Key Account Management - global best practice.PPTVIP

Operations Focus Team Finance Focus Team RD Focus Team Environment Focus Team Market Research Focus Team Marketing Focus Team Buying company Key Account Mgr Selling company Buyer Cranfield University School of Management 1996 Integrated KAM Many activities cross the boundaries - especially information based activities such as: Sales Forecasting, Capacity Planning, Resource Scheduling, Pricing, etc Support Activities Infrastructure Human Resource Management Product Technology Development Procurement Value Added - Cost = Profit - Legal, Accounting, Financial Management - Personnel, Pay, Recruitment, Training, Manpower Planning, etc - Product and Process Design, Production Engineering, Market Testing, RD, etc - Supplier Management, Funding, Subcontracting, Specification INBOUND LOGISTICS OPERATIONS OUTBOUND LOGISTICS SALES MARKETING SERVICING eg. Quality Control Receiving Raw Material Control etc eg. Manufacturing Packaging Production Control Quality Control Maintenance etc eg. Finishing Goods Order Handling Despatch Delivery Invoicing etc eg. client mgmt Order Taking Promotion Sales Analysis Market Research etc eg. Warranty Maintenance Education / Training Upgrade etc Primary Activities High Low High Low Key account attractiveness Supplier business strength with client Selective investment Management for cash Strategic investment Pro-active maintenance The key client portfolio High Low Relative client Satisfaction Low High X Key Account Selection Matrix Tool - KA Selection Matrix Chart Display Spend: Display Group: National Spend with Us client: College Group Relative client Satisfaction: 0.80 Account Attractiveness: 4.40 Spend Show Groups Redraw Account Attractiveness 2 4 12 7 10 3 8 6 5 1 Supplementary Service Elements 1 Alexander Smith $14,000,000 2 Ash Williams $13,000,000 3 College Group $12,000,000 4 F T Group $9,900,000 5 Harpers $7,600,000 6 Parker $9,400,000 7 Quality Insurers $16,200,000 8 Randso