overview of sap's strategy

Download Overview Of SAP's Strategy

Post on 08-May-2015




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Just a simple overview of SAP's industry position. We prepared it for marketing class


  • 1.Esteban Tapia, Olimpiu Capra and Javier ValeraMarketing Management


  • SAP AG is an international public owned software developerandconsultancy corporation offering solutions to businesses
  • SAP is the world's largest business software company and the third-largest independent software provider in terms of revenues


  • Terminology
  • History of the company
  • Mission statement
  • Products and strategy
  • Competitor map industry
  • The market
  • Main competitor
  • According to SAP
  • Competitive positions
  • Conclusion


  • B2B: Business to business solutions
  • ERP: Enterprise Resource Planning
  • CRM: Customer Relationship Management
  • SaaS: Software as a service (on Demand)
  • Installed Base: Current Customers
  • Tiers: Layers of complexity


  • Founded in 1972by five former IBMengineers inMannheim
  • In 1976 it moveditsheadquarterstoWalldorf
  • In 1973, the SAP R/1 solution was launched.
  • In 1979, SAP launched SAP R/2.
  • In 1981, SAP brought a completely re-designed solution to market.
  • In 1992 R/3, SAP followed the trend from mainframe computing to client-server architectures. (3-tier solution)
  • The development of SAPs internet strategy with mySAP.com redesigned the concept of business processes
  • Business Suite (with ERP 6.0)


  • To be a pioneer and leader in the creation and delivery of valued solutions for strategic business processes that enable our customers' realization of their business goals and objectives


  • Business Suite
    • A complete offering of internal measurement and analysis tools for all business needs:
      • ERP : The current version is SAP ERP 6.0 and is part of the SAP Business Suite.
      • CRM : helps companies acquire and retain customers, gain marketing and customer insight
      • PLM :helps manufacturers with product-related information
      • SCM :helps companies with the process of resourcing its manufacturing and service processes
      • SRM :enables companies to procure from suppliers


  • Netweaver Platform
    • Development platform (SDK)
    • Market development through strategic partnerships
  • SAP Business All-in-One
    • Business solutions focused on SMEs (PYMES)
    • Interesting for SAP due to big growth opportunities
  • Business byDesign
    • Saas for SMEs
  • Business Objects
    • BI and reporting


  • Very long product life-cycle
  • High investment
  • Perceived as game changing
  • Constant improvement releases (maintenance)
  • Highly customizable
  • Industry focused

10. Fortune 500 2 ndTier 3 rdTier Medium (