Formlabs: Selling a New 3D Printer

Name: Formlabs: Selling a New 3D Printer (English version)
SKU: 817001

Cespedes, Frank V.; Hull, Olivia; Migdal, Amram

Product #:817001

Supplier:Harvard Business School

Discipline:Marketing

Setting:Europe;Asia;Massachusetts, 2015

Details:Case (PDF) • 20 pages • 2016-11-01 (Rev: 2018-10-01)

Subjects:

Innovation Marketing channels Entrepreneurial management Growth strategy Sales Marketing management Marketing strategy Consumer markets Product introduction Product positioning Start-ups Marketing Entrepreneurship Corporate strategy Sales and marketing Financial markets Product lifecycle Sales and marketing Marketing

Geography:

Europe Asia Massachusetts United States

Your Price:

$11.64

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Headquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and Services Luke Winston wonders which strategy will double sales. Should he focus on direct sales or add more channel partners?