Battlefield Furniture Group, Inc

9 Pages Posted: 21 Oct 2008

See all articles by Derek Newton

Derek Newton

University of Virginia - Darden School of Business

Robert E. Spekman

University of Virginia - Darden School of Business

Alexandra Ranson

Independent

Multiple version iconThere are 2 versions of this paper

Abstract

This case serves as an introduction to field sales management. A manager must address three sales representatives' ingrained behaviors in order to implement a major shift in marketing strategy. Students should recognize the nature of the "man-in-the-middle" squeeze: the manager caught between the pressure of implementing a new strategy from the top and the resistance to change from the bottom.

Excerpt

UVA-M-0431

BATTLEFIELD FURNITURE GROUP, INC.

In January 2001, six months after joining the Battlefield Furniture Group, Inc., a furniture manufacturer headquartered in Charlottesville, Virginia, Mark Rhoads, the national sales manager, was wondering what action to take regarding three problem salespeople. The first was Frank O'Brien, who was poorly servicing an oversized territory; the second was James Schmidt, a management trainee who was beginning to look like a hiring mistake; and the third was Paul Irons, who had failed to submit adequate reports of his activities for the last six months.

The Furniture Industry

Characteristic of the furniture industry was a wide dispersion of manufacturing capability: a large number of regional producers concentrated their production efforts on a limited number of styles, and their sales efforts on limited geographical areas. In this relatively low-capital-intensive industry, the largest 10 firms had an approximate market share of 37% from a total sales volume estimated at $ 25.6 billion. Battlefield, with a 2000 sales volume in excess of $ 160 million, was among the 20 largest firms.

Total advertising expenditures by manufacturers were estimated to be less than 2% of sales. According to a survey by a prominent market research firm, fewer than 44% of the married couples interviewed could name one furniture manufacturer.

. . .

Keywords: sales force management, sales management

Suggested Citation

Newton, Derek and Spekman, Robert E. and Ranson, Alexandra, Battlefield Furniture Group, Inc. Darden Case No. UVA-M-0431, Available at SSRN: https://ssrn.com/abstract=1279999

Derek Newton (Contact Author)

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Robert E. Spekman

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4860 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/spekman.htm

Alexandra Ranson

Independent

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
68
Abstract Views
643
rank
170,490
PlumX Metrics