Title: Review of The Marketing Strategies Proposed
as A Solution to Depression of ERP Market
Abstract:
The main object of this
paper is to review the marketing strategies proposed by consultant firms
as a solution to depression of ERP Market. The competition in IEA market
became fierce in recent years, since annual revenues of vendors decreased
drastically after the expansion of sales due to Y2K problem. Counselor
companies suggest some strategies such as marketing new IEA products
and aiming to the mid-sized companies. Some of them also propose that ERP
market revive soon with the need of upgrading old technology
ERP systems. A field study is conducted with 68 respondent companies,
which had installed ERP system in Turkey. The descriptions of old customers
and their demands are very important. Their profiles are used to evaluate
these strategies. If the vendors know their purchasing attitudes
and the satisfaction level for the previous services, they can find new marketing
segments and reorganize their activities in a customer approach. In addition
to that, the relation between a vendor and a customer company never ends.
The companies, which installed ERP systems, may be the customers of vendors
in case of purchasing new modules and upgrading their old-fashioned ERP systems.
Vendor companies should continuously inspect and improve their services.
This paper proposes an information base to ERP vendors, which want to understand
their ERP customers, their needs and improve their services. Findings of
this research validate the trends predicted by adviser companies.
Author: B.Kağan
Aktürk