An Analysis on Channel Marketing Strategies of Packaged Software Companies - The Case of Trend Micro Incorporated.
Date Issued
2009
Date
2009
Author(s)
Wu, Shao-Ching
Abstract
In the high-tech IT industry, Taiwan has successfully played a leading role in some fields with the capability of influencing the industry and market trends. In addition, Taiwan government has also invested massive amount of resources to develop long term plans in supporting domestic companies. However, only a few software companies have successfully developed their own brandnames and are able to complete in the global market. Given the tough competitive environment today, leading Western software companies in the US and Europe dominate the market by defining the technical specification, resulting in creating an entry barrier preventing new competitors to enter the field. rend Micro Incorporated, which is a well-known leading global security company, has successful developed its own brand and has taken a leading position in the industry. This thesis will use Trend Micro as a case study and attempt to analyze the company and its business unit in terms of channel marketing strategies regarding packaged software. Next, we will explore significant findings on best practices versus theoretical channel marketing. The objective of this thesis is to develop lessons given the findings in the hope of helping other Taiwanese software companies develop marketing strategies to create more effective channels.
Subjects
Channel Marketing
Marketing Strategy
Trend Micro incorporated.
Information Software Industry
Packaged Software Company
Type
thesis
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