A marketing strategy is defined by the company's brand/reputation development, the target consumer base, value proposition, and product offered. Marketing strategies can be understood via the company's 4 Ps — product, price, place, and promotion. These aspects of the marketing strategy are used to frame and identify the strengths, weaknesses, opportunities, and threats in relation to Ensono's marketing strategy.
- Regarding product, Ensono markets to a diverse consumer market with hybrid technology options. Hybrid technology is at the forefront of technology innovation, making this specialty a strength for Ensono. Products offered are a wide range of technology-based solutions to optimize costs, performance, and risk for IT ventures. Additional products assist consumers in modernizing IT processes or moving processes to cloud technology.
- Ensono's website offers multiple options with pricing flexibility, making their pricing market strategy attractive to a more diverse market. Price is often a strong factor in purchase decisions for hybrid IT, so offering flexibility is a strength.
- Regarding place, Ensono's marketing strategy targets global companies and consumers, making their market reach a strength. The company is based in the United States but has contact information for support in four countries, showing diverse availability.
- Ensono's promotion strategy approach is rooted in the tag line "Operate for today, optimize for tomorrow." The company highlights press releases that support this business tag line/motto, to demonstrate the company's ongoing alignment with this mission.
- The promotion marketing strategy of using multiple social media sites, such as Facebook and LinkedIn, is an additional strength by appealing to multiple generations and increasing brand recognition.
- Ensono's specific product offerings are unclear on the website's main page. The technical jargon used would be sufficient for highly experienced IT professionals to navigate. This marketing approach may miss potential consumers with less technology knowledge and experience, such as start-ups or small businesses.
- Ensono's specific pricing options are not publically available, which can be a deterrent for potential consumers looking to compare options. Price is often a factor in decision-making, so this weakness could limit potential expansion and revenue.
- Ensono notes a global presence as its marketed place, yet the website viewing options for specific countries are limited to the United States and the United Kingdom. It may be difficult for other countries to determine how Ensono markets to their needs.
- Regarding promotion, Ensono falls short in identifying their financial status and projection. Specific information regarding Ensono's financial status is not easily found on the website, and consumers need to sign up for the email list to obtain this information. This may deter consumers who are information-gathering but not ready to commit to a company yet.
- Regarding product, hybrid IT is a growing field. The term hybrid IT continues expanding in complexity, new systems, and increasing functions using cloud technology. Ensono has an opportunity to stay ahead of the field growth by devoting resources to monitoring trends and predicting future needs, which can be incorporated into the products offered. For example, hyperconvergence, AI, and disaster-recovery products are predicted to grow in demand in the near future.
- Regarding price, Ensono advertises flexible pricing options. Making the pricing options more transparent is an opportunity to appeal to potential consumers, as price continues to grow as a significant decision factor for companies purchasing hybrid IT services.
- Ensono notes a marketing strategy to include global consumers. The field of hybrid IT is growing as a global need, so gearing marketing strategies to appeal globally is a strong opportunity. Structuring the website and information to appeal to additional countries is an opportunity to gain business from countries that are expanding in technology use. For example, India's spending in cloud infrastructure technology was predicted to increase by 34.5% from 2018-2019, and this continues to grow. This makes India an example of a country where Ensono has market opportunity.
- Ensono has an opportunity to promote consumer service by expanding the help options on the website. The link "Let's talk" navigates to an email option and phone numbers. Adding a 24/7 chat option for support likely would be a draw for consumers, as this can provide a sense of security for when things go wrong. As the use of artificial intelligence (AI) is increasing for hybrid technology, Ensono could use AI as an opportunity to provide 24/7 support without employing additional persons.
- Hybrid IT products often are viewed with distrust in relation to security concerns connected to the cloud. The need for "disaster-recovery" services in relation to hybrid IT is a growing trend. Not advertising these services clearly can be a threat to Ensono's product offering. This threat may be mitigated by Ensono advertising ways they plan to increase security to stand out above others.
- The lack of pricing transparency is a threat for Ensono. Cost is among the primary considerations for companies choosing a cloud/hybrid IT provider, so lack of pricing information can be a threat to obtaining new consumers. It is predicted that 75% of organizations will be utilizing hybrid cloud technology by the end of 2020, and not having pricing information for cost comparison may lead to companies looking to other providers.
- The lack of promoting a 24/7 support option is a threat for Ensono's marketing strategy. Some of Ensono's primary competitors, such as Hostway, have "live chat" options which may set them apart from Ensono. As disaster-recovery concerns are growing, Ensono could market 24/7 support as a resource for immediate support in times of technology disaster.
Research began with a review of the components of marketing strategies. Once an effective framework for communicating marketing strategy aspects was identified, the company website was analyzed for information fitting into each component — the four Ps of product, price, place, and promotion. Additional research was conducted to evaluate factors contributing to choice of hybrid IT services, changes in the field of hybrid IT, and projected trends for hybrid IT. This information was related to the 4 Ps of the marketing strategy framework.