, and occasionally medium-sized companies. Our most important group of potential customers is executives in larger corporations. These are marketing managers, general managers, and sales managers, sometimes charged with international focus and sometimes charged with market or even specific channel focus. They do not want to waste their time or risk their money looking for bargain information or questionable expertise. As they go into markets looking at new opportunities, they are very sensitive to risking their company's name and reputation. 4. 1 Market Segmentation ?Large manufacturer corporations: our most important market segment is the large manufacturer of high-technology products, such as Apple, Hewlett- Packard, IBM, Microsoft, Siemens, or Olivetti. These companies will be calling on Progressive for development functions that are better spun off than managed in-house, and for market research, and for market forums. ?Medium sized growth companies: particularly in software, multimedia, and some related high growth fields, Triangle will be able to offer an attractive development alternative to the company that is management constrained and unable to address opportunities in new markets and new market segments. 4. 2 Industry Analysis The consulting "industry" is pulverized and disorganized, thousands of smaller consulting organizations and individual consultants for every one of the few dozen well-known companies. Consulting is a disorganized industry, with participants ranging from major international name brand consultants to tens of thousands of individuals. One of Progressive's challenges will be establishing itself as a "real" consulting company, positioned as a relatively risk free corporate purchase. 4. 2. 1 Industry Participants The consulting "industry" is pulverized and disorganized, thousands of smaller consulting organizations and individual consultants for every one of the few dozen well-known companies. At the highest l...
