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Marketing 211 Marketing 211 GSK’s new sales force compensation plan Issues Domestic Vs Foreign Brand as a radical change and their opinion was What yield management is and when it is Clothing: Understanding divided regarding the effectiveness of the new appropriate. sales force compensation system. Consumer Decision-making How the hotel industry and other similar Styles in India Issues industries fit into the service profile Understand the various issues and challenges Customer segmentation and demand Abstract associated with evaluating and compensating forecasting David Martin (Martin), the marketing manager a sales force. Calculation of booking limits and protection of Trendz4U, a UK-based garments Understand the pharma selling environment levels manufacturer, which offered a range of in the US. The concept of overbooking clothing, was mulling over some key Analyze the new sales force compensation Yield management controls (capacity decisions that he would have to take while system of GSK in the US and discuss the management, discount allocation, duration launching the company’s successful brand pros and cons of the system. control, variation in mobility, group availability, in India. Two months earlier, the company Explore ways in which the system can be supply control, and reservations) had taken a decision to enter the rapidly improved further. growing market. Since then, Martin had been Requirements for effective yield management actively involved in devising the company’s Comparison of yield management applications marketing strategy for India. Reference Numbers across different services (Airlines, Car As part of the planning phase, he had a pilot ICMR...................................... MKTG 258 Rentals, Cruise Lines, Financial Institutions, Hotels, Railroads, Telecommunications, and study conducted on Indian consumers. The ECCH ........................................................ tabulated responses were in front of him and Tour Operators) based on these he had to make some Organization(s) .........GlaxoSmithKline Plc recommendations emphasizing specific Countries ................................................ US Reference Numbers marketing strategies for specific market Industry ............................. Pharmaceutical segments. ICMR...................................... MKTG 257 Pub/Rev Date ..................................... 2010 ECCH ........................................................ Issues Case Length ............................... 10 Pages Organization(s) Avant Garden (Fictitious) Discuss how through discriminant analysis, TN Length ..................................... 3 Pages Countries ............................................. India similar kinds of users/customers can be Industry ..................................... Hospitality classified based on certain characteristics. Pub/Rev Date ..................................... 2010 Elucidate how discriminant analysis can be Avant Garden: Case Length ............................... 18 Pages used in marketing. Exploring Possibilities for TN Length ..................................... 3 Pages Appreciate the importance of marketing Improving Revenue Management research in making decisions. Abstract Crisis Management at Toyota Reference Numbers The case deals with the revenue ICMR...................................... MKTG 259 management (or yield management) issues Abstract ECCH ........................................................ typically related to capacity constrained The case study is about crisis management Organization(s) ............................... Apparel industries such as the hotel industry. Hotel at the Japan-based Toyota Motors Avant Garden, situated in Jaipur, India, was Countries ............................................. India Corporation, one of the largest automakers in an attractive destination for tourists and Industry ................................................. N/A the world. In January 2010, Toyota was forced business people. to recall millions of cars after problems with Pub/Rev Date ..................................... 2010 The hotel had three different categories of braking, floor mats and acceleration pedals in Case Length ................................. 8 Pages rooms (Deluxe, Luxury, and Regular) priced its vehicles. The recalls even led Toyota to TN Length ..................................... 3 Pages accordingly and discounted on the basis of halt sales and production of eight of its most certain fixed criteria. The customer segments popular models. Due to growing number of comprised leisure travellers, business people, recalls, sales plummeted thereby affecting GlaxoSmithKline's New Sales travel agents, and incentive firms, all of them the company’s position in the global Force Compensation System with distinct tastes and preferences in terms automotive industry. Analysts began to in the US of choice of rooms, period of booking notice, question Toyota’s legendary quality and felt and duration of stay. Eeshita Desai, the newly that the recalls represented a major failure on appointed General Manager of the hotel, took part of the company. After the recalls, Toyota Abstract the initiative to remodel the revenue went into crisis management mode and In July 2010, GlaxoSmithKline Plc (GSK), management practices of the hotel. announced a fix for the accelerator problem. one of the world’s leading pharmaceutical In the process of analysis, several issues The case describes the various crisis companies, announced that it would replace pertaining to the timing of reservation of the management initiatives undertaken by the its existing system of evaluating and rooms, and to each customer segment, etc., company to regain the trust of customers and compensating its sales professionals in the came up. She calculated the booking limits, restore its image as a quality automaker. As US. protection levels, and overbooking limits for part of its crisis management process, Toyota As part of the new system, the bonuses of the different category of rooms based on 5 placed ads in print and television media, the sales professionals would be based on years of historic data on demand distribution, involved executives and used social media customer feedback and adherence to and sought to implement the new system in platforms to address its customers. However, company policy rather than the widely used the hotel. However, there were still several some analysts felt that the crisis practice of focusing on individual achievement other issues that remained a cause for communication team of Toyota was weak of sales targets. Industry observers viewed concern. which led to a delay in identifying and 212 Marketing addressing the situation. The case concludes solutions and effective marketing initiatives Case Length ................................ 7 Pages by discussing what the company planned to catering to both consumers and its channel TN Length ..................................... 3 Pages do in the future to contain the impact of the partners. Experts felt that AMD was prepared crisis. Crisis management experts were of to take on Intel aggressively in 2010 and the view that the image of Toyota would beyond, but opined that the company still had The Disgruntled Customer depend on how quickly it can fix the problems a long way to go in order to catch up with and how well it communicates with its Intel, which dominated the market. customers. Abstract Issues This is a role play-based case study. It details Issues Understand the issues and challenges in the predicament of a newly-appointed sales Understand the importance of crisis marketing/branding a component or ingredient professional as he tries to make an important management and various issues and branding. sales call. The customer, after initially challenges related to it. Analyze the consumer marketing initiative of welcoming him, refuses to allow the sales Analyze whether Toyota’s response to the AMD, particularly its Vision Campaign that call. The case study enables the instructor crisis was adequate. sought to simplify the PC buying decision of and the students/trainees to use role play to arrive at a solution Explore the PR and crisis management consumers. strategies that Toyota should adopt to contain Analyze the channel marketing initiatives Issues the impact of the crisis and retain its brand adopted by AMD, particularly its new Fusion Understand the various stages of the sales reputation. Partner Program. process, particularly objection handling. Understand the nature of the semiconductor Understand the importance of objection Reference Numbers industry and the competition in this market. handling and the various techniques/steps ICMR...................................... MKTG 256 Explore further branding strategies that AMD involved in handling an objection. ECCH ...................................... 510-086-1 could adopt to garner more market share and enhance its competitive position. Organization(s) ... Toyota Motor Company Reference Numbers Countries ........................................... Global ICMR...................................... MKTG 253 Reference Numbers Industry .................................... Automotive ECCH ...................................... 510-082-1 ICMR...................................... MKTG 255 Pub/Rev Date ..................................... 2010 Organization(s) ..................................... Null ECCH ...................................... 510-081-1 Case Length ............................... 27 Pages Countries
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