This 22 page paper is based on a case study supplied by the student. Software of Excellence International (SOEI) is a New Zealand firm selling dental software across the globe. The position of the firm is examined using PEST, SWOT and Porters Five Forces models. The paper then answers four questions set by the student looking at how the firm has become so successful, the problems associated with the internationalization strategy it has adopted and the opportunities that the firm could pursue, ending with a recommendation. The bibliography cites 7 sources.
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Appendix 1; PEST Analysis 11 Political Influences 11 Economic Influences 12 Social Influences 13 Appendix 2; Porters Five Forces 14 Existing Competition 14 New Entrants 16 Power of Suppliers 17 Power of Buyers 17 Substitutes 18 Appendix 3; SWOT 19 Strengths 19
Weaknesses 19 Opportunities 20 Threats 22 Appendix 4; Financial Analysis 22 Net Profit Margin 22 Return on Equity 23 Return on Assets 23 Current Ratio 23 References 24 1. Introduction In 1987 a small firm started in
New Zealand; Software Excellence was launched with the aim of selling small software accounting packages. However, in business noting is predicable and in 1990 the firm changed directions, abandoning the
accounting software and moving into the niche market of dental software packages. This was an early stage in the development of specialist dental packages, and was seen as an
attractive market. However, even with the change in direction the development of the firm was not smooth. Following cash flow problems resulting from complications with an American partner lead to
a management buyout in 1995. It is this management buyout that is currently running the firm and responsible for the current firm reaching its current position. The firm has
expanded; staying with the provision of specialist dental software the firm has expanded intentionally, establishing a good market share in the UK and offshore offices in a number of locations
to support international sales. In order to take the firm forward management need to understand the position that the firm in terms of the macro and micro environment. The
use of analysis tools can provide a framework for assessing the position of a firm and allow with planning for Software of Excellence International (SOEI) for the future. 2. PEST
Results Firms in New Zealand have a generally strong position in terms of global trade, as the New Zealand government supported good trading relationships between using companies and companies
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