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Development of a segmented sales approach considering the target costing method

  • This bachelor thesis is designed to develop a segmented sales approach using the target costing method. Herby it is important to note that this thesis is a practical one, on behalf of a German high-tech company. The assignment was to create feasible action points, which will later assist during the company's sales approach improvements. The theoretical part of this thesis deals with the basics of product segmentation, process analysis and sales channel analysis. Afterwards, the theoretical background for the sales cost analysis, target costing method and sales scenarios is elaborated. The aim was to define major elements later applied in this thesis. The second part of this thesis applies the theoretical knowledge established in the first chapter to the situation at the company. The results of the project show an importance to focus on one specific product, due to a high level of competition. Currently, the sales scenario consists of the direct and the indirect sales channel. As a consequence, sales costs are very high. The third chapter gives recommendations for each chapter. Results show the need for simplicity and less reporting as well as one maintained document archive system. The third part shows the importance of establishing an online channel. Furthermore, it is advised to establish one strategy for the sales channels and to communicate this to coordinate different sales channels effectively. The fourth and fifth parts deal with the sales cost and target costing recommendations, highlighting marketing and HR costs as the main cost driver. One solution to reduce the sales cost is to establish the online channel, saving travel costs and to reevaluate marketing activities. That way, the target of limiting the sales cost to 15% of the revenue could be met.

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Author:Norina Franke
Advisor:Frank Kramer
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Date of final exam:2017/02/28
Release Date:2017/03/09
Tag:Sales cost analysis; Segmentation; Target costing
Degree Program:IBM - International Business Management
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich gesch├╝tzt