The company's target markets include local clients as well clients from foreign countries.
The company's mission is to be able to offer innovative, web-based software products for land and water resource managers requiring efficient information access for operational, tactical and strategic planning.
In more specific terms, the company's long-term objectives include t he following points. Within 5 years, the company's hope to earn $10 million in gross revenues, have an annual profit of 30% after tax, increase forest industry market share by 15% annually in BC and Western US, penetrate one new vertical market per year, be able to maintain the growth rate of in the vertical market by adding one project or client on an annual basis, and break into the international market by snagging a minimum of international projects per year in Asia.
Several concerns and opportunities were mentioned. The first is to establish the company as a household name when it comes to land management software. The company also hopes to establish itself as a big brand name in providing consultancy services, training, and customization in the said field.
In order to establish itself as a market leader in the local scen...
In order to establish itself as a market leader in the local scene, one should have a lot of customers. To rake in more sales, the company should be visible to potential clients locally as well as abroad. With this end in mind, the company is keen on putting up their own website. This will serve not only as a information center to current and potential clients but will bring in more sales what with the ease of availing products online and within the comforts of one's home.
The company, being global in scale has recently felt that the market is too large to maintain strong relationships with all potential buyers. The company has been used to utilizing direct mail to attract new clients. However, this method does not ensure that the brochures and advertisement material are reaching the decision makers of the target companies.
The current advertisement setup uses mail-outs to special groups which have been selected based on predefined criteria. These are sent out every 2-3 months. Instead of doing this, focus on the key persons for such companies, send them emails and find out how they will be able to use the software, and if possible, set up presentation meetings over lunch or dinner. This way, with a clear void to fill, the goal is more focused and a strategy to present the product in the best way possible to the potential customer can be formulated. Also, contingency plans can be setup in case the client rejects the first approach. Moreover, if the correspondences would prove that the prospect is a dead end, it should send the signal that it's time to move on to other prospects, thus saving time.
To determine the contents for a website, the researcher should be familiar with the operations of the company. Before the interview sessions, the