Asclepius Consulting: The Sales Force Dilemma
(9 pages of text)
In 2012, Asclepius Consulting is one of the many small software companies in India that have aspirations to become product companies as opposed to being services companies. Asclepius Consulting deals in hospital management information systems and has a product and service offering that is competitive and well received by customers. However, due to lack of capital, the company has been unable to invest in a sales force, and this has created a problem of reach. It is currently selling through a combination of resellers (external parties contracted to sell the software) and an inside sales force. Now, one of its three co-founders, whose expertise is in business process restructuring and business planning and strategy, is looking at revisiting the sales and marketing model in this complex marketplace.
This case is an illustration of the issues faced by a start-up company when it attempts to scale up its business. Students will learn how the choice of marketing channels depends on a variety of internal and external factors, including the type of product, the sales process, the target segment and the environment, and gain insight into institutional buying behaviour, especially in hospitals in India. The case also demonstrates the importance of appropriate market and customer segmentation.
Health Care Services
India, Small, 2012
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