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ocal newspaper in Columbus, Ohio, announcing that she was interested in becoming a sales representative in the area. She was quite leased to receive several responses. Eventually, she became the sales representative in the Columbus area for three local computer oftware producers: Accto Company, which produces accounting$-$related software; Saleco, Inc., a producer of sales management software; nd Invo, Inc., a producer of inventory control software. All of these companies were relatively small and were represented in other areas by ther sales representatives like Jessica. The companies often sent her leads when customers from her area expressed interest at a trade how or through the company's website.

essica's main job was to call on possible customers. Once she made a sale, she would fax the signed license agreement to the respective roducer, who would then UPS the programs directly to the customer or$,$ more often, provide a key code for a website download. The roducer would bill the customer, and Jessica would receive a commission varying from $5$ to $10$ percent of the dollar value of the sale. essica was expected to pay her own expenses: And the producers would handle any user questions, either by using $800$ numbers for out$-$ofwn calls or by email queries to a technical support group.

ssica called on anyone in the Columbus area who might use the products she sold. At first, her job was relatively easy, and sales came aickly because she had little competition. Many national companies offer similar products, but at that time they were not well represented the Columbus area. Most small businesses needed someone to demonstrate what the software could do$.$

Five years ago, Jessica sold $$250,000$ worth of Accto software, earning a $10$ percent commission; $$100,000$ worth of Saleco software, also earning a $10$ percent commission; and $$200,000$ worth of Invo software, earning a $7$ percent commission. She was encouraged by her progress and looked forward to expanding sales in the future. She was especially optimistic because she had achieved these sales volumes without overtaxing herself. In fact, she felt she was operating at about $60$ percent of her capacity and could easily take on new lines. So she began looking for other products she could sell in the Columbus area.

A local software company has recently approached Jessica about selling its newly developed software, which is basically a network security product. It is designed to secretly track all of the keystrokes and mouse clicks of each employee as he or she uses the computer$-$so that an employer can identify inappropriate uses of its computers or confidential data. Jessica isn't too enthusiastic about this offer because the commission is only $2$ percent on potential annual sales of about $$150,000-$and she also doesn't like the idea of selling a product that might undermine the privacy of employees who are not doing anything wrong.

Now Jessica is faced with another decision. The owner of the MetalCoat Company, also in Columbus, has made what looks like an attractive offer. She called on MetalCoat to see if the firm might be interested in buying her accounting software. The owner didn't want the software, but he was very impressed with Jessica. After two long discussions, he asked if she would like to help MetalCoat solve its current problem. MetalCoat is having trouble with marketing, and the owner would like Jessica to take over the whole marketing effort.

MetailCoat produces solvents used to make coatings for metal products. It sells mainly to industrial customers in the mid$-$Ohio area and faces many competitors selling essentially the same products and charging the same low prices.

MetalCoat is a small manufacturer. Last year's sales were $$500,000.$ It could handle at least four times this sales volume with ease

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and is willing to expand to increase sales$-$its main objective in the short run. MetalCoat's owner is offering Jessica a $12$ percent commission on all sales if she will take charge of its pricing, advertising, and sales efforts. Jessica is flattered by the offer, but she is a little worried because it is a different type of product, and she would have to learn a lot about it$.$ The job also might require a great deal more traveling than she is doing now. For one thing, she would have to call on new potential customers in mid$-$Ohio, and she might have to travel up to $200$ miles around Columbus to expand the solvent business. Furthermore, she realizes that she is being asked to do more than just sell. But she did take marketing courses in college and thinks the new opportunity might be challenging.

Evaluate Jessica Agarwal's current strategy and how the proposed solven