The starting point for your case analysis is the Case Scenario, which contains basic information about the situation. The first thing you should do is to read this information and become familiar with it.
The questions below are designed for you to demonstrate an understanding of key practices as they pertain to a typical sales situation.
You should aim to answer each question as thoroughly as possible. For information on how your work will be judged, see the "Assessment Guidelines for Case Analysis", below. Use the criteria listed there as a guide when working on your case analysis.
The case analysis you submit should contain the following:
Introduction to your case analysis.
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The main body of your analysis (i.e. your answers to the questions below).
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Conclusion, in which you describe any factors not presented in the Case Scenario that you believe, could influence the outcome of the meeting.
Case Scenario
You are an experienced salesperson in the sales department of an apparel manufacturing company. Your manager has scheduled a meeting at your facilities in two weeks with an executive group from SmartLook, a clothing retailer. You have been assigned to meet with these important customers.
Information you have at this point includes the fact that SmartLook likes to "buy low", but normally places large orders. However, your company prefers to "sell high." Also, your company might not be able to deliver huge orders unless it invests in new facilities.
The team SmartLook is sending includes three people: the vice president of marketing, the purchasing manager, and a designer. They are interested in developing a collection for next season and determining a price with you. They also want to place a trial order at the price that would be the same as for a large (bulk) order. They will ask for delivery of the trial order to be made two weeks after you meet with them and agree on terms. Two problems with this request are: (a) the trial order is well below the minimum quantity your company is willing to accept and (b) your company normally needs one month to fill a new order.
In preparing for the upcoming meeting, answer the following questions:
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How can you use adaptive selling to deal with the issues in this situation?
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What will you need to do to create a value-added presentation to the SmartLook group?
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How can other departments in your company help you build a long-term partnership with SmartLook?
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What aspects of opportunity management can you, the salesperson, use in coping with these significant customers?
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What principles of negotiation may play a key role in the meeting with the SmartLook executives? Explain how.
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What common types of buyer concerns do the following possible statements indicate?
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We are concerned that you will not be able to meet our quality requirements;
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Your price is too high;
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Either take this trial or we will look for another manufacturer.
Provide positive approaches you might use to resolve these concerns.
Assessment Guidelines for Final Project: Case Analysis
Your case analysis will be judged according to the following criteria. Keep these points in mind when developing your case analysis and use them as a guide for your work.
Excellent to Exemplary
Your analysis is thorough and reflects critical thinking. It exceeds the parameters of the questions by showing subtle insights into significant points in the case. Your analysis strongly links course concepts to factors in the case. Thoughts are expressed clearly and logically, with few if any, errors in grammar and writing mechanics. Responses to the case questions venture beyond the case description to identify relevant current information that pertains to selling. References for these additional points are reputable sources and properly cited.