(Research Project) M.B.A.
One45 software inc. is a software company based in Vancouver, Canada, that serves the medical education administration (MEA) market. The firm is the de facto standard MEA software vendor in Canada and is poised for a new stage of growth: achieving significant traction in the US. This paper determines the feasibility of this goal and the best route forward by conducting a strategic analysis. US MEA represents an attractive, if time-sensitive, business opportunity. The main industry key success factors concern product quality and customer service, two areas in which one45 outperforms its US competitors. In addition, barriers to entry are low. However, the firm has a deficiency in US marketing and sales experience. Therefore, it is the recommendation of the paper that one45 implement a US-based Sales and Marketing Department, headed by an individual with experience in US MEA, with the goal of rapidly capturing significant US market share.
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