Business Market Strategies
Case Questions One of the most interesting challenges for a market technology leader is if, and when to go “down market” as a product offering evolves from early stage innovation to mainstream highquality to mass market. While FormPrint is firmly established in the mainstream, high-quality segment (hospitals), the technology is evolving to encompass lower cost, mass market options. They recognize this dynamic and have developed the Ortho500 to compete in the emerging segment of doctors offices and clinics. But market leaders face risks because their brand identity, relationships, go-to-market strategies and sales focus are all geared to protecting their core market. This case presents a great opportunity to explore the risk and reward equation of value migration with a particular emphasis on how to structure and manage the the sales function as the marketing strategy evolves. Use the questions below to frame your analysis: 1. What factors are effecting competition, product development and marketing requirements in the 3D printing market? (Think in terms of patents, technology maturity, threat of new competitors, evolving value proposition) 2. Briefly discuss the Pros and Cons of FormPrint, a leader in high-end 3D medical printing systems entering the low-end segment of the market with the Ortho500. What is the role of this product in FormPrint’s product portfolio and marketing strategy? (Think in terms of relationships, competition, barriers to entry, brand image & leverage, market accessibility and costto-serve). 3. Analyze the trade offs of how FormPrint might pursue this new market segment. Through the Ortho Division’s sales force? Through independent sales reps (ISRs)? List the Pros and Cons of each option from a sales management perspective. a. Economic – cost-to-serve, average unit sale, geographic dispersion of buyers? b. Organizational – fit with existing sales force, diffusion of their focus away from core market, compensation issues, potential for channel conflict? c. Buyer behavior / Selling Effectiveness.
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