In the summer of 2008, Steven Panz, Vice President of Energy Systems at Inproheat, was reviewing his company’s strategy for competing in the combustion industry. In a market dominated by traditional combustion systems, Inproheat was looking to change the game with a new marketing plan for a proprietary technology.
Students are given lots of background information on the nature of the industry and some potential plans of action in order to better address this market, but in the end each is required to make a crucial decision concerning the target market segment and how to implement a dedicated sales force. The student must weigh any tradeoffs in the process as there is always a risk in upsetting current customers and potentially refocusing its core competencies and strategic direction.
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