Global Container (GC) is a large manufacturer of plastic containers for a variety of liquids, from beverages to industrial fluids. Its products are marketed worldwide through a well-established channel of distribution. Recently Maiko Sakane, Director of New Product Development for GC, returned from a vacation in the Bahamas with what she thought was a great new product idea. After a week of lying on the beach and watching the sights, Maiko discovered something interesting about snorkelers. Most of them bring their snorkeling equipment to the beach in a rather haphazard way. Either they attempt to carry their masks, fins, gauges, and so on, looselyoften dropping several of the items into the sand or they put everything into a mesh bag. The divers' gear is a bit disorganized in the mesh bag, but the carrier appears to work well. The only problem is finding a place to put the bag once the gear is removed.

Maiko believes there is unfulfilled need in the marketplace for a product that will help snorkelers carry their gear onto the beach. Therefore, she created the Snork-All, a lightweight plastic device that easily carries a diver's fins, mask, knife, various gauges, an underwater camera, and related equipment. The Snork-All could easily snap on to any belt or bathing suit the diver is wearing. Being an expert in plastics, Maiko believes this product represents an opportunity for GC to diversify its product line and expand into new markets.

Once back in the States, Maiko presented her new product idea to a somewhat disenchanted CEO and senior management team. Several members of the management team liked the idea, and so did the sales manager and other salespeople. But management was uncertain about what action to take since the company's previous experience was in an entirely different industry. Management's major concerns were the potential sales of the proposed new product. With no knowledge of total market potential, and ultimately without a sales forecast for Snork-All, GC management resisted backing the idea. While Maiko is a brilliant idea person, her expertise in marketing planning and forecasting is limited.

In order to accomplish Snork-All project, you have been appointed as the Sales Director to head the sales department for Snork-All project. You are responsible for setting up a sales force team, including analyzing market and sales potential, recruiting sales force, developing sales force motivation program and compensation plan.

Based on the above information, explain a report covering all the tasks below:

1)

• Global Container growth strategy
• BCG matrix category for Snork-All

2) Determine market potential for Snork-All

• Address market potential
• Address sales potential
• Address sales forecast

3) Develop a profile of ideal sales force candidate for Snork-All

• Job descriptions
• Job qualifications