The Valley Winery

The Valley Winery Case Study Answers

1. What are the problems facing Pat Waller? - Waller is trying to combat a number of different issues. Firstly, he must find a way to decrease the unusual amount of turnover. Secondly, although sales increased over the last several years, Waller knew that eventually these profits would be eaten into by a more competitive market. Therefore, not only did he need to find a sufficient answer to the turnover problems Valley Winery was having but he also needed to cut costs, especially with the hiring department. Thirdly, sales reps either have virtually no respect for their district manager’s (“Although district managers are often considered to be no more than baby sitters for new sales reps……” said Murphy). Lastly, sales reps are practicing dishonest and unethical actions.

2. What are the causes of the problems facing Waller? - There clearly seems to be an unusual amount of pressure from management. Not only are the sales reps being given unreasonable quota’s to achieve, but they are also contacting them at all hours of the night to complain to them about condition’s with displays at certain stores. This is also driving the sales reps to practice dishonest habits such as fabricating the amount of cases that are displayed at a chain store. There also seems to be a number of loops or steps the job candidate has to go through before being given the job. This process seems to be eating into the companies’ profits. The overall rumors about the aggressive

approach Valley Winery sales reps seem to be true based on the actions and steps these sales reps have to take in order to keep their job.

3. What steps should Waller take to resolve his problems? - Waller needs to change the entire sales culture at Valley Winery from top to bottom. One may ask why if sales are increasing why this is so? The answer to this is, as Waller realized from the very first day, eventually the numbers will not be there to justify the toxic...