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Entropy International Strategy - Essay Example

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Entropy International Strategy

In order to accomplish this, Entropy International utilized a unique business strategy. At the heart of this strategy is the notion that there is a singular vision throughout the organization. This vision serves as a guiding force for strategic planning and incorporates the necessary components for the systematic expansion of Entropy's customer base and its quest for the lion's share of the market.
One of the most significant focal points of Entropy's business strategy is a dedication to addressing the needs of the customers. In so doing, the management of Entropy ensured that in developing their product, the customer was consulted first and foremost. As a direct result of consulting with the customer and obtaining feedback, Entropy was able to develop a product which satisfied the current needs of its customers and the up-and-coming needs of the market. Secondary to its focus on product development was its commitment to sales and marketing. Entropy was able to realize a great deal of success by expanding its marketing and sales force. In so doing, the company went from one full-time sales person in 2002 to a complete sales and marketing force consisting of three dedicated marketing and five sales managers. The marketing and sales managers worked to procure contracts with new organizations by utilizing an in-house software product which coordinates the sales process. This software has been very effective in that it has been responsible for a 40% sales conversion rate for leads and a 60% rate for proposals. These figures far exceed the current market rates.
An integral part of Entropy International's business strategy is its relationship with governmental bodies. In 2002 Entropy forged a strategic partnership with British Telecom (BT) wherein the two provided services to central and local government agencies as well as departments and authorities throughout the UK. This proved significant for the compliance segment of its market as an integral part of the daily operations of governmental agencies involve ensuring that these agencies are compliant with the many statues. These statutes are often overlooked and their monitoring becomes cumbersome while failure to adhere to them can have significant ramifications the least of which is monetary. In taking an active role in the formation of a strategic partnership, Entropy has made a significant step in ensuring that the momentum established through customer-centric product developmental and marketing initiatives is maintained despite the change in market trends. Essentially, it has ensured that the needs of governmental agencies have been met by partnering with an agency with a long-standing relationship with governmental agencies.

A Strategic Analysis
A strategic analysis of Entropy International revealed that Entropy was a fiscally sound company between the years of 1996 and 2003. It had expanded significantly between those years and its growth in equity can be attributed to its strong and unwavering vision which was shared by all the employees within the company. This vision was one which placed Entropy at the heart of the "visionary market". During that time, the growth was fostered by ...Show more


Q1. In 2003, although Entropy International is making a loss, the business environment is changing in ways that might change customers' perceptions of the value of Entropy's services. Assess the suitability of this strategy to meet these changing expectations and achieve sustained profitability
Author : forestboyle
Entropy International Strategy essay example
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