Developing a Marketing Strategy for Quest Software International

This report, focusing on Quest Software International Limited, explores the development of a comprehensive marketing strategy within the competitive IT service provider landscape. The report begins with a background of Quest Software, detailing its operations, financial status, and global presence. It then identifies the project's core topic: developing a marketing strategy to enhance brand value, increase profitability, and improve operational security. A literature review highlights the challenges faced by IT service providers, including the need for strategic marketing to address market changes and consumer behavior. The research aims to develop a marketing strategy, boost profitability, and enhance security measures. The methodology includes both primary and secondary data collection methods, utilizing surveys and online resources. The report is structured to include a detailed analysis, findings, and recommendations to improve Quest Software's market position and operational resilience. The project will use a combination of qualitative and quantitative data analysis methods. The research emphasizes ethical considerations throughout the process.

Running head: BUSINESS MANAGEMENT WITH MARKETING
Business management with marketing
Name of the Student
Name of the University
Author Note

1BUSINESS MANAGEMENT WITH MARKETING
Table of Content
Background:.....................................................................................................................................2
Project topic:....................................................................................................................................2
Literature Review:...........................................................................................................................3
Purpose of the research:...................................................................................................................4
Research Method:............................................................................................................................4
Reference:........................................................................................................................................5

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Project statement
Background:
Quest Software International Limited was formed in 2002 at Mahon, Cork, Ireland as a
manufacturer and distributers of enterprise system management software. The company operates
as a subsidiary of Quest software Inc. Quest Software International Limited is currently
connected with several large industries namely Aeronautics, Automotives, Medical services,
Fossil Fuel and Education. The current yearly turnover rate of this company is 324.5 Million
EUR while having the Net Assets of 157 Million EUR (Quest.com 2018). The company offers
software comprising application management, database management, windows management,
virtualisation management and business value solution globally. The official website of this
company is www.quest.com and current director is Aiden Lyne. The parent company Quest
Software is operating globally while having around 10000 employee and 42 operating centres in
various country.
Project topic:
After alteration of the source coding assembler in majority of the standardised database
management operation in 2015, the industry level competitiveness for the IT service providers
has been changed significantly. The topic of this project is first, developing appropriate
Marketing Strategy for Quest Software International Limited in order to gain maximum
competence level in global IT industry while implementing those strategic decisions in a specific
way that can increase the brand value significantly while making the potentiality of boosted
profitability. Another aspect is increasing the operational security within the organisational

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operation as well as for external service providing in a way that can resist any risky and
unauthorised third party interference.
Literature Review:
According to Beecham et al. (2017), more that 36% of the global IT service providers are novice
and are constantly making their services diverse to capture the market. On the other hand,
changing the parent company name from Dell Software to Quest software again caused some
confusions and changes in consumer behaviour. These problems can be resolved with Marketing
Strategy Development and Implementation. Strategic marketing allow the company to choose
appropriate promotional tool through which they can increase the brand equity while formulating
the competent relationship with industry to gain maximum profit. Through their official website,
the company communicate with their consumers on regular basis through forum and Peer to Peer
messaging to solve their problem (Hutt & Speh, 2012). Developing new marketing strategy to
beat the new entrees while making the consumers concerned about the uniqueness of Quest
Software International can solve this dilemma. Implementation of these strategic decisions for
marketing should include all the necessary evaluation plans that ensure the sustainability of the
brand equity while keeping their values, ethics, communication and integrity. The major
concerns in this context are maintaining strong relationships with vendors, online promotion
partners and consumers, improving the quality of the service and diversify the potential offerings
(Lasserre 2017). Therefore, the objective of this project can be divided in three consecutive
segments.

4BUSINESS MANAGEMENT WITH MARKETING
Purpose of the research:
The major purpose of this project is to develop appropriate strategy for Quest Software
International Limited. The purpose of this research can be subdivided in into three segments
described as below:
 To develop appropriate Marketing Strategy for Quest Software International Limited
 To make appropriate plan for developing the potentiality of boosted profitability for Quest
Software International Limited
 To increase the operational security within the organisational operation as well as for
external service providing in a way that can resist any risky and unauthorised third party
interference.
Research Method:
For this exploratory research the methodology will follow both primary and secondary data
collection while utilising the tools namely survey for primary data collection and online research
paper, journals, books and article as secondary resource. The government report, the annual
reports of the company, statistical analysis will be the major source of secondary research. The
research will execute both qualitative and quantitative data analysis through mix approach. For
survey, this study will focus on a particular group of people associated with this organisation or
with relevant field. Throughout the process, the ethical issues and regulation will be considered.

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Reference:
Beecham, S., Clear, T., Damian, D., Barr, J., Noll, J. and Scacchi, W., 2017. How best to teach
global software engineering? Educators are divided. IEEE Software, 34(1), pp.16-19.
Hutt, M.D. & Speh, T.W., (2012). Business marketing management: B2B. Cengage learning.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
Quest.com (2018). About Us. [online] Quest.com. Available at:
https://www.quest.com/company/ [Accessed 28 Jun. 2018].