Materials Engineers

Sam Blackburn

Mark Edwards

Bill Frederickson

Jerry McLean

Don Pettinga

Roger Veenstra

Merideth Baxter

Sally McBride

Samuel Garcia

Juanita Fernandez

Packaging Engineers

Chris Clarkson

Daniel Liske

Martha Stanwick

David Elhart

Development Engineers

Max Hartwell

Robert Jansen

Michael Mohr

Carlos Gonzales

Administrative Assistants

Rebecca Minsky

Melissa Blackwell

CAD Operators

Bill White

Fred Brunswick

Alfred Miller

Milo Milkowich

Stu Petter

Steve Reynolds

Vinh Nguyen

Aroon Trinh

Daphne McGill

Erma McCormick

Research Program Managers

Pablo Kraker

Malcolm Maddox

Joseph Hightower

Marketing Information System

The firm is attempting to consolidate customer information to deliver better value to the customer. The firm has historical records in many disparate databases, as well as in paper files and microfiche. Below is a listing of information the firm has available to consolidate into a CRM system.

Historical Sales

Riordan has a system to track historical sales. In the past, most sales data was recorded using paper and pencil. In the last few years, the firm has managed the information electronically. Information available includes the following:

Dates including order, delivery, and payment dates by order.

Unit and dollar volume of each product including plastic bottles, fans, heart valves, medical stents, and custom plastic parts rolled up to be examined by product group and customer.

Sales by customer to include price paid, cost, margin, and discount given.

Files of Past Marketing Research, Marketing Plans, and Design Awards

The marketing organization wants to build on past knowledge. As a result, past marketing plans and results from past market research studies are stored in a file cabinet in the marketing department. The firm has a showcase in the lobby to display the various design awards earned. The firm is assessing the possibility of hiring a part-time college student to scan the documents electronically.

Sales Database

The company has 15 - 20 major customers, including a government contract for fans. The firm has 12 minor customers. Each member of the sales force maintains his/her own set of customer records using a variety of tools. Some sales team members use paper and pencil, others sales management software such as Act, and others a hybrid. In order to better understand and anticipate customer needs, the firm is evaluating a new integrated customer management system to accompany the new team selling approach that will be soon rolled out.

Production Records

The production plan maintains records of the number of units produced of each item by shift, which can be rolled up to the product group and year.

Profit and Loss Statements by Item and Group

The marketing department, with the support of the finance and production departments, maintains profit and loss statements, by item and by group.

Marketing Budget

The firm has historical and current annual budget allocations for marketing communications and marketing research.

Marketing Communications activities include:

Sales force promotions

Price / volume discounts to key accounts

Public relations

Brand development

Tradeshows, events, and sponsorships

Customer user group underwriting

Literature and other collateral material

Marketing Research expenditures include:

Market size / opportunity studies

Customer focus groups

Brand development research

Marketing Budget Anticipated Results

Two year plan to reach the $50 million revenue mark. This objective was developed collaboratively with Dr. Riordan along with the executive team. It incorporates the input of the line managers closest to the day-to-day operations. The objective will be achieved through:

Increased sales to existing customers by increasing sales force promotions, price discounts, and customer user group services.

Expanded sales to new customers by implementing public relations activities, trade shows, brand development and sales force promotions.