Imagine that JRP Computing Bhd. has saturated the large firm market for its products and competitors are undermining its technological advantage. JRP needs to look to new markets for revenue. The CEO has suggested that it starts selling its software down-market to middle-market companies and at the same time the company enters into the consulting and installation side of the business for this target market. Discuss the risks and opportunities of such a strategy.
Imagine that JRP Computing Bhd. has saturated the large firm market for its products and competitors are undermining its technological advantage. JRP needs to look to new markets for revenue. The CEO has suggested that it starts selling its software down-market to middle-market companies and at the same time the company enters into the consulting and installation side of the business for this target market. Discuss the risks and opportunities of such a strategy.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Imagine that JRP Computing Bhd. has saturated the large firm market for its products and competitors are undermining its technological advantage. JRP needs to look to new markets for revenue. The CEO has suggested that it starts selling its software down-market to middle-market companies and at the same time the company enters into the consulting and installation side of the business for this target market. Discuss the risks and opportunities of such a strategy.
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