Candym Enterprise's Sales Trends: A Case Study

Candym Enterprise Case Study
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Candym Enterprise Case Study
Customer relationship management is essential for success in the giftware industry. Due to low switching barriers for retailers, it is imperative that actors in this commercial space give their clients a strong reason to stay through delightful services that further contribute to bottom line success. It is also crucial to seek global opportunities that will continually encourage interactions between suppliers and retailers. Another way to thrive in this industry is to invest in quality educational programs and events which, in turn, promotes personal and corporate growth. Candym Enterprise can reverse it dropping sales by considering these success factors.
Candym’s clientele is broadly subsumable into independent retailers and national retail accounts. The first account consists of about 3,500 independent retailers; the organization uses 40 independent sales representatives to service all of them. On the other hand, national retail accounts are around 40 only, but are high volume and high value, generating $200,000 in annual revenue.
Stiff competition in the giftware industry presents a huge challenge for Candym. Moreover, the competitors are concentrated in Southern Toronto. In fact, 825 decentralized companies – an equivalent of 75 percent of all exhibitors at the CGTA – are located in Southern Ontario alone. Besides the saturation of companies in this commercial space, each giftware company offers product lines with little differentiation of products within individual categories. Some of the identifiable major competitors Candym has to deal with are Samaco Trading Ltd., Abbott of England, and Ganz. Samaco Trading Ltd. further poses a threat since to Candym since it is located in Richmond Hill, Ontario – territory #...