Designing Security Software Distribution Channel Strategy in the Digital World

SecureGuard is a cyber security product with headquartered in Romania, and 200 branches in the world. Martin Tample, the company's current CEO and largest shareholder, created it in 2001. The cybersecurity solutions and services provided by SecureGuard include endpoint security, cloud and managed security, antivirus software, and IoT security. The US market is thought to provide more than 40% of Secure Guard’s revenues, while the company's products are supplied through partners in over 150 countries. The business had more than 1,600 employees worldwide as of 2020. With 4.27% of the market share as of May 2020, SecureGuard was the ninth-ranked vendor of Microsoft Windows anti-malware software globally. SecureGuard has joined the Vietnamese market about 10 years ago, 2013, named SecureGuard Vietnam. The company was quite new in the market during that time. While joining a market like Vietnam, the multination company must study the information such as current market share, competitive landscape such as the leading player, strategic alliance, new technology opening competition, Covid pandemic affect, and so on (MarketLine Industry Profile: New Cars in Vietnam, 2022). That’s why firms must care about market value, market segmentation, and business forecasts for the industry. Competition can come from many sources and change according to location. Some places are encouraging to cooperate, but it is limited to doing business in some locations. Moreover, the relationship between sellers and buyers is not always happy. Almost of the research before just focused on generally doing business internationally, but not have anyone focusing on IT market in Vietnam, especially for a security software like SecureGuard.