High technology´s role in marketing

Britannia Soap Machinery Company is involved in the provision of capital plant and machinery for the manufacture of soap. The company maintains a strategy of continued growth through both market and product development. The company has the distribution and manufacturing infrastructure to continue to achieve these aims, but in the competitive environment of the international soap machinery market the company needs to sell its products with ever increasing drive and imagination in order to expand its share of a mature market niche. The firm is actively producing a “decision support software” tool to maintain momentum towards these goals. The implementation of this software will enhance: the company image; the professionalism of the sales presentation; the conversion rate with which the company turns prospects into orders; and significantly reduce production lead times and overhead costs. This paper goes on to expand on this example of technology use and its objectives and benefits