TRSB (A): Strengthening a Service Brand in Business-to-Business Harvard Case Solution & Analysis

TRSB (A): Strengthening a Service Brand in Business-to-Business Case Study Solution

Threat of new substitute:

Probably, there is a limited number of products and services that cannot be substituted. With the fact that the service that TRSB provides has already found its substitute in the translation industry, which includes translation software that are not just limited to provide translation services related to one particular language but a variety of languages, such as Google translation service with 100 different languages.

Similarly, the variation in providing translation services to potential customers, such as undercutting of prices,which, mainly involve Chinese translational organizations that provide their services at the rate of 0.05/ word, which is quite less in comparison to those organizations who promise their customers to provide them with effective and high quality work. Hence, the threat of new substitute is high due to the threat of high switching costs.

4 P’s Analysis:

Product:

The product line of the organization varies depending on the type of project received from client. As the organization works in different segments, ranging in different industries, which include pharmaceutical, banking etc. The documents are translated mainly depending on two different languages, like French and English, belonging to different domain categories of documentation.

Price:

The prices of the translated documented products vary according to the requirement and demand of the clients. With the fact that different translation documents or projects offers are completed with respect to the pricing of product,the determination of price depends on the project type, indicating the profit margin to be relying on the satisfaction of customers as well as their effective performance and efficient services with high quality work. But quality is compromised by using CAT tool in a case where customers or clients do not agree to pay sufficient amount with respect to the efforts needed.

Promotion:

Promotion of the services and products are required in all means. Due to the reason that to remain competitive in any industry there is a need to keep on struggling and not letting their potential customers switch from their brand to others. Therefore, due to the entrance and launch of translation software in the translation industry,there’s a requirement of good marketing and promotion strategy for the organization to retain its spotless reputation and prevent loss of its potential customers.

Place:

In order to improve the brand image in any particular industry like TRSB’s brand image in translation industry, which is threatened to be at stake due to the undercutting pricing offers of local competitors in the market and launch of translation software. The organization is required to focus on its target market which it considers potential as it has already been operating with a significant growth in Quebec and Canada translation industry.

Alternatives:

Alternative – Personalization and Segmentation:

Tailoring of your brand according to the audience characteristics or micro persona.

Pros:

• Use of personalized marketing, allows the organization to build a relationship on the right foot through better understanding of their website visitors.
• It requires development of varied visions,which will allow the management of the organization to micro-target and increase the value of customers for lifetime.
• It indicates that the content provided to the customers matter to them,which makes them indulge their curiosity and deliver their feed backs.

Cons:

• It requires the collection of personalized data of the organization and individual target markets, which is considered as a violation against the privacy.
• Personalized advertising or marketing is not appreciated by many people and some people have known to take measures against such advertisement criteria.

Alternative – Improve Public Relations

The efforts in improving the public relations, mainly with their potential consumers.

Pros:

• Positioning of the organization trending on news and blogs, and representing it as a leader improves the brand image and increases the awareness.
• The sharing of one story at any single public location increases the chances of being shared as a source of promotion.
• The improvement of public relations with promotional events is cost-effective and is likely to represent significant outcome through building of consumer-contractor relationship.

Cons:

• In delivering any particular message or protecting it from being spread, the public relations tend not to be in direct control.
• There is a risk of leakage of some personal information, which might turn to be an entire new story.

Recommendation:

On the basis of the case analysis of the organization, the management of organization is suggested with two alternatives in order to resolve the brand image issue faced by the organization, due to the undercutting prices of services and launch of translation software. These two suggestions include: personalization and segmentation, and improving the public relation. These two alternatives to improve the brand image are considered on the basis of their pros and cons, demonstrating the selection of personalization and segmentation to be implemented. This is due to the reason that the cons of this strategy can surely be overcame by taking permission from specific market before the collection of data, which will not exploit the privacy concerns of the people.

Conclusion:

This study is conducted for the analysis of the organization’s situational analysis on the problems it has been facing, for which it has been suggested with two different alternatives, justified on the basis of their pros and cons, in order to help the organization in solving its problems and regaining its potential consumer’s relationship, to be effective. Therefore, on the basis of budget analysis, the organization is required to increase its advertising budget (Exhibit 4) for its potential growth.

Exhibits

Exhibit – SWOT Analysis

Exhibit – Porter’s Five Forces Model

Exhibit – Alternatives

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