Dr Chama, Chief Operations Officer at AL (COO) has tasked the Students on the Sales and Key Account Management Module to investigate the stalemate situation at AL in their relationship with Gramen Equipment and draw lessons for the future KAM activities .
Dr Chama even went a step further with a counter-proposal: the students will compete in teams to complete the project, and the winner will win a paid one year internship at SL.
At a first meeting, the students visited SL’s headquarters and were addressed by Account Director Kay Sunderland. The executive summarized the problem, and the solution, in short, clear terms: “The Account Director needs to be the only point of contact with the client, and any contact initiated by any other executive is bound to be a dangerous interference.”
Component 1 – Structured Proposal
This component of the course work is individual, and attracts 50% of marks available on this module. It requires the submission of a 2,000 words discussion paper addressing the situation at Attain Learning (AL). Students should address the issues affecting AL in the light of current theory as learned on the course.
You are required to address the following:
1. Discuss how Attain Learning can optimize the strategic fit with their Client Gramen.
a. Your discussion needs to include an explanation of how the theory of strategic fit with a Key Account can be applied to AL’s situation;
b. You should also explain the risks AL is incurring if the current situation is not addressed;
2. Comment on the statement Kay made on the role of the Account Director having to be the only point of contact. In the light of current theory explaining relationship dynamics, what are the benefits and potential constraints of this position?
3. What are the lessons to be learned from this case? Draft a quick outline plan to redesign AL’s KAM and relationship management operational practices to approach the task of managing the company’s strategic accounts.
References to use:
Essential Reading / Text
Jobber, D. and Lancaster, G. (2012), Selling and Sales Management, 9th Ed – FT Prentice Hall 978 – 0 –
273 -76265-2 (MUST USE)
Cheverton, P. (2012), Key Account Management, 5th Ed – Kogan Page 978-0-7494-6351-9 (MUST USE)
Additional Reading / Text
Solomon, M; Bamossy, G; Askegaard, S (Latest Edition), Consumer Behaviour, Prentice Hall
Bird, D (latest ed.), How to write sales letters that sell, Kogan Page
Evans, M; O’Malley, L; Patterson, M (2004), Exploring Direct & Customer Relationship Marketing,
Smith, P.R. (Latest edition) Marketing Communications – An Integrated Approach, Kogan Page
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