KEY ACCOUNT MANAGEMENT FOR RESOURCES SECTOR TEAM AT MARKPLUS, INC

• Main Author: (NIM 29316349), MARTHANI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28775
• Institution: Institut Teknologi Bandung

Business landscape has changed to be faster, more digital, more instant in this era and the competition is getting higher. A product which has no differentiation and no uniqueness will be tend to be a commodity. It has been a paradox, when everything becomes very fast by digital technology development, customer becomes very human who needs human touch and not as target customer. <br /> <br /> The anxiety and desire of clients can be fulfilled by structured approach, a high competitive advantage, fully understand what clients really anxiety and desire and holistic solution. The system to analyze and how to handle clients, in this case is key account, called Key Account Management System. The system which can help a sales person and marketer to be more systematically, understand their clients better and provide a holistic solution. This system can be applied partially or as a whole, depends on the classification of the clients. <br /> <br /> The final assignment is focused on the designing of key account management system in Resources Sector in MarkPlus,Inc, a leading marketing consulting firm which provide holistic solution for its clients by having a high competitive advantage and broad network internationally and locally. The reason why Resources sector needs a key account management system because pareto exists in the market, only a small number of company holds majority of market share. Therefore, retaining pareto accounts matter, these market leaders are typically large organization with complex decision making unit (DMU), they need complex solutions which require integrated offerings from professional services. The Resources sector also switch to downstream business therefore need to educate the employee about marketing because it is not just about production but also commercial with international standard. <br /> <br /> MarkPlus,Inc as a marketing consultant firm, the nature of its business is highly dynamic and fast. clients need a close relationship and be sure about consultant’s capabilities. The vision and mission is to provide a key account management system which can be applied in sales process therefore when there is exchange sales person, the clients will be continue to feel supported and stay close with the consultant and sales persons. <br /> <br /> The Problem is MarkPlus,Inc with all these resources has to make sure this growth of sales will be sustain in Resources sector by developing and implementing key account management system. <br /> <br /> Based on the problem statement above, the objective of this final projects are to analyze MarkPlus, Inc competitive advantage in Resources sector, to develop integrated key account management system in Resources sector in MarkPlus, Inc, to implement plan of key account management system in Resources sector. <br /> <br /> The methodology which is used such as internal analysis by using the VRIO and Product Portfolio framework and external analysis by using PESTEL Model, Porter’s Five Forces, Competitor Intelligence Advantage, Customer Analysis. <br /> <br /> The research done has resulted in the design of key account management system and the measurement of competitive advantage that can be applied by MarkPlus,Inc, which is hoped to be able to increase the productivity of the sales division, develop sales system. <br /> <br /> The result is the competitive advantage of MarkPlus, Inc is high, the opportunity in Resources sector is high, to optimum work MarkPlus should apply key account management system to focus on servicing clients.