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Service Marketing - Service Audit
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Table of Contents 1.0 Executive summary....................................................................................................................3 2.0 Analysis......................................................................................................................................4 2.1 Customer Analysis............................................................................................................4 2.2 Competitor Analysis.........................................................................................................4 2.3 Market Analysis................................................................................................................5 2.4 Environmental Analysis...................................................................................................5 2.5 SWOT Analysis...............................................................................................................7 2.6 Internal Strategic assets and competencies.......................................................................8 2.7 Strategic objectives...........................................................................................................9 3.0 Execution Strategy..................................................................................................................10 3.1 Creating advantage.........................................................................................................10 3.2 Value Positioning...........................................................................................................12 3.3 Building and managing the brand equity and relationship.............................................13 3.4 Energizing and leveraging the business.........................................................................13 3.5 Creating new business....................................................................................................14 4.0 Budget and Timeline...............................................................................................................15 CONCLUSION.............................................................................................................................16 REFERENCES..............................................................................................................................17 APPENDIX 1 : SEGMENTATION TABLE................................................................................22 APPENDIX 2 : COMPETITOR ANASLYSIS.............................................................................22 APPENDIX 3: PORTER'S FIVE FORCES MODEL...................................................................23 APPENDIX : PESTLE ANALYSIS..............................................................................................24 APPENDIX : INTERNAL STRATEGIC ASSETS AND COMPETENCIES.............................25 APPENDIX 6 : CUSTOMER RATING (POSITIVE & NEGATIVE).........................................25 APPENDIX 7 : GOOGLE Ads.....................................................................................................26 APPENDIX 8 : GROUP MEETING............................................................................................26
1.0 Executive summary The Digital Sense is a technology company which offers services related to data strategy, data serve and data support to the customers. Services which are offered by the company includes consultancy services, automation and machine learning, application and integration etc. In this strategic marketing report various strategies will be identified which can be undertaken by the company in the period of 2020 to 2024 (Abou-Shouk, Lim and Megicks, 2013). Such strategies includes various tactics which can be used by the company, objectives which they have to achieve during that period (Rogers, 2016). All these are based upon the analysis of the market environment and the existing strategies of Digital Sense. For preparing a strategic marketing report the strategic marketing process need to be undertaken. In this project Digital Sense is chosen which was found in 2006 and supports other organisations with secure and robust solutions. It mainly deals in provision of services such as consulting, data analytics, automation, application and integration, mobility with managed workspace, identity management, networks and connectivity, security and so on (Services of Digital Sense,2019). The top management of this entity has proposed to carry out expansion within the confines of United Kingdom. The report consists of external as well as internal analysis of new market environment with a view to feasibly gain access into the nation. Also, it consists of execution strategy that would be implemented by corporation for ease of expansion in newmarketplace.TheprojectconsistsofmodelssuchasSWOT,SMARTobjectives, competitor analysis, Porter's Generic strategies and positioning map. Lastly, budgets is discussed for execution of proposed market expansion.
INTRODUCTION In the field of management, strategic management as well as strategic audit plays an important role for performing business operations effectively for the purpose of long time survival in market place. Strategic management refers to the process of formulation and implementation of strategies and goals that are considered by the top management of a company in order to plan for future. For this, a company develops a clear vision by developing long term strategies as it helps in ascertaining essential procedures as well as resource allocations for achieving specified goal (West, Ford and Ibrahim, 2015). In this, many kinds of strategies are formulated such as business, corporate as well as functional which helps in managing operational activities of an organisation. In addition to this, strategic audit refers to the detailed assessment for knowing the company's actual position and determining whether a firm is meeting its objectives effectively and efficiently or not. In other words, strategic audit means reviewing business plan as well as strategies in order to identify the weaknesses or shortcomings and execute the successful development of company. 2.0 Analysis 2.1 Customer Analysis There are 5 types of customers which are found to be prevalent within the IT industry. These are duly acknowledged to be transformational, heterogeneous, security conscious, price conscious and slow & steady customers (Baker and Saren, 2016).In this relation, looking upon the secured offerings of Digital Sense, the management has decided to target the customer segment comprising of security conscious clients as the entity ensures security and safety of systems and services at all times.In this relation, it is important for the firm to make sure that the entity serves the customers of new market, namely, United Kingdom in an effective manner by creating awareness among them about the secured IT services provided by company. 2.2 Competitor Analysis The competition in global market place has grown over the period of time because of which most of the companies consider to carry out expansion of their business operations at an international scale so as to facilitate quick growth and development. In this regard, Digital Sense is expanding within United Kingdom looking upon the lucrative infrastructural and other facilities provided in this market place(Al Zaidi and Ahmad, 2019). Over the course of time, the
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entity has gained extensive goodwill within the confines of Australia and thus the management looks forward to experience the same brand image in new country. Digital Sense offers effective and features for beating the large extent of rivalry prevailing within the global market place and better serving the needs of international customers regarding the data services or centres. With the expansion within UK, the entity intends to earn huge profitability as well as revenues (Chernev, 2018). For this purpose, the management of Digital Sense is conducting competitor analysis.As a result of this, the entity has inferred that the key market players or the direct competitors within the IT industry of United Kingdom are Amazon, CISCO and DELL etc. as these are globally renowned firms. Furthermore, the indirect competitors are identified to be Octal IT Solution, Ballard Chalmers, Sunflower Lab, Rackspace and many more.In this relation, it is required for Digital Sense to ensure that it incorporates innovation in its offerings to significantly appeal to the population of UK and position its services among them in an effective manner. 2.3 Market Analysis Digital Sense is gaining access into the market of United Kingdom. This is an excellent market for companies who intend to invest in technology industry. This owes to the booming phase of this sector at present time. Post the European Union Referendum passed in the year 2016, tech industry in Britain has grown around 17.6%, in contrast to the overall growth of 5.5 % for the economy as a whole (Technology is a bright spot for British economy,2019). The success of this sector owes to flexible labour market situations, world class universities and huge extent of investor capital. Further, the diverse working population of UK also facilitates companies to grow by leveraging the views and opinions put forward by individuals pertaining to different cultural as well as national backgrounds. In addition to this, the success of tech industry is also because of the support provided by state. In this relation, it is inferred that output delivered in terms of computer programming on an hourly basis got raised by 16% between the years 2013 and 2018, opposed to 4% increase in overall economy (Overview of the UK's IT industry,2019). This implies that Digital Sense has a huge scope while entering this lucrative market. The respective firm can offer high quality tech services to clients within the new nation and thereby enhance its overall market share and brand value (Chaffey and Smith, 2017).The IT industry within United Kingdom will continue to grow at a rapid pace in the next 5 years. The trends like AI capabilities, multi-cloud systems, edge computing, hybrid cloud approach, extensive cloud
security would be dominating the market place by the year 2024 facilitating Digital Sense to incorporate the same within organisational operations. 2.4 Environmental Analysis Analysis of the external factors is important for the company as it has major influence on the operations of the company. For Digital Sense the PESTLE analysis is done which will help them to understand the impact of macro factors. As per the research the impact of various factors are analysed which is given below: PoliticalFactors: The political factors have impact on the decisions of the company as the government of UK imposed various regulations on the companies with the aim to protect the interest of the company(ALZahrani, 2016). Digital Sense provides services related to data storage, data strategy, data support etc. due to which the government has imposedvariousregulationsfortheissuesofinadequatetransparency,lackof understanding among the clients and the users. The implication of the data protection by the EU put pressure on the Digital Sense to publish transparent data and to make the data protection policies accessible. All such implications will affect the company’s operations as they have to change their way of doing business. EconomicFactors: The data is present in the large volume with the company which requires careful analysis of the data to get the proper insights. The general data protection regulation of EU imposes various penalties on the Digital Sense company if they does not meet up with any of the compliances(Amiri and Woodside, 2017). The another economic impact on the company is to determine the balance between access and cost. This induces the company to apply all the basic elements of the data strategy while estimating the cost. It will have a positive impact on the Digital Sense as they can identify their exact cost. SocialFactors: When the company deals with the data of the individuals and of the companies then they have to be more conscious of the privacy and security concerns. The Digital Sense offers clouding services to the customers due to which they have to more transparent with them about the data centres and the authority to access to the centres etc. This is because of growing concerns of the people in UK which is further expected to grow in future with the growing awareness(Basu, 2016). It will bring transparency in the operations of the business which will improve the trust of the customers on the company.
TechnologicalFactors: This is the most important factor which is to be considered by the company as their services belong to the technological and innovation segment. The impact of various connecting services and devices becomes a hurdle for the company as the level of connecting services in UK has not yet reached the level of maturity. Further the data management and the data aggregation is another issue in UK which has impact on the operations as they have various other industries as their clients and they do not have efficient data management applications(Beckett, 2017). LegalFactors: The companies in this industry are highly affected by the imposition of various laws as the company are engaged with the data of the companies and the individual itself. To protect the customer’s sentiments various impositions such as legal framework for data protection reform has been imposed by EU. This implies that the company has to follow various wide standards which are provided by the regulatory bodies this limits the flexibility of the company(Bordonaba-Juste, Lucia-Palacios and Polo-Redondo, 2012). Due to such imposition the Digital Sense has to consider various laws so that they can satisfy their customers. EnvironmentalFactors: The company is operating with technology products and services which is they require high connectivity among the servers and the clients. The climate and the weather has impact upon the operations as it affects the connectively. The impact of this factor on Digital Sense is high but it cannot be determine when it can affect as change in the climate cannot be determined(Calderón Ramírez and et. al, 2019). All the factors will have impact on the operation of the company in the period for which the research is being done as they all have long term impact. To cope up with such impact Digital Sense need to undertake various steps such as formulation of specific strategies an their effective implementation. 2.5 SWOT Analysis To analyse the position the company in the industry, the analysis need to be done of the strengths and weaknesses of the company in relation to the threats and opportunities they may face. For this SWOT analysis will be done in context of Digital Sense : StrengthsWeaknesses ThecompanyisadigitalandtechnologyWhen the company operates in such a dynamic
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company which is why it is important for them to introducing innovative services time to time. ThestrengthsofDigitalSenseisthatthe workplacetechnologyofthecompanyhas been updated in the recent year(Chang, Fang andTseng,2012).Alsotheyhavehighly skilled,competentandinnovativeITteam which can bring innovation efficiently. environmenttheyfacesvariousweaknesses whichbecomeshurdleinthedigital transformation strategy of the company. The major weakness with the company is that the employee has to navigate between number of apps at the workplace throughout their day. OpportunitiesThreats Theopportunitiescomesfromtheexternal environmentwhichhasinfluenceonthe business. Digital Sense has already moved to software-as-a-serviceapplicationssothey haveopportunityofconsolidatingmultiple applications in one technological stack. The threats has impact on the businesses of the company as with this the digital transformation of the company becomes difficult. The threat which can affect the operations of the Digital Sense is new data security regulations(Christie and Hepworth, 2014). Also the dependency of the company on the gig economy affects the prediction of the companyof the future office space requirement. 2.6 Internal Strategic assets and competencies The internal assets of the company has to be aligned with the competencies in order to achieve the goals and objectives of the company. For Digital Sense, the company need to analyse various assets with the help of which they utilises their competencies etc. The perspectives which are to be considered for analysing the strategic assets and the competencies of the company are: FinancialPerspectives: The Digital Sense is using finance from various sources such as the capital which is being invested in the company by the investors and along with this they have been using other sources for financing(Combe, 2012). The company can further procure funds by way of long term loans as they have plan of expansion further they can use lease financing and hire purchase financing. The Digital Sense can easily procure finance from these sources.
CustomerPerspective: The market share of the company is not exactly defined but still the company has a significant position in the market. With the help of such share they can expand their business in UK(Costa and et. al, 2013). As the company is operating in Australia so they can be recognised by the people their but in UK they need to develop a strong promotion campaign which will help them to make their brand recognisable. With the help of such perspectives of the customers it will be easy for the company to expand their business in UK. InternalProcessPerspectives:Theoperationsofthecompanyaresimpleand convenient which makes it easy to use by the customers as well. They provides their services through their applications and even through their official websites. Digital Sense supports various transactions and accepts payments in multi currency which helps the company to operates in any country(Davis and Chaudhri, 2012). Learning and growth Perspective: As the company is operating at a very large scale so their employees are also limited to a number of 50. Digital Sense provides various trainings to them which makes their employees competent to adapt changes in the technology such as web development, changes in the coding languages etc. All these motivates an employee to learn new as they are provided ample opportunities to grow. With such employees the company can easily expand their business in any country or location(Delener, 2012). 2.7 Strategic objectives The objective of the company is to increase their market share by 10% which will further help them to increase their profitability by 15% within a period of 3 years. Such objective can be achieved by the company by expanding their organisation in UK(Donnelly and et. al, 2012). The strategic objectives of the company are: Strategic Objective: To increase the market share of the company: SpecificThe company aims to expand their business in UK this will help them to increase their total market share by 10% as initially it will not be possible for them to target a lot of people than this(El-Gohary and Eid, 2012). MeasurableSuch objectives can easily be measured by the company as this can measured in terms of increasing number of customers of the company and an increase in the
numbers of user of their services. AchievableThe objectivescan be achieved by the company with the help of various promotional campaign. Also it can be achieved through loyalty programs of the company which includes gaining customers trust and engagement(Énalan and Soteriades, 2012). RealisticThe services so offered by Digital Sense are innovative which will help them to attract more of customers. In addition to this various discounts, coupon codes will be offered to the customers, along with this the strategy which will work is that of customers satisfaction which can be done by analysing their perspective(Gomes and et. al, 2014). TimelyThe objectives is to be achieved within 3 years. 3.0 Execution Strategy 3.1 Creating advantage To take sustainable competitive advantage it is important for the companies to adapt strategic thinking. This will help them to cater the needs of the customers efficiently by adjusting the strategies more quickly than the competitors. Such analysis can be done with the help of Porter's generic model and by formulating various strategies by way of various tactics such as marketing mix(Gonetecki Oliveira and Machado Toaldo, 2015). With the help of Porter's generic model, the Digital Sense can chose a strategy which will help them to take the competitive advantage. The competitive advantage can be defined as the greater value to the customers than the competitors, this can be by providing the products at the lower cost or by providing the differentiated products to the customers. The model of Porter's suggest five forces which helps the company to adopt one out of them which helps them to take the advantage(Grayson, Leiserson and Waikar, 2017). For Digital sense all the strategies are taken into consideration and on the basis of this the most suitable one will be identified for the company. The four strategies are: Cost leadership: Cost leadership is a strategy in which the aim of the organisation is to provide the products to the customers at the lower cost. This can be done with the help of
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mass production as it reduces the per unit cost of the products. It leads to little differentiation among theproducts than the competitors(Grewal and Lilien, 2012). Digital Sense can use this strategy by way of providing data services at a large scale such as many user at one data centre will reduce the cost for and thus it will improve their profitability level. Costfocus: In this strategy the company aims to take lower cost advantage but only for a small number of market segment. This can be adopted by the Digital sense by providing various services to the customers which are provided by other at higher prices. It will make their customers feel delighted as they will provide data services at comparatively lower cost but the services are similar to what other are providing at higher prices (Guarda, Augusto and Silva, 2012). Differentiationleadership: This is a strategy in which organisations aims to provide services which can be differentiated from that of the competitors. Such differentiation can be in context of quality, features, benefits, durability etc(Janevski, 2012). Digital Sense can efficiently adopt this strategy as it will help them to satisfy their customers with unique services as the data which the customers stores with them are very important which requires safety and security with innovation. But the prices which are charged by the customers are high. Differentiationfocus: In this strategy the company aims to provided differentiated products and services only to the small number of specific market segment. With the help of this strategy the need and requirements of the specific customers are considered. The Digital sense can use this strategy which will help them to satisfy their specific clients which are crucial for them by providing either customised or differentiated services(Janom, Zakaria and Ariffin, 2012). The most suitable strategy that can provide competitive advantage to Digital Sense is Differentiation Focus in which they can initially provide unique services to their specific clients while to other clients they can provide services with cost leadership strategy. This will facilitate the company to take the advantage by serving different type of customers which will help them to increase their market share gradually(Ji-ying, 2015). Marketing tactics are the strategic methods and actions which facilitate the companies to promote their goods and services which helps them to maximise their sales and to achieve their
goals. These marketing tactics will facilitate the company in achieving their long term vision by keeping the employees and the organisation focussed (West, Ford and Ibrahim, 2015). Various tactics can be adopted by the Digital Sense to achieve their business objectives such as: The Digital Sense can use marketing mix tactics efficiently which will help them to formulate strategies specifically such as: Product: The services which are offered by the company are related to data strategies andsolutionstovariouscomplexproblemssuchasdataserve,securityand protection, also they provide a pathway to cloud(Joseph, 2019). In the coming years the coming to need to focus on these services as the technology is predominantly shifting towards it. Price: In the coming years the coming need to expand their business which can be done by them by moving to other economies. So while entering into new economy they must enter with the competitive pricing strategy which will ensure their survival in the new economy(Jupp and Bentley, 2014). Place: They provide their services through online medium that is with the help of their website, further also they can use the same. But they need to have their persons in fields that can represent the company before the customers(Kandulapati and Shekhar Bellamkonda, 2014). Promotion: The promotional strategy is crucial from the company’s point of view as they need to create awareness about their services to the customers which can be done through advertising(Kotler, 2012). Their services can effectively be advertised online through digital platform and even through magazines which contain innovative and technological concerns. The Digital Sense need to focus upon the strategic marketing which suggests various tools and strategy. The tools which can be used by them are building the corporate identity, improving and updating the websites so that the customer will get to know more about the company. The focus need to be on the customers acquisition which can be done through direct mailing, email marketing, online advertising etc(Lazaris and Vrechopoulos, 2014). The strategy which Digital Sense has to adopt is competitive position which can be gained with the help of extensive marketing(Lee and Kao, 2015). They also need to
develop an exclusive distribution channel with the help of local service providers so that they can serve people efficiently and quickly. 3.2 Value Positioning Value positioning helps the companies to provide a greater value to the customers which is delivered and communicated to the customers. This helps the company to identify the features and the values of the products and the services which they provide to the customers. It facilitate the company to take over the competitive advantage upon others(Lilien and Grewal, 2012). Digital Sense provides solutions to various problems related to data storage, recovery, data design, clouding etc. The company provides values from both sides which enable the clients to park their data with the company and that of Digital Sense with them. The company focusses upon providing various solutions such as data centre hosting in which the services, features and the capabilities can utilised of the same data centre from a different platform. This increase the scope of the resources which are held by the company to cater more customers. The other solutions which they provides includes disaster recovery of the data lost by the clients, cloud solutions where data can be kept at single place etc. All such solution provides competitive advantage to the Digital Sense as this make their brand more unified. 3.3 Building and managing the brand equity and relationship The brand building helps the company to create awareness and promoting the services of the company with the help of various techniques of the advertising. This help the company to make their products and services familiar with the customers(Long, 2017). Digital Sense has their app and digital presence by way of their websites, this make the clients to reach to the company. The top designers of the company and the one which are hired by the company focusses upon the creating a functional and attractive interface which can be promoted by way of digital marketing. The focus on the branding facilitate the company to become audibly and visually recognisable among the target market. On the basis of such branding the company can identify their customer base which will help them to determine various strategies related to financial and strategic interest of the customers. A recognisable brand helps the company to develop perception about the company in the eyes of the customers which helps them to attract and retain them.
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3.4 Energizing and leveraging the business The company has been launching in UK with their innovative services which help them in enhancing their competitiveness in thefield of innovation and technology service industry. The program for customer experience which is launched by the company will help them to energise the brand as it will make their customers more engaged and aware about the services of the company(Magrath and McCormick, 2013). This campaign is designed by the company for a period of six months in UK in which they will invite customers who uses such services and offers their services for a few days on trial basis. It will make their customers familiar with their services and the benefits which they will have from their services. For expansion n any country it is suitable for the company to go for brand extension as the brand is already existing and on such grounds the customers can trust the company. Digital Sense need to monitor the changes in the marketing strategies of the competitors and on the basis of which they need to adjust their strategies so as to match up with competitive advantage. 3.5 Creating new business Whenever a company enters a new market they have to faces various barriers in terms of innovation and competition. The innovation can help the company to categorised their products into sub products instead of changing the characteristics of the company(Malaval, Bénaroya, and Aflalo, 2014). Such innovation helps the customers to forms a perception about the brand which will make them to prefer their product over that of the competitors. On the basis of above research and analysis the two suggestions are provided to the company that they need to consider while expanding their business to UK: To generate awareness about the product and the services of the company with the help of various channels such as digital platform and advertising. To utilise the sense of coverage of the company and their capability to utilise the competency(Marcelo Torres, Veríssimo Lisboa and Yasin, 2014).
4.0 Budget and Timeline Particular31/12/15 ($)31/12/16 ($)31/12/17 ($) Implementing technology cost 15000-- Promotional expense900080006000 Advertisement expense 600056005800 Catalogues200040003000 Training charges650080008500 Total Cost385002560023300
CONCLUSION From the above report it is concluded that the company need to consider various strategic issues which can affect their operations. Such issues can adversely affect the company as they not only one set of service but the organisation as a whole. To identify the impact of such issues is crucial for the company as they have to cope up with them by formulating various strategies. The strategic marketing report helps the company to identify the impact of various external factors which can influence the business. On the basis of such analysis various tactics are identified such as marketing mix and tools which can help the company to focus on the target customers etc. Further it is also concluded that the evaluation of such plan need to be done on time so that the gap between the expectations and the performance of the services can be identified.
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APPENDICES APPENDIX 1 : SEGMENTATION TABLE BasisEmployeesCustomers GeographicWork in the city centre located in Kenmore,Queensland,Australia (Minculete, 2013) Itprovidesdatastorageanddata protectionservicesalongwithIT solution services to other companies in Australia(Mohd Suki, 2013). DemographicThereareabout11-50 employeesworkinginthe company. Theemployeesarehighly skills and talented with high software knowledge. Companiesthatarelooking forward to unique IT solutions sothattheycangain competitive advantage. It helps in designing the data centres(Najmaei, 2015). Psycho graphicSecure and safe working environment. Highsalaryisexpected bytheemployees (Nataraajan, 2012). The companies looking for consultation in technology. Wanttocreatean applicationstrategythat helps in mitigating risk and lowerstotalcostof ownership. BehaviouralChallengingworksothat theycangiveefficient technologicalsolutionsto their clients. Wantquickandeffective technological solutions to their problems(Näyhä and Pesonen, 2012). APPENDIX 2 : COMPETITOR ANASLYSIS BasisDigital SenseCISCO (UK) Objectives/ Strategies The company aims to design, build, run and maintain highest quality of CISCO is a world wide leader in IT, networking and cybersecurity solutions
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data centres to provide effective and innovativetechnicalsolutionsto companies(Noh, and Bang, 2012). anditisthelargestcompanyin networking and communication devices industry. Business scope The company can expand its market in UK as the country has many emerging ITcompanieswhoalwayslook forward to IT solutions. Thecompanycanbringinnovative features in IT solutions so that it can strategicallyexpandintheuntapped markets(O'Meara, 2016). Growth& Profit The company was founded in 2006 in Australia to provide IT solutions and servicesearnsrevenuearound$5.3 million(Pan, 2014). The company is a largest IT networking company and earns a revenue of around $49.33 billion. Organisation & Culture Thecompanyencouragesits employees so that they can participate incompanydecision-makingwhich will help in efficient decisions as it follows role culture. Thecompanyfollowspowerculture where only the manger of the company tomakedecisionssothatefficient decisions can be formed(Paul, Kumar and Chatterjee, 2014). Strengths& Weaknesses S : Tries to give most efficient IT solutions to companies. W:Thecompanyisfacing competition in the market(Petrauskas, and et. al, 2018). S:ThecompanyisthelargestIT solution provider in the world. W : The company is facing competition as many companies are emerging which giveinnovativesolutionstothe companies. APPENDIX 3: PORTER'S FIVE FORCES MODEL Rivalryamong existing competitors There is a high competition in the existing market as many companies are emerging which come up with effective and efficient IT solutions which can be used by the companies to gain a competitive advantage in the market(Putra, and Hasibuan, 2015). Threatofnew entrants The IT sector is expensive to enter as skilled employees having high IT knowledge are not available in the market which makes it difficult for the
new entrants to enter into the markets(Raju, Hegde and Hegde, 2019). Suppliers bargaining power The bargaining power of suppliers so that the companies can have easy accesstologisticswhichcanhelpthecompaniestogiveITand networkingsolutionsishighsothatinternetfacilitiescanbemade available to these companies(Roselli,Carlucci, and De Gennaro, 2016). Buyers bargaining power The bargaining power of buyers is low as very few companiesare available in the market that can provide with high-end and high-value technological solutions to them(Rowley, 2016). Threatof substitutes The threat of substitutes is less in the industry as IT solutions are required by the company to be efficient which cannot be replaced by substitutes as one mistake in the IT service can lead to loss of company database which will incur high losses to the company(Sarangi and Pattnaik, 2018). APPENDIX : PESTLE ANALYSIS PoliticalThough the political conditions of UK are favourable for Digital Sense to expand its market but according to UK regulations the company will have to publish transparent data and also will have to make data protection policies strict so that database of companies can be protected(Sato, and et. al, 2016). EconomicThe company will have an economic advantage of expanding in UK as many IT companies are present in the country but as the unemployment rate in UK is low the company will have to pay high salaries to employees(Senft, Gallegos, and Davis, 2016). SocialIn UK people are very concerned about the security of their data which means that the company will have to be very careful in data protection and will have to use highly expensive software(Srivastava, 2012). TechnologicalUK is technologically advanced which will help the company in getting access to highly advanced techniques at cheaper rates in order to protect data of companies and provide high-end IT solutions ton the companies(Thongmak, 2015).
LegalThe company will face high legal restrictions and impositions as the data protection laws of UK are very strict(Turban and et. al, 2017). However the company can use the legal framework to work so that trust of companies can be gained which will help it to grow and develop in UK market. EnvironmentalThere is high internet connectivity in UK which is useful for the company to provide IT and networking solutions to its clients(Versloot, 2016). However the occurrence of climatic disasters are high which increases the disruption in internet speed which might affect the working of the company in UK. APPENDIX : INTERNAL STRATEGIC ASSETS AND COMPETENCIES Financial perspective The company can acquire funds from its investors and also by the way of long-termloanssothattheexpansionofcompanyinUKcanbe successfully done. Also lease financing, angel investors can provide finances to companies(Vurombe and Vutete, 2015). Customer perspective The company has significant position in the Australian market which helps it in building strong brand image in the market. The company will have to take the support of strong promotional campaign to expand in the market of UK (Xu, 2013). Internalprocess perspective The internal operations and processes of the company are well defined which helps it in providing efficient solutions to its clients related to IT solutions and database storage. Learning/Growth perspective The company provides training and development to its employees so that efficient skills can be developed which helps the company in providing useful solutions to their clients(Yang, 2012). Also the learning of employees can be enhanced which will increase their job satisfaction.
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APPENDIX 6 : CUSTOMER RATING (POSITIVE & NEGATIVE) The customers of Digital Sense are other companies that work in IT and software sector and need IT and networking solutions along with data storage and its security so that the company data can be well protected(Yılmaz, Mansuroglu and Yılmaz, 2013). The ratings of the customers for Digital sense are : Positive: 1) The company is efficient in providing efficient and productive IT solutions that can help companies to gain competitive edge in the market. 2) The company is doing great in its work. It helped my company by providing customized solution to my company problem(Yoo, Sanders and Moon, 2013). Negative: 1) The company is doing good but it can do better if it work on improving the efficiency of its employees. 2)The was unable to provide effective solution to the problem faced by my company and took long to respond to the problem(Zhang, Zhu and Ye, 2016). APPENDIX 7 : GOOGLE Ads Illustration1: Google ads .2019 (Source :Google ads,2019)
APPENDIX 8 : GROUP MEETING Meeting date 1 : 4thJanuary, 2019, Time : 3.30pm to 6pm, Location : The company office premises Team nameAttendanceTask allocatedDate completed AndersonpresentIdea sharing10thJanuary PeterpresentResearching20thMarch MikepresentStrategy formation3rdMay AndrewpresentFormat6thJuly