Case for Analysis: Topdog Software

Case for Analysis: TopDog Software

TopDog Software The company had a huge advantage to be created at the right time, since at this time most companies began to develop marketing concepts and control of the relationship with the consumer. Therefore the software invented by this couple, it was essential for the storage of data and information from buyers, which could be used to analyze consumer behavior and thus to make efficient decisions in the company.

Consequently, the company grew rapidly since its product offered was very efficient and organized, to the point that they were superior to any competitor at the time, which produced it was acquired by many call centers in the country.

Despite the good times, the first problem for the company, which would be a direct competitor since claimed that their software was better than TopDog and thus would be overcome in the market in a few years when expand the organization globally emerged . This British company, based in London called FastData, knew that if at that moment entered the international market TopDog finish them immediately, as they were a larger company that TopDog.

After analyzing the situation and take advice of all kinds, and Ari Weiner Mary Carpenter (founder-owners) were in the dilemma of whether to take the risk and internationalize the company or focus only on sales within the United States. Within the organization some as Ari and Samantha Jenkins (Sales) supported the idea that it was necessary to enter the global market since competitors eventually be they foreign or local would do and thus compete for customers; while on the other hand had some like Mary supporters that it was more important to focus on growing the company locally before taking this step, as were many factors as: lack of experience in the global market and high costs to establish the business in other territories, which complicate perform the expansion of the company.

In this regard different alternatives to globalize the company as tested: assembling small offices abroad and initially

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