Product Type: Market Research Report
Published by: AMI-Partners, Inc.
Published: April 2009
Product Code: R149-474Description 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 blue prints to:
1. Segment the SMB market in a way that capitalizes on the downturn
2. Target-based on needs, behaviors and planned spending
3. 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 (JP, AU and KR)
- Mapping PC Purchasing to Current SMB Pain Points: Marketing implications
- Key Differences Between SBs and MBs
- SMB Outlook on Technology: Year-over-Year Comparison
- Reasons to Purchase PCs: 2007 vs. 2008
- Reasons to Purchase PCs: 2007 vs. 2008
- Reasons to Purchase PCs: 2007 vs. 2008
- Value-Based Segmentation Approach
- Value Segmentation Approach: Why it matters and how it works
- Attractiveness of Each Market Segment Relative value per segment (JP)
- Attractiveness of Each Market Segment Relative value per segment (AU)
- Attractiveness of Each Market Segment Relative value per segment (KR)
- SB Customer Value-Based Segmentation JP, AU and KR Segment definitions
- HVCs, LVCs & NVCs: SB Firmographic Overview
- HVCs, LVCs & NVCs: SB Spending Overview
- HVCs, LVCs & NVCs: SB Spending Overview
- HVCs, LVCs & NVCs: Primary challenges facing SBs
- HVCs, LVCs & NVCs: Primary challenges facing SBs
- HVCs, LVCs & NVCs: Primary challenges facing SBs
- HVCs, LVCs & NVCs: Sources of information
- HVC's, LVC's & NVC's: Sources that inform IT purchases
- MB Customer Value-Based Segmentation JP, AU and KR Segment definitions
- HVCs, MVCs & LVCs: MB Firmographics Overview
- HVCs, MVCs & LVCs: MB Spending Overview
- HVCs, MVCs & LVCs: MB Spending Overview
- HVCs, MVCs & LVCs: Primary challenges facing MBs
- 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, 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
- Opportunities around Internet-based Applications Addressing cost-cutting
- Opportunities around CRM and E-marketing Addressing improved customer revenue
- Opportunities around CRM and E-marketing Establishing awareness around solution benefits
- Opportunities around Productivity and Groupware 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
- Understanding SMB PC Purchasing Drivers: Medium Businesses
- 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 vs. LVC's
- Sources
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