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Research Topic: AutoCAD Software

Research topic: AutoCAD Software Introduction to AutoCAD AutoCAD is a software application for computer-aided design (CAD) and drafting in both 2D and 3D. AutoCAD is

one of the first computer aided design programs (Wikipedia). Today it is also one of the leading architectural software. Few of the features AutoCAD has, are inventor fusion, parametric drawing, cloud software support, pdf support etc., this software is mainly used by engineers, designers and architects, to develop or design models. Autocad have newer versions like AutoCAD 2012, AutoCAD freestyle and they support MAC as well. Since it started in the 1980s they have been many other new companies with similar products. What is being investigated and why? As a part of the consultancy firm we are required to investigate Londons market demand, needs of the customers, if there are other new similar software in the market, consumers requirements and feedback with regards to the AutoCAD software. The company would like to know if the competitors have better features than AutoCAD and if the consumers prefer the rivalry company than AutoCAD and if yes, then why? Models and theories used for the research are Porters five forces, SWOT and VRINS model. In the VRIN model, we focused on the value of strategic capabilities, value to customers, the cost factor and providing potential competitive advantage (Johnson & Scholes 2011) also the rarity of a product and the imitability, i.e. if the product can be replaced. In porters five forces we could analyze the threats of new entrants and substitutes, like companies such as Vector works, Solid edge, solid works etc. consumers bargaining power and of course competitive rivalry which was one of our main focus, this is also related to the cost factor and the imitability in VRIN model. With the help of SWOT we could judge the strength and weakness and mainly threats, where AutoCAD needed to improve or where they were lagging behind. To analyze this, we needed to know what are the

new features in the rivalry products, which was better and how we can reinvent ourselves, and also how to retain and gain customers. We also used methods to gain information from customers by surveys for feedbacks, and also by introducing software in the supermarkets for a cheaper price and for easy customer access. This will help us know if the customers would use our products if it was easily available and if it was cheaper. The reason for choosing this area from a business point of view would be client requirement and from an academic point would be that I was already aware of the AutoCAD software. I wanted to conduct a market analysis on the product. This research will benefit organizations, in terms of how to make a better product. With the market analysis they can judge their position in the market, they can find out what customers think of the product and what they would prefer in the upcoming versions. It also helps the organization by having a clear view of whats missing in the product, and what strategy could be used to further boost up sales and retain customers. The research would give information on which models sells better by checking the stores inventory, and other markets stocks. They can judge the demand for the product, work on promotions. All the information can help them re-enter the market with new offers, for e.g. we learnt that the AutoCAD software does not create approximate shadow effects, from a site on the web called Cad tutor. The AutoCAD company can now try improving their visual effects. From a business point of view, I would benefit by keeping my clients happy. By providing my clients with the information they require, I can earn their trust and also help their company grow, and this in turn will help my company

grow by maintaining clients, I can create brand value and brand image. From an academic view, I learn how to use the different tools such as PESTEL, SWOT, VRIN, Porters five forces to critically analyze market data. This gives me an hands on practice, which will be similar in a real life consultancy firm. We have also demonstrated the fish bone diagram, which will help us better understand the root cause of the increase or decrease in the market demand. In conclusion, we believe that by doing a research for the AutoCAD, we have helped them realize the want of the customers, and the need to update their products with relation to the new technology, in order to excel in the market. Aeronautic still prefer autoCAD software when compared to other software like solid edge. Some may not find it user friendly, but this is something the company needs to work on. AutoCAD can improve and release new user-friendly software, which would help their customer to perform better.

Ishikawa diagram

Which part of Cost factor is affecting finance?

Rivalry and competition from existing companies

New entrants with the similar software in the market

What are the factors affecting AutoCAD s market demand?

What factors in consumer behavior is affecting the sales?

What are the technical issues with the software?

Use of new technology or lack of updated versions. Where do they need to improve?

References Autodesk (2011) autocad [online] available from<http://usa.autodesk.com/autocad/features/> [04 Dec 2011] Cadtutor (2011) All about shadows [online] available from < http://www.cadtutor.net/tutorials/autocad/all-aboutshadows.php> [4 Dec 2011] Johnson,Whittington &Scholes (2011) Exploring Strategy. Financial times Prentice hall Nemets check.net (2010) Vectorworks case study [online] available from <http://download.nemetschek.net/news/CS_ARCH_saccomc kinney.pdf> [04 Dec 2011] Wikipedia (2011) AutoCAD [online] available at <http://worldcadaccess.typepad.com/blog/2005/12/autoc ad_whats_n.html> [4 Dec 2011] World CAD access (2005) The future of CAD [online] available at <http://worldcadaccess.typepad.com/blog/2005/12/autoc ad_whats_n.html> [04 Dec 2011]