Tech data - Weech


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Tech data - Weech

  1. 1. Tech Data Marketing Sarah Weech MAR3802
  2. 2. Customer Needs
  3. 3. Business Background History Values • Established in 1974 by • Integrity and Respect Edward Raymund selling • Teamwork directly to end-users • Partnership • Shifted target markets to become a distributor to • Passion for Winning resellers in the 1980’s • Ownership • Started publically trading stock in 1986 Core Competencies: Logistics, • First expanded into Canada Diversification, Innovation in 1989, Europe in 1994, Latin America in 1997
  4. 4. Situation AnalysisArea Of Focus: Healthcare• Market expected to reach 34.7 billion by 2015• Healthcare providers have been given a $44,000 tax incentive to convert to electronic records and will be penalized if they do not meet standards by 2015 Health Care Industry Annual Revenue Total $1.668 Trillion Number of health care companies in the US 784,626 Number of health care company employees in the US 16,792,074
  5. 5. Target Market  Resellers marketing to U.S. Healthcare companies moving to cloud computing to meet electronic records compliancy standards by 2015 and optimize IT infrastructure
  6. 6. SWOT AnalysisStrengths: Weaknesses:• Growth in Financial • Contingent Liabilities Performance • Declining Liquidity• Geographical Presence • Revenue Concentration• Broad Portfolio of Products • Dependence on Value- and Services Added ResellersOpportunities: Threats:• New Partnership • Foreign Exchange Risks Agreements • Competitive Landscape• Diversification Strategy • Volatile Macro Environment• Increasing Demand for Personal Computers
  7. 7. Marketing StrategyOffering: A pre-built cloud service specialized for healthcarepaired with a security solution at a 5% discount. This willsatisfy the needs of healthcare providers with additionalbenefits.Reseller Promotions: Free Webinar Series, Training Event,Sales ContestSMART Goals• 10% VAR participation in sales contest• 45% offering awareness by June 2014• 20% adoption by healthcare providers
  8. 8. Creative Content Tech Data will utilize email campaigns and social media to communicate the offering, free webinar series, training event and sales event including a follow-up email thanking resellers for their participation.
  9. 9. Budget and Controls Estimated Costs Activity 2012 2013 2014 2015 Engineering of Cloud solution specialized for Healthcare $500,000 $250,000 $200,000 $200,000 Training Event $50,000 $50,000 $50,000 $0 Website $25,000 $25,000 $25,000 $25,000 Technical Support $0 $10,000 $20,000 $20,000 Webinar $20,000 $0 $0 $0 Email Marketing $20,000 $15,000 $15,000 $15,000 Social Media $10,000 $10,000 $10,000 $10,000 Total $625,000 $360,000 $320,000 $270,000Risks: Healthcare provider adoption, Reseller participation, and Finances
  10. 10. Call to Action Project Management Activity Date Who Initial meeting to build a core team that will focus on offering CEO, Marketing, Healthcare Business Unit, 7/11/2012 Cloud Engineers, Security Specialists Meeting with Webroot to gauge interest in providing security CEO, Webroot Relationship Manager, Project solution for offering 7/18/2012 Manager Start of engineering healthcare specialized cloud service 7/18/2012 Cloud Engineers Completion and Approval of Webinar Material 2/20/2013 Marketing Completion and Approval of Website Content and Schedule 2/20/2013 Marketing, Website Programmers Completion and Approval of Initial Social Media Schedule 2/20/2013 Marketing, Project Manager Completion and Approval of E-mail Campaign Schedule 2/20/2013 Marketing, Project Manager Completion and Approval of Training Event Content, Schedule and Speakers 2/20/2013 Marketing, Project Manager Healthcare Specialized Cloud Service Beta Testing 1/7/2013-2/20/2013 Cloud Engineers, Security Specialists Training of Technical Support Team 2/20/2013-2/27/2013 Cloud Engineers, Security Specialists Official Offering Release 3/4/2013 All Involved
  11. 11. References:• Applied Geographic Solutions, Inc. (2012). Age by Sex Comparison. Irvine: Alteryx, Inc.• Cramer, R. (2011, December 26). Data and Analytics Will Dominate Healthcare IT Spending in 2012. Retrieved from Sand Hill: dominate-healthcare-it-spending-in-2012/• Datamonitor. (2011). Global Computer Storage and Peripherals. New York: Datamonitor.• Forbes. (2012 , February 14). Growing Industries In Need Of Workers In 2012. Retrieved from Forbes: need-of-workers-in-2012/• Giniat, E. J. (2011). Cloud Computing: Innovating the Business of Health Care. Healthcare Financial Management, 130-131.• Global Data. (2012, March 19). SWOT Analysis Tech Data Corporation. Retrieved from Lexis Nexis Academic: 40YS&csi=333601&hl=t&hv=t&hnsd=f&hns=t&hgn=t&oc=00240&perma=true• GlobalData. (2012, March 16). SWOT Analysis Arrow Electronics. Retrieved from Lexis Nexis Academic:• GlobalData. (2012, March 16). SWOT Analysis Avnet, Inc. Retrieved from Lexis Nexis Academic: V3H9&csi=333601&hl=t&hv=t&hnsd=f&hns=t&hgn=t&oc=00240&perma=true• GlobalData. (2012, March 19). SWOT Analysis Ingram Micro. Retrieved from Lexis Nexis Academic: V4PR&csi=333601&hl=t&hv=t&hnsd=f&hns=t&hgn=t&oc=00240&perma=true• Haeder, S. F. (2012). Beyond Path Dependence: Explaining Healthcare. The Policy Studies Journal, 40, 65-86.• Miller, R. K. (2011). Information Technology. Healthcare Business Market Research Handbook, 137-142.• Pham, T. (2011, December 28). 2012 Health IT Spending & Trends. Retrieved from OnlineTech blog:• St. James Press. (2006). Tech Data Corporation. International Directory of Company Histories, 74, 1-6.• Statistic Brain. (2012, April 11). Healthcare Industry Statistics. Retrieved from Statistic Brain:• Tech Data Corporation. (2012). Form 10-K. Clearwater: United States Security and Exchange Commission.• Tech Data Corporation. (2012, April 28). How Tech Data Can Help. Retrieved from Tech Data:• Tech Data Corporation. (2012, April 15). Tech Data Corporation. Retrieved from Tech Data:• Tech Data Corporation. (2012, April 20). Tech Data History. Retrieved from Tech Data:• Tech Data Corporation. (2012, April 28). TechMed. Retrieved from Tech Data :• Tech Data Corporation. (2012, April 15). Vendor Partners. Retrieved from Tech Data:• Tech Data Corporation. (2012, April 28). What is the Current Demand Market? Retrieved from Tech Data:• The Economist Intelligence Unit Ltd. (2011). Industry Report: Healthcare June 2011. Economist Intelligence Unit.• Webb, G. (2012, February). Making the Cloud Work for Healthcare. Health Management Technology, 33(2), 8-9.• Yahoo! Finance. (2012, April 28). Tech Data Corp. (TECD) Competitors. Retrieved from Yahoo Finance :