Abstract

The caselet examines the various strategies adopted by SAP India to become the leader in the ERP systems market in India. It specifically focuses on the initiatives taken by SAP India to win over the small and medium business (SMBs) and encourage them to make use of SAP solutions. The caselet also discusses the low pricing strategy of SAP India’s ERP solutions for SMBs to counter the competition from Oracle.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Identifying potential foreign markets
• Segmenting and targeting small and medium sized businesses. Various segmentation and targeting strategies of SAP India to win over small and medium businesses in India
• SAP solutions to enhance supply chain efficiency, enhance partner collaborations and improve customer relationships
• Pricing strategy to counter competition and penetrate the target market
• and New product development and customization of software solutions

Keywords

SAP AG, ONGC, Indian Oil, Infosys, Wipro, Ranbaxy, Bajaj Auto, Hero Honda, Alembic, Client/server enterprise application software, High-end technology, Supply chain efficiency, Partner collaborations, Customer relationships, Global strategy, ERP products, mySAP, mySAP All-in-one, E-business, Oracle e-business Suite, subsidiaries, Road show campaign, Prepackaged software solutions, Small and medium businesses (SMBs), Segmentation, Targeting strategy, Pricing