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Throughout its history, Accenture has expanded its offerings and capitalized on
evolving management trends and technologies to benefit its clients. The
company pioneered systems integration and business integration; led the
deployment of enterprise resource planning, customer relationship management
and electronic services; and has established itself as a leader in today's global
marketplace.
Problem:
Accenture had an extremely difficult task of positioning itself in the market and
rebranding itself independently.
Diagnosis:
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Lack of differentiation
from competitors.
Leadership became
dissatisfied.
Accenture had an
extremely difficult
task of positioning
itself in the market
and rebranding
itself independently.
Statement of Objectives:
1) To be able to make Accenture as one of the largest consulting company that
consumers would prefer in the next five years.
2) To be able to position Accenture as an efficient consulting company that would
cater to its customers needs.
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SWOT Analysis:
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Strengths:
They have extensive
geographic reach
They use the same
procedures and
processes in
approaching
projects, making it
easy for employees
to move from
location to location
without retraining
Strong employee
base of more than
290,000
Opportunities:
Global penetrations
and offering special
fees for smaller
projects
Weaknesses:
Accenture has
been trying to
break into
serving small to
mid-size
companies but
faces stiff
competition.
Low market
share
Premium offering
may not
resonate with
midmarket
customers
Threats:
Threats:
Analysis:
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1. Create a new tagline that is more appropriate and direct to the point. Which
would be Best Source to Outsource
Strengths: It has impact to target market. It is direct and easy to
understand.
Weakness: Some may find it confusing if they dont know what outsource
means.
2. The company should have their own marketing advertising team instead of
hiring advertising agency.
Strengths: The marketing team is knowledgeable about the nature and
culture of the company.
Weakness: The start up cost of establishing this would be costly and hiring
professionals would be difficult.
3. The company should have infomercials.
Strengths: By this, it can give enough information to the audience about
the services they offer.
Weakness: TV advertising is one of the most expensive advertising tool
and infomercials requires longer time than the usual.
Conclusion:
To sum it up, we would like to implement the new tagline for Accenture which
would be Best Source to Outsource. We believe that this would intensely help the
positioning of Accenture as consulting company. Another way to support this is our
proposed implementation of the infomercial which will contain the facts, vision and
mission of the company by which their target markets and potential clients will get
curious and to earn more brand awareness.
Decision Matrix:
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Criteria
(Objectives)
To be able to make
Accenture as one
of the largest
consulting
company that
client would prefer
in the next five
years.
To be able to
position Accenture
as an efficient
consulting
company that
would cater to its
clients needs.
To be able to
increase revenues
in existing markets
and improve
operational
performance.
TOTAL:
Marketing Strategy
1
Marketing Strategy
2
Marketing Strategy
3
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Implementation of Plan:
Action
Person
Responsible
Time Frame
Budget
Implementation of
infomercial
Marketing Research
Group
120,000 x 2
90,000 x 2
420,000
Bibliography:
http://www.accenture.com
http://www.mbaskool.com/brandguide/it-technology/582-accenture.html
http://www.scribd.com/doc/48227596/Accenture
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