Case Study
Datavast Inc. By Winston Hao
Blandin Adalid
Princ. of Marketing
Dr. Moses.
Executive Summary
Winston Hao, the owner of Datavast Inc., is operating at a loss and needs to find out a way to be profitable this year. Datavast Inc. sells Data Security Boxes to big and small companies in China who are new to the concept of cloud storage. Winston Hao needs to dial in his target market, but the real issue is not enough sales. Hao is certain to segment to try to emphasis deep in order for him to build up his company. One of the issues that affect Datavast would be that either the market is behind in data storage or none at all. It’s also in lack of protection to face bankruptcy. Hao wants to target either small companies
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The other target Hao is looking into is Large-companies. Large-companies would not buy Hao’s products constantly and allowed much higher unit contributions. The larger businesses would always stick to the same supplier and want the same solution.
Another reason Datavast wasn’t growing was because not many companies new about the many products Hao provided. Because of China businesses feared data leakage, bankruptcy and exposing their data, companies didn’t trust anyone with storing their company information with providers.
Data Analysis and Alternatives Analysis
Winston Hao is the founder of the company Datavast Inc. Hao had several decisions to make for his business. Even though, Hao had already made numerous adjustments to his original product, he still didn’t know to whom he was going to distribute his new product. His main targets were small-to-medium enterprise or larger companies. Five years ago Hao worked hard in building his company and designing the cloud storage product. The purpose was to offer their services not only to North America but also moving into China. Datavast partnered with China Telecom hoping it would give them credibility.
Datavast needs to decide if it would be a good idea to sell to small-to-medium enterprise (SME’s), but the companies knows that if they sell to SME’s they will be facing several challenges. For example most of SME’s
Threat from New Entrants As you discover what this is, discuss the possible threat from new companies entering the market. Also consider how the Internet impacts this.
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It is recommended that while Datavast is operating under a loss, that Mr. Hao market his newly launch product to the large company segment. The company’s size and not having a working capital loan is advantageous in that Datavast has a greater chance to gain more revenue because he won’t have to lower his prices. In Mr. Hao’s current situation, selling to larger companies is certain to provide greater advantages.
The SAS Institute is a privately-owned software company. They focus on long term strategic partnerships alongside their customers to provide new and effective products. SAS’s revenue model for their data analytic software entails an annual licensing subscription, which includes all new updates to software and access customer support. This platform creates an emphasis on maintaining relationships between SAS and customers during and after development. At SAS Institute, they do not focus on “direct sales” metrics or “profit per sale” ideologies but rather, they focus on getting deep market penetration and maintaining loyal customers versus any short term financial gains.
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