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. Situation Analysis
Area 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. 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. SWOT Analysis
Strengths: Weaknesses:
• Growth in Financial • Contingent Liabilities
Performance • Declining Liquidity
• Geographical Presence • Revenue Concentration
• Broad Portfolio of Products • Dependence on Value-
and Services Added Resellers
Opportunities: Threats:
• New Partnership • Foreign Exchange Risks
Agreements • Competitive Landscape
• Diversification Strategy • Volatile Macro Environment
• Increasing Demand for
Personal Computers
7. Marketing Strategy
Offering: A pre-built cloud service specialized for healthcare
paired with a security solution at a 5% discount. This will
satisfy the needs of healthcare providers with additional
benefits.
Reseller Promotions: Free Webinar Series, Training Event,
Sales Contest
SMART Goals
• 10% VAR participation in sales contest
• 45% offering awareness by June 2014
• 20% adoption by healthcare providers
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. 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 $270,000
Risks: Healthcare provider adoption, Reseller participation, and Finances
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
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