A marketing plan on the proposed sustainable brand management program for Fujitsu Esterprise Solutions

Date of Publication

2011

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Carlos Maglutac

Defense Panel Member

Benison Cu
Bienvenido Encarnacion

Abstract/Summary

A marketing plan for a sustainable brand management is proposed to Fujitsu Enterprise Solutions (FES), due to its recent acquisition by Fujitsu Australia. While Fujitsu has been in the Philippines for a long time, FES is relatively new. As a result, the Fujitsu brand is better known for selling hardware rendering many of FES current target market unaware of their business software offerings.

Based on a survey conducted among 50 companies, it was determined that only 9% of the entire target market composed of both SAP users and non-SAP users, are clients of FES. Although higher compared to its competitors, this creates both an opportunity and a need for FES to improve its current marketing strategies to be able to capture a bigger market share and sustain its brand name in the industry. This paper proposes brand management strategies geared towards continuous brand building of the FES name, while ensuring high quality SAP consulting services, and establishing meaningful business relationships with its current and prospective clients.

To cater to the needs of the respondents (50%) who wanted online information on FES, e-marketing tools are proposed comprising of an official FES website connected to social networking sites to create online visibility. Other programs such as events, price reduction and a free monthly magazine, are also proposed to further aid the company in its marketing efforts.

A total investment of Php3,966,648 in 2012 is computed which is estimated to yield an income of Php37,151,143 in the first year versus income of only Php31,099,055 without the proposed strategies.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022081

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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