The estimated target market left the company with no choice, but to choose America and Canada due to the large number of elementary schools.
The major problem on the marketing strategy to be used in selling and distributing the product was the main concern. Georghiou felt that it was going to be difficult to convince the educators about the product without trial; they needed to see and try the product before making decisions. The market price of the product was; however, going to vary depending on the country and the user. Further to this, they identified various distribution channels that would handle the distribution and advertising duties (Lionais et al. 24).
Although the product sell was successful, the solutions came with various advantages and disadvantages. The use of educational catalogue enabled selling several products to the educational institutions through online catalogues and publications; however, they would not sell Go Venture Entrepreneur in North America through any other channel because he had reached the teachers he had wished to reach. The use of software distribution as an indirect distribution channel was going to give the product a high profile than the text books and catalogues; however, the software distribution channel was highly fragmented with no companies operating in both the U.S. and Canada market. The choice of MarkED was disadvantaged because it lacked a sales force that would complement the catalogue. Furthermore, Georghiou was not sure if it was going to reach the teachers. On the other hand, IBM was technology-based and was already making distributions to schools (Lionais et al. 26). They then made an agreement on a distribution that would last two years.
He also had the choice of using an in-house distribution channel. He was going to hire sales representatives in the two countries to conduct sales, email campaigns, CD demos, public speaking, direct mails, seminars, and catalogue sales. Here, he would make a much ...