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ClusterVision

Presentation thesis for ClusterVision HPC
by

Samira Mellenbergh

on 29 January 2013

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Transcript of ClusterVision

THESIS Marketing Plan HES School of Economics and Business | HVA Amsterdam University of Applied Sciences | ClusterVision | Samira Mellenbergh - 543861 AGENDA ClusterVision What is HPC? Problem Statement Research Methodology External Analysis Internal Analysis Conclusion Research Marketing Tools Recommendations High Performance Compute Cluster Large investments with a relatively long sales cycle.
A significant degree of solution individualisation.
Used for weather forecasting, for example. Small system integrator
Niche high-tech market
Specialized in HPCC What is HPC? One computer Two computers Two computers + switch Two computers + switch + masternode Two computers + switch + headnode + storage Mr. Janssen Mr. Janssen
Mr. Kent Mr. Janssen
Mr. Kent Mr. Janssen Mrs. DiVito Mr. Kent Mrs. DiVito Mr. Janssen Mr. Kent HPCC Problem Statement HPC market is sufficiently large
7% growth rate until 2016 ClusterVision wants to grow their business
€ 25 million total turnover
€ 5 million total margin Adapted from IDC HPC Market Update July 2012: New HPC Forecasts (p. 15), by E. Joseph, S. Conway, C. Dekate, L. Cohen, B. Throckmorton, C. Hayes, and M. Rolph. Copyright 2012 by IDC. Adapted from ClusterVision Growth Targets 2012 (p. 6). Problem Statement CAGR is not achievable by incremental revenues from the current customer set only. - Win more business
- Larger projects
- Higher margin projects
- Execution with a greater efficiency and profitability I II III VI V 3 CHALLENGES TO ENCOUNTER 1. It is not easy to articulate the value of a complicated set
of services that ClusterVision delivers.

2. The market has a lack of knowledge on integration
techniques and the value derived from these services.

3. Mainly academic and public institutes visit the more
important European and US trade shows while commercial businesses tend to be more profitable. How to achieve larger and more profitable customer engagements to accomplish ClusterVision's growth targets for 2016? Research Methodology Primary research
Secondary research Primary Research Interviews with 5 experts
Customer Survey 10 existing customers Secondary Research International Data Corporation (IDC)
Several online tools Customer Engagement "Managing the customer relationship to produce high customer equity, which is the total combined customer lifetime values of the company's current customer set and as well prospects. The more satisfied the customer is the more loyal and customer equity from the current set of customers can then be maximised." Actively promote as real ambassadors. Committed buyers, through delivering superior value, that repurchase ClusterVision's services. Delimitation The five stages of small business growth
Ansoff's growth matrix
- New foreign market-entries
- Simplifying HPC as in product offering and communications
- Methods to improve internal processes
- Scope of study limited to offering existing services to existing markets.

Furthermore, the conclusions of the study are restricted to only hiring 2 FTEs (Full-Time Equivalent). Deemed out of scope: (Churcill and Lewis, May-June 1983) External Analysis Customer Analysis Competitor Analysis Market Analysis Addict-O-Matic: NO REAL BRAND BUZZ! Internal Analysis Extensive partner list.
Performance is perceived sufficiently well.
70% would recommend to others. Environment
Engagement
Equipment
Effectiveness Conclusion Research What people should understand that ClusterVision is:
a small but reliable, credible and successful company. ...and should not think that ClusterVision is:
a small and therefore may be less competent than a large IHV, for example. Conclusion Research People buy from people Emotional side of the brand image. BRAND PERSONALITY Communicate and build brand personality Next to reminding prospects and current customers and partners about its brand promise.
Build social connections in the commercial businesses market and partner companies.
Current delighted customers play a significant role. Influencing the non-economic factors in the buying process. Brand advocates "Delighted customers who have favourable perceptions of a brand and will talk favourably about a brand to their acquaintances to help generate awareness of the brand or influence purchase intent." -- Chaffey, D., Ellis-Chadwick, F., Mayer, R., Johnston, K., (2009, p. 291). Internet Marketing Strategy, Implementation and Practice (4th ed.)(D. Chaffey, Ed.). International, Pearson. Marketing Tools I ClusterVision's website
II Story-telling
III Extending Referrals
IV Trade Shows TARGET Commercial businesses
Independent Hardware Vendors (IHV) BUYING PROCESS Non-economic factors
Prestige, career, security, and friendship or social needs.
Emotionally led decisions.
Having an extensive network is vital.
ClusterVision has most influence on the first few steps of the buying decision process of new potential customers. COMPETITORS Fair even playing field.
Customers like to deal with a big credible company.
IHVs have strong brand images, reliable reputations that are trusted by (potential) customers. Transtec is most active online.
Serviware is fully owned by Bull SAS.
ClusterVision is somewhere in between. MARKET ClusterVision Marketing strategy 1. It is not easy to articulate the value of a complicated set
of services that ClusterVision delivers.

2. The market has a lack of knowledge on integration
techniques and the value derived from these services.

3. Mainly academic and public institutes visit the more
important European and US trade shows while commercial businesses tend to be more profitable. 3 CHALLENGES TO ENCOUNTER BRAND PROMISE Recommendations MARKETING REFERRAL
PROGRAM 1. It is not easy to articulate the value of a complicated set
of services that ClusterVision delivers.

2. The market has a lack of knowledge on integration
techniques and the value derived from these services.

3. Mainly academic and public institutes visit the more
important European and US trade shows while commercial businesses tend to be more profitable. Improve ClusterVision website
Create story-telling videos
Extend referrals MARKETING TOOLS 3 CHALLENGES TO ENCOUNTER Create exciting informative booths MARKETING PLAN 2013 THANK YOU FOR LISTENING.
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