Product Type: Market Research Report
Published by: AMI-Partners, Inc.
Published: May 2009
Product Code: R149-475Description 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 European SMBs
- Overview of Western European SMB Computing Market
- PC Purchasing: last 3 months vs. next 3 months
- Mapping PC Purchasing to Current SMB Pain Points: Mktg 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
- SMB outlook on technology: year-over-year comparison
- Reasons to Purchase PCs: 2008 vs. 2009
- Warranty Purchases: 2008 vs. 2009
- CRM & ERP: Growth Usage: Y-o-Y SMB Growth in Planned Users
- Growth Opportunities Beyond PC Purchases
- Value based segmentation approach
- Value Segmentation Approach: Why it matters and how it works
- Attractiveness of Each Market Segment: Relative value per segment
- Western Europe SB Customer Value Based Segmentation: Segment definitions
- HVCs, LVCs & NVCs: SB Firmographics Overview
- HVCs, LVCs & NVCs: SB Spending Overview
- HVCs, LVCs & NVCs: Primary challenges facing SBs
- HVCs, LVCs & NVCs: Sources of information
- HVCs, LVCs & NVCs: Sources that inform IT purchases
- Western Europe MB Customer Value Based Segmentation: Segment definitions
- HVCs, MVCs & LVCs: MB Firmographics Overview
- HVCs, MVCs & LVCs: MB Spending Overview
- HVCs, MVCs & LVCs: Primary challenges facing MBs
- HVCs, MVCs & LVCs: Sources of information
- HVCs, LVCs & NVCs: 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
- Opportunities around Internet-based Applications
- Opportunities around CRM and E-marketing
- Opportunities around Productivity and Groupware
- Solutions Mapped to Western Europe SB Segment Challenges
- Solutions Mapped to Western Europe MB Segment Challenges
- Capitalizing on PC and Software Purchasing
- Understanding SMB PC Purchasing Drivers
- Strategic PC Bundling
- Sources
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