CASE STUDY3 Cooper Pharmaceuticals

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The key takeaways are that proper supervision and motivation of employees is important for business success, and that companies need to consider both sales performance and other factors like discipline when evaluating employees.

Bob Marsh successfully increased sales but had problems with lack of organization and reluctance to fully utilize his area. No manager could help him improve in these areas.

The company initially noticed Marsh lacked motivation and paid little attention to planning. His performance was also rewarded based mainly on sales increases rather than discipline levels. He also saw rewards as only connected to profits.

CASE STUDY

Case Study on Cooper Pharmaceuticals

There is no doubt that, doing business, every company is aimed to progress and

to thrive. Each and every established enterprise is expected to be successful and

profitable. Every thriving businessman will tell you that the guarantee of success

is high-quality staff recruitment and the proper management in business. Great

management is the basis of the company future.

Cooper Pharmaceuticals, Inc. was a major company that had a good reputation

and could boast highly skilled employees. Having analyzed the supervising

methods that were implemented at the enterprise, we can say that such a

success was not surprising. The proper supervision is the keystone to profitable

business. The staff is the basis of any enterprise, its essential factor. People that

deal with customers, and at CPI these were detailers, are responsible for the

development of the company as these are the clients who make the profit of your

business. Due to them companies are worthwhile to exist, therefore, it is evident

that the way the customers are treated influences your business. Meanwhile the

main role of a manager is to guide the staff and it is evident that at CPI this

function was performed well.

Bob Marsh worked for CPI for twelve years and within the whole period his

performance was supervised by six managers who supplied thorough reports to

the authorities. The problem was that though Marsh performed successfully,
increased the total sales and accordingly got regularly the pay rise, there were

problems concerning lack of organization and his inability or reluctance to use all

the possibilities of the area in question. No manager could help Bob Marsh to get

rid of these drawbacks.

In my opinion the CPI’s policy could be a bit different, concerning Marsh’s

performance. Firstly, in the very beginning of his career John Meredith noticed

that Marsh was not motivated and paid little attention to planning and

organization of the working process. Motivation is incredibly important in sales

management, for a manager it is the top priority task to motivate the employees.

It could be done either through a reward system or through the advancement.

We have seen that Bob Marsh’s salary increased with time, therefore perhaps it

was necessary to find some other means of motivation for him. The variety of

methods used to give an incentive to the staff forms a real system of incentive

programs, which can be successfully used on any enterprise. On the other hand,

any reward system will be effective if it is implemented basing on two main

principles. Firstly, the rewarded employees should accept it as a positive event

and secondly, the reward should be the incentive for the appropriate for the

company behavior. Dr. Robert S. Kaplan from Harvard Business School said:

“Each organization must create and communicate performance measures that

reflect its unique strategy” (Alessandra 127). Marsh’s performance did not meet

some of the requirements of the company from the very beginning, so it was

necessary to reward him, basing not only on the sales increase but also on his
level of discipline. Otherwise, Marsh saw that his salary depended only on the

profit he brought and did not pay attention to other factors.

Moreover, in order not to receive the customer’s complaints about Marsh’s

dismissal, the managers should have interrogated the customers whether they

were satisfied with March’s work or not and only then that had to choose what

was more important for the company: to answer the customers’ demands or to

have a highly skilled and disciplined detailer. Certainly, this question is quite

ambiguous. Usually, major companies aim to have both. However, every

company, even the most successful one, faces difficulties in spite of its well-

organized work. Perhaps for Cooper Pharmaceuticals, Inc. it was that very case

and the only thing to do was to learn a lesson for the future from the situation.
CASE SOLUTION

(Scientific Approach)

Title of Case: Cooper Pharmaceuticals Inc.

Time Frame: Present

Viewpoint: Bob Marsh

Objective/s:

1. To be able to solve the problem of Bob Marsh in his workplace.

2. To come up with trainings and programs to enhance skills and personnel

management.

Statement of the Problem:

1. The problem was that though Marsh performed successfully, increased

the total sales and accordingly got regularly the pay rise, there were

problems concerning lack of organization and his inability or reluctance to

use all the possibilities of the area in question.

2. No manager could help Bob Marsh to get rid of these drawbacks.

Areas of Consideration:

1. Firstly, in the very beginning of his career John Meredith noticed that

Marsh was not motivated and paid little attention to planning and

organization of the working process.


2. Marsh’s performance did not meet some of the requirements of the

company from the very beginning, so it was necessary to reward him,

basing not only on the sales increase but also on his level of discipline.

3. Marsh saw that his salary depended only on the profit he brought and did

not pay attention to other factors.

Alternative Courses of Action:

1. Motivation is incredibly important in sales management, for a manager it is

the top priority task to motivate the employees. It could be done either

through a reward system or through the advancement. We have seen that

Bob Marsh’s salary increased with time, therefore perhaps it was

necessary to find some other means of motivation for him. The variety of

methods used to give an incentive to the staff forms a real system of

incentive programs, which can be successfully used on any enterprise. On

the other hand, any reward system will be effective if it is implemented

basing on two main principles. Firstly, the rewarded employees should

accept it as a positive event and secondly, the reward should be the

incentive for the appropriate for the company behavior.

2. Marsh’s performance did not meet some of the requirements of the

company from the very beginning, so it was necessary to reward him,

basing not only on the sales increase but also on his level of discipline.
Otherwise, Marsh saw that his salary depended only on the profit he

brought and did not pay attention to other factors.

3. Moreover, in order not to receive the customer’s complaints about Marsh’s

dismissal, the managers should have interrogated the customers whether

they were satisfied with March’s work or not and only then that had to

choose what was more important for the company: to answer the

customers’ demands or to have a highly skilled and disciplined detailer.

Certainly, this question is quite ambiguous. Usually, major companies aim

to have both. However, every company, even the most successful one,

faces difficulties in spite of its well-organized work. Perhaps for Cooper

Pharmaceuticals, Inc. it was that very case and the only thing to do was to

learn a lesson for the future from the situation.

Recommendations:

I recommend that all alternative courses of actions should be implemented

to come up with favorable results.


Conclusion:

To make a conclusion, I am inclined to believe that personnel

management is a science that needs careful approach and many abilities, but as

any science it can be mastered. Work with people does not need only leadership

qualities but the knowledge of psychology as well. It concerns not only

colleagues and subjects but customers as well. Some of entrepreneurs said

“Customers are a source of goals”(Alessandra 135). Companies that are oriented

at the consumers and their tastes are more likely to succeed in the world of

business. In the Cooper case, we cannot say that the company did Marsh an

injustice as during the last years of his wok his performance was assessed as

Completely Unsatisfactory. However, I believe a bit different attitude to him from

the very beginning of his career could have changed the situation.

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