1.2 Objective

Main objective

The main objective of the thesis is to draw up an integrated concept of how a KAM concept could successfully be implemented by some market organisations to boost sizeable, sustainable and incremental revenue growth. This growth in revenue shall be perceived as highly attractive by the selecte d market organisations in comparison to the current traditional [A/B/C] account management approach.

Sub-objectives

It is my goal that some of our market organisations consider the serious implementation of such a KAM concept after reading this thesis. It shall provide clear guidance on the development of the individual elements, which are part of the integrated concept. To gain the knowledge of how to develop these elements represent individual sub-objectives in the form of the following subjects;

• The drivers to implement a KAM concept within a country’s market organisation
• The evidences that illustrate the effectiveness of a KAM implementation within Mettler Toledo (MT) market organisations
• The sales potential that would be accessible by the implementation of a focused and targeted KAM
• The extra value in terms of incremental sales and profit the implementation of a KAM yields versus keeping the long-standing [A/B/C] account management approach
• The outline of the financial investment for the set-up of a KAM in the individual countries
• A test and tried selection processes that is available to select the most profitable KA’s
• The resources that are necessary for key account analyses and appropriate actions
• The compelling solution packages that need to be developed and offered to position themselves successfully as a strategic supplier with the selected key accounts
• The particular skills that are required of our sales force or a dedicated KA manager
• The impact that the KAM implementation has on our sales force structure
• What effective control system is most appropriate to monitor the success of KAM