Complete Case details are given below :
Case Name : Optima Business Group: Leveraging Information Technology for Salesforce Enablement
Authors : Ritu Mehta, Debabrata Ghosh
Source : Ivey Publishing
Case ID : W15139
Discipline : Marketing
Case Length : 11 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Optima Business Group (OBG), a consumer packaged goods firm, achieved significant improvements in its sales and distribution processes through the implementation of sales force automation (SFA). The implementation was carried out in the urban markets of OBG, but it was not an easy journey. The chief technology officer has to decide whether OBG should implement SFA in its rural markets and, if so, how it should be executed. What are the risks and benefits of implementing the system? Competitors are fast leveraging information technology in other functions such as finance, HR and vendor management and OBG needs to catch up. Finally, competitors of OBG are adopting innovative methods to share the costs of IT implementation (e.g., handheld devices) with their partners. Faced with different options, and a unique terrain of conducting business in the emerging economy of India, the chief technology officer has to decide on OBG’s future IT strategy.
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