Marketing Strategy for Startup Engineering Consulting Companies in Nepal

Abstract

This research investigates on and around the marketing strategy of engineering consultancy start-ups in Nepal. This research aims to explore the perception of start-ups about the marketing strategy, major trend in marketing, and cultural response towards such strategy. A total of six start-up engineering consulting companies working in Nepal were approached and studied using a qualitative research method. These companies were selected from a comprehensive list of the engineering consulting companies registered on the research location using a purposive sampling method. The personnel of the companies related with management were then approached for a structured interview to understand their current and future marketing strategies for the growth of their businesses. Discussion over marketing approaches were primarily focused on the internal strategic development as a high priority. Almost all the interviewee highlighted the requirement of technical skills as well as a specific focus on the need of high-end promotion of the uniqueness of their product and services at their inception phase. Over time, companies' perception of the marketing strategies was found changing which was mostly experienced driven than the marketing training or education. The mainstream marketing strategies such as 4Ps and 4Cs were found as a secondary interest whereas network-based approaches, mostly influenced by local socio-political environment, appeared appealing to these start-ups. This research provides a could be well used as a base for future studies to prioritize marketing strategies using a quantitative approach a milestone for further studies such as a quantitative approach to validate this finding is recommended to complement this study.