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Mm522 Marketing Plan

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Submitted By hanibell2k
Words 3051
Pages 13
MM522 – Marketing Management
06/17/2012
Week7 for
IT Shared Services – Marketing Plan

1. Executive Summary 2
2. Situation Analysis 4 2.1 Market Summary 5 2.2 Strengths, Weaknesses, Opportunities and Threat Analysis 5 2.3 Competition 6 2.4 Service Offering 7 2.5 Keys to Success 8 2.6 Critical Issues 8
3. Marketing Strategy 8 3.1 Mission 8 3.2 Marketing Objectives 9 3.3 Financial Objectives 9 3.4 Target Markets 10 3.5 Positioning 11 3.6 Strategies 11 3.7 Marketing Mix 11 3.8 Marketing Research 12
4. Controls 13 4.1 Implementation 13 4.2 Marketing Organization 13 4.3 Contingency Planning 14
5. Conclusion 15
6. References 15

1. Executive Summary

Shared service organizations have been an important strategy for process optimization and cost control in any fortune company. Specifically IT shared services offer unparallel benefits by combining the synergies of effective functional knowledge with exceptional technical disciplines. Various common services such as IT help desk, Quality assurance, application development and maintenance; change management can be combined and offered to various parts of the organization. In addition to cost reduction, several best practices can be established in terms of technology standards, process standards and resource utilization. Though the benefits are clear several companies face challenges in implementing a well functioning IT shared services organization. This marketing plan examines the various challenges associated in setting and executing an IT shared services organization and offers various solutions. Some of the key enablers include establishing service level agreements and objectives, key performance measurements, establishing a right mix of functional and technical expertise and a leadership that implements governance and controls effectively, continuously

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