enterprise) to compete efficiently with the established organizations.
According to the
Douglas and Craig’s (1992)
opinion, any research conducted on the marketing strategies withoutunderstanding the current or traditional theories of the marketing strategies will be flawed and incomplete. This will helpthe researcher in the exploration of the marketing concepts, discussion of competitive advantage, marketing strategiesmarketing mix and the exploration of the techniques and tools for efficient marketing. In the studies of
Jakki J. Mohr etal (2010)
on IT companies and marketing strategies explores that to develop an effective marketing strategy for ITorganizations, they should construct their marketing strategies on their core competencies and core resource.
explains how IT companies can use internet as a tool for marketing.
alsoexplains the benefits of using cloud computing for the marketingFrom the
point of view the researcher can see the importance of the marketing strategies in anorganization, he says that companies employ marketing strategies to gain competitive advantage over their competitorsin the market have more likely to grow and influence the market. These marketing tools helps the organization to
improve the strengths of the company and define goals depend upon the customer needs.”Marketing strategy is a
planned process that helps a company to enhance and use its strengths to satisfy the requirements of the market and
Farrel and Hartline (2002)
To explore and analyse the marketing strategies used by the medium scale IT companies to attain competitiveadvantage in the international market through a case study.
Objectives of the Research
1.To find out the marketing strategies used for the international market by the medium scale companies such as Zohocorporation.2.To find out the link between competitive advantage and the international marketing strategies.3.To explore the marketing strategies used by the medium scale companies to gain competitive advantage over anestablished organization.4.To compare the traditional and online marketing strategies.5.To recommend new marketing techniques for the medium IT organizations such as Zoho Corporation
What are the marketing campaigns used by the Zoho corporation to increase the brand awareness among newcustomers?What are the unique marketing methods used in the Zoho Corporation?How competitive advantage related to the marketing techniques or methods used by the organization?