Centra Infoschrift k2 für Regler ZG 52x und 55Full description
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This case illustrates the relationship between choice of go-to market strategies (channel design decisions) and target marketing. Your team should first perform a SWOT analysis and 5 Forces analysis for Centra. How should Centra segment its market? Then, consider how to resolve the dispute between Reed and Lesser on how to deploy the telephonebased sales team. In solving this dispute, consider whether or not all three channels should sell all three products to all customers. Alternatively, should Centra target some products
and channels to some customers ?
Centra Software •
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Founded in 1995 by Leon Navickas of Lotus Development Corporation Main products – – – –
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E-meetings Conference Symposium
Technology – product package (5 days for installation) and ASP package (2 days for installation) Fixed license fee plus variable application based and use based fee.
eLearning and eMeeting Market Forces
Bargaining power of supplier Bargaining power of buyer Threat of new entrants
