Case #6 -- West Side Furniture
OK all of you aspiring sales managers/entrepreneurs, one of the most difficult and challenging tasks is
that of managing a sales force. Assess Susan's strategy in terms of her target market(s)and sales force.
Focus on what the sales force should be doing as you answer the questions on page 671. Also, I would
like your opinion of "How great sales managers motivate". Your response is due the end of
NOTE: Post your initial comments to the discussion by clicking on the first "Respond" link below. To give
feedback to a classmate's post, click on the "Respond" link below his/her comment.
West Side Furniture
Q1. Contrast Lupita Ventura’s strategy and thoughts about her salespeople with
their apparent view of her strategy and especially their role in it?
Ventura says her local cable TV spots and newspaper advertising seem to attract her target
market, but many of these people come in, shop around and leave. Some of them come back,
but most do not. Maybe because Ventura carries some higher-priced furniture lines. I would