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Conflict Management with Sales Partners at Hp

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Case Study: Conflict Management with Sales Partners at HP
Case Study: Conflict Management with Sales Partners at HP

Adrià Rodríguez Porras
Student ID: 1300014
Course: Management Science (Marketing)
Summer Semester 2014
Adrià Rodríguez Porras
Student ID: 1300014
Course: Management Science (Marketing)
Summer Semester 2014

Hewlett-Packard Company (or HP) is an American multinational information technology corporation specialized in providing hardware, software and services to consumers, small- and medium-sized businesses (SMBs) and large enterprises. In 2012 it was the world's largest PC vendor by unit sales. [1]
The purpose of this illustrative case study is to describe the company’s adopted strategy used to reach this privileged position. By means of analysing HP’s sales system, sales channels and the recent conflicts with some partners, we will try to find out not only what has sparked these problems but also help prove a solution for this undesirable situation.
Hewlett Packard’s sales system
Reaching those levels of worldwide excellency requires a very well-defined marketing strategy, since they not only market their products directly but also via partnerships. That is why they invest time and energy in attracting, training and keeping valid partners. A good example of that is the PartnerOne program.[2]
When designing the sales system, HP pondered who was going to undertake the selling activities (selection of sales entities) and how was meant to combine these entities into sales channels (design of sales channels) in order to deliver the maximum possible value to their customers.
Strictly speaking, HP’s sales system is something of a hybrid because they directly serve customers themselves, but since most of their activity is highly dependent on external sales entities (their partners) who are legally independent from the company, we will

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