Virtual
Area Manager
A simulator based on a medical device company which
sells to final customers through specific shops.
The company faces the dilemma on how develop its market
and how to measure performance of its local network
which can be divided in direct or agent branches.
Healty & Co. Is a multinational company
selling medical devices for final consumers.
The company has a network of branches which
can be direct or held by agents. The team represents
the area manager + 4 branch managers managing
the 10 different zones included in the area.
The team has three specific goals to achieve:
- Increase market penetration
- Increase the total revenues
- Improve margins in the long run.
The area manager is entitled to decide how
to divide the 10 zones between the branches;
he/she also decide the budget to allocate to
every branch and confirm or reject the human
resources that the branch managers ask to hire.
The company trade three different kind of products
with different price and quality levels : Life
cycle of the product is about 2-4 years.
Il Ruolo del Direttore Commerciale
Il direttore ha il compito di prendere attenta
visione delle informazioni relative all'andamento
dell'area, di identificare eventuali inefficienze
imputabili alla gestione passata e di porre
mano alle misure correttive ritenute necessarie,
esprimendo decisioni quantitative da inserire
nel simulatore.
Management Areas
- Resources
Salesmen and commercial budget are the two
fundamental resources to achieve the three
goals of the company.
- Market
Market penetration per zone, branch and area;
number of clients, total amount of prospects
generated by the commercial actions.
- Economics
the economics are shown per branch and area.
Decisions
Decisions are divide for the 4-5 roles 1 area
manager + 3-4 branch managers:
Division of zones between branches
- Hire new sales staff
- Commercial budget
- Direct Marketing
- Discount
- Salesmen organisation
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