Developing an overall marketing plan for a company

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Developing an overall marketing plan for a company

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company, Business Web Agence, business, mobile application, management, market, strategy, marketing strategy

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Abstract

Founded in 2006 in Dijon by Ezéchiel Mérite and Nathanaël Mérite, two twin brothers respectively project manager engineer and information and software system engineer. In 2010, the company changed premises and moved into those that combine modernity and conviviality for the study, creation and monitoring of projects. In 2015, the company created its 1000th website in Dijon. In 2019, the company is expanding and offering new spaces to its employees. In 2023, Business Web Agence has more than 30 employees, each of whom is an expert in their field.
As a custom software creation company, its expertise as a software publisher, software designer and IT publisher allows it to meet the unique and individual needs of each client. This software building company also specializes in providing software-as-a-service (SaaS) software solutions to help businesses improve their operations and performance.

Choice of the company
Does this business need to expand internationally ?
Choose 3 countries to enter and decide the market entry sequence
For the first country to enter, choose the market entry mode

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[...] Designed to be entirely scalable and modular, the software adapts to all business needs (production, suppliers, HR, etc.). -Native or hybrid applications. Business Web Agence create apps for their clients using Flutter. At Business Web Application the cutting edge of technology is honored to better support its customers. Warahouse Management System solution (bwa'wms). Anxious to provide solutions adapted to customer needs, BWA'WMS (Warehouse Management System) allows customers to manage their activities in warehouses. Does this business need to expand internationally? [...]

[...] Strengths: -The Business Web Agency company can rely on a strong and dynamic team -The Business Web Agency company has a strong position in Dijon that it can transpose to other environments and in particular to Greece. Opportunities: -Custom software creations are of interest to companies and individuals in Greece, which is an opportunity for the Business Web Agency company. We have to choose between two main strategies. First, the watering (shower) strategy versus the waterfall strategy for new products. Each of these strategies has advantages, as well as disadvantages compared to the other. [...]

[...] Journal of international Marketing, 9-30. Tallman, S., & Fladmoe-Lindquist, K. (2002). Internationalization, globalization, and capability-based strategy. California management review, 116-135. Horská, E., Krasnodębski, A., & Matysik-Pejas, R. (2017) Global food product development. Consumer trends and new product opportunities in the food sector Åkesson, A. (2020). [...]

[...] waterfall strategy) can provide first mover advantage . This strategy makes it possible in particular to seize an emerging opportunity ; it facilitates early market penetration in a number of markets; it allows a company to achieve economies of scale in production and marketing by integrating and consolidating operations in these markets. This strategy allows the launch of product extensions (or incremental innovations) before the competition enters the market . But the watering strategy requires substantial financial and managerial resources. [...]

[...] This is because taking off in one country can increase the likelihood or pressure of taking off in other countries. In this way, a fast start in a given country or group of countries can convince distribution channels in other countries with slower starts to offer the new product and support it adequately. As another benefit of the waterfall strategy over the watering strategy is that an early take-off can "generate revenue that can be used by the company to improve the product and market it more aggressively and introduce it into the market. [...]

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