FastLane Technologies was young entrepreneurial software company that developed a powerful language that can help organizations to manage, administer, and monitor large corporate networks. In late 1996, they received a capital injection of Newbridge Networks and Celtic House, a venture capital firm. In May 1997, the new vice president of marketing at FastLane should make his first presentation to the Board of Directors on its proposed marketing strategies to FastLane. The company faced a number of important questions, including whether or not to focus on the language or the use of tools based on the language and the most effective strategy for rapid movement of their products to a dominant position in the segment of emerging markets for Windows NT services. Development of effective channels for reaching large organizations that were his clients goal was particularly difficult challenge. The case can be used in business-to-business marketing, marketing strategy or strategic planning or market rate in small business and entrepreneurship courses. "Hide
by Adrian B. Ryans Source: Richard Ivey School of Business Foundation 23 pages. Publication Date: Mar 06, 1998. Prod. #: 98A006-PDF-ENG
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