The document outlines a strategic analysis and growth strategy report for Siskon, an industrial automation and AI-powered ERP software company. It includes a SWOT analysis, marketing strategies for new and existing markets, and an internationalization plan with a focus on sustainability and customer-centric service models. Key recommendations emphasize innovation, partnerships, and tailored solutions to enhance operational efficiency and brand presence in global markets.

1. Strategic Analysis And Growth Strategies Report
Executive Summary
Arzan DİLEK BOZKURT
AI-SUPPORTED
ERP SOFTWARE

2. Index
1. ANALYSIS AND STRATEGY
SWOT Analysis (Product)
Market Positioning Strategy
Competitive Analysis and Strategic Focus
Internationalization Strategy
ERP Implementation Challenges
Contributions to Sustainability
2. INTERNAL COMMUNICATION STRATEGY
3. MARKETING GOALS AND IMPLEMENTATION
Marketing Goals for New and Existing Markets
New Markets (Middle East, Eastern Europe, etc.)
Existing Markets (Turkey, Existing Markets in the Middle East, etc.)
Go-To-Market (GTM) Applications for New Markets Focusing on Awareness
Existing Market-Oriented Loyalty-Focused and Integrated Marketing Applications
KPI Foresight
Needs Analysis and Budgeting
4. PARTNERSHIPS
Turquality & Branding
EBRD Consultancy (Giving and Receiving)
5. CONCLUSION

3. Strategic
Analysis
Siskon is a company specializing in industrial
automation and software solutions, offering AI-
powered ERP systems. This section of the report
provides a strategic analysis of Siskon’s ERP
software, including a SWOT analysis, market
positioning strategy, competitive advantages
within the value discipline model, customer
challenges with ERP applications, contributions
to sustainability and the internationalization
strategy.

4. S W O T
Strenghts Weaknesses Opportunities Threats
Deep expertise in industrial
automation and software
with a reliable technological
infrastructure.
Use of AI and machine
learning for predictive
maintenance and process
optimization.
Flexibility and modularity
of ERP software, ensuring
easy integration and high
customer satisfaction.
Potential for cost savings
by improving energy and
material efficiency.
Limited brand awareness
in global markets and
challenges in adapting to
new markets.
Resource constraints and
limited financial capacity
may hinder rapid
international growth.
Growing demand for ERP
solutions driven by Industry
4.0 and digital
transformation.
Expansion opportunities in
rapidly growing markets
such as Asia, the Middle
East, and Latin America.
Potential to offer
sustainable solutions
targeting energy efficiency
and environmental goals.
Market access through
strategic partnerships.
Intense competition from
major players like SAP,
Oracle, and Microsoft.
Rapid technological
changes could make it
difficult to keep the
software up to date.
Challenges in ensuring
compliance with data
privacy regulations and
legal requirements.
SWOT Analysis

5. Market
Positioning
Target Market: Medium and large production facilities in
automotive, machinery, food, pharmaceutical, and energy
sectors, initially in Turkey, the Middle East, and Eastern
Europe.
Value Proposition: AI-powered ERP optimizing
production, preventing downtime with predictive
maintenance.
Differentiating Features: Predictive analytics, modular
structure, real-time integration via IoT, proactive decision
support.
Competitive Advantage: AI-powered predictive
maintenance, custom solutions, sustainability benefits.
Positioning Message: "The Future of Manufacturing:
Smart and Proactive ERP Solutions."
Target Market Position: Market leader in technology,
targeting premium segments with high-value efficiency
and cost savings.

6. Competitive
Advantage
according to the Value Disciplines Model
Operational Excellence: Siskon enhances
efficiency with reliable systems and fast
integration, ensuring uninterrupted operations
and long-term cost savings through proactive
maintenance and real-time data analysis.
Product Leadership: Siskon’s AI-driven ERP
stands out with unique features like predictive
decision-making, customizable modules, and
IoT integration, positioning it as the "ERP
software of the future."
Customer Intimacy: Siskon offers tailored
solutions with personalized applications,
services, and ongoing support, boosting
customer satisfaction and loyalty.

7. Strategic
Recommendations
Highlight Innovation: Differentiate from competitors by detailing
unique features through technical articles and case studies.
Customer-Centric Service Models: Define application plans and
technical support processes tailored for each customer.
Foster Long-Term Partnerships: Develop joint projects with
customers aimed at sustainability goals.

8. Internationalization Strategy
Based on UPPSALA Model
Market Knowledge: Target Middle East and North Africa, collaborate with
local partners for low-risk entry.
Incremental Commitment: Start with pilot projects, then expand sales
and support teams.
Cultural and Geographical Proximity: Focus on culturally similar regions
like the Middle East and Eastern Europe.
Resource-Based Risk Management: Use a SaaS model for cost-effective
entry and scalability.

9. Key
Challenges in
ERP
Applications:
Customer
Perspective
Security and Continuous Maintenance Needs
Customization and Adaptation Difficulties
Data Migration and Implementation
Challenges
High Costs
Integration and Data Inconsistencies
Complexity and User Difficulties
Addressing challenges requires choosing the right ERP,
offering training, and ensuring strong support. These
considerations must be central to the value proposition
offered to customers.

10. Sustainability
Contributions
Siskon’s industrial automation solutions
contribute to environmental sustainability by
optimizing energy efficiency, waste
management, and material usage.
Integration of renewable energy, waste
reduction, and minimizing carbon footprint
are key aspects.

11. Highlighting
Innovation
Features that
differentiate the software
should be further
promoted through
technical papers and case
studies.
Strategic Recommendations
Customer-Focused
Service Models
Develop personalized
application plans and
technical support
processes for each client.
Internationalization
Start with low-risk entry
into Middle Eastern and
Eastern European
markets, and use
successful projects to
take steps toward

12. Through its AI-powered
ERP software
Siskon aims to establish a strong position in the global industry by
providing operational efficiency, sustainability, and innovation-
driven solutions.
This strategic analysis will help the company grow successfully in
international markets.

13. Internal Communication Strategy
Customer-Focused Service Models
Key
Messages
Customer Priority:
Every employee
affects customer
experience.
Customized
Solutions:
Tailored solutions for
customer needs.
Collaboration:
Cross-department
cooperation.
Continuous
Improvement:
Driven by customer
feedback.
Target Audience
Management:
Support customer-
focused model.
Sales/Customer
Service:
Provide
communication tools.
Product
Development:
Focus on customer
needs.
All Employees:
Embrace customer-
centric culture.
Communication
Channels
Newsletters: Share
innovations and
success stories.
Internal Portal:
Centralize resources
and feedback.
Trainings:
Offer customer-
focused training.
Meetings:
Discuss feedback
and trends.
Actionable Steps
Cross-functional
Collaboration:
Use customer
feedback in solutions.
Customer-Centric
Training:
Organize training for
all employees.
Feedback
Integration:
Share feedback to
improve services.
Recognition:
Reward excellent
service.
Success
Metrics
Engagement:
Track employee
adaptation.
Satisfaction:
Measure customer
satisfaction.
KPIs:
Monitor customer
service KPIs.

14. Marketing
Objectives &
Application
Siskon needs develop a comprehensive SaaS-based
marketing strategy aimed at promoting its AI-
powered ERP software in new markets while
increasing customer loyalty in existing markets.
This strategy combines awareness-building and
loyalty-driven growth, leveraging marketing, public
relations (PR), and digital marketing channels
effectively within a SaaS model.
Siskon should emphasize its brand values while
offering personalized experiences to customers,
leveraging the flexibility and scalability of its SaaS
solution to meet diverse customer needs.
The goal is to build a strong and loyal customer base
by highlighting the advantages of cloud-based,
subscription-based software that provides continuous
updates, scalability, and cost efficiency.

15. Awareness-
Focused
GTM
Strategy
for New Markets
Goal: Increase brand awareness and drive customer
acquisition by promoting the AI-powered ERP software,
highlighting its unique features, value, and impact on
operational efficiency and sustainability.
Product: AI-powered ERP for efficiency, sustainability,
and innovation.
Price: Value-based pricing with free trials/demos to
highlight ROI.
Place: Promote via industry events, trade fairs, and online
platforms.
Promotion: Content marketing, webinars, SEO, PR, social
media, and influencer campaigns.
Advertising: Digital ads, programmatic, video ads,
traditional media, and email campaigns.
Free Trial/Demo: Encourage customer acquisition with
trial/demo offers.

16. Category Key Activities
Loyalty-Focused Marketing
Reward repeat customers.
Provide personalized communication and feedback.
Enhance customer experience.
IMC (Integrated Marketing
Communication)
Consistent messaging across channels.
Use multiple platforms.
Build the brand story.
PR (Public Relations)
Strengthen media relations
Announce product updates and partnerships
Sponsor industry events.
Digital Marketing
Use social media, influencer and content marketing.
Personalized email campaigns.
Optimize for search engines.
Advertising Strategy
Digital ads for loyalty programs.
Print, radio, and youtube channel sponsorships.
Video ads highlighting loyalty.
Special campaigns and event promotions.
Loyalty-Focused
Integrated
Marketing
Strategy
for Existing
Markets
Goal: Boost customer loyalty and brand awareness through integrated
marketing, loyalty programs, and personalized communication.

17. KPI
Forecast
Website Traffic: Increase engagement and awareness in new
markets.
Lead Generation: Generate leads in new markets.
Social Media Engagement: Boost brand visibility and customer
engagement.
Content Engagement: Showcase product value and increase
content interaction.
Brand Mentions: Increase brand awareness and reach.
Customer Retention Rate: Enhance loyalty and reduce churn.
Customer Lifetime Value (CLV): Increase customer value through
cross-selling/upselling.
Churn Rate: Reduce customer loss and increase loyalty.
Net Promoter Score (NPS): Evaluate customer satisfaction and
loyalty.
Upsell and Cross-Sell Success Rates: Generate additional revenue
from existing customers.

18. Needs
Marketing:
Highlight AI and energy optimization.
Build loyalty with support and custom solutions.
Invest in digital marketing (SEO, SEM, social media).
Offer trials and value pricing.
Sales & Distribution:
Use SaaS model and industry events.
CRM:
Implement CRM for customer support.
HR & Training:
Provide continuous product and service training.
Feedback:
Gather and analyze customer feedback.
Certifications:
Obtain relevant industry certifications.

19. Total
Budget
Allocation
Total Budget Allocation:
Marketing and Promotion: 40%
Sales and Distribution: 30%
Human Resources and Training: 15%
Technological Infrastructure and Innovation: 15%

20. Partnerships
Collaborate with Turquality and EBRD for global growth and
competitive edge.
Turquality
Position Siskon as a top Turkish brand.
Conduct market research and tailor digital strategies.
Establish effective distribution and sales channels.
Support innovation and R&D.
Develop global communication strategies.
Benefits:
Increase brand awareness.
Accelerate market entry and growth.
Gain a competitive advantage.
Reinforce innovation leadership.
EBRD Consultancy
Support market expansion, product customization, and
financial management.
Enhance digital transformation and HR development.
Align with sustainability goals.
Offer consultancy services to boost global visibility.

21. AI-powered ERP software offers significant
opportunities in operational efficiency and cost
reduction.
The Go-To-Market strategy aims to raise awareness through targeted promotion,
value-based pricing, and free trials. Distribution will focus on industry events and
online platforms for global reach. Promotional efforts will combine content
marketing, SEO, SEM, and digital campaigns, while traditional media ensures
broader visibility. A loyalty strategy will strengthen customer relationships and
brand loyalty. These initiatives will support Siskon’s market position, customer
growth, and long-term success.

22. Thank you
arzandilek@gmail.com
E-mail
https://www.linkedin.com/in/arzandilek/
Linkedin
0 532 456 41 31
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