Case Study $2$

SSD INFOTECH

During the boom times, many firms providing computer education to students used to

survive and thrive in the Indian market. But the boom did not last forever and the bust that

followed took its toll on the educational IT services sector. Aptech sold off its business to

SSI and many other firms exited the business.

SSD InfoTech also found its business squeezed and had to think of new segments. The

company refocused attention on the corporate segment which also requires computer

training for its employees. Over a period, the business that came from the corporate sector

swelled from $20\%$ of its total to $65\%$ of the total. At the same time, its affiliate channels

through whom a lot of its consumer$($student$)$ business was done came down from $200$ to

$125$ in number, signaling a decline in that segment.

In bad times, it makes sense to have a re$-$look at the segmentation and the overall

marketing strategy. This may involve re$-$positioning yourself at times, in line with the

requirements of the new segments being targeted. Also it could involve changes in $7$Ps of

marketing.

Questions :

$1.$What are the $7-$Ps in Services marketing $?$

$2.$What is the $8$th P in Services marketing $?$

$3.$ What changes should SSD InfoTech make in its positioning and its $7$Ps to successfully

serve the corporate market $?$

$4.$ Why do you think that services$$ marketing needs the expanded marketing mix $?($ie$.$

Additional $3$Ps $$ People, Process, Physical Evidence$).$ Explain