<p>Date: 2008-06-08</p><p>Program: International Marketing</p><p>Course: Master thesis in International Marketing (EF0705)</p><p>Author: Xiongyu Zeng (780925) Yang Du (820830)</p><p>Tutor: Jan Löwstedt</p><p>Title: A Study of Marketing Strategy in Chinese Software Market – A Case Study of UFIDA Software Co., Ltd</p><p>Strategic Question : What should be an Effective Marketing Strategy for UFIDA in order to Increase its Market Shares and Support its Market Leadership Position?</p><p>Purpose: The purpose of this study is to investigate and analyze the current Chinese financial management software market conditions as well as competitors and to utilize the knowledge from the investigation to consider a better application of marketing mix for UFIDA.</p><p>Theory and Method: Two theories, five forces and marketing mix, were applied in this thesis. The authors collected primary data by interview and questionnaire to learn company’s marketing operation and feedback of customers on the marketing mix. The authors also collected reliable secondary data with the guideline of five forces framework to learn the marketing situation. The analysis was conducted according to the selected theories and the collected data. Based on the analysis, the authors presented a relevant conclusion.</p><p>Target Audience: The target audience is the market managers of UFIDA. The researchers wish the result of the paper could bring some benefits for them in the market performance. UFIDA can make use of the research result to design an effective strategy. The authors believe that the research could provide a general guidance and bring benefit to marketers in similar fields and help them to learn competitive situation.</p><p>Conclusion: From the result of analysis, the authors think the market situation is good for UFIDA. UFIDA has competitive advantages to defend itself against the forces and influence them in its favor. As a consequence, in order to increase market share as well as support its leading position, UFIDA should maintain the existing competitive advantages and improve the disadvantages of marketing operation about marketing mix found from the feedbacks of customer. Through the analysis and recommendation, the authors wish that the investigation result could benefit to UFIDA and bring them some cues for designing an effective marketing strategy.</p>

Date: 2008-06-08 Program: International Marketing Course: Master thesis in International Marketing (EF0705) Author: Xiongyu Zeng (780925) Yang Du (820830) Tutor: Jan Löwstedt Title: A Study of Marketing Strategy in Chinese Software Market – A Case Study of UFIDA Software Co., Ltd Strategic Question : What should be an Effective Marketing Strategy for UFIDA in order to Increase its Market Shares and Support its Market Leadership Position? Purpose: The purpose of this study is to investigate and analyze the current Chinese financial management software market conditions as well as competitors and to utilize the knowledge from the investigation to consider a better application of marketing mix for UFIDA. Theory and Method: Two theories, five forces and marketing mix, were applied in this thesis. The authors collected primary data by interview and questionnaire to learn company’s marketing operation and feedback of customers on the marketing mix. The authors also collected reliable secondary data with the guideline of five forces framework to learn the marketing situation. The analysis was conducted according to the selected theories and the collected data. Based on the analysis, the authors presented a relevant conclusion. Target Audience: The target audience is the market managers of UFIDA. The researchers wish the result of the paper could bring some benefits for them in the market performance. UFIDA can make use of the research result to design an effective strategy. The authors believe that the research could provide a general guidance and bring benefit to marketers in similar fields and help them to learn competitive situation. Conclusion: From the result of analysis, the authors think the market situation is good for UFIDA. UFIDA has competitive advantages to defend itself against the forces and influence them in its favor. As a consequence, in order to increase market share as well as support its leading position, UFIDA should maintain the existing competitive advantages and improve the disadvantages of marketing operation about marketing mix found from the feedbacks of customer. Through the analysis and recommendation, the authors wish that the investigation result could benefit to UFIDA and bring them some cues for designing an effective marketing strategy.

Cette thèse analyse comment le logiciel open source, par son existence et ses caractéristiques, affecte les comportements des firmes propriétaires sur le marchés des logiciels et étudie dans quelles conditions les politiques publiques de soutien des logiciels open source sont-elles profitables pour le bien-être social. Elle comporte trois essais théoriques, portant chacun sur un aspect spécifique de cette problématique. Le premier essai étudie les incitations des firmes à coopérer avec la communauté open source en fonction de leur niveau d'asymétrie et examine comment les décisions de l'open source affectent les incitations à innover et le bien-être social. Dans le deuxième essai, on montre comment le comportement stratégique d'une firme propriétaire est affecté par la présence d'une communauté open source sous les conditions d'hétérogénéité des usagers et des programmeurs et en présence du forking. On montre également sous quelles conditions l'intervention publique en faveur de la communauté open source affecte positivement le bien être social. Enfin, le troisième essai examine l'impact sur le surplus des usagers et du bien-être social de la subvention publique au logiciel open source lorsque les usagers sur le marché sont hétérogènes par leur niveau d'expertise. / This thesis analyzes how open source software, by its existence and its characteristics, affects the behaviour of firms in the proprietary software market and examines the conditions under which public policies supporting open source software they are beneficial to social welfare. It contains three theoretical essays, each covering a specific aspect of this problem. The first essay explores the incentives of firms to cooperate with the open source community based on their level of asymmetry and examines how the decisions of open source affect incentives to innovate and social welfare. In the second essay, we show how the strategic behaviour of a firm is affected by the presence of an open source community under conditions of heterogeneity of users and programmers and in the presence of forking. We also show under what conditions government intervention in favour of the open source community is beneficial to social welfare. Lastly, the third essay examines the impact on the surplus of the users and the social welfare of the public subsidies to the open source software when the users on the market are heterogeneous by their level of expertise.

Estudos sobre o software, que ocupa um lugar destacado dentre as tecnologias da informação, têm abordado suas atividades a partir do enfoque econômico. Tendo como objetivo alcançar uma compreensão a respeito do modo de construção de práticas estratégicas de produtores/fornecedores de software referentes aos seus produtos e/ou serviços, a nossa visada ao mercado de software é feita a partir de um enfoque econômico e social. Por isto, balizamos o estudo na busca de um entendimento a respeito da construção social deste mercado, significando uma busca de aspectos históricos relevantes sobre o seu desenvolvimento e de elementos característicos da estrutura social deste mercado. Apreendemos esta estrutura a partir da identificação de diferentes tipos de atores deste mercado, de relações de dominação existentes entre eles, de práticas estratégicas que utilizam, mobilizando diferentes espécies de capitais (p. ex.: financeiro, tecnológico, comercial, social, simbólico), e a partir da estruturação das suas ofertas, em termos de modalidades de software e serviços relacionados. Utilizamos como referencial teórico a Sociologia Econômica, a Teoria dos Campos, Estratégia como Prática e Capacidades Dinâmicas. Para as análises da pesquisa utilizamos múltiplas fontes de evidências e diferentes métodos, como observação participante, pesquisa histórica e estudo de caso, combinados num desenho de pesquisa onde cada etapa procura subsídios nos resultados das anteriores. Adotamos como estratégia de pesquisa, análises no nível macro, da construção e da estrutura social do mercado de software, e análises no nível micro, de práticas estratégicas de empresas posicionadas do lado da demanda e do lado da oferta de software, com um estudo de caso no mercado de software para imobiliárias. Dentre os resultados da pesquisa está a identificação de práticas estratégicas de empresas de software, que agrupamos em categorias como “incorporação de inovação”, “desenvolvimento de produto”, “licenciamento de uso”, “prestação de serviços de suporte técnico e manutenção” e “comercialização de software produto”. Foi possível estabelecer vinculações destas práticas com elementos da estrutura social do campo pesquisado, particularmente com as relações de dominação. / Scientific studies on software, which occupy a notorious place in the field of information technology, approach their activities from an economic perspective. Aiming to reach an understanding on how to build strategic practices for producers /suppliers of software, vis-à-vis products and/or services, the target software market is, therefore, seen from an economic and social focus. This work was framed to foster comprehension on the social construction of this market, leading to an investigation of its relevant historical aspects and the main characteristics of its social structure. Such structure is acknowledged from the identification of different types of actors in this market as well as the power relations between them which, through their strategic practices, mobilize different kinds of capital (e.g.: financial, technological, commercial, social, and symbolic). It also focuses on their framework of offers regarding their types of software and related services. The theoretical focal point is on the Economic Sociology, the Theory of Fields, Strategy as Practice and the Dynamic Capabilities. Multiple sources of evidence and different methods were used in the analysis of this survey, such as participant observation, historical research and case study, combined with a research design in which each step of the search results from previous outcomes. The search strategy used included analyses at the macro level, of social construction and social structure of the software market, as well as analyses at the micro level of strategic practices of companies placed on the software demand and supply sides, with a study case in the software market for real estate. Among the results of the research is the identification of strategic practices of software companies, which grouped into categories such as "incorporation of innovation", "product development", "license of use", "provision of technical support and maintenance" and "software product marketing". It was possible to establish connections between these practices and the elements of the social structure of this field researched, particularly with the relations of domination.

Estudos sobre o software, que ocupa um lugar destacado dentre as tecnologias da informação, têm abordado suas atividades a partir do enfoque econômico. Tendo como objetivo alcançar uma compreensão a respeito do modo de construção de práticas estratégicas de produtores/fornecedores de software referentes aos seus produtos e/ou serviços, a nossa visada ao mercado de software é feita a partir de um enfoque econômico e social. Por isto, balizamos o estudo na busca de um entendimento a respeito da construção social deste mercado, significando uma busca de aspectos históricos relevantes sobre o seu desenvolvimento e de elementos característicos da estrutura social deste mercado. Apreendemos esta estrutura a partir da identificação de diferentes tipos de atores deste mercado, de relações de dominação existentes entre eles, de práticas estratégicas que utilizam, mobilizando diferentes espécies de capitais (p. ex.: financeiro, tecnológico, comercial, social, simbólico), e a partir da estruturação das suas ofertas, em termos de modalidades de software e serviços relacionados. Utilizamos como referencial teórico a Sociologia Econômica, a Teoria dos Campos, Estratégia como Prática e Capacidades Dinâmicas. Para as análises da pesquisa utilizamos múltiplas fontes de evidências e diferentes métodos, como observação participante, pesquisa histórica e estudo de caso, combinados num desenho de pesquisa onde cada etapa procura subsídios nos resultados das anteriores. Adotamos como estratégia de pesquisa, análises no nível macro, da construção e da estrutura social do mercado de software, e análises no nível micro, de práticas estratégicas de empresas posicionadas do lado da demanda e do lado da oferta de software, com um estudo de caso no mercado de software para imobiliárias. Dentre os resultados da pesquisa está a identificação de práticas estratégicas de empresas de software, que agrupamos em categorias como “incorporação de inovação”, “desenvolvimento de produto”, “licenciamento de uso”, “prestação de serviços de suporte técnico e manutenção” e “comercialização de software produto”. Foi possível estabelecer vinculações destas práticas com elementos da estrutura social do campo pesquisado, particularmente com as relações de dominação. / Scientific studies on software, which occupy a notorious place in the field of information technology, approach their activities from an economic perspective. Aiming to reach an understanding on how to build strategic practices for producers /suppliers of software, vis-à-vis products and/or services, the target software market is, therefore, seen from an economic and social focus. This work was framed to foster comprehension on the social construction of this market, leading to an investigation of its relevant historical aspects and the main characteristics of its social structure. Such structure is acknowledged from the identification of different types of actors in this market as well as the power relations between them which, through their strategic practices, mobilize different kinds of capital (e.g.: financial, technological, commercial, social, and symbolic). It also focuses on their framework of offers regarding their types of software and related services. The theoretical focal point is on the Economic Sociology, the Theory of Fields, Strategy as Practice and the Dynamic Capabilities. Multiple sources of evidence and different methods were used in the analysis of this survey, such as participant observation, historical research and case study, combined with a research design in which each step of the search results from previous outcomes. The search strategy used included analyses at the macro level, of social construction and social structure of the software market, as well as analyses at the micro level of strategic practices of companies placed on the software demand and supply sides, with a study case in the software market for real estate. Among the results of the research is the identification of strategic practices of software companies, which grouped into categories such as "incorporation of innovation", "product development", "license of use", "provision of technical support and maintenance" and "software product marketing". It was possible to establish connections between these practices and the elements of the social structure of this field researched, particularly with the relations of domination.

Estudos sobre o software, que ocupa um lugar destacado dentre as tecnologias da informação, têm abordado suas atividades a partir do enfoque econômico. Tendo como objetivo alcançar uma compreensão a respeito do modo de construção de práticas estratégicas de produtores/fornecedores de software referentes aos seus produtos e/ou serviços, a nossa visada ao mercado de software é feita a partir de um enfoque econômico e social. Por isto, balizamos o estudo na busca de um entendimento a respeito da construção social deste mercado, significando uma busca de aspectos históricos relevantes sobre o seu desenvolvimento e de elementos característicos da estrutura social deste mercado. Apreendemos esta estrutura a partir da identificação de diferentes tipos de atores deste mercado, de relações de dominação existentes entre eles, de práticas estratégicas que utilizam, mobilizando diferentes espécies de capitais (p. ex.: financeiro, tecnológico, comercial, social, simbólico), e a partir da estruturação das suas ofertas, em termos de modalidades de software e serviços relacionados. Utilizamos como referencial teórico a Sociologia Econômica, a Teoria dos Campos, Estratégia como Prática e Capacidades Dinâmicas. Para as análises da pesquisa utilizamos múltiplas fontes de evidências e diferentes métodos, como observação participante, pesquisa histórica e estudo de caso, combinados num desenho de pesquisa onde cada etapa procura subsídios nos resultados das anteriores. Adotamos como estratégia de pesquisa, análises no nível macro, da construção e da estrutura social do mercado de software, e análises no nível micro, de práticas estratégicas de empresas posicionadas do lado da demanda e do lado da oferta de software, com um estudo de caso no mercado de software para imobiliárias. Dentre os resultados da pesquisa está a identificação de práticas estratégicas de empresas de software, que agrupamos em categorias como “incorporação de inovação”, “desenvolvimento de produto”, “licenciamento de uso”, “prestação de serviços de suporte técnico e manutenção” e “comercialização de software produto”. Foi possível estabelecer vinculações destas práticas com elementos da estrutura social do campo pesquisado, particularmente com as relações de dominação. / Scientific studies on software, which occupy a notorious place in the field of information technology, approach their activities from an economic perspective. Aiming to reach an understanding on how to build strategic practices for producers /suppliers of software, vis-à-vis products and/or services, the target software market is, therefore, seen from an economic and social focus. This work was framed to foster comprehension on the social construction of this market, leading to an investigation of its relevant historical aspects and the main characteristics of its social structure. Such structure is acknowledged from the identification of different types of actors in this market as well as the power relations between them which, through their strategic practices, mobilize different kinds of capital (e.g.: financial, technological, commercial, social, and symbolic). It also focuses on their framework of offers regarding their types of software and related services. The theoretical focal point is on the Economic Sociology, the Theory of Fields, Strategy as Practice and the Dynamic Capabilities. Multiple sources of evidence and different methods were used in the analysis of this survey, such as participant observation, historical research and case study, combined with a research design in which each step of the search results from previous outcomes. The search strategy used included analyses at the macro level, of social construction and social structure of the software market, as well as analyses at the micro level of strategic practices of companies placed on the software demand and supply sides, with a study case in the software market for real estate. Among the results of the research is the identification of strategic practices of software companies, which grouped into categories such as "incorporation of innovation", "product development", "license of use", "provision of technical support and maintenance" and "software product marketing". It was possible to establish connections between these practices and the elements of the social structure of this field researched, particularly with the relations of domination.

Работа посвящена вопросам оптимизации процессов продаж на конкретном предприятии с использованием современных систем SAP. В ходе исследования был выполнен анализ наиболее известных информационных систем на рынке, с помощью которых можно оптимизировать процесс продаж, а также процессы предпродажных операций. Рассмотрены внедряемые системы для взаимодействия с клиентами компании с точки зрения продаж – SAP Sales Cloud и SAP S/4 HANA Sales, проанализировал слабые места компании и предоставил пути решения методом оптимизации процессов. В работе отражены выгоды от внедрения выбранного программного обеспечения. / The work is devoted to the optimization of sales processes at a particular enterprise using modern SAP systems. In the course of the study, an analysis was made of the most well-known information systems on the market, with the help of which it is possible to optimize the sales process, as well as the processes of pre-sales operations. The implemented systems for interaction with the company's customers from the point of view of sales analyzed the weaknesses of the company and provided solutions by optimizing processes.