A three-year sales strategy : Case: Finland's sales office
Järvinen, Linda (2011)
Järvinen, Linda
Arcada - Nylands svenska yrkeshögskola
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011062712452
https://urn.fi/URN:NBN:fi:amk-2011062712452
Tiivistelmä
The ultimate goal of this research was to form a three-year sales strategy for a Case Company, because the strategy needed to be renewed after the economic crisis in 2009. Economic crisis caused Case Company’s sales to decrease rapidly, so the only option was to come up with new ideas and make bold moves to save the situation. To be able to form a sales strategy, complete analyses were conducted about internal and external environments. Qualitative data collection methods were used e.g. several informal interviews with the CEO and employees of the Case Company and a questionnaire for a few employees to get an image of how people perceive Case Company and what kinds of changes they felt should be made within Case Company to be able to beat external environment changes. Also a wide range of literature was gone through, e.g. annual reports of competitors, so that the author would have an image of challenges in the market that Case Company would have to meet. The results gotten through interviews, questionnaire and lit-erature, were beyond author’s expectations and many issues and challenges were brought up with all of the research methods used. Main challenges were unclear organizational structure and job descriptions, and Case Company lacked a clear outlining of where it was heading and a strategic advantage. Most radical changes were made to the organizational structure and job descriptions, but also the emphasis of products and services sold was directed to more service driven direction, which gave Case Company a clear strategic advantage compared to competitors. Customer seg-ments were evaluated and a strategic choice of targeting large customers was made to achieve the three-year goals best. The final strategy formulated was a mixture of increased services and inno-vative solutions.