Case Analysis – STRATEGIC MARKETING MANAGEMENT
Read the article, do (i.e., description of the problem, alternatives, key features, solution).
1. do a clearly state what problem you believe the firm is facing.
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3. Then you should list all the key features which you have found or developed which you feel will be helpful in coming to a decision, this is the single most important area for the case notes.
4. Finally, be sure to make a selection. As with the problem statement this would best be done in a few sentences and it should refer back to which pieces of information you found particularly compelling for making that particular choice.
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Here are some questions to think about in relation to this case.
- What are the average sales per dealer in the market area for Gibraltar?
- How are those sales distributed across the different brands a dealer sells?
- What are the average sales per dealer for Gibraltar (exclusive vs. non-exclusive)?
- How effective is the sales force? Essentially how much time are they spending actively selling to these dealers as a sales call given that they have to travel and the dealers can be spread out across a territory? What is the cost for these sales reps for each type of dealer network?
