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SAP Branding and Marketing Strategy Analysis by Soumya Barman is a document available to read on EtoBox.

1. SAP was perceived as a product-driven company that lacked focus on marketing and branding. It failed to effectively communicate what it offered to customers. This led to most people being unaware of what SAP did. It was not until competitors entered with new internet-based services that SAP realized it needed to transform its brand image. 2. In 2000, SAP realized it was lacking in promoting its internet services. New competitors providing tough challenges made SAP realize the importance of strong market

Author

Soumya Barman

Language

EN