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No contexto atual de grande contração da economia nacional, o mercado de venda de
camiões tem sentido uma fortíssima diminuição ao nível do seu volume de vendas anual. Esta
mudança de paradigma impele as empresas, que se dedicam à comercialização destes veículos, a
uma mudança na sua estratégia. Essa mudança implica muitas vezes a introdução de novas
formas de gestão do seu portfolio de clientes, bem como de controlo da sua força de vendas.
Este Trabalho Final de Mestrado na modalidade de Relatório de Estágio tem como objetivo a
criação de um sistema para controlo da força de vendas na Auto Sueco, tendo por base a
utilização de software de gestão do relacionamento com o cliente (CRM), nomeadamente o
programa desenvolvido pela Volvo Trucks: Customer Management.
Este trabalho resulta de um estágio curricular realizado na unidade de venda de camiões da
Auto Sueco Portugal.
Para desenvolvimento do sistema de controlo no contexto CRM foram abordados diferentes
temas teóricos nomeadamente o marketing e o mercado Business to Business, o Customer
Relationship Management e o Controlo da Força de Vendas. Relativamente ao primeiro e últimos
temas teóricos, Mercado B2B e Controlo da Força de Vendas, os autores que estiveram na base
do trabalho são Jobber e Lancaster (2009). No que diz respeito ao Customer Relationship
Management o autor que esteve na base do trabalho foi Francis Buttle (2004).
Ainda no âmbito da abordagem teórica faz-se a interligação dos diferentes corpos teóricos no
Modelo de Análise, explicando de que forma eles se relacionam entre si.
Posteriormente os temas teóricos são estudados à luz da realidade da Auto Sueco ou seja, de
que forma é possível controlar a força de vendas em contexto de Mercado B2B e aplicando as
ferramentas CRM.
Por fim, deixam-se algumas considerações sobre os pontos fortes e fracos da implementação
do sistema de controlo na unidade de venda de camiões da Auto Sueco, deixando-se algumas
sugestões de melhoria para o futuro e reforçando-se os aspetos mais positivos da iniciativa.
In the current context of large contraction of the national economy, the truck selling market is experiencing a strong decreasing in its annual sales. This paradigm shift impels companies, engaged in this market, to make a change in its strategy. This change often involves the introduction of new ways of managing their portfolio of clients as well as control of their sales force. This final work in the form of Master Internship Report aims to establish a system for monitoring the sales force in Auto Sueco, based on the use of customer relationship management (CRM) software, including the program developed by Volvo Trucks: Customer Management. This work results from a curricular internship held in truck sales department of Auto Sueco Portugal. To develop the control system, in a CRM context, different theoretical topics including marketing and market Business to Business, Customer Relationship Management and Sales Force Control were studied. For the first and last theoretical issues, Market B2B and Sales Force Control, the authors at the base of the work are Jobber and Lancaster (2009). With regard to the issue of Customer Relationship Management the basis was the work of the author Francis Buttle (2004). Also within the theoretical approach, the interconnection of different theoretical approaches is made in the Analysis Model, explaining how they relate to each other. Later the theoretical issues are studied in the light of the reality of Auto Sueco, namely how it is possible to control the sales force in the context of B2B Market and applying CRM tools at the same time. Finally, some considerations are made about the strengths and weaknesses of the implementation of the control system in the trucks sales unit of Auto Sueco, leaving some improvement suggestions for the future and reinforcing the more positive aspects of the initiative.
In the current context of large contraction of the national economy, the truck selling market is experiencing a strong decreasing in its annual sales. This paradigm shift impels companies, engaged in this market, to make a change in its strategy. This change often involves the introduction of new ways of managing their portfolio of clients as well as control of their sales force. This final work in the form of Master Internship Report aims to establish a system for monitoring the sales force in Auto Sueco, based on the use of customer relationship management (CRM) software, including the program developed by Volvo Trucks: Customer Management. This work results from a curricular internship held in truck sales department of Auto Sueco Portugal. To develop the control system, in a CRM context, different theoretical topics including marketing and market Business to Business, Customer Relationship Management and Sales Force Control were studied. For the first and last theoretical issues, Market B2B and Sales Force Control, the authors at the base of the work are Jobber and Lancaster (2009). With regard to the issue of Customer Relationship Management the basis was the work of the author Francis Buttle (2004). Also within the theoretical approach, the interconnection of different theoretical approaches is made in the Analysis Model, explaining how they relate to each other. Later the theoretical issues are studied in the light of the reality of Auto Sueco, namely how it is possible to control the sales force in the context of B2B Market and applying CRM tools at the same time. Finally, some considerations are made about the strengths and weaknesses of the implementation of the control system in the trucks sales unit of Auto Sueco, leaving some improvement suggestions for the future and reinforcing the more positive aspects of the initiative.
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Palavras-chave
Controlo da força de vendas Customer relationship management Camiões Sales force control Trucks