Digital transformation of TSG from a B2B to a B2C company

Abstract

Learning outcomes

The main objective of this marketing strategy case is to understand why and how a firm should evaluate and rework its own business to stay competitive and aligned with external market forces.

Case overview/synopsis

Technical Solutions Group (TSG), was the India-based technical support division of Quatrro Global Services and focused on providing support to customers of large Original Equipment Manufacturers (OEMs) and software developers around the globe. Because of the increased competition and structural changes at the customer end, the business was facing flattened revenue growth and a drop in margins. TSG had to make strategic decisions on how to continue the business, either within the current paradigm of being a business to business business or transforming into a business to consumer business leveraging digital technology.

Complexity academic level

This case can be used in an undergraduate (upper level) or graduate-level course on marketing strategy, digital strategy or strategic management.

Supplementary materials

Teaching Notes are available for educators only.

Subject code

CSS 11: Strategy.

Citation

Pingali, S.R. and Shah, G. (2020), "Digital transformation of TSG from a B2B to a B2C company", , Vol. 10 No. 4. https://doi.org/10.1108/EEMCS-05-2020-0172