Anytime Distribution - A Case of Gender Differential in Sales Performance

Anytime distribution’s (AD’s) third quarterly sales review meeting took place on April 5, 2017, at the company’s headquarters in Karachi. The National Sales Manager (NSM) Umar Arshad gave his presentation concerning the organization’s sales performance with respect to three customer segments as follows: modern trade, wholesale and retail. It was evident from the sales graph that the sales volume of the wholesale channel had been declining consistently for the past sixmonths. The NSM reported that the reason for this decline was the newly transferred wholesale manager’s poor performance. Arshad urged the Country Manager (CM) to transfer this wholesale manager to modern trade because she was unable to meet her targets in wholesale. Instead of attracting new customers and increasing the customer base, the company was losing its existing customers. Arshad was also afraid of losing the company’s market share.