Amanda Tremblay at

Citrine Solutions
Group No. 1
K Rohan Singh PGP12062
Kiran Ahari PGP12002
Pratham Arora PGP12055
Sanjana A. Jadhav PGP12029
Soumik Basu Choudhury PGP12050
 Situational Analysis

● Citrine Software Solutions (CSS) develops, implements and

supports Software-as-a-Service (SaaS) products for Human
Resource Management and associated business processes.
● Amanda Tremblay, an MBA graduate with a Technical
Background was recruited by CSS in a STrategic Planning
Role.
● Tremblay distinguished herself through her work in a project
that analyzed the possibility of accessing a lower priced
market segment with a standardized product.
● She also conducted a study exploring opportunities in South
East Asia by establishing an initial position in Vietnam.
 Situational Analysis
● Amanda Tremblay is then sent to Hanoi in Vietnam to
establish a CSS subsidiary in Vietnam and implement the
Product and Pricing Strategies as recommended in her study.
● The strategy was to offer basic Software free of costly
customization and selling it on a “pay-per-product-feature”
subscription basis.
● CSS wants to be more competitive using this strategy in a
price sensitive market.
● Tremblay’s mentor in CSS’ top management also makes it
clear that if the strategy works in Vietnam, CSS would further
penetrate other markets in the South East Asia with similar
strategy.
 Major Actors
Peter Barclay Amanda Tremblay

● Graduated from McGill ● A software engineer

University Tom McGraw
● Experienced with PeopleSoft
human resource management ● Old high school friend of
software Barclay
● After graduating, started ● Left his secured marketing job
developing softwares to help ● Joined CSS as a Chief
companies manage their finance operating officer
and human resource data
● Established Citrine Software
Mark Feinsted
Solutions
● Recently-named director of
CSS’s Asia division
● Previously served as the
subsidiary manager for Japan
● Two years of experience in
writing security software code
for BlackBerry
● Pursued MBA
● In 2014, declined offers from
two of Canada’s largest tech
companies
● Accepted a strategic planning
role at CSS
Contd..

Nguyen Lanh Duc Tran Binh Quan Pham Minh Giang

● Previously worked as a ● Worked as a project ● A university instructor

senior sales executive at manager earlier
FPT Group ● Worked for 10 years at
● Hired for the role of PoepleSoft’s bangkok
Business Development at office
the Vietnam branch ● Hired for the role of Lead
● Had a sociable personality Operations
● Lacked focus and ● Right combination of
attention to detail technical knowledge and
managerial skills
● Led the customer support
team at LienVietBank
● Skills to build both
internal training and
external client coaching
and support processes
● Lacks deep business
experience
 Problem Statement

The Primary Problem in the case is that Amanda’s entire entry

strategy does not seem to be appropriate for entering into the
Vietnam market.

The focus on standardisation, importance of local data centres

and internal consultant issue are the 3 problems that she is
majorly facing.

Should she revise her entire strategy and make required

customizations and how?
 Alternatives
Problem 1- Customisation vs Standardisation
Either she can allow customisation required for this case i.e.Ho Chi Minh City bank or
stick to her plan of standard package to all and risk losing a big prospective client

Problem 2- Data centres

She can either accept the new company policy to standardise data
centre in India or leverage local data centres as part of the initial
plan

Problem 3 - Installation Consultants

She can either request other CSS present in other countries to lend installation
consultants for sometime or she can stick to her initial plan of home brewing local
recruits even if it causes delays and results in hampering sales
 Recommendations

Stick to the
Issues Initial Plan

It is a new company and

Customisation vs Allow customisation at needs a foothold and
Standardisation least for this case brand recognition

Should push for local data An intrinsic selling point

Data Centres and legal security
centres

Should request for Important to quickly

temporary borrowing of provide customer
Installation consultants consultants and in satisfaction as they are
meanwhile train new new in the country
recruits.
Recommendations
● All these changes were made considering the fact that - the
firm has entered into a new country and in business world
to gain the market share - first impression and trust is
important

● Even though this is away from her initial plan - a good

leader is one that understands the new market they are
operating in and adapt accordingly.

● Such novel problems should be expected when such a move

is made, but the step taken should always focus on ensuring
a strong base hence whatever is required should be done.

● Once they have made a presence in the area then they can
sacrifice on certain things but as this is the beginning - they
should be focused on growth.
THANKS!