Case Detail

Case Summary

ThoughtWorks (A)

Case Number: 5-204-269(A), Year Published: 2004

HBS Number: KEL113

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Authors: Alice Tybout; Kyle Ragsdale

Key Concepts

Positioning, Business Marketing, Marketing Research, Branding


ThoughtWorks, a medium-sized IT systems integrator, was growing quickly but identified “lack of clear positioning around which to build a brand” as the biggest impediment to continued growth. The company had identified features that they believed differentiated them from their competitors and was considering alternative segments to target. Students are asked to choose a target and develop a positioning statement for that target. They are also asked to identify the assumptions underlying their recommended positioning strategy and suggest how market research could help establish the validity of those assumptions.

Number of Pages: 12

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: IT Systems Integration

Organization Name: ThoughtWorks

Organization Department: Marketing

Organization Size: Medium

Decision Maker Position: VP Marketing

Decision Maker Gender: Male

Year of Case: 2003