Analysing and Improving the Sales Strategy and Process

Abstract

In this thesis the intention is to identify and analyze the sales strategy and sales process of Robert Bosch Oy, which is a subsidiary of the multinational Robert Bosch GmbH. This thesis focuses on the mobility solutions business sector. The reason behind this research is to illuminate the problems the organization faces in implementing their sales strategy and sales process, and then offer improvement ideas on how they could be implemented in the Finnish market.

The literature review gives an overview of the theory on business-to-business sales, organizational purchasing behaviour, sales strategy and sales process. These subjects are reviewed with the emphasis on manufacturing industry, because the parent company manufactures automotive parts in large scale and the subsidiary does business with local manufacturers which implement these parts in their production.

The methodology uses qualitative research methods and interviews as a basis for primary data gathering. All of the interviewed work in different sales and management roles in the case company. The data gathered is analyzed together with the supporting theory and the author's own work experience in the company.

The thesis is concluded with a final analysis of highlighted issues, and improvement suggestions are made where pragmatic and supported by theory.