Case study MKT 268
Prestwick is a large multinational corporation that manufactures
and sells furniture and kitchen and bath fixtures; it also has a
group of 20 luxury resort destinations in France and Germany.
Thanks to rapid expansion, Prestwick has been able to offer
many benefits to its corporate headquarters employees,
including a fitness center with a full-size gym. However, over
the years, the size of the firm at corporate headquarters has
grown tremendously (from 1,500 to over 2,500 employees),
resulting in the fitness center becoming more and more crowded.
On many days, employees can't get on a treadmill or find room
to work out because of the large number of employees trying to
use the facility. Currently Prestwick is managing the fitness
center itself, staffing it with a small group of employees who
oversee the operations there. Amanda Hightower is a
salesperson for Bally Total Fitness Concepts. Bally works with
firms like Prestwick and designs and outfits new and remodeled
fitness centers. Amanda was called by Jerry Mays, an assistant
in the HR department, who told her that Prestwick could really
use a larger and more comprehensive facility. However, Jerry
asked that his name not be used when Amanda called on the
firm. Amanda made an appointment to meet with Barb
Granroth, vice president of human resources for Prestwick, to
discuss Prestwick's current fitness center and how Bally could
improve it. Specifically, Amanda is planning to discuss creating
a larger fitness center with new equipment. Amanda also intends
to suggest that the larger and remodelled facility be managed
and staffed by Bally personnel.
Questions
1. List objections you think might occur during this first meeting
with Barb. Make any assumptions necessary to develop this list.
2. Describe how you would respond to each objection listed in
Question 1. Be sure to label the methods. Make any assumptions
necessary to create your responses.
Students should provide a minimum of 3 objections. This
model can be used to solve the case study.
Objections Examples Response Examples Methods with definition
