lan Renton is the newly appointed sales manager at Denham Pharmaceuticals, a medium sized company (small by comparison t

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lan Renton is the newly appointed sales manager at DenhamPharmaceuticals, a medium sized company (small by comparison tocompetitor) in the are of over-the counter drugs and proprietarymedicines prescription. In its early years, the company grewrapidly, marketing several related drugs developed by the foundersof the business and a highly motivated and innovative researchteam. Selling by five or six representatives concentrated onwholesalers and larger chemist outlets. The importance ofspecifies, namely, general practitioners and hospitals, had alwaysbeen recognized but the company did not have the resources to callpersonally on all UK doctors and pharmacists. The current salesforce is 18 in number, some of whom have been seeking out specifiesin response to leads and inquiries. These calls have been provingvery effective in sales terms, although the link betweenspecifying, stocking and end users has been hard to identify. Ianwants to encourage more detail calling as well as improving saleseffort on existing accounts. A new remuneration package seems to berequired to achieve these objectives.
Questions
1. Design a suitable remuneration package (20 marks)
2. Point out the possible advantages and disadvantages in yourown plan. (20 marks)