Moreover, Mitalio also endeavors to offer varied types of inventive software packages in order to enhance the perceived dependency and consistency level of its customers among other competing firms in the market. In order to attain the desired leading position in the international technology industry, the higher authority of Mitalio had decided to offer ERP software packages along with BPM software facilities to enhance its corporate image and identity through innovation in the increasingly competitive industry structure. It was expected by the company officials that this particular strategy would facilitate Mitalio to enhance its total sales along with profitability in the long-run by rewarding its competitive benefits in the short-run processes (Zerio & Nair, 2007).
Moreover, to position itself as a market leader in the sector of business software services, the management of Mitalio and its sales team decided to offer more attention over advertisement and promotional activities. This might prove beneficial for Mitalio to increase the awareness of the customers towards its products, ensuing augmentation of prospective leads and reduction of business threats (Zerio & Nair, 2007).
Identification of Major Issues/Dilemmas
Mitalio is a renowned organization of California which fundamentally attempts to offer cost-efficient software packages to enhance the reliability of its business customers. The prime objective of Mitalio is to augment its supremacy and brand visibility among other apparent players operating within the market. In order to accomplish the underlining desire, the management of Mitalio had decided to offer both BPM and ERP software packages in the international markets of United States, Europe and Asia. Besides, the management of Mitalio also decided to offer differentiated products allied with BPM software services according to the varying requirements of its customers in order to amplify its value proposition within their perceptions (Zerio & Nair, 2007). Moreover, the reason behind this decision is to cope up with its core competitor Fuego, which was able to attain a sudden augmentation in its market share by acquiring a small-sized software vendor, named BEA. Due to this acquisition procedure, the extent of threat from competition and uncertainty enhanced significantly, resulting in the amplification of business risks. Certainly, the announcement of the acquisition resulted in the creation of BEA-Fuego, which apparently created a panic among the employees of Mitalio, to retain its value in the market of California. Consequently, it also offered a significant impact over the current and potential customers of Mitalio, enhancing the switching cost of its loyal consumers. With due regard to the fact, the management of Mitalio decided to offer high attention towards advertising and effectual promotion of its software packages to diminish the threat of the competing firm, BEA-Fuego. Thus, it facilitated Mitalio to augment its brand uniqueness and productivity in global scenario (Zerio & Nair, 2007). Positives and Negatives of Two Alternative Paths of Action