Document Formatting QUESTIONS: Section 1 - Planning Function Scenario Question Set: Question 1 In order for Katherines's Canadian sales unit to be successful she needs to ensure they have a well- developed "special treatment" package in place for each of their Sales Account Management (SAM) segments. Using the key account information provided within the company background brief as your guide, establish your SAM model Identify the specific segments, criteria that drive the account information and criteria for each segment, and the appropriate distinct and different special treatment approach for each of the 3 segments. Ensure your treatment approach fits the stated company strategy and would deliver clear value to each segment. (12 marks: 6 marks for correct segments and criteria information, and 6 marks for correct treatment information per segment) Type in the table ... Customer Segment Account Segment Information Treatment + Customer Segment Account Segment Information Treatment Hospitals full service clinics major professional sports organizations Breston Medical Supplies Co. is a 25 year old company that specializes in the manufacturing and distribution of diagnostic equipment and operating room technology. The company caters to 3 segments Hospitals, full service clinics, and major professional sports organizations. This is a highly competitive market with 3 other formidable competitors that are focused on the Canadian market. Katherine Ella is the VP of Sales; he is responsible for the company's Canadian operations, comprised of 5 regions: Maritimes & Quebec, Ontario, Central Canada (Manitoba & Saskatchewan) Alberta, and British Columbia. Note: Katherine has a regional Sales Manager for each area. See list of regional managers. on page 2. The Breston company executive team is now focused on growth and market share acquisition. The company will be launching at the end of 2021 a new MRI (Magnetic Resonance Imaging) unit and a new portable x-ray unit. Both of these new products will be significant upgrades to previous versions of the products and be the leading products in their respective product categories. The Breston has established the following key corporate goals and financial objectives for the first quarter of the next Fiscal year, January 1, 2021- March 31, 2021: 1. Increase revenue market share by a minimum of 1.5% for the Canadian division. This goal will apply to each region. 2. Increase overall sales revenue for the Canadian division, by a minimum of 5% over the previous quarter (Q4 / 2010). Within the overall revenue increase, achieve an a. Increase in MRI sales revenue by a minimum of 10% b. Increase in customer retention rates by 10% for large Hospital Accounts across each region, by offering specialized treatment packages for this high value segment. 3. Ensure that the company maintains product sales minimum gross margin of 31% and minimum ROAM of 53%, this would be the same requirement as 2021 Fiscal year. 4. Up-sell all 3 customer types on the company's new line of MRI Diagnostic equipment. Note: all your existing sales reps will be cross-trained on this new line of equipment 5. Increase focus on sales and service within the full service clinic market, especially with large provincial health care provider organizations. Set as welauit Document Formatting Canadian Division Customer account information: Color Page Backgro 1. Large accounts are Hospitals with multiple campuses in a metropolitan area that have a minimum of 500 beds and spend in excess of $1,000,000 annually on medical diagnostic equipment and operating room product technology, and supporting services. Typically large hospitals always want the latest and best equipment, fully customized, and need to ensure they keep their operating rooms functioning at all times. They will want to ensure that suppliers have a premium maintenance care package with guaranteed same day response times for any major outage and back up parts in place on site to quickly repair minor product issues. Given the large employee base these clients need extra training support for hospital staff to operate and maintain the equipment. These clients often want to negotiate a flat fee for training per person for equipment purchased. They also have a centralized purchasing buying system in place, and demand extended payment terms. Note: Breston's standard payment term is full-payment 60 days after delivery. 2. Medium sized accounts are regional hospitals, clinics, professional sports franchises, or sport rehab facilities that spend in excess of $100,000 and up to $999,000 annually. These accounts usually will hold on to equipment for a longer timeframe and they want their suppliers to excel in repairing and upgrading equipment to increase the "shelf life". It is also very important to these accounts to have guarantees re: available of parts availability for aging equipment and/or special conversion terms if equipment can no longer be supported. They will want equipment suppliers to offer a complete basic maintenance care package, including yearly maintenance checks to ensure equipment stays in functioning at a high level. 3. Small accounts are single clinics or rehab facilities accounts that spend less than $100,000 annually and are typically single location facilities. These accounts need their suppliers to provide the technical expertise to design the solution set. They typically are more budget conscious and don't want to pay for a complete maintenance package. They will usually settle of off-the-shelf solutions and agree to pay a standard hourly fee for any customization. These accounts usually want a minimum block of 2 hours of training per piece of equipment added at no cost. Document Formatting QUESTIONS: Section 1 - Planning Function Scenario Question Set: Question 1 In order for Katherines's Canadian sales unit to be successful she needs to ensure they have a well- developed "special treatment" package in place for each of their Sales Account Management (SAM) segments. Using the key account information provided within the company background brief as your guide, establish your SAM model Identify the specific segments, criteria that drive the account information and criteria for each segment, and the appropriate distinct and different special treatment approach for each of the 3 segments. Ensure your treatment approach fits the stated company strategy and would deliver clear value to each segment. (12 marks: 6 marks for correct segments and criteria information, and 6 marks for correct treatment information per segment) Type in the table ... Customer Segment Account Segment Information Treatment + Customer Segment Account Segment Information Treatment Hospitals full service clinics major professional sports organizations Breston Medical Supplies Co. is a 25 year old company that specializes in the manufacturing and distribution of diagnostic equipment and operating room technology. The company caters to 3 segments Hospitals, full service clinics, and major professional sports organizations. This is a highly competitive market with 3 other formidable competitors that are focused on the Canadian market. Katherine Ella is the VP of Sales; he is responsible for the company's Canadian operations, comprised of 5 regions: Maritimes & Quebec, Ontario, Central Canada (Manitoba & Saskatchewan) Alberta, and British Columbia. Note: Katherine has a regional Sales Manager for each area. See list of regional managers. on page 2. The Breston company executive team is now focused on growth and market share acquisition. The company will be launching at the end of 2021 a new MRI (Magnetic Resonance Imaging) unit and a new portable x-ray unit. Both of these new products will be significant upgrades to previous versions of the products and be the leading products in their respective product categories. The Breston has established the following key corporate goals and financial objectives for the first quarter of the next Fiscal year, January 1, 2021- March 31, 2021: 1. Increase revenue market share by a minimum of 1.5% for the Canadian division. This goal will apply to each region. 2. Increase overall sales revenue for the Canadian division, by a minimum of 5% over the previous quarter (Q4 / 2010). Within the overall revenue increase, achieve an a. Increase in MRI sales revenue by a minimum of 10% b. Increase in customer retention rates by 10% for large Hospital Accounts across each region, by offering specialized treatment packages for this high value segment. 3. Ensure that the company maintains product sales minimum gross margin of 31% and minimum ROAM of 53%, this would be the same requirement as 2021 Fiscal year. 4. Up-sell all 3 customer types on the company's new line of MRI Diagnostic equipment. Note: all your existing sales reps will be cross-trained on this new line of equipment 5. Increase focus on sales and service within the full service clinic market, especially with large provincial health care provider organizations. Set as welauit Document Formatting Canadian Division Customer account information: Color Page Backgro 1. Large accounts are Hospitals with multiple campuses in a metropolitan area that have a minimum of 500 beds and spend in excess of $1,000,000 annually on medical diagnostic equipment and operating room product technology, and supporting services. Typically large hospitals always want the latest and best equipment, fully customized, and need to ensure they keep their operating rooms functioning at all times. They will want to ensure that suppliers have a premium maintenance care package with guaranteed same day response times for any major outage and back up parts in place on site to quickly repair minor product issues. Given the large employee base these clients need extra training support for hospital staff to operate and maintain the equipment. These clients often want to negotiate a flat fee for training per person for equipment purchased. They also have a centralized purchasing buying system in place, and demand extended payment terms. Note: Breston's standard payment term is full-payment 60 days after delivery. 2. Medium sized accounts are regional hospitals, clinics, professional sports franchises, or sport rehab facilities that spend in excess of $100,000 and up to $999,000 annually. These accounts usually will hold on to equipment for a longer timeframe and they want their suppliers to excel in repairing and upgrading equipment to increase the "shelf life". It is also very important to these accounts to have guarantees re: available of parts availability for aging equipment and/or special conversion terms if equipment can no longer be supported. They will want equipment suppliers to offer a complete basic maintenance care package, including yearly maintenance checks to ensure equipment stays in functioning at a high level. 3. Small accounts are single clinics or rehab facilities accounts that spend less than $100,000 annually and are typically single location facilities. These accounts need their suppliers to provide the technical expertise to design the solution set. They typically are more budget conscious and don't want to pay for a complete maintenance package. They will usually settle of off-the-shelf solutions and agree to pay a standard hourly fee for any customization. These accounts usually want a minimum block of 2 hours of training per piece of equipment added at no cost