This is an individual exercise involving a case analysis write-up. The case involves Asclepius Consulting, an Indian start-up that is marketing a health-management information system (HMIS). The company needs to significantly increase sales volume in a rapidly growing HMIS market. A critical part of this goal requires the development of a clearly articulated sales go-to-market strategy. You are asked to help Vishal Ranjan, a company co-founder, put together such a strategy. The following questions may help you as you prepare your recommendations:
1. How will you segment the HMIS market in India and which segments will you recommend for Asclepuis?
2. What factors will you take into account in deciding on a sales strategy for Asclepuis?
3. How is understanding the decision making unit relevant to the sales strategy for Asclepuis?
4. How will you use the information on purchasing behavior in devising your go-to-market strategy?
5. What are the various go-to-market alternatives for Asclepuis? What are their pros and cons and which model would you recommend?
6. Based on the data provided in the case, how many sales people or resellers would Asclepuis need to a) break-even and b) cover the market.