Evaluation of Service Marketing Mix of Hypertag Solutions Ltd.

Abstract

Hypertag Solutions Ltd. was established in 2010 with a head office in Dhaka, Bangladesh with the purpose of providing state-of-the art digital technology solutions for Software, eGovt, Fintech, EdTech, Outsourcing, and artificial intelligence (AI). The main objective of this report is to evaluate the service marketing mix of the Hypertag solutions limited. Both primary and secondary data were collected and analyzed for the purpose of evaluating the various elements of the service marketing mix. Primary sources include consersations with personnel of Hypertag Solutions Ltd., interviews with the clients of the organization, and observing various work-flows in the organization. Secondary sources include annual report, company records & documents, and various published sources and websites.

The main competitors of Hypertag Solutions Ltd were found to be Tiger IT Bangladesh Ltd, Magnito Digital Limited, Southtech Gropu etc. At present, there are about eight hundred registered ICT companies in the industry. As the growth of the ICT sector is increasing day by day, many companies may come up in the ICT sector. So, we can say that the industry competition is high and it will also increase in future.

Hypertag Solutions Ltd is found to develop and implement an extended service marketing mix consisting of product, price, place, promotion, people, process, and the physical evidence. Hypertag Solutions Ltd. provides state of the art technology in the domain of Fintech, Edutech and Artificial Intelligence. Hypertag provides Various IT services to its customers and they have pre-set standardized prices for their various services. For services, place refers to the ease of access that customers have to a service. It also involves determining which intermediaries or affiliates to use to help you sell the services. Hypertag has eleven different service providing locations all over the country. Promotional activities of Hypertag include celebrity endorsement, testimonials, and other brand-building activities. By people, we mean those people who are directly or indirectly involved in the delivery of the service. This typically means employees of the company. But it can also mean subcontractors with direct interaction with customers. Various training programs are focused on the development of the people element of the service marketing mix. Hypertag is found to have specific processes for the purpose of delivering the promised services to the customers. They have made significant investment in the development of infrastructural facilities that will certainly help them to focus on the 7th element of the service marketing mix: physical evidence. Their capacity to develop and implement a well-organized service marketing mix is apparent in the management of the activities related to each element of the service marketing mix.