Product Type: Market Research Report
Published by: AMI-Partners, Inc.
Published: April 2009
Product Code: R149-473Description This report provides PC manufacturers, vendors and marketers a clear understanding of how the SMB market has been impacted by the current recession. It begins with higher-level changes and impacts to the market and then provides key year-over-year (YoY) changes that have occurred since the start of the downturn.
In addition the report provides the critical blueprints to:
- Segment the SMB market in a way that capitalizes on the downturn
- Target based on needs, behaviors and planned spending
- Optimize marketing to ensure the highest return-on-marketing-investments (ROMI)
The current recession offers PC manufacturers and vendors new opportunities and challenges. The challenges include highly constrained spending, prolonged replacement cycles and pervasive expectations relating to PC discounts and aggressive price promotions.
The opportunities come from segmenting the market from a customer-value perspective and aligning offerings and marketing to the more pronounced pain points, new willingness to view and use technology to help businesses run more effectively and embracing non-traditional marketing approaches.
Table of Contents Executive Summary
Impact of Economy on SMBs
Overview of SMB Computing Market (BR and MX)
PC Purchasing: last 3 months vs. next 3 months
Mapping PC Purchasing to Current SMB Pain Points: Marketing implications
Concern About Impact of Economy on Business
Current & Planned Cost-Cutting Measures
Measures to Increase Revenue
Expectation of IT Investments Over the Next 6 Months
Key Differences Between SBs and MBs
Value-Based Segmentation Approach
Value Segmentation Approach: Why it matters and how it works
Attractiveness of Each Market Segment Relative value per segment (BR)
Attractiveness of Each Market Segment Relative value per segment (MX)
BR HVCs are attractive targets as they spend more on computing
MX HVCs also spend more on computing relative to their segment contribution
SB Customer Value-Based Segmentation BR and MX segment definitions
HVCs, LVCs & NVCs: SB Firmographic Overview
HVCs, LVCs & NVCs: SB Spending Overview
HVCs, LVCs & NVCs: Primary challenges facing Brazil SBs
HVCs, LVCs & NVCs: Primary challenges facing Mexico SBs
HVCs, LVCs & NVCs: Sources of information: Brazil SBs
HVCs, LVCs & NVCs: Sources of information: Mexico SBs
HVC’s, LVC’s & NVC’s: Sources that inform IT purchases
MB Customer Value-Based Segmentation BR and MX Segment definitions
HVCs, MVCs & LVCs: MB Firmographics Overview
HVCs, MVCs & LVCs: MB Spending Overview
HVCs, MVCs & LVCs: Primary challenges facing MBs
HVCs, MVCs & LVCs: Primary challenges facing MBs
HVC’s, MVC’s & LVC’s: Sources of information
HVC’s, MVC’s & LVC’s: Sources of information
HVC’s, LVC’s & NVC’s: Sources that inform IT purchases
Opportunity Around Key Segments
Three Steps to Optimize the Opportunity & Capture High Value Customers
Mapping Business Actions to Solutions
Analyze Bundle & Value Proposition Implications
Align Marketing & Product Initiatives
Mapping Business Actions to Solutions and Value Prop Implications
Analyzing Solutions and Business Challenges Gauging opportunity around IT solutions
Analyzing Solutions and Business Challenges (continued) Gauging opportunity around IT solutions
Opportunities around Internet-based Applications Addressing cost-cutting
Opportunities around Internet-based Applications Addressing cost-cutting (continued)
Opportunities around CRM and E-marketing Addressing improved customer revenue
Opportunities around Productivity and Groupware Addressing improved business & employee productivity
Opportunities around Productivity and Groupware (continued) Addressing improved business & employee productivity
Solutions Mapped to SB Segment Challenges
Solutions Mapped to MB Segment Challenges
Capitalizing on PC and Software Purchasing: SMB receptivity to PC bundling
Understanding SMB PC Purchasing Drivers: Three Discrete Customer Targets
Understanding SMB PC Purchasing Drivers: Small Businesses - Opportunity Around HVCs and LVCs
Understanding SMB PC Purchasing Drivers: Medium Businesses - Opportunity around HVCs and MVCs
Understanding SMB PC Purchasing Drivers: Small Business Insights
Understanding SMB PC Purchasing Drivers: Medium Business Insights
Strategic PC Bundling SB HVCs vs. LVCs
Strategic PC Bundling MB HVC’s vs. MVC’s
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