Royal Corporation Case Analysis Report
Royal Corporation Case Analysis Report
KDMJJ小组:
董凯航20112598
郭兵20112599
韩超20112600
李阳20112601
毛俊鹏20112604
普朝柱20112605
王韬涵20112606
王楠20112607
I. Introduction
Chronicles of a day in the life of a Royal Corp. salesperson Mary Jones part of the Royal Reproduction Center (RRC) division. The RRC division specializes in high quality turnaround copying and printing services. Division salespeople are responsible for selling copying/printing services the Royal 750 color copier and the Corporate Copy Center (CCC) concept which involves equipping a client company with a staff and copiers to operate an on premise reproduction operation. Focuses on Jones difficulty in selling the CCC concept. Presents the daily sales activities of a business to business salesperson and the buyer behavior process of two different types of services (CCC and printing) and a product (color copier). Also reveals the difficulty of selling a new concept typical problems that salespeople encounter and the importance of understanding buyer behavior and the purchase process of a new product.
Jones had five appointments for the day—9:00 a.m., Acme Computers; 9:45, Bickford Publishing; 11:45, ABC Electronics; 12:30, CG Advertising; and 2:00 p.m., General Hospital. At Acme, Bickford, and ABC, Jones would develop CCC prospects. She was in various states of information gathering and proposal preparation for each of the accounts. At CG, Jones planned to present examples of work performed by a model 750 color copier. At General Hospital, she would present her final proposal for CCC adoption. Although the focus of her day would be on CCCs, she still needed to call and visit other accounts that she was developing.
II. Questions analysis
1. What three products/services are sold by the RCC? Who is the decision maker for each of these product/services?
TYPE
NAME
FUNCTIONS
DECISION MAKER
Product
Royal Reproduction Center
- Routine reproduction jobs
- High quality copying
- Duplicating and
KDMJJ小组:
董凯航20112598
郭兵20112599
韩超20112600
李阳20112601
毛俊鹏20112604
普朝柱20112605
王韬涵20112606
王楠20112607
I. Introduction
Chronicles of a day in the life of a Royal Corp. salesperson Mary Jones part of the Royal Reproduction Center (RRC) division. The RRC division specializes in high quality turnaround copying and printing services. Division salespeople are responsible for selling copying/printing services the Royal 750 color copier and the Corporate Copy Center (CCC) concept which involves equipping a client company with a staff and copiers to operate an on premise reproduction operation. Focuses on Jones difficulty in selling the CCC concept. Presents the daily sales activities of a business to business salesperson and the buyer behavior process of two different types of services (CCC and printing) and a product (color copier). Also reveals the difficulty of selling a new concept typical problems that salespeople encounter and the importance of understanding buyer behavior and the purchase process of a new product.
Jones had five appointments for the day—9:00 a.m., Acme Computers; 9:45, Bickford Publishing; 11:45, ABC Electronics; 12:30, CG Advertising; and 2:00 p.m., General Hospital. At Acme, Bickford, and ABC, Jones would develop CCC prospects. She was in various states of information gathering and proposal preparation for each of the accounts. At CG, Jones planned to present examples of work performed by a model 750 color copier. At General Hospital, she would present her final proposal for CCC adoption. Although the focus of her day would be on CCCs, she still needed to call and visit other accounts that she was developing.
II. Questions analysis
1. What three products/services are sold by the RCC? Who is the decision maker for each of these product/services?
TYPE
NAME
FUNCTIONS
DECISION MAKER
Product
Royal Reproduction Center
- Routine reproduction jobs
- High quality copying
- Duplicating and