Parkin Laboratories: Sales Force Effectiveness
(6 pages of text)
The profits of a generic-pharmaceutical company, Parkin Laboratories, are dwindling as a result of recent legislation implemented by the Indian government. To compensate for the loss in value, the company needs to increase its sales volumes. The general manager of sales is exploring the idea of investing in a program of sales force effectiveness to increase the efficacy of the sales team.
This case is designed for use in a marketing course in a segment on sales management or in a sales management course in a class on analyzing sales force effectiveness. The case can also be used to introduce the basic concepts of pharmaceutical selling. This case is intended as an opportunity for students to deliberate the importance of sales force effectiveness in the changing market dynamics.
The case has the following key teaching objectives:
- To increase understanding of the various factors affecting sales management.
- To discuss the evolution of pharmaceutical selling.
- To discuss the job of a pharmaceutical medical representative.
- To understand the advantages of programs in sales force effectiveness.
India, Large, 2013
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