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The Education MarketProduct Type: Market Research ReportPublished by: Datamonitor Published: August 2005 Product Code: R313-8949 Description Based on vendor interviews, this Datamonitor brief explores the different buying and selling strategies used in the education market, and recommends how to select an effective strategy. The brief profiles five vendors and two resellers, and predicts how the market is likely to change. Vendors will find this brief provides insight into how technology is sold successfully in the education market.
Scope Highlights Reasons to Purchase Table of Contents TABLE OF CONTENTS ABOUT DATAMONITOR THE EDUCATION MARKET Why is it important to understand the education market? How is this brief organized? HOW IS THE MARKET ORGANIZED? Why are there so many ways to buy and sell technology in the education market? Distance from the core mission of the organization Fragmentation & crowding in the market Demands for service while reducing costs Institutional diversity What are the primary selling strategies? Direct sales Direct market resellers (DMRs) Value added resellers (VARs) Combination What are the primary buying strategies? Direct purchase State adoption Approved vendor lists Pre-negotiated contracts Combination What are some examples of vendor strategies? Dell Hewlett-Packard Holt, Rinehart and Winston (HRW) PLATO Learning Toshiba Who are some of the channel partners? GovConnection Software Express What are the lessons learned? Let the product influence the sales strategy Watch out for cross-over from the retail market Use online catalogs to expand beyond the institution Support channel partners with robust marketing Pay attention to the quality of the sales representatives Prepare for a long sales cycle What to consider when building a strategy? Selling Strategies Buying Strategies THE FUTURE DECODED What lies ahead for the education marketplace? Expanding the use of the Internet for buying and selling Increasing the centralization of institutional purchasing Continuing the consolidation of vendors Re-aligning the products and services of local VARs APPENDIX Supplementary data Definitions Research methodology References Relevant links Further readings SPP writing team How to contact experts in your industry |
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