A professional hair-care company with a full range of products owned 50 percent of its market,consisting of more than 30,000 salons.

Read the following case study:Global cosmetics company  improves sales force effectiveness

A professional hair-care company with a full range of products owned 50 percent of its market,consisting of more than 30,000 salons.The company had four competing sales teams vying for customers.Growth had been anaemic for five years ,fluctuating between -1 percent and +1 percent annually.

The problem,we soon discovered,was that neither corporate  nor sales teams had real knowledge of their customers  and did little to target them.The culture  was entrepreneurial,so sales people were not  inclined toward formal processes,and the core business model relied on inter-band competition.

To improve its sales  and profitability,its has embarked on the following:

A commitment to new sales goals,sales processes,measurement apparoches,training,incentive systems,organizational structure,and accountabilities.Brand relationships  needed to be redefined ,moving from instigating rivalries between to creating multiple,complementary brands.

Write a well presented report for the above outlining the current business operation and analyse the current issues faced  by the cosmetics company.

What areas of the sales and customer service they need to handle well?

What are the future trends and competitive advandages model and values they need to apply?Provide three recommendations that are well substantiated with journal literature  and reference correctly.(you may use the reasons/justifications above or use your own that supports this change.)


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