Cooper
Pharmeauticals
- Case Analysis
Working Group : B2
Gaurav Sancheti – 21M111
Madhur Mishra – 21M115
Shivangi Goel – 21M129
Utkarsh Sharma – 21M137
Bob Marsh Management
Introduction
• Bob Marsh, a detailer at Cooper Pharmaceuticals was terminated from
services by the company. He was a respected detailer in his territory and had
served with the company for 12 years.
• Though his dismissal was initiated after much consideration from the
management, it was not well received by the clients of CPI, who considered
him efficient and effective.
• The President of CPI received letters and calls from displeased clients who
wanted justification for Bob Marsh’s termination and wanted CPI to reinstate
him.
2
Problem Statement
In what ways should
company address the issue
of termination of Bob
Marsh?
3
FACTS & ISSUES
FACTS ISSUES
◉ Bob has good academic record ◉ Prejudging of the client’s
and successful history of requirement
drugstore experience ◉ Sales by hit and trial
◉ Good rapport with physician & method, less pinpointed
hospitals. sales
◉ Probation period evaporated ◉ Loophole in company’s
when manager changed from probation policy
Reed to Antonia
◉ Become complacent
◉ Company’s good appraisal because of increment in
policy and extra perks are also salaries and perks
given
4
ANALYSIS of the Case
Bob Marsh
STRENGHTS WEAKNESS
◉ Sincere, enthusiastic and quick learner. ◉ Lacked in organization, planning and
follow up activities.
◉ Good working relationship with clients
◉ Catch-as-catch-can approach, tendency
and peers.
to prejudge the customers.
◉ Loyal and dedicated towards the firm
◉ Inconsistency in maintaining records
(didn’t leave the firm even after being
put on probation multiple times and and poorly organized sample bag
settled for less salary initially) ◉ Non-conformance to management
◉ Willingness to improve. directives, company sales objective and
promotion policies.
5
Attributes Meredith Bill Couch Rathbun Vince Reed Franklin
Work Tenure 5 years 3 years 2 years 7 months 4 months
Contribution to Completely Satisfactory Satisfactory Satisfactory Unsatisfactory
work Satisfactory
Atitude Excellent Above Average Satisfactory Completely Completely
Unsatisfactory Unsatisfactory
Overall final Below Above average Satisfactory Poor Unsatisfactory
rating Standard to
Above
satisfactory
District - Well Young and Young Young not much
Manager experienced new with experience
Experience ideas
6
Attributes Meredith Bill Couch Rathbun Vince Reed Franklin
Additional Increase in sales over Supervised a Letter of appreciation NA Zonal manager
remarks the years distributor + Letter for 10-year completion changed.
of appreciation for 5- Terminated Bob
year completion Marsh quickly
Probation No No Yes Yes Termination
Salary Increase 35,000 to 50,000 50,000 to 60,000 60,000 to 62,500 62,500 to No increase in salary
Status 65,000
Shortcomings Prejudging Unorganized Poor penetration with Improper No change in above
customers, planning & record dentist, No customer record keeping, bad records
Less adherence to keeping centric sales, Unorganized
management Unorganized records products
directive, & filing system
Unorganized
Actions taken to 1 month training, None. Fixing of sales target, Serving Determined Strict
improve flaws Increment increased Serving on probation probation course of action.
his performance period period
7
Observation based on
Tabular Analysis
Communication Recruitment Patter
No communication The company is hiring
between the managers young managers who just
and the only source was want to follow rules and
past records that was make rash decisions.
formed by previous
managers.
8
Observation based on Tabular Analysis
Bob Marsh
◉ Showed improvement and followed ◉ Pressurised with constant change of
rules when he was forced to do so or managers and their expectations.
lured to do so. ◉ His positive customer relationship
◉ Heavily criticized by Vince Reed for management (CRM) skills were not
reports. considered in evaluation.
◉ Performance was not appreciated by ◉ Rathbun, Reed and Franklin
managers, as the rules are followed micromanaged him by looking at nitty-
blindly and the spirit behind the rules gritty of his work that affected him.
are forgotten.
9
Recommendations
1. Course of action:
a. Reinstate him with probation period of 6 months clearly stating the terms
and conditions in front of doctors & physicians supporting him.
b. Reinstate him and transfer him to another location.
2. Redefining Probation Policy: Company must redefine it as change in
manager depicted evaporation of the probation policy which should not be
the case.
3. Flexibility- The company should focus on improving the values among
managers in the system rather than just looking into adherence to the
rules. Managers and detailers must be given free hand to make decisions
rather than micromanaging them.
10
