Exploring partnering opportunities in the Spanish project resourcing market : a case study
Susánszki, Bettina (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020111222763
https://urn.fi/URN:NBN:fi:amk-2020111222763
Tiivistelmä
The objective of this thesis was to explore the value-added reseller partnering possibilities of a Tampere-based small company in the Spanish SaaS-market. The Spanish marketing environment was analyzed through a PESTEL-analysis, suggestions were made in terms of the commissioner’s export marketing mix with the help of a SWOT-analysis and a list of potential partners and competitors were drawn up. The data was analyzed through a qualitative case study approach.
The results show that the commissioner has the potential in finding suitable partners in the Spanish SaaS-market if the following three challenges are tackled. Firstly, the language barrier both in negotiations and software features limits the possibilities in partnering and sales. Secondly, the prevalence of partner ecosystems in the market makes partnering more difficult for the commissioner as partner networks may already be established and these networks may prove to be financially more stab. Thirdly, due to the second challenge, strong differentiation becomes a key element in establishing a position in the market.
In order to help the commissioner in tackling these challenges, the following suggestions were made. To avoid the language barrier becoming a problem, it is recommended that the Silverbucket tool would be localized to the Spanish market and the website translated to Spanish. Moreover, since the Silverbucket tool’s feature of providing real-time project data seems to be a not well-established feature among the competitors yet, it could prove to be a differentiative aspect that could be built on in order to succeed in a market with prevalent partner ecosystems.
The results show that the commissioner has the potential in finding suitable partners in the Spanish SaaS-market if the following three challenges are tackled. Firstly, the language barrier both in negotiations and software features limits the possibilities in partnering and sales. Secondly, the prevalence of partner ecosystems in the market makes partnering more difficult for the commissioner as partner networks may already be established and these networks may prove to be financially more stab. Thirdly, due to the second challenge, strong differentiation becomes a key element in establishing a position in the market.
In order to help the commissioner in tackling these challenges, the following suggestions were made. To avoid the language barrier becoming a problem, it is recommended that the Silverbucket tool would be localized to the Spanish market and the website translated to Spanish. Moreover, since the Silverbucket tool’s feature of providing real-time project data seems to be a not well-established feature among the competitors yet, it could prove to be a differentiative aspect that could be built on in order to succeed in a market with prevalent partner ecosystems.