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Assessing The Marketing Plan Of Accenture Commerce Essay

Accenture is a planetary direction consulting, engineering services and outsourcing company. It boasts of a alone experience, comprehensive capablenesss across all industries and concern maps, and extended research on the universe ‘s most successful companies, . The chief purpose of the company is to join forces with clients to assist them go high-performance concerns and authoritiess. Thus this company is a good company for survey. Here I am analysing their market scheme and how they could increase their client base round the universe. Keller, K ( 1998 )

Rival Analysis

One of the major rivals of Accenture is IBM company. The fiscal and company statistic of both have been compared below. Both are into similar concern and specially vie in the country of consultancy to identify corporate clients.








Market Cap:












Rev. Growth ( ttm ) :

-11.20 %



0.80 %

16.10 %

Gross ( ttm ) :






Gross Margin ( ttm ) :

30.01 %



45.73 %

36.21 %

EBITDA ( ttm ) :






Oper. Margins ( ttm ) :

12.59 %



19.49 %

6.97 %

Net Income ( ttm ) :






EPS ( ttm ) :






PE ( ttm ) :






PEG ( ttm ) :






PS ( ttm ) :






Pvt1= Deloitte Consulting LLP ( in private held )

Pvt2= HP Enterprise Services ( in private held )

IBM= International Business Machines Corp.

Industry= Management Services

Direct client contact has made Accenture one of the most successful companies of the1990s “ Accenture is following the scheme of what called “ Direct concern Model ” . The significance of their theoretical account is -It is really acquire to hold a relationship with the client, and that creates valuable information, which, in bend, allows them to leverage their relationships with both provider and clients. Along with that information with engineering, and they have the substructure to revolutionise the cardinal concern theoretical accounts of major planetary constituents. Keller, K ( 1998 )

Accenture ‘ competitory schemes are “ speed to market ; superior client services ; a dynamic committedness to bring forthing systematically high quality, custom-made systems that provide the highest public presentation and the relevant engineering to their clients ; and an early development of the Internet. The company ‘s extraordinary growing and profitableness en path to going the 2nd largest advisers in the universe. Accenture used different selling schemes to sell at that place services around the universe doing them the most successful company in the universe.

Through its build-to-order fabrication capableness, Accenture has been able to cut many of the hazards of the concern. The company can prevail on lower stock lists and take advantage of monetary value cuts more rapidly than rivals. Selling service straight to clients besides reduces costs by extinguishing trader markup. Brooks, I and Weatherston, J. ( 1997 )

Market Analysis

Accenture ‘s pinnacle to market leading is the consequence of a relentless focal point on presenting the best client experience by consecutive off selling merchandises and services online and through catalogs.They put a great trade of accent on understanding what drives the client satisfaction, whether it was response times on the telephone, quality of merchandises, valuable characteristics, or the easiness of experience in utilizing the merchandise. Prosecuting the full company – from service supplying to gross revenues to back up staff – in the procedure of understanding client demands became is a changeless focal point of direction, energy, preparation, and employee education.Accenture Computer Corp. has used the Internet to pare costs and hike gross revenues, both of which were going progressively hard to make in the concentrated consultancy market of the late ninetiess. It made possible for clients who antecedently had placed custom orders via the telephone to put them on Accenture ‘s Web site. Customers selected constellation options, acquire monetary value quotation marks, and order both individual and multiple systems. The site besides allowed buyers to see their order position, and it offered support services to Accenture proprietors. Given below is how Accenture has been runing in the market in the twelvemonth 2009.

Environmental Analysis

Accenture helps organisations create and implement discovery operational and transformational solutions. This is critical for any company today. There are many environmental factors which become important in the environment in which Accenture is runing. The economical environment has a important impact on consumer behavior. This factor becomes all the more relevant T in the recession period. Security of a good occupation and a regular income to pass on goods are factors that consequence consumer behavior. Selling and advertisement do influence consumers in assisting them to buy a peculiar merchandise or service. Brassington, F and Pettitt, S, ( 2000 ) ,

Peopless societal category will besides consequence their behavior. The function of society is critical. Be it the profession based influence like Actors, Doctors, applied scientists, low class staff, and female parents and male parents besides consequence the purchase determination. Besides being parents affects consumers ‘ purchasing wonts based on the age of the kids, the nature of occupation.Say if you are a extremely paid functionary you could purchase consultancy more easy than a lower category of corporate consumer. Besides many other characters influence the consumer purchasing determination. The individual ‘s personality be it extrovert ( out traveling and spends on luxury and merriment ) and introvert traits ( supports to themselves and purchases with online or mail order ) once more has an impact on the types of purchases made. Brassington, F and Pettitt, S, ( 2000 ) ,

Customer Analysis

One survey which is critical when analyzing the consumers of Accenture are the mention groups in the corporate patronage. Mention groups are close groups of people consumers may look up towards to that have an impact on consumer behavior. They could be famous persons like Brad Pitt or your immediate household members. Other influential people like Opinion leaders are those people that you look up to as you honor their positions and judgements and these positions may impact consumer determinations. Besides the type of consumer demand of Accenture consumers can be explained by the motive theory of Maslow.

Abraham Maslow hierarchy of demands theory was targeted to explicate what motivated persons in life to accomplish. This was explained in the signifier of a hierarchy. He explains that consumers aim to run into basic psychological demands of hungriness and thirst. When this has been fulfilled they so go up to the following phase of the hierarchy, safety demands, here their cardinal demands are occupation security, place security and the accent that an income will be available to them on a regular basis. Booms, B.H. and Bitner, M.J. ( 1981 )

Social needs come in the 3rd degree of the hierarchy, the demand to attachment to person, to be loved is a normal human desire and people do work for this belonging. Esteem demand is the ext in the hierarchy and means the demand for position and acknowledgment among equals in the society, position of people, the acknowledgment to hold a good occupation rubric and be known are all demands that add to the symbol of position.

Self-actualization or the realisation that an person has reached his potency in life is the top most in the demand pyramid. The demand of self-actualisation is critical to the person, as he merely know when he has reached the point of self-realization.

This construct helps an Accenture seeking to sell a merchandise or service to a consumer. it is known to all that selling is about carry throughing demands and supplying benefits, Maslows need construct suggests that needs differ as move along our way of endeavoring for self-actualisation. Accenture clients are besides looking for the position and ego esteem demand to be fulfilled among the higher category buying services. Maslows construct is utile for houses as it helps to understand and work for consumer demands and wants.

Internal Analysis

Accenture ‘s corporate doctrine is elect and rather different from many a companies. The same has helped it organize a good will among prospective clients. Below are the nucleus elements of the Soul of Accenture as they province their corporate civilization drumhead header:


They believe in making loyal clients by supplying a superior experience at a great value. They are committed to direct relationships, supplying the best merchandises and services based on standards-based engineering, and surpassing the competition with value and a superior client experience. Blythe, J. ( 2001 )

The Accenture Team:

They believe our continued success lies in teamwork and the chance each squad member has to larn, develop and turn. They are committed to being a meritocracy, and to developing, retaining and pulling the best people, reflective of our world-wide market place.

Direct Relationships:

They believe in being direct in all they do. They are committed to acting ethically ; reacting to client demands in a timely and sensible mode ; furthering unfastened communications and edifice effectual relationships with clients, spouses, providers and each other ; and runing without inefficient hierarchy and bureaucratism.

Global Citizenship: Booms, B.H. and Bitner, M.J. ( 1981 )

They believe in take parting responsibly in the planetary market place. They are committed to understanding and esteeming the Torahs, values and civilizations wherever they do concern ; productively turning in all markets ; advancing a healthy concern clime globally ; and lending positively in every community they call place, both personally and organizationally.


They have a passion for winning in everything they do. They are committed to operational excellence, superior client experience, taking in the planetary markets they serve, being known as a great company and great topographic point to work, and supplying superior stockholder value over clip. Blythe, J. ( 2001 )

( Source )

SWOT analysis:


One of the best consultancy providers.A A

A It has been more than 50 old ages in the market.

A A broad scope of coverage in corporate patronages areas..A

A Promotions are really strong and effectual


Pricing is a small high

Has a premium scope of services

Customers service is to be worked upon


Wide universe broad coverage.

USP is the clasp of loyal consumers

Provide new services for new corporate companies

Turning consultancy services

Prominence in the head of the cardinal consumers

Recovery from recession of the clients. Baker, M. ( 2000 )


A A Recession, has lessening disposable income in people

Other rivals like IBM.

Changing mentality of clients

Lack of trueness of trade name among this section consumers.

Selling Plan Phase 2 ( Aims and Strategy Development )


Executive Summary

The strategic direction literature is far from clear in explicating how houses choose to explicate scheme and implement it. Indeed, there are many different schools of strategic direction that aid to explicate the mode in which houses engage in strategic decision-making and action. These include the design, planning, placement, acquisition, entrepreneurial, cognitive, power, and cultural school, to call merely a few. There is no right school of strategic direction that should be followed, but different houses tend to subscribe to different schools depending on the industry in which they compete and the nature of the house. The planning school is appropriate for such houses because of the nature of the industry in which they compete. At the same clip, important investings are required to endorse up any strategic or tactical determination made by such companies. In add-on, the hereafters of the consultancy companies are extremely mutable and unknown, with factors such as monetary values fluctuating greatly. As a consequence, these houses tend to follow principals from the be aftering school of scheme because these help the house to concentrate on the external environment in which it competes and inventing schemes based on such an environment. As such, when analyzing what guides the scheme of a house like Accenture, it is besides of import to analyze the school of strategic direction that best explains its pick of scheme. In Accenture ‘s instance, this is the positioning school, as discussed following. Brassington Frances and Pettitt Stephen ( 2006 )

Marketing Aims

The positioning school of strategic direction positions the scheme procedure as an analytical one in nature. Whilst many bookmans have written about this school, the dominant advocate has been Porter ( 1980, 1985 ) . In this respect, the intent of house scheme is to set up a place within the industry that is profitable. Harmonizing to Porter ( 1980, 1985 ) this requires a house to analyze the industry within which it competes in footings of the five forces: the strength of the competition amongst viing houses, the menace of replacement merchandises and services, the menace of new entrants, and the comparative bargaining power of purchasers and providers. On this footing, it is possible for houses to choose on of three generic schemes – overall low cost, distinction or concentrate – that aid it to capitalize on a place within the industry that provides for above-average industry profitableness. In order to cognize which of these schemes is the most appropriate for a house, it is necessary to look at its assorted parts. In this regard, taking a broader and deeper image of the house is of import in understanding the context within which it competes because as Porter ( 1980, 1985 ) notes: “ competitory advantage can non be understood by looking at a house as a whole. It stems from the many distinct activities a house performs in planing, bring forthing, selling, delivering, and back uping its merchandise ” . As such, the value concatenation is an of import manner of measuring the Accenture primary activities – its inbound logistics, operations, outbound logistics, selling and gross revenues, and service – every bit good as its support activities – house substructure, human resources direction, engineering development, and procurement – and assess countries of independency and common dependance.

Accenture is a low cost supplier, but besides manages to utilize its design of the supply concatenation to supply a differentiated offering. The estimated earning od Accenture as doen by analyst has been shown in the tabular array below:

Net incomes Est

Current Qtr


Following Qtr


Current Year


Following Year


Avg. Estimate





No. of Analysts





Low Estimate





High Estimate





Year Ago EPS





Targeting and Positioning

Cleavage: Accenture concentrating on upper-end clients. They have different sections and different USPs. While there are many possible avenues to work in footings of gross revenues chances for these companies, the market is extremely segmented in such a manner that it is of import for Accenture to prosecute in mark selling. This is the point where the peculiar companies must make up one’s mind whether they will separately follow a niche market or a full-line scheme. Accenture therefore caters to a huge market that excessively separately. Brassington Frances and Pettitt Stephen ( 2006 )

Stigmatization: Accenture is a good known trade name. Although its gross revenues have been falling but it has been one of the key participants in the consultancy market. Its name and usage of service is associated with many a known names in its market. It is the taking trade name in the universe, with a focal point on public presentation and international presence.

Positioning analysis: Accenture sees positioning as a cardinal factor in turning the trade name in developing markets of Asia like China, Korea, and Malaysia. Furthermore, Accenture already had marketing affiliations in Asiatic market sections.

Competition: While Accenture construct merchandise lines and selling runs the major competition is from IBM. Thus the publicity schemes of these two companies being similar, the joint advertisement and publicity cost are certain to be reduced as of their independent cost. They can aim a broad scope of sections which includes consultancy and solutions for the corporate client. While both these trade names make usage of a distinction scheme to pull its clients, IBM concentrates its attempts on a wide cost scheme attack. The distinction scheme of the Accenture can be seen in action by analyzing the assorted productions of this company.A In looking towards the hereafter, the company seems to put into a place to steadily increase its market portion and trade name value to better compete in the consultancy concern and to assist in transmutations of clients. Hoyer, W.D. and MacInnis, D.J. ( 2001 )

Cleavage: Accenture can now truly concentrate on premium service full of design and innovation-the sort of service people with excessively much money like to purchase. Accenture have their ain USPs.

Growth Strategies ( if the aims set refer to growth/improvement of current place )

BCG analysis

Here I would state that Accenture is in the hard currency cow place. Thus it should now reap its merchandise that is the Accenture company should now halt puting money in mass publicities of Accenture and delay for the right clip for the market to take up dynamism. Hoyer, W.D. and MacInnis, D.J. ( 2001 )

Therefore it is suggested that Accenture should non merely acquire back and delay for this hard currency cow to give returns. It has been listed as a hard currency cow because the sum of gross which can come from this merchandise is now saturates. Another scheme that it can follow is that it should do this trade name and launch it in the Asiatic market where recession has n’t taken such a large toll. There it can be launched as a inquiry grade and will necessitate high sum of publicities and distribution to be established in a new state. This is a scheme that Accenture should take on to last in a planetary market like that of today. This is by far the lone manner in which it can cover up the market impregnation the company has reached at nowadays.

Ansoffs Matrix:

A Harmonizing to the Ansoffs Matrix there are four major schemes that Accenture can follow. However the scheme that is recommended is Product /service development. This scheme is recommended for Accenture as they have still got basic jobs with their merchandise that is differentiation signifier competitors.. This is to be improved. Aaker, D and Joachimsthaler, E ( 2000 )

Invention in engineering demands to be added to these merchandises to convey in more concern in the current markets. Global Customer wants value for money that is cheaper monetary values and good quality. Besides in this field new engineering and enticing the client with the same is really of import a suggested to Accenture.

PESTLE Analysis

PESTLE Analysis or study of the selling environment include history of house, macro/micro factors that are relevant including a stakeholder analysis

. It is critical to understand the toothpaste excessively through these points of scheme. This categorization distinguishes between:

Political factors. These refer to authorities policy such as the grade of intercession in the economic system. What goods and services does a authorities privation to supply? The liberalisation by the authorities has of class helped out the concern in consultancy companies to last in recession excessively.

Economic factors. These include involvement rates, revenue enhancement alterations, economic growing, rising prices and exchange rates. These include

higher involvement rates may discourage investing because it costs more a strong currency may do exporting more hard because it may raise the monetary value in footings of foreign currency

rising prices may arouse higher pay demands from employees and rise costs

higher national income growing may hike demand for a house ‘s merchandises

It is seen in recession times that many delegate have been shown the pink slip.. But the same phenomenon has besides lead those who could get down buying this merchandise to discourage and non purchase it due to the conservative nature that has seeped in the consumer after recession round the universe specially to the consultancy concern sector..

Social factors. Changes in societal tendencies can impact on the demand for a house ‘s merchandises and the handiness and willingness of persons to work. For illustration the consumer of the Accenture service may change organize one state to another.

Technological factors: new engineerings create new merchandises and new procedures. Online shopping, saloon cryptography and computing machine aided design are all betterments to the manner we do concern as a consequence of better engineering. Equally far as Accenture is concerned, it will hold to integrate these in its portfolio of services excessively for the easiness of the clients.

Environmental factors: environmental factors include the conditions and clime alteration. Changes in temperature can impact on many industries including agriculture, touristry and FMCG. With major clime alterations happening due to planetary heating and with greater environmental consciousness this external factor is going a important issue for houses to see.

Legal factors: these are related to the legal environment in which houses operate. In recent old ages universe has been many important legal alterations that have affected houses ‘ behavior. Legal alterations in a state can impact a house ‘s costs ( e.g. if new systems and processs have to be developed ) and demand ( e.g. if the jurisprudence affects the likeliness of clients purchasing the good or utilizing the service ) .Thus the same are critical in the analysis of Accenture. Aaker, David and Joachimsthaler, E. ( 1999 ) .

Choice of Competitive Advantage

Equally far as the competitory advantages is concerned Accenture has to work on the undermentioned countries in 2010

The company is fring its growing in the market

The company is discerning to distribute to other states

The emphasis of the company has ever been consultancy no other service

The company has priced its merchandise at a really high monetary value as compared to the close rivals.

Besides the fact that rivals like IBM are present in the market, it becomes all the more of import to convey up a really strong competitory advantages. Accenture should make this by a good supply concatenation direction across the universe. Understanding the strategic picks of Accenture is of import in supply concatenation direction ( SCM ) because it helps to set up the focal point on the company ‘s activities. Indeed, SCM reflects “ the direction of the interconnectednesss of organisations that relate to each other through upstream and downstream linkages between the procedures that produce value to the ultimate consumer in the signifier of merchandises and services ” . SCM is a critical constituent of this.

Through SCM Accenture can analyze ways of being more efficient, particularly for an overall low cost scheme, and good as adding more value to stop clients, of import for a differentiated scheme. In the instance of Accenture that adopt an overall low cost scheme, the end is to increase gross revenues volume whilst besides cut downing unit costs because this helps to better the border achieved by the house. Over clip, a house can capitalize on economic of graduated table through investing in substructure, every bit good as larning curve effects and possibly more effectual buying determinations, supply concatenation efficiencies and better logistics direction. When following such a scheme, it may besides be pertinent to non merely optimize single links within the supply concatenation, but analyze how efficiencies can be made across the supply web since it can easy be possible for a distant provider in the supply web to interrupt the full supply concatenation. Nonetheless, many efficiencies are likely to be found in the immediate supply concatenation because the house has greater control over this portion of the supply web.

Marketing Mix Programme

Equally far as the pricing of Accenture is concerned, it is small on the premium side. As compared to IBM it should cut down its prizing to competitory degree. Whilst commanding costs is still of import, focal point is placed on the Accenture intangible assets and its ability to leverage these within the value concatenation.

Product wise Accenture has a good scope of services to offer backed up by a good client attention. More so it could send on incorporate to engineering doing in assorted Fieldss to spread out concern and net incomes. In the instance of Accenture prosecuting a differentiated scheme, these aim to concentrate on those facets of their merchandises or service proviso that add most value in the eyes of the consumer.

A critical constituent of this scheme is to understand which parts of the supply web should be kept in-house and which should be outsourced, or possibly even acquired. In-house activities are those that add greatest value to the house and where its has peculiar competency, whilst the outsourcing of supply concatenation activities should take topographic point for more peripheral activities within a Accenture value concatenation.

In world, merely as Accenture do non ever follow one of the three generic schemes, but a intercrossed corporate scheme, so should they look for a intercrossed attack to concern. The cardinal point, nevertheless, is that there is alignment between Accenture corporate scheme and its selling mix attack

Theory edifice in MARKETING MIX based strategic research has focused on two countries: international selling mix direction ( MARKETING MIX ) and decision-making in stock direction. Selling MIX research has focused on the potentially virtuous and barbarous rhythms that are apparent in Accenture. The overall analysis of this is that Accenture were by and large confronting reenforcing cringles that led to either successful or unsuccessful Selling MIX. One of the major issues in MARKETING MIX is service direction, with the general job that persons do non understand the feedback mechanisms that lead to failure in the selling system. Accenture tend to concentrate on stock list direction, demand elaboration, selling mix re-engineering, and marketing mix design.This work is peculiarly appropriate to the bullwhip consequence and the selling mix redesign that has been taking topographic point at Accenture.

The impression of the bullwhip consequence in selling mix which is followed by Accenture came from work by Procter & A ; Gamble, a fast-moving consumer goods ( FMCG ) company that had a big, complex international selling mix. During the procedure of pull offing their selling mix, the company noticed that as information went up the selling mix, the deformation of that information increased. The market negative consequence is the term used to depict this consequence. It consequences from a deficiency of synchronism between members of a selling mix, which is amplified the greater the figure of members and the larger the figure of defaults in the slae system linkages through which information base on ballss. The jobs that Accenture face is that since supply features do non fit demand features, stock list starts to roll up at the different phases of the selling mix. Accenture is endeavoring with the job of bringing and supply and demand mismatch since 2004. Marketing mix direction is the inadvertence of stuffs, information, and fundss as they move in a procedure from provider to maker to wholesaler to retailer to consumer.

A selling mix is the group of organisations, people, engineering, information and resources consisted in reassigning the merchandise or good from the manufacturer to the terminal consumer.. Supply concatenation helps in the selling mix in traveling the natural stuff to the maker, the concluding good or ready merchandise to the jobber and from their to the consumer..

It is of import to hold glimpse at the constituent of the selling mix direction to understand the relevancy of integrating planning and direction of the same.

. There are six cardinal elements of the company that are critical to any concern:

aˆ? Production

aˆ? Supply

aˆ? Inventory

aˆ? Location

aˆ? Transportation, and

aˆ? Information.

Accenture attempt to cover with the dangers of the selling defaults through the prediction of demand. This is of import because demand is seldom stable. Such variableness frequently means that Accenture need to maintain a grade of safety stock ; efficaciously an stock list buffer. The farther up the supply concatenation towards natural stuff manufacturer, the greater the ascertained demand, and hence the greater the safety stock that is required. When demand rises in a given period, downstream providers increase their orders, whilst during falling demand, the converse occurs. Since fluctuations in demand are more marked up the supply concatenation, this increases the size of the oscillations faced through the supply concatenation. This is something that Accenture has to pull off. No consumer should travel unattended.

There are a figure of factors that contribute to the negative selling mix consequence. First, forecast mistakes can easy happen merely because Accenture are incognizant how demand many alteration over clip. Even for goods that have a common demand pattern there can be cases where demand all of a sudden changes because of unknown factors. Second, there can be an overreaction to backlogs in supply of service by the company.

In the diagram below of the company ‘s supply concatenation ; the pointers are for supplier-relationship direction, internal SCM and customer-relationship direction.

A supply concatenation starts with ecological and biological ordinance of natural resources. This is so taken on to provide of natural stuff, many production links before one moves to several beds of storage installations of assorted size and remote geographical locations. Then on it eventually reaches the consumer. Here the service to be delivered although is the monetary value which besides has to be followed up for client attention after sale. Therefore this as a whole can better the gross revenues of the company to convey in an effectual selling mix scheme for Accenture.

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