In early December 2020, the sales controller for Star Medical Equipment, Brazil, was working on the sales forecast for 2021. Sales in 2020 had been severely affected by the COVID-19 pandemic, but ultimately recovered, and the company had ended the year with about 7 per cent growth over 2019. Predicting the market demand for 2021 was uncertain, as the pandemic was not over and newer strains of the virus were afflicting different parts of the world, again and again. What was certain was that freight costs and transfer prices would increase significantly in 2021. If the sales controller attempted significant sales growth, the organization’s gains could be high; its success was uncertain, while a reduction in profitability was certain. He had to decide whether he should play it safe and follow global business guidelines to increase profitability or gamble with ambitious sales and market share growth plans for 2021.
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