Marketing strategy for software in USA; Nucleus software workshop (P) Ltd., Madras

Abstract

NUCLEUS SOFTWARE GROUP (NSG) was formed in 1983 and Is today a Rs. 12 crore company with an employee strength of 500; the domestic branches are at Madras. Bombay and Delhi and the off-shore branches are in USA. Singapore, Saudi Arabia and Utica NSG opened its operations in US just a year back, under the name of POLARIS SOFTWARE LAB, INC, based in Raleigh, doing a software migration project for DATA GENERAL INC., USA. The revenue generated was however unmentionable and the project was mainly undertaken to make a footing in the US soil and to build up industry awareness. It is in the current year that a full fledged marketing strategy is undertaken to launch Polaris in the US market as a global player. Several entry problems are faced along with slow market penetration and approaching difficulty. It was evident during the course of the study that Polaris has not undertaken any market research study to gather market information till date. The main purpose of this project hence became secondary market study and identification of the target segments (details in section 6 and appendix). An effort has also been made to identify the popular projects floated by the US corporates (section 6) to provide a guideline for Polaris's future innovative endeavors in software development. Polaris should do well to concentrate on the following segments in the current year 1) Transport 2) Food & beverages 3) General merchandise 4) Wholesalers & resellers 5) Banks & financial institutes. In the next year Polaris should diversify into the other segments as detailed in appendix 10B Current marketing situation and the recent developments with respect to NSG's positioning 1s discussed under section 2. A competition analysis also appears in the section 2.