WentWorth Industrial Cleaning

Supplies
By :
Kush Patel
160102049
 What problems and issues does Griffith face?

WICS faces similar problems with the sales force. The area managers are frustrated by a sales role that they see as
ineffective. Area managers view themselves as the one who are denied the opportunity to use their own creative skills.
Job descriptions do not reflect reality and need revising.

WICS's product line does not reflect end user needs. Existing products only cover part of the market. Prices are too
high, which serves to limit the market further

AMs do not perform the activities detailed in the job description and spend very little time calling on prospective end
users. And the JD has hardly seen any change in the past few years.

WICS faces similar problems with the sales force. The area managers are frustrated by a sales role
The cost of sale is very high as compared to its competitors and the company is not aware on which part of the product
that they see as ineffective. Area managers view themselves as "lackeys" who are denied the
life cycle the product is presently.
opportunity to use their own creative skills. Job descriptions do not reflect reality and need revising.
 Relate the problems and issues to the role of TMs, AMs, and SSDs

Territory Manager Area Manager Sanitary Distributors

Its the duty of TM to Spend 80% of their time They are pressurised by
define the tasks for the on current customer WICS
Area Managers. accounts Feedback is not
Unable to get product They try to avoid the communicated to the top
commitments from more time high value management.
distributors activities Companys expectation
Rather than pushing for Push SSDs to meet targets are not clearly
target completion, rather than motivating communicated to them
motivation should be them Lack of training and
given support from WICS
Product demonstration is
time taking
 TONER HART
Advantages More AMs and SSDs should lead to an Hart's proposals will
increase in sales. probably generate an
Will lead to greater market exposure increase in sales both to
since new SSDs will call on new end existing and new users
users for WICS The market has moved
beyond SSD's marketing
thrust.
SSDs will be given objectives
to meet which might cause
them to do a more effective
job with WICS's products.
Bonuses will call attention to
the importance of new
accounts
Disadvantag SSDs who are doing a good job will Hart's proposal is a "band-
es resent the addition of more SSDs. aid" solution to a major
Ignores the fact that current job problem.
descriptions are inappropriate. More incentives will not be
More AMs doing the wrong activities. readily accepted by both the
More AMs will mean more territory AMs and the SSDs.
managers and maybe another regional SSDs will perceive this as
manager, adding to overhead costs more pressure.
Short-term benefits only.
Summary More SSDs in selected markets should be Incentives and quotas and
considered in greater depth. Other changes bonuses may play a role in
in the marketing mix may be needed first. helping WICS resolve some of
More SSDs would produce more sales. its problems. They may be used
Attitudes of present SSDs need to be in connection with other
considered recommendations
MICHAEL WEBBER SMITH
Could lead to a better Will overcome WICS's If her assumptions are
definition of the AM's lack of product coverage correct, price cuts could
job. in the economy class. lead to an increase in
Eventually could lead Should lead to an increase market share.
to an increase in sales in sales and market share. Cutting prices is easy to
especially to new end Present SSDs will be implement.
users. pleased since they will SSDs would find the
AMs will be better able have a full line of WICS's WICS's line easier to sell.
to determine how they products to sell Lower prices may attract
should spend their other SSDs who have
time. They will be "windows" composed of
more satisfied with customers who are price
their jobs conscious
Ignores other Will increase R&D costs. If it does not work, WICS
problems, such as Could lead to negative loses profit margin.
margins that are too image problems. May have a negative effect
high and distributors Expansion of product line on WICS's image
that are not happy. may lead to more
Will take time to pressure being applied to
implement the AMs and the SSDs.
Revised job Expanding the product line If product is in a later stage
descriptions are to include the economy class of the life cycle, then cutting
necessary to be sure. is reasonable if incorporated prices is reasonable.
WICS has other with other changes However, other marketing
problems that need actions are needed
attention
 What should WICS do to correct its market share problem?
Throughout this analysis, two basic strategies aimed at obtaining WICS's growth objectives emerge
WICS needs to increase its market coverage
by increasing the number of SSDs. The
addition of distributors with different
"windows" will improve sales to new end
users.
More aggressive selling efforts are required,
which means that the AMs will have to
spend less time with existing distributors.
Job descriptions will need to be revamped
and sales training programs will have to
change to reflect new activities.Incentive
programs will be needed to encourage AMs
to secure new SSDs and new end users
WICS needs to broaden its product coverage
to include the economy class. Presently,
WICS is excluded from the low end of the
market because of its limited product line.
WICS has to lower prices on its premium
products but avoid going too low and
competing against "schlock" products.
Selling costs need to be lowered.
Eliminating market developments costs for
new products is one example. SSD's selling
costs can be reduced by teaching their
salespeople low cost sales techniques. In
other words, since the products are in the
mature stage of the life cycle, extensive sales
efforts are not necessary. The products do
not need demonstration. Reallocating the
AM's efforts reduces selling costs for mature
products.