Complete Case details are given below :
Case Name : Anduro Marketing: Internet Services vs. Software Sales
Authors : Malcolm Munro, Sid L. Huff
Source : Ivey Publishing
Case ID : 907A18
Discipline : Strategy
Case Length : 14 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Anduro Marketing is a Canadian company that sells technical services to companies wanting to improve their search engine website rankings. Though small, Anduro has attracted several major clients in both Canada and the United States, and expects steady profitability and growth. Anduro believes it can generate substantial additional profit by developing and selling a suite of software products that automate its technical service offerings. Anduro’s managers must decide whether Anduro is better off staying with its current safe and profitable strategy or if Anduro should instead pursue a riskier but potentially more profitable software sales model. Several tough questions must be answered to determine whether the risk is worth the reward. The Anduro case provides an interesting description of an Internet technical/marketing services business and contrasts this with software sales.
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