Case study : sales strategy for a manufacturing company
Duray, Alexander (2019)
Duray, Alexander
2019
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019112121841
https://urn.fi/URN:NBN:fi:amk-2019112121841
Tiivistelmä
Company X is a global diesel engine manufacturer with a history of more than 75 years. During its existence Company X has been part of many corporations; Corporation A, Corporation B, Corporation C, Corporation D and since 2004 the latest parent corporation, Corporation Y. The recent history has affected the brand name immensely and as the sales focus was shifted to internal and existing customers, there are no established way of selling nor an existing strategy.
The aim of the thesis is to define a working sales strategy for Company X’s diesel engine sales. This research will identify the strengths and weaknesses of the company, as well as limitations set by the Corporation Y and the requirements of the market. To achieve these targets the thesis utilizes qualitative research, including utilization of various documents such as market research, competitor data and qualitative interviews conducted with key personnel from Company X.
The industry Company X operates in is well-defined with many strong competitors and a set out way of working. As the business-to-business sales and purchasing habits have changed drastically over the years the target of the research is to define the best suited sales strategy for Company X to succeed in selected target market. This research will provide a clear sales strategy including the recognition of shortcomings Company X has and the steps that need to be taken to increase its market share and to successfully implement the proposed sales strategy.
Due to confidentiality reasons the name of the company, its competitors, the current and former owners of the company are anonymized as well as the company employees inter-viewed will only be referred to be title. Some references are left out due to clear references to the names of companies involved or research data not being publicly available.
The aim of the thesis is to define a working sales strategy for Company X’s diesel engine sales. This research will identify the strengths and weaknesses of the company, as well as limitations set by the Corporation Y and the requirements of the market. To achieve these targets the thesis utilizes qualitative research, including utilization of various documents such as market research, competitor data and qualitative interviews conducted with key personnel from Company X.
The industry Company X operates in is well-defined with many strong competitors and a set out way of working. As the business-to-business sales and purchasing habits have changed drastically over the years the target of the research is to define the best suited sales strategy for Company X to succeed in selected target market. This research will provide a clear sales strategy including the recognition of shortcomings Company X has and the steps that need to be taken to increase its market share and to successfully implement the proposed sales strategy.
Due to confidentiality reasons the name of the company, its competitors, the current and former owners of the company are anonymized as well as the company employees inter-viewed will only be referred to be title. Some references are left out due to clear references to the names of companies involved or research data not being publicly available.