Dassault Systemes Case Essay

At first glance, analysis would indicate that the value proposition of Dassault Systèmes (DS) is the ability to provide its customers with powerful software capable of modeling and simulating complex parts and processes. The range of software brands that DS offers allows the company to maintain a significant market share which funds continual innovation. Looking deeper reveals that the true value proposition offered by DS is the ability to transform the company’s offerings ahead of the market. DS isn’t a reactive company trying to keep up with market trends by focusing on the problems the customer can articulate. The company is proactive, looking at the larger issue to be solved and working to develop a solution before the customer can define what might be needed. Examples of this type of thinking are the move from part design to product design for CATIA and the decision develop software tools to span the entire product life cycle. When DS made the decision to move in each of these directions, it revolutionized the industry and provided customers with a solution that they had not known was needed.
One of the strengths that DS capitalizes upon to maintain its edge on the competition is keeping the individual brands that have been developed separate. The different brands support each other but they are not fully integrated when it comes to identity and marketing. DS has the ability to market each of the brands as an independent solution but it can also offer them as a package. This gives DS a distinct advantage over its competitors.
The creation of a new brand, 3DVIA, is another example of DS getting in front of the market. One of the challenges being faced by the new brand was the difficulty in translating the “3D for all” vision of DS into an actionable strategy that could be clearly communicated and measured. While the 3DVIA brand continued to develop