Westridge Cabinets: The Account Management Decision
In November 2015, Westridge Cabinets (Westridge) was facing a sales decline of approximately 35 per cent. Westridge manufactured and sold kitchen cabinets for the new home market, the home renovation market, and both the low-rise and high-rise multi-unit markets. The company was based in Alberta, Canada, which had been hit hard by a 75 per cent drop in world oil prices in the last year. Westridge was re-evaluating its sales strategy and considering three alternative structures for the account management team: leave the existing system in place, but with a renewed focus on growth; off-load some of the order-management and customer-care responsibilities of the account managers to allow them to focus more attention on winning new contracts; or add new account managers to generate new business, and allow the existing team to focus on existing customers. The situation was urgent.