Question 2 & 3 please

MAKING SALES MANAGEMENT DECISIONS CASE 2.1: JORDAN WHOLESALE him had tried to get reestablished with Wicks, but MARKETPLACE Wick's buyers had steadfastly refused to buy from Jordan Wholesale Background Tom was determined to get the Best Night Inn's Jordan Wholesale Marketplace was founded in Los Angeles in 1965 to supply professional catering business, so he made sales calls on the 16 mores to companies with a wide variety of institutional food gauge their interest in switching to Good Food Wholesalers, another foodservice wholesaler with products, including canned vegetables and meats. The company had grown steadily over the decades, whom Tom had a strong working relationship. The and is now one of the largest full-service institu Best Night operators were unanimous--they had tional food suppliers in the nation, sciling perish no intention of leaving Wick's for Good Food able and non-perishable foods and foodservice Wholesalers. In making the rounds to the 16 motel Tom learned that the individual hotel managers had supplies such as tablecloths, napkins, and tableware In the past year, Jordan Wholesale Marketplace had no authority to buy from suppliers that had not been previously approved by their corporate head- begun an aggressive push into a new market quarters in Louisville. Tom then called on Best segment, the hotel/motel restaurant market. Night's corporate headquarters, where he leamed that becoming an approved supplier would take a Current Situation minimum of 60 days -- if approval was granted. Best Tom Olivia is the Jordan Wholesale sales represen Night's director of purchasing was frank with Tom, tative in Louisville, KY. Tom has been with the telling him: "We have been extremely satisfied with company for almost two years. He is a recent Wicks, and don't see much need to add Good Food college graduate and looks forward to proving Wholesalers to the list of approved suppliers. If ! himself in his sales position, then moving into were in your shoes, I would try to sell through management with the company Tom's sales Wicks." manager, Grace Lamkin, has told Tom that if he Tom went back to Wicks, trying once again to finishes the year over 100 percent on his sales become one of their suppliers. He decided to use a versus quota target that he would enter the pool of foot-in-the-door strategy, meaning that he would candidates for promotion sometime in the follow only try to sell one small part of his product line ing 12 months. Tom is doing quite well with his with hopes that if this proved to be successful, he existing accounts, and has added a couple of new would be able to expand his sales through Wicks accounts. He believes that he will finish the year a Tom presented the newest version of Jordan little over 100 percent of quota, but he needs to Wholesale, a very attractive tableclothapkin add some of the new botel/motel business to be package that could be customized with Best sure he achieves his sales goals Night's logo. Bill Wilson, the Wicks buyer, turned Tom has been attempting to secure the restau Tom down, saying, "Tom, don't take this person rant business of Best Night Inn, a regional chain of ally, but we simply are not ready to do business with 16 moderately priced motels in Kentucky Best Jordan Wholesale again. You guys are doing some Night's corporate headquarters are in Louisville and impressive things in the marketplace, and next year the chain currently buys all of its food and rest we may get together with you. But that's not in the rant supplies from Wicks Food Supply, a well- plan for this year." established wholesale restaurant supplier. Wick Disappointed, Tom fclt he had but one choice if has its own salesforce, most of whom are veteran he wanted to make his year end numbers. He talespeople who have established good relationships arranged sales calls with the three Good Food with the restaurant operators in their sales territo Wholesales sales representatives who called on ries Best Night Inns, Tom planned to work with the Jordan Wholesale has not been supplier for Good Food Wholesalers salespeople to present the Wicks for more than 10 years. Tom has been told Jordan Wholesale packages, cut the price to stimu that Jordan Wholesale and Wicks had some friction late interest, and try to convince all 16 of the Best over service problems, with Wicks head buyer Night operators to buy the packages from Good claiming that Jordan Wholesale was not a reliable Food Wholesalers. If the motel operators like the supplier The buyer reportedly withheld partial packages, Tom figured he could use their interest to payment on several invoices, and ultimately Jordan speed up the supplier approval process back at Best Wholesale refused to sd to Wick Tom and the Jordan Wholesale sales representative who preceded volume before year end. Night's headquarters and book the additional sales Describing the Perso 38 Part One It was now Friday night, and Tom was heading home. It had been a tough week, and he was looking forward to the weekend. The Wick's situa- tion with Best Night had not gone the way he hoped it would, but now that he had decided what to do, he was feeling better. Tom did not like to lose, and as he drove home, more than once he thought, I'll show Wick's. If you don't play ball with me, I'll take the business through Good Food Wholesalers." Tom planned to call Grace Lamkin over the weekend and run the plan by her. Next week, he planned on hitting all of the Best Night Inns with the Good Food Wholesalers salespeople. Questions 1. How likely is it that Tom Olivia will be success- ful in the short term with this strategy? 2. What are the longer-run implications of this strategy for Tom Olivia and Jordan Wholesale Marketplace? 3. If you were Grace Lamkin, what advice would you give Tom f 1