Development of a Multi-Channel-Marketing concept for a medium-sized Software Company

Task:

The medium-sized company needs a marketing strategy to be able to further increase its market share and to prevail over its competitors in the process evaluating market. The main objective is to raise the degree of awareness.

Methods:

• Identification of the company’s positioning in the market using as-is-analyses and benchmarking
• Evaluation of the Microsoft Partner Program for a better marketing of the company’s own products
• Evaluation of various marketing strategies
• Ableitung einer geeigneten an das Unternehmen angepasste Marketingstrategie

Result:

The company manages to increase its market share and the awareness level by a continuing, intensive cooperation with several partners and the Original Manufacturer. This is especially due to intensified PR. Further, the company will establish a new job position for marketing issues.

Benefit:

The results of the analyses provide the company with valuable information according to which the marketing activities should be developed. The analyses also showed the previous weaknesses oft he Marketing.