Marketing Strategy for Finding American Partners for Anderson Group Hungary Kft. in the SSC Industry

Desired outcome

Anderson Group Hungary Kft. operates in the SSC (Shared Services Center) industry, focusing on Call Center, Help Desk, and Back Office services. The goal of this challenge is to develop a cost-effective marketing strategy to attract American partners, emphasizing the company’s competitive advantages.

Initial Problem Description

Anderson Group Hungary Kft. operates in the Shared Services Center (SSC) sector, specializing in Call Center, Help Desk, and Back Office services. Currently, the company has limited presence in the U.S. market and lacks an effective marketing strategy to attract American partners. The main challenges are as follows:

The key players in the U.S. SSC market seeking these types of services have not been clearly identified.
There is no cost-effective marketing approach that fully leverages the company’s competitive advantages, such as highly skilled and competitively priced labor, as well as the benefits of its Central European location.
The company’s messaging is not tailored to the needs of the target audience, resulting in a failure to effectively communicate its value proposition.
There are no established Key Performance Indicators (KPIs) to measure the effectiveness of the marketing activities.
The teams are tasked with solving these issues by developing a marketing strategy that is cost-effective, sustainable in both the short and long term, and capable of successfully reaching and convincing American partners.

Context

Anderson Group Hungary Kft. is based in Pécs, a Central European university town that offers access to a large pool of highly skilled and competitively priced labor. This provides the company with a significant competitive advantage compared to American companies offering similar services in the SSC sector.

Expanding into the U.S. market is crucial for the company, as it would enhance its international presence and revenue streams. However, the company currently lacks a well-developed marketing strategy to target American partners and is not leveraging modern, cost-effective digital marketing tools such as SEO, content marketing, or social media campaigns.

The problem is closely tied to the dynamics of the international competitive landscape, the specifics of the U.S. SSC market, and the challenge of effectively communicating the competitive advantages of Central European service providers to American clients. Achieving success requires a strategy that emphasizes the company’s strengths, effectively utilizes modern marketing tools, and keeps costs at a minimum.

Connection to cross-cutting areas

The challenge faced by Anderson Group Hungary Kft. aligns with several cross-cutting areas:

Digitalization and Industry 4.0:
The challenge is inherently based on leveraging and optimizing digital marketing tools such as SEO, content marketing, and social media campaigns. These tools utilize the potential of digitalization to enhance the company’s visibility and competitiveness in the U.S. SSC market. Furthermore, the recommended KPIs for measuring marketing effectiveness rely on digital data analytics technologies, aligning with the principles of Industry 4.0.

Sustainability:
The development of a cost-effective marketing strategy inherently involves the efficient use of resources, minimizing waste. Additionally, prioritizing digital tools over traditional, paper-based, or energy-intensive marketing methods contributes to environmental sustainability.

General Sustainability:
The company’s competitive advantage – access to skilled labor at competitive costs in Pécs – also supports sustainability principles.

Input

Yes, Anderson Group Hungary Kft. shares the following key trends:

Digitalization in the SSC Sector: Growth in automation, AI, and data analytics.
Cost Optimization: U.S. companies seek competitively priced providers.
Sustainability: Rising demand for eco-friendly practices.
Targeted Marketing Messages: U.S. markets require tailored, value-driven communication.

Expectations

The teams are expected to deliver the following concrete results:

Target Market Definition: Identify key players in the U.S. SSC market, focusing on companies seeking Call Center, Help Desk, and Back Office services.
Cost-Effective Marketing Tools: Propose digital marketing tools such as social media campaigns, SEO, and content marketing to effectively reach the target audience.
Message Strategy: Develop marketing messages highlighting the company’s competitive advantages, such as skilled workforce, competitive pricing, and geographical benefits.
Measurement and KPIs: Define metrics to objectively evaluate the effectiveness of marketing activities.
Short- and Long-Term Plan: Create a plan with immediately deployable tools and a sustainable long-term strategy.
Expected Outcomes:

A detailed marketing strategy with specific tools and campaign ideas.
Relevant marketing messages reaching the target audience.
At least three potential U.S. partners engaged through the strategy.

Desired Team Profile

We are looking for teams with the following skills and backgrounds to address this challenge:

Marketing and Digital Communication Expertise: Particularly valuable is experience in developing digital marketing strategies, SEO, social media campaigns, or content marketing.
Market Research and Data Analysis: Team members capable of conducting thorough market analysis and leveraging data to inform the strategy.
Creativity and Innovation Skills: Ability to propose new, creative approaches to ensure cost-effectiveness and efficiency.
Project Management: Capacity to work in a structured manner, meet deadlines, and effectively coordinate tasks within the team.

Additional Information

Company Profile:

Services: Call center, help desk, back office.
Market Presence: Primarily in Central Europe, aiming to enter the U.S. market.
Current Problems:

No targeted marketing strategy for the U.S. market.
Lack of defined competitive advantages and KPIs.
Market Trends:

Growing demand for digitalization, automation, and sustainability.
Demand for cost-optimized, skilled services.
Expected Outcomes:

Define market segments, SEO and social media campaigns.
A well-communicated message highlighting the company’s advantages (skilled workforce, cost-effectiveness).
Key Considerations:

Sustainable and digital marketing solutions.
Developing both short- and long-term strategies.
Team Requirements:

Digital marketing and SEO experts, market researchers.
This will guide the teams in creating effective proposals tailored to market needs.

Related Keywords

• Digitalization
• Communications
• marketinf