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ELECTRICAL PRODUCTCOMPANY-REVISION IN

SALES ORGANISATION

Submitted by:Vivek Mishra (0131PG008)Pranay Bisht (0131PG026)Nitin Soni (0131PG057)Abhinav Mishra (0131PG021)

Ananta Shankara (0131PG049)

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Brief about the case

0 Mr. U.K Gupta, Regional sales manager said there are

difficulties in keeping track on all 31 products from 6

division of the eastern region of electrical product

company.

0 In the revised Customer oriented organization

structure all the 31 products were sold by three

groups of people, those are

0 1stgroup-Industrial customers

0 2ndgroup-Dealers

0 3rdgroup-Govt. customers

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0 Before this there was another organization structure which

was in place because of recommendation from a professorof management institute.

0 In that product based organization structure sales

engineers looked after only 5 to 6 products

0

But one problem was some customers were getting salescalls from 2 or 3 sales engineers and it was result customer

irritation and ultimately which leads to customer

dissatisfaction.

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PROBLEMS IDENTIFIED IN THE

CASE.

0 New organization structure made it difficult for sales

engineers and sales manager to handle 31 products.

0

Repetition of sales call in previous structure.

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Question 1

0Was the decision to make a change in

the organization right ?

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0 For company who has a large numbers of product (31) it

creates a problem to the sales person to handle those

product.

0 In the current structure the sales people are not able

segment the customer according to the product.

0 Increased work load.

0 It creates doubt in customer mind if sales people are not

able to answer technical queries.

0 In this case, to have an important determinant of successful

selling when the products are technical enough then the

adequate technical knowledge is required which wasmissing in sales person.

0 It will affect the companysimage in long run.

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Question 2

0Are there any alternate sales organization

structures available to the company?

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0 As both structure (customer oriented and product

specialization) have same merits so we can have a

structure which has qualities of both the system.

0In that combined structure, first we need to segmentthe 6 division of products as per the product

specialization.

0 and will assign sales people according to single product

category so that they will be able to understand the

product better and ultimately will be able sell it.

Hybrid sales organization

structure.

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General

manager of

sales

Regionalmanager

Area manager

Product

divisions

Sales

engineers

Industrial

customerdealers

Govt.

customers

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Question-3

0 If you were the GM of eastern region to whom UK

GUPTA reported, how would you respond to this

problem?

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0Efficient training could be provided.

0 Job description and KRA should be specified.

0 A meeting could be organized to know the individual

problems.

0 Motivation/incentives0 Ask Mr. Gupta to change the structure if required.

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