Return to Previous Page

Key Account Management in B2B Marketing: Challenges for MSMEs & Large Enterprises

CASE STUDY, MARKETING MANAGEMENT
Institute of Management Technology, Ghaziabad, 10 Pages
AUTHOR(S) : Shivam Mittal, PGP Student, Institute of Management Technology, Ghaziabad and Prof. Priyavrat Sanyal, Assistant Professor - Marketing, Institute of Management Technology, Ghaziabad

Case Preview

Key Account Management in B2B Marketing: Challenges for MSMEs & Large Enterprises

Introduction

Shivam, an intern at Frost & Sullivan (F&S), works as the Key Account Manager for the India Manufacturing Excellence Awards (IMEA) program in F&S under the Manufacturing and Process Consulting (MPC) business unit. His primary responsibility was to get manufacturing companies on board for IMEA, in turn, grow the business of the company. In doing so, he faced challenges in B2B client acquisition, which coupled with sales complexities made the task tougher for Shivam. However, by using his experience of working in the manufacturing sector and following a structured approach to use theoretical frameworks like SPANCO [Suspect (Define the target market), Prospect (Identify leads), Approach (Reach the customer) & Analyze them too, Negotiation (Negotiate the offer), Closing (Finalize the order), Order Management (follow-up the account)] and B2B customer clustering techniques that made his work easier. What were the challenges that IMEA was facing in terms of client acquisition? How did Shivam put the frameworks to use and could they address IMEA’s challenges?

Frost & Sullivan

Founded in 1961 by Dan L. Sullivan and Lore A. Frost, Frost & Sullivan (F&S) is a business consulting firm involved in corporate training, growth strategy consulting and market research and analysis across industries. It possesses over fifty years of consulting experience in developing methodologies to improve business processes to clients worldwide. Clients choose F&S not only to distinguish development avenues but also to assist .....

Research and Analysis at F&S .....

Vision and Strategy

Organization accomplices with the clients to characterize their development, vision, and technique through a broad scope of development activities. These incorporate visioning, development pipeline improvement, advertise opportunity examination, ...............

Brand and Demand

Technology & IP

Manufacturing Sector in India: An Overview

Manufacturing Sector has risen as one of the high growth sectors in India. Narendra Damodardas Modi (Modi), the Prime Minister of India, had propelled the ‘Make in India’ program to turn India into an assembling centre point and give worldwide acknowledgment to the Indian economy1. On a global scale, India is relied upon to turn into the fifth largest assembling nation by the end of 20202. Under the initiative, India expects to expand..........

F&S’ SWOT Analysis

Solid upper management takes responsibility for training and ensures better as well as more enthusiastic performance from employees. The work environment is nothing but supportive and the lack of hostility makes it easier for anyone to ask for help and is provided with the same without judgments or questions. Also, the recognition that ............

Manufacturing and Process Consulting

F&S has a dedicated business unit for the manufacturing sector called Manufacturing and Process Consulting (MPC). MPC provides a competitive advantage to companies through the deployment of improvement projects such as Operational Strategy and Change ..................

.........................................

..........................................

Customer Profile

The sales, or in better terms, the revenue is the most critical factor for the company both on the demand side i.e., the customer, as well as on the supply side i.e., for F&S. The new clients, need help in their growth which directly impact their sales turnover, whereas old school needs to follow industry best practices and want to compete globally. Krishi Rasayan is one such example. It is an INR 1,500 Crore company having eight manufacturing sites, ................

Business problem for MPC

It is often seen in the industry that players fail to realize the potential benefits in the long-run if they choose to upgrade processes and adopt more sustainable and smarter practices. F&S India has also recognized, cheered endeavours of organizations accomplishing ‘amazing’ to ‘world class’ producing status. ............

Core functions of IMEA

•    Measure and monitor the client’s manufacturing excellence journey year on year
•    Provide an unbiased assessment of the organization’s manufacturing capability and identify improvement opportunities......

F&S Sales process

The Situation

hivam realized that the IMEA program is really good for smaller companies but very few firms are interested in applying for that. He also felt that despite having superior product which is really effective and helpful, F&S is not able to attract smaller firms towards IMEA  (Exhibit IV). He needs to present a report to identify the ..........

Assignment Questions

I. What do you understand by customer value management in business markets? How F&S is able to accomplish customer value management in this case?

II.

III. ..................

Exhibits

Exhibit I: Swot Analysis of F&S

Exhibit II: Sales Category and Fee Structure at F&S

Exhibit III: Sales Process and Sales Cycle at F&S

Exhibit IV: Client Acquisition in Various Stages of SPANCO

 

 

Teaching Note Preview

Key Account Management in B2B Marketing: Challenges for MSMEs & Large Enterprises

Synopsis

Frost & Sullivan (F&S) has the knowledge and expertise of over five decades in supporting the manufacturers’ needs. F&S’ Manufacturing and Process Consulting (MPC) business unit has designed a program to evaluate the effectiveness of organizations and recognize best manufacturing facility across the industries and identify Best Practices and opportunity for improvement (OFI’s) in various manufacturing facilities within the organization and provides Roadmap for standardization of Manufacturing Excellence Capability.

Interning as a Key Account Manager for the India Manufacturing Excellence Awards (IMEA) program in F&S’ MPC business unit, Shivam’s primary responsibility was to get manufacturing companies on board for IMEA, and in turn, grow the business of the company. In doing so, he faced challenges in the area of B2B client acquisition. ........

Case Analysis

Shivam was working as an intern with F&S. He got selected as the key account manager for the IMEA program in F &S under the MPC business unit. The primary responsibility was to get manufacturing companies on board for IMEA, in turn, grow the business of the company. As he was new to the B2B selling, he was struggling to get the clients in the initial phase. He has close to four years of work experience, prior to his MBA, in the steel industry and was well versed with the
Nitty-Gritty of the manufacturing sector. The challenge before Shivam was .......

Exhibits

Exhibit (TN)-I: Teaching Plan

Exhibit (TN)- II: Criterion-based Customer Segmentation

Exhibit (TN)-III: Sales Category and Fee Structure at F&S

Exhibit (TN)-IV: Detailed Sales Process for Smaller Customer Based on SPANCO Framework

$7.31
Rs 0
Product code: MKTG-1-0081, MKTG-1-0081A

Abstract

India is quickly getting to be one of the most worthwhile alternatives for assembling industry to thrive. Goods and Services Tax (GST) bill passed by the legislature of India, empowered a simple and cost-cutting progression of merchandise crosswise over various conditions of the nation. The Indian government is putting plenty of assets to structure a robust system of streets, rails, and transport, to cultivate the development of the assembling segment and laid a foundation for India to rise.
Frost and Sullivan (F&S) recognizes this opportunity to support the manufacturers in need with its expertise and knowledge of over five decades. F&S’ Manufacturing and Process Consulting (MPC) has designed a program to evaluate the effectiveness of organizations and recognize best manufacturing facility across the industries. It identifies “best practices” and “opportunities for improvement” in various manufacturing facilities within the organization and provides roadmap for standardization of Manufacturing Excellence Capability.

Shivam did his internship as the key account manager for the India Manufacturing Excellence Awards (IMEA) program in F&S under the MPC business unit. The primary responsibility was to get manufacturing companies on board for IMEA, in turn, grow the business of the company. In doing so, he faced challenges in B2B client acquisition, which coupled with sales complexities made the task tougher for Shivam. However, by using his experience of working in the manufacturing sector and following a structured approach to use theoretical frameworks like SPANCO [Suspect (Define the target market), Prospect (Identify leads), Approach (Reach the customer) & Analyze them too, Negotiation (Negotiate the offer), Closing (Finalize the order), Order Management (follow-up the account)] and B2B customer clustering technique, he could meet his targets.

Pedagogical Objectives

  • The goal of this case study is to expose students/readers to the concept of Key Account Management (KAM) and customer clustering techniques in business markets
  • Through the example of F&S, this case can be used to explain the process involved in B2B customer clustering and the nuances of KAM

Case Positioning and Setting

This case can be used in Business to Business marketing and general management courses for bachelors, masters and executive courses in business management.



This Case Pack Includes:
- Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)


**Electronic downloadable links (PDFs, PPTs, Supplements etc.) are available immediately after purchase. Please use Indian Currency Option (INR) when you are Making Payment within India. "No. of Copies" reflects the number of permissions you intend to use in Classroom Discussions / Corporate Trainings.

No. of Copies
$7.31
Rs 0

Related products




Request for an Inspection Copy

(Strictly for Review Purpose, Not to be Used for Classroom Discussion/Trainings)