Case Analysis: Arapahoe Pharmaceutical Company
A PAPER SUBMITTED TO
IN PARTIAL FULFILLMENT OF
THE COURSE REQUIREMENT
Professor Ricardo Cruz
Sales, Ma. Shiela N.
Nolasco, Princess Ann R.
March 7, 2013
The case describes the condition at the Arapahoe Pharmaceutical Company and its sales management structure. In the case, the Arapahoe Pharmaceutical Company has encountered important changes in the management structure of the sales division which has concerned the operations of the company. The change was started in order to beat the sales challenges that the company had been facing in relation to the low volume of sales and a retiring sales management. John Ziegler was the one who replaced the management of the sales operations for the Arapahoe Pharmaceutical Company. His selection was made to make use of his expertise and capability in the field, dedicate his talent in the business and also to express new and unique view point into the management of sales at Arapahoe Pharmaceutical Company. Yet, the company faced important problems after John Zeigler was selected. John Ziegler was not able to understand the difference between sales manager and a sales representative. He felt too much excitement about his new position that he did not mind Phil Jackson’s tips on how to be a successful sales manager. A sales manager is the one responsible for the success and failure of an organization. He is the one who does the most critical role in reaching the sales targets and sooner or later creates revenue for the organization. A sales manager must be very clear about his role in the organization; he should be able to know what his role is about at the workplace. While a salesperson must make sure that every customer receives a great service by providing a friendly environment which includes greeting and recognizing customer and maintaining a solid product understanding. So it means that a salesperson and a sales manager are two different positions that John Ziegler failed to understand and John Ziegler’s disorganization within the past year had been the critical downfall. II. Problem Statement:
Overall, the problem was John Ziegler was not able to understand the difference between a sales manager and a sales representative. He felt too much excitement about his new position that he did not mind Phil Jackson’s tips on how to be a successful sales manager. III. Alternative Solutions:
1.) John Ziegler should pay attention to the wise advice from his colleagues. 2.) John Ziegler should simply make a plan on how to be an effective sales manager. 3.) John Ziegler should focus on the problem, not the person.
Advantage of #1:
Good listening skills can lead to greater productivity with fewer mistakes, increased sharing of information that can lead to better outcome. John Ziegler will be able to make use of time effectively because John Ziegler wasted too much time coaching and drilling Larry Palmer when he should have just been spending time with his more productive sales representatives.
Disadvantage of #1:
Poor listening cause a lot of problems like misunderstandings, misconceptions, misinterpretations and misperceptions that will lead to a weak base of relationship between people in the organization.
Advantage of #2:
Planning on how to be an effective sales manager will serve as a guideline in making decision and in acting. In the case of Jared Murphy, John Ziegler will be able to strengthen successes and positive efforts to support desirable behaviours; he can be able to lead by being an example and by representing a professional attitude. If Jared Murphy will feel like he is noticed and that he is important to the organization then there will be a possibility that his performance will improve. And then regarding Marty Nakai,...
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