The Meridian Systems case focuses on a start-up in the restaurant point of sale (POS) systems market. In early 2018, Meridian is getting ready to roll out a POS system based on a new technology—a tablet-based, Wi-Fi-enabled POS system (the "tablet" system, or GingerSnap). This product has a far lower price point than Meridian's existing terminal-based system. It also has a different target customer. The company's leadership is thus faced with several questions about how to deploy the sales force for GingerSnap. Should the product be integrated into Meridian's existing field sales force; should it be sold with a new, dedicated field sales force; or should it be sold by an inside sales force, that is, primarily by phone or web contact and limited in-person selling? Or should a hybrid of these approaches be used? The overlay to these issues is the fact that the new product is less profitable than Meridian's legacy system. These choices must be made not only with the customer and market in mind, but also with an awareness of the margin structure of the new product as well as what kind of activity it will support. Given the array of topics it explores, Meridian Systems can be used in courses on marketing, selling, sales management, business marketing, new products, distribution channels, entrepreneurial management, technology ventures, and strategy.
Keywords: Business Startups; Sales; Strategy; Salesforce Management; Organizational Structure; Technological Innovation; Marketing Strategy;
Citation:
Cespedes, Frank V., and Michael J. Roberts. "Meridian Systems." Harvard Business School Brief Case 918-533, June 2018. View Details