A major point in teaching this case is to consider the impact that a formal marketing strategy had on the small firm. The founder, Don Sapit, was a mechanical engineer with an MBA from the University of Chicago. Training and background prepared him to effectively use a systematic approach toward defining markets and developing a marketing strategy. The case also demonstrates the need to constantly monitor the needs/desires of customers and then adjust the firm’s marketing plan accordingly (e.g. the Total Service Package).

1. Discuss potential key changes in technology, communications, and competition that Sigma will face in the future. Which will have the most impact on Sigma’s future marketing strategies?

2. Suggest some possible strategic initiatives that Sigma could pursue to continue its growth.