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    Jess Werterly Case Study

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    PravendraSingh
    Jess Westerly proposed changing the sales force's focus from small to large companies to increase revenue. The board must decide whether to approve this plan or stick with targeting small companies. While large companies could generate more revenue, exclusively focusing on them may hurt employee morale and the company's culture of serving smaller clients. A compromise is recommended to keep the small company focus but also target some large companies, allowing potential revenue growth while maintaining the original strategy.

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    Jess Werterly Case Study

    Uploaded by

    PravendraSingh
    422 views3 pages
    Jess Westerly proposed changing the sales force's focus from small to large companies to increase revenue. The board must decide whether to approve this plan or stick with targeting small companies. While large companies could generate more revenue, exclusively focusing on them may hurt employee morale and the company's culture of serving smaller clients. A compromise is recommended to keep the small company focus but also target some large companies, allowing potential revenue growth while maintaining the original strategy.

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    jess werterly case study from organizational development and change

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    jess werterly Case study

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    Jess Westerly proposed changing the sales force's focus from small to large companies to increase revenue. The board must decide whether to approve this plan or stick with targeting small companies. While large companies could generate more revenue, exclusively focusing on them may hurt employee morale and the company's culture of serving smaller clients. A compromise is recommended to keep the small company focus but also target some large companies, allowing potential revenue growth while maintaining the original strategy.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    422 views3 pages

    Jess Werterly Case Study

    Uploaded by

    PravendraSingh
    Jess Westerly proposed changing the sales force's focus from small to large companies to increase revenue. The board must decide whether to approve this plan or stick with targeting small companies. While large companies could generate more revenue, exclusively focusing on them may hurt employee morale and the company's culture of serving smaller clients. A compromise is recommended to keep the small company focus but also target some large companies, allowing potential revenue growth while maintaining the original strategy.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    At a glance
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    The board of Kauflauf GmbH is considering whether to stick to their original strategy of targeting small and mid-sized companies or approve Jess Westerly's proposal to shift their sales focus to larger companies. Three alternatives are discussed: only targeting large companies, maintaining the small company focus, or a combination approach.

    Jess Westerly proposes shifting the sales focus to larger companies to increase revenue. The alternatives being considered are: 1) only target large companies, 2) maintain the small company focus, or 3) keep the small company focus but also target some large companies.

    Potential pros of only targeting large companies include optimizing revenue, company growth, and gaining large company resources. Potential cons include more competition, losing the small-company culture and focus, and moving out of the underserved lower market.

    Executive Summary

    Jess Westerly wanted to implement a new plan that would change the sales force
    of their business from small companies to larger companies. This model was
    designed to increase their revenue. The board of this company must decide if
    they are going stick with there original strategy or approve Westerly's new plan.
    We suggest keeping a small company focus but apply it to the addition of some
    large companies to help gain revenue, yet maintain the culture of the company.
    External Analysis
    PoliticalRegulation level within this industry is not very high
    EconomicalSplit global sales into three geographical regions: Europe/Middle East/Africa,
    Americas, and Asia-Pacific.
    SocialThe decision of who they market too. Large vs. Small Companies.
    LegalThey understood legal implications
    TechnologicalMaking sure they had the best possible products to offer towards their clients.

    Internal Analysis
    Shared ValuesSolution orientated and relationship driven.
    StructureRegional Sales Director (RSD) has a lot of authority but acts as a mentor.
    SystemsSales were split into three geographical regions.
    StyleSmall company friendliness and deep pride in superior software engineering
    StaffIntensive Employee training
    SkillsBackground in computer technology.
    StrategyCurrent strategy was to target small/mid-size firms.
    Task
    DecisionJess Westerly wants to increase the revenue of Kauflauf GmbH by moving their
    sales forces focus from smaller companies to larger.

    Alternatives
    1. Rule out working with small companies and strictly focus on business with
    large scale companies (Her proposition)
    Alternatives Continued

    2. Stick to small companies as main marketing focus (Disregard her proposition)


    Alternatives Continued
    Jess Westerly Case
    Haley Menzies, Ryan Johnson, Frankie Vergos, Kevin Cross
    Recommendations
    Problems:
    More competition among other large companies
    Hurts employee moral
    Loses small-company friendliness and culture
    Moves focus out of the underserved lower-market
    Lose uniqueness among competitors
    High risk
    Opportunities:
    Optimizes revenue
    Company Growth
    Gains large company resources
    Networking
    High reward
    Large companies create the most revenue for Kauflauf which is important for
    their business.
    Kauflauf can displace major competitors by reaching out to large companies.
    Customer training and support services would benefit from the large customer
    business.
    This strategy goes against the culture of the company.
    These companies can grow into larger clients by adding branches
    Example from the reading; adding different branches: asia, global, etc.
    It is easier to reach the decision makers in the company (client)
    Workers at Kauflauf are happier working with smaller companies according to the
    reading.
    3. Keep small company focus but apply it to the addition of some large
    companies. (Combination)
    Satisfaction from sales force will still be mostly there which is important from a
    company happiness standpoint.
    The addition of larger companies will increase revenue slowly - the overall goal of
    the change.
    Small scale companies have the opportunity to transform into larger customers
    which keeps the intimate relationship goal yet brings the big revenue desires.
    It will allow for a potential increase in revenue.
    Expand their market
    By them keeping their smaller companies in additional to growing, it will help
    them stay true to their original strategic plan and goals
    Option 3: Combination

    Allows for a potential increase in revenue


    Expand their market
    By them keeping in their smaller companies in addition to growing, it will
    help them to stay true to their original strategic plan and goals.

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