An Evaluative study on the performance of the GMA route sales force of Magnolia Corporation's frozen desserts and snacks business

• Main Authors: Cruz, Ma. Alita Z., Lo, Konnie O., Pe, Pearlie U., Tiu, Gladice S.
• Format: text
• Language: English
• Published: Animo Repository 1992
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16867
• Institution: De La Salle University

This practicum paper on Magnolia Corporation, focusing on Frozen Desserts and Snacks, gives an overview of the company's history, nature of business, its organizational set-up, product lines, market served and location, its competitors and their strategies. An account of the training undertaken by the practicum members for four hundred hours is also mentioned in this paper. The strengths and weaknesses of the company itself and the opportunities and threats that might affect it, as the group observed, are likewise identified. Perceived marketing problems of Magnolia were also analyzed to better improve the performance of the company's sales force. The practicum members went route riding with salesmen and observed their activities. Such findings were compared against the standard set by Magnolia. Some activities were performed dutifully by all salesmen. However, there are certain tasks which the salesmen failed to perform. The group probed into the details to find out the reasons for the failure to perform such tasks. And from these reasons, the group was able to come up with conclusions and recommendations to bridge the gap between the standard and actual performance of salesmen. Few of these recommendations are: holding training programs with sufficient frequency, review of itineraries, stricter supervision, use of smaller vans (costing P0.8 Million which is P0.7 Million cheaper than larger vans), and better coordination with different service groups. If Magnolia Corporation implements the above recommendations, it will incur minimal costs. On the other hand, the use of smaller vans will help the Company realize a savings of P 736,985 per unit replaced in the long run.