Cowan Bowman Associates International Marketing

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Aim of the Paper: Cowan Bowman Associates (CBA) has the plans to expand its markets globally. The purpose of the paper is to: 1) select and justify the counties CBA should expand to, 2) suggest appropriate market entry strategy, 3) device a marketing plan for the chosen market.


At the inception of the company Cowan Bowman had the intention of developing the software for the international market. For they knew that if they supplied the products in only the domestic market, the company will have limited growth. In 1984 company launched Business package, a product developed to automate accounting functions and produce invoices and the accounting statements. The product met with immediate success leading to market development in New Zealand and Australia.
1) Business Package: This was the first software developed, in - house, by the company. It was designed to automate accounting functions and produce invoices and the statements for the medium-sized organizations with senior book keeping functions.
3) Corporate Series: This was designed as a more sophisticated package for incorporating foreign currency transactions. It was targeted at larger organizations consisting of groups of companies or subsidiaries that required a full accounting department or treasury.
company were marketed only in New Zealand. The company distributed its products through its dealers; it had no direct selling strategy. The marketing strategy of the company for the softwares developed by it consisted of three-tier dealer network as follows:
3) For Corporate Series: This is the specialized software hence a small group of carefully selected, technically skilled, computer companies and chartered accountancy firms were appointed as the dea ...
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