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Abstract
This case looks at the strategic marketing issues faced by Qumas, a company marketing document management software. Qumas markets its products to companies that operate in government regulated sectors, ie pharmaceutical, chemical and aerospace industries. The company has been developing and marketing products since 1994 and has recently opened sales offices in the east and west coast of America and Brussels. At the time of the case the company is attempting to identify a viable market position that will allow it to continue to grow. The case provides a basis for discussing strategic marketing of software products as well as business to business marketing. The issue of how the company should finance its growth is also addressed.
About
Abstract
This case looks at the strategic marketing issues faced by Qumas, a company marketing document management software. Qumas markets its products to companies that operate in government regulated sectors, ie pharmaceutical, chemical and aerospace industries. The company has been developing and marketing products since 1994 and has recently opened sales offices in the east and west coast of America and Brussels. At the time of the case the company is attempting to identify a viable market position that will allow it to continue to grow. The case provides a basis for discussing strategic marketing of software products as well as business to business marketing. The issue of how the company should finance its growth is also addressed.