Exporting Crm Software to Russia

Best Essays
Exporting PMA/CRM software package into
Russian Federation by BTS Software Pty Ltd

Strategic export marketing plan – Situation Analysis

Executive summary

BTS Software Pty Ltd is an Australian software company developing innovative state-of-the-art products.

The latest product released by the company is BTS Software-PMA a Process Mapping software tool targeted at the banking industry.

The product is relatively easy to implement and can be customized by non-technical staff. Additionally, it runs over the existing software modules and infrastructure.

As the local market is saturated by large international outsourcing companies, BTS Software is looking at exporting its latest product to new emerging economy countries.

The company has a permanent productive capacity to sell on continuing basis in foreign markets. The prime motivation of choosing Russia is the fact that the founding director has local knowledge and connections on the government level.
The contemporary Russia can be described as a country in economic development Stage 2 (The preconditions for takeoff) and joined the group called Less-developed countries.
One of the importing opportunities lies in the area of financial services.

Consumer demand of financial services is increasing, therefore the demand for more efficient ways of providing the service is increasing as well. The innovative idea would serve to reduce the costs and give better ideas how to manage and run the businesses.

The mode of entry has been decided to be contractual licensing agreement to utilize local expertise and keep the marketing costs down.

It is estimated to achieve revenues of around $AU2 million annually by investing $AU250K annually to provide the support and guidance to the local licensee.

BTS Software selling to Russia – the best match between internal capabilities and potential demand (at the moment could be in the stage of unperceived need).

Introduction

History

BTS Software Pty



Bibliography: Czincota, M., Ronkainen, I., Sutton-Brady, C., Beal, T. (2008). International Marketing. Nelson Australia Pty Limited. Kotler, Ph., & Keller, K. (2009) Marketing Management. (Chapter 21). Upper Saddle River, Pearson Education, Inc. Appendix 1 Example of how the product the product type functions [pic]

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