Efficiency of Sales Management in Maritime Industry : Case company: CMA CGM Vietnam
Nguyen, Trang (2016)
Oulun ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120218853
https://urn.fi/URN:NBN:fi:amk-2016120218853
Tiivistelmä
The thesis is written with the aim to solve the current difficulty of a logistic company belonging to the second biggest logistics firm in the world, CMA CGM. The main concentration to analyze and evaluate is Sales team management of the company in Vietnamese market in maritime industry. Vietnam possesses a huge advantage of various big harbors, located in golden position within Asia area for sea trading and commercial. That is why the market is getting more and more attractive to not only case company but also with other rivals such as CGM and Mearsk. Therefore, how the case company apply sales strategies to the market, how they manage loyal customers and how they are planning to gain more market share will be mentioned specifically via different perspectives.
Firstly, the theory based on Sales Force Effectiveness Framework of Zoltners, Sinha and Lorimer will be applied for CMA CGM Vietnam. This framework helps to provide overall picture of Sales Department in the case company, including structures, roles and activities. By this way, the author can track the sales performance and recognize in which phrase Sales Department can improve better. Also, the thesis will follow the structure of top-down analyzing by doing market research from a global industry level. In this step, basic knowledge about sea-freight logistics industry will be provided to help readers gain an overview about the topic of the thesis. Then, Vietnam sea freight market with current information will be obtained and finally, thesis will focus on the case company. During the whole process, an interview with Ms. Nguyen Thu Trang, Sales Manager of CMA CGM Vietnam will be conducted in order to have a deep understanding about the current situation, challenges and obstacles, key objectives in year 2017 and improvement plan of the company.
In the end, author of the thesis expect to propose an action plan, together with Sales Manager of the firm, to contribute to common development of Sales force organization via all collected data and personal acknowledge.
Firstly, the theory based on Sales Force Effectiveness Framework of Zoltners, Sinha and Lorimer will be applied for CMA CGM Vietnam. This framework helps to provide overall picture of Sales Department in the case company, including structures, roles and activities. By this way, the author can track the sales performance and recognize in which phrase Sales Department can improve better. Also, the thesis will follow the structure of top-down analyzing by doing market research from a global industry level. In this step, basic knowledge about sea-freight logistics industry will be provided to help readers gain an overview about the topic of the thesis. Then, Vietnam sea freight market with current information will be obtained and finally, thesis will focus on the case company. During the whole process, an interview with Ms. Nguyen Thu Trang, Sales Manager of CMA CGM Vietnam will be conducted in order to have a deep understanding about the current situation, challenges and obstacles, key objectives in year 2017 and improvement plan of the company.
In the end, author of the thesis expect to propose an action plan, together with Sales Manager of the firm, to contribute to common development of Sales force organization via all collected data and personal acknowledge.