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Question: Bachmeyer Foods is a large distribution company


Bachmeyer Foods is a large distribution company with more than 5,000 employees and gross sales of more than $900 million (2017). The company purchases salty snack foods and liquor and distributes them to independent retail stores throughout the United States and Canada. Salty snack foods include corn chips, potato chips, cheese curls, tortilla chips, pretzels, and peanuts. The United States and Canada are divided into 22 regions, each with its own central warehouse, salespeople, finance department, and purchasing department. The company distributes national and local brands and packages some items under private labels. Competition in this industry is intense. The demand for liquor has been declining, and snack food competitors like Procter & Gamble and Frito-Lay have developed new products and low-carb options to gain market share from smaller companies like Bachmeyer.
The head office encourages each region to be autonomous because of local tastes and practices. In the north-eastern United States, for example, people consume a greater percentage of Canadian whiskey and American bourbon, whereas in the West they consume more light liquors, such as vodka, gin, and rum. Snack foods in the South-west are often seasoned to reflect Mexican tastes, and customers in the North-east buy a greater percent- age of pretzels. Early in 2003, Bachmeyer began using a financial reporting system that compared sales, costs, and profits across company regions. Each region was a profit center, and top management was surprised to learn that profits varied widely. By 2006, the differences were so great that management decided some standardization was necessary. Managers believed highly profitable regions were sometimes using lower-quality items, even seconds, to boost profit margins. This practice could hurt Bachmeyer’s image. Most regions were facing cut-throat price competi- tion to hold market share. Triggered by price cuts by Eagle Snacks, national distributors such as Frito-Lay, Borden, Nabisco, Procter & Gamble (Pringles), and Kraft Foods (Planters Peanuts) were pushing to hold or increase market share by cutting prices and launching new products. Independent snack food distributors had a tougher and tougher time competing, and many were going out of business.
As these problems accumulated, Joe Qualley, president of Bachmeyer, decided to create a new position to monitor pricing and purchasing practices. Claire Clemmons was hired from the finance department of a competing organization. Her new title was director of pricing and purchasing, and she reported to the vice president of finance, Peter Washington. Washington gave Clemmons great lat- itude in organizing her job and encouraged her to establish whatever rules and procedures were necessary. She was also encouraged to gather information from each region. Each region was notified of her appointment by an official memo sent to the 22 regional directors. A copy of the memo was posted on each warehouse bulletin board. The announcement was also made in the company newspaper.
After three weeks on the job, Clemmons decided two problems needed her attention. Over the long term, Bachmeyer should make better use of information technology. Clemmons believed information technology could provide more information to headquarters for decision making. Top managers in the divisions were connected to head- quarters by an intranet, but lower-level employees and salespeople were not connected. Only a few senior man- agers in about half the divisions used the system regularly.
In the short term, Clemmons decided fragmented pricing and purchasing decisions were a problem and these decisions should be standardized across regions. This strategy should be undertaken immediately. As a first step, she wanted the financial executive in each region to notify her of any change in local prices of more than three per- cent. She also decided that all new contracts for local purchases of more than $5,000 should be cleared through her office. (Approximately 60 percent of items distributed in the regions were purchased in large quantities and sup- plied from the home office. The other 40 percent were purchased and distributed within the region.) Clemmons believed the only way to standardize operations was for each region to notify the home office in advance of any change in prices or purchases. She discussed the proposed policy with Washington. He agreed, so they submitted a formal proposal to the president and board of directors, who approved the plan. The changes represented a com- plicated shift in policy procedures, and Bachmeyer was moving into peak holiday season, so Clemmons wanted to implement the new procedures right away. She decided to send an e-mail message followed by a fax to the financial and purchasing executives in each region notifying them of the new procedures. The change would be inserted in all policy and procedure manuals throughout Bachmeyer within four months.
Clemmons showed a draft of the message to Washing- ton and invited his comments. Washington said the message was a good idea but wondered if it was sufficient. The regions handled hundreds of items and were accustomed to decentralized decision making. Washington suggested that Clemmons ought to visit the regions and discuss purchasing and pricing policies with the executives. Clemmons refused, saying that such trips would be expensive and time consuming. She had so many things to do at headquarters and said that the trips were impossible to schedule. Washington also suggested waiting to implement the procedures until after the annual company meeting in three months, when Clemmons could meet the regional directors person- ally. Clemmons said this would take too long because the procedures would then not take effect until after the peak sales season. She believed the procedures were needed now. The messages went out the next day.
During the next few days, e-mail replies came in from seven regions. The managers said they were in agreement and were happy to cooperate.
Eight weeks later, Clemmons had not received notices from any regions about local price or purchase changes. Other executives who had visited regional warehouses indicated to her that the regions were busy as usual. Regional executives seemed to be following usual pro- cedures for that time of year. She telephoned one of the regional managers and discovered that he did not know who she was and had never heard of her position. Besides, he said, “we have enough to worry about reaching profit goals without additional procedures from headquarters.” Clemmons was chagrined that her position and her suggested changes in procedure had no impact. She wondered whether field managers were disobedient or whether she should have used another communication strategy.
QUESTIONS
1. What types of control did Clemmons appear to be using at Bachmeyer? What are her assumptions about her control over people in the plants?
2. Why do you think her communication attempt to change procedures received little response?
3. What advice would you give Clemmons about communicating future changes in purchasing procedures?


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