PROPOSAL FOR STRATEGIZING THE SALES ORGANIZATION : Improving the current sales performance of MHG Tracking service in Russia
Kalashnikova, Regina (2011)
Kalashnikova, Regina
Mikkelin ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201201151346
https://urn.fi/URN:NBN:fi:amk-201201151346
Tiivistelmä
The rising competition pressure and customer expectations make companies concentrate more on how the selling could better convey the results of the marketing to a successful outcome. The role of a sales organization in the overall business performance is particularly significant when strategic customer relationships have a high commercial value and require differentiated and advanced approaches. An efficient organization and management of sales activities corresponding to the corporate long–term objectives and business strategy should result in enhanced sales performance.
The aim of this study is to identify the key areas that influence the eventual sales performance in the case company, analyse the possible reasons for present sales inefficiencies, and develop a proposal for strategizing the current sales organization for MHG Tracking service that would be adapted to the B2B environment of the Russian cargo transportation and courier delivery industry.
The theoretical part of the research covers the theory concerning the role of sales in a company’s overall business performance, processes and activities that constitute strategic sales organization development, building and managing selling process and strategic account management. The study applies a qualitative research method based on 9 in-depth interviews conducted with business executives from the two aforementioned target markets. The purpose for this data collection was to develop a better understanding of particularities of the chosen target markets, the specificity of their business operations, and the needs or operational challenges to be addressed by the service offering. The empirical part based on the synthesis of the proposed theoretical framework provides the analysis of the current situation in the target markets, the industry of analogical service solutions, and the present sales organization in the company.
The results of the research and its findings provide the company with an insight about the starting point in the sales planning process, and present the developed and justified propositions for structuring the selling process, managing different accounts on the basis of developed customer portfolio and strategies for key account management. Apart from provided solutions, the presented implications can be utilized by the company for an actual sales strategy development.
The aim of this study is to identify the key areas that influence the eventual sales performance in the case company, analyse the possible reasons for present sales inefficiencies, and develop a proposal for strategizing the current sales organization for MHG Tracking service that would be adapted to the B2B environment of the Russian cargo transportation and courier delivery industry.
The theoretical part of the research covers the theory concerning the role of sales in a company’s overall business performance, processes and activities that constitute strategic sales organization development, building and managing selling process and strategic account management. The study applies a qualitative research method based on 9 in-depth interviews conducted with business executives from the two aforementioned target markets. The purpose for this data collection was to develop a better understanding of particularities of the chosen target markets, the specificity of their business operations, and the needs or operational challenges to be addressed by the service offering. The empirical part based on the synthesis of the proposed theoretical framework provides the analysis of the current situation in the target markets, the industry of analogical service solutions, and the present sales organization in the company.
The results of the research and its findings provide the company with an insight about the starting point in the sales planning process, and present the developed and justified propositions for structuring the selling process, managing different accounts on the basis of developed customer portfolio and strategies for key account management. Apart from provided solutions, the presented implications can be utilized by the company for an actual sales strategy development.