Formprint Ortho500 Case Study: Proact Model

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FormPrint Ortho500 Case Study ProACT model Problem Statement: David Willis must choose a sales approach for FormPrint’s Ortho500 to best establish early market presence in the bracing market. Objectives: * Gain market share * Maintain/Gain profit * Demonstrate product knowledge to potential customers * Demonstrate knowledge on financing and ROI * Maintain brand equity Alternatives: 1. Use direct selling method with current sales team. 2. Hire independent sales representatives. (ISR’s) 3. Blended ISR-direct sales hybrid approach. Consequences of Alternatives: (Refer to the chart on separate page). Alternative One: [Direct selling] will help to increase market share by using the existing sales…show more content…
[A hybrid approach] may be the most price sensitive approach, as it will have to take into consideration the aggregated costs and organizational complications of implementing the hybrid approach. [A hybrid approach] will demonstrate product knowledge by having the backbone of previous sales teams to not only utilize in their sales, but also help with the hired ISR’s to provide more product information and company knowledge. [A hybrid approach] will also demonstrate knowledge on financing and ROI, which is crucial because of the extremely price sensitive medical industry currently. The financing focused ISR team can also help out the current sales team if they lack knowledge on financing low-priced products. [A hybrid approach] will maintain some brand equity, but will put some at risk by potential lack of communication from the hybrid approach while targeting a segment that is unfamiliar to the company to this point. Tradeoffs/Analysis of…show more content…
| 2(5)Profitability is evident do to increased sales from no motivation needed, but expenses are accrued from training. | 3(5)Some training and expenses are accrued from developing the hybrid approach and giving the hired individuals the knowledge on the product and company. | | Product Knowledge of Sales Team(3) | 1(3)Has hands down the biggest impact on product knowledge by providing a sales team that all have company and product knowledge. | 3(3)Least amount of product knowledge by hiring a third-party sales team unfamiliar with the brand and the products. | 2(3)Some product knowledge will exist from current sales members, but some training will be needed for new sales people. | | Financing/ROI knowledge of sales team(2) | 3(2)Unfamiliar with pricing and financing low-cost products, and would require motivation to get commission off lower-priced sales made. | 1(2)Has the most experience with financing all sorts of price-leveled products. | 2(2)There will be a lack of knowledge from the existing team, but can piggy-back off of the knowledge from the ISR’s.
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