Analysis of Marketing and Management in a Business Context Report

This report provides a business analysis of Andersen Consulting's marketing and management strategies. It examines the importance of rebranding, the characteristics of the company's brand equity, and the challenges posed by competition from IBM. The report details the rebranding process, including the rationale behind it, the steps taken, and the role of marketing investments. It analyzes the impact of the company's separation from Arthur Andersen and the selection of the name Accenture. The report also explores the competitive landscape, particularly the challenges posed by IBM, and the effectiveness of Tigerwood as a spokesperson. Recommendations are provided to enhance the effectiveness of business rebranding. The report emphasizes the significance of effective marketing strategies in achieving business objectives and maintaining a competitive edge in the market.

Running Head: MARKETING AND MANAGEMENT
BUSINESS ANALYSIS
Name of Student
Name of University
Name of Tutor

2
MARKETING AND MANAGEMENT
Executive Summary
Products and services need to be marketed through extensive ways because several other
products and services may also be available from other competitors. If proper marketing is
not done, businesses may end up in a deteriorating mode and even collapse. Of course, many
businesses have collapsed due to imminent competition and lack of proper marketing
strategies, Andersen Consulting Company is not left behind when marketing is concerned.
The main aim of any business is to achieve its aims and objectives. As part of marketing, the
rebranding precisely involves taking the construction of a new phase of the company or an
organization. It may begin from renaming the business to changing the aims and objectives of
the company.

3
MARKETING AND MANAGEMENT
Table of Contents
Introduction................................................................................................................................4
Characteristics of Andersen Consulting Company’s brand equity............................................4
Competition from IBM..............................................................................................................7
Recommendations......................................................................................................................9
References................................................................................................................................11

4
MARKETING AND MANAGEMENT
Introduction
Rebranding is one of the most important product or service marketing strategies that a
company can rely on. It is one thing that strategists consider to ensure their businesses shine
both locally and globally. Products and services need to be marketed through extensive ways
because several other products and services may also be available from other competitors. If
proper marketing is not done, businesses may end up in a deteriorating mode and even
collapse. Of course, many businesses have collapsed due to imminent competition and lack of
proper marketing strategies (Pederson, Dudenhoeffer, Hartley, and Permann, 2006).
Andersen Consulting Company is not left behind when marketing is concerned. From the
case, it can be seen that the company has transited through several steps both in which some
of the steps it faces challenges, but bravely enough, they have managed through plains and
mountains. Through the years, the company has ensured a consistent improvement both
internal and external image changes.
Characteristics of Andersen Consulting Company’s brand equity
During the late 1990’s, the company has rebranded its image through a series of steps to
ensure that it meets the needs of its clients. This period is characterized by the separation of
Andersen Company from its founder Arthur Andersen. The company wanted to be free from
the obligation of Arthur Andersen. It has been shown in the case that the process included
rebranding in the form of changing the name of the company, advertising the new name to
old and new customers, improving the internal and external structures, and enhancing the
overall image of the company. The brand equity of the company was therefore, characterized
by many activities that the management understood were going to improve the status of their
company. Taking a closer look at the way the company did a rigorous campaign for its
rebranding to take effect, we can understand that many factors played an important role in

5
MARKETING AND MANAGEMENT
ensuring that the building the company’s equity is achieved. Throughout the process, the
company has enabled an easy navigation through many ways of handling issues within and
outside the company. One of the important factors that have influenced the rebranding is to
exercise independence and self-control. By separating from Arthur Andersen, the company
will have a monopolistic influence on its activities both internally and globally (Yuan, Chen,
LePoire, and Rothman, 2008). When the company pools its resources to be independent,
there would be a number of things that will not have a direct link to the founder of the
company, precisely; the decision-making process will be the work of the top management of
the company rather than being left for an individual. Apart from independent decision-
making, the company will have given the stakeholders opportunity to take part in the
management by giving their opinions to help in decision making as well (Setola, De
Porcellinis, and Sforna, 2010).
The rebranding of the company was boosted by heavy investment for marketing and
specifically for rebranding and repositioning. The case study reveals that the Andersen
Consulting company increased the allocation from 75 million dollars to 100 million dollars.
However, the company was prepared for such huge financial project because two years
before the exit from Andersen, it had overhauled its visual identity as part of the adequate
rebranding of the company (Scottish Executive, 2005). During the process of rebranding and
repositioning, the company became one of the best in terms of advertising that time due to the
huge amount allocated for rebranding which included conducting a new research and
advertising their services. The Andersen Consulting Company has been having a strong
reputation for the new launch that includes its stronger command of the large audience. Since
it began several years ago, this company has built a very strong relationship with its clients
(Business and Administration, 2007). Therefore, even if the management is changed, there

6
MARKETING AND MANAGEMENT
would be the very little effect on its market base except, a little rebranding may be needed to
inform the clients about its continued service provision and position.
During the rebranding process, the management of Andersen Company was also tasked with
the work of finding a new name. When a company is doing a rebranding, it is important to
have a different name, which is different from the initial name (Ted, 2013). This will help the
company completely delink from the obligations and responsibilities of the individuals or
original stakeholders. The company must therefore, search for a different name that will
enable it to be completely independent. The Andersen Consulting Company, therefore, had to
look for many names that would fit them. The management went ahead to assign teams to
come up with names and lastly choose one name for the company after doing a thorough
search to ensure that they do not use another name which is currently registered or being used
by another company. Interestingly, the employees of the company came up with 550 names
to choose from (Nieuwenhuijs, Luiijf and Klaver, 2008). After serious scrutiny, they were
able to come up with a name that would fit the company for its customers, employees, and
the corporate world.
Now, it is important to mention that the period for the company to change all these things was
too short. The management team had to work long hours and within the shortest time possible
to make everything a reality. As usual, for a big business enterprise like Andersen Consulting
Company to rebrand, there should be enough time to allow all the processes to complete
exhaustively (Rinaldi, 2011). Any rush will make some of the necessary undertakings not to
be done properly.
After looking at these many company names, the team agreed to use Accenture as the
recommended name. The consulting team recommended this name after narrowing the search
to ten names. The executive committee picked the name Accenture because it clearly fits the
vision and the position of its clients (Government Accountability Office, 2009). Additionally,

7
MARKETING AND MANAGEMENT
the name Accenture seems to them to be catchy and distinct from other names of other
companies. From the fact that the employees created the name, the executive management
believed that the name has all that it takes to build consensus between the employees and the
corporate world.
After everyone else had agreed about the new name, it was time to announce it by launching
the new name. The Andersen Consulting Company took the initiative to announce the name
so that all their customers could be aware of the changes. This took place on December 31,
2000. The company adopted the new name, which followed the creation of the company’s
new corporate website that was different from the original website. All these were done to
enable the company to wear a new face through rebranding and repositioning. It is important
to note that the company conducted two types of launching, for example, the internal launch
and the external launch (Government Accountability Office, 2009). The external launch
involved the corporate environment and the customers, while the internal launch involved
creating awareness to the employees and the stakeholders about the changes that have
occurred.
Competition from IBM
The IBM is one of the main competitors of Accenture Company. Despite the fact that the
company opened its doors many years ago, it still faces threat from its competitors. The
competitors took advantage when the company was shifting its operations, for example, when
the company was rebranding and repositioning (Department of Commerce, 2007). As the
case indicates, the process took some good time. During that time, its competitors strategized
to overtake them. The IBM also has a wide base of customers derived both internally and
globally. Competition is one of the most challenging things especially when the competitors
are doing all they can to deliver the best services than any other company around (Brunner
and Suter, 2008). The most important ways of achieving the best market demand are through

8
MARKETING AND MANAGEMENT
an aggressive market scan that involves serious marketing techniques. The IBM Company
has shown that its operations can go beyond the local level to the global level. Therefore,
well-structured management units and motivated employees are up to the task (Department
for Business Marketing, 2006). The many challenges faced by Andersen Company before it
rebranded and the many hours it took to complete the process of rebranding made the other
companies grab some of its potential customers. During the late 1990’s, the company has
rebranded its image through a series of steps to ensure that it meets the needs of its clients
(Barrett, Beckman Channakeshava, Huang, Kumar, Marathe, & Pei, 2010). This period is
characterized by the separation of Andersen Company from its founder Arthur Andersen. The
company wanted to be free from the obligation of Arthur Andersen. It has been shown in the
case that the process included rebranding in the form of changing the name of the company,
advertising the new name to old and new customers, improving the internal and external
structures, and enhancing the overall image of the company. The brand equity of the
company was therefore, characterized by many activities that the management understood
were going to improve the status of their company (De Porcellinis, Oliva, Panzieri, and
Setola, 2009). Taking a closer look at the way the company did a rigorous campaign for its
rebranding to take effect, we can understand that many factors played an important role in
ensuring that the building the company’s equity is achieved. Throughout the process, the
company has enabled an easy navigation through many ways of handling issues within and
outside the company (Theoharidou, Kotzanikolaou, and Gritzalis, 2009). One of the
important factors that have influenced the rebranding is to exercise independence and self-
control. By separating from Arthur Andersen, the company will have a monopolistic
influence on its activities both internally and globally.
The effectiveness of Tigerwood as a spokesperson of the company

9
MARKETING AND MANAGEMENT
Tigerwood became the advisor to the CEO and he could go beyond just giving the advice to
be the most important spokesperson for Andersen Consulting Company. Throughout this
period, the company needed a very active spokesperson who could articulate the issues
affecting the company clearly to the employees, stakeholders, and the public in general
(Borysiewicz, 2006). The period consisted of a series of changes, which had to be realized
within a short period. We can confidently say that the spokesperson was quite effective in
ensuring that the strategies, for instance, the repositioning and rebranding were effectively
planned and executed. Tigerwood ensured that the activities that were planned to take place
within that short notice were completely comprehended by the targeted people. However,
there were many challenges that could make him fail to discharge his responsibilities
effectively. Since Andersen Consulting Company is a global company, its operations are
more complex. This makes the management and even consultations may need more time to
carry out; therefore, anyone charged with the responsibility of spearheading communication
may face challenges of having smooth, quicker, and effective communication.
Recommendations
Business rebranding and reimaging is a very important undertaking especially when the
business is transiting through certain changes. For any change to be successful, all the
stakeholders need to be part of the on-going changes so that an inclusion is maintained. The
Andersen Consulting Company aspires to be the leading global company whose existence has
been one of the fastest growing. Since it is a global company, it has a pool of employees from
all over the world. It is therefore important to have an effective communication method that
every stakeholder in the company will appreciate. The message being communicated should
reach the audience as fast as possible. It is a common phenomenon that when changes are
made in a company, there must be some resistive forces emanating from the stakeholders or

10
MARKETING AND MANAGEMENT
employees. The management should therefore devise effective means of ensuring such
changes do not bar important changes from taking place.

11
MARKETING AND MANAGEMENT
References
Borysiewicz, M. (2006). Business Management. Report IAE B-54/2006, Institute
of Business Studies, Poland
Barrett, C., Beckman, R., Channakeshava, K., Huang, F., Kumar, V., Marathe, A.,
Marathe, M., Pei, G. (2010). Cascading failures in business infrastructures:
From transportation to communication network. In: 5th Int. Conf. on Critical Business
Analysis (CBA), pp. 1–8
Brunner, E., Suter, M. (2008). International CIIP Handbook 2008/2009: An Inventory
of 25 National and 7 International Marketing. Center for Business Studies, ETH
Zurich, Switzerland.
De Porcellinis, S., Oliva, G., Panzieri, S., Setola, R. (2009). A Holistic-Approach
to marketing: Palmer, C., Shenoi, S. (eds.) 3rd IFIP Int. Conf. on Critical Business
Management (CBM 2009), pp. 215–227. Springer, USA
Department for Business Marketing. (2006). Case study analysis: Guidelines
for Development Proposals in Northern Ireland, UK
Department of Commerce. (2007). Guidance on Business Assessment, UK
Government Accountability Office. (2009). Key Actions Have Been Taken to
Enhance Business Opportunities and to Strengthen Federal Strategy and Programs.
Committee on Business Security, USA
Government Accountability Office. (2009). Comprehensive Marketing Assessments
and Stronger Internal Controls Needed to Help Inform TSA Resource Allocation.
Committee on Business Security, USA
Nieuwenhuijs, A., Luiijf, E., Klaver, M. (2008). Modeling dependencies in
Marketing strategies: Goetz, E., Shenoi, S. (eds.) Business management. IFIP,
vol. 253, pp. 205–214

12
MARKETING AND MANAGEMENT
Rinaldi, S. (2011). Modeling and simulating business management and
their interdependencies. In: 37th Hawaii Int. Conf. on System Sciences,
vol. 2. IEEE, USA
Business and Administration. (2007). Critical Business analysis and Key Resources
Sector-Specific Plan as input to International Marketing Plan. Dept.
of Commerce, USA
Yuan, Y., Chen, S., LePoire, D., Rothman, R. (2008). Business Management and
marketing strategies in the 21st century. Science and Technology
Software Centre, USA
Scottish Executive. (2005). Business Assessment and Strategic planning
for marketing techiques: A Guide, UK
Setola, R., De Porcellinis, S., Sforna, M. (2010). Business management
dependency assessment using the input-output inoperability model. Int. Business
strategic plans Protection 2(4), 170–178
Pederson, P., Dudenhoeffer, D., Hartley, S., Permann, M. (2006). International
Business Interdependency Modelling: A Survey of U.S. and International Research.
INL/EXT-06-11464, Idaho National Laboratory, USA
Theoharidou, M., Kotzanikolaou, P., Gritzalis, D. (2009). Risk-based criticality analysis.
In: Palmer, C., Shenoi, S. (eds.) 3rd IFIP Int. Conf. on Business Management
Strategies (BMS 2009), pp. 35–49. Springer, USA
Ted G. Lewis. (2013). Taking global business to a different level: Defending
Networked commerce, second edition, USA