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Ashutosh Atreya
Bhanu Kumar
Sachin Sitani
Satish
Vishnu Praveen
COMPANY BACKGROUND
Allentown materials corporation was a leading
manufacturer of specialty glass whose reputation
was built on a strong capability in invention and
manufacture of glass products supported by a
robust Research and Development Department.
Don Rogers was heading the Electronics Product
Division which specialized in manufacturing high
quality electronic components such as capacitors
and resistors and the division sold to both the
public and private sector in the U.S.A.
PROBLEM STATEMENT
Don Rogers took over as Vice President and General
Manager of EPD after the untimely death of Joe Bennett,
the previous VP and GM, in 1990.
Upon taking up office, Don decided to divide the marketing
and sales department into two separate departments and
this lead to friction between the two departments.
The Marketing function was also given the responsibility of
new product development, thus putting it at loggerheads
with the Product Development division.
The sales and profitability of EPD had declined over the
two years of 1991 and 1992 and Rogers was unable to
understand whether the drop in sales was due to the
conflicts between functions or whether the conflicts arose
due to poor sales performance of EPD.