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Essay / Research Paper Abstract
This 4 page paper looks at 2 cases is provided by the student, concerning a software company SAP, and then developed three questions that could be caused on the case studies regarding marketing. Questions are presented along with example is, looking at how the company's segmenting market, whether the company should develop a new product range for the small and medium-sized enterprises and how the image should be developed with in the international environment. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TESAPquest.rtf
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Unformatted sample text from the term paper:
more effective manner? SAP segmented the market by divided the markets they sold by the size of the operations with larger enterprises, and then the mid-market segment which was divided
into upper and lower segments. Segmenting is the division of the consumer base, or potential consumer base into categories where there are similar characteristics (Kotler and Keller, 2008). By placing
consumers into various groupings dependant on a relevant characteristic or characteristics they can be targeted in terms of the potential purchasing motivations (Kotler and Keller, 2008). The benefit of segmenting
the market may be seen in the way that the firm offers a range of products, including software solutions and differentiation services, with the focus on the client and the
needs across the range of goods there is increased potential opportunity of selling more product to the existing customers through the use of synergy; supporting a market penetration strategy and
the sale of total solutions, a strategy which has been useful to many other firms, such as IBM. The size of the organization also had an influence on the type
of products that were most likely to appeal. There were other potential methods of segmentation; this may have been based on characteristics such as geographical location. But as the
firm deals with many intentional companies this could cause some difficulties, likewise it may have been segmented by product, This may have allowed increased attention to be paid to each
product, targeting each product and developing it, this may increase the number of individual customers for each product range, but this is a fragmented approach which would not necessarily give
the of the range of product and have a potential higher cost per sale as it will not support the cross product range sales to the same level as a
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