ELECTRICAL PRODUCT

COMPANY-REVISION IN
SALES ORGANISATION
Submitted by:
Vivek Mishra (0131PG008)
Pranay Bisht (0131PG026)
Nitin Soni (0131PG057)
Abhinav Mishra (0131PG021)
Ananta Shankara (0131PG049)

Brief about the case

0 Mr. U.K Gupta, Regional sales manager said there are

difficulties in keeping track on all 31 products from 6

division of the eastern region of electrical product
company.
0 In the revised Customer oriented organization
structure all the 31 products were sold by three
groups of people, those are
0 1st group-Industrial customers
0 2nd group-Dealers

0 3rd group-Govt. customers

0 Before this there was another organization structure which

was in place because of recommendation from a professor

of management institute.
0 In that product based organization structure sales
engineers looked after only 5 to 6 products
0 But one problem was some customers were getting sales
calls from 2 or 3 sales engineers and it was result customer
irritation and ultimately which leads to customer
dissatisfaction.

PROBLEMS IDENTIFIED IN THE

CASE.
0 New organization structure made it difficult for sales

engineers and sales manager to handle 31 products.

0 Repetition of sales call in previous structure.

Question 1
0 Was the decision to make a change in

the organization right ?

0 For company who has a large numbers of product (31) it

creates a problem to the sales person to handle those

product.
0 In the current structure the sales people are not able
segment the customer according to the product.
0 Increased work load.
0 It creates doubt in customer mind if sales people are not
able to answer technical queries.
0 In this case, to have an important determinant of successful
selling when the products are technical enough then the
adequate technical knowledge is required which was
missing in sales person.
0 It will affect the companys image in long run.

Question 2
0 Are there any alternate sales organization

structures available to the company?

Hybrid sales organization

structure.
0 As both structure (customer oriented and product

specialization) have same merits so we can have a

structure which has qualities of both the system.
0 In that combined structure, first we need to segment
the 6 division of products as per the product
specialization.
0 and will assign sales people according to single product
category so that they will be able to understand the
product better and ultimately will be able sell it.

General
manager of
sales
Regional
manager
Area manager
Product
divisions
Sales
engineers

Industrial
customer

dealers

Govt.
customers

Question-3
0 If you were the GM of eastern region to whom UK

GUPTA reported, how would you respond to this

problem?

0 Efficient training could be provided.

0 Job description and KRA should be specified.
0 A meeting could be organized to know the individual

problems.
0 Motivation/incentives
0 Ask Mr. Gupta to change the structure if required.