Marketing Assignment #1 November 9, 2007
Thoughtworks Positioning Statement and Analysis
Our Position: Thoughtworks is your system integration partner for innovative solutions and on-time delivery.
Target Audience: IT managers/CIOs/ technical decision makers of Type A enterprises ? larger companies who can take risks and are pioneers in advanced technology and innovation. In addition, inclusively IT managers/CIOs/technical decision makers of smaller enterprises (Types B and C) who see that we can handle the larger deals.
Thoughtworks wants to contract more large-scale projects, because in their current situation key analysts are often tied up in smaller projects for long periods of time.
This target audience is specified in Part A of the Thoughtworks text; however, John Guerriere, VP of Marketing, was expecting a direct correlation between Type A enterprises and an appreciation of agile technology, in which Thoughtworks is a pioneer. The customer research showed no such correlation. Instead, the customer research showed that customers hire Thoughtworks primarily because of their proven track record of effective and on-time delivery and service.
Additional Target Audience: opening market due to the trend of outsourcing by many organizations, including the Big Five.
Positioning ? Thoughtworks must own its ...