The project team would like to thank SAP(Schweiz)AG for being given the opportunity to elaborate a marketing concept for Standard Application Software in the public sector. Our thesis is mainly based on a market analysis being conducted by means of exemplary interviews. This analysis has shown an extremely heterogeneous structure of the institutional market in Switzerland. The most important commonalities in this market are the competitive bidding process and the dependencies from political authorities.

The analysis has shown the largest growth potential in the four strategic business fields: Small Communities, Large Communities & Cantons, Universities and Hospitals. System innovations in the target markets of Universities and Hospitals are forced via market drivers such as the Bologna Convention and the introduction of the TARMED System.

The strategic adjustment towards a total market referred differentiation strategy is based on SAP?s unique functionality and quality features which puts SAP in a unique selling proposition. Resulting from that the following goals can be derived:

• Image adaptation from expensive and complex to a total solution provider with an optimum price performance ratio
• Growth through development of new markets and market penetration into the existing customer base
• Improvement of Relationship Management at various levels

Image correction by means of promotion is the most important factor for putting the strategy into practice. Derived from the marketing instruments the following four actions will lead to a successful implementation of the strategy:

• Foundation of an institute for Process and Change Management
• Adaptation of CRM module for the needs of a Residents? Registration Office
• Reorganization of SAP?s customer support
• Publication of a Professional Journal targeted at the Public Sector