IT Industry in London - Datapact 4ps Analysis - Essay Example

Datapact 4p’s Analysis Just like most business operate in a highly competitive environment, Datapact London limited too faces stringent competition in the IT business in London. The company must therefore develop and come up with effective policies that will ensure they establish and maintain a market niche in the market. How the company will apply the concept of the 4p’s of marketing will therefore determine the chances of success in its business. 4 p’s of marketing entails the following marketing elements: price, product, promotion and place. We shall therefore compare Datapact business with three competitors in a bid to determine areas in which the company can adjust to increase its performance using the four parameters. We shall first compere Datapact with Netstar. In terms of products, the two companies offers a variety of IT services to their customers with the sole aim of increasing their revenues and for diversification purposes. Datapact offers consultancy, security and antivirus solutions, hardware maintenance, software licensing and compliance among many other IT services (Datapact 2014). Nestar on the other hand offers a wide range of IT services which includes fixing it problems, cloud computing, experts in mac IT support, ditching slow connectivity among other IT services. The two companies therefore offer several services to help solve their customers’ problems and demands. In terms of promotion, both companies have relied heavily on references and used social media platform to lure potential customers and ensure customer retention. Datapact has for instance included the testimonials of their customers on the website with the objective of attracting new customers and giving assurance to the market of the quality of services it offers. Netsar similarly has included complementary messages of their customers to show satisfaction for their products and as a marketing strategy meant to attract customers. Both companies have also used social media platforms and electronic advertising to help expand their businesses and increase their revenues. Prices of Netstar are fixed and are based on a per user rates. On the other hand, Datapact offers flexible rates to their customers and promises affordable prices as a way of ensuring that their costs are customer friendly. The fourth important element of marketing is the place. Datapact as a company offers their customers services both in their offices and at the customer premises depending on the nature of the service being offered. Computer hardware are sold to the customers at the companies shops whereas other IT servicing services i.e. hardware maintenance are often provided at the customer’s premises or in the company offices depending on the customer’s preference. Just like Datapact, Netsar also offers flexible services and support to their customers with promises of initiating work on their customers’ orders in a time span of less than an hour. The company provides booth online assistance to their customers as well as providing the services at the premises of the customer. Flexibility is therefore a common denominator for the two companies as a way of enhancing their customers’ satisfaction. Another Datapact competitor that we shall use in this comparison is Wavex. Just like other Datapact competitor, Wavex offers a variety of products and services to their customers and target market. The company offers IT support services, cloud computing, life-signs monitoring and virtual IT managers. Just like Datapact, the service lines are aimed at increasing revenue streams and enhancing profitability as a company (Wavex 2014). The company also offers advisory services, server monitoring and even full IT support. On pricing, Wavex offers flexible pricing options for their customers. The company uses a combination of fixed pricing and variable rates for their customers to suit customers different budgets. Customers who prefer inclusive contracts will pay monthly fees in order to reduce financial risks and manage their cash flows. Others will use variable rates that are pegged on agreements, demand and use. In terms of place, the company is flexible and offers customers services at either their premises, customers’ specific location or both places. Wavex are more than willing to offer their services within the shortest duration possible and at the required place. The company as well offers online solutions to their customers either through emails, customer support and online chats. As a result, the company as a result therefore attracts different customers and ensures their expectations are met. Moreover, the company has online platform used in obtaining customers feedback and which is as well used in conducting assessment. Promotional strategies of Wavex are similar to those of Datapact and Netstar. To begin with, the company has employed online methods of advertising their products i.e. use of the website to inform their targeted market on the kind of services offered and the reasons why they should be preferred. Customers’ remarks and feedbacks have also been included in the company’s website to ensure consumers’ confidence is boosted and as a way of increasing their market share. Finally, we shall compare the business of Techsolvers to that of Datapact on the four marketing parameters. Techsolvers offers cloud services, business server installation and support, offering email and data security services to their clients and providing other IT support services. The company has therefore diversified its products and services with an objective of ensuring relevance and expanding on their market share. In terms of promotion, the company has intensified online advertising means as a way of making their presence known to their target customers. In addition to relying to customer’s reference and testimonials on the website, the company has also signed up on official social media platform i.e. facebook and twitter to create consumer awareness and advertise their produsts. Other promotion platform like television and print media have also been used in promoting the company services. On pricing, techsolvers has used flexible pricing model to make their prices affordable and competitive within the industry. The company has adopted a strategy of lowering their prices as compared to those of datapact and other competitors as a way of increasing their customer base hence increasing revenue. Finally, the company offers it services at both premises of their customers and at the offices of the company. This has been aimed at ensuring the business survives the stiff competition from its competitors and ensure revenue and profit maximization. In conclusion, IT industry in London consists of several companies that have to carefully determine the prices, promotion, place and product strategies in order to realize an increase in their revenues and customers. Datapact just like the three other IT companies have adopted strategies to ensure survival and optimization of customers’ satisfaction. There is however no much differences in the ways the companies have strengthened their presence using the 4ps. References IT Support - Award winning IT services from Wavex. (n.d.). IT Support - Award winning IT services from Wavex. Retrieved April 22, 2014, from http://www.wavex.co.uk/why_choose_us.html datapact.co.uk. (n.d.). datapact. 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