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Marketing Plan - Essay Example

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Marketing Plan

Industry Background Catering to clients across Europe, X Infotech is a relatively smaller organization, which often relies on third-party technicians for client-side maintenance service. Unlike televisions and washing machines and automobiles, Mainframe installations are extremely vulnerable to sudden failure. The complexity of these platforms poses practical difficulties in steady maintenance. Also worth mentioning is the fact that security installations are a top priority in this business. In June 2005, some 22 million Visa customers, and 14 million MasterCard customers woke up to a shocking news event, to find out that hackers had made good with $2.75 billion of money after CardSystems, a US credit card processor lost sensitive billing information to a computer worm that had failed Windows Servers across the country, after which both card companies said good bye to the bankrupt organization (InformationWeek, 2005). The point to be driven home, is that X Infotech is thriving on a risky avenue, where the stakes are immensely high. This report contains a snapshot review of the company's business plan in the latest market scenario.
About X Infotech (Internal Environment analysis)
The Product: X Infotech provides installation and maintenance services in the entire range of Mainframes, from the older IBM S/390 to the latest IBM z9 systems. The machines are designed to support a large number of OS architecture, Linux, z/OS, z/VM, z/VSE, z/TPF, and MUSIC/SP. They are equipped with central processors, AES cryptography implemented in hardware, and perform a host of functions ranging from I/O processing, cryptography, memory control and service functions like accounting and logging to target processors. These z servers find application in business critical areas, which thrive on high availability, as "downtime" can lead to business loss. The company supports both back-office installations, and web-enabled user-interactive installations. The company takes the help of highly-trained technical personnel to perform a valuable task called backward compatibility, which basically means installation of newer mainframes, in an older environment. The overall texture of the systems are designed to perform bulk data processing such as ERP, financial data, customer databases, online statistics, etc.
The Market: X Infotech has a client base all across the UK and Europe, and it operates in a heterogeneous environment. The company is an Advanced LevelTM member of IBM vendors. It is a prestigious level, as this means that IBM recognizes the firm as capable of installing IBM mainframes at customer site, with IBM middleware. There is an annual verification for the same. X Infotech has been complying with these industry standards right from ___(year).
So basically, whenever a company wants to fix up an IBM mainframe, it calls up the customer care of ...Show more

Summary

Introduction Value creation is the singlemost strategy which can ensure a business to grow in uncertain times. For smaller businesses, which do not have a brand equity advantage, top quality service is the only USP which can give them an edge over competition…
Author : katlynquigley
Marketing Plan Essay essay example
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