Illustrates the amended marketing tactic for a product chemical and the consequent sales force resistance that challenges a freshly hired marketing supervisor. The alterations in the planhave the purpose to: margin betterment, new categorization, centralized decision making, and pan-European optimization. Winner of a 1993 ECCH. This is an altered account of a prior case.
How has Alto’s stabilizers strategy evolved over the years? In what significant ways is Graaff’s revised strategy different from before? Does this new strategy enhance Alto’s ability to deliver benefits being sought by business customers in different segments?
What explains the sales force’s opposition to the strategy?
What should Graaff do now? Your recommendation should take into account the pros and cons of different options and how this strategy can be implemented