CentricsIT Marketing Audit

By – Sayanto Tripathy(4666847)

Table of ContentsExecutive Summary.....................................................................................................................................3

Introduction.................................................................................................................................................4

1. The Current Marketing Situation.........................................................................................................5

1.1 Environmental Analysis.........................................................................................................................5

1.1.1 Political:..........................................................................................................................................6

1.1.2 Economic:.......................................................................................................................................6

1.1.3 Social:.............................................................................................................................................6

1.1.4 Technological:.................................................................................................................................6

1.1.5 Legal:..............................................................................................................................................7

2. Organizational Overview.....................................................................................................................7

2.1 Entrepreneurial Venture:.............................................................................................................7

2.2 Global Presence and Markets:...........................................................................................................8

2.3 Financial Performance:......................................................................................................................8

2.4 Marketing Mix:..................................................................................................................................9

3. Corporate Social Responsibilities.......................................................................................................10

3.1 CSR Implementation..................................................................................................................11

4. Competitor Marketing Evaluations........................................................................................................11

5. SWOT.....................................................................................................................................................13

5.1 Strength:..........................................................................................................................................13

5.2 Weakness:.......................................................................................................................................14

5.3 Opportunity:....................................................................................................................................15

5.4 Threat:.............................................................................................................................................15

6. Strategic Positioning & Segmentation...................................................................................................16

6.2 Positioning:......................................................................................................................................16

6.3 Segmentation:.................................................................................................................................17

7. Conclusion & Recommendation............................................................................................................18

8. References.............................................................................................................................................19

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Executive Summary

The objective of this marketing audit is to layout the marketing strategy of CentricsIT and

understands its marketing layout in UAE market and home market. Despite of little hindrance,

the market is favorable for IT Supply/Service agents. CentricsIT’s focus and image place them

well into trend of IT hardware market. CentricsIT must be aware of competition on all levels and

maintain its operational strategy to taste success and growth in the field of IT hardware

distribution. A swot analysis is carried to understand the issues CentricsIT faces in carrying out

its business strategy in MENA region. It also illustrates the upper hand that CentricsIT enjoys

when competing against its competitors. CentricsIT targets IT industries which include resellers

as well as end users and it segments them into Premium, Mid-Tier and Mass category. The

combination of competitive prices and differentiation strategy ensure success and growth for

CentricsIT. The current product mix is in line with industry and market forecast. The present is

competitive when compared with other IT distributors. The marketing plan covers twelve month

period in 2013-2014 but however shows growth from 2010.

CentricsIT’s customer perceives CentricsIT from value perspective rather than pricing

perspective because of its additional Value added service and support service. Taking

advantage of its significant social contribution and awards like “BEST WORKPLACE” should

help CentricsIT to increase its global brand image. The theory of acquisition should be

implemented aggressively to focus on overseas market in APAC regions.

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Introduction

CentricsIT a technological company needs to maintain its space for technology along with

Green Environment.

Our ambition is to ensure multivendor hardware support/supply opportunities for various

organizations that meet the expectation of theirs at low cost and efficient manner.

To achieve this goal, the management has adopted few steps that meet the requirement of

individual Organization who are in need of IT hardware.

Those few steps are:

1. To ensure service of 24hours

2. To encourage participation in ethical format.

3. To address the requirements of customers within the given deadline.

4. To protect the nature and implement the concept of recycling and Disposals.

These strategies along with employee commitment aim to ensure on time Delivery of the

products and contribute towards the achievement of the most efficient and customer oriented

reseller in the field of IT hardware.

However despite of these stringent aims and high valued goals that organization hopes to

follow, there has been a decline in the sales of CentricsIT in the MEA region majorly due to

complying with the UAE market which is competitive and not able to redefine the goals to meet

the Arabic Government needs.

This report is auditing the marketing plan , potential of the company CentricsIT which is in

lament language involved in the Distribution of IT Hardware at Enterprise level along with the

support service and buyback offer , rentals and leasing. Being an US based company and

limited to field of hardware, the focus of this audit report would be on assessing the company’s

macro environment by means of PESTLE analysis, determining marketing strategies and

objectives as well as undertaking a SWOT and competitor analysis. In addition, this report

illustrates CentricsIT’s differentiation and positioning, the target market and its corporate social

Responsibility (CSR) efforts.

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1. The Current Marketing SituationCentricsIT marketing mission statement:-

To evaluate customer needs and market CentricsIT’s Services facilities within them

accordingly.

Main goals of CentricsIT:

1 Market Penetration

• To improve existing customer retention through service, products and Consultation.

2 Market extensions

• To improve prospective customer awareness of the service and therefore see an

increase in the use of facilities.

• To improve prospective customer consultation to determine needs and aspirations.

3 Service development and diversification

• To challenge the service and facilities provided and adopt a program of

modernization as necessary, in order to meet current and prospective customer needs.

1.1 Environmental Analysis

There are more than 200 employees and more than 15000 customers. The company aims to

offer balance of opportunities and facilities to all its employees and customer. CentricsIT needs

to target facilities where there is a need, and to reflect changes in demography. In doing so, it

faces some of the challenges that are thrown by PESTLE. We try to analyze them and quantify

them from a range of -5 to 5 with -5 being unfavorable and 5 being extremely favorable factor.

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1.1.1 Political: As CentricsIT is a US based company it needs to follow the US Policy

which does not allow it to do business with Embargo Countries like Sudan , Korea, Iran .The

majority of the hardware business lies in this region and due to the political pressure it has to

refrain from those countries thereby losing a huge of revenue. As the political pressure increase

in these countries it makes business tougher. In Iraq with the current US situation, most of the

business is down which as well affect CentricsIT as it is not able to deal with the neighboring

countries too. Hence Political factor succumbs the business of CentricsIT and I would weigh this

around -5 in the scale of importance.

1.1.2 Economic: Economically the hardware reselling is a highly profitable industry but with

huge competition within the local market, the economic/ turnover of CentricsIT within UAE drops

drastically. The hardware gets acquired either locally from Middle East or from US/Europe

region. This economical factor of local pricing from competitors like Red Hat and many small

resellers affects the sales of CentricsIT intensely. As the local resellers sets their pricing to gain

more market share initially with low profit margin , the threats of survival increases making

Economic a major factor of worry. Hence Economic factor would weigh around -3 in the scale

of importance.

1.1.3 Social: Social factors are the factors that indicate a change in demographics thereby

affecting the business streamline. As Dubai is becoming more global with more economical

events following up, many of the US/European and other fortune 500 giants are building up their

data centre here. Since they are here for efficiency and they come from US background, this

adds a mark of relieve for CentricsIT as they become major supplier for these startups. With

more and more Expat-Investors flying to Dubai, the social factor is pretty much favorable for the

sales of our organization. Hence in the terms of importance I would rate social factor as 3.

1.1.4 Technological: Technological factors affect the sales of CentricsIT to the maximum.

As they deal with hardware, they need to be updated on the changes, development of the major

manufacturers like HP, Cisco and all. Any change in hardware or Point of Sale product can

affect the sales of the CentricsIT as they need to keep the warehouse updated with their latest

stock and all their End of Life products should be managed efficiently. Due to its major effect on

CentricsIT I would weigh the importance of technology as 4.

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1.1.5 Legal: As CentricsIT is a US based company with its entire inventory based in US-

Atlanta, it succumbs to major political factors of trading business. The UAE rule implies that

every importer must have an importer code to clear the goods and they can’t be cleared by

anyone else. As a result CentricsIT fails to deal with most of the customers in UAE who want to

be out of this hassled situation and favors to get their product from local market. However this

not being a major factor as company faces from other major factor of restriction of bidding. The

UAE rule favors resellers having trade license and chamber of commerce. CentricsIT have trade

license but fails to the criteria of Chamber of Commerce which prevents itself from bidding and

thus losing a favorable part of the business. However this completely does not destroy the

business of CentricsIT and I would weigh it as -1 in the terms of importance.

Affecting Criteria Factors

Most Favorable Technology and Social

Most Unfavorable Legal and Economy

2. Organizational Overview

2.1 Entrepreneurial Venture: It might seem hard to believe that CentricsIT, a

company that has done nearly $375 Million in sales since its inception, began as a six-

person entrepreneurial venture out of the CFO’s basement—but it’s true. CentricsIT was

founded in January 2007 when five high-level employees at one of the nation's largest

IT resale firms resigned following a corporate buyout. The change in ownership signaled

a shift toward an unattractive "big corporation" culture, which prompted action.

CentricsIT's founding staff immediately grew to nine, and from there agreed to take a

best-practices approach to the business. By removing the bureaucracy, applying

lessons learned in the past, and weeding out ineffective processes, CentricsIT has built a

loyal and growing client base. CentricsIT, now located in a state-of-the-art office and

distribution facility, has grown rapidly. It was named to CRN’s VAR500 (now SP500) in

just its second year of business and has continued to climb the list ever since. The

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company has also been named to the Inc. 500|5000 list of America's fastest-growing

private companies and has grown from the original six to over 100 employees and has

been honored three times with a place on the Atlanta Journal-Constitution’s list of Top

Workplaces.

2.2 Global Presence and Markets: CentricsIT has expanded its hardware business to

offer IT Support Services as well as IT Staffing Solution. CentricsIT Support helps companies of

all sizes better manage their IT data centers by providing maintenance and support services for

the leading equipment manufacturers, including: IBM, HP, Dell, EMC, Sun Microsystems, Cisco,

and more. CentricsIT Support features flexible service level agreements, certified engineering

support teams, and dedicated customer service representatives.

The CentricsIT Group is an all-inclusive IT Staffing Agency committed to bringing top employers

together with top IT candidates. CentricsIT does business with companies in North America,

South America, Europe, Asia, Africa, and Australia. Our international sales reps work diligently

(and on different time clocks!) to ensure CentricsIT can support our global clientele.  CentricsIT

is on a mission to become the leading international distributor of surplus technology and our

international clients are an important component of our continued success.

2.3 Financial Performance: CentricsIT experienced good growth in its revenue from 2013

till date of 2014. CentricsIT support division performed well as they had innovated efficient

strategies to maintain the IT lifecycle and increase its share in emerging market areas. In terms

of emerging market CentricsIT experienced strong sales in markets of Africa and APAC region.

It started its operation by planning to create hub in APAC region like Australia and Singapore,

Middle East region like Kingdom of Saudi Arabia .CentricsIT segmented customer portfolio

which is discussed later helped to address the specific needs of each of the customer across

the world.

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2010 2011 2012 2013 20140

20406080

100120140

Net Operating revenue(US$ Million)

Net Operating revenue(US$ Mil-lion)

2.4 Marketing Mix: CentricsIT marketing mix involves product determination, pricing

consideration, channel of distribution. CentricsIT ensures the desired level of sales is achieved

targeting the right segment.

Product Strategy: - CentricsIT product strategy involves not pushing the box but finding

correct alternative/right solution of product that customer is looking for. This strategy

helps customer to perceive CentricsIT not only as solution provider but customer

oriented consultant that aims not at increasing profit by pushing boxes but by

understanding customer’s requirement. With IT distribution as its main business,

CentricsIT continues to bring in the latest technology from the manufacturers that can be

supplied to the customer so that they also remain updated with the same. In addition to

enterprise raw products, CentricsIT also provides multi vendor support services and

other value added service like rentals, lease, and IT asset disposals. As of 2010

CentricsIT started offering credit terms to its most valued patron and later this year it

started offering credit limits to its new patrons. CentricsIT constantly carries out intensive

research plan to understand how it can enhance and efficiently carry the IT Support

plan.

Pricing Strategy: - CentricsIT pricing strategy is completely based on its competitors

and manufacturer’s list price. When the prices of brands especially HP and Cisco was

compared with its competitors like Redington, IB Remarketing and Westcon it was found

that the prices of the products were 20% cheaper than them and much better lead time.

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However these prices fluctuate when it comes to resellers and end users and also

among its other segments like Premium, Mid Tier and Mass customer.

Distribution Strategy: - CentricsIT carries it distribution of support services by

partnering with various local/regional offices where it does not have physical presence.

CentricsIT acquires most of the hardware from US/Europe region and stock them in

Atlanta.

Promotion Strategy:- CentricsIT primarily relies on IT Conference Meeting, Expo and

other networking events to publicize its brand of service. Attending events helps them to

reach the customers and also network and gain more knowledge on the current trend of

market. CentricsIT also carries its promotion through LinkedIn whereby it promotes the

updates from various manufacturers and on how CentricsIT rate them and deliver them.

3. Corporate Social Responsibilities

Every organization has the right to exist in a society. With the right, there comes a duty to give

back the society what it receives from it. CentricsIT is committed to improve the quality of life of

the workforce.

Policy Objective: - CentricsIT has developed certain policy to undertake, implement and

monitor various projects and program for sustainable development of the society.3.1 Corporate

Social Responsibility Activities:-Eco-Responsible Recycling: - CentricsIT believes in the idea of

reuse. We prefer refurbish systems and pull them into the market rather than recycling them into

raw materials. This unique vision of recycling helps to: -

a) Extent IT life cycle

b) Fight against the obsolete or End Of Life products

c) Recycle unusable items into raw materials

d) Reduce Ecological Footprints

Social Improvement: - Human Resource policy of CentricsIT focuses on personal

development, Cultural Expertise and Understanding. This involves Training, Internal Promotion,

Cultural Diversity and ISO Certification. CentricsIT constantly takes measures to teach moral

education through technical means. It also believes in providing free education by donating

books to public libraries. As a part of training program, CentricsIT hones the skills of employees

by organizing Skill Development Programs and Motivational Program

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Sponsorship & Charity Work: - CentricsIT believes in eco-friendly values and pushes these values

either through Humanitarian, Sport or cultural actions.

2013: Donating Laptops and Desktops to the schools and charitable trust

throughout the world.

2012: Organization of Humphrey Burger Distribution, a distribution for charity

2010: Team Refreshment Event to support Breast Cancer

2009: Regular donations to support the work of the association of Down syndrome

2009 Sponsor of Buddy Walk

3.1CSR Implementation

For carrying out the CSR activities that we discussed above CentricsIT allocates an Annual

Budget. They annually decide the expenditure to be incurred on identified Areas, to undertake

CSR activities. In order to implement the approved CSR projects, CentricsIT collaborates with

NGOs, Trusts, Government Organizations, Educational Institutions, and Registered Voluntary

Organizations. CentricsIT in order to implement the recommended CSR, partners with various

American subsidiaries.

4. Competitor Marketing Evaluations

CentricsIT identified IB Remarketing, Redington, Westcon its leading competitors in

the Hardware supply/support/recycling market. I tried to evaluate their online marketing

efforts and for comparison purposes, outlined positives and negatives for each on the

following pages.

Competitor Strategy vs. CentricsIT Strategy: - The major corporate development of

the competitors is pushing the boxes by registering as authorized partner of Hp, Cisco

and the other vendors. This strategy is designed to be authorized seller and increase

market share by getting recommendation from the manufacturers. This magnitude of

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strategy is considerable and does not work in the favor of CentricsIT. The competitors by

partnering with the manufacturers have spent a large amount of capital to acquire

business and currently they need to integrate their business effectively. It is believed that

with such strategic partnership, the market share of the competitors would increase up to

60% by 2021. CentricsIT Strategy is completely opposite to this. It does not believe in

partnering with manufacturers and believes in working as an independent broker. This

strategy does not help the company at a great extent in market share but helps to work

with some big names “luckily”.

Competitor message vs. CentricsIT Message: - Competitors market themselves as

global partner in IT supply which means it places itself well in supplying of hardware but

fails in fighting for attention for independent support and does not receive growth in the

support sector. While support service is core categorical demand among the customers,

Competitors have taken little effort to address them where CentricsIT scores by being an

independent broker. CentricsIT has made significant improvement in IT recycling which

was lacking in the message advertised by competitors.

Competitor market share vs. CentricsIT market share: - CentricsIT showed a decline

in market share over the period of 2011-2013 in the field of IT Supply but was ranked at

No.1 position in IT Support Services. Redington has seen a steep inclination in its

market share because of its huge market share in India. Ib Remarketing closely follows

CentricsIT in the terms of market share.

Competitor growth vs. CentricsIT growth: - Westcon instantly saw growth in

emerging market and moved rapidly into it. It acquired Access IT a leading distributor in

Austria & Switzerland. This helped Westcon to expand their market in those countries

and expand globally. Additionally Westcon acquired Verecloud to offer Value Added

Service to its customer and improve its brand image. Similarly IB Remarketing acquired

Euazeo PME which initially operated in 80 countries with 12 subsidiaries. CentricsIT

also sighted for opportunities whereby it can enhance its business opportunities. They

acquired N1 Technologies that deals with IT asset disposition for fortune 500 companies

and thereby penetrated the market of fortune 500 in Chicago. Additionally they acquired

Atlanta based CoreIT to increase their market share in Atlanta.

Competitor Ranking vs. CentricsIT Ranking: - CentricsIT remained static at No.3

position although the company lost its major market share because of not being

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gold/platinum partners of HP, Cisco and IBM. Due to Westcon’s acquisition which

boosted its presence in European region pulled Westcon at No.2 position following

redingtion due to their large market share and global presence by penetrating IT Supply

market first.

5. SWOT

This SWOT analysis is a crucial resource for any business and anyone seeking to gain a better

understanding of the company's business. Over here we study and present CentricsIT

strengths, weaknesses, opportunities (growth potential) and threats (competition).

SWOT Analysis

Strength

1. Leading Brands with huge discount2. Global Exposure3. Innovation4. A well segmented portfolio 5. Strong position in Atlanta6. Eco Initiative

Weakness

1. Relying only on Mature Market2. Company operations are limited and follows stringent financial policies3. High Cost Structure4.Unprofitable UAE operation

Opportunity

1. Company added Fujitsu to its vendor list2. Huge international market with the increase in IT and Non-IT products requirement in supply chain3. Emerging market 4.Strategic Partnership

Threats

1. Global IT companies have strong relation with global vendors.2. Intense Competition :- Global/Local3. Company’s low market share in IT Consumer products

5.1 Strength: 1.Leading Brands with huge discount: - CentricsIT stocks and markets

leading brands like HP, Cisco, and IBM with a huge discount of about 60% off. It stocks 20

Million US$ of these leading brands and are readily available to be shipped to the customer.

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2. Global Exposure: - CentricsIT has wide global exposure with being able to ship its good

anywhere in any part of the world except for Embargo countries like Sudan, Iran, and Korea. On

an average its products are sold in more than 180 countries.

3. Innovation: - CentricsIT is able to think outside the box .It expansion from hardware supply

to cheaper hardware support(multivendor) demonstrates its ability to venture outside regular

business and drive towards growth.

4. A well segmented profile: - CentricsIT segments its profile quite efficiently thereby operating

with different pricing tiers/strategies. This also involves availability of credit terms. This helps

CentricsIT to enhance its sales at challenging times.

5. Strong Position in Atlanta: - CentricsIT is the largest IT distributor in the Atlanta region and

has bagged the best workplace award as well. It has a great reputation in home market and

strong IT sales which profits CentricsIT in US region.

6. Eco Initiative: - CentricsIT eco initiative effort is to recycle its IT product by reducing the

carbon foot prints and standardizing with EEE policies. This service of recycling and asset

disposal brings CentricsIT a good amount of business as most of the companies are looking

towards better tomorrow.

5.2 Weakness: 1.Relying on mature market: - CentricsIT relies heavily on mature markets

like resellers, IT Companies where demand is more. The emerging markets like Red Hat, IB

Remarketing might outperform CentricsIT by competing against the prices. This makes us at a

vulnerable position.

2. Company operation is limited and follows stringent financial policy: - Being an US

company, the company operation is limited and has to follow the US policy of not dealing with

Iran where huge potential lies. The financial policy also affects the business as most of the

customers require credit terms which CentricsIT fails to. Its financial policy agrees it to award

credit terms only to fortune companies thereby affecting the business to some extent.

3. High Cost structure: -CentricsIT has a high cost structure. Whenever it makes a huge deal

with a customer in new countries, in order to facilitate the custom clearance, it has to open a

small physical branch for smoother operation. The cost of CentricsIT is also driven by huge

employee compensation and commission plan.

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4. Unprofitable UAE position: - CentricsIT business is affected much by the smaller/local

resellers located in Burjuman who sells product at much higher cheaper market in order to gain

huge market share. This huge competition affects the market of CentricsIT thereby making

almost zero profit especially in UAE region.

5.3 Opportunity: 1.Company added Fujitsu to its Vendor List: - Along with leading brands

like HP, Cisco and IBM, CentricsIT found a lot of potential in Fujitsu Servers and started

expanded its business with Fujitsu as well.

2. Huge International Market with increase in IT and Non IT product: - IT companies like

Redington from India, IB Remarketing from France, Alpha Data from UAE are expanding their

business internationally and are exploring international market. This makes the market

competitive in terms of prices as well as market share.

3. Emerging Market: - African region represent a good volume of IT opportunities with huge

demand and less competitive prices. CentricsIT should focus not only at few of them but all the

African Region where they can penetrate the market first.

4. Strategic Partnership: - CentricsIT has efficiently entered into partnership with TCS, Wipro,

Cognizant, IBM and such partnership helps CentricsIT to stand globally and makes its profile

stronger. This helps CentricsIT to acquire or enter into agreement with other big names in the

fortune list.

5.4 Threat: 1.Global IT Companies have strong relation with global vendors: - Global

companies like AT&T, Chevron, ExxonMobil and many others have strong gold or platinum

partner relationship with vendors like HP, Cisco and others thereby making it tougher or almost

impossible to penetrate them.

2. Intense Competition: - CentricsIT faces intense competition not from big vendors only but

from small local resellers who wants to increase the market share by going low on profit.

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3. Companies low market share in IT Consumer products: -CentricsIT has low or almost

negligible share in consumer products like laptops, printers etc. This affects the business of

CentricsIT as majority of the customer along with enterprise products demand for consumer

product for which CentricsIT has no source.

6. Strategic Positioning & Segmentation

In this section we discuss CentricsIT Positioning statement and how it tries its brand image to

be perceived by its customer. CentricsIT with a global presence and 120Million US$ of revenue,

consolidates itself as number one in Atlanta and number three worldwide.

6.1 Multi Brand Strategy: As a result of acquiring brands like HP, Sun, IBM, EMC, Cisco,

Juniper, F5 and providing support on them as well, CentricsIT is represented in all the major

sales region, product segments and pricing segments that makes up the IT Hardware Enterprise

level market. This multi brand strategy helps CentricsIT to expand its profile and business in the

emerging markets.

6.2 Positioning: CentricsIT with a tagline “We See IT differently” positions them as a

Leading Customer Oriented Technology Provider. This positioning statement is based on

CentricsIT not being partners of leading manufacturers thereby reducing the lead time for

supplying the IT hardware at much cheaper rate with various cost alternative solutions and low

maintenance service that includes rentals, leasing and other value added services in the field of

energy efficient and low carbon footprint technology. CentricsIT spends a huge proportion of its

revenue on research and development of how to carry high end Action-Plan-Analysis

economically for the customer. By operating at local centers, it ensures to cater fully to the

customer needs.

Cost Leadership Differentiation

Cost focus Differentiation Focus

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CentricsIT considered Differentiation and Cost Leadership to position them self in the market.

Implementation of differentiation strategy helps CentricsIT to maintain its diversity from its

competitor. It achieves the same by providing additional service to its customer which is unique

in its own way along with its brand image and reorganization. CentricsIT also position them in

Cost Leadership quadrant. The design and the implementation of the service help them to

achieve the cost leadership traits. The operational process also adds to the lower cost that

CentricsIT is able to offer. Distribution network and lower logistic service adds more benefit to

this quadrant to help them to position themselves at cost-leadership quadrant. The cost

leadership of CentricsIT is carried out through Economies of Scale policy as well

6.3 Segmentation: CentricsIT strictly follow the segmentation policy to understand or asses

the requirement of its customer effectively. CentricsIT divides its customer portfolio into

PREMIUM – MID TIER – MASS category. The premium customers of CentricsIT include fortune

500 companies like TCS, IBM, BNP, and Cognizant. The mid and the mass tier customers who

are regional and local companies helps CentricsIT equally to earn profits. However distinctions

are made on the basis of higher discount and easy credit facility.

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7. Conclusion & Recommendation

The purpose of the complete marketing audit was to analyze CentricsIT’s business

developments and marketing potential from different aspects. A number of uncontrollable

elements do affect the marketing and business strategy of CentricsIT. Pestle Analysis was

performed to understand the how the factors affect the company’s business and how critical are

those. To add on CentricsIT corporate social responsibility was also addressed to understand

and examine the ethical policy that the company follows along with marketing of its products.

Ultimately Swot analysis helped to understand the strength, weakness, opportunities and threat

that CentricsIT faces in its regular business model and how it can effectively position itself.

The marketing audit concludes us that CentricsIT operates in a market that is competitively

tougher in terms of pricing and is constrained by various political pressure of embargo. The

pricing strategy along with differentiation strategy boosts their demands creating unique sales

record. The company’s effectiveness and profitability is well supported its strong competitive

position and market share. In considering the strong competitive position in a highly attractive

market, CentricsIT should protect its position by maintaining its existing strength and building its

opportunities to expand the market. However the emerging market like India & APAC is the

opportunity that CentricsIT must consider to strengthen their business and personify their brand

globally. The financial graph displays the constant effort made by CentricsIT to compete in the

market and sound good in the cash flow system. Its international strategy and financial growth is

supported by its acquisition of few companies thereby penetrating the US market.

Swot analysis concludes that CentricsIT marketing plan has been on the right track with few

glitches on the path. They are targeting global customers and are penetrating into the emerging

markets. CentricsIT have a good distribution channel and keep their stock updated based on the

customer requirements and manufacturer’s production. CentricsIT’s mission statement “We see

IT differently” and its strategic planning seems to be in line.

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8. References

http://www.centricsit.com/

http://www.ibremarketing.com/

http://www.redington.com/

American Management Association -The Marketing Audit: Five Decades Later. Journal

of Marketing Theory and Practice.

Loya, A. (2011). Marketing audit – an important tool to determine strengths and

weaknesses of the companies. International Journal of Multidisciplinary Management

Studies,

International Journal of Academic Research in Business and Social Sciences -

November 2012 Session

Specifics of the marketing audit in the financial sector. Journal of Academic Research in

Economics.

http://www.euromonitor.com//medialibrary/PDF/ProcterAndGamble-Company-Profile-

SWOT-Analysis.pdf

http://www.euromonitor.com/medialibrary/PDF/Coca-Cola-Co_SWOT_Analysis.pdf

http://reports.kiongroup.com/2012/ar/managementreport/companyprofileandstrategy/

businessmodelandmarketpositioning.html

http://www.g4s.com/~/media/Files/CSR%20Reports/G4S_CSRR12.ashx

https://www.ideals.illinois.edu/bitstream/handle/2142/7977/librarytrendsv43i3e_opt.pdf?

sequence=1

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