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市場調査レポート
ラテンアメリカの中小企業向けプリンター市場に対するマーケティングガイド(2009年)
2009 Marketing Guide to Target SMBs Print Opportunity in Latin America
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Abstract
Description
This report geographically focuses on the printing opportunity in Latin
America (LATAM, specifically Brazil & Mexico) small and medium businesses
(SMBs).
Findings are based on internal studies conducted by AMI:
- AMI' s annual SMB survey was fielded in Brazil & Mexico between Oct and Dec
2008.
- AMI' s new service launched in December 2008 to monitor SMBs
business/technology spending, expectations on a quarterly basis in response to
the changing economy.
- Market sizing data is based on the latest AMI' s 2H08 Global Model database.
As well as Secondary Research including web/internet, industry events & vendor
briefings.
Table of Contents
- Key Findings & Implications for Vendors
- Key Findings - LATAM SMB Business Climate: Thermometer Reading
- Key Findings - Effects of Downturn & Planned Actions
- Key Findings - Impact on IT Spending
- Key Findings - Business Profile of SMBs in Brazil & Mexico
- Key Findings - Pinpointing printer hardware strategy for LATAM SBs
- Key Findings - Pinpointing printer hardware strategy for LATAM MBs
- Key Findings - Vendor Priorities during the Downturn
- Key Findings - Differences by Country & Segment
- SMBs' Reactions To New Business Environment
- SMBs business conditions have been affected by the downturn
- Customer acquisition/retention & productivity (cost cuts) are focus areas
- Similarly, top strategic IT issues map to productivity and customer
intimacy concerns
- Differences in LATAM SMB IT Adoption Explained
- LATAM SBs & MBs on different footing, requiring different strategy
- Brazil SMB: IT Adoption in 3 Waves
- Mexico SMB: IT Adoption in 3 Waves
- Brazil SMBs rely mostly on the internet and channels for IT information
- Mexico SMBs turn to IT-neutral sources for IT information
- LATAM SMBs want IT planning and scalable options
- Mexico SMBs place more importance on brand
- Brazil SBs depend more on retail, MBs on VARs
- Retail stores are main channel among Mexico SMBs
- Owner & Sr. Management are most involved in the IT purchase process in
Brazil SMBs
- Owner, Sr Mgmt and in-house IT are most involved in the IT purchase
process in Mexico SMBs
- External financing is an important part of IT purchasing, especially among
MBs
- Printing Market Opportunity & Usage
- Universe and IT Spending among LATAM SMBs
- Revisions to printing opportunity in LATAM SMB due to market downturn
- Printer hardware shipments amongst LATAM SMBs
- Printing Market Opportunity & Usage - Strategy for LATAM SBs
- Printer & copier hardware usage amongst Brazil & Mexico SBs
- Brazil & Mexico SBs: Inkjet & Laser Printer SB Profiles
- Brazil & Mexico SBs: SBs with Laser printers serve more B2Bs
- Brazil & Mexico SBs: SBs with Laser printers spend close to 2x on
supplies and have higher paper usage
- Brazil & Mexico SBs: More education and vendor push strategies needed to
encourage in-house printing
- Brazil & Mexico SBs: SBs are unable to make the most of their hardware due
to low networking penetration
- Printing Market Opportunity & Usage - Strategy for LATAM MBs
- Printer & copier hardware usage amongst Brazil & Mexico MBs
- BR MBs & MX MBs
- Brazil & Mexico MBs: No Laser, Mono & Color Laser Printer MB Profiles
- Brazil & Mexico MBs: Brazil MBs with Color Laser emphasize latest
technology, scalability and brand loyalty
- Brazil & Mexico MBs: Mexico MBs with Color Laser emphasize latest
technology, in-line w/ business strategy and brand loyalty
- Mexico MBs business strategy is to overcome competition and retain
customers
- Brazil & Mexico MBs: MBs with Color Laser printers spend close to 2x on
supplies and have higher paper usage
- Brazil & Mexico MBs: No. of Printers vs. Printing Volume
- Brazil & Mexico MBs: Color laser adoption does encourage more in- house
marketing printing
- Brazil & Mexico MBs: Mexico MBs value printer solutions
- Brazil & Mexico MBs: Guidance for Copier Vendors
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