Case | HBS Case Collection | February 1992 (Revised December 1992)

MCI Vision (A)

by Frank V. Cespedes

Abstract

This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI. This case concerns a division's attempts to improve Vision's sales in 1991. Options being considered range from revised pricing policies to new customer and salesforce promotions. Illustrates issues concerning the nature of inter-product competition for field sales time and attention, and the coordination issues that arise between corporate and field marketing units. More generally, the cases are a good vehicle for discussing 1) product-sales-service linkages in a rapidly changing business and in a company with few formal barriers between these functions, and 2) issues involved in introducing new products and new selling strategies where field applications development is a key task.

Keywords: Change Management; Marketing Strategy; Product Launch; Product Development; Groups and Teams; Sales; Opportunities; Competitive Strategy;

Citation:

Cespedes, Frank V. "MCI Vision (A)." Harvard Business School Case 592-083, February 1992. (Revised December 1992.)