Wesco Distribution, Inc.

HARVARD CASES Case 14 WESCO Distribution, Inc. Synopsis In June 1997, Jim Piraino, VP of marketing for WESCO Distribution, Inc., is preparing for a yearly check into meeting with WESCO CEO Roy Haley. Haley wants the firm to reach annual ingathering goals of 6% to 8% in revenues and 12% to 16% in profitability over the next five years. The centerpiece of this result strategy is the National Accounts design, which WESCO has developed to serve its major industrial customers in response to recent changes they have made to their subscriber line processes. However, as of June 1997, the NA program has not delivered the expected increases in sales and profitability. Jim Piraino has to give Haley his recommendations for the future of the NA program, in particular, whether WESCO should insure to pursue NA business with the intensity it has in the past, or whether to assume a more reactive stance and bye the NA program only when it is requested by authorized customers. As well, he must account for how WESCO will strain the desired increases in profitability and overall revenues when its current program already seems to be encountering difficulties in generating the desired numbers.

Use Although the customer is at the heart of marketing strategy, effective customer management is lock away not a very well understood concept in industrial marketing practice. This case can be used to explore the difficulties encountered in developing and implementing new slipway of customer management in mature industries such as component parts, industrial raw materials and consumables,[1] and other similar industries. These industries ar characterized by an environment in which competitors are able to project equivalent products at competitive prices and vendors/ distributors have to use help rather than product characteristics to create differentiation and add nourish to customers. This note was prepared by Professor Das Narayandas with the financial aid of Research... If you want to get a full essay, order it on our website: Orderessay

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