Published by MBA Skool Team, Last Updated: December 01, 2016
Marketing Strategy of SAP analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on SAP marketing mix, help the brand succeed.
SAP marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the SAP Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
SAP Product Strategy:
The product strategy and mix in SAP marketing strategy can be explained as follows:
SAP is a global leader in terms of providing enterprise software company products. It is used by most of the companies for their day to day work. Products and tools that are provided by SAP are so good that is unanimously accepted globally. It is because of their basic functionality, SAP is widely used for any kind of business development. To understand the marketing mix, let us see what are the products and services provided by SAP.
1. SAP Customer Relationship Management System: - Commonly known as CRM, it is the product made by SAP SE in order to target mid and large organizations that comprises of all sectors and businesses. Every business needs customers in order to survive in this competitive world. So, most of businesses have understood the importance of customers and they are using CRM tool to increase customer engagement.
2. SAP Enterprise Resource Planning Package: It is the software developed by SAP to capture all the key functions of any business organizations under one belt. There are different processes that are present under SAP such as operations which include production planning, quality management, sales & distribution and materials management. Others include financials and human capital management.
3. Supply Chain Management
4. Product Lifecycle Management
SAP Price/Pricing Strategy:
Below is the pricing strategy in SAP marketing strategy:
SAP’s ERP and CRM packages have transformed hundreds of company across the globe making their processes fast and smooth.
Thus, it helps them to acquire large chunk of market and increase their market share. SAP has always priced its product based on the requirement. The more bulk order you give, more discount you are going to get. In order to expand, SAP has been acquiring national and multinational companies time to time so as to function properly. Thus the marketing mix pricing strategy of the SAP depends upon the solutions, geography and the total number of man hours used by the company.
SAP Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read SAP SWOT Analysis, STP & Competitors
SAP Place & Distribution Strategy:
Following is the distribution strategy in the SAP marketing mix:
As said earlier, SAP is the market leader when we talk about enterprise resource planning development. These tools have helped many small and large organizations to manage their business effectively. Certainly, these tools have helped businesses to speed up their development processes. SAP is present in more than 190 countries with its regional office present in more than 135 countries. SAP combines with local firms in order to reach their customers. SAP has acquired small businesses keeping in mind to expand its services across the globe.
It operates in six geographical areas:-
• APJ – Asia Pacific and Japan
• Greater China
• LAC – Latin America and Caribbean
• MEE – Middle and Eastern Europe
• EMEA – Europe, Middle East, Africa
• NA – United States and Canada
SAP Promotion & Advertising Strategy:
The promotional and advertising strategy in the SAP marketing strategy is as follows:
SAP is one of the best companies to work with. It is the dream companies for most of the engineers and developers. It is because of its work culture and ethics that many people prefer to join and work for longer period of years. It has been seen that the retention rate of SAP is quite high as compared to other companies. It is the reputation and the brand value that it has developed through its standard products helps to make promotions. They hardly goes for any kind of print advertisements. One of the major promotions is done through word of mouth as they hire people which work with all the big companies of the world. They also target governments of various nations and all kind of enterprise from small to big firms. They have an idea where they help upcoming firms with their newest technology and make them to give best results. Hence, this covers the SAP marketing mix.
Systems, Applications and Products in Data Processing commonly known as SAP is a Germany base multi software corporation with its headquarter at Walldorf, Baden-Württemberg, Germany. It was founded in the year 1972 by a group of five people Dietmar Hopp, Hans-Werner Hector, Hasso, Plattner, Klaus Tschira and Claus Wellenreuther. Since then, it has expanded worldwide and has offices in around 130 countries. SAP is known for designing enterprise software that helps in maintaining relationship with the customers and managing their business operations. SAP is known for its employee centric culture and friendly environment to work in. It has around 77,000 employees working across the globe. It caters to around 2, 94,000 customers that are spread across 190 countries.
It is listed in Euro Stoxx 50 stock market index. It is certainly one of the best companies to work for.
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