CentraSoftware_Group09.pptx

Centra Software Case Study Structuring Sales

Questions for Class Discussion: 1. We know what Centra is selling, but what exactly have its

customers been buying? What benets have they been deriving from its three roducts? !ow should Centra segment market? ". #oes Centra need strategy to tell it which customers to select, or should it sh where the sh are biting? $. Should all three channels sell all three roducts to all customers, or should Centra target some roducts and channels to some segments? %. !ow would you resolve the disute between &eed and 'esser on how to deloy the telehone(based sales team? Would you exand telesales?

5C ANALYSIS C)*+- /ounded in 100 by 'eon -avickas. Centra was a ioneer in e'earning and e*eetings. &evenue have doubled each year since the founding of the comany % years earlier

C)''5)&3)& lliance +artners, the 6ecosystem7 of Centra consisted comanies which heled Centra to achieve wider market coverage. 3here were three kinds of artners8 4nfrastructure +artners System 4ntegrator +artners '*S vendor artners

C)*+2343)& Centra was undisuted leader in e'earning sace but a new cometitor was emerging in e*eetings e *eetings market. lso a large number of startus and some large comanies had begun to market training secic softwar software e nalysts distinguished among rms selling Content, #elivery latforms and learning management systems

C9S3)*2& Centra has concentrated concentrated on serving the larger end of the sectrum.  3yical  3 yical target customers customers were divisional line managers and !& managers

C)-32:3 Sales revenue is forcasted at ;