Southampton Solent University.pptVIP

Southampton Solent University Strategic Marketing in Practice Case Study December 2006 Scenario You are Ed Walker marketing consultant. TASK: Positioning and branding of the company Communications strategy International marketing strategy Where are we now ? Audit of current situation Signifo today Business to business, fast growing SME within the Software Services sector Established 5 years, profitable, grown organically ￡1.5m T/O 400 customers Impressive range of clientele – Chivas Regal, Heineken,Woolmark,Hitachi, Pernod etc. Mainly U.K. only few customers overseas Mainly targets SME market One product currently – expense solutions Poised for growth but how? Brand issues BRAND DOMAIN (brand’s target market) BRAND HERITAGE (how it has achieved success) BRAND VALUES (core values and characteristics) BRAND ASSETS (what makes brand distinctive) BRAND PERSONALITY (character of brand) Signifo SWOT Strengths Fast growing Profitable 400 customers Fully web based system Simple to use Ability to work offline Interfaces directly with credit card companies Links with mobile (SMS) Winner of DTI SMART award Weaknesses Not many corporate customers Predominantly U.K. based Medium sized company, only 1.5 m turnover Fledgling business to some extent, established only 5 years Opportunities To drive more business within the U.K. e.g. public sector – Universities To target US market as well as Europe, South Africa and Australasia Threats Barriers to entry fairly low Larger companies such as Concur in the US could outflank Signifo Large companies in Canada and Germany – highly competitive market Expansion could stretch resources too thinly Map of competition The Business Environment Consider Signifo’s positioning Use either BCG or PLC Brand Equity Bonding –----How does it retain itself with me Advantage – --Does it offer something different Performance- -Can it deliver Relevance – Does it offer s