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- Title
Strategizing for Sales Potential.
- Authors
Bajaj, Chetan
- Abstract
Hibuscus Lid is a leading manufacturer of Vanaspati and Refined oil. The Case focuses on Distribution and Marketing Strategy of Hibuscus, The Management of the company was not satisfied with the performance of its Sales force. The company had an attractive Incentive scheme for its Sales force and Dealers. The case however suggests that well intentioncd Incentive schemes, may not deliver as intended, if the sales force is more interested in conniving and getting benefits of the scheme, rather than working to achieve performance. The case shows how innovative thinking is required to estimate sales potential and drive the entire sales team to achieve the goals. We examine how the roles of sales team were re-defined to focus more on territories which had not been performing well. The learnings from belter performing territories and sales executives, were transferred to help these territories, achieve higher sales. The role of sales team was also redefined, so that sales executives focus more on weaker dealers and territories, while managers ensure that large markets gel the right focus. The focus of ihe company sales team accordingly, shifted from pushing sales to Dealers, to measuring sales performance, improving processes, and creating pull, at the Retail outlets.
- Subjects
VEGETABLE oil industry; MARKETING strategy; ORGANIZATIONAL performance; SALES executives; LABOR incentives
- Publication
IFIMs Focus: The International Journal of Management, 2017, Vol 13, Issue 2, p44
- ISSN
0973-9165
- Publication type
Article