Marketing II – Group Assignment

Waters Chromatography Division: US field Sales

Submitted by: Group 5,Section D

ArkayanBagchi (2010PGP063)

Harveer Singh (2010PGP449)

Kaushlendra Singh (2010PGP150)

Krishna Kishore Burugula (2010PGP163)

Loveneesh Solanki (2010PGP170)

RohanWagh (2010PGP311)

Sameer Morey (2010PGP325)

Protagonist

The cases does not give any specific issues to be solved by any specific individual,the detail description of Ray Burnett’s day on job is to apprise the readers of the kind of issues involved in selling the HPLC instruments and related products. It also highlights the concerns of salesman about the targets,
These people were effective only in short term and stayed only for 12 to 18 months, starting the entire cycle of training and giving a setback to rapport building with customers, which usually required one to three years.

The territories divided among the division were based on the fair division approach and hence no single division can have most of the developed territory. The business growth requires that the territory be divided into two or to enhance the job the sale people were rotated among the territories these causes a loss of rapport which the earlier sales force has built.

The customer support was providing the technical support, request for information services and receiving the order over phone. Despite the customer support, the sales representatives were spread thin in providing the support and resolving customer issues. This left a very little time for them to pursue new business development and the vacancy in National accounts manager (NAM) position added to the burden of the sales people. Chane Graziano intends to fill the NAM vacancy internally and make it a training platform for senior sales representative. The salary structure is also up for revision but nothing has been implemented yet. He has approached Ray Burnett for the same.

Alternatives

1) Hire more number of sales people and provide comprehensive training to decrease the burden on sales force along with filling up NAM vacancy 2) Hire additional service technicians to support