| Author | Kumar, Piyush |
| Call Number | AIT Proj. no.SM-09-07 |
| Subject(s) | Marketing
|
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Marketing strategy differs in B2G with compare to B2B. In B2G; public relation, transparency and buying center makes the process more critical. Be aware of "latent needs of the customers" and their buying criteria. Government needs technology that integrates functions for planning, monitoring and controlling resources, costs, and personnel. But the major disadvantages of "big P" politics- unstable and changing government, try to make their mark and change things makes doing business with government complex. This creates need of unique marketing strategy with government and requires the execution process differently with compare to B2B. In the first phase I did macro analysis and secondary research to identify attractive Ministry/Department, currently not served, to be targeted and boiled down to a list of two - Ministry of Environment & Forest, and Ministry of Health & Family Welfare. Later on, for the targeted segment, I conducted customer visits and explored more thoroughly to describe the prospects, usage environment and organization's decision process to measure the attractiveness of the Ministry. SAP has implemented their solution at over 1,500 local governments globally and has been targeting the Indian Central Government. The objective of the project was to devise a Go-To Market strategy for SAP for Indian Central Government. |
| Year | 2008 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Donyaprueth Krairit;Dimmitt, Nicholas J.; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2008 |