From the place or distribution standpoint, Cincom relies on a direct sales force for the majority of its sales. This translates into the sales force for Cincom visiting the companies who are interested in purchasing their solutions and providing conference room pilots or demos of their software. Cincom also concentrates on creating demos that match to the needs of their customers exactly, by first evaluating the process workflows and procedures that are most in need of improvement within a customers' business. Cincom will model a customers' entire business to provide insights into how their software can streamline the overall production process.
Finally on the promotional aspect of their marketing mix for CONTROL, Cincom relies primarily on customer references and a series of videos of customers sharing how the ERP system has helped to streamline their overall operations. There is also a series of brochures and data sheets, and self-running demos so customers can learn more about the system. Cincom uses customer references more than any other approach to gain new customers and instill trust in their ERP system.
International Marketing Strategies
Cincom has for over a decade sold into the Chinese market (Asia Computer Weekly, 1998). Starting first with the Cincom CONTROL ERP system and later with Acquire, Cincom has continually invested in this region of the world as the pace of manufacturing growth has been far above the rest of the world. As a result, Cincom has had significant success.
One of the factors that has also helped Cincom move into the Chinese market is the remarkable number of ERP system failures by its competitors. It is well-known that the majority of ERP implementations within China fail due to a lack of culture fit or consistency (Xue, Liang, Boulton, Snyder, 2005). Cincom uses a variety of strategies for ensuring success in China,...
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