Date of Award

1997

Document Type

Thesis

Degree Name

Master of Science Administration

Department

Business

First Advisor

Daniel W. Kemper

Second Advisor

Patrick Akers

Third Advisor

Laura DeRigne

Abstract

This thesis, Marketing Niche Software Products: An Analysis of How Software Products Are Marketed Through the Channels of the Computer Industry, explores the strategies for marketing software products within niche segments of the computer industry, specifically focusing on the Uninterruptible Power Supply (UPS) and power management sector. It examines how companies successfully target specific market segments to establish strong positions and maintain competitive advantages.

The study highlights the importance of strategic marketing plans, effective distribution channels, and promotional efforts in the software industry. It discusses challenges faced by marketing managers in launching new software products, including competition, pricing structures, and the role of software in differentiating UPS products. The research also details a marketing plan developed for Systems Enhancement Corporation, which was evaluated by industry professionals for feasibility and effectiveness.

Key topics covered include financial considerations, sales strategies, advertising, and the growing role of online distribution. The findings suggest that successful companies focus on market segmentation, strategic partnerships, and value-added reseller networks to maximize software reach. Additionally, the study underscores the increasing significance of power management software in network security and efficiency. Ultimately, this research provides a framework for effectively marketing niche software products in a rapidly evolving technological landscape.

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