Samenvatting

Rocket Software is an international software organization, divided into various divisions. One of these divisions is known as LegaSuite, which is the division central to this market research. LegaSuite seeks to increase its market share on the German market and the problem statement central to this strategic marketing plan is: How can Rocket LegaSuite increase its market position in Germany?
Throughout the report it has become clear what LegaSuite’s current situation is and how it needs to act to reach the desired goal. By analyzing LegaSuite’s internal and external environments the answer to the main question was found, bringing forward recommendations on how LegaSuite should act in the market.
The general focus should be laid on the western region of Germany due to its location and market size. Expansion to the other regions can be realized after business in the western region has been successfully established.
The focus should mainly be directed at the software sector, as this sector accounts for more than 50 percent of the entire database. This sector has a continuous need for software enhancements, securing a long-term business flow for LegaSuite. However, business to other sectors should not be ruled out, which should also be regularly contacted via the use of informative business mailings, surveys, and other PR- methods.
Solutions should be developed and carried out to all types of legacy platforms, as German companies run on diverse legacy systems. However, focusing on the IBMi Series should be LegaSuite’s main priority, as this platform is used most frequently. Additionally, executing solutions for terminal applications is considered smart due to the frequent access of these applications via terminal emulation. Other interfaces remain equally important as well and therefore should not be forgotten either. Moreover, the answers to the survey should serve as a guideline for LegaSuite, delivering value to a variety of legacy platforms and applications.
As LegaSuite’s awareness is insufficient on the German market, LegaSuite should continue to expand its network by addressing mailings to companies within the market. This will generate more company awareness, which should also be realized by utilizing Rocket’s company website for products and services promotion. Aside from promotion by e-mail, there should be a regular attendance at business fairs, which would be an ideal opportunity for direct contact with customers. LegaSuite should also appoint a representative for PR-activities; while at the same time think about setting up a marketing department.
Research has shown customers value after-sales such as maintenance, product explanation, workshops and online trainings. Therefore, there should be aimed at optimizing these services. It should involve regular visits to customers, carrying out product support and improve product usability. A company representative needs to be added to LegaSuite’s workforce as well. This representative should be well-skilled and speak the German language fluently. A representative will make it easier to open up a subsidiary office on a long-term.
Furthermore, trainings and workshops should not only be organized for making customers more experienced with LegaSuite’s applications and solutions. LegaSuite should also organize mandatory trainings for employees, in order to keep the workforce professional and up-to date on the latest developments. Lastly, there should be an evaluation of all recommendations every six months in order to see if there is a need for adjustments.