Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Försäljningskanalstrategi - En kartläggning av försäljningskanaler inom verkstadsindustrin

Wejshag, Petra (2003) MIO920
Production Management
Abstract
The Master Thesis investigates the way Sandvik Coromant use its sales channels and how they
can utilize them in a more effective way. This Master Thesis has been written at Coromant
Business in Sandviken during spring and summer 2002.
Sandvik Coromant has gone from being a product-oriented company to being more customers
oriented, which means that you have to understand the market, the customers and the sales
channels, which are interacting with the customer. That is a new way of thinking for Sandvik
Coromant, that today have a lack of knowledge about the sales channel, and how the subsidiaries
are using the sales channels and finally what is specific for each channel.
The purpose of the Master Thesis is to illustrate and... (More)
The Master Thesis investigates the way Sandvik Coromant use its sales channels and how they
can utilize them in a more effective way. This Master Thesis has been written at Coromant
Business in Sandviken during spring and summer 2002.
Sandvik Coromant has gone from being a product-oriented company to being more customers
oriented, which means that you have to understand the market, the customers and the sales
channels, which are interacting with the customer. That is a new way of thinking for Sandvik
Coromant, that today have a lack of knowledge about the sales channel, and how the subsidiaries
are using the sales channels and finally what is specific for each channel.
The purpose of the Master Thesis is to illustrate and understand the sales channels in the
segment Mechanical Engineering at Sandvik Coromant in Europe. This will lead to
recommendations how Sandvik Coromant will use the different sales channels on the markets.
To make it possible to reach the purpose, the thesis is divided in two parts. The first part clarifies
the definitions of a sales channel and the different types, which can be categorized as a sales
channel. The second part consists of a survey of the defined sales channels at the subsidiaries, to
understand the using of the sales channel and the customers’ desire for the future.
The data gathering is mainly done from litterateur studies and from unstructured interviews with
employees at the Sandvik Coromant, those have experiences and competence in the area of the
Master thesis. The result from part one shows that the current sales channels at Sandvik
Coromant are Direct, Distributor, MTS (Machine Tool supplier) and Integrator.
For the survey were three subsidiaries chosen, those represent Mechanical Engineering (ME) in
Europe on a relevant way. The survey indicates that there are some similarities and dissimilarities
among the subsidiaries. The final recommendations are reached after studying the observations
regarding how the subsidiaries are using the channels, desires from Coromant and the customers,
the literature and finally my own opinions. The recommendations say that Coromant should
utilize the Internet based ShopOnline more extensively and investigate why the distributors
loyalty is different among the three subsidiaries.
When this Master Thesis is finished, the knowledge about the existing sales channels in ME
Europe, which is based on the actual sale, is set. There is also knowledge of the utilization of the
channels in each customer group. The next step can be similar investigations on other markets to
develop a general picture of ME globally.
A better knowledge about the utilization of the sales channel generates a bigger understanding of
the customer’s need and a quicker reply to the customer’s desires. This will help Sandvik
Coromant to keep its leading position on the market. (Less)
Please use this url to cite or link to this publication:
author
Wejshag, Petra
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
other publication id
03/5180
language
Swedish
id
2007523
date added to LUP
2011-06-30 16:17:39
date last changed
2011-06-30 16:17:39
@misc{2007523,
  abstract     = {The Master Thesis investigates the way Sandvik Coromant use its sales channels and how they
can utilize them in a more effective way. This Master Thesis has been written at Coromant
Business in Sandviken during spring and summer 2002.
Sandvik Coromant has gone from being a product-oriented company to being more customers
oriented, which means that you have to understand the market, the customers and the sales
channels, which are interacting with the customer. That is a new way of thinking for Sandvik
Coromant, that today have a lack of knowledge about the sales channel, and how the subsidiaries
are using the sales channels and finally what is specific for each channel.
The purpose of the Master Thesis is to illustrate and understand the sales channels in the
segment Mechanical Engineering at Sandvik Coromant in Europe. This will lead to
recommendations how Sandvik Coromant will use the different sales channels on the markets.
To make it possible to reach the purpose, the thesis is divided in two parts. The first part clarifies
the definitions of a sales channel and the different types, which can be categorized as a sales
channel. The second part consists of a survey of the defined sales channels at the subsidiaries, to
understand the using of the sales channel and the customers’ desire for the future.
The data gathering is mainly done from litterateur studies and from unstructured interviews with
employees at the Sandvik Coromant, those have experiences and competence in the area of the
Master thesis. The result from part one shows that the current sales channels at Sandvik
Coromant are Direct, Distributor, MTS (Machine Tool supplier) and Integrator.
For the survey were three subsidiaries chosen, those represent Mechanical Engineering (ME) in
Europe on a relevant way. The survey indicates that there are some similarities and dissimilarities
among the subsidiaries. The final recommendations are reached after studying the observations
regarding how the subsidiaries are using the channels, desires from Coromant and the customers,
the literature and finally my own opinions. The recommendations say that Coromant should
utilize the Internet based ShopOnline more extensively and investigate why the distributors
loyalty is different among the three subsidiaries.
When this Master Thesis is finished, the knowledge about the existing sales channels in ME
Europe, which is based on the actual sale, is set. There is also knowledge of the utilization of the
channels in each customer group. The next step can be similar investigations on other markets to
develop a general picture of ME globally.
A better knowledge about the utilization of the sales channel generates a bigger understanding of
the customer’s need and a quicker reply to the customer’s desires. This will help Sandvik
Coromant to keep its leading position on the market.},
  author       = {Wejshag, Petra},
  language     = {swe},
  note         = {Student Paper},
  title        = {Försäljningskanalstrategi - En kartläggning av försäljningskanaler inom verkstadsindustrin},
  year         = {2003},
}