CASE STUDY : COLORADO SKI COMPANY

MODULE : 1 ( BASICS OF HRM)

PROFESSOR : Prof Dr Amith Dhiman
SESSION : 19TH May 2017
Course : IIMC EPHRM-08

Team Contributors:
Ms. Manika Ganguly
Ms. Priya Menon
Mr. Mahesh Dadlani
Mr. Gora Roy

Center Details:
Hughes Education, Vashi, Navi Mumbai
Statistical Data of the Case Study
Joe Jackson Gus Dean Paula Burns
Category/
Parameters Sporting Good Ski Sporting Sporting
Total Ski Shops Total Ski Shops Total
Stores Shops Good Stores Good Stores
Total Sales 760000 440000 1200000 480000 200000 680000 260000 260000 520000
Total Calls Made 700 900 1100
Total Orders
150 350 500 450 150 600 400 450 850
taken
Days worked 220 240 230

Expenses 48000 40000 36000

Miles travelled 60000 45000 35000

Total Market
200000
potential 4000000 6000000 1200000 2400000 3600000 1200000 1200000 2400000
0
(millions)

Average Order 5087 1257 2400 1067 1333 1133 650 578 612
Batting Average (
Tot Orders/Tot 0.5 0.875 0.714 0.9 0.375 0.666 0.8 0.75 0.773
Sales)
Calls Per day 3.18 3.75 4.8

Miles per call 86 50 32

Expense per
4 5.9 6.9
sales $
cost per call excl
68.57 44.44 32.72
commission
Cost per order,
96 66.67 42.23
excl commission
Total percent of
19 22 20 20 17.5 19 19.1 25 21.7
market
Statistical Analysis of the Data

Joe Jackson Gus Dean Paula Burns

Category/Param Sporting Sporting Sporting
eters Ski
Good Total Good Ski Shops Total Good Ski Shops Total
Shops
Stores Stores Stores

Additional
Analytics:

Sales $ Per Mile 20 15.11 14.86

Sales $ per call 1,714.29 755.56 472.73

Sales $ per
2,400.00 1,133.33 611.76
order

Sales $ per
5,454.55 2,833.33 2,260.87
working day
Q: Which of the three sales person did the best job ?

Ans: According to the data provided in the case study and

additional derivation of analytics from the information indicates
that Joe Jackson performed better in comparison to others in the
team. The major parameters considered for this conclusion are
Sales $ achieved, efforts taken by each sales person, the expenses
incurred, market potential , conversion ratio and market share
achieved;

The rationale for this decision or conclusion are :

1. The total sales and The average sales ($) per order achieved by
Joe is higher than other two, ( Joe : 2400)

2. Joe has been able to tap higher Sales ($) per call , approximately
3 times more than Gus and Paula which implies he has been able to
set the right pitch with the customers/clients and also exhibits high
negotiation skills.

3. Sales ($) per working day in Joes case is also significantly higher
than others., relatively double.

4. With the least no:of orders, Joe has been able to get maximum
Q: Which particular point should be discussed with each person to
improve performance ?

Joe Jackson :
1. To target the untapped market , as it is a huge city
circa
2. Focus on increasing the orders
3. To focus on optimal expenses , possibility to cut
down
Gus
4. ToDean:
make more calls/connects with customers or
1. prospect
To focus clients
on increase in sales and orders by tapping the
relevant clients in the region.

Paula Burns:
1. To focus on better conversion ratio with respect to
no:of calls made, which means he has to zero in the
target audience before approaching them.