Westridge Cabinets: The Account Management Decision
(8 pages of text)
In November 2015, Westridge Cabinets (Westridge) was facing a sales decline of approximately 35 per cent. Westridge manufactured and sold kitchen cabinets for the new home market, the home renovation market, and both the low-rise and high-rise multi-unit markets. The company was based in Alberta, Canada, which had been hit hard by a 75 per cent drop in world oil prices in the last year. Westridge was re-evaluating its sales strategy and considering three alternative structures for the account management team: leave the existing system in place, but with a renewed focus on growth; off-load some of the order-management and customer-care responsibilities of the account managers to allow them to focus more attention on winning new contracts; or add new account managers to generate new business, and allow the existing team to focus on existing customers. The situation was urgent.
This case is suitable for courses in organizational buying behaviour and account management at the graduate and undergraduate levels. After completion of this case, students will be able to do the following:
- Discuss organizational buying behaviour strategies
- Evaluate the relationship between organizational buying behaviour and a company’s sales strategy
- Discuss the merits of alternative account management models.
- Assess the impact of sales force behaviour on a company’s sales strategy
Canada, Medium, 2015
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