Marketing Mix for a Service Company
Marketing Mix Analysis for a Service Company -- Gartner Inc.
Gartner Group (NYSE:IT) is a $1.3B provider of IT consulting and industry analysis services for the enterprise software, technology and outsourcing industries globally. The company operates in over 20 countries globally, with offices and teams of analysts and project management professionals available for implementing business process re-engineering, enterprise software and wide-scale IT deployments. The four most dominant countries include China, India, the United Kingdom and the U.S. Each of these countries is at varying levels of maturity in their IT requirements and needs, and as a result the marketing mix Gartner uses within each varies significantly. The intent of this paper is to analyze the marketing mix Gartner relies on across these four geographies.
Assessing Gartner's Product and Services Strategies
Gartner's expertise in the areas IT consulting, vendor evaluations of enterprise software vendors and the ability to manage large, very complex evaluations of enterprise resource planning systems are well-known and respected in the industry. Their global reach with published research which is one of their primary products, is also exceptional. There are however significant differences between China, India the United Kingdom and the U.S. In the area of products and services strategies. In China the focus is on how to get the first enterprise resource planning (ERP) systems up and running, including how best to integrate supply chain management modules and planning systems together. Gartner's reputation in the U.S. And throughout Europe acts as a catalyst of credibility in these emerging markets. The reliance on brand equity as an essential part of the marketing mix, specifically in the area of product functionality, is essential for any enterprise to scale across multiple geographies...
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