Middle East case studies: Elixir Technology

1.Entering the Middle tocopherol merchandise through Malaysia is the best alternative at this time. Malaysia has a market non dissimilar with that of the Middle East. Entering Middle East via this resource gives the bon ton an opportunity to partner with a company which has insights on works in a Muslim country. This way, elixir is not starting with null knowledge since this entry strategy is a duplication of what it did in Japan.2. elixir develops and sells computer software which includes the stand-alone and the server-side versions of the philosophers stone Report. These two versions provide care an enterprise-class inform solution. ER was designed for high-performance operation, capable of handling intumescent report generation (ONeil, 2004, p. 4). As such, Elixir Report is able to appease manifold input data source types and provide reports in multiple output formats (ONeil, 2004, p. 4). Aside from these benefits, ER whoremaster support multilingual reporting and pl atform independence, and can support mobile devices.The core competencies of Elixir for its ER areSpeed in adopting changes in the environment and technologies into ERs programs and applications. As a matter of Elixir claims that flexibility is built in into the Companys spirit (ONeil, 2004, p. 8). Network with technology vendors. This relationship enables Elixir to rapidly fit its ER into a clients nurture system which was sourced from a particular vendor or several vendors. faculty and capability to localize the Elixir Report into specific customer requirements. This capableness and capability is a result of the unique design of ER which enables Elixir for easy modification for accommodating local cultural needs (ONeil, 2004, p. 8).3.As the Company recognized the positive relationship between its understanding of its customers technology vendors and the efficiency of the sales process, Elixir made developing partnerships with separate technology vendors the basis of its market ing, sales and distribution strategy ((ONeil, 2004, p. 6).Another dowry of its marketing strategy is stressing that other technology companies translate their products instead of localizing them as what Elixir does (ONeil, 2004, p. 8). Also, the Company provided for a free trial of the software which can be downloaded from the Companys Web site (ONeil, 2004, p. 9).By leveling the software into different versions and selling licensing agreements, Elixir is able to sell ER at a price 50 percent milder than its competitors. This scalability, however, is not a liability in terms of software performance.4.Elixir, as to its send off and strategy to expand outside Singapore, has been averagely successful. For example, in its entry into Japan, the Companys initial marketing strategy advertising in international magazines generated low response from Japanese customers. However, this was remedied with the Companys partnership with GrapeCity which enabled Elixir to straddle cultural gap and language barriers. This same strategy can be used in entering the Middle east market.5.Yes, based on the facts presented, it is financially beneficial for Lau Shih Hor to take Elixir into the Middle East. I counsel that Lau pursues a distribution partnership with a Malaysian-based company. This company has a offend understanding of the Middle East market than Lau which will allow the Company to better localize ER which is one of the products belligerent advantages.ReferencesONeil, E. (2004). Elixir Technology Entry into the Middle East. Ivey Management Services, pp. 1-24.