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WENTWORTH INDUSTRIAL CLEANING SUPPLIES

CASE ANALYSIS 1

Name : SUMIT AGARWAL


Roll : 160101114
Sec :B
What problems and issues do Griffith face?

SALES VOLUME JOB DESCRIPTION


Sales of all WICS products have been below the volume Job Description of AMs has not been updated since long
expected by the management It is not in sync with current market conditions

SSDS
They are the major business drivers for WICS accounting
for $380 mn sales. But, they are unhappy with the
management
They sell private labels as well PREMIUM PRICES
Control of management over SSDs is limited
WICS operates at premium and average product
AREA MANAGERS performance segment selling at premium prices
Only 40% of the served market is willingly paying these
Around 80% of the time of AMs is devoted on existing premium prices
account Remaining 60% of the account pose a risk of brand shift
Hence, market development by acquiring new accounts
gets hindered
Relate the problems and issues to the roles of TMs, AMs and SSDs.
Limited time availability of AMs doesnt allow TMs to train them
adequately
TMs TMs need to submit report to regional manager, based on which decisions
are taken. These decisions does not consider decisions and concerns at
ground level properly

Focus is on fulfilling the target and not the creativity


Incentives of new gallon sales outweigh repeat gallon sales, thus putting
AMs more pressure on AMs
Cold calls on end-users that are not currently served by SSDs of WICS are
tough to convert

Ineffective communication with WICS management


No additional incentives to sell WICS products
SSDs Pressure tactics from WICS such as high minimum buy-ins, excessive
control
High sales costs, rare price advantage
What alternatives are open to Griffith? What are the advantages and
disadvantages of the suggestions made by his staff?
1. MIKE TONERs proposal: Increase SSDs under AMs to improve the market share. Also, since
current AMs are already packed, new AMs may be required

Promotes market Huge additional costs on


development and hiring and training of new
increases market reach AMs and SSDs

High market coverage Existing territories where


would strengthen brand SSDs are increased may
visibility be exhausted
What alternatives are open to Griffith? What are the advantages and
disadvantages of the suggestions made by his staff?
2. CALLA HARTs proposal: Inclusion of SSDs in incentive programs, establishing quotas for SSDs
and better incentives for new-end user sales

Enhances motivation levels Quota system on SSDs adds


among SSDS and AMs to their pressure on selling
Provides recognition to top WICS products
performers
Healthy competition among
SSDs enhances sales
environment
Cost effective solution
What alternatives are open to Griffith? What are the advantages and
disadvantages of the suggestions made by his staff?
3. RYAN MICHAELs proposal: Supports Job analysis and identification of incentives desired and
valued by the AMs

Leads to identification of Job analysis requires


ground and current extensive research and is a
scenario time consuming and costly
Time traps can be identified process
Updated JDs post job Updated JDs post job
analysis would enhance analysis means change in
productivity years old working
conditions of AMs. They
might resist this change
What alternatives are open to Griffith? What are the advantages and
disadvantages of the suggestions made by his staff?
4. CHARLOTTE WEBBERs proposal: Expansion of current premium and average product
performance lines to serve 100% product needs and introduction of economy-based products
line

Product development Economy-based products


would increase the may lead to brand
market share dilution
Investments incurred on Introduction of new
distribution of new products would involve
offerings would be very huge investments on R&D
less as a strong network is and marketing (except
already in place distribution)
What alternatives are open to Griffith? What are the advantages and
disadvantages of the suggestions made by his staff?
5. CAITLIN SMITHs proposal: Reduction in prices to reduce sales costs, change in JDs and sales
presentations

May increase sales Reduced prices may lead


volume and market to brand dilution
coverage Change in JDs may invite
SSDs would be satisfied resistance by the AMs
with reduced prices as
now the price difference
between WICS and other
brand products would be
lesser
What should WICS do to correct its market share problem?
Serving 100% of the premium and average product performance segment. WICS already has the
brand identity to bring remaining 25% of the currently unserved products in the market

Job analysis of AMs should be done and JDs should be accordingly revised

To prioritise sales of WICS products, SSDs should be incentivised

Communication gap between AMs and SSDs should be minimized, WICS should promote 2-way
communication

Administrative tasks done by AMs should be reduced

Reduction in prices to avoid brand shift of 60% of unhappy served customers