Business to business process presentation

Business to business process presentation

Group 8:

Nikita Nikitin Kers van Denderen Marine BrrL Hiu Thnh

Contents Adobe overview Adobe products & servicesAdobe market positionAdobe marketing strategy Adobe clients Dell companyDell products & services Dell market position Critical Dells issue Solutions

Adobe Systems Company overview

Adobe Systems:American multinational computer software companyCreation of multimedia and creativity software productsRecent foray towards rich Internet application software development

https://en.wikipedia.org/wiki/Adobe_SystemsAdobe products: Acrobat familyAdobe PDFAcrobat readerFlash familyMultimedia authoring programsMultimedia viewing platforms Photoshop familyVector graphics editorRaster graphics editorE-Learning platforms familyVideo editing family Marketing analytics

Adobe Segmentation

Personal useBusiness useTarget sectors Flash player Photoshop AdvertisingBroadcastingDigital publishingEducationFinancial servicesGamingGovernmentHealthcareHigh techManufacturingRetailTelecommunications

Adobe Segmentation Base benefit/use approach The needs: Interactive content authoringAdvanced digital insights and optimize marketing strategiesVideo production platformsMultiple devices engagement Education and study applications for Universities

Industry

Need

Offer

Adobe systems: positioning map

Market-shareDiversity

*In terms of B2B segment

the thing is none of these brand are being considered as poor operationI just put them in, not arrange them yet

Intel tends more to the hardwareIBM tends more to storage with securityGoogle goes to popular by focus on personal use more then businessThen 3 of these will have lower marketshare comparing to the others and Adobe

Adobe systems:Market position overviewSWOTPorter Pestel Positioning map SWOTStrengthsThe products are embedded in 98% of internet enabled desktops, hence increasing customer reachCulture of continuous innovation helps adobe to retain customersAdobe has combined digital media with data creation which is very helpful to professionals, leading to increasing loyaltyHas around 9,000 employees globallyAdobe also has major development operations in 9 countries One of the most trustworthy and recognized brands globally

Weaknesses

1. Adobe does not have a differentiated product by which it can foray into linux OS2. The creative software packages or suits are not attracting customers as they are too costly3. The inventing features by adobe are not customer oriented well-enough. The customers marginal satisfaction is lessOpportunities

1. The brand is well established in market, brand extension can help in launching newer products2. Having an innovative driven culture and workforce, the company has the potential to identify and capitalize on customer needs3. As reach of computers is increasing exponentially in industries, more markets are opening4. Acquisition of smaller players can help in increasing product portfolioThreats

1. Many computer users are shifting to Linux(open source). Absence of adobe products in linux may lead to customer loss2. The newer versions of software are perceived more unstable by some professionals who can create negative publicity3. Some companies have banned adobe to develop products for them. E.g Apple. More customers shifting to apple, will lead to higher loss of customers for Adobe

Marketing strategyBrand imageMission statement Adobe revolutionizes how the world engages with ideas and informationBrand Promise Adobe enables people and organizations to create engaging experiencesBrand Identiy Adobe is exeptional, involved, genuine and innovative

Marketing strategyProduct:

Price: Top expensive software companies Countries price diversityVariety of discount offers

Diversification *Ansoff matrixAnalyticsAudience ManagerCampaignExperience ManagerMedia OptimizerPrimetimeSocialTarget

Marketing strategy

Adobe Systems:Clients

DellCompany overview

Core Business:

ProductionDevelopmentsellingrepairsupport

of computers and related products and services.

Fine points:

More than 103,300 employees worldwideOne of the largest technological corporations in the worldConstant Fortune 100 member

Industry:

Computer hardwareComputer softwareIT servicesIT consulting

American multinational computer technology company based in Round Rock, Texas

Different pricingDell Market segmentation Income, occupation and education impact the product offer

DellTarget AudienceHousehold customer

LaptopsDesktopsElectronicsTabletsSmall business

LaptopsNetworking devicesSoftwarePublic sectors

DatabaseSecurity softwaresNetwork softwareEducation systemLarge enterprise

DatabaseSecurity softwaresNetwork softwareEducation system (of higher security)Relationship customer Transactional customer

largest portion of profitlong-term corporate relationshiptailored customer-specificprice-sensitive looking for low costregular upgrade purchase patternsadded value products

Dell influence factorsEconomic downfallThe strategy of Dell depend on the buying power of its customers. When the purchasing power decrease, the revuene will followRise of competitionDell has compared to their competitors a product and business diversificationLegal issuesIf Dell doesnt handle any conflicts with their costumers it could lead to reputation lost

RelationshipAdobe & Dell

Longterm relationshipPerspective of AdobeCurrent situation

Used by 1.000 employees of Dell

The sofware is only used in the Marketing Department

The website is not yet fully operated by the softwareFuture

Oppurtunity to expand the software for more employees

Possibilities to expand analyses tools to other departments of Dell

The website fully runed by the software

The relationshipDell The critical issue the soltion for dell with Marketing cloud

Short term

Centralizing digital analyticsOptimizationExperience management capabilitiesRaising awareness for data-driven strategies company-wide Used by 1.000 employees of DellMarketing system is not yet fully operated by the software

Long term

All round support and training for marketing department DellIn order to expand the software for more employeesThe whole online marketing system run by the software

The outcome of the relationship

Solution options Short term:Adobe Marketing CloudAdobe AnalyticsAdobe Target,Adobe Experience Manager solutions

Long term:WorkshopsSeminars

Increased access to rich analyticsEnhanced support for business customersOptimized multi-device customer journey Data driven strategies use

More people engagedHigher efficiency

Thank you for your attentionAny questions?