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To make introsys the top-of-mind company in the industrial automation solutions- industry for new manufactoring segments
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| 6.91 MB | Adobe PDF |
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Resumo(s)
Introsys is a company in the industrial automation solutions’ industry, with 20 years of
experience in the market and it is highly associated with the Automotive industry.
A new target segment for the company was identified in order to diversify its customer
portfolio, diminishing its dependency from the Automotive industry, through a Potential-Risk
Matrix and Market Research.
A complete marketing business plan is then developed to support the company’s entrance in
the new identified market segment in the textile industry, covering marketing strategy,
marketing mix and sales strategy considering company goals and constraints.
Afterwards, an in-depth analysis with a theoretical perspective is conducted for the pricing
strategy. It starts with a reflection about Introsys’ current Pricing Strategy that is followed by a
shift from a Cost-Based approach to a Value-Based strategy. This extensive analysis is an
individual contribute to the group report developed for Introsys
Descrição
Palavras-chave
Marketing Introsys Pricing strategy B2b Cost-based Value-Bbased True Eeconomic value Perceived balue