Mathsoft (A)

MATHSOFT, INC. (A)

Synopsis
MathSofts VP of gross sales has doubled the size of the companys direct field sales force to support the launch of a new, high-end workstation softw atomic number 18 ingathering priced at almost $9,000. However, sales of the new harvest-festival are far below plan. At the same time, the VP of marketing is name for increased magazine advertising to support sales of the companys $349 individualised computer packet product, which has been marketed through a combination of distributors, retailers, think sales, and direct mail. The president of this entrepreneurial company must chink the appropriate channel structure and communications programs for MathSofts current product line and future growth.

Background
Started in mid-1985 by David Blohm and Allen Razdow.
Principal explosive charge was to develop and sell productivity tools for technical professionals especially engineers and scientists. Their offset product Mathcad

Mathcad
Mathcad was influenced by the success of spreadsheet software. It featured a falsehood user-interface, designed to work like an electronic board.
Mathcad version 1 was launched at a joust price of $189. First class sales jumped to $1.6 million

Product Line Extension
They upgraded Mathcad twice (version 1.1 and 2.0) and increased its list price to $349.




Mathsoft also extended its product line by introducing a series of Mathcad add-on called Mathcad Application Packs (APs)
APs contained specialized, ready-made Mathcad files for indisputable types of mathematical analysis such as statistical exam and modeling
APs were introduced in 1989 and was initially priced at $40
By 1989 they repriced the entire APs to $99. By the end of March 1989 Mathsoft has sold more than 4,000 APs

MathStation
Mathstation is a high-end software package designed to run on Sun Microsystems workstation.
intentional to be the engineers dream tool.
Difference of Mathstation to Mathcad:
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