Development of Sales: Russian Customers in Pulp and Paper Industry : Case: Bellmer Vaahto Paper Machinery Oy
Shalygina, Anastasia (2018)
Shalygina, Anastasia
Lahden ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120520160
https://urn.fi/URN:NBN:fi:amk-2018120520160
Tiivistelmä
The study was carried out in cooperation with Bellmer Vaahto Paper Machinery Company, located in Finland. One of the goals in the research was to analyse Bellmer Vaahto Paper Machinery Company’s current sales and marketing position in the sphere of paper industry in action of work with Russian market. The primary purpose of the research was to help the company to find most suitable customer-oriented approach for current and future long-term Russian customers’ partnership with next realization of operations and successful sales business.
The thesis was conducted using both empirical and theoretical frameworks. Theoretical part included the reliable secondary sources which were collected from the Internet and aca-demic literature. The data, published in the theoretical sources, presented notion of terms with abductive method about B2B sales, customers’ decision-making process, buying criteria, special handlings with sales process and inquiries and sales environment in business. Empirical framework included qualitative research of semi-structured in-depth interviews conducted with Russian representative of Bellmer Vaahto, Russian customers and Bellmer Vaahto’s workers. The interviews illustrated the customers and employers’ personal opinions which had been taken as an advantage for the progressive resulting of the development plan for the thesis conclusion.
The study results show that Bellmer Vaahto Paper Machinery Company has had a success-ful business partnership with Russian customers despite applying some new sales methods and strategies. The goal of these new methods and strategies is meant to increase the amount of sales in Russian market at the same level as with other customers, which has not been achieved yet. The thesis together with the research aim to support the company to focus on understanding customers from Russia and develop the sales with the results of the research and customers’ priorities, and taking into consideration the main factors of trade.
The thesis was conducted using both empirical and theoretical frameworks. Theoretical part included the reliable secondary sources which were collected from the Internet and aca-demic literature. The data, published in the theoretical sources, presented notion of terms with abductive method about B2B sales, customers’ decision-making process, buying criteria, special handlings with sales process and inquiries and sales environment in business. Empirical framework included qualitative research of semi-structured in-depth interviews conducted with Russian representative of Bellmer Vaahto, Russian customers and Bellmer Vaahto’s workers. The interviews illustrated the customers and employers’ personal opinions which had been taken as an advantage for the progressive resulting of the development plan for the thesis conclusion.
The study results show that Bellmer Vaahto Paper Machinery Company has had a success-ful business partnership with Russian customers despite applying some new sales methods and strategies. The goal of these new methods and strategies is meant to increase the amount of sales in Russian market at the same level as with other customers, which has not been achieved yet. The thesis together with the research aim to support the company to focus on understanding customers from Russia and develop the sales with the results of the research and customers’ priorities, and taking into consideration the main factors of trade.