CASE STUDY3 Cooper Pharmaceuticals
CASE STUDY3 Cooper Pharmaceuticals
CASE STUDY3 Cooper Pharmaceuticals
There is no doubt that, doing business, every company is aimed to progress and
profitable. Every thriving businessman will tell you that the guarantee of success
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
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
Bob Marsh worked for CPI for twelve years and within the whole period his
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
performance. Firstly, in the very beginning of his career John Meredith noticed
that Marsh was not motivated and paid little attention to planning and
management, for a manager it is the top priority task to motivate the employees.
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,
and secondly, the reward should be the incentive for the appropriate for the
company behavior. Dr. Robert S. Kaplan from Harvard Business School said:
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
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
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)
Objective/s:
management.
the total sales and accordingly got regularly the pay rise, there were
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
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
the top priority task to motivate the employees. It could be done either
necessary to find some other means of motivation for him. The variety of
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
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
to have both. However, every company, even the most successful one,
Pharmaceuticals, Inc. it was that very case and the only thing to do was to
Recommendations:
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
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
the very beginning of his career could have changed the situation.