Business Processes Functional Models of an Intermediary Firm in the Software Market

Abstract

Organization problems of the BPM for software promotion in the corporate sales market are considered. The set of services is defined and the basic activity processes of the intermediary firm are described. Market positioning process of software product is considered in details. Main groups of the users forming target audience are outlined. Possible types of consumer behaviour and consumer preferences of the allocated groups are defined. The article offers an approach to a choice of positioning strategy depending on target audience given it’s characteristics.