Marketing plan for AbiliCor Market segmentation, targeting and positioning for AbiliCor in Swiss consulting

Abstract

As a young small consulting firm, also known as a spin-off from FHNW, AbiliCor has been suffering from a lack of labour, which prevents it from developing a proper marketing plan for the potential customers. In order to avoid the direct competition with big opponents such as Accenture, IBM, PwC,... , it is essential that the company should focus on a certain group of end customers and design the suitable marketing programmes to inspire the needs for digital transformation inside them. Having no clue about which target group it should focus on, the company needs to develop a full strategy for market segmentation, targeting and positioning based on market research. At the same time, AbiliCor also needs to build communication channels for its end users respectively.