18. 案例:Syntex公司的销售队伍管理 Mid 80’s salesforce size was 433 reps, expanding by 30–40 per year.
Salesforce currently allocated to:
7 Drugs Naprosyn, Anaprox, Norinyl, etc.
&
9 Physician Specialties Family practice, internal medicine
OB/GYN, etc.
by judgmental/historical norms.
Questions:
How large should the salesforce be?
How should it be allocated across drugs (as well as physician specialties)?
Approach:
Judgmental estimation of response functions followed by optimization analyses.
17
19. Calibration and Analysis ProcessEach management team member separately estimatesa response function for each sales entry
As a group, the management team members discuss and
develop consensus estimates of response functions
Run the model
Test profit consequences of alternate scenarios
Do results make sense? Can they be implemented?
Implement resource allocation decisions
Monitor and evaluate sales performanceYesNo18
21. 分析结论Added about 100 sales people per year.
Saw increase of profit of about $24 millions.
Management claims that it left $36 millions “on the table” by not focusing on Naprosyn, spending too much effort on oral contraceptives.
Was this a sizing or resource allocation problem? ME helps us determine20
22.
1
Select geographic
control units
2
Decide on
allocation criteria
3
Choose
starting points
4
Combine control units
adjacent to starting points
5
Compare territories on
allocation criteria
6
Assign salespeople to
new territoriesEvents triggering sales
territory adjustments
Mergers
Division consolidation
Division split
Sales force turnover
Plant relocations
Product line changesRevise territory
boundaries to
balance workload
and potential21