If a single were to think about merely the ability numbers in each in the ability MathCad and MathStation users (Exhibit A), it would look that, in raw numbers, there is higher opportunity in the MathStation users. However, because of the nature of that market, it could possibly be harder to penetrate.
In fact, much from the pre analysis that Blohm and his men and women should do could efficiently consume the type of a SWOT analysis for each MathCad and MathStation. This kind of an analysis would give a clear picture of every products and solutions Strengths, Weaknesses, Opportunities and Threats.
Once the SWOT analysis is complete the focus would be clear which of the a couple of paths to follow. That is not to say it is an Aeither/or@ but simply a option of priority use of funds.
Once that choice is made, then a careful analysis of channelization is known as for. As soon as the channels are analyzed, then the focus becomes much more clear. Of all the channels that Blohm is utilizing, the direct advertising channel is potentially the most lucrative.
The PR campaign should be employed to generate sales that will show up on a 13 or 26 week P&L. The trade show budget need to be increased simply because there are far more sales generated from trade shows than any other source.
Increasing this focus would give sales that had fatter margins than individuals becoming achieved by the resellers. With the direct marketing approach, Blohm develops a far better chance to tell his story to capacity buyers.
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