Reliable Tool Company Manufactures Hubs and Axles for the Trailer

question 110

Essay

Reliable Tool Company manufactures hubs and axles for the trailer and heavy truck industry. Though the customer base is small, monthly sales at Reliable are approximately $1 million. "You might say we have all of our eggs in one basket," says owner Arthur Deetz. Reliable Tool has captured "a small piece of the pie" but is the sole supplier of hub and axle components to its customers; therefore, it is critical that a competent sales force be maintained in order to nurture those few but large accounts. Ninety-five percent of Reliable's customers are located in Michigan, Ohio, and Indiana. Travel time to all customers is short but, given the nature of the industry, time spent with each customer is essential.
-Will an inside or outside sales force benefit Reliable Tool more?

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Definitions:

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Consumer's Point

The perspective or viewpoint of consumers regarding a product, service, or brand, influenced by their needs, preferences, and experiences.