Running Head: Citrine Case Study

Running Head: CITRINE CASE STUDY Page 1
Amanda Tremblay at Citrine Software Solutions

Miguel Tarango
Nevada State College
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Summary of Case
Amanda Tremblay, a recent MBA with a technical background who was recruited by Citrine
Software Solutions (CSS). CSS, based in Ottawa, Ontario, Canada, develops, implements, and
supports software-as-a-service (SaaS) products for human resource management and associated
business processes. Soon after joining, Tremblay distinguishes herself through her work on a
project that analyzed the possibility of accessing a lower-priced market segment through product
standardization, and another study exploring opportunities in Southeast Asia by establishing an
initial position in Vietnam. Tremblay is then sent to Hanoi to launch a Vietnamese subsidiary and
implement the product and pricing strategies as recommended in her study. By offering basic
software free of costly customization and by selling it on a "pay-per-product-feature"
subscription basis, CSS expects to be more competitive in this price-sensitive market. Tremblay's
mentor in top management makes it clear that if this strategy succeeds, CSS intends to use this
market-entry approach in other Southeast Asian countries.
Primary Problem in the Case

Amanda’s primary problem is her entry strategy does not seem to be appropriate for the Vietnam
market and requires some customizations.
Critical Issues
As Amanda builds an organization and begins operations, a series of issues emerges that
threatens to derail her efforts in Vietnam. Managing her team with a Western technology
company casual approach made her team uncomfortable. Furthermore, while almost three-
quarters of Vietnamese women were employed, the country had among the lowest ratio of
women in management positions in Asia. Amanda is navigating through cultural differences as a
woman in a male-dominated society. As a result, in June 2018, revenues were only $450,000 in
subscription contracts and $35,000 for professional services, less than half the plan she
forecasted. These shortcomings are accredited to Director of Business Development, Nguyen
Duc. He is experiencing challenges of getting meetings with target companies, which he
attributed to CSS’s low level of brand awareness. All the while, corporate is planning to
consolidate all Data Centers in India. All subsidiaries (Vietnam) with local storage are required
to complete their data transfer by early 2019. Lastly, Lead Operations Director Tran Quan,
reports that installation performance problems had spread to many more customers because of
growing pressure on his already stressed consultants. In addition to customer frustration with
installations that were running months behind schedule, this resulted in significant delays in
subscription fee collections.
Relevant Organizational Stakeholders
Stakeholders exist both within the organization and outside of it. Citrine Software Solutions
develops, implements, and supports software-as-a-service (SaaS) products for human resource
management and associated business processes. Therefore, direct users are those who will use
the software directly are usually most concerned with how it will fit into their current workflows
and secondary users rely on the products of the software. Lastly are the beneficiaries, these are
all the people affected by the software’s products. The term encompasses a huge base of
customers and vendors who focus more on the application of the software in their existing
systems.
Desirable Outcome
A desirable outcome consists of Amanda’s entry strategy to succeed, giving Citrine Software
Solutions an effective market-entry strategic plan. Robert Lussier (2017) defines a strategic plan
as the process of developing a mission and long-range objectives and determining in advance
how they will accomplish it (pg. 131). Amanda will rise up on the corporate ladder and will be
given the opportunity to spearhead the Southeast Asian market.
Potential Solutions
There are potential solutions that can help her regain her momentum. First, she can trust her team
and understand that they understand the business culture better than she does. If it means
customizing 15% of the installation to meet a client’s need in order to establish their brand,
might be something to greatly consider. Second, take a step back and reexamine the logistics and
staffing levels of the operation. Amanda might consider job simplification, making jobs more
specialized to improve performance and streamline the process (Lussier, 2017, pg. 209). Third,
reach out to pursue corporate to exempt her branch from relocating to India, as it would be
devastating to her operation. Fourth, realize that her strategic plan is proving to be unsuccessful
due to unforeseen circumstances and requires reassessment to include leadership guidance.
Optimal Solution
Market entry strategies are complicated and extremely intricate, leaving minimal room for error.
Citrine Software Solutions leadership was informed of all the challenges Amanda and her team
were experiencing. Upon being made aware CSS leadership could have offered or sent resources
and support to overcome these challenges. There is no indication that Amanda asked for support
from her leadership. The reality is that there are many uncontrollable variables working against
Amanda. She obviously cannot control the Vietnamese government, her sex, and cultural views.
References
Bartlett, Christopher A., and Paul S. Myers. "Amanda Tremblay at Citrine Software Solutions
Teaching Note (Briefcase)." Harvard Business School Teaching Note 920-562, February
2020.
Lussier, R. N. (2017). Management fundamentals: concepts, applications, and skill development
(7th ed.). Thousand Oaks, CA: SAGE.
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Running Head: CITRINE CASE STUDY Page 1

Amanda Tremblay at Citrine Software Solutions

Nevada State College

standardization, and another study exploring opportunities in Southeast Asia by establishing an

software free of costly customization and by selling it on a "pay-per-product-feature"

market-entry approach in other Southeast Asian countries.

Primary Problem in the Case

market and requires some customizations.

women in management positions in Asia. Amanda is navigating through cultural differences as a

forecasted. These shortcomings are accredited to Director of Business Development, Nguyen

Duc. He is experiencing challenges of getting meetings with target companies, which he

subscription fee collections.

Relevant Organizational Stakeholders

given the opportunity to spearhead the Southeast Asian market.

due to unforeseen circumstances and requires reassessment to include leadership guidance.

Lussier, R. N. (2017). Management fundamentals: concepts, applications, and skill development

(7th ed.). Thousand Oaks, CA: SAGE.

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