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Hausser Food Products Company

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Hausser Food Products Company
Brenda Cooper, the southeastern regional sales manager for the Hausser Food Products Company (HFP) expressed her concern to a researcher from a well-known eastern business school:
I think during the past year I’ve begun to make some progress here, but the situation is a lot more difficult than I thought when I first arrived. Our current methods of selling products just are not adequate, and the people in the field don’t seem interested in coming up with new ideas or approaches to selling.
BACKGROUND
Hausser Food Products Company was a leading producer and marketer of baby foods in the United States. The company manufactured and marketed a whole line of foods for the baby market including strained meats, …show more content…

Brenda Cooper, the southeast regional sales manager, was fairly typical of the kind of person who was placed in that position. Brenda entered an MBA program immediately following graduation from one of the best women’s colleges in the country. Majoring in marketing, she did extremely well in business school and graduated near the top of her class. Upon graduation she received many job offers and took a position as an assistant product manager in a large nonfood consumer products company. During four years at that firm she performed extremely well both in the management of existing products and in the launching of new products. By the end of her fourth year, however, she was becoming restless, and seeing no opportunities for quick advancement, decided to accept an offer to become a regional sales manager at HFP. The salary was attractive, plus she would receive a potentially large bonus based on the profit performance of the entire company. Brenda was also attracted by the possibility of advancement within the company. She had heard that many of the senior staff had started as regional managers. At the end of her first year Brenda was still very concerned about doing well in her job; in particular she was adjusting to her role as manager with six district managers reporting to her.
THE SALES PLAN
Much of the activity of the regional managers centered around the yearly sales plan. The sales plan was essentially a budget that includes projections of

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