A Strategic Analysis of Eloquent Systems

Eloquent develops software for library, records, archives, and collections management. Circa 2002, it developed web-enabled software products (WebLibrary, WebRecords, WebArchives, and WebMuseum), and since then targeted its existing DOS-based customers. Now, it plans to target new customers with a low-investment marketing strategy. The library management software industry is saturated with many big and niche players. The records management software industry is expected to grow exponentially due to the recent enactment of the Sarbanes Oxley Act in the United States. The archives and collections management software industries are relatively stable with reasonable level of competition. Considering competition, industry growth, and product strengths, Eloquent should focus on two products: WebLibrary targeted at schools and WebArchives targeted at government archival institutions. It should use direct emails to make itself visible in the marketplace. However, rather than sending spam messages, it should build its own database of potential customers using advertisements and its website.