Sapere Consulting Company, a new comer in training industry, from inception face fierce competitions from coastal training company, and rivalries has push Sapere to take action to gain market share in order to survive. Training Director and his team now under great pressure to let out a sound marketing strategy to win at least partial market share.
Back ground information.
Sapere consulting is a private business sector setup by a former China Telecom employee, who was highly recognized by his peer as an integrity entrepreneur. Because of his good relationship with China Telecom and China mobile, Sapere consulting focuses on providing service for the Operators in the mainland province. In May 2004, boards of director decided enter training industry to diversify business scope and to hedge business risks, and more importantly to maintain good customer relationship to back up consulting project and marketing research project.
SWOT Analysis
For the purpose initiates by board of director, Training Department organizes a team to investigate and thereafter hold several meeting to discuss business plan. During the meeting, Director of Training Department describes situation Sapere facing by using SWOT analysis.
Strength:
1. Close to clients geographical.
2. Good relationship with customer.
3. Through market research and consulting, better understanding of client business.
4. The founder of Sapere possesses IT companies which specialize in e-learning system design, therefore make it possible to deliver web base training courses.
Weakness
1. No qualified trainer with flame and recognize by clients.
2. Inexperience in training product design and marketing.
3. Weak in quality control of training product designing and delivering.
Opportunity
1. Niche market in web base training course emerging, and clients have show great interesting.
2. Unfulfilled training need in client’s middle and low level management position
3. Client’s requirement shift to more skill and competency development focused.
Threat
1. Coastal training companies have demonstrated interesting in web base training.
2. Client became increasingly demanding.
3. Competitor develop training product quickly and sometimes more professionally.
From SWOT analysis mentioned above, the team drawn strategic matrix as table1-1 shows.
Strategy summarize
