Computer Power Group Case Analysis
Computer Power Group Case Analysis
Evaluate CPG’s brand portfolio and architecture
Founded in 1968, Computer Power Group (CPG) was Australia’s largest publicly listed information technology service company. In the mid - to late 1980s, CPG went beyond IT consulting and by incorporating many Australasian companies in the IT education, training, services, staffing, software, and resourcing domains. CPG made acquisitions in the Unites States, United Kingdom and other places through out the world. CPG was establishing itself broadly in the IT marketplace. By
1998, CPG Corporate controlled seven branded businesses that were each managed as separate companies. CPG Corporate’s senior managers had no ties to the individual operating businesses. Brand integration was not a goal of the company at that time.
Identify sources of equity for each brand
Computer Power Group Corporate’s only role is to control internal accounting and finance and has no marketing support.
Computer Power Group Pty Ltd. was CPG’s only consulting operation. It CPG provided highest quality Information Technology services. GPG had been dominated by the public service and government firms and were involved in one of the largest system integration projects in Australia.
Management Technology Education (MTE) was one of Austral-Asia’s largest and best know corporate IT training companies. MTE provided customized IT applications training courses for both junior and entry-level corporations clients. MTE even taught courses for non-IT business skills.
Computer Power Training Institute (CPTI) provided placement for graduates seeking entrylevel positions in the IT field with a 90% success rate within the first three months.
Computer Power Advanced Systems Institute (CPAS) provided IT education and training to mid- to high-level, experienced IT professions with the intention of certifying or accrediting these student in advanced systems. This was CPG’s least well know brand.
Parity People
Evaluate CPG’s brand portfolio and architecture
Founded in 1968, Computer Power Group (CPG) was Australia’s largest publicly listed information technology service company. In the mid - to late 1980s, CPG went beyond IT consulting and by incorporating many Australasian companies in the IT education, training, services, staffing, software, and resourcing domains. CPG made acquisitions in the Unites States, United Kingdom and other places through out the world. CPG was establishing itself broadly in the IT marketplace. By
1998, CPG Corporate controlled seven branded businesses that were each managed as separate companies. CPG Corporate’s senior managers had no ties to the individual operating businesses. Brand integration was not a goal of the company at that time.
Identify sources of equity for each brand
Computer Power Group Corporate’s only role is to control internal accounting and finance and has no marketing support.
Computer Power Group Pty Ltd. was CPG’s only consulting operation. It CPG provided highest quality Information Technology services. GPG had been dominated by the public service and government firms and were involved in one of the largest system integration projects in Australia.
Management Technology Education (MTE) was one of Austral-Asia’s largest and best know corporate IT training companies. MTE provided customized IT applications training courses for both junior and entry-level corporations clients. MTE even taught courses for non-IT business skills.
Computer Power Training Institute (CPTI) provided placement for graduates seeking entrylevel positions in the IT field with a 90% success rate within the first three months.
Computer Power Advanced Systems Institute (CPAS) provided IT education and training to mid- to high-level, experienced IT professions with the intention of certifying or accrediting these student in advanced systems. This was CPG’s least well know brand.
Parity People