Abstract
Key account management (KAM) is considered as an important marketing trend
since last few years. The purpose of this thesis orients to the discussion
about key account management practices from selling company’s perspectives in
home appliance market of Pakistan.
The study is carried through with four steps: elements of key accounts
management, identification and analysis of key accounts, strategies for key
accounts, and operational level capabilities used in key account management for
profitable and long lasting relationships with key accounts. Basing on the
literature review, the basic four elements for KAM practices are described.
This study suggests a framework for KAM practices in terms of basic elements of
KAM regarding its implementation in home appliance market of Pakistan. It also,
explores a relationship between the elements of KAM framework with practices in
the home appliance market of Pakistan.
Four questions are answered in this study. First, four basic elements of KAM
are described from the literature: 1) Identifying 2) analyzing 3) selecting
suitable strategies and 4) developing operational level capabilities for key
accounts. Second, dealer’s sales volume, showroom size and location, and
dealer’s reputation are the identifying factors whereas analyzing factors are
found regular sales invoices, expected sales share, and key account’s ability
to solve end user’s problems. Third, administrative and dominant strategy is
opted in the market and threats are utilized rather than promises within the
relationships. Fourth, quality product with strong customer pull, effective
after-sales-services, and KAM manager’s skills and abilities are regarded as
operational capabilities for profitable and long-lasting relationships with key
accounts in home appliance market of Pakistan.
The findings are based on the empirical data acquired through questionnaire
survey from Dawlance which is a market leader in home appliance market of
Pakistan. This research contributes in two ways. First, it helps Dawlance to
focus and prioritize the factors that are being neglected regarding
identification, analysis, selecting suitable relationship ...
