WICS - Case analysis

Sneh Khathuria
 Problems and issues faced by Griffith

Slow down in growth

Business growing slower than the overall market
Low cash flow as expected by Wentworth International
Job analysis and dissatisfaction among TM, AM & SSD

Areas that needs improvement

Total market coverage by SSDs is only 42%
Only 40% of the served market is willing to pay the premium price of WICS, and it
caters to only 75% of the premium & average product range
Implies that only 30% (40*75) of the premium & average product market is being
served
Implies that only 12% (30*42) of the total market is being served by WICS

[1] https://www.freedoniagroup.com/Industrial-Institutional-ii-Cleaning-
Chemicals.html
Relate the issues to roles of AM, TM &
SSD
Increasing sales
Increasing market Resolve the issues
volume from existing
coverage faced by SSD
accounts
TM & AM AM
AM & SSD

To satisfy 60% (rest of

Product line the) of the served
extension- WICS market for pricing
Alternatives available to Griffith
Focus on increasing SSDs in all territories
Mike Toner Not increase AMs load by seeking new account

Motivating AM to add new accounts (Bonus)

Calla Hart Remove underperforming SSDs (Quota)

Ryan Perform job analysis & revise JD of AM

Michaels Discover what award AM values

Charlotte Expand product line to 100% in Premium & Average and full line in
economy
Webber Add SSDs at high sales volume area

Reducing the sales cost

Caitlin Smith By reducing price to increase sales volume
 Advantages & Disadvantages of the
alternative available
Proposal Advantages
Toner Increase in sales volume & coverage
immediately
Hart Increase in sales (SSDs quota) &
coverage(AMs bonus)
Michaels Redefining the job of AM will get them more
clarity on how they should spend their time
Webber Will reduce load on present SSD & increase
competitive environment
SSDs can increase the coverage as they will
get full product-line to sell
Smith Will make it easier for AM & SSD to sell
Will satisfy the 60% remaining served market
which was not willing to pay premium price
Disadvantages
Increase the cost ( more ssd will need more AM)
Will add further pressure on SSDs
AM might find this an add-on task and not get
motivated
Ignores the problem faced by SSDs
Exercise will take time & will not lead any short term
results
Requires a initial R&D & product development cost
Require training AMs & SSDs for new product
Might dilute the brand image and can also lead to
cannibalisation
Might dilute the brand image as a premium brand
If volume does not increases then it can lead to
decrease in profit margin
What should WICS do?
Increase the market coverage by increasing the number of SSDs. This will
reduce load on present SSD & increase competitive environment (Toner)
Increase its premium & average product line to 100%, to cater to the rest of
the premium market (Webber)
Redefine the job description of all the roles, such that AM can focus on
approaching new accounts and SSD focuses on retaining the old ones
(Michaels)
Finding out the incentive most appreciated to increase motivation (Hart)
Pushing AM to find out the accounts & products that do not require
demonstration in order to reduce the sales cost & hence the selling cost
(Smith)
Currently role of TM, AM & SSD

TM AM SSD
People Manager (H)
Select, build, lead,
People Manager (H) Customer Manager (H)
manage & motivate
Select, build, lead, SSDs Extension of WICS sals
motivate AMs force
Customer Manager (L) Push & Promote WICS
Direct calls to the client, product
follow through the direct Promote new products
Business Manager (L) sales Enter into new
Coordinating AMs geographical market
activity to headquarter areas
Business Manager (L)
Submitting study to Coordinating with the
regional manager management