Table of Contents
Evaluation of current state
Summary of the Market
Competitive Landscape
Macro Environment
Strengths, Weaknesses, Opportunities, and Threats Analysis
Advantages
Inability
Opportunities
Dangers
Marketing Strategy
Goals
STP Strategies
Promotional Blend
Products/Services Available
Cost
Advertising
Location
Acme Consulting is an international consulting firm that specializes in marketing high-tech products. It specializes in marketing personal computers, market research and international markets.
Situation AnalysisAcme Consulting is a high-level expert in international business and channel development. It also offers marketing strategies for high-tech items. The company wants to expand into related markets. This includes other cities and countries. It will also try to leverage its position by taking on brokerage positions or representation positions.
Market OverviewAcme’s focus is on high tech manufacturers of hardware and software for computers, services, and networking. These companies want to reach markets in North America, Europe, Latin America, and Asia. This is a majority of larger and sometimes medium-sized businesses.
The executives of large companies are our most valuable customers. They are not interested in wasting their time or their money searching for information that is cheap or questioned. They are concerned about their reputation and brand as they explore new markets.
Acme Clients’ perceptions of competitiveness are key to their purchasing decisions.
There are many ways to compete.
Most of the competition comes from companies who do all their business development, marketing research and channel development themselves. They do it themselves, as part their normal business functions. In comparison to in-house development, our key advantage is that managers already have a lot of responsibilities. They don’t even have the time to take on new responsibilities such as new market or channel development. Acme has the ability to contact alliances and vendors as well as channels in a more confidential manner, gathering data and initiating initial contacts than corporate managers.
The prestige management consulting at the highest level: (names have been omitted for confidentiality reasons), etc. This is a group of essential generalists, who specialize their third name-brand management consulting. They also have a very weak management structure where the partners are the ones who sell the new jobs, while the inexperienced staff do the actual work. Our competitors are experts in their specific fields. We also guarantee our clients that they will get the top people performing the actual job.
Third, the third type of general competitor is an international market research firm: (names have been omitted for confidentiality), etc. These companies may be fierce competitors in the field of published market research or market forums, however they are unable to provide Acme’s high-level consulting.
Sales representations, brokers and deal catalysts can be classified as ad hoc business forms. Each case will determine the details of this form.
Macro EnvironmentOur market is now driven by new technology. Internet marketing is transforming high-tech overnight. Previously, manufacturers dealt with distributors on smaller national markets. Our pricing and Internet marketing is a major concern for distributors.
On the one hand, manufacturers need local partners, value-added, and loyal local allies. On the contrary, they cannot pretend that their markets are protected.
SWOT AnalysisSWOT analysis includes opportunities, threats, weaknesses and strengths. Strengths & Weaknesses are usually internal attributes. They can be improved by modifying the business. External threats & opportunities are more common.
The mix overall is interesting. We are in an era of change, growth, and revolution. The Internet presents both opportunities as well as threats. To minimize any weaknesses, we must make it our strongest asset.
Advantages
Our principals are all experts in this field. We are the best in our field.
From the perspective of users, we have a very good website, FTP facilities that are password protected for clients to send documents, large bandwidth, and a link to our training partners to assist clients in becoming familiar with what we can offer. We can hold online meetings that include shared interfaces and visuals.
Manageable Size: Our clients know we can deliver what we say. Our competitors, the larger consultancies, often have partners who do all the selling while younger associates are responsible for the actual consulting.
Contacts: Many years of experience in the industry means that you have a large network of contacts and networks.
Disadvantage
Marketing: Although we have the skills to close a deal, we do not have the resources necessary to market our company in general. Our main source of lead generation will be word-of mouth.
Staff: We can’t rely on people for the development of documents, presentations, detailed research, or to fill in the blanks. Support for fax, e-mail, telephones etc. is lacking.
Opportunities
Internet Growth: Whether companies like it, they are being forced into global marketing. The opportunities and growth rates of the Internet are enormous.
Europe and Latin America have a booming international market. Asia is recovering after a period of hardship. Manufacturers want to export their latest technologies.
It is getting more difficult to hire full-time international employees and executives, due to the increasing red tape.
Dangers
The internet is both a problem and an opportunity. It is our expertise to cross borders and manage multiple markets. And the information available is increasing the importance of problems that we are solving. Software companies would charge large premiums in order to make their software available on smaller markets. Today, potential customers will look at other prices and decide to buy online.
Our niche is being recognized by the larger, branded competitors: They have begun to compete with us in our region, and they are recognizing our uniqueness. No longer are we alone.
As the European market expands, new competitors will emerge.
The focus is on the marketing strategy. We have a strategy that involves focusing our efforts on an area of expertise where we are as strong as any other company in the world. We are real experts in introducing new technologies, particularly through distribution channels. Acme’s focus will be on three geographies; the US and Europe, as well as Latin America. We will also concentrate our efforts in a few product segments: personal computers and software, networks and telecommunications systems, personal organizers, technology integration products and telecommunications.
Goals
As experts, we must establish our reputation. This involves being quoted in industry publications, speaking at conferences, and getting recognized. Our specific and measurable target is to become recognized in major media as experts on international market entrance.
By the end this year, three major brands will be needed as references. We must be able refer to clients by their name and telephone number.
We need clients in all three major regions: North America, Europe, and Asia. We are not who we say we are unless we’re truly multi-continental.
STP Strategies
Acme’s marketing segmentation is based on geographic division. Acme is focused on North America, Europe, Latin America, or Asia.
Acme Consulting’s market targeting is focused on a small number of well-selected potential clients from the US, Europe, Latin America. Acme Consulting’s key clients are these high-tech manufacturing firms.
Market Positioning Acme Consulting is a leading provider of temporary contracts for high-tech companies seeking to enter new international market. Acme Consulting charges a variable temporary cost. Acme Consulting has a unique expertise, which is not easily duplicated.
Marketing MixOurs are a word-of mouth, repeat business, delivery-intensive business. Direct selling is more important than marketing. We understand that our marketing is important, so we pay close attention to the quotes we use in magazines, at speaking engagements, etc. However, our real job is to sell. This section will concentrate on the marketing mix components.
Products/Services OfferedOur product is the key component of our marketing mix. Our product/service is our best advertising. We must deliver on the promises we make. We take products across national boundaries to new markets. This is very specific deliverable. We are not only involved in international marketing and marketing consulting, but we also get our products to channels. Our market is driven by the service.
PriceWe have to ensure that the price of our services is appropriate. Pricing is important for our positioning and financial stability. The client will spend less money on us in the end than they would on a major consultant because the latter will charge more for their consulting and will include additional research. We will charge more for each day, and less overall.
We follow the conventional thinking on high-end consulting for promotion. Promotion is made up of three major components:
Recognized & quoted: We spend money on public relations to establish ourselves as the experts that the business media turns to for information on channel marketing internationally. We have to be quoted by Business Week, Fortune and the Wall Street Journal.
It is important to keep our promise.
Internet: Search terms, placement, etc., are all important.
Placement or distribution plays a major role in the definition of a product mix.
