JINDI ENTERPRISES

Current Situation

■ Ma Rui is considering to expand to more profitable Industrial market

■ This will be possible only if, the loan gets sanctioned
■ Ma Rui is looking for a Sales Manager for Lanzhou Office, after the resignation of
Zhou
Sales Process at Jindi
Sales Channel
■ Direct walk-in (70%): 0.7*87= 61 Units
■ Targeted Promotions (30%): 0.3*87=26 Units
– 80% of the Targeted Promotions are done by Ma himself
– Long Term relationships handled by Ma – as he deals in a collaborative manner
– Sales engineers at office dealt with transactional business and leads obtained
through sources other than Ma’s
– Sales engineers were considered as Sales and Service engineers, generate new
leads was their main goal through Direct Walk-in and Proactive Promotions
 Market Analysis
Products
Key Determinants
Share in New Constructions
Buying Center
Generally Leads generated
through
Price levels
Total Sales of JINDI (2001)
Market Share of JINDI
High End (R/C) Market Low End (R/C)Market Industrial Market
Standardized Standardized Customized
Connections, Credibility Price, Service, Delivery & Connections, Quality,
Geographical Proximity References, Customer
Support, Customization
70% 30% -
Architectural Design Firms Contractors Architectural Design Firms
Targeted promotions Direct Walk-in -
20% higher than Low End Normal 20% - 30% Higher
17 Units (20% of 87) 70 Units (80% of 87) -
Market Share= Market Share= -
(0.2*87)/2100=0.82% (0.8*87)/900 =7.73%
Job Description
Job Title: Regional Sales & Service Manager
Department: Sales & Service Management
Location : Lanzhou
No. of Direct Reports : 03
Job Analysis : Task, duty, responsibilities
– Upstream - Generating Sales Lead, Establishing Contacts, Providing Technical Support
– Downstream - Customer Training, Installation, On-site Service, Maintenance
Job Qualifications :
– Good Interpersonal Skills
– Provide on-the-ground support for sales associates as they generate leads and close new deals
– Strong in-depth knowledge of sales strategies
– Excellent negotiation skills
– College Graduate ( Preferably with a technical degree)
 Candidate 1:- Hu Bin

■ Positives
– Strong Technical Background
– Hardworking, faithful, reliable, helpful, great leadership skills
■ Negatives
– Willing to relocate
– Not a good sales engineer
Candidate 2:- Bai dong

■ Positives
– Interested in Technological aspect of Jindi products.
– Quick learner, well organized, engaging sales style, confident.
– Learned from failure (Handling Customers).
– Good rapport with customers.
■ Negatives
– Interest in entrepreneurship  loyalty issues
– Very young  less experience.
 Candidate 3:- Qian Cheng

■ Positives
– Youngest engineer to held a post as senior engineer in architectural design firm.
– General Manager of the decentralized division.
– Smart and diversified in experience.
– Good management training and practical management experience - Executive MBA Degree
■ Negatives
– Overqualified
– Might reallocate in future
Candidate 4:- Liu Xiaogang

■ Positives
– Interpersonal relationship skills
– Can bring contacts  His father had friends and students in architectural firms
■ Negatives
– No sales experience
– Degree in economics –lacks technological knowledge
Decision

– Choosing Qian Cheng as new sales manager will result in higher benefits given the
current situation and future aspirations of Ma, since
1. Has a master’s degree in engineering
2. Mr. Cheng carries a diversified experience as he has worked as a Sr. Manager in an
architectural design firm, has good management training & practical management
experience
3. He might have contacts since he has worked in an architectural design firm. Also,
venturing into industrial market requires credibility, which Mr. Cheng can validate
4. He is not relocating elsewhere for sometime, also if he wants to, that will probably b
because of a better opportunity, thus Ma may provide him better offer if such situation
comes
Thank You!