UOW-MBA-Intake 3-GroupB-Marketing Management-A4019790-Presentation

Product line extension - Situation analysis forSAP – Apparel Enterprise Resource Planning : 

Product line extension - Situation analysis forSAP – Apparel Enterprise Resource Planning By Theja Wickramanayake A4019790

SAP COMPANY PORTRAIT : 

SAP COMPANY PORTRAIT Founded in 1972 in Mannheim, Germany as  Systems Applications and Products in Data Processing Today, as one of the world leaders of business software, SAP holds sales and development locations in more than 50 countries worldwide Core business of SAP is selling licenses for software solutions and related services. The solutions cover standard business applications and technologies as well as industry specific customised applications

PRODUCT : 

PRODUCT Apparel industry consists of makers and sellers of fashionable clothing. Apparel manufacturing specific Enterprise Resource Planning solution – SAP AFS Handles massive volume of information generated in Fashion/ Apparel value chain.

PRODUCT EXTENSION : 

PRODUCT EXTENSION Target Industry - Buying groups of the Apparel Clothing Industry These buying offices purchase clothing and accessories for apparel retailers. They analyze trends, needs and budgets of their customers to purchase fashions that at a price that their target customers want to pay by working as middlemen Target Industry

PRODUCT EXTENSION : 

PRODUCT EXTENSION Extended solution is a Buying office activity planning tool Named as SAP PLANNER ABO® Consists of three main components Order Planning Time & Action Planning MRP (Materials Requirements Planning) This makes SAP a business systems manufacturer for overall fashion value chain. Solution

SETTING THE STAGE : 

SETTING THE STAGE THE SITUATION ANALYSIS

Environment : 

Environment SAP is currently conducting their businesses in an increasingly globalised business environment Changing corporate governance law, reporting regulations and pressure of competitors Current economy – Slow down in the market. Different social backgrounds. Emerging IT trends and breakthrough technologies

MARKETING STRATEGY : 

MARKETING STRATEGY SAP‘s business growth consists of three areas The most innovative software organisation Co- innovation by collaborating with customers and partners Gain specific technologies and capabilities SAP uses Product Differentiation strategy to gain Competitive Advantage and Growth Strategy for Capabilities.

BRAND’S CURRENT POSITION : 

BRAND’S CURRENT POSITION SWOT TARGET CUSTOMER PROFILE

SWOT : 

SWOT Strengths Competitive advantage through innovation Research and development capabilities Specialized & carefully chosen professional team Customer loyalty and reputation during the past Diversified and geographically spread partners and branches

SWOT : 

SWOT Weaknesses Slightly expensive than its competitors Complicated implementation process Change management Opportunities Every implementation leads to strategic partnerships with the customers

SWOT : 

SWOT Threats Global economic downturn Foreign currency risk and regulations Less expensive niche competitors with competitive products Undetected product errors (Even after tests are performed)

Target Customer Profile : 

Target Customer Profile Who – Businesses with information management needs. What – Enterprise Resource Planning solution. Where - Asia-Pacific region, American and the European regions. Why - To manage and interpret the massive volume of information generated in today's dynamic businesses. How – Implementation and development through SAP global services partner companies

Thank you. : 

Thank you.