case study

Topics: Sales, Sales management / Pages: 15 (3529 words) / Published: Nov 14th, 2013
ARIE KUSNER JAFIF
75977
UNIVERSIDAD DE LAS AMÉRICAS
LIC. ADMINISTRACIÓN DE EMPRESAS

PRÁCTICAS DE TALLER

Licenciatura en Administración de Empresas
AD371 Ventas y Logística
Área de Formación: Prácticas Profesionales

PRÁCTICA 2 Caso. The Valley Winnery

LUGAR INVESTIGACIÓN DE CAMPO Y AULA

DURACIÓN: 9 HORAS (3hrs. En salón de clase)

OBJETIVO Que los participantes comprendan y apliquen soluciones a problemas reales del área de ventas a través de la solución de un caso.

INTRODUCCIÓN El caso estará en inglés, se trata de la presentación de una serie de problemas en un caso real que parecen no estar conectados entre sí, sin embargo el participante tiene que encontrar por una parte cuáles son las preguntas y presentar sus propuestas de solución en base a los conocimientos adquiridos en el curso.

CASE The Valley Winery*
Pat Waller, recently hired as sales manager of the San Francisco region's chain division, was lamenting the problems he inherited. Despite favorable sales results for the San Francisco region, turnover was so severe Waller could not understand how sales increased dur¬ing the past several years. He was surprised to learn the average sales rep had been with the San Francisco division of Valley Winery for only seven months and sales force turnover neared 100 percent a year. In fact, only one sales rep had more than two years' experi¬ence. Waller had heard that high turnover was a prob¬lem nationwide but did not expect such high figures for San Francisco.
Waller supervises two area managers, who in turn direct nine district managers. District managers super¬vise five to six sales reps, of which there are 50 in the San Francisco division. Approximately 50 new sales reps are hired each year, but the sales force size remains relatively constant. Waller knew the increased competi-tiveness in the market would make it more difficult to continue to obtain future sales increases. The excessive turnover problem would

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