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Expert Answer
General Guidance
The answer provided below has been developed in a clear step by step manner.

Step: 1

1. Referring to the above case, the current approach to sales fails to generate their true revenue potential and thereby hinders their
contribution to the organizational and sales strategy referring to the treatment which is shown in the different clients and accounts.
There is a limited way of interacting and approaching the clients which leads to a limited set of business and revenue generation.
There is mismanagement in terms of the structuring of the organization in terms of staff and client management which lacks a
futuristic vision. The manpower deployed is less which leads to a lack of focus on account handling and a personalized approach.

2. There are certain changes which are required referring to :

1. Manpower deployment
2. Communication flow
3. The strategy of managing key accounts and high revenue generating clients
4. Advertising strategy which can be customized
5. Client retention
6. Consultant for market expansion and penetration of business
7. Proper delegation of roles and responsibility and accountability should be set between the departments
8. There should be a balanced scorecard that can bring clarity to the goal sheet for the sales, marketing, and operations teams

3. Certainly integrated marketing communications both in terms of sales/marketing might be adapted to enable positive experience
referring to the impact of penetration and connect in terms of networking and building awareness through different touchpoints for the
various stakeholders building business development and brand identity. Integrated marketing will surely change the perspective of
customer handling as well as retaining the business while ensuring customer satisfaction.

4. Due to limited focus on purchasing and stock management, purchasing will be an issue as that will be additional responsibility that
requires management of vendors while identifying the prospects and complying with quality standards. There is a scarcity of staff that
needs to be fulfilled in the accounts and purchase section to build a team that can manage procurement and purchasing. Looking at
the current structure it will be an additional burden which will lead to a compromising situation for the sales manager to give
responsibility to the telesales operator or the consultant to manage purchases. Value to the clients can only be delivered when there is
seriousness and the right approach wherein expectations can be met while understanding the market requirements.

Explanation:

Explanation
1. There is a lack of adequate staff and a traditional style of managing the clients which can create confusion in terms of managing key
accounts. The above case lacks a technical way of managing clients and business expansion
2. There should be proper staff and integrated marketing communication which can build awareness for the company and fulfilling the
customers' expectations
3. Integrated marketing will definitely push to build a positive image enabling customized performance referring to different
stakeholders' expectations
4. To build value it is important to have enough resources which can help in managing the clients and managing purchases efficiently
without compromising the quality standards and managing the costs.

Answer:
Refer to the above scenario which demonstrates an orthodox and traditional way of approaching clients and managing business with a
limited set of staff leading to additional work pressure which will lead to ignoring the important course of business and retaining
clients. There should be an organized way while pushing the business through fulfilling the key positions in the organization to fostering
business growth and managing the clients. There will be the impact of integrated marketing communication for spreading a positive
message among the clients and stakeholders which can ultimately build market image and set a unique positioning strategy among the
target segment.