanareaintheworld.Mexico Cityisthesecond-largesurbancluster intheWesternHemisphere,andthe largestSpanish-speakingcityinthe world.GreaterMexicoCityhasaGDP of$411billionin2011,whichmakesit oneofthemostproductiveurbanareas intheworld.Thecitywas superintendedforinitiating15.8%of Mexico'sGDP,andthemetropolitan areaaccountedforabout22%ofthe country'sGDP.Ifitwerean individualisticcountryin2013,

MexicoCitywouldbethefifth-largest economyinLatinAmerica.Thefactors inclusiveinthegrowthofMexicoCity isalmosttourismandeducationsectors risingdaybyday.Inaddition, accordingtotheSecretariatofTourism, thecityhasabout170museumsis amongthetoptenofcitiesintheworld withhighestnumberofmuseumsover 100artgalleries,andsome30concert halls,allofwhichmaintainaconstant culturalactivityduringthewholeyear Manyareashavemuralspaintedby DiegoRivera.

GeographicalaspectsofMexicoCity

MexicoCityissituatedintheValleyof Mexico,also,sometimescalledasthe BasinofMexico.Thisvalleyis situatedintheTrans-MexicanVolcanic BeltinthehighuplandsofsouthcentralMexico.

MexicoCityhasminimumaltitudeof 2,200metersabovesealevelandis enclosedbymountainsandvolcanoes thatreachaltitudeofover5,000 meters.Asthevalleyhasnonatural sewerageoutletforthewatersthatflow fromthemountainsides,itmakesthe cityexposedtofloodingandother naturalcalamities.Drainagewas manipulatedthroughtheuseofcanals andtunnelsstartinginthe17thcentury.

AstheMexicoCitypredominantly restsonLakeTexcoco.Earthshattering th activityisincessantthere.since17 centurytheLakeTexcocostarted evacuating.Eventhoughifthelake watersdon'tremainthecitystandson theheavilysaturatedclayofthelake's bed.Over-extractionofthe groundwaterresultsinthe disintegrationofthesoftbasegenerally referredasGroundwaterRelated Subsidence.

Although,thecityhasstartedsinking almostninemetersofsomeareasis th sunksincetheinceptionof20 century. AccordingtorecordsMexicoCity sinks20inchesor50cmeveryyear Thisplungeisresultinginproblems withrunoffandwastewater management,leadingtoflooding problemsandseveralnatural calamities,mostlyduringthesummer. Theentirelakebedisnowpavedover andmostofthecity'sremaining forestedareaslieinthesouthern metropolisofMilpaAlta,Tlalpanand Xochimilco.

EtymologyofMexicoCity

Theancientresiduesofhuman inhabitantsfoundintheareasof MexicoCityarethoseofPennon womanandremainingfoundinSan

BartoloAtepehuacan.Firstly,itwas believedthatthefindingskeep correspondencetotheearlyageof beforecommonera.However,astudy in2013statesthattheageofpennon womanwas12,700yearsold.Hence, resultingintheoldesthumanresidue discoveredintheAmericas.Study regardinghermitochondrialDNAit believedthatshecomeseitherfrom Asian,EuropeanorAboriginal Australianorigin.

Thecityhadbeenthecapitalofthe AztecEmpire.Inthedominionera, MexicoCitybecamethecapitalof NewSpain.TheviceroyofMexicoor vice-kinglivedintheviceregalpalace

onthemainsquareorZocalo.The MexicoCityMetropolitanCathedral, theseatoftheArchpriestofNew Spain,wasonothersideoftheZocalo, aswasthearchbishop'spalace,and beyondfromitthebuildinghousing thecitycouncilofthecity Alate seventeenth-centurypaintingofthe ZocalobyCristóbaldeVillalpando depictsthemainsquare,whichhad beentheoldAztecofficialcenter The subsistingcentralplaceoftheAztecs wasproductivelyandpermanently transformedtotheofficialcenterand seatofpowerduringthecolonial period,andremainstothisdayin modernMexico,thecentralplaceof thenation.Thereconstructionofthe

metropolisaftertheblockadeof Tenochtitlanwasskilledbytheample indigenouslaborintheencirclingarea.

MexicoCitywasthecenterstageofall thepoliticaldisputesofthecountry th duringthe19 century.Eventssuchas theMexican–AmericanWar,French InterferenceandtheReformWarleft thecityrelativelyunalteredandit continuedtogrow,mainlyduringthe ruleofPresidentPorfirioDíaz.During thistimethecityenlargedamodern infrastructure,suchasroads,schools, transportationsystemsand communicationsystems.However,the authoritiesfocusedresourcesand wealthintothemetropoliswhilethe

restofthecountrydeterioratein poverty.

Thehistoryoftherestofthe20th centurytothepresentconcentratedon theextraordinarygrowthofthe metropolisanditsenvironmentaland politicaleffects.In1900,the inhabitantscountofMexicoCitywas about500,000.Thecitybegantogrow vigorouslywestwardintheearlypart ofthe20thcenturyandthenbeganto growupwardsinthe1950s,withthe TorreLatinoAmericanabecomingthe city'sfirstskyscraper.

TherapidgrowthofMexicoCityasa centerformodernistinfrastructurewas mostfullydemonstratedinthemid1950sconstructionoftheCiudad Universitaria,MexicoCity,themain campusoftheNationalAutonomous

UniversityofMexico.Designedbythe mostreputablearchitectsoftheera, includingMarioPani,Eugenio Peschard,andEnriquedelMoral,the buildingsfeaturecanvasbyartists DiegoRivera,DavidAlfaroSiqueiros, andJoseChavezMorado.Ithassince beenrecognizedasaUNESCOWorld HeritageSite.

Travelingthroughtheculture& touristspointsfromtheMexicoCity

BeingcapitalofagiganticpreHispanicempire,andalsothecapital ofprosperousviceroyaltywithinthe SpanishEmpire.MexicoCityhasa richhistoryofartisticexpression. SincetheMesoamericanpre-Classical periodthepopulationofthe settlementsaroundLakeTexcoco generatemanyworksofartand

compoundcraftsmanship,someof whicharetodayexhibitedattheworldfamousNationalMuseumof AnthropologyandtheTemploMayor museum.Whilemanypiecesofpottery andstone-engravinghavesurvived,the greatmajorityoftheAmerindian iconographywasdevastatedduringthe defeatoftheAztecEmpire.

Duringthe19thcentury,animportant creatorofartwastheAcademiadeSan Carlos(SanCarlosArtAcademy), establishedduringcolonialtimes,and whichlaterbecametheEscuela NacionaldeArtesPlasticas(the NationalSchoolofArts)including painting,sculptureandgraphicdesign, oneofUNAM'sartschools.Manyof theworkscreatedbythestudentsand facultyofthattimearenowexhibited intheMuseoNacionaldeSanCarlos.

Duringthe20thcentury,manyartists movedtoMexicoCityfromvarious regionsofMexico,suchasLeopoldo Méndez,ansculptorfromVeracruz, whosupportedthecreationofthe socialistTallerdelaGraficaPopular, designedtohelpblue-collarworkers findadistinctaddresstoexpresstheir art.Otherpainterscamefromabroad, suchasCatalanpainterRemediosVaro andotherSpanishandJewishexiles.It wasinthesecondhalfofthe20th centurythattheartisticmovement begantomeanderapartfromthe Revolutionarytheme.

Museums

Beingoldestancientcityandrichin artisticaspectMexicoCityowns numerousmuseumsportrayingvarious artsandartstyles.Themuseums demonstratevariousartincludingthe Mexicancolonialart,modernand contemporaryartandinternationalart. TheMuseoTamayowasinauguratedin themid-1980stopreservethe collectionofinternational contemporaryartdonatedbyMexican painterRufinoTamayo.Thecollection includespiecesbyPicasso,Klee, Kandinsky,Warholandmanyothers, thoughmostofthecollectionis preservedwhilevisitingexhibitsare shown.TheMuseodeArteModernois awarehouseofMexicanartistsfrom the20thcentury,includingRivera, Orozco,Siqueiros,Kahlo,Gerzso, Carrington,Tamayo,andalso consistentlyhoststemporaryexhibits ofinternationalmodernart.Insouthern MexicoCity,theCarrilloGilMuseum showcasesavant-gardeartists,asdoes theMuseoUniversitarioArte Contemporaneo,designedbyMexican architectTeodoroGonzálezdeLeón, openedinlate2008.

TheMuseoSoumaya,namedafterthe wifeofMexicantycoonCarlosSlim, hasthehugeprivatecollectionof originalRodinsculpturesoutsideof

France.Italsohasagreatcollectionof Dalísculptures,andrecentlybegan displayingpiecesinitsmasters collectionincludingElGreco, Velazquez,PicassoandCanaletto.The museuminauguratedanewfuturisticdesignfacilityin2011justnorthof Polanco,whilemaintainingasmaller facilityinPlazaLoretoinsouthern MexicoCity.

TheMemoryandToleranceMuseum, openedin2011,displayeshistorical eventsofinequityandmassacre. Permanentantiquitiesincludethoseon theHolocaustandotherlarge-scale atrocities.Itisalsonativefor temporaryexhibits.

MostofMexicoCity'smuseumscanbe exploredfromTuesdaytoSundayfrom 10amto5pm,althoughsomeofthem haveexpandedschedules,suchasthe MuseumofSociologyandHistory, whichisopento7pm.Inadditionto this,entrancetomostmuseumsare freeonSunday.Insomecases,a nominalfeemaybecharged.

MexicoCityistheMexico'sprimecity fortheprintedmediaandbook publishingindustries.many daily

newspapersarepublished,including El Universal Excélsior Reforma La , , and Jornada.Othermajorpapersinclude Milenio Crónica El Economista , , and El Financiero.Leadingmagazines include , , ,as Expansión Proceso Poder wellasdozensofentertainment publicationssuchas , , Vanidades Quién Chilango TV Notas , ,andlocaleditions of , ,and Vogue GQ Architectural Digest.Itisalsoaleadingcenterofthe advertizingindustry

Thecityisalsoamajorcenterof popularcultureandmusic.Thereare abundantofvenuespresentingSpanish andforeign-languageartists.These countingthe10,000-seatNational Auditoriumthatconsistentlyorganize theSpanishandEnglish-languagepop androckartists,aswellasmanyofthe world'sfamousperformingartsgroups. theauditoriumalsobeamgrandopera showfromNewYork'sMetropolitan Operaongiant,highdefinitionscreens. In2007NationalAuditoriumwas designatedworld'sbestvenueby multiplegenremedia.Someothersites forpop-artistperformancesincludethe 3,000-seatTeatroMetropolitan,the 15,000-seatPalaciodelosDeportes, andthelarger50,000-seatForoSol

Stadium,wherepopularinternational artistsperformconsistently.TheCirque duSoleilhasheldseveralseasonsat theCarpaSantaFe,intheSantaFe districtinthewesternpartofthecity

Thereareenormousvenuesforsmaller musicalensemblesandsolo performers.TheseincludetheHard RockLive,Bataclán,ForoScotiabank, Lunario,CircoVoladorandVoilá Acoustique.

CuisineofMexicoCity

Oncetakeningrantinferiorfare,by the19thcenturytacoshadbecomea standardofMexicoCity'scuisine. subsequently,asauthoritiesstruggled totaxlocalcheese-breads,imposing authorisingconditionsandfines,asper records,somedetailedtypesoffoods wasbeingservedbythefoundations. Themostpersistentreferencewasfor tacosdebarbacoa.Alsopennedare enchiladas,tacosdemineroand gorditas,alongwithoystershopsand friedfishstands.Thereisconfirmation ofsomelocalspecialtiesbeingmade availableforcurrentmigrants;atleast twoshopswererenowedtoserve pozole,atypeofstewsimilarto hominythatisachiefofGuadalajara, Jalisco.MexicoCityisalsoknownfor havingsomeofthefreshestfishand seafoodinMexico'sinterior.Afterthe TsukijifieshmarketinJapan,Nueva Vigamarketfrommexicocityknown asthesecondlargestfishmarketinthe wrold.

MexicoCityoffersseveralcuisines: restaurantspracticinginthelocal cuisinesofMexico's31statesare availableinthemetropolis,andthecity alsohasmanybranchesof internationallyacknowledged restaurants.Theseinclusivelyconsists Paris'AuPieddeCochonandBrasserie Lipp,Philippe;Nobu,Quintonil, Morimoto;Pámpano,ownedby Mexican-basedoperaartistPlácido Domingo.Therearebranchesof

Tasty

JapaneserestaurantSuntory,Italian restaurantAlfredo,aswellasNew YorksteakhousesMorton'sandThe Palm,andMonteCarlo'sBeefBar ThreeofLima'sHauterestaurants, servingPeruviancuisine,havevarious locationsinMexicoCity:LaMar, SegundoMuelleandAstridyGastón.

Accordingtothe2019recordsofThe World'sBest50Restaurantsbythe BritishMagzineRestaurantMexico Cityranked12thinthelistwithbest Mexicanavant-garderestaurantPujol. AlsoremarkableistheBasqueMexicanfusionrestaurantBiko,which placedoutsidethelistat59th,butin previousyearshasrankedwithinthe top50.Otherthathasbeenplacedon thelistin2019istherestaurantSud 777at58thplace.Attheotherendof thescaleareworkingclasspulquebars knownaspulquerías,aadventurefor travellerstolocateandexperience.

EconomicgrowthofMexicoCity

MexicoCityisoneofthemajor economichubsinLatinAmerica. 15.8%ofthecountry'sgrossdomestic productisproducedbyMexicoCity.In 2002,MexicoCityhadaHuman DevelopmentIndexscoreof0.915, similartothatofSouthKorea.In2007, inhabitantsinthetop12%ofGDPper capitaholdersinthecityhadamean netincomeofUS$98,517.Thehigh spendingpowerofMexicoCity residentsmakesthecitycaptivatingfor companiesofferingstandardandlavish goods.Asperthe2009studyheldby PwC,MexicoCityhadaGDPof$390 billion,rankingitastheeighthrichest cityintheworldandtherichestin LatinAmerica.

MexicoCityisnativeformanylarge scalebank headquarters,insurance companiesaswellasvariousfinance consultingfirms.Duetothebounded non-developedspaceatthesouthmost ofwhichissecuredthrough

environmentallawsthecontributionof MexicoCityinagricultureisthe comparativelysmallestofall authoritiesinthenation.

MexicoCityoffersanhugeandvariety ofconsumerretailmarket,variedfrom basicfoodstoultrahigh-endlavish goods.Costumorsbuy'sgoodsfrom varietyofindoormarkets,street vendors,downtownshops,etc.Street vendorsusuallysetuptheirstallsin non-officialareaslikenearmetro stations,hospitals,etc.

TheHistoricCenterofMexicoCityis widelyknownforexclusive,oftenlowcostretailers.Certainblocksorstreets areallotedtoshopssellingacertain typeofmerchandise,withareasalloted toover40categoriessuchashome appliances,lampsandelectricals, closetsandbathrooms,housewares, weddingdresses,jukeboxes,printing, officefurnitureandsafes,books, photography,jewelry,andopticians.

Sports&EducationofMexicoCity

Sports

Thecountry'smostpopularand broadcastedgameiscountedtilldateis football.Itsimportantemplacementsin MexicoCityincludetheAzteca Stadium,nativetotheMexiconational footballteamandgiantsAmérica, whichcanaccomodate91,653fans, makingitthelargeststadiuminLatin America.TheOlympicStadiumin CiudadUniversitariaisadobetothe footballclubgiantsUniversidad Nacional,withaseatingcapacityof over52,000.TheEstadioAzul,which accomodates33,042fans,isnearthe WorldTradeCenterMexicoCityinthe Nochebuenaneighborhood,andis nativetothegiantsCruzAzul.

Anothersportsprofessionallyplayedin thecityisBaseball.MexicoCityis nativeoftheMexicoCityRedDevils oftheMexicanLeague,whichis

contemplatedaTriple-Aleagueby MajorLeagueBaseball.Varioussports provisionsinMexicoCityarethe PalaciodelosDeportesindoorarena, FranciscoMárquezOlympic SwimmingPool,theHipódromode LasAméricas,theAgustinMelgar OlympicVelodrome,andlocationsfor equestrianismandhorseracing,ice hockey,rugby,American-stylefootball, baseball,andbasketball.

Education

UnlikethoseofMexicanstates' schools,curriculaofMexicoCity's publicschoolsismanagedbythe federalSecretaryofPublicEducation. Thewholefundingisallocatedbythe governmentofMexicoCity(insome specificcases,suchasElColegiode México,fundingcomesfromboththe city'sgovernmentandotherpublicand privatenationalandinternational entities).

TheNationalAutonomousUniversity ofMexico(UNAM),situatedin MexicoCity,isthelargestuniversity onthecontinent,withmorethan 300,000studentsfromallbackgrounds. ThreeNobleimmortals,diverse Mexicanentrepreneursandmostof Mexico'smodern-daypresidentsare amongitsformerstudents.UNAM conductshalfofMexico'sscientific researchandhaspresenceallacrossthe countrywithsatellitecampuses, observatoriesandresearchcenters.

NNikemosttrustedAmericabased brand,rulesoverthesportsworldall overtheglobe.Asoflater2020the organizationhadcountof76,700 employeesworldwide.Aroundin early2020thebrandwasat89th positioninbrandfortune500list counting32billionmakingitshine asmostvaluedbrandinsportsworld.Nikeisshininginthe sportsmarketsince1964whenstartedasaSports equipment'scompany

ThisblogisacomprehensiveexaminationofNike marketingtechniques,includingtheirtargetmarket,social mediastrategy,marketingmix,digitalmarketingpresence, campaigns,andmarketingactivitiesthroughouttheongoing pandemic.

AboutNike:

In1964,PhillKnighttrackathleteandhiscoachBill BowermanfoundedNikeoriginallyknownasBlueRibbon Sports(BRS)inEugene.WithpartnershipwithJapanese shoemakerOnitsukaTigerformedBRS.Tillendof1964 theBRSsoldaround1300pairsofsportsshoesandearned 8,000.InearlytheannualnetgrossofBRSreachedupto 20,000.Laterin1966BRSopeneditsretailstoreatSanta Monica,California.Laterin1971relationshipbetween BRSandOnitsukaTigercametoanend.ThenBRSwas

newlybornwithexpansionandanewname“Nike”.Itsfirst productdesignedbyCarolynDavidsonnamedasSwooshwas usedbyNikeon18thJune1971.Inmiddleof1980Nikegot 50%shareinU.S.sportsshoesmarket.InDecemberofthe sameyearNikegonepublicandanewstorybeganinthe growthofNike.

NikehadWieden+Kennedyastheirprimaryadvertising partner.Co-founderoftheadvertisingcompanyLateDan WiedencoinedthemostfamoussloganforNike“JustDoIt” in1988Nikeadcampaign.ThroughoutthewholeyearNike expandedwitharapidspeed.ThegrowthofNikewentona rapidrate.Aroundin2013NikereplacedAlcoaandwasmade amemberoftheDowJonesIndustrialAverage.InDecember 2013Nike'sprofitroseto13%inglobalorders.Forthe budgetaryyear2018,NikereportedearningsofUS$1.933 billion,withannualrevenueofUS$36.397billion,anincrease of6.0%overthepreviousbudgetarycycle.Nike'sshares tradedatover$72pershare,anditsmarketcapitalizationwas valuedatoverUS$114.5billioninOctober2018.

MarketingStrategies:

Nikebeingaglobalbrandgainedmorepopularityjustbecause ofthequalityproducts.Beingasportsbrandaddedmore optionsforpromotionsandmouthpublicity.In1982first advertiseofNikewasaired,createdbyadvertisingagency Wieden+KennedyduringtheNewYorkMarathon.Withthis theCannesAdvertisingFestivalhonoredNikeasthefirst companytoreceivethehonortwiceofAdvertiseroftheYear in1994and2003.

Nikenowpromotesitsproductsthroughsponsoring agreementswithcelebrityathletes.Nike'sfirstprofessional athletetopromoteNike'sproductwasRomaniantennisplayer IlieNăstase.Nikehasalsosponsoredmanyothersuccessful trackandfieldathletesovertheyears,suchasSebastianCoe, CarlLewis,JackieJoyner-Kersee,MichaelJohnsonand AllysonFelix.TheunderwritingofbasketballplayerMichael Jordanin1984,withhissubsequentpromotionofNikeover thecourseofhiscareer,withSpikeLeeasMarsBlackmon, provedtobeoneofthehugebooststoNike'sglareandsales.

DigitalMarketing:

Nike'sbestofthedigitalmarketingcampaignshassomebasic aspectsincludingsomeofthebestdigitalmarketing campaignsofNike.

Nikebelievesinmarketingstrategyisbrilliantlysupportedby effectiveads.Nikedoesn'tjustselltheirproductbuttheysell aspiration.

BuildingTaglinesandStories

Nikefocusoncreatingmeaningfulstoriestobuilda loyalfanbase.Nikepromptsemotioninthecustomer through“emotionalbranding”.Carefullycraftedadsaim giverisetoparticularfeelingsandmaketheNike productsmoremeaningfulthroughtheeyesofthe customers.

FinancialStatistics

Nike'sdigitalmarketingstrategyhasbroughtsuccess. Nikeisthemostvaluableglobalapparelbrandwitha brandvalueof28billiondollarsaspertherecordsof 2018.Theyheldthelargestmarketsharewith2.8 percentin2017.Thecompany'sfinancialrecordisalso strong.Inthelastconsecutive4years,Nikegenerated over30billiondollarsinrevenue.

TargetingTargetedAudience

Nikehasaspecialtargetingstrategywhotargetsthe audiencewhoactuallyneedstheproducts.E.g.Nike believesinsponsorships.Nikepromotestheirproduct throughcelebrityathletesgraduallyleadingin approachingatargetedaudiencecrowd.

Thebrandalwaysusescutting-edgetechnologieslike hyperadapt.Theirmissionis“Tobringinspirationand innovationtoeveryathleteintheworld”andasweall knowtheirtaglineis“JustDoIt”.Theyhaveastrong productportfolioinvariousinterrelatedbusiness segmentstoretaintheircustomersandprovidebundle productstothem.

Campaigns:

Nikeadvertisementshavealwaysdeliveredpowerful messagesthatstaywithviewersforalongtime.

Thelabel'swell-known"JustDoIt"missionstatement hasappearedinthelistoficonicadvertisementsoverthe years.Thecompanyhasearnedareputationforbeing oneofthemostcreativeadvertisersinthebusiness.

CharlesBarkley's"IAmNotaRoleModel"(1993)

TheleadingsportswearcastCharlesBarkleyinits1993 commercialwhoraisedavalidpoint“JustbecauseI dunkabasketballdoesn'tmeanIshouldraiseyourkids”. ThestatementcreatedcontroversiesinUnitesstates. Barkleywasnottheonlyonetomakethispointatthe time,buthismessagewasamplifiedthroughthisad.

TigerWoods“HelloWorld”(1996)

Withtheir"HelloWorld"promotionalvideo,theleading sportswearpresentedTigerWoodstotheworldwhenhe startedplayingprofessionallyin1996.Fewcouldhave foreseenthenhowinfluentialWoodswouldbeintheworld ofgolf,butNike'sadboldlypredictedhisaccomplishments thatwouldshortlyfollow.Theadgoneairandslowlygot morepopularityinthosedays.

Equality(2017)

Nikedeliberatelyharnessedthesport'ssupremacy,aswell asitsathletes',tofightimpairmentanddiscriminationinits February2017videoadvertisement.Thecampaignurged peopletoimplementthesportsmanshipandjusticethey witnessonthecourtorontheplayingfieldintheir everydaylives.Itwasn'tmadetoadvertiseaproduct. Instead,thelabelandtheathletesintendedtohighlighta majorsocialissueintheUnitedStates. Thetaglineofthiscampaignwas, “The ball should bounce the same for everyone, on or off the field of play.”

COVID19Scenario:

LockdownandCovid19canbesaidtobetheworstyears inworldhistoryafterworldwarsandpandemics.Thevirus mademanyunrecoverabledamages.Manyofthepeople losttheirlovedones,somelosttheirjobandsomelosttheir bigset-upsraisedwithhardwork.Inthisscenariomany companiesandtheirownerscameforwardtohelppeople globally

Withthesamethoughsomecompaniesovercamethis phaseyetimpactofCovidcontinuedonmanyofthe companies.Currently,itbeenalmostthreeyearsforCovid outbreakyetcompaniesstrivinghardtocomeuptheloss baredinthoseyears.Althoughsafetywasmoreimportantat thesituationbutafterallithastobeenleftbackandstarting againiswhatneeded.ManyofcompanieslikeNike supportedcitizensandgovernmenttoovercomethephase. Nikeheldcampaignsandsessionforemployeesaddressing peopleandtheiremployeestobeawareaswellasassuring themsafetyandsecurity.Nikeaddressedtheircustomers andemployees,“Forthecontinuedsafetyandwellbeingof

ourteammatesandcustomers,ourNike-ownedandoperated storeswillremaintemporarilyclosedinmultiplecountries aroundtheworld.Storesinselectedlocationsareopenbased onguidancefromhealthandgovernmentauthorities.”

Conclusion:

Insummary,Nikeisthemarketleaderbecauseofitsdominant worldwidepresenceandleadership.Becauseofitsinviting environment,andunrivaledservice,acustomer'sexperienceat aNikestoreisundoubtedlyunlikeanyothersports equipment'sshop.Theirwelcoming“perfectsportsassociated atmosphere”shouldbealong-termcompetitiveadvantage. Thecompany'sretailoutletsandon-sitecollaborationshave earnedhigherresponserates,puttingtheminfrontofthepack inthematurebusiness.Asaresultofitsall-encompassing marketingapproach,Nikeenjoysastrongmarketposition.