Case Write-Up #1
SI444 A1 Molander
February 24, 2011
The founders of ILinc Corporation will develop revolutionary distance-learning software that will create a “Distributed Virtual Classroom” for the purpose of efficient and cost-effective corporate training programs. By combining “interactive multimedia, multi-point desktop video conferencing, and true application sharing,” the software will mimic an actual classroom environment, while avoiding the significant time consumption and travel expenses associated with one (7).
-Mark Bernstein (Executive VP, COO) – Ranked 16th out of 350 sales managers ...view middle of the document...
with sufficient benefits to offset the financial costs and reorganization the company must undergo. Taking on the vertical strategy will entail selecting a specific application segment, customizing the software for that type of client, and then focusing sales and marketing efforts on winning over every potential customer in that segment. After dominating the segment, the company will use its customer references to move to the next target application and repeat the process. The goal is to eventually dominate the entire market.
Geoffrey Moore’s Chasm Theory
Geoffrey A. Moore, a high technology consultant who worked in Silicon Valley, was the man behind the marketing strategy that Miller wishes to implement. He took the technology adoption lifecycle, developed by scholar Everett Roger, and asserted that there exists a “chasm” between early adopters and early majority of a product. In order to bridge the gap between these two market groups, a company must catered to the specific needs of each. While the...