An Analysis of the Marketing Strategies of Backspace International Ltd

Abstract

This project report titled An Assessment of Marketing Tactics of Backspace International Ltd is a study of the marketing activities of Backspace International Ltd amidst the burgeoning competition of the digital service industry in Bangladesh. Backspace International Ltd is an emerging company based in Bangladesh offering digital marketing, virtual assistance, creative design as well as IT services. This report aims to explore whether the company adopts basic marketing activities segmentation, targeting and positioning (STP) to attract its diverse client base ranging from local startups to international SMEs and even personal brands. Ultimately, the project shows that the company’s Unique Selling Propositions (USPs) for itself as a new and growing company in a competitive environment are its affordability, services around the clock, availability of well\ trained remote teams and an active online presence. At the same time, the company is facing various strategic\ issues apart from expansion and development plans such as high employee attrition rate, low brand recognition in physical regional market, excessive dependency on outbound markets and inability to retain clients as projects are time bound ventures. To address the strategic issues, the project recommends strategic improvements such as brand positioning relative to coherent brand visuals and messages; inbound marketing improvements relative to SEO, content-centric and thought leadership centric marketing; customer relationship management improvements relative to feedback loops, loyalty initiatives as well as personalized follow ups post project delivery. Additionally, the report recommends investing in internal employee branding to lower turnover and investigating local partnerships to increase trust in the domestic market. The study also looks at Backspace's use of the marketing mix—product (services), price, place, and promotion—to draw in and keep customers around the world. Digital platforms like Upwork, Fiverr, and LinkedIn are important avenues for service delivery and outreach. The credibility of the brand is further enhanced by promotions via online campaigns, customer endorsements, and performance portfolios.