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Software Vendor Positioning Benchmark, Q4 2008

A Review Of Software Marketing Practices With A Self-Assessment Tool

December 23, 2008

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  • By Stefan Ried, Ph.D.
  • with Thomas Mendel, Ph.D.,
  • Edward Radcliffe

Why Read This Report

A year after we first published it, Forrester's vendor positioning review (VPR) methodology has become a proven strategy tool; Forrester analysts have applied it in multiple advisory engagements, and marketing professionals actively leverage it as a self-assessment tool. After studying vendors in several specific software categories, it's now time to use the methodology to assess the positioning of the software industry giants. We have assessed the corporate positioning and three representative product groups for each of these vendors: CA, Google, HP, IBM, Microsoft, Novell, Oracle, SAP, and Symantec. Their positioning appears on a spectrum from information technology (IT) to business technology (BT). The vendors show significantly different gaps between their corporate and product-related positioning: Some are well aligned; some have business-oriented corporate positioning yet purely technical product positioning; some have the opposite approach. Our study reveals some remarkable best practices from which vendor strategy professionals can learn.

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Table of Contents

  • Forrester's Vendor Positioning Review Has Emerged As A Proven Methodology
  • Leveraging The Software Positioning Benchmark Is As Easy As One, Two, Three

  • Survive A Budget Cut In Marketing Without A Drop In Customer Perceptions
  • Supplemental Material
  • Related Research Documents