Abstract

This case study details the dilemma faced by a Regional Manager as he is entrusted with the responsibility of launching a new branch of the company. He has been given the mandate to start with a clean slate and also to consider setting up a new sales organization if necessary.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Sales organization
• Sales force strategy
• Business-to-Business marketing
• and Industrial Marketing.

Keywords

Instrumentation, Branch Launch Dilemma, Sales organization, Sales force strategy, Business-to-Business marketing, Industrial Marketing, Plotters, digitizers, sales strategy, redesign