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SolutionCity-Adelaide Australia is a branding strategy for the South Australian Information and Communication Technology (ICT) industry and related or associated industries. Its long term aim is to provide local ICT firms with the same competitive advantage for their products and services that German engineering firms, French wine companies and Silicon Valley start-ups enjoy in their markets – the advantage of coming from a place that is shorthand for excellence in that field.
In essence, the strategy is simple – develop and implement a brand that provides a supporting umbrella to local ICT firms in their push to expand their markets – the basis is their location in the supporting, creative environment of Adelaide, Australia. In the competitive global environment of places vying for such associations, the execution is anything but simple.
This means that to be successful, the effort needs to be bold, strategically focussed and, most importantly, maintained and built upon sustained commitment. Creating awareness in a crowded (international) market or changing entrenched (national and local) perceptions is not an overnight exercise.
The focus of this plan is to facilitate export growth in niche and international markets. SA ICT firms are already looking and operating nationally – it is considered that attitudinal change (within the National market) towards Adelaide that facilitates greater penetration will only be brought about by sustained publicised successes in the international arena.
The plan is deliberately directional and strategic. It is structured around answering three vital strategic questions:
1. Where are we now?
2. Where do we want to be?
3. How do we get there?
This plan has been deliberately composed in a concise manner, with more detailed background and analysis supporting the plan included in appendices.
Strategic Marketing Plan 2003-2010 |