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Cooper Pharmaceuticals

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Cooper Pharmaceuticals, Inc. | SLMT – 1 | Group – 7 | 13109 | Ankita Murali | 13141 | Raja Yakkala | 13508 | Arka Sinha | 13605 | Ankit Khurana | |

PROBLEM STATEMENT
The decision of Cooper Pharmaceuticals, Inc. (CPI) on terminating the services of Bob Marsh, a detailer who had twelve years of experience with their company and also had an unmatched rapport with many physicians and hospitals in the geographical territory assigned to him.
ENVIRONMENTAL SCAN
The Pharmaceutical industry witnesses a cut-throat competition with major brands having a hold over the industry. This industry utilized a sales force of detailers who played a major role in their sales. Their job was to persuade medical personnel to use and prescribe certain drugs. A typical CPI was responsible for about 200 physician and hospital accountants within an assigned geographic territory. CPI was a major manufacturer of prescription drugs for medical and dental professions. These products were channeled through drug wholesaler and then the drug stores for reselling to the general public.
SWOT ANALYSIS ON MARSH
Strengths:
1. Quick learner 2. Good people skills 3. Friendly nature with the customers
Weaknesses:
1. Poor organizing skills 2. Poor planning skills 3. Poor attitude 4. Lack of enthusiasm 5. Lack of sincerity 6. Low knowledge of technical and promotion literature 7. Low reliability
Opportunity:
Bon Marsh had run successfully drug store and with the experience in CPI, he can restart the same business again.
Threats:
There are many retailers in pharmacy and it may be difficult to sustain in the business.
CRITICAL FACTORS 1. Behavioral traits
Every company expects a good attitude, sincerity and very good organizing and planning skills from the employees. So, this became a critical factor. 2. Low reliability
Reliability is the main factor which decides the future of the company from the employees. If, any one employee is not reliable then it costs the company. In the case, it is written that during the tenure of Rathbun, Marsh has given a false report on one of his visit. 3. Difference in perspectives
Company targets towards a sales person may not know to the clients. Clients consider any employee who maintains good relations with them as a good salesman. Here it clearly shows the difference in the perspectives of company and client.
ALTERNATE SOLUTIONS
The different decisions that CPI could have in this context are: 1. Terminating Service Of Bob Marsh
Owing to the long history of dismal performance reviews and a pathetic performance in the probation period offered to Marsh, CPI can take the decision of terminating his services. The company might feel that despite giving ample opportunities to succeed, there was no other option for him but to resign.

2. Extend the Probation period of Bob Marsh
Bob Marsh has been loyal to the company and has been capable enough to keep the sales growing, despite the various negative feedbacks he got from different district managers. Bob could have been given an extended probation period to give him the one last chance to improve. This could have been brought to the notice of clients to make sure they know the current situation of Bob Marsh in CPI.

3. Transfer Bob Marsh to a different geographic territory
Bob Marsh could be transferred to another geographical location to put to test his right sales acumen. If Marsh would be successful in maintaining the sales in lines with the sales target in the new province, he could continue his service.
RECOMMENDED SOLUTION
According to the case, the first solution has been implemented. Bob Marsh has been terminated of his services which have resulted in unrest among many clients. The recommendation to CPI is to consider the third alternative solution which states that – Bob Marsh must be transferred to a different geographical territory under a different zonal manager to give him the one last chance to prove his selling skills. By implementing the following decision, the aftermath would be as follows: * The biggest advantage of Bob Marsh of him being a local to the territory he has been assigned to would be defaulted. In the new territory, he would be forced to make new relations with various doctors, physicians, which would be a very different task as compared to the current task * A set target of Sales volume can be communicated to him. Under any circumstances, if he fails to attain the target, he would be terminated immediately. If Marsh manages to meet the given target, he can be allowed to continue working in the same province. * By following this method, the company can have a very strong reason to terminate him, and this reason can be very easily communicated to people if the clients write back to them * By adopting this decision, clients in the current territory would also have to comply with the decision on grounds of it being an organizational policy. The new detailer can be introduced by Bob to different clients, to keep the relationships with the company intact.

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