Product Overview

Sunit Raj was the Vice President, Marketing of Schematic Software Company (SSC), a Software-as-a-Service (SaaS) company. He was pondering how to preserve the company's growth momentum it had achieved over the last few years. In the third quarter of 2021, the company's valuation reached USD 25 billion, representing a year-over-year gain of 50%. Within 12 years of operation, it had over 50,000 employees worldwide and over 100,000 paying customers in more than 150 countries. Raj had to decide the company's future direction among new territories, buyer segments and product categories that would bring revenue and aid in sustaining its growth.

Learning Objectives

After reading and discussing the case, students should be able to understand the growth and internationalisation strategy of an emerging market multinational enterprise in a growing SaaS industry; delineate how an emerging-market-born global firm with limited resources develops growth strategies in developed markets by focusing on a particular market segment; recognise the differences between the many types of growth a firm can attain through customer segmentation, geographic location and product development; diagnose what causes a company's competitive advantage to erode when it shifts its focus from one segment to another; analyse the company's unique challenges, develop key strategic options for the future and recommend a growth strategy.