Tanner AG Economics Design of Term Paper

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For example, almost 70% of German companies do not have in-house divisions for technical documentation. This provides a vast opportunity for TANNER AG. They can offer outsourced documentation which will free up internal resources to concentrate on their core competencies. The same holds true with the document leasing aspects of the business that can add value for customers and also create secondary markets for TANNER.

Weaknesses

Every organization has some weakness. As a service provider, TANNER AG technically has no products to sell. Therefore, reputation and past experience are a key aspect of future sales. Because no product alterations can be made when something goes wrong, TANNER is susceptible to customers moving away from the brand name or simple creating their own substitute service.

Opportunities

All organizations have some opportunities. In business, numbers equate to success - or failure. TANNER AG must continually focus on sales and marketing in order to survive. The tenet 'no customers = no business' will continue to be true no matter technologically advanced society gets. Therefore, success will continue to be a 'customer-based organization' that attracts and retains new customers. Marketing and selling work hand in hand so new marketing initiatives coupled with successful selling strategies that apply the principles of the four P'are in order:

Product

Price

Placement

Promotion

Technology driven transparent documentation is the product. TANNER AG must learn to listen and communicate the needs of potential customer to verify if the product is keeping up with the demand.

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TANNER AG continues to enjoy pricing advantages over its competition, but new technology could easily take that advantage away. Therefore, new Research and Development opportunities must continuously be sought after to help maintain pricing for the future. From the promotional and placement perspective, TANNER AG must utilize new marketing approaches that incorporate modern word of mouth and buzz marketing techniques that personalize the promotional experience.

Threats

No organization is immune to threats. Just as technology was the foundation for the organization in 1984, new technological breakthroughs could just as easily bring the mountain to TANNER. It is a critical mix of relying on existing technology with being overly dependent on old technology. TANNER must contemplate its future as new innovations alter our global business spectrum.

Conclusion

In conclusion, this paper attempted to understand the success and future potential of TANNER AG. Since 1984, the organization has maintained steady growth and has been a very stable global operation when other industry players have been less productive. With an additional focus on organizational theory and design, this report defined TANNER AG and examined the internal and external business environment by analysis of potential opportunities and threats. The information gathered on TANNER AG was acquired through various techniques including the Ten Commandments of case analysis, ESP-TE, PETR-PEC and AM-FAMUS. The report tried to therefore present TANNER AG's strategic and long-term plans, criteria objectives, and….....

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