“Marketing strategy recommendations for sustainable business growth of a software engineering company: The case of Bytepitch Software Labs”

Zhila, Ivan

http://hdl.handle.net/10400.26/46515

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Authors

Zhila, Ivan

Advisor(s)

Imamovic, Irma

Abstract(s)

The software engineering industries are growing and making companies present in the market look for sustainable ways to improve their businesses and achieve desired results on new projects and hires attraction. BytePitch – Software Labs is one of the industry players that aim to expand by formulating a new marketing strategy as the primary tool to combat the challenge. The present research investigates various aspects of the business and associated markets to collect insights and provide data-driven recommendations following the case study method. The process involves primary and secondary data collection on reviewing the current state of the firm and IT services markets, assessing the proposed numbers of new clients and talents to acquire in 2023, and evaluating how both attraction procedures worked in the past and can be improved to formulate recommendations for the present marketing strategy of the company. The study leads to the discovery that client and talent attraction processes are interconnected and crucial for the business’s sustainable growth. The proposed number to attract new customers is valid and realistic. On the talent side, it is almost on the projected level. The procedures can be improved by internal marketing tools and involving other departments of the firm to simultaneously work towards the same goals of improving the efficiency of BytePitch’s marketing efforts and supporting the desired business growth.