7.1. Setting the Scene

Pharma Inc. markets drugs addressing several therapeutic areas, competing for market share and revenue with other companies doing the same thing. Rick Fincham, a recently hired sales manager for Pharma Inc., is responsible for U.K. operations. He has been in his position only three months, having previously been a senior account executive with a larger company. Although as an industry veteran Rick is very familiar with the general landscape, he has yet to come to terms with the nuances of exactly how Pharma Inc.'s operations run and perform.

Even though the markets view Pharma Inc. as generally doing well, executive management thinks that the company has lost ground recently. So, early in 2009, Rick is chartered to look into the recent performance of his sales force to shed light on some issues related to the perceived decline. He himself sees this as a chance to get better acquainted with exactly what happens in the field and why.

More specifically, Rick's manager, the vice president of sales and marketing, has asked him to:

• Verify the claims of the marketing group that a limited promotion they ran for Pharma Inc.'s major product from May through December 2008 was very successful.

• Determine if there are regional differences in performance relative to sales of Pharma Inc.'s major product.

Outside of work, Rick is a keen golfer and plays regularly with his partner, Arthur Ford, who is an engineering manager at a high-tech manufacturing company. While Rick was in his previous position, Arthur had convinced him to use JMP for data analysis. Knowing how visually oriented JMP is, Rick sees that it would be very useful in exploring the data that he intends to collect for the task at hand. He also knows that if he needs help he can count on his golfing buddy to give him guidance!