Strategy evaluation and recommendations for thorogood

Abstract

Thorogood is a niche Business Intelligence (BI) technology consulting company. Founded in 1987, the firm has offices in 3 countries (UK, US and India) and employs over 70 consultants. With over 40 consultants, the India office of Thorogood is its largest development centre. The firm now finds itself at inflection point with the team that was managing the privately held firm from its inception planning to hand over the ownership and management of the firm to the employees. The project team, using a combination of primary and secondary research techniques, has studied the opportunities for this niche firm to grow in the context of larger BI industry. These opportunities for growth are analyzed to suggest a viable strategy that the firm can embank on. The project report is divided in three sections. The first section covers the industry and analyzes the market size, trends and the sources of competitive advantage required to succeed in this industry. The second section analyzes Thorogood in detail and based on this understanding, in section three, details the growth options of the firm. Section four contains our recommendations to the firm. Our central recommendation is that Thorogood must continue to focus on growing organically. We have also listed certain changes in their processes that would strengthen their business model. In our view, this is the best course of action for Thorogood to augment its competitive advantages and significantly enhance their growth and profitability in a sustainable manner.