Group 2

Centra Software Case

Centra software is the leading provider of specialized software applications and services that
facilitate and automate online business collaboration. To better understand where Centra
stands as a service provider we look at the 5C approach.

COMPANY
Centra became a pioneer in eLearning and eMeetings by gaining the first moved advantage.
Revenues doubled each year for the four years, since the founding of the company.

COMPETITOR
Centra was undisputed leader in eLearning space but a new competitor was emerging in the
eMeetings market. Also, a large number of startups and some large companies had begun
to market training specific software. Analysts distinguished among firms selling Content,
Delivery platforms and learning management systems.

COLLABORATOR
Alliance Partners, the ecosystem of Centra consisted of companies which helped Centra
achieve wider market coverage. There were three kinds of partners:
a. Infrastructure Partners
b. System Integrator Partners
c. LMS vendor partners

CUSTOMER
Centra has always focused on serving the higher end of the spectrum. Typical target
customers were divisional line managers and HR managers.

CONTEXT
Sales revenue is forecasted at $50Mn by 2001.
There has been friction between telesales and field sales reps. No one has a clear idea about
the expansion plans! Should the focus remain on Global 2000 customers?

Cost Advantage: Features Offered

expense on premises, training materials,
instructors and the staff, travel,
accommodation costs or salary costs of
employees
Virtual Auditorium ‚offering face to face
learning with relocation
Shring of ideas through networked
computers
User can see leader and other participants
Full duplex audio feature- 4 participants can
speak at a time
Live application sharing and Whiteboard
Feature

Synchronous learning Streaming slide presentation

Recommendations:

STRUCTURED APPROACH SALES APPROACH

Target - Line Managers Target Global 2000
Coordination - Ford, scale, database Differentiate to cater Enterprise segment
Specialized vertical Phased Sales Strategy - Tele Sales to Field
Sales