During the boom times, many firms providing computer education to students used to survive and thrive in the Indian market. But the boom did not last forever and the bust that followed took its toll on the educational IT services sector. Aptech sold off its business to SSI and many other firms exited the business.

SSD InfoTech also found its business squeezed and had to think of new segments. The company refocused attention on the corporate segment which also requires computer training for its employees. Over a period, the business that came from the corporate sector swelled from 20% of its total to 65% of the total. At the same time, its affiliate channels through whom a lot of its consumer(student) business was done came down from 200 to 125 in number, signaling a decline in that segment.

In bad times, it makes sense to have a re-look at the segmentation and the overall marketing strategy. This may involve re-positioning yourself at times, in line with the requirements of the new segments being targeted. Also, it could involve changes in 7Ps of marketing

QUESTIONS-

1. What changes should SSD InfoTech make in its positioning and its 7Psto successfully serve the corporate market?
2. Why do you think that services marketing needs the expanded marketing mix? (ie. Additional 3Ps - People, Process, Physical Evidence). Explain.