5C

Analysis
Company Collaborators Customers Competitors Context
• Manufacturer of fitness • Retailers • Retail- 63% of StepSmart US • The industry was highly • Presence in multiple
Equipment • Big box retailers sale & 27% market share in fragmented with no geographies increases
• 18% of industry sale • Sporting retail chains segment. Big-Boz retailers, established market their instability
• 540 Employee • Online retailers Sporting equipment retail leader • Jobs were scarce and an
• Products – Cardio, chain, online retailers. • Threat from local average unemployment
strength, Technology, • Private and Institutional- players lasted for 37 weeks.
small exercise 7.7% of StepSmart US sales • Use of technology
equipment. & 10% market share in among users were
• New CEO assigned in segment. Private clubs, growing such as use of
2011 and terminated Universities, training screens or wireless
many employees. facilities, residential Property audio consoles while
manager working out.
• Commercial Product – 29.3%
of market share & 17%
market share in segment. Fee
based health clubs
Problem Statement
Underperformance – As per marketing research data New England district’s sales team able to
generate only 68.6% of given BPI. By the 2013, Cooper need to meet the 100% BPI target to avoid
termination.
As Region sale increased by 12% and 11% in 2010 and 2011 respectively where district sale only
grew by 7% and 5%.

Alternatives
•Terminate some People.
•Train employees.
•Hire new Sales persons.
•Probation period for underperforming salesperson.
•Reshuffle the sales area among sales people.
Evaluation of Options
BPI of each sales Person – Based on BPI and account percentage we can put Avery
and Concetta on probation. (Low performance)
Evaluation of Options
Terminate some People.
Train employees.
Hire new Sales persons.
Probation period for underperforming
salesperson.
Pros
We can come up with a new sales
strategy for areas having less sales.
Dissatisfied customers can be taken
care.
In long run increase efficiency and
productivity.
Experience salesperson might
increase sale.
Peer learning from new experienced
and working salesperson to the
existing persons will increase
Motivate and Get another chance to
improve sales.
Cons
Low morale of team.
Retraining cost.
The customer connect between the
old sales person and the customers
will be gone
It may take some time for them to
apply and get results out of it.
Training cost.
Take time to learn about product and
customer.
Probation period could provide
desired result or even might back fire.
Recommendations
We can train and align the salespersons to rectify the issues and spear them towards.
Hire new people to cover the large territory of Avery and Concetta.