Adams Brand Case
...esponsibilities were individual stores. Five district managers, as well as three key account supervisors. Assumptions According to the strategic account management association, a strategic account manager (also titled major account manager, key account manager, national / global account manager) is the guardian of the strategic customer relationship, orchestrating the deployment of corporate-wide resources to provide comprehensive product, service and solutions to the strategic account. Someone that is hired will definitely need to be very client oriented and need to have experience dealing with many customer accounts. The confectionery industry is comprised of six major competitors and Adams Brands that manufactured chocolate bars, chewing gum, mints, cough drops, chewy candy, and other products. Although unit sales have been flat, dollar sales were increasing at a rate of 10% per annum as a result of price increases. It is a critical industry because in one study it was found that 85% of chewing gum and 70% of chocolate bars were unplanned. And retail space was another huge issue. Adams Brands in 1993 had 23% market share and Nielsen/Cadbury was at 22%, the next closest was Nestle Canada at 15%. With its competition close behind Adams Brands had to make them somewhat different by always offering store displays to retailers. When looking and hiring a new key account supervisor Mr. Bannister posted an ad with the organization as well as with the local newspaper. He had twenty applicants and three potential candidates for the position. The interesting aspect of the key account supervisor’s position was that the individual had to feel comfortable with both the old and new schools of retail management. Bannister wanted to select the right person for the job and felt that hiring someone that graduated from a business school would be best. Smith also stated that he assumed that the new key account supervisor would expect to make somewhere between $38,000 and $46,000 a year plus an expense account. Alternatives You have three candidates to choose from so now I will go through and briefly describe the qualities of each individual and the advantages and disadvantages of each person. First Alternative: Lydia Cohen This lady is a young, single 30-year old woman. She graduated from Wolfrid Laurier University with a B.B.A degree and was active in the Marketing Club there and Intramural sports. She has worked for Rowntree Macintosh Canada, Inc. since she graduated in 1985. She started there as a sales rep and for the past two years has been the district manager. Advantages: • Graduated with a B.B.A. • Been with the same company for 9 years • In 1991 was Sales Rep of the year • Somewhat knowledgeable with computer systems • Has a strong background in confectionary sales • Has worked in the Toronto area and is anxious to get back Disadvantages: • She doesn’t seem to be overly ambitious or aggressive • Needs some improvement on computer skills Second Alternative: John Fisher This young man is single, 26 years old and loves sports. He graduated with a B.A. degree and attended the University of British Columbia. He played four years of varsity basketball and was the team captain for one year. He played some pro ball in Europe and then came back to Canada to work. Advantages: • Fresh out of co...