WESCO Distribution, Inc.

AABID BAINS (15P001)

AASHIMA MITTAL (15P002)
DEEPANKAR MUKHERJEE (15P016)
KARTIK SINGH (15P028)
MAYANK RAJPUT (15P031)
DHVANI SHAH(15P047)

SITUATIONAL ANALYSIS:
The case seems to be about customer engagement

and relationship building. Wesco distributions is at a

junction where it needs to increase its revenue and a
significant part of its revenue is linked to the
successful implementation of the national accounts
program.

Type of customers
Electrical Consumers
Industrial Consumers
CIG Consumers

Future path for the company

Jim Piraino understands his customer requirements are

changing, this provides the company a unique opportunity to

improve market relation and profitability if they can provide
some value to the customers
There is also a need o link this opportunity to the goal, which
is to achieve the growth rate of 6% to 8 % in sales and 12% to
16% increase in profitability
There are two ways of looking at it
1. through acquisitions of other companies: will
contribute to half the revenue growth
2. National Account was expected to contribute to the profit
growth

RELATIONSHIP LEVELS

Highest Level

NAM and corporate headquarters

of the customer

Regional Level

Branch Manager and the local level

distributors

Field Level

Sales representatives need to

balance between the hunter
approach and the farmer approach

Challenges in National Accounts Programme

Proactive or Passive
Hunter Mentality vs Farmer Mentality of sales Rep

( Conflict for sales rep while approaching electrical

customers and the Industrial customers )
Difference in consumer Expectations for the
requirements and services
Requires a realignment of strategy for NA to succeed
Challenge of the competitors
Customers expectations were changing however not
changing uniformly

Increasing the quality of service and thus increasing

the investment ( Exhibit 11 )

Value added services required by customers
Prianos Classification of National Accounts
Program- Key, Focus and Others
Customer treat as non exclusive deals and looking
for non EES products

Challenges for NAM

They were expected to meet regularly with the

customers corporate purchasing staff, ensure

compliance to the volumes agreed upon in the NA
contract, build relationships with local plant personnel,
and facilitate relationship building between WESCOs
branch sales reps and the NA customers local plant
personnel.
Selection of NAM was also very tough
A lot of time went to work for a few NA clients
Process stalled in implementation leads to lower profits

Relationship with NA customers