O controlo da força de vendas na Auto Sueco

Abstract

In the current context of large contraction of the national economy, the truck selling market is experiencing a strong decreasing in its annual sales. This paradigm shift impels companies, engaged in this market, to make a change in its strategy. This change often involves the introduction of new ways of managing their portfolio of clients as well as control of their sales force.This final work in the form of Master Internship Report aims to establish a system for monitoring the sales force in Auto Sueco, based on the use of customer relationship management (CRM) software, including the program developed by Volvo Trucks: Customer Management.This work results from a curricular internship held in truck sales department of Auto Sueco Portugal.To develop the control system, in a CRM context, different theoretical topics including marketing and market Business to Business, Customer Relationship Management and Sales Force Control were studied. For the first and last theoretical issues, Market B2B and Sales Force Control, the authors at the base of the work are Jobber and Lancaster (2009). With regard to the issue ofCustomer Relationship Management the basis was the work of the author Francis Buttle (2004).Also within the theoretical approach, the interconnection of different theoretical approaches is made in the Analysis Model, explaining how they relate to each other.Later the theoretical issues are studied in the light of the reality of Auto Sueco, namely how it is possible to control the sales force in the context of B2B Market and applying CRM tools at the same time.Finally, some considerations are made about the strengths and weaknesses of the implementation of the control system in the trucks sales unit of Auto Sueco, leaving some improvement suggestions for the future and reinforcing the more positive aspects of the initiative.

Date of Award	19 Nov 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)