Waters Chromatography

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Marketing II – Group Assignment

Waters Chromatography Division: US field Sales

Submitted by: Group 5,Section D

ArkayanBagchi (2010PGP063)

Harveer Singh (2010PGP449)

Kaushlendra Singh (2010PGP150)

Krishna Kishore Burugula (2010PGP163)

Loveneesh Solanki (2010PGP170)

RohanWagh (2010PGP311)

Sameer Morey (2010PGP325)


The cases does not give any specific issues to be solved by any specific individual,the detail description of Ray Burnett’s day on job is to apprise the readers of the kind of issues involved in selling the HPLC instruments and related products. It also highlights the concerns of salesman about the targets, how to achieve them and performance linked bonuses and incentives. It is an organization wide issue and the head of worldwide business operations needs to come up with the organization structure and policies to address the issues. The Vice president of worldwide business operations, Chane Graziano is responsible for the field operation worldwide and hence he is the protagonist of the case.

Situation analysis

Company and the competition

Waters chromatography is a worldwide leader in providing high performance liquid chromatography instruments and chemicals. It introduced the concept in the market and made the idea commercial. It delivered high performance system backed by strong technical sales and support force. It enjoyed the first mover advantage for the next ten years since its inception but with the entry of new players the competition increased and it was sold off to Millipore Corporation, where it acted as independent division under the company. The newly entered competitors were also premium vendors and some of them were the arms of big corporations such as IBM, HP.The increasing presence of small, low-cost manufacturers is also a cause of concern. The worldwide market for HPLC is estimated at $350 million and...
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