Trinity Finance’s Sales Organization and Sales Approach (A): ‘RACE’
This caselet deals with issues faced by companies who were market leaders in their respective market areas but whose performance declined due to reasons like complacency and lack of innovation in their business conduct. Participants can understand these issues in the backdrop of Trinity Finance Ltd. (Trinity), one of the leading Non-Banking Financial Companies (NBFCs) in India. Trinity was the market leader in vehicle finance in rural and semi-urban areas. However, the company’s market share fell due to the entry of nimble players who followed innovative strategies. An external consultant, Photon Consulting (Photon), was hired to design an appropriate course of action to revive the fortunes of the company after the internal interventions failed to show any result. A team headed by Gautam Narang (Gautam) from Photon suggested six specific areas of improvement that could possibly alter Trinity’s market fortunes. Why did Trinity’s market fortunes slide? What are the specific areas of improvement and how should they be sequenced? How should Trinity’s sales organization be restructured to reinvent itself?
Prerequisite Conceptual Understanding/Before the Classroom Discussion
The students/participants should read the following to have more insightful discussion:
- • Mark W. Johnston and Greg W. Marshall, “Introduction to Sales Management in the Twenty-First Century”, Sales Force Management, Routledge, 2013 – To understand the requirements of a twenty-first century sales organization
Case Positioning and Setting
This caselet can be used in MBA Program for the following course/module:
- • Sales Management – To develop an understanding on managing salesforce of an organization
Suggested Reading for the Faculty
- • Donald N. Sull, “Why Good Companies Go Bad”, Harvard Business Review, July–August 1999 – To understand the reasons behind deterioration in performance of some of the best companies over a period of time
Preamble to the Case Analysis
The purpose of this caselet is to understand the reasons as to why some of the best companies start declining over a period. The discussion was carried out with reference to Trinity, wherein the reasons behind Trinity’s declining market shares were debated upon. The caselet introduces the concept of active inertia as the reason behind the decline in the performance of good companies. After a discussion on the four hallmarks of active inertia, the six areas of improvement for Trinity, as suggested by the external consultant, can be analysed to arrive at an appropriate sequencing of the six identified interventions. The classroom discussion was accordingly orchestrated [Exhibit (TN)-I]........