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Trinity Finance’s Sales Organization and Sales Approach (E): Building the Market Base

CASELET, SALES AND DISTRIBUTION MANAGEMENT
ET Cases, 4 Pages

Case Preview

Trinity Finance’s Sales Organization and Sales Approach (E): Building the Market Base

 

Based on the observations of a team headed by Gautam Narang (Gautam) of Photon Consulting (Photon), the external consultant, on May 16th 2016, it was clear that a radical overhaul of the way in which the organization functioned was required. Trinity Finance Ltd.’s (Trinity) Leadership Team (LT) meeting was convened on May 29th 2016 to decide on the future course of action. During the discussion, the LT members noted one of the key observations made by Gautam was regarding the lack of proper understanding of the changing conditions in the market. The company relied upon a captive customer base at a time when there were not many competitors in the market. Gautam suggested that the company should build a market base that could not be penetrated by the competitors easily............

Teaching Note Preview

Trinity Finance’s Sales Organization and Sales Approach (E): Building the Market Base

 

This caselet deals with the issues faced by Trinity Finance Ltd. (Trinity) in protecting its existing market share and building a market base, which is sustainable. After the external consultant, Gautam Narang (Gautam) pointed out that there was a lack of proper understanding regarding the market the top management realized that the company did not have a unique strategy to gain a lead over its competitors. In order to develop a unique strategy, the management decided to build an effective Market Information System (MIS) to provide the required data to the Marketing and Sales teams. The management also decided to develop a suitable Decision Support System (DSS) which could compile data from wider range of sources and aid the company’s middle and top management. The top management decided to build a Customer Relationship Management (CRM) strategy for the firm in order to build and deepen the relationship with its customers. The company’s management also understood that the products offered by the company were outdated when compared with the competitors and there was a need to build innovative products ot effectively compete in the market.

Prerequisite Conceptual Understanding/Before the Classroom Discussion

The students/participants should read the following to have more insightful discussion:

  • • “The Science of Winning in Financial Services: Competing on Analytics Opportunities to Unlock the Power of Data”, Ernest and Young, 2015

 

Case Positioning and Setting

This caselet is aimed at students pursuing MBA for teaching Sales Management/Marketing Management courses. It could also be used in Corporate Training Programs organized by companies in the financial services sector.

  • • Sales Management/Marketing Management – To understand the importance of building a proper Market Intelligence System (MIS) and framing an appropriate Customer Relationship Management (CRM) strategy to build a good market base for the organization

 

Preamble to the Caselet Analysis

The purpose of this caselet is to understand the importance of building a market base to build a sustainable competitive advantage. The discussion was carried with reference to Trinity, wherein the importance of building a proper Market Intelligence System (MIS) and Decision Support System (DSS) were debated. The importance of building an appropriate Customer Relationship Management (CRM) strategy to build a good market base for the organization was also discussed. The classroom discussion was accordingly orchestrated [Exhibit (TN)-I].......................

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Abstract

This caselet, fifth in the ‘Trinity Finance’s Sales Organization and Sales Approach’ series, deals with the issues faced by Trinity Finance Ltd. (Trinity) in protecting its existing market share and building a market base, which is sustainable. After the external consultant, Gautam Narang (Gautam) pointed out that there was a lack market understanding, the top management realized that the company did not have a unique strategy to gain a lead over its competitors. In order to develop a unique strategy, the management decided to build an effective Market Information System (MIS) to provide the required data to the marketing and sales teams. The management also decided to develop a suitable Decision Support System (DSS), which could compile data from wider range of sources and aid the company’s middle and top management. The top management decided to build a Customer Relationship Management (CRM) strategy of the firm in order to build and deepen the relationship with its customers. The company’s management also understood that the products offered by the company were outdated when compared with the competitors and there was a need to build innovative products that can effectively compete in the market.



Pedagogical Objectives

  • To understand the importance of having an appropriate MIS and DSS for building the market base of an organization
  • To analyze the importance of CRM in deepening relationship with the customers and cocreation of new products

Case Positioning and Setting

This caselet is aimed at students pursuing MBA for teaching Sales Management/Marketing Management courses. It could also be used in Corporate Training Programs organized by companies in the financial services sector.

  • Sales Management/Marketing Management – To understand the importance of building a proper MIS and framing an appropriate CRM strategy to build a good market base for the organization


  • This Case Pack Includes:
    - Abstract
    - Caselet
    - Teaching Note (**ONLY for Academicians)
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