Case Assignment Questions to prepare & upload on campus 360

Case 3 : Cottle Taylor

1. What factors determine demand for toothbrushes? How can demand be increased?
2. How is Cottle doing in India? Has it enjoyed a first mover advantage?
3. How can Cottle Accelerate development of the toothbrush market in India?
a. What are Cottles target market segments?
b. Which segment makes best sense to reach?
c. Should the promotion of battery operated brushes be increased? Why or why not?
4. What should Patel target for different segments?
5. Forecast unit and $ sales for 2010. Prepare a sales budget. Accommodate what Lang
desires.
6. If the product mix has to look like Thailands, What would the revenue and profitability look
like for 2010?
7. Find exhibit 1 to 10 in Excel. Analyze the sales forecast made by Patel for 2010.
(a) Make contribution calculations under three scenarios.
Patels 20% unit increase ( Low End: Complete/ Sensitooth Fresh Gum (20%),
Surround/Kidsie (8%), Mid range (25%), Battery-Operated (10%)
(b) Both Patels and Langs forecasts assume a 20% increase in selling price.
(c) Langs 29% unit increase assume the following unit growth rates by category: Low-end
(16%), Mid-range (120%), Battery-Operated (25%).

CASE 4: EFL

1. Should EFL roll out the new bettering the best program? What changes would you
recommend to the current plan?
2. Define the role (the sales tasks he needs to undertake) of the EuroChamp.
3. What are the qualities of a good EuroChamp? Compare and contrast with examples of
other sales people.
4. Explain the reasons for the sales process failure that Goklaney observed in the field.
5. Do you agree with the EFLs approach to compensation? How does the new program change
this approach?
 6. Assess the recruitment, training, supervision, evaluation & compensation aspects of the
sales management practices at EFL.
Case 5

Image International

1. How is Reynold as a sales manager?/Sales leader?

2. Will you like to work with him? Why?
3. What are his great ideas or leadership style that impresses you?
4. Which of his ideas are just fluff?