AutodeskBy: Katherine Corrales

Introduction

Autodesk is a pioneer company in 3D design, engineering, and digital entertainment software. Since introducing its AutoCAD software in 1982 offers one of the broadest portfolios of 3D computer-aided design (CAD) software on the market. Its AutoCAD software which is primarily used by architects, engineers, and structural designers to design, draft, and model buildings and mechanical objects. Our team plans on introducing Inventor 3D CAD (2015), Autodesk’s newest professional 3D design software into the Swedish market.

Target Market

❖ The key target market in Sweden: ❖ Engineering, architectures and constructions

❖ Media and entertainment

❖ Personnel’s and manufacturers

Market Segmentation

❖ Divide into 4 segments:❖ Engineering and Construction (AEC) market (30%)

❖ Platform Solutions and Emerging Business Market (PSEB) market (36%)

❖ Media and Entertainment (M&E) market (11%)

❖ Manufacturing (MFG) market (23%)

Market share and Revenues Projections

❖ Competitors: More than $10,000

❖ Autocad: Approximately $4,000

❖ The market Dominance Initially in Sweden: 47%

❖ The expansion: 67%

❖ Projected Revenue from Swedish Market: 73 Million

Inventor 3D

•Integrated motion simulation and assembly stress analysis environment.•Capability of identifying high-stress areas and reduce unwanted vibrations.•Building Information Modeling Exchange Tool.

Promotion

•Cooperative Advertising•Joint Appearances at trade shows•Use of the trade press•Programs that offer training and advertising credits•Public relations

Distribution & Price

•License Compliance program•Purchase options:-Perpetual license-Pay as you go: Monthly, Quarterly, Annual-Starting price of $1,195 for perpetual license

Situational Analysis

State of the Technology & Software IndustryRapid technological change in computer hardware, operating systems, and software.

Platform Shift From The Personal Computer To Cloud And Mobile Computing• Cloud and mobile exceeded revenue forecast expectations, expected to continue to lead revenue

growth over the next 24 months. • Security continues to be an adoption challenge Limited Barriers To Entry • Availability of computing power with continually expanding performance at progressively lower

prices • Platform shift further lowers barriers to entry and poses a disruptive challenge to established

software companies. Customers• Requirements & Preferences Rapidly Evolving • Higher Expectations Of Performance• Increase Direct Communication With Companies

SWOT Analysis

StrengthsResearch & DevelopmentBrand equityMarket ShareWide Product PortfolioRelative Affordability

WeaknessesWindows drivenLarge ExpendituresCloud & suite

OpportunitiesInnovation & Education3-D Market SegmentSubscription Model

ThreatsSlowing EconomyIncreasing CompetitionPiracy & Counterfeiting

Competitors• $1,200-$12,075

• English, Spanish, French,

German, Japanese & 8

others

• About 50% downloads U.S.

• 19 writable file types

• Advanced surfacing

features

• Extra assembly modeling

features: large assembly

design, mold & sheet metal

design.

• Primary use manufacturing

• Review features include

Stress Analysis & Structural

• $79-$2,315

• English only

• Southern Africa and UK

• No Multiple User Review

• Primary use Government

• Markets itself for easy

usability

• Powerful, robust and

reliable CAD engine that

can handle 5-10 times more

data than any comparable

programme.

• $795-$1,795

• English, Spanish & Chinese

• Does not offer any module

for sheet metal design

• Primary use Architecture

• Primarily known for

excellent support services

• Designed to run on

Windows & Mac computers

Product Positioning• Accessible & affordable for a global community that includes six million

users across multiple industries• Allowing Customers foster innovation, optimize and improve their designs by

focusing more on idea and vision rather than process. • Supporting education and young minds through Academic Resource Center

(ARC) Program, making all software available to students, teachers, and educational institutions anywhere in the world for free.

• Striving to further advance 3-D printing, President and CEO Carl Bass, Keynote 2014 announced a free platform and design plan for printer

• Spark 100mil invest fund for researchers & startups that are pushing limits of 3-D printing

Country Considerations

HOFSTEDE’S INDICES:

Power Distance: 31

Individualism: 71

Masculinity: 5

Uncertainty Avoidance: 29

Long Term Orientation: 53

Indulgence: 78

Country Considerations

LOW CONTEXT CULTURE:

● Goal-oriented and rule-driven

● Use explicit and verbal communication

● Pay less attention to the context of the situation - Tend to focus more on the content of the messages

LEGAL SYSTEM:

● Civil law country

● Sweden is a constitutional monarchy and parliamentary democracy

● In 1995, Sweden joined the European Union. Thus, European Union law is part of the Swedish legal system.

Country considerations

DEMOGRAPHICS, ECONOMIC AND POLITICAL CLIMATE:

● The third-largest country in the European Union - 450,295 square kilometers

● In 2014, the total population was 9,723,809 - life expectancy is 81.89 years old

● Sweden is ranked 3rd in the Transparency International’s 2013 Corruption Perceptions Index.

● GDP per capita is 60,380.9 - Total GDP is 396.8 billion

● Sweden’s economy is ranked 23rd freest in 2015 index - score 72.7

● Unemployment rate is 8% - Inflation rate is 0.1%,

● Sweden is ranked 11 on Ease of Doing Business rank

● Oriented toward foreign trade