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The president of Ohmeda, a wholly owned company of the BOC Group, plans to grow the company''s medical equipment sales from $95 million in 1985 to $158 million in five years by focusing on the sale of ''high-tech'' equipment. At the same time, the president expects to sell Ohmeda''s medical supplies business ($22 million in sales) and to transfer its medical gases business ($27.2 million in sales) to another business unit of the BOC Group. The changes in Ohmeda''s products combined with the planned growth in medical equipment cause the president to reassess Ohmeda''s marketing system. The new strategic thrust requires him to review the role of Ohmeda''s direct sales and dealer sales coverage. In doing so he evaluates the economics of three options: (1) continuing with Ohmeda''s present system; (2) eliminating dealer sales coverage; and (3) specializing salespeople by product group.