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Trinity Finance’s Sales Organization and Sales Approach (F): Measuring Relationships

CASELET, SALES AND DISTRIBUTION MANAGEMENT
ET Cases, 4 Pages

Case Preview

Trinity Finance’s Sales Organization and Sales Approach (F): Measuring Relationships

 

On June 6th 2016, Trinity Finance Ltd.’s (Trinity) Leadership Team (LT) – Chief Executive Officer (CEO), Chief Marketing Officer (CMO) and Chief Sales Officer (CSO) –  scheduled a meeting to discuss the next area of improvement, measuring relationships as suggested by Gautam Narang, the Senior Consultant of Photon Consultancy. This was a part of RACE (Radical Approach to Customer Engagement), a new transformation initiative, decided by the LT.

CSO (Sunil Kapoor): Dear colleagues the agenda for this meeting is to put in place a robust system to measure relationships with our stakeholders in the market.

CMO (Suman Wadhwa): Well, we have been maintaining relationships through certain initiatives that are being shared through our monthly newsletter...............

Teaching Note Preview

Trinity Finance’s Sales Organization and Sales Approach (F): Measuring Relationships

 

Synopsis

This caselet was used to illustrate the importance of measuring relationships. Also, as the caselet deals with dilemmas engaging all the stakeholders of Trinity Finance Ltd. (Trinity), the students/participants would get a scope to discuss and understand various stakeholders of Trinity, the ways to effectively engage with them and the ways to measure the efficacy of those engaged relationships.

Prerequisite Conceptual Understanding/Before the Classroom Discussion

  • • Philip Kotler and Kevin L. Keller, “Creating Long-Term Loyalty Relationships”, Marketing Management, 15th Edition, Pearson, 2010 – To understand the broad contours of measuring customer relationships using Net Promoter Score (NPS), Customer Life Time Value (LTV) and Customer Satisfaction

 

Case Positioning and Setting

This caselet can be used for:

  • • MBA Program – Sales Management Course/Customer Relationship Management Course – To introduce the participants/students to the concept of measuring relationships with all the stakeholders
  • • MDPs/EDPs – To familiarize the participants with the varieties of stakeholders involved in the business of an organization (Trinity), the possible ways of engaging with them and the possible ways of measuring such relationships

 

Assignment Questions

  • I. What do you understand by stakeholder management in the context of sales organization of a large financial services firm like Trinity?
  • II. ...........

 

Preamble to the Case Analysis

The students/participants must be sensitized to the broad contours of measuring relationships with various stakeholders of an organization. The caselet also presents dilemmas to deal with the ways to engage the identified stakeholders and to measure the efficacy of such relationships. Accordingly, the classroom orchestration can be done as suggested below [Exhibit (TN)-I].....................

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Product code: SDM-2-0001(f), SDM-2-0001A

Abstract

This caselet, sixth in the ‘Trinity Finance’s Sales Organization and Sales Approach’ series is meant to enable the participants to discuss how to engage with all the stakeholders and measure relationships with the stakeholders in the backdrop of Trinity Finance Ltd. (Trinity), a market leader in vehicle finance (Automobiles, Tractors, Cars, Commercial Vehicals and Pre-owned Vehicles). The company, established in 1992, started facing troubles since 2011, due to increased competition. Gautam Narang, a Senior Consultant from a well-known sales consulting firm, approached by Trinity, suggested six specific areas of improvement including measuring relationships. Trinity’s Leadership Team (LT) faced three questions before any reasonable solution could be reached for measuring the relationships at Trinity: a) Who would be the stakeholders for Trinity? b) How to engage with each of the stakeholders? c) How to measure the efficacy of those engagements/relationships given the fact that establishing and maintaining relationships would have definite cost implications?



Pedagogical Objectives

  • To understand the concept of stakeholder management in the context of sales organization of a large financial services firm
  • To discuss and debate on the effective ways and means to engage with all the identified stakeholders
  • To discuss on the ideal way to measure the efficacy of those engagements/relationships

Case Positioning and Setting

This caselet can be used for:

  • MBA Program – Sales Management Course/Customer Relationship Management Course – To introduce the participants/students to the concept of measuring relationships with all the stakeholders
  • MDPs/EDPs – To familiarize the participants with the stakeholders involved in the business of an organization (Trinity), the possible ways of engaging with them as well as measuring such relationships



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
$3.37
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