PROJECT MONITOR FOR GEOMETRY, LLP

Abstract

The main aim of this practicum project is to help Geometry develop a Business Intelligence solution for small and medium enterprises and its marketing strategy. Using the company’s experience in previous projects, the team identified key performance indicators and developed management dashboards for three industries - fitness, distribution, and restaurants - with two levels of complexity. In order to prepare a marketing strategy, the team conducted surveys of current and potential customers both phone and online. The team used the following frameworks for the analysis of the problem: SWOT, Porter’s Five Forces, and Marketing Mix (4 P’s). The key findings from the analysis led the team to recommend the company to choose between one of the following two strategies. Strategy one: focus on only two segments of potential clientele: medium and large enterprises and offer two products: basic Monitor BI analytical dashboard for medium enterprises and customized BI analytical dashboards for large enterprises. Strategy two: target all segments of clientele: small enterprises with the Basic Monitor solution, medium enterprises with premium Monitor and large businesses with customized BI analytical dashboards.