CAESAR IT SERVICES MARKETING MULTIPLE VALUE PROPOSITIONS IN ONE FIRM Harvard Case Solution & Analysis

Introduction/Key Issues

Caesar has been a professional Information Technology Services company that has been a part of the Dutch IT market since the year 993. The primary or the first value proposition for the company has been to provide the customers with the qualified human capacity at a rather low hourly rate or the daily rate. In order to overcome the increasing threat of competition and the commoditization of the services, Caesar launched a new value proposition in the year 2003, which was known as Time Value projects that consisted of the delivery of complete IT projects that have guaranteed on time and the element of being able to become available at premium price. However, in the year 2005, the company marketed two of its major value propositions where the management used the integrated organizational routines and a single brand name. The idea led to three major problems or key issues within the firm that created frustration amongst the team members. The first issue that was prevalent was the fact that the integrated brand name led to the diffusion of the marketing proposition towards the prospect customs. The next problem was the issue of sales where the sales manager faced issue in selling two diverse products within the same portfolio. The final issues faced by Caesar include the organizational procedures that have fostered conflict, lack of collaboration and frustration amongst the employees.

Recommendation

Based on the problems that have been identified in the case, in order to overcome the first problem, the management of Caesar needs to differentiate the two products by using different brand names. As for now, the company has been selling the two major products under one brand name therefore, in the future facilitating the customers and to make the two products available differently would make the company achieve decent sales volume. Therefore, separate brand name needs to be used while promoting the two major products of the company.

The portfolio for the two products should also be different. The company needs to offer differentiated portfolios for the two products so that the customers can know the reason of the tow in the market by Caesar. Along with this, it would also help the company to offer diverse range of goods to the customers who have been offered quite a few products in the market due to the increasing potential in the Dutch IT market.

In order to overcome the last and the final issue, the company needs to make sure that it has two separate teams of human resource or employees who would be instated to sell the two products. As for now, all the company’s products are being sold by each sales representative. This has created a lot of hassle and issues amongst the employees. Therefore, in order to overcome this dilemma, the company needs to work in favor of developing two separate teams of employees and should make them work independently where the sales figures of the other group should be compared. This way the increasing conflicts and issues amongst the employees can be resolved.

Analysis

SWOT Analysis

Strengths:

The major strengths for Caesar are that it has been offering high quality products within its product profile. Moreover, the prices of the products offered by the company are also market competitive. Along with this, the brand image or the brand equity has also been decent one for the company.................................

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