MKT 832- CASE STUDY

Running Head: MKT-832 PURPLE CLOUD CASE STUDY

Purple Cloud Case Study

Samuel J. Arellano

Grand Canyon University: MKT-832

November 25, 2020

INTRODUCTION

Purple Cloud has been in existence for 15 years and is a small well-respected business in the security sector. Although the company has been growing, it has experienced some issues that has affected growth and development. Owner, Nathan Tecnoti has created an acquisition strategy that allows them to acquire companies that had promising security technologies. Purple Cloud has recently acquired is ABCTech, which is software company that offers a distinctive product that offers their clienteles the ability to be able to a single system update rather than typical frequent updates that competitor software companies have, this is also offered at an affordable cost. The software needs very little improvement and upgrades at this time. In regard to having this software under Purple Cloud’s umbrella, it would assist in making them a major force in the sector. Comment by Lisa Klein Pearo: Yellow= grammar, punctuation, capitalization, word choice, spelling Comment by Lisa Klein Pearo: Where are your in-text citations?

SUMMRY OF THE MARKETING ISSUE Comment by Lisa Klein Pearo: Spacing between paragraphs not consistent with APA

As the internet grew, so did Purple Cloud, however Tecnoti was unable to keep up with evolving technologies and was frequently outdone by larger companies with substantial marketing budgets and proficient technical staff. With the acquisition of ABCTech, Purple Cloud will now be able to compete with other well-known companies in the securities sector. The ground-breaking product that ABCTech created allows for a single update to the end user’s computer which minimalizes security threats, this new technology would help in catapulting Purple Cloud into a dominate market leader. There is heavy emphasis on entrepreneurs and their ability to create a new good or service, a new production technique, or open a completely new market (Lowry, 2019). Purple Cloud has an opportunity to be able to capitalize on the advantages of the software capabilities and use this to their advantage. Purple Cloud has yet to take advantage of the uniqueness of the ABCTech product. Merging the two brands would be the most beneficial strategy for Purple Cloud, as this will add to their arsenal of products that they offer to their clients. Comment by Lisa Klein Pearo: Assignment asks for TWO viable strategies.

In creating a successful launch, Purple Cloud will also need to amalgamate all key players from ABCTech into the current business model in order to solidify the company’s future growth, management will also need to create a structure that will be minimally disruptive to Purple Cloud’s current business structure, in doing so, Purple Cloud could become a dominant market leader through revenue and profit growth. The total key players under the new structure would now give Purple Cloud nine key roles, including a seasoned marketing director, Herbert VaderLugt, and a Director of Customer and Technical Support, Tom Englewood. In utilizing these two key players to its advantage Purple Cloud will be able to take on challenges in where it was lacking prior. In assimilation of both company’s talent and creating a company culture that empowers team members to challenge themselves and current practices, immerse themselves in technology, gain insights and learn and develop as leaders (Lavey, D. 2018). Marketing and IT can have a viable role in merging the brands, Alex James, Head of Strategy for PHD Media says” A need to understand humanity combined with a way to influence through technology will see more synergies between the two roles in the coming years. “James goes on to say, “Given the data and privacy issues associated with big data there is also an argument for both Marketing and IT to report through to legal and compliance. “Where I see growth is in the hybrid roles – compliance within Marketing and Marketing specialists within Risk departments – to be the bridge,” (Integrate, 2019). Comment by Lisa Klein Pearo: Blue indicates APA issues. Do a global edit for the issues highlighted. Check your intext format. Comment by Lisa Klein Pearo: Check requirement for block quotes. APA formatting requirements differ for quotes more than 40 words.

ETHICAL IMPLICATIONS FROM MERGERS

Current employees from ABCTech, may feel uneasy by merger, as they transition into one company. When mergers happen quite often there is fear of possible job eliminations, or additional job duties or perhaps even changes in job titles. The executive management team must n=address any issues up front and create synergy within the two companies, this also includes embracing innovation, as to instill cohesiveness and cultivate motivation amongst all employees. Bellini, P., et al. 2016, state that relationships between either material or conceptual organizational resources that may influence organizational effectiveness.

In merging of two different companies, focusing on the similarities of the Mission and Vision can greatly assisting in stating that Purple Cloud is committed to the same result the ABCTech has built itself upon. Working together to build an interconnected plan to create a new company culture that embraces the mission and vision statement of Purple Cloud. One of the most important parts of a successful merger is ensuring the team understands the company culture and is committed to the same goals as they move to cultivate the future growth and development.

References

Bellini, C. G. P., Pereira, R. de C. de F., & Becker, J. L. (2016). Organizational structure and enterprise systems implementation: Theoretical measures and a benchmark for customer teams. Information Technology & People, 29(3), 527–555. Comment by Lisa Klein Pearo: No extra spacing. Check proper APA format for titles, authors, DOI’s.

Lavey, D. (2018, July 1). The Power of Culture: By embracing diversity and fostering

innovation, insurance companies can help their businesses thrive. Best’s Review, 119(7).

Lowry, K.M. (2019). Combining Innovation & Technology for Real Change. AALL Spectrum,

Volume 23, Number 3 (January/February 2019), pgs. 30-32.

(2019). With the increasing confluence between marketing and IT, will we see a merging of

these roles in the future and what does that mean for AV teams? Integrate 2019 Enterprise

Technology Report (December 2019).