Cooper Pharmaceuticals
Cooper Pharmaceuticals Inc
BMKT 436: Sales and Sales Management
Shaye Murphy
10/12/2013
Executive Summary
Goals
Cooper Pharmaceuticals Inc (CPI) is a major manufacturer for the dental and medical practices in the United States. Their ultimate goal is to remain the largest drug manufacturer and meet the sales quotas. CPI has strong ethical policies that they want to keep that have shaped the companies’ reputation. In hiring Bob Marsh, they were meeting their goals and retaining great customer relationships. After 12 years of service, Bob Marsh was struggling to adapt to the short-term district managers whom each wanted something different from him. To accomplish these goals CPI needs to focus on creating a lasting relationship with the consumers as Bob Marsh did. If they do so, sales quotas will be met and they will remain one of the largest prescription drug manufacturers. They also need to abide by their policies by writing down what is expected and create more training programs for the district managers.
Impediments
It is possible that CPI will remain on the downward track that it is on and reshape its reputation. If CPI remains the same, they may have to face the consequences of not meeting sales quotas because their relationship with the customer is more about the product being promoted then the customer’s need. By doing so, they are damaging their reputation of being an ethical company and their policies will become non-existent.
Solutions
CPI will develop a lasting relationship with the consumers by selling prescription drugs that meet their needs. They will also benefit from having Bob Marsh as a sales representative in the Toledo, Ohio location. They will keep their reputation of an ethical company by putting their policies on paper and creating more training for district managers that are new or being transferred. All employees need to be on the same page to be able to work as an effective team.
BMKT 436: Sales and Sales Management
Shaye Murphy
10/12/2013
Executive Summary
Goals
Cooper Pharmaceuticals Inc (CPI) is a major manufacturer for the dental and medical practices in the United States. Their ultimate goal is to remain the largest drug manufacturer and meet the sales quotas. CPI has strong ethical policies that they want to keep that have shaped the companies’ reputation. In hiring Bob Marsh, they were meeting their goals and retaining great customer relationships. After 12 years of service, Bob Marsh was struggling to adapt to the short-term district managers whom each wanted something different from him. To accomplish these goals CPI needs to focus on creating a lasting relationship with the consumers as Bob Marsh did. If they do so, sales quotas will be met and they will remain one of the largest prescription drug manufacturers. They also need to abide by their policies by writing down what is expected and create more training programs for the district managers.
Impediments
It is possible that CPI will remain on the downward track that it is on and reshape its reputation. If CPI remains the same, they may have to face the consequences of not meeting sales quotas because their relationship with the customer is more about the product being promoted then the customer’s need. By doing so, they are damaging their reputation of being an ethical company and their policies will become non-existent.
Solutions
CPI will develop a lasting relationship with the consumers by selling prescription drugs that meet their needs. They will also benefit from having Bob Marsh as a sales representative in the Toledo, Ohio location. They will keep their reputation of an ethical company by putting their policies on paper and creating more training for district managers that are new or being transferred. All employees need to be on the same page to be able to work as an effective team.