An Excerpt From: Case Study 3.2

James Stovall MKTG 344 11/29/07

An excerpt from: Case Study 3.2

In order to solve the two problems, the hostility towards Sprague and the missed gross profit quota, several of these solutions will need to be implemented. Sprague must be more of a coach than a dictator when it comes to managing his employees. This will help him to relieve some of the tension that he is feeling. No, this will not fix the problem completely. Time and future profits will play a big part in it as well. Low profits will need to be attacked from several angles.

Spending more time on certain products would help immensely. Instead of going through the entire line of products with the customer, they should pick which ones fit the customers’ needs, and then go back to the others if there is time. Also, making extra sales calls to customers who are new, or are thinking of buying from somewhere else, would be beneficial as well. It would keep Hanover-Bates Chemical Corporation in the back of their mind.

As far as new salespeople goes, I would not worry too much about hiring more people. If there happens to be an opening, they should try to fill the spot with someone who has had a college education. That does not necessarily mean that they will be a better salesperson, but I feel like they will be able to learn faster and adapt to fit customer needs. They should also begin implementing a CRM system. It would be a lot easier for their salespeople to keep track of every single aspect of the customers. Having knowledge about who they are selling to should help in the battle to keep a good relationship.

Overall, I believe that the solutions I chose to implement will have a positive effect on the northeast district of Hanover-Bates Chemical Corporation. The big problem, low gross profit, could be broken down into several less serious problems. Each of these smaller problems could be remedied with the solutions I provided. James Sprague will not have to worry about respect issues once district 3 finally turns itself around. I feel like this district will become better and better each year.