Question

Develop an appropriate performance appraisal for Mark Anderson upon the end of his 3-year assignment in India as the head of International sales and marketing. Taking into consideration the organizational structure (ethrocentric), Describe the particulars of Mark’s performance appraisal. Who will conduct the appraisals? What will he be measured on? Any other information you feel is necessary.

Answer 1

Performance appraisal for the head of international sales and marketing would mostly focus on the annual sales and the return on investment gained over the years. Considering the enthnocentric organisational structure, we need to focus more on a general scale of performance measurement to avoid any bias during the process.

While judging performance, organizations should consider the following factors through out the period of 3 years.

1. The return on investment for the amount spend on marketing and building campaigns.
2. Reach gained as a result of the marketing done. Is there a stark difference in sales demand before and after the marketing efforts?
3. Time to market : Is it shorter than the competitors?
4. Resposiveness to customer demands : Are the customers satisfied by the speed at which the organization responds to the concerns raised by them?
5. Pricing : Are the customers willing to pay the price? and is the pricing able to bring in profits to the organization?
6. Customer satisfaction. This is the main point to be noted while judging performance appraisals. This depends on how the customers are taken care of right from the first contact with the organization onto the services demanded post sales.
7. Quality check: To what extend does the product qualify all standard quality measures like ISO 9001.

The measurement of these factors should be done on a 5 point likert scale, with 5 being the maximum and 1 being the least score for the particular factor in consideration.

Once the factors are scored based on the performance at the end of 3-years, the weighted average is calculated.

• If the score is greater than 4 ---> the perfomance can be considered as progressive. And measures can be taken to keep up the progress.
• If the score is from 3 to 4 ---> the performance is average and needs to be improved in the coming years.
• If the score is from 2 to 3 ---> the performance is not upto the mark and if this continues in coming years, there are chances of shutting down the organization.
• If the score is less than 2  ---> Analysis must be done on the root cause for such a bad performance and there needs to be some base level strategic changes to stay in the market.