COOPER

PHARMACEU
TICALS INC.
Submitted by:

Group 3

Aanchal Agarwal
Aarushi Chowdhary
Anand Bharadwaj Kallakuri
Atul Kumar Sonu
Manish Kumar
Manjunatha S J
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 BACKGROUN
D
• July 1990: Detailer Bob Marsh Has been Fired from CPI
• Concerns: following Home and district directives, promotional literature, Context
management objectives
• Several complaints erupted from Toledo customers
• Sales VP has decided to look into Bobs dismissal

• Drug wholesalers, Drug Stores Collaborators

• Abbott, Lilly, Merck, Upjohn, Schering Competitors

Customers • Hospitals, Physicians, General Public

• Manufacturer of Prescription drugs for Medical and dental professions
• Sales revenue in 1989: USD 1 billion
Company • Sales team: 500 detailers, 35 district managers, 6 zonal heads, Sales VP
• 75% of team had 5+ years with the company, avg salary 40K-80K

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DECISION
PROBLEM

To determine whether Bob Marsh’s dismissal was a management failure

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Alternatives

1 Stick with the decision of dismissal, if decision was not management

failure

Reconsider the decision and hire back, if decision was a

2
management failure

3 Reconsider the decision and Hire on probation, if decision was a

management failure

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EVALUATION Of Management Under John Meredith, Bill Couch and Jim
Rathbun (10 years of service)

From 1978 to 1983, Bob worked under John Meredith and from 1983 to 1986 he worked under Bill Couch

Bob observed to be hard worker, dedicated and good acceptance among colleagues

Had outstanding reception of physicians and drugstores and well received by them

Continuous salary increments: From 1978, $35000 – To 1986, $60,000

Steady increase in sales in his region

Flaws in work performance pointed out effectively – prejudging customers, second guessing management, inadequate planning and
organization
Improvement from pointed out deficiencies were observed

From 1986 to 1988, Bob worked under Rathbon. Excellent performance coupled with great improvement were observed.

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EVALUATION Of Management Under Vince Reed, Antonia Willkens and
Ted Franklin (2 years service)

All three district managers transferred frequently

All three district managers young and considerably less experience

Marsh put on probation by Reed which evaporated showing management’s inconsistency

Marsh’s ratings significantly gone down

Plans to improve his performance were given by the managers without his input

When Bob’s performance was degrading, there was no attempt personally understand problem with one-on-one interaction

Franklin focussed on dismissal of Bob without taking into consideration affect on sales

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