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Waters Chromatography

Decent Essays

Marketing II – Group Assignment

Waters Chromatography Division: US field Sales

Submitted by: Group 5,Section D

ArkayanBagchi (2010PGP063)

Harveer Singh (2010PGP449)

Kaushlendra Singh (2010PGP150)

Krishna Kishore Burugula (2010PGP163)

Loveneesh Solanki (2010PGP170)

RohanWagh (2010PGP311)

Sameer Morey (2010PGP325)

Protagonist

The cases does not give any specific issues to be solved by any specific individual,the detail description of Ray Burnett’s day on job is to apprise the readers of the kind of issues involved in selling the HPLC instruments and related products. It also highlights the concerns of salesman about the targets, …show more content…

It sold mainly to Pharmaceutical companies, which was mature market and life sciences/biotechnology, which is a growing market. It targeted analytical, research, clinical and quality control laboratories in these organizations. The customers not only demanded high performance products but were also looking for after sales service and maintenance. There has been an increased sensitivity to price in the market and overall image of Waters in the market is of a high premium product, which is not true for all of the company products, some products are actually more capable and cheaper than competitor’s products. The customer purchase decisions are made on the basis of equipment capabilities, service and support and price.

Issues

The management’s view of the sales issue and field-based perceptions are different. For example, the management believes that the company has kept pace with the business but he market perception is that it has not and still a premium company which only a few can afford. Though there are products, which are priced competitively, but this has not been communicated to the customers adequately.

The sales people were technically equipped to begin with but with the increased competition the sales people hired did not have as much technical expertise as required and these affected the sales. There were training session for new hires but only

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