May 16, 2019

WRITTEN ANALYSIS OF CASE

ASTAN-BLAIR, INC
PROBLEMS
Problem No 1:

Aston Blair had suffered significant losses in the first quarter of 2004 and expected even greater
losses in the second quarter.

Problem No 2:

Children’s books sales had remained steady but a little growth for a number of years.

Problem No 3:

The company’s present difficulties were precipitated by recent losses in almost every product
line.

Problem No 4:

In initial meeting of task force, the meeting had a slow and awkward with the Emile Bodin.

Problem No 5:

The company introduced completely new titles and they relied less on sequel to past hits. The
increasing emphasizes on new titles has further complicated forecasting efforts.

Problem No 6:

Dr. Cornelius who was the boss of Meir was not interested to solve the problem of sales
forecasting.

Problem No 7:

Bacon skimmed six pages summary on the first page and he found in it that regional sales
managers were consistently over estimating their sales forecasting.

Problem No 8:

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WRITTEN ANALYSIS OF CASE
On 4th august, during the meetings several discussions become quite heated, with most of the
questions being addressed to Holt.

Problem No 9:

Doctor Cornelius that he needed the information for the meeting that he had scheduled with Jed
Burns, but Bacon refused to give him information.

REASONS
Reason No 1:

According to Aston, the poor forecasting was one of several underlying factors contributing to
firm’s poor performance.

Reason No 2:

The company’s premier author had entered into retirement after over 100 successful titles and
there was no replacement for lost revenues from his series.

Reason No 3:

The sales were fluctuating after the boom of 1990; sales of language educational series fell first
time in the history. The software market was quite competitive- the company did not produce the
blockbuster products in years.

Reason No 4:

The main reason was that three product managers were not coordinating and they almost said
nothing.

Reason No 5:

They did it for two reasons, the combination of falling demand and they made overly optimistic
forecasts too.

Reason No 6:

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WRITTEN ANALYSIS OF CASE
He was disturbed that he was not asked by the Aston (Chief executive officer) to look at
forecasting problem or by Trot and Casey to solve the problem.

Reason No 7:

The managers were consistently over estimating their sales forecasting in order to insure that
they have adequate and rapid inventory.

Reason No 8:

Their bosses cut off Several times the product managers in attempt to answer the questions or
clarify points. That is why one of the marketing managers said to Mr. Holt “I am amazed that
this kind of nonsense could come from you. I would expect it from Bacon or Reiss or Meir, but
from you?”

Reason No 9:

Mr. Bacon refused to give that information to Dr. Cornelius because he wants to keep this
information secret.

RECOMMENDATIONS
Recommendation No 1:

o The company should mainly focus on forecasting the sales of a company to maintain the
balance between supply and demand.
o They should arrange a market survey in order to know the needs and preferences of
children.

Recommendation No 2:

o The higher management should hire a senior author from some other company. To take
him in this company they should offer him ambitious salary package.
o Before the five years of his retirement, company should hire two or three assistants in
order to find a substitute for him.

Recommendation No 3:

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WRITTEN ANALYSIS OF CASE
o In order to maintain the sales of language educational series, they should send the
samples of this series in schools and in other educational institution.
o In order to convince people, they should arrange seminars.

Recommendation No 4:

o Casey and Trot should ask the reason of not talking in the meeting.
o If these managers have some problem then they should discuss it with their bosses.

Recommendation No 5:

o They should not introduce the new titles and they try to maintain the sales of their
previous titles.
o If it was necessary to introduce new titles, then they introduce just one new title and main
concern should be on previous ones.

Recommendation No 6:

o As it was the problem of company, so Dr. Cornelius should take full interest to solve the
problem of sales forecasting.
o If Dr. Cornelius considered it necessary that this task must assigned by Aston and other
two vice presidents then he should talk with them.

Recommendation No 7:

o First, they should warn such regional sales managers that were over estimating the sales
forecasting.
o If they continue such activities, then company should fire them. They should hire new
honesty, and hardworking regional sales managers who work on facts.

Recommendation No 8:

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o Mr. Holt should provide the opportunity to product managers to answer their questions
and clarify their points.
o As Robert Holt was senior person of a company, so he should set example for his
colleagues and juniors.

Recommendation No 9:

o Because it was the company’s issue, so Mr. Bacon should give the required information
to Dr. Cornelius.