MARKETING STRATEGIES IN CONTEMPORARY BIG FOUR CONSULTING FIRMS

Abstract

This article is about a phenomenon of Big Four companies (KPMG, Deloitte, E&Y, PwC) who keep leading positions on the market for the last twenty years. Their way to success is a great strategy, very detailed and longstanding plan to reach new clients, reveal new products and services and employ the best students from the best universities of the world. These companies are very active in using modern and innovative solutions in their financial and marketing campaigns. Big Four stands are full of new devices, selfie-sticks and Google glasses during the Job Exhibitions, at the same time their competitors still continue to give away pens, note books and highlighters. “Innovations are in every aspect of our daily life” is a slogan of KPMG’s official page dedicated to Innovations. In order to get a success and become a leader Big Four companies use diversification strategies, strategy of leadership in expenses, price differentiation strategy, specialization strategy concentrating on a niche. The descriptions and examples of all strategies mentioned above are in this article. The important place in long-term strategies with long-term perspectives take events. Professionals seminars, the publication of researches, press conferences and other PR actions, professional seminars and charity events, which have already become the integral and necessary part of marketing development tactics in consulting firms, which have resulted from globalization. High-quality services means demand higher payments, what leads to the advantage of economies of scale. PWC proved it in 2015, when they added to their portfolio business consulting. This decision created 60 % of their revenue, when their standard services generated only 40 %. Modern ideas, fresh solutions keeping up with the times, strict following of the strategy which was created by internal specialists especially for this campaign, will to be an innovative leader, all these factors are the power of the progress. Modern world never stops. The era of new technologies is here and it changed our retrospective about the standard circle of life which is also influenced on the business as well as on the global corporations. An ability to accept global changes and to adapt to them is a talent, which guarantee success and prosperity, what is extremely important for the digital era.