Development of a Marketing Strategy and Implementation Plan for the Global Market Placement of a Software as a Service Software Solution of an Internal Control System
The urge for effective information security-, risk management and compliance measures amplifies the adaptation of an internal control system which is able to ensure correct and seamless business processes. As a matter of fact, there is a need for an integrated tool able to combine all the relevant functionalities into a centralized internal control system.
Kim Sandra Winistörfer, 2018
Bachelor Thesis, CISS GmbH
Betreuende Dozierende: Anke Kundert
Keywords: Global Marketing Strategy, SaaS Software Solution, Internal Control System, Strategic Marketing Process, Strategy Formulation, Strategy Implementation, Unique Selling Proposition, Marketing Mix, Communications Mix
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Aware of the importance of an internal control system and the associated opportunities, CISS GmbH, a Swiss company providing comprehensive information security solutions, plans to launch its in-house software as a service (SaaS) software solution on the global market. Primarily, CISS GmbH intends to focus on business to business (B2B) markets. The product 360inControl® expands the company’s product portfolio. However, the SaaS solution will represent the main pillar among other business units in the future and therefore, the centerpiece of CISS GmbH. Hence, this bachelor thesis provides CISS GmbH with a global marketing strategy for the self-developed framework.
The application of a strategic marketing process model as well as the conduction of interviews, led to the development and implementation of a global marketing strategy. The thesis is divided into two parts, enabling the author to elaborate detailed solution concepts. In a first step, a situation analysis is performed. The findings are supported by interviews conducted with experts which shall substantiate evidence about operational necessity of an internal control system. On the basis of these results, the marketing strategy is formulated. The second phase of the thesis is concerned with the design and finalization of the implementation plan, particularly focusing on marketing mix activities.
The findings, based upon end-user’s preferences, demonstrate the need for a centralized tool that is changeable and available at affordable costs. Due to these implications, 360inControl® is able to satisfy customer needs with the framework’s characteristics of agility, innovation and cost-effectiveness supplemented by a high degree of customer proximity. The identified benefits are integrated into the marketing strategy and the formulation and implementation stage, ensuring consistency across all levels. In order to position 360inControl® and acquire customers, effective communication mix measures are applied. Considering the nature of B2B markets, online and social media marketing, advertising, and personal selling are ascribed a considerable emphasis.
This bachelor thesis presents a profound global marketing strategy for CISS GmbH based on research in distinct areas. As a recommendation, the author suggests focusing on the competitive advantages of 360inControl® to grasp arising market opportunities. Hence, the consideration and development of measures regarding online and social media marketing is important due to the attractiveness and the range the channel is able to capture.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Marketing & Kommunikation