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Thought Works Case Study

ThoughtWorks is positioning itself to target Type A firms that take on high-risk strategies. Type A firms are the best target as ThoughtWorks' core competencies align with progressive, technical work. ThoughtWorks will position itself as [1] guaranteeing success on high-risk projects on time and budget through specialized talent and agile methodology, [2] having an edge over competitors by meeting delivery dates and budgets, and [3] high-risk projects represent profitability through reducing risk for clients. The assumptions are that ThoughtWorks' past niche market success through efficiency translates to this new positioning, and dedicated talent and agile methodology will ensure quality service.

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2K views

Thought Works Case Study

ThoughtWorks is positioning itself to target Type A firms that take on high-risk strategies. Type A firms are the best target as ThoughtWorks' core competencies align with progressive, technical work. ThoughtWorks will position itself as [1] guaranteeing success on high-risk projects on time and budget through specialized talent and agile methodology, [2] having an edge over competitors by meeting delivery dates and budgets, and [3] high-risk projects represent profitability through reducing risk for clients. The assumptions are that ThoughtWorks' past niche market success through efficiency translates to this new positioning, and dedicated talent and agile methodology will ensure quality service.

Uploaded by

hye_ritu
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Thoughtworks Case Study Analysis

Challenge:-

On the basis of the information that Guerriere has, how would you position ThoughtWorks to
the target of Type A firms? What assumptions about Type A firms underlie the positioning that
you propose and how can market research explore the validity of those assumptions?

Case Study: -

The case study is about the positioning dilemma of the company. As a medium sized IT systems
integrator, ThoughtWorks (TW) survived the downturn in the IT Services industry and emerged
in 2003 with record annual revenue of $75 million. With the brightest minds in the industry, the
champion of Agile methodology and on the path as the leader in enterprise architecture, TW was
ready to leverage its strengths and compete on large scale projects. To compete in this arena,
TW leaned on its Marketing department to develop a global brand. The reputation for superior
delivery capabilities needed to be imprinted in the minds of every Global 1000 IT decision
maker. Before embarking on this endeavor, TW commissioned a study to identify prominent
customer perceptions that would be relied upon in developing the marketing strategies

Segmentation:-

Gaerriere consulted with IT analyst firm Gartner and segmented their prospective clients into
three categories:-

Type A firms "adopted high-risk strategies to gain the high-potential rewards"

Type B firms were "moderate risk"

Type C firms were "cautious adopters of technology".


Targeting: -

Type A enterprises are the best targets as ThoughtWorks's core competencies are progressive and
deeply technical. While the company is the niche market, currently comprising only 30% of
companies, the trend has been towards more advanced technologies and higher-risk strategies
allowing for the recent growth from 15% of companies and indicating the potential for new
growth in the future.

Positioning: -

Positioning statement: To succeed in high-risk IT projects and provide services within time and
budget by implementing agile delivery method employing talented staff.

1) For Consumers/Targets: -

We will provide "guaranteed success in high risk projects within time and budget" efficiently
with the help of our specialized and talented staff and agile delivery method.

2) For Competitors: -

We will deploy high-quality consultants and utilize the flexible Agile methodology to meet or
beat the clients' delivery date and stay within budget which gives us an edge over our
competitors (In-House, Big Five and Offshore) fail to do so. And also our targeted clients are
mainly among the Type A enterprises (risk-taking pioneers of advanced technologies), lowering
the risk and increasing the success rate of a project can be considered valuable.

3) Profitability from this positioning:-

Big innovative projects involves high risk and therefore involves high cost. To get the good IT
support, the companies are more likely to spend more especially when IT support can
significantly reduce the associated risk.
Validity of Assumptions

As we have been successful in the past with niche market by efficiency in working, we will also
be successful with this positioning. Our past track records the supports our future efficiency. We
have dedicated and talented employees and also the future recruitment policy of employees make
sure the good service and accuracy in work to our clients. We are also good in agile delivery
method.

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