DESIGNING KEY ACCOUNT MANAGEMENT STRATEGIES IN THE CONTEXT OF BUSINESS TO BUSINESS MARKETING PD X

• Main Author: Surya Muliadi, Rai
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42699
• Institution: Institut Teknologi Bandung

PD X is a micro, small and medium-sized business enterprise engaged in the trade sector, specifically as a distributor of household appliances and electronic products. Since 2015, PD X has experienced a decline in gross revenue and many business customers have cut ties with PD X. Based on interviews with PD X owners, it is known that PD X does not yet know who the key accounts are and what special needs are desired by these key accounts. That is because PD X does not yet know the right key account management (KAM) strategies. The purpose of this research is to determine key account management strategies in the context of appropriate business marketing to increase revenue and retain business customers. The first stage of this research is analyzing the existing conditions of PD X with the SWOT method. The second stage is segmenting PD X customers as a basis for determining key accounts using clustering techniques. The third stage is analyzing the characteristics of key accounts. The analysis was carried out by conducting in-depth interviews with PD X key account’s owners. The results of in-depth interviews were then analyzed by thematic analysis method to produce codes and categories related to the research variables used. The results of the in-depth interview analysis are then used as the basis for designing the final PD X key account management strategy proposals. The results of the clustering show that there are 42 key PD X’s accounts that fit the criteria from the literature. The results of in-depth interviews of 21 samples of key accounts produce findings that there are differences in the characteristics of key accounts in the city of Bandung and outside the city of Bandung. Customers outside Bandung feel more unnoticed by PD X compared to customers in Bandung because there are some problems with the services provided by PD X. Then, the researchers conducted an analysis related to the stages of development of key account management for customer profiles in Bandung and outside Bandung. The results of the analysis show that Bandung customers are in the mid-KAM stage and customers outside Bandung are in the early-KAM stage. The owner of PD X wants that the relationship with key accounts can be developed until the partnership-KAM stage. The design of key account management strategies is then carried out so that PD X can reach a higher relational stage. The proposed strategy plan is a business process improvement plan, a loyalty program design, and the creation of standard operating procedures for PD X’s salesman. The existence of the draft strategy is expected to increase PD X's gross income and the relationship between PD X and key accounts can be established well.