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TBC Case

Mark accepted a new position as Assistant Brand Manager at TBC, a leading chocolate company. His manager John assigned him to analyze sales data for the Balva chocolate brand. Mark gathered sales data by region but realized the sales manager-region mapping he had was outdated. He contacted a colleague Kevin for the correct mapping, but Kevin's data was also outdated. Mark proceeded with his analysis anyway to meet the deadline. His manager John liked the analysis and asked Mark to share it with sales manager Tim Richards. However, Tim's response indicated the region Mark analyzed was actually managed by someone else now. Tim also offered for Mark to visit his region as part of onboarding.

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51 views2 pages

TBC Case

Mark accepted a new position as Assistant Brand Manager at TBC, a leading chocolate company. His manager John assigned him to analyze sales data for the Balva chocolate brand. Mark gathered sales data by region but realized the sales manager-region mapping he had was outdated. He contacted a colleague Kevin for the correct mapping, but Kevin's data was also outdated. Mark proceeded with his analysis anyway to meet the deadline. His manager John liked the analysis and asked Mark to share it with sales manager Tim Richards. However, Tim's response indicated the region Mark analyzed was actually managed by someone else now. Tim also offered for Mark to visit his region as part of onboarding.

Uploaded by

hsncsk98
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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TBC Case

After several interviews, Mark had got the offer from TBC (The BEST Chocolate) Company and he
immediately accepted it to be an “Assistant Brand Manager” without a second thought.
TBC is well known for its famous chocolate throughout the country. It has been operating at the
FMCG industry since 30 years, and takes the 1st place at the market.
He met with his manager, John Bruton, brand manager from the Marketing Department at first
day and his journey started. John told him that he will be responsible of Balva brand. As he read
from one of the executive reports:
“Balva is one of the most admired Chocolate brands, which takes high market share among
competitors. Total sales volume previous year was around 100 M Tons and has a market share of
11.5%. Balva has growth momentum for the last 3 years and the brand has grown 9% at CAGR
(Last 3 years’ cumulative average) …”
Not too much time passed, Mark has been assigned to his first task which is about to identify the
opportunities in different sales regions for Balva Brand. His manager John told him that:
“I want you to prepare a sales analysis for each channel, Traditional Trade and Organize
Trade. I want you to understand where Balva is performing well, which Region & Organize
trade customer. We will identify the opportunities together and then we will connect with
sales on how we can improve our sales at these areas.”
He first gathered the data from Market Reports in the system. He classified them by region.
Then, he needed the sales manager – region mapping to understand which sales manager
needed support and opportunity tracking. He asked where he could find “sales manager – sales
region mapping” to his team mate Kevin:
“Hey Kevin, can you help me on taking the mapping of the sales region-sales manager? I need it
on the sales region analysis.”
“OK, I think I have it but you have to check it with the Sales department if it’s updated or not.”
“OK, then who is the right person to contact?”
“He is Philip Kryon from Sales Development. Also they work on sales infrastructures and he has
deep knowledge on sales support projects. I advise you to have close contact with him for your
queries about the sales function.”
Mark immediately wrote to Philip to have relevant data but he received an “out of office”
message which said he would not be in the office for this week. So, he used the data coming
from Kevin that might be not updated. Mapping seemed OK to Mark as all regions were mapped
just one month ago. So, he did not mind it. His aim was showing his analysis one day before the
deadline, and taking the credit from John.
John liked the format that he had prepared, and he wanted him to contact with sales manager
Tim Richards about the analysis of his region & opportunities.
Mark immediately drafted an email to Tim Richards as below:
When he checked his emails after a while, he found Tim’s reply in his inbox:
“Hi Mark,
First of all, welcome to the team. Hope you will have very good time with Balva.
Regarding to your question, this region is not on me. It has changed last month. You have
to contact to Jonathan Kicks for that area. Also I couldn’t see the whole report, did you
attach it? Will be glad to see the report as well. Maybe I can check it for my actions.
Last but not least, what about taking some time at my region? It will be a good
onboarding for you.
Speak soon”

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