Japanese IT multinational, market entry strategy
Situation
A Japanese IT multinational required a strategy to enter the European market.
Approach
We performed a detailed appraisal of the European Middleware market and competition. We led the primary research and interviewed the directors of System Integrators and Application Service Providers on customer needs. We developed and recommended a hybrid growth strategy, both externally and organically via global licensing and alliances, as the only viable option within the time window of opportunity.
Results
The report was successfully presented to the Japanese board. The recommended strands were to elaborate the global vision and strategy, to improve and re-position the product offering on Internet-Enabled Business Integration, to develop coherent channel mechanisms covering information, marketing, sales, and support, to establish the supporting organisation, management and infrastructure, and to make selected acquisitions to gain customer base, staff and technology.