Marketing plan for AbiliCor
Market segmentation, targeting and positioning for AbiliCor in Swiss consulting
Switzerland has always been known as providing one of the best-working environments in the world Given its increasingly modern and advanced technology year by year, plus the effects from the Industrial Revolution 4.0, Swiss small- and medium- sized enterprises (SMEs) are facing a greater pressure to digitally transform themselves so as not to be left behind by other competitors. However, according to an expert, although most Swiss SMEs have heard of this trend, few actually have a clue what to do. In such a competitive consulting market, what can AbiliCor - a young consulting company - do to reach out to these groups?
Anh Dao & Ngan Nguyen, 2019
Bachelor Thesis, AbiliCor
Betreuende Dozierende: Markus Rach
Keywords: digital transformation, AbiliCor, SMEs, Swiss consulting market, self-service tool, workshop.
As a young small consulting firm, also known as a spin-off from FHNW, AbiliCor has been suffering from a lack of labour, which prevents it from developing a proper marketing plan for the potential customers. In order to avoid the direct competition with big opponents such as Accenture, IBM, PwC,... , it is essential that the company should focus on a certain group of end customers and design the suitable marketing programmes to inspire the needs for digital transformation inside them. Having no clue about which target group it should focus on, the company needs to develop a full strategy for market segmentation, targeting and positioning based on market research. At the same time, AbiliCor also needs to build communication channels for its end users respectively.
To build a marketing plan for AbiliCor, the first step is to conduct an industrial and market research to gain insights into the effects of macro trends on the final outcomes and the competition analysis. Next, four expert interviews and surveys are carried out in order to look at the matter from an academic and scientific perspective. Due to the time, scope, and insider knowledge constraints, the key findings from the market research are then combined with those from expert interviews and surveys to develop assumptions that shape the whole paper. After that, market segmentation, targeting and positioning are defined to determine which target customers within Swiss SMEs and which position AbiliCor is able to and should focus the most on. Finally, recommendations are made on how to reach these groups via a step-by-step process of customer acquisition.
After a detailed investigation, it has been decided that AbiliCor should focus on the small-sized enterprises as the primary target and the micro-sized as the secondary one in three major industries, namely hospitality, machinery and trade and consumer goods. To further segment these target groups, it is necessary to look into their underlying needs in depth. The recommended position is to develop a medium price, then slowly increasing it while improving the company's competitive advantage at the same time. Accordingly, AbiliCor can try offering a more diverse of topics based on the collected feedbacks of previous clients, together with some free trial of the tool or the service to attract more customers. In order to proactively search for customers, a combination between the hunting strategy and a step-by-step process of customer acquisition is recommended. In addition, the company is also advised to adopt a personal selling strategy to reach the customers. On the other hands, partnerships with other experts to develop new tools or services together are highly welcomed for cost reduction and risk diversification.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation