Strategic Marketing for ITO Company

You're talking with your mentor at your former company about your current situation and challenges. She suggests that you consider using societal marketing. Perform research to determine if, how and why similar IT outsourcing companies might use societal marketing as part of their marketing strategy. Then think about how ITO Company might use societal marketing as a competitive strategy as a way to differentiate its brand. What tactics should ITO Company use in its societal marketing? In addition, on a larger scale, which of the four competitive marketing strategies should ITO Company pursue and why did you choose this strategy?

Business Scenario:
You have just been hired as the new Marketing Manager at ITO Company. ITO(or Information Technology Outsourcing)is a five year old, US$10 million company, with 100 employees. The company outsources its full-time information technology professionals who may work at clients' sites, from regional offices or from the company's Chicago headquarters.

You are excited about this new job since this is your first management position, having come from a large marketing department in an architectural/engineering/construction professional services company. While you performed a wide variety of marketing functions in your old position, you never set marketing strategy nor were you in a position of management there. You feel challenged to meet ITO's corporate goals.

While you are comfortable marketing services, you recognize the difficulty in marketing in a sluggish economy, considering how heavy the competition is, particularly from Canada and India, which offers well-educated and well-trained information technology professionals at prices well below ITO's costs.

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