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TOPDOG SOFTWARE

At the age of 39, After working for nearly fifteen years at a leading software company

on the West Coast, Ari Weiner and his soon-to-be-wife, Mary Carpenter, had cashed in their 

stock options, withdrew all their savings, maxed ot their credit cards, and started their own

 bsiness, naming it !op"og #oftware after their beloved Alaskan malamte$ !he two had

developed a new software package for root case analysis %&CA' applications that they were

certain was far sperior to anything on the market at that time$

!op"og(s software was particlarly effective for se in design enginnering organi)ation

 becase it provided a highly efficient way to eliminate problems in new digital manfactring

 processes, inclding prodct development, software enginering, hardware design,

manfactring and instalation$ !he software, which cold be sed as a stand-alone prodct or 

easily integrated with other software packages, dramatically expedited problem identification

and corrective actions in the work of design enginering firms$ !he se of !op"og(s &CA

software wold find an average of 3* to +* root case problem and provide * to 3*corrective actions that lowered rates by +* percent, saving tens * and sometimes hndreds of 

thosand of dollar with each application$

!he timing proved to be right on target$ &CA was .st getting hot, and !op"og was

 poised to take advantage of the trend as a niche player in a growing market$ Weiner and

Carpenter broght in two former colleages as partners and were soon able to catch the

attention of a ventre capitalist firm to gain additional fnding$ Within a cople of years,

!op"og had twenty-eight employees and sales had reached nearly /0 million$

 1ow, thogh, the partners are facing the company(s first ma.or problem$ !op"og(s head

of sales, #amantha 2enkins, has learned of a new company based in ondon that is beta

testing a new &CA package that promises to otpace !op"og(s4and the ondon-based

company, 5ast"ata, has been talking p its global aspirations in the press$ 67f we stay focsed

on the 8nited #tates and they start ot as a global player, they(ll kill s within months: #am

moaned$ We(ve got to come p with an international strategy to deal with this kind of 

competition$:

7n a series of grop meetings, off-site retreats, and one on-one conversations, Weiner 

and Carpenter have gathered opinions and ideas from their partners, employees, advisors, and

friends$ 1ow they have to make a decision4shold !op"og go global; And if so, what

approach wold be most effective; !here(s a growing market for &CA software overseas, and

new companies sch as 5ast"ata will soon be ctting into !op"og(s 8$#$ market share aswell$ #amantha 2enkins isn(t alone in her belief that !op"og has no choice bt to enter new

international markets or get eaten alive$

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some type is a necessity$ =t if !op"og does eventally decide on global expansion, he

wonders how on earth they shold proceed in sch a hge, complex environment$ #am, the

sales manager, is arging that the company shold set p its own small foreign offices from

scratch and staff them primarily with local people$ =ilding a 8$>$ office and an Asian office,

she asserts, wold give !op"og an ideal base for penetrating markets arond the world$?owever, it wold be @ite expensive, not to mention the complexities of dealing with

langage and cltral differences, legal and government reglations, and other matters$

Another option wold be to establish alliances or .oint ventres with small ropean and

Asian companies that cold benefit from adding &CA applications to their site of prodcts$

!he companies cold share expenses in setting p foreign prodction facilities and a global

sales and distribtion network$ !his wold be a mch less costly operation and wold give

!op"og the benefit of the expertise of the foreign partners$ ?owever, it might also re@ire

lengthy negotiations and wold certainly mean giving p some control to the partner 

companies$

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Solusi Samantha :

$ Bersahaan seharsnya membat kantor cabang di 1egara yang akan dit.$ "an

 persahaan sebaiknya merekrt orang local yang paham mengenai pangsa pasar yang

ada di 1egara yang akan dit.$ Akan tetapi, dengan adanya lingkngan, bahasa,

hkm, dan reglasi pemerintah$ dll$ "apat menyebabkan biaya tinggi dengan adanya

kebthanyang disebtkan tersebt$

$ Bersahaan sebaiknya beraliansi dengan persahaan persahaan kecil di eropa dan

asia yang dapat menambahkan kentngan dari penambahan aplikasi &CA pada sat

 prodk yang dihasilkan persahaan yang berada di ropa dan Asia tersebt$

Solusi Partner:

$ 8ntk mendapatkan biaya rendah, partner menyarankan bahwa sebaiknya mempnyai brand lisensi sendiri pada !opdog(s software ntk mendistribsikan ke lar sebagai .alan ntk ekspansi di internasional$ "engan memberikan hak dari software &CA

 pada persahaan asing ntk memprodksi, memasarkan, dan mendistribsikan

software &CA$ Ari menykai biaya yang rendah, tetapi apakah lisensi akan

memberikan partisipasi yang ckp pada topdog dan bagaimana pengendalianny .ika

 persahaan ters berkembang$

Solusi Kelompok :

$ !opdog(s software dapat melakkan lisensi dan topdog dapat membat webite resmi

serta memberikan free trial ntk menarik konsmen$ "engan adanya web ini,diharapkan dapat mempermdah ntk memasarkan prodknya secara global, solsi

ini akan memberikan dampak biaya yang rendah$$ #ebaiknya !opdog beraliansi dengan salah sat persahaan besar yang berada di da

 bena yait ropa dan Asia$ "engan adanya ker.asama akan memdahkan topdog

dalam men.al software$ Meskipn terdapat risiko, akan tetapi rsiko akan ditanggng

keda belah pihak dimana prosentase risiko berdasarkan kesepakatan$3. #etelah dirasa !opdog(s software mamp mengsai pasar yang berada pada negara

yang dit., barlah !opdog(s software membangn kantor cabang di 1egara tersebt$