Thoughtworks Company Case Analyses
Autor: reemallrasheed • October 20, 2015 • Case Study • 423 Words (2 Pages) • 1,150 Views
The main issue being addressed in the analysis is the need to improve the branding of Thoughtworks Company products so that the company can increase its consumer base and convince the giant potential investors to be part of the company and help in the growth of the company for it to be able to compete favorably with other information technology companies (Baumeister, 2015). The former president and chief operations officer, Trevor Mather attributed the company’s sluggish growth to the lack of aggressiveness in the branding of its products (Mudambi, 2002) . This means the future of the company’s growth is on the hands of the marketing department. Since the company is interested in promoting its brand so that it can compete globally, its marketing budget must be increased to incorporate the additional costs of brand promotion.
Analyzing the future prospects of Thoughtworks there are three options moving forward. The company can open its doors for potential investors so as to increase its capital base and make it upgrade its service delivery (Van Auken, 2015). Moreover, inviting the potential investors in the company will increase its market scope and enable it to achieve its goals of building a global brand.
The other alternative is merge with company in the Information technology industry such as Accenture and Touché so that they share the knowledge and skills they have acquired in the industry, the management and take control of the market (McGrath, 2013). Finally the company can opt to remain as it is with a small marketing budget that they can comfortably manage rather than risk merging with other companies because their chemistry might not blend well.
Recommendations
Thoughtworks Company should invest in the branding of its products so as to increase the market awareness and the consumer base.
The company should also partner with private investors to be able to boost the quality of services offered as this is the only way it will achieve its goal of building a global product.
References
Baumeister, C., Scherer, A., & Wangenheim, F. V. (2015). Branding access offers: the importance of product brands, ownership status, and spillover effects to parent brands. Journal of the Academy of Marketing Science, 1-15.
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