The case is about sales force management challenge of the Regional Manager—North of KRC, a tyre manufacturing and marketing company in India. The performance of one of the long serving sales executive Ramandeep is under the scanner. He had been a very good performer in the past, but is unable to give similar level of performance in the increasingly competitive markets. The dilemma presented here is regarding the impact of the Regional Manager’s decision on the sales performance of Ramandeep, the other sales executives of the branch and the region. It also has long-term impact on the motivation of the sales team across the region as well as overall performance of the region. The case deals with issues related to the changes necessary in the sales force as the industry evolves and becomes more competitive. It highlights the dilemmas regarding the choices to be made and how to implement the sales strategy through a well established distribution system of branch and channel members.
